A Detailed Study on ‘PizzaOnFire’,

Existing Marketing Strategy and the

Road Ahead

A FOOD TRUCK THAT INTRODUCED THE CONCEPT OF

WOOD-FIRED PIZZA IN THE CITY OF NAGPUR

KAUSTUBH TELRANDHE | PGDMM SAP ID: 77115001455| 27/05/2018

 Table of Contents
Sr No. Topic Page No.
1. Acknowledgements 3
2. Project Objectives 4
3. Scope of Project 5
4. Executive Summary 6-7
5. Introduction 8
A. The Food Entrepreneur- Ashay 9-10
B. Food Truck- Evolution of the 11-13
Restaurant on Wheels
C. What is Marketing Strategy- the 14-15
Cover Story
D. Segmentation and Positioning 16-17
6. Methodology 18
A. Data Collection Tools 19
B. Types of Survey 20-21
C. Difference between Qualitative 22-23
and Quantitative Research
7. Data Collection and Analysis 24
8. The Pre-Launch Online Survey 25-30
9. Pre Business Targets and Estimates 31
10. Pre-launch Promotion 32-34
11. Difficulties in Launching the Food 35-36
Truck
12. The Launch and Promotional 37-38
Strategy
13. Post launch Experience and 39-42
Marketing

PAGE 1
14. Other Innovative Marketing 43-46
Methods
15. Acknowledgement of Innovation 47-49
and Taste
16. Recommendations 50-53
17. Bibliography 54
18. Annexure- Pradhan Mantri Mudra 55
Yojana
19. Certification 56

PAGE 2
 Acknowledgements
I want to express my gratitude to The NMIMS University and
NGASCE for giving an opportunity to express myself through the
submission of this Project Report.
I also want to express my gratitude towards Mr. Piyush, Manager
Reserve Bank of India, who helped me in selecting an appropriate
topic for the Project Report and for the Overall Guidance.
I want to thank Miss Sheetal Gawde, Deputy Manager GIC Re, for
helping me in setting the objectives for the Project Report and
structuring the Report.
And most importantly, I sincerely take this opportunity to thank
Mr. Ashay Angaitkar, The Founder and The Head Chef of
PizzaOnFire. He, and his Food Truck, is the concept and theme of
this Project Report. I thank him for giving his precious moments to
discuss the concept of Food Truck and Wood Fired Pizza in the
Tier I city like Nagpur and for providing valuable inputs for this
Report. Without him, this project would not have existed.
Thank you to the entire team of PizzaOnFire.

PAGE 3
 Project Objectives

➢ To understand the background of how the Food Truck was

started

➢ To study the Targeting and Market Segmentation Strategy of

PizzaOnFire

➢ To study how the Social Media (Instagram, Facebook and

WhatsApp) can be used for the Promotion of the Food Truck

➢ To suggest appropriate measures to improve the

Infrastructure and Variety of the offerings and increase the
business of the startup

PAGE 4
 Scope of the Project

The scope of the project is limited to the geographical area in the

Nagpur city of the Maharashtra state. The study that was
conducted in the Project is about the introduction of the new
concept of Wood Fired Pizza on the Food Truck and consequent
response by the Foodies to it, in the Tier I city like Nagpur. The
primary source of information was the Founder and Head Chef of
PizzaOnFire, Mr. Ashay Angaitkar. Research, Discussions, Data
Collection and the preparation of the report took around 15 to 20
days.
The main aspects covered in the project are:
➢ Concept of Marketing Strategy
➢ Effective application of the strategy for introducing new
concept of Wood Fired Pizza in Nagpur City
➢ Findings and Suggestions to improve the hold over the
product specification

PAGE 5
 Executive Summary

A food truck is a great way to get started in the Fast Food

business. It requires comparatively low investment and offers
other benefits as well such as low overhead cost, less staff etc.
Marketing is mostly done through Social Media.
This report provides an analysis of Marketing Strategy adopted by
an ambitious entrepreneur, Mr. Ashay Angaitkar, Founder and
Head Chef of PizzaOnFire, Mechanical Engineer, who left his job at
an Electric Vehicle startup in Ahmedabad, Gujrat.
PizzaOnFire is already a name in Nagpur City (within two months
of its launch) and popular among the Foodies who love to explore
new tastes, new varieties and new Food. Although Pizza is not a
new kind of food, but variety offered by PizzaOnFire is definitely
new. This report explores how Mr. Ashay promoted the
authenticity of tastes. According to him, PizzaOnFire will be
synonym of Authentic Thin Crust Pizza.
Method for data collection used was Survey, Direct Interviews
with the customers about the tastes and the attractiveness of
Food Trucks. Facebook posts, Instagram stories etc. were also
monitored for its impact on the prospective customers buying
decisions.
As the main competitors of PizzaOnFire in Nagpur are likes of
Dominos and Pizza Hut, its competitive strategy was also studied
such as Pricing of the products and its affordability.

PAGE 6
Results of the study conducted shows that the Social Media
Marketing strategy adopted by Mr. Ashay worked effectively.
Response received from the customers is also very good. Few
willingly waited and curiously saw their Pizza getting prepared and
baked in the live kitchen and in the Wood Fired Oven. Response is
also very good on Zomato. Orders come from large part of the
city.
However, there were also some suggestions regarding the Pizza
type, Crust type etc. Some people also had issues with the
delivery time on Zomato.
Some possible solutions for these existing problems is that
PizzaOnFire should market itself as a Thin Crust Pizza Brand as it
exclusively prepares Thin Crust Pizza. This will clarify what to
expect from them. As it is live kitchen and everything from
preparing the base to adding toppings is done after taking the
orders, it can be explained to the customers and specific
arrangements can be done to reduce the preparation time as
discussed in detail in the report.
In conclusion, PizzaOnFire has made a promising start that to
within two months of its launch. It has long way to go with lot of
inclusions and exclusions as the business expands and as the new
challenges appear.

PAGE 7
 Introduction
There is hardly anyone in this world who will question the
popularity of Fast Foods in the present scenario. Specially in the
metro cities, where life moves with lightening speed, Fast
Foods provides a solace. While conducting the research, I came
across an interesting study conducted in 2008 on the WebMD
archives. It enlists 11 reasons for the popularity of the Fast
Foods. Most of the people in the study reported eating Fast
Food at least thrice a week (definitely, the number must be
very big now!).

Most popular of the reasons mentioned were It is quick, easy to

get, inexpensive, variety in taste etc. But most important
observation was that ‘I’m too busy to cook’ line was very
popular among the participants with college degree and also
young adults are less likely concerned regarding the nutritious
value. This Project Report does not discuss the nutritious
qualities of the Fast Food or with the effects on the society
(ethically, it should!) but the bottom line is Fast Food is still very
popular among the youth of the country and it is the duty of
Food Entrepreneurs to supply what the customer demands!

PAGE 8
 A. The Food Entrepreneur- Ashay
Mr. Ashay, the Founder and the Head Chef of PizzaOnFire, is
Mechanical Engineer by education and Chef by profession. He was
working with an Electric Vehicle startup in Ahmedabad until he
left his job in the pursuit of his passion- Cooking. According to
him, it was a very difficult decision for him to take as he is from a
typical Middle-class family, where parents and society expects any
25-year-old to get settled with a good job in hand.

However, Ships are safe in the Harbor but that’s not what they are
made for. He followed his instincts and after much Hard work,
Market Research, and especially Willpower, he launched his Food
Truck with an idea which was new to Nagpur City i.e. Wood Fired
Pizza!

He had dual objectives in front of him. Offering best of the Wood

Fired Pizza to the knowledgeable customers and educating the
people about Wood Fired Pizza who are not aware of that. He

PAGE 9
readily accepted the challenge and started his journey on March
10th, 2018 when he launched the Food Truck of his dream, what
he always wanted to do. We will talk about the response shortly
but as far as starting a new business is concerned, especially for a
person who don’t have a background, it takes a lot out oneself, it
needs character. According to him, in such scenario what matters
most is the support and backing of the family, what his family
precisely did. They not only stood besides him, once he took the
decision, but also helped him in running the Food Truck. As Roy E
Disney rightly said, Its not hard to make decisions when you know
what your values are!

PAGE 10
 B. Food Truck- Evolution of the
Restaurant on Wheels

In recent times the most interesting way to get a lunch is definitely

from a Food Truck. Food Trucks brought the mush needed
glamour in the Street Food industry. It is so impactful that the
Street Food is now being defined by the attractive Food Trucks.
However, the story of Food Trucks is equally interesting.

History of Food Trucks traces back to Pushcarts and Chuck

Wagons. There were no cooking facility or Kitchen in it, but these
vehicles were used to sell the readymade food of different of
kinds. Advantages were the same as those of the present-day
Food Trucks i.e. Efficiency, Portability etc. Its efficiency can’t be
understated as it had a good market share by feeding to the
working urban class (one of the same function that the today’s
Food Trucks serve!).

PAGE 11
However, this business Model took to acceleration when the
commercialization of the automobile on a large scale took place.
First of the ‘Food Trucks’ as we see today were of the Ice Cream.
Ice Cream was instant hit. Perhaps some famous of them are still
running today.

After this came the period of Chinese and Local food carts in India.
This version is still popular in India. These Food Carts is the
identity of Street food in India. We can most commonly see it on
Chowpatty in Mumbai. This is the modification in primitive carts
and basic Ice Cream Trucks. Here live cooking of the delicious food
can take place (Kitchen?).

PAGE 12
This set the stage for introduction of Food Trucks. Economic
changes in the Indian Economy also helped the spread of Food
Trucks. After the liberalization in Indian Economy, opportunities
increased in India. A new ambitious class emerged. Purchasing
power increased so does the spending. To cater to this increase in
demand, new and innovative supply avenues emerged. This led to
change in lifestyle and preferences in the Indian society.
Traditional and Orthodox society started to open up so does the
eating habits. Change in working conditions and environment
naturally affected the eating preferences and people started
moving towards Fast Foods to complement the lifestyles. Now,
instead of Lunch and Dinner restaurants, Fast Food restaurants
started taking shapes and this further led to the evolution of Food
Truck culture in India, which is still in its evolution stage. Many
successful examples of Modern Food Trucks like Bombay Food
Trucks, which operates in and around Bandra Kurla Complex,
provides both Delicious food and Inspiration to lot of people!

PAGE 13
 C. What is Marketing Strategy- the
Cover Story
Marketing strategy is the long-term plan of gaining a competitive
advantage during the course of expansion of the company’s
business. Formulating a strategy include the analysis of market
position prior and after the strategy formulation, evaluation and
market segmentation and positioning strategy etc.

According to Philip Kotler, “The marketing strategy is the way in

which the marketing function organizes its activities to achieve a
profitable growth in sales at a marketing mix level”.

How could we achieve profitable growth? This can be done with

the help of following things:

➢ By specifying appropriate resource allocation to the

marketing

➢ By specifying appropriate resource utilization for any

possible future opportunity

➢ Organization of the market resources with efficiency and

effectiveness

Traditional Research is less helpful for Strategic Marketing on the

grounds that the investigator isn't looking for bits of knowledge
about client demeanors and inclinations. Rather Strategic
investigators are looking for experiences about the organization's
working condition with a view to recognizing probable future
Opportunities and Threats.

PAGE 14
There are different types of Strategic Analysis Tools, some
important of them are as follows:

➢ Gap Analysis: It analyses difference between company’s

Current Strategy and Desired Strategy. According to
Mintzberg there are two types of strategies namely
Deliberate strategy and Inadvertent strategy. Deliberate
strategy shows strategic move of the company and the
Inadvertent strategy shows the path that the company may
have followed before modifying the strategy because of the
market changes. Gap Analysis shows whether the company
has stayed on its path or not.

➢ SWOT Analysis: It stands for Strengths, Weakness,

Opportunities and Threats. Firms capitalize on the
opportunities that complement the internal strengths.
Capacity Building is necessary in case to overcome
weaknesses.

➢ PEST Analysis: Strategic Analysis starts with the analysis of

the business scenario and if it is suitable for particular
business model. PEST stands for Political, Economic, Social,
and Technological. Political factors consider government
policies, subsidies, concession for specific industries etc.
Economic Factors consider the analysis of potential factors
that may affect profitability. Social Factors considers the
analysis social factors like demographics, tastes and
preferences etc. Technological Factors considers innovation
in technology that may provide breakthrough for new
products.

PAGE 15
 D. Segmentation and Positioning

During the process of creating a new product or business, it is

essential to know target consumers. Segmentation is the process
of aggregating the prospective buyers into groups and segments
that have common needs and respond to a marketing action.

There are four basic types of Market Segmentation which are as

follows:

1) Demographic Segmentation:

It is one of the most simple and most common type of

market segmentation used. Segmentation divides population
based on variables to target specifically. Demographic
segmentation too has its own variables such as Age, gender,
family size, income, occupation, religion, race and
nationality.

2) Behavioral Segmentation:

This type of segmentation divides people on the basis

choice, tastes, behavior and decision making.

3) Psychographic Segmentation:

In this lifestyle of people, their activities, interests as

well as opinions is used to define a market segment.
Psychographic segmentation also takes the psychological
aspects of consumer buying behavior into accounts. These
psychological aspects may be consumers lifestyle, his social

PAGE 16
 standing as well as his AIO i.e. Activities, Interests and
Opinions.

4) Geographic Segmentation:

Consumers have different needs based on the

Geography they reside in. Hence this type of Market
Segmentation is used to classify different consumer groups
based on the geography.

PAGE 17
 Methodology
During the course of any research, the most important part is the
process or method of data collection. Data Collection has to be
done with utmost care and precision. There are six important
characteristics for data collection to be valid and authentic
otherwise data from unreliable sources may not be ‘True.’ These
six important characteristics are as follows:

1. Validity

2. Reliability

3. Objectivity

4. Adequacy

5. Usability

6. Discriminating power

Validity of the data can be calculated from the fact measuring

what it is supposed to measure. For ex. Content, Criterion etc.
Data can be said reliable if it is consistent in its repeated
measurements. Objectivity and Specificity increases the Validity
and Reliability of the data. Adequacy can be satisfied it measures
all the aspects of the data in consideration. It should also be easy
to use.

Research data should include all of the above-mentioned

characteristics in order to get accurate results.

PAGE 18
 A. Data Collection Tools

To assess the market, data has to be collected and there are

different tools for Data Collection. In this context, conducting
Surveys become very important for taking the decisions based on
the data. There are four important decisions for conducting data
survey and they are as follows:

1) To get an Update of the Market Environment of what is going

on in and around the market and to know what’s important
for the company.

2) Data Survey provide an opportunity to directly connect with

the target population and have direct insights from them.

3) Objective information is always helpful rather than relying

on the subjective data for setting up of the objectives and
Data Survey precisely helps with that.

4) Survey data provides a Benchmark for comparison of the

results. We can always compare the results of actual
business in relation to the Survey Data.

Survey Audience is also very important as these are the people

who will provide the inputs. These people are also known as
Target Population. One can interview every member of the group
or selected group, which is known as the sample. Sample size,
Survey Methodology will greatly impact the available resources
including time.

PAGE 19
 B. Types of Survey
There are four important types of Survey. After determining the
survey design, a comparison chart can definitely help to
understand the pros and cons of the adopted method. Four
important types of Survey Methods are as follows:

1) Web Survey:

➢ These surveys are low cost and Extremely Fast

➢ There is no need to disclose name for giving answers,

hence assurance of anonymity

➢ Because of this, complex questions could be answered

with ease

➢ Technology simplifies this process even more as the

compilation of the data is done automatically

➢ However targeted survey is required as random people

may reply on the survey and the end result may change
because of that

➢ It is also do not represent the population as a whole

➢ It is therefore suited where most of the people

involved belongs to the internet community

PAGE 20
2) Mail Survey:

➢ It is often used in social research. As it is specifically

directed, it eliminates the potential bias.

➢ Literacy rate is very high among the respondent.

3) Telephone Survey:

➢ Reach maximum no. of people.

➢ People can get clarification directly from the people

➢ Call screening is possible and there is no visual support

4) Personal Interview Survey-

➢ It is used to gain psychological and behavioral insights

➢ Very good response rate

➢ Target Population is very specific

➢ However, if interviews run longer, response rate

drastically comes down.

PAGE 21
 C. Difference between Qualitative and
Quantitative Research

Qualitative Research:

➢ It is exploratory research

➢ It is used to understand motivations, opinions and reasons

➢ It is basically used to prepare hypotheses for the

Quantitative research

➢ Respondent size is typically small

➢ Few examples include focused group discussions, individual

interviews and observation by participation.

➢ Approach basically is Non Structured and subjective

➢ Purposive sampling is done where a small sample size is

selected with a view to get a thorough understanding of an
idea.

PAGE 22
Quantitative Research:

➢ In this type of research Numerical Data is very important

➢ It uses Statistics, Logics and Mathematical Techniques are

used

➢ This data is then used to transform these numbers into

usable statistics

➢ Quantification of attitudes, opinions, behavior and other

defined variables is done

➢ Application of data is done to find a pattern in research

➢ Approach is very structured and objective

➢ Generally hypotheses is tested in Quantitative Research

➢ This research is generally is used to examine cause and effect

relationship between the variables

➢ Structured techniques like surveys, questionnaires and

interviews and observations

PAGE 23
 Data Collection and Analysis
This project report is an exploratory qualitative research which is
trying to explore the motivations, opinions of the people involved
in the project. This project also explores strategies adopted by the
PizzaOnFire team for the promotion of the Food Truck.

During the course of the survey, many people were surveyed. The
results of the Food Truck survey will be provided. People were
surveyed for the launch of Food Truck initially, then for assessing
the impact of the social media advertisement and then again for
the post launch survey.

For this project, I also surveyed few people to gauge the mood
regarding the Food Truck. I prepared a questionnaire with
particular responses which was given to the respondents.
Respondents were the customers who came to the Food Truck.
There were some repeat customers, who liked the food and the
concept of Food Truck.

Apart from the customers, other main source of the information

was PizzaOnFire itself. They presented all the necessary data
whatever I asked for and of course whatever, they can give as per
their policies.

This was a very enriching experience.

PAGE 24
 The Pre-Launch Online Survey
In July-August 2017, Mr. Ashay conducted a survey to gauge the
mood of the foodies in Nagpur and their likings, attitude towards
the Street Food. The form contained specific and objective
questions. Many people responded to that survey. The screenshot
of that survey is as follows:

PAGE 25
PAGE 26
The results of this survey provided very good insight before
launching the products. Results are as follows:

PAGE 27
PAGE 28
PAGE 29
Most of the responses of the respondents were in favor of starting
a new concept of the Wood Fired Pizza. Most of the respondents
said that they visit the Food Truck because of the Taste and Low
Price.

Around 83% of the respondents replied that they spend more

than 100 rupees at one outing. Also an interesting thing is that
most replied that they don’t follow their favorite place on social
media. This was the opportunity for PizzaOnFire to grab the social
media platform for the business, from Nagpur, where there is
large number of people with social media presence.

PAGE 30
 Pre Business Targets and
Estimates
Based on the results and business type, PizzaOnFire targeted the
demographic population of age range between 14 years to 35
years. According to them this is an ideal range where the people
involved can go outside willingly and purchase a Pizza on a food
truck. This is the perfect age range that care about tastes, looks
and type of pizza.

Apart from that, PizzaOnFire also targeted monthly revenue of

Sixty to Eighty Thousand Rupees, based on their initial startup
setting cost and initial stage of the business. According to Mr.
Ashay, as the business was new and the concept was also new i.e.
Pizza on a Food Truck, they didn’t set the targets very high and
ambitious. They had to make the people aware of the concept first
and then attract by the taste of Pizza, he said. It was a very time
consuming task.

Also, PizzaOnFire was prepared to do the awareness campaign for

around two to three months. As per their initial estimates, it
would take on an average around two to three months to get their
concept and Food Truck accepted in the market, already
controlled by Multinational Pizza chains.

Based on their Initial Estimates and business plan, they started the
marketing and promotion activity, along with the Food Truck
development.

PAGE 31
 Pre-launch Promotion
PizzaOnFire started the promotion of their Food Truck from
around December to January. Preparation of the Food Truck was
almost complete and they launched an aggressive social media
campaign.

The campaign was only through social media and only through
Facebook and Instagram. As they had carefully chosen their target
audience and customers, promotion also required a young and
energetic twist. Following are the few advertisements which have
been taken from the Facebook. Both photos and videos were used
for the promotion.

PAGE 32
Catchy hashtags were used to specify the regional identity and
target the specific group. These hashtags were instant hit and
many people started discussing the concept on the social media
platforms and started liking and sharing the posts. Response was
same on Facebook and Instagram.

PAGE 33
These type of posts really makes oneself curious and smile! It
makes oneself anxious about what is in the offering. As these type
of posts had been very successful in grabbing the eyeballs, it had
set the stage for grand opening of the Food Truck.

PAGE 34
 Difficulties in Launching the
Food Truck
Starting an enterprise, without any background is already an
Himalayan Task. But to make matter worse, is the absence of law,
guidelines or even an acknowledgement that a particular type of
business exist.

As far as food truck business in India is concerned, there is no law

regarding the regulation of this type of business. Therefore
PizzaOnFire had to face a lot of legal difficulties from the
inception. There were also issues faced by the Food Trucks
regarding the Policing.

He had problems while generating funds for the startup. Many

investors were skeptical about the idea. Finally, a central
government scheme under the broad idea of Startup India,
PradhanMantri Mudra Yojana came to the rescue (Details of the
scheme is provided as Annexure). It provided the necessary initial
cost to the startup after presenting a business model. Also the
bank people who provided loan were very cooperative.

The State of Maharashtra has taken some initiative regarding the

long pending issue of Food Truck. He said the Food Truck friendly
policy will be used to promote the Food Truck environment in the
state of Maharashtra. But the policy is yet to be materialized.

PAGE 35
❖

PAGE 36
 The Launch and Promotional
Strategy
Amid much Fan Following, it was decided that the date of the
launch of the FoodTruck will be 10th March., Preparation were
stepped up. New and interesting posts were added on the social
media which were followed by many interested people.

According to Mr. Ashay, on the launch day he was due to technical

reason and reached the venue at around 6 p.m., the time when
they should have started the Food Truck. All the people on the
first day expected were close Friends and Family members. But life
always surprise us! Instead of expected guests, the people who
were enquiring the whereabouts of the FoodTruck were unknown

PAGE 37
people who followed the social media campaign of PizzaOnFire! It
was the most stress full day, he said!

A Discount pass for entire week was given to the customers who
came to the Food Truck to ensure the continuous presence of the
first customers. Apart from that many more offers were
introduced both on social media and on the Food Trucks. These
offers were instant hits.

PAGE 38
 Post launch Experience and
Marketing
As stated earlier, response to the introduction of the new Food
Truck was really overwhelming and surprising. All the earlier
estimates were reached easily even surpassing some the
estimates.

For ex. Revenue Target for first few months was set up at around
60 to 80 thousand rupees but the revenue generation easily
reached at around one and a half lakh rupees with a profit margin
of 50% in first month and after some cost cutting it reached
around 55 to 60 % in the next month.

Also there was an interesting observation about the customers.

Target population was between 14 to 35 years of age. But after
the promotion it was observed that people coming to the Food
Truck were mostly from the age group of 18 to 50 years of age!

As the response received was encouraging, PizzaOnFire stepped

up and intensified the Marketing and Promotion. Along with the
Food Truck, they started marketing the products they were
offering. They started season specific menu along with their
signature pizzas.

According to the Post Launch survey, Peri Peri Pizza and Barbeque
Chicken Pizza are the Best Selling. Among the Add Ons following
were the hits:

PAGE 39
PAGE 40
Apart from these, PizzaOnFire launched special offers for special
occasions like Mother’s Day and for the Indian Premier League
Season. This was tremendously successful.

PAGE 41
They are also planning special offers and discounts for the Ramzan
season as well on their social media platforms. Apart from that
they are also introducing Friendship Cards, which is basically
loyalty program, offered on or above the orders of 500 Rupees.
This card then offers 10%, 20% and 30% discounts on their next 3
orders respectively.

PAGE 42
 Other Innovative Marketing
Methods

After successful one month, PizzaOnFire started online delivery

with Zomato, the online Food Delivery platform. The business
took new heights with the online pizza ordering which is more or
less a trend. It was also marketed very aggressively on social
media platform.

PAGE 43
One of the most important aspects responsible for success of the
Food Truck is the Location chosen. The location chosen is in heart
of the city, quiet, green place where one can enjoy both Pizza and
the serene nature. Apart from that it is opposite one of the most
happening college in the Nagpur City, Hislop College.

The target group was chosen who could spend above average
money on quality food, instead of Food stalls. It is very important
in such case to maintain that level of audience and one could
easily find such audiences in affluent areas of the city. Therefore
the area was strategically chosen.

Apart from this, to promote and increase Brand recall value of

PizzaOnFire, innovative program is organized once a week in
different parts of the city. This program is called as ‘Little Pizza
Chef Competition’.

PAGE 44
PAGE 45
The result of this kind of activities also proved to be very
successful. PizzaOnFire became a household name in the areas
where this competition was organized and most importantly
orders from Zomato increased substantially from these areas. Also
visits to the Food Truck, from the people in these areas, also
increased substantially.

PAGE 46
 Acknowledgement of Innovation
and Taste
Since its inception, on March 10th, PizzaOnFire is redefining the
concept Food Truck in Nagpur City. Informed customers are also
very excited about Nagpur getting accustomed and used to new
concepts. PizzaOnFire is also introducing new products to
compliment the signature pizzas. This innovation in the tastes and
tradition was also acknowledged by Nagpur Times, twice with
different subjects. Most importantly the research team of Times
Group approached them to publish the innovation.

PAGE 47
PAGE 48
Not only Print media but also well-known foodies and bloggers
from Nagpur City also visited the Food Truck to taste the
innovation and taste of the Wood Fired Pizza. Most of them
enjoyed the taste of the Pizza and liked the concept. Many of
them wrote extensively on their blogs. Famous blogger Parth Bajaj
is also one of them.

PizzaOnFire has faced many difficulties and it has come out of it

successfully. It has made a promising start, within a span of just a
few months, which promises bright future ahead.

PAGE 49
 Recommendations
This is one of the most important parts of any Research project. It
provides the crux of any research methodology. It is basically the
conclusion of the project.

Although the management of any organization knows what is best

for their organization, but there are some small issues which often
gets overlooked or we might think it is not as much important.
With respect to this research project gets importance to rectify
those problems.

As far as PizzaOnFire is concerned, it is a dream which the owner

has brought to the reality without much background of how to run
a business. It is only on the basis of passion, he made it happen.

To make a small contribution in his success story, here are few

recommendations and suggestions which will help PizzaOnFire to
achieve new heights.

1) It is one of the most important suggestions which is already

implemented by the Food Truck.
During the course of research, I observed there were many
reviews who wanted the crust size to be thick. But the issue
was, in the present Wood Fired Pizza where from base to
toppings, everything is prepared on the spot, it is very
difficult to properly bake the pizza in Wood Fired Oven.
With respect to this, it was suggested to PizzaOnFire that
they should Market themselves as Thin Crust Pizza Specialist.
Because of this people will know what to expect from

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PizzaOnFire and they will judge the Pizza quality based on
the similar experience and will not compare with Thick Crust
Pizza. They accepted the suggestion and implemented it
immediately.

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2) Color and the design of the Food Truck is excellent and very
attractive. It highlights what Nagpur stands for. But during
the night time, the color of the Food Truck takes a back seat.
Background color of the Food Truck should be contrasting
with the time of the day. As far as our Food Truck is
concerned the theme color should be bright in the darkness
so that it must be visible from a distance.
PizzaOnFire could include this suggestion when it will expand
its business and start the Daytime Pizza Services in the work
places like IT Parks etc.

3) Many reviews also came regarding the delivery time of the

pizza. As the Wood Fired pizza is little complicated process
than standard Oven pizza, it naturally takes time to bake and
getting prepared. Also on the Food Truck the capacity of the
Wood Fired Oven is two to three pizzas at a single time.
Apart from that the Zomato orders are also prepared
simultaneously along with the regular customers. So
currently the capacity and the man power is operating at its
fullest capacity.
The solution for this problem is the Capacity expansion. As
the business is expanding, naturally the capacity should also
expand to cope up with the demand. Expansion strategy
include additional Food Truck, separating Zomato orders
from Food Truck by shifting to Shop from where large scale
online orders can be taken because, Food Truck is a concept
which should be experienced personally.

4) As far as future business is concerned, this Food Truck has

just started and first challenge to sustain the existing
business is coming in the form of Rainy season. Naturally,
everything comes to halt during rains and it will be very

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 difficult to prepare the pizza on the wood fire with all the
moisture in the atmosphere.
To continue the existing business numbers in the rainy
season, PizzaOnFire have to find new avenues. These
avenues can be In-house parties, sponsoring the events in
Schools and Colleges and especially focus on Zomato orders.
During rainy season the period of active hours could be
increased and afternoon service can also be started. For
Zomato orders it is not necessary to prepare from the Food
Truck!

5) Human Resource- PizzaOnFire needs manpower to assist Mr.

Ashay in his work. He is the only one who handles everything
from Social Media to making Pizza. Staff of two people was
increased to three but it should be at least five considering
the expansion of the business.

6) Social media campaign is one of the strongest point of

PizzaOnFire. Its excellent social media campaign is highly
responsible for its success. One thing we can definitely add
in the social media campaign is the inclusion of videos of
Reviews, live kitchen, live atmosphere etc.

PizzaOnFire is a story of ambition, courage, hard work, creativity,

innovation. But it has to be prepared for the future challenges
with better ideas, better food and better resources.

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 Annexure
Pradhan Mantri Mudra Yojana
Pradhan Mantri MUDRA Yojana (PMMY) is a scheme launched by
the Hon’ble Prime Minister of India on April 8, 2015.
➢ It provides loans up to 10 lakhs to the non-corporate, non-
farm small/micro enterprises. These loans are known as
MUDRA loans under PMMY.
➢ These loans are given by Commercial Banks, RRBs, Small
Finance Banks, Cooperative Banks, MFIs and NBFCs.
➢ The person interested in starting an enterprise may
approach any of the lending institutions as mentioned.
➢ Loans can be applied online through PMMY portal.
➢ In PMMY, MUDRA has created three products namely
'Shishu', 'Kishore' and 'Tarun' to signify the stage of growth
and development also funding needs of the enterprise and
also provide a reference point for the next phase of growth.
➢ Some latest figures related to the scheme are:

Financial Year: 2016-2017

No. Of PMMY Loans Sanctioned: 39701047
Amount Sanctioned: 180528.54 Crore
Amount Disbursed: 175312.13 Crore

PAGE 54
 Bibliography
NMIMS READING MATERIAL ON RESEARCH METHODOLOGY
(Pre-read recommended for project preparation)

https://unilearning.uow.edu.au/report/4bi1.html

https://en.wikipedia.org/wiki/Food_truck

https://www.webmd.com/food-recipes/news/20081202/top-11-
reasons-for-fast-foods-popularity

https://www.history.com/news/from-chuck-wagons-to-pushcarts-
the-history-of-the-food-truck

https://www.titlemax.com/history-of-food-trucks/

http://searchtriggers.com/marketing-strategy-definition-kotler/

https://en.wikipedia.org/wiki/Marketing_strategy

https://www.marketing91.com/4-types-market-segmentation-
segment/

https://www.mudra.org.in/

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Certification

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