CASE STUDY OF FAST FOOD FABLES

INTRODUCTION
In the mid 1990’s a spate of global fast food chains
entered hoping to capture a part of Indian fast food
segment but they found it difficult to establish
themselves.
 In 1995 McDonald's and Hard castle restaurants pvt.
Ltd.as a joint venture launched their fast products in India.
In 1996 Domino’s setup base in India with
franchisee agreement with Bhatia brothers who
had businesses in chemicals and fertilizers
In 1995 KFC(Kentucky Fried Chicken) has
chosen to set up its own outlet in Delhi,they
entered the Indian market.
 Products

 McDonald's Domino’s KFC

 Burger Pizza Chicken food
 Alu tikki Garlic bread Zinger burger
 Mc puff Chicken pizza Leg chicken fried
 Mc grill Cheese pizza Chicken lolipop
 Mc swirl
 McDonald’s
Personal factor

 McDonald's targeted children as well as adult age group

people.
 For the children they offer LEO TOYS with their happy
meal,but they eat.
 McDonald's adopt a strategy in their food segment so that
every people can buy their meals.their meals are not
expensive.
 SOCIAL FACTOR

 McDonald's produce their products according to the need of

the consumer.
 They opened the shop at Delhi during navratri for vegetarian
people.
 They made separate food for vegetarian and non vegetarian
people .
 Cooking style of McDonalds are also different to others .
 Cultural factor

 McDonald serve their service according to the customer

most of the people are vegetarian so they launched their
product according to the demand of the customer.
 They adopt a strategy that they divided their product
according to classes like upper class,lower class,middle
class.
 DOMINO’S
PERSONAL FACTOR

 Domino’s made efforts to give its product a local flavour.

 The company offered 12 types of pizza toppings such as
prawn topping and extra-hot toppings catering to the
consumers
 They also kept in their mind on option for kids –the choco-
pie which is chocolaty.
 Domino’s offered its customers free home delivery with a
promise to deliver pizza within 30 minutes.
 SOCIAL FACTOR

 They introduce a dessert after the main meal and also

launched sweet dishes .
 The service would identify which Domino’s outlet was
closest to the place where the customer was calling from,
and put the call through.
 Their specialty are pizzas.
 Cultural factor

 It offer special product in different regions.

 For south India it offered Chettinad Chicken and Mutton
Ghongoor.
 For north India it offered Butter Chicken and Paneer
Makhani.
 In east –Fish pizza tempered with mustard sauce .
 KFC
PERSONAL FACTOR

 KFC had Indianized its menu to a great extent .

 KFC initially preferred to retain its international taste.

 KFC offered only individual meal.

 KFC also made efforts to change its positioning. KFC’S

promos sought to attract families who looked for not only
food, but also some sort of recreation.
 SOCIAL FACTOR

 Indian families wanted more variety,and the KFC had only

one item on its menu.did not enhance its appeal.
 KFC was also thought to be expensive.
 KFC’s communication is not clear for family restaurant
 Consumers saw it as a chicken recipe restaurant.
 CULTURAL FACTOR

 KFC offered vegetable and chicken burgers,apart from

chicken on the bone.
 KFC launched a new range of wrap category snacks, which
included rolls, such as tortilla rolls.
 During the navaratri festival ,it offered a new range of nine
vegetarian products, which included paneer burger.
 A more fiery burger called zinger burger was also
introduced for teenagers.
 SWOT ANALYSIS

 STRENGTH:
 Wide variety of products
 Reasonable price
 Targeted all category of society
 Healthy conscious food
 WEAKNESS

 Expensive products range

 Lack of communication between the company and customer

 Less outlets in India

 Bad customer service

 OPPORTUNITIES

 Home delivery

 Customer care (toll free no.)

 Promotion

 Provide office lunch

 THREATS

 Huge competion in the market

 Protest against the Non-vegetarian foods

 Mounting losses and increasing operational expenses