RESTAURANT

INDUSTRY
RESTAURANT
INDUSTRY
INTRODUCTION
 Rapidly growing industry
 Wide variety ranging from upscale artisan eateries to
chains and franchises with thousands of locations.
 Worth more than $ 660 billion globally

•Today we have major players in this industry such as

KFC, McDonald's and Pizza Hut.

•This industry basically includes fast food

establishments like Pizza hut,cafés, mainstream
restaurant and find dining restaurants
HISTORY OF RESTAURANT
INDUSTRY
 This culture first appeared in Paris in 18th
century
 In 1765, M. Boulanger - The Father of the
Modern Restaurant - opened a ‘Bouillon’
 Aim was to bring health to those who did
not have private chefs
 Sale of soups called restorantes meaning
‘restoratives’ - origin of Restaurants
 English borrowed the concept and
introduced the “ A La Carte Menu”
 After World War II, the quick-service
restaurant segment of the industry grew
INDUSTRIES IN INDIA
 20th Century - Beginning of Transition
phase of the Indian Food Service
 In the 1990’s, concentration lied majorly on
Tier I and metro cities
 The early 2000’s witnessed a shift of
concentration in a lot of Tier II cities.
 In the present decade, there is a visible
increase in the Quick Service Restaurants
(QSR) market.
 Increased penetration by established
international brands in newer untapped
markets
KEY TRENDS & DRIVERS
 On an average Indians eat outside
2-4 times a Month
 Average expenditure is just $20.
 Various key drivers of restaurant
industry in India are:
Changing demography
Greater spending power
India as a travel destination
Infrastructure and IT destination
 ABOUT PIZZA HUT
o American restaurant chain and international
franchise.
o Has over 16000 locations worldwide as of 2015.
o Divided in to several different formats:
o Original family-style dine-in locations
o Storefront Delivery & Carry-out Delivery
o Dine-in Options
RISE OF THE INDUSTRY
 Announced a rebrand that began on
November 19, 2014
 Effort to increase sales
 Menu was expanded to introduce various
items
 Listed at number 24 in list of 200 most
influential brands in the world
 First Television commercial was produced
in 1965
STDP
Segmentation
 Geographic – Region
 Demographic - age, family income,
dual income earners
 Psychographic - socio economic class
 Behavioral - occasions, loyalty status,
user status
Targeting

Targeting done on basis of segments

 Geographic
 Demographic
 Psychographic
 Behavioral
 Differentiation

1. Features
 Pizza bases
 Appetizers
 Desserts
 Beverages
2. Mass customization
3. Conformance quality
4. Style
 HISTORY
 Founded in 1958 by Dan and Frank
Carney.
 First location in Wichita, Carney.
 Acquired by PepsiCo in 1977.
 First American company to open its
franchises in Iraq.
 SWOT ANALYSIS
Strength
 Premium positioning
 Excellent presence online and offline
 Service
 Hygienic
 Expands to a range of beverages, pastas and
garlic breads
 Has revenue spending power for sponsorship
Weakness
 Lack of presence in B grade towns
 High costs
 Lot of expectations

Opportunity
 Expansion of the food range, and towns
 Introducing new pizzas and dishes to
expand market
Threat
 Dominos is a single major threat
 The expansion?
 “pizzas are unhealthy”
 Food quality regulation
 Many new small scale competitors
 COMPETITORS
1.)Domino’s Pizza

•Direct competitors of Pizza Hut

•Continuous expansion in the last decade

2.)McDonalds
•Covers quite a considerable percentage of the
market share both locally and internationally.

•Efforts to expand to more and more towns

 3.)Starbucks
•Offers competition on the basis of market share
and control of the industry.
•Invests handsomely in ads hence making it easy for
its brand visibility
4.)Subway
•Significant competitor in the quick service sector.
•Number of store especially in the foreign
market has also been increasing
5.) KFC
•Invests a considerable amount of money in doing
its ads

•Second after McDonald’s in some aspects including

sales volume, units, and revenue among others.
INDUSTRIES IN INDIA
 20th century - Beginning of Transition
phase of the Indian Food Service
 In the 1990’s, concentration lied majorly on
Tier I and metro cities
 The early 2000’s witnessed a shift of
concentration in a lot of Tier II cities.
 In the present decade, there is a visible
increase in the Quick Service Restaurants
(QSR) market.
 Increased penetration by established
international brands in newer untapped
markets
COMPLAINTS/PROBLEMS
 Pizza hut India disgusting experience
 Pizza hut coupon code not working
 Pizza hut worst service experience etc.
 SOLUTIONS
 Maintaining hygiene and ambience
 Maintaining proper management computer system.
 Proper training for employees, fast service
 CONCLUSIONS
 With the rapid advancement in the field of
science and technology, restaurant industry
is making an advancement in the services
with the use of electronic restaurant menu.

 Since India is well known for her food lovers,

this industry has a brilliant future .
Thank You
TEAM MORSE:

Aditi Panigrahi –A004

Anubhuti Raj-A011
Devansh Jain –A015
Esha Puri-A018
Harsh Agarwal-A021
Manit Advani-A028
Palak Anand –A030
Vanshajh Paul –A052