A PROJECT ON

Submitted To Mrs. Geetu Sehra Submitted By Reeshik Bahl Enrollment No. 0811471705

Maharaja Agrasen Institute of Management Studies

Affiliated to Guru Gobind Singh Indraprastha University

CERTIFICATE
This is to certify that Reeshik Bahl of Maharaja Agrasen Institute of Management Studies has done a project entitled "Analysis of trend in Fast Food Industry" in the partial fulfillment of Bachelor of Business Administration as required under the rules of Guru Gobind Singh Indraprastha University and has successfully completed it.

Director's Signature

Coordinator's Signature

ACKNOWLEDGMENT
I am thankful to my coordinator Mrs. Geetu Sehra for giving me the opportunity to do project work and for providing me with this learning experience. Its with a sense of gratitude and thankfulness that I submit my research work. My sincere thanks to Maharaja Agrasen Institute of Management Studies for the help rendered during my study in the institute. I am also thankful to all the respondents for their Cooperation. I am extremely obliged and highly thankful to all those who have contributed to completion of this project.

Reeshik Bahl

CONTENTS

OBJECTIVES METHODOLOGY INTRODUCTION SECONDARY RESEARCH

O MC DONALDS O NIRULAS
o PIZZA HUT
O

CASE STUDY SUBWAY DOMINOS

PRIMARY RESEARCH
O O

CONSUMERS VIEWPOINT CORPORATES VIEWPOINT

CONCLUSIONS AND SUGGESTIONS LEARNINGS REFERENCES

OBJECTIVES
To analyze the rapidly changing trends in the Indian fast food industry over the past few years. To study consumption patterns of consumers pertaining to different age segments. To create an awareness about effects of fast food on health. To enhance our communication skills by exposing our minds to the world. To use our theoretical base in real life situations.

METHODOLOGY
Techniques used in collection of data:

I. Primary data
a. Survey (through questionnaires) b. Corporate interviews i. Dominos ii. Subway iii. Nirulas iv. McDonalds

II. Secondary
a. Internet b. Magazines c. Newspapers I prepared questionnaires and got them filled by various consumers of different age groups. Then I analyzed the information and expressed it graphically.

INTRODUCTION

The million dollar question that would disturb waves in many brains and raise eyebrows of people : WHAT IS FAST FOOD?? So the million pound reply would be that its like goodwill guess it is intangible but easy to describe and difficult to define but as said by Vincent Lombardi, Winning isnt everything, but making the effort to win is. So we give it a try: Fast food is the fastest catching food concept among the fastest changing youth. According to some intellectuals, Fast food is the food that is served fast. OR Fast food is the food that you eat to improve your speed OR Fast food is the food to express the fast pace within you

Apart from all this, the dictionary meaning of Fast Food is Prepared food requiring minimum of further preparation before sale or serving. India has been described as a nation of festivals and religions. But if we take a closer look into this, we find that, the crux of these concepts is that India is a country of multivaried cultures. These cultures give rise to different ways of expressing themselves. This has further given birth to various food habits. The varied terrain has also consolidated the view. If one goes from region to region in search of various fooding habits, the figures would be mind-boggling. Yes, we are deviating from the point, but the truth is that this fast food has been in India since time immemorial. In the North with the Himalayas, we have the spicy fried Tikki and Samosas. Going westward to the Gujarati desert of folksongs and camels, we have the delicious low-caloried Dhoklas. Going to Deccan hard land, the wavy violent sea banging the shores brings to mind the mixed vegetable, Bhaji served with Pao, or bread; PaniPuri and the most popular BhelPuri. Going further South to the land of Temples, we have Dosas, Idlis, and Vadas. But as the country was invaded and re-invaded by the Europeans in the 18th and 19th century, it brought foreign culture and hence foreign food into the nation. Indians, who love food eating and cooking were a bit apprehensive in the beginning but soon accepted the Latin and Italian flavours. Today as foreigners have come in via our own TV sets and media, the desire to eat good, better and the best from around the world has gained momentum. To add to this, People have welcomed the change and thus have encouraged leading foreign food brands to come and capture the Indian market.

Today, fast food is not just another type of food, but McDonald burgers and Nirulas pizzas have become a household name. Today, one may say that the target customers are the youth and the collegiate but the markets for these products is widening. It seems that it would take a manifold growth in the coming years as many outlets aim at selling their products to people from 8-88 years. This industry has today become a big investment market as crores are invested but the returns are much more.

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Mc Donalds
In 1954, a fifty-two-year-old milk-shake machine salesman saw a hamburger stand in San Bernardino, California, and envisioned a massive new industry: fast food. In what should have been his golden years, Raymond Kroc, the founder and builder of McDonald's Corporation, proved himself an industrial pioneer no less capable than Henry Ford. He revolutionized the American restaurant industry by imposing discipline on the production of hamburgers, French fries, and milk shakes. By developing a sophisticated operating and delivery system, he insured that the French fries customers bought in Topeka would be the same as the ones purchased in New York City. Such consistency made McDonald's the brand name that defined American fast food. In amassing a $500-million fortune, the king of the hamburger transformed the nation's cultural landscape and forged an industry that is among America's greatest exports. The widely imitated success of McDonald's offers an excellent example for today's managers and executives searching for greater production efficiencies. By putting the humble hamburger on the assembly line, Kroc showed the world how to apply sophisticated process management to the most prosaic endeavors. To succeed the McDonald's way, companies must define the basic premise of the service they offer, break the labor into constituent parts, and then continually reassemble and fine-tune the many steps
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until the system works without a hitch. Today, companies engaged in delivering pizzas, processing insurance claims, or selling toys benefit from the kinds of systems that Ray Kroc pioneered. To the degree that such operations maintain quality control, and cherish customer satisfaction, profits may flow. Adapting To Foreign Climates One key to McDonald's continued growth is international expansion. With operations in more than 65 countries, McDonald's now opens about one-third of its new restaurants outside of the United States. In the early 1990s, Fred Turner predicted that international sales would eventually surpass U.S. sales. While foreign markets can sometimes offer new obstacles for the American company, like hostile government bureaucracies and unreliable local suppliers, McDonald's faces an even greater overall challenge. In each country, from Belgium to Brunei, the company is forced to walk the tightrope of selling its uniquely American product, while simultaneously catering to local tastes. Although McDonald's always insisted on planting its rigid operating system in foreign soil, when it came to other aspects of the restaurants' operation, the company was more flexible. For example, to make the chain's name more easily pronounceable for Japanese consumers, it was changed to Makudonaldo, and its mascot became Donald MacDonald. Hamburger Central also allowed local operators to devise unique promotional campaigns. "Our name may be American, but we're all Irish," ran one promotional campaign for outlets in Dublin. Today, even the menus at McDonald's restaurants in foreign locations clearly reflect differences that do not exist at the company's American outlets. While the stores offer fare like hamburgers, French fries and
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milk shakes, there have been some additions: for example, when McDonald's restaurants opened in Germany in the early 1970s, they started serving beer; in the Philippines they offer McSpaghetti noodles, while Norwegian franchises offer a salmon fillet sandwich, the MacLak.

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Nirulas
Established in 1934, Nirula's

today is a diversified group having a chain of Elegant Business Hotels, Waiter Service Restaurants, Family Style Restaurants, Ice Cream Parlours, Pastry Shops and Food Processing Plants in India. The chain caters to over 50,000 guests every day. Nirulas quick-family restaurants offer delicious, hygienic, ready-to-go, quick service food. Leaders in the self service, value-for-money style of restaurants in India, these restaurants are enormously popular with a wide cross-section of customers. These restaurants enjoy an excellent reputation, providing customers with consistently high quality food at reasonable prices. Serving a wide range of foods -- from Continental to Indian along with its well-known Salad Bar -- the restaurant is popular among people from all countries. The chain also has Family-style restaurants serving a wide variety of multicuisine foods, both Western and Indian. The Chinese Room, one of the first Chinese restaurants in Delhi, serves authentic Cantonese food. Some of their outlets also have a well-stocked range of various liquors, exotic cocktails, wines, spirits and beers in a pub setting. The restaurants are strategically located in the hearts of Delhi and Noida.

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NIRULA'S PASTRY SHOPS are a one-stop shop for all sorts of bakery and confectionery items. The ICE CREAM PARLOURS, the first of their kind in India, offering an extensive range of exciting and innovative Ice Cream flavours with one new flavour added every month. On their own, these have created a name for themselves and are extremely popular.

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Pizza Hut
For ten of the last twelve years, Pizza Hut was named Best Pizza Chain in America in the "Choice in Chains" national consumer survey. In 1997 Consumer Reports named Pizza Hut the best pizza chain in America.

BRIEF HISTORY
The most important step in its growth came in 1977 when Pizza Hut was acquired by one of the giants of international business: PepsiCo, Inc. As part of the PepsiCo corporate family, Pizza Hut shared its leadership position with such products as Pepsi-Cola brand soft drinks and Frito-Lay brand snack foods. In October 1997, PepsiCo spun off the restaurant businesses (Pizza Hut, KFC and Taco Bell) and Tricon was founded. May 16, 2002 Tricon officially became YUM! Brands with the addition of two new brands, Long John Silver's and A&W. YUM! Brands is now the parent company of Pizza Hut. When combined these organizations now make up the world's largest restaurant group.

THE BUSINESS
The food service industry today is one of the fastest growing industries in the world, with the pizza segment a $25 billion business leading the way. Beginning with the original thin crust pizza first served in 1958, Pizza Hut
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continues to refine our product and develop new products to suit the customer's tastes. Today, millions around the world love the six core pizzas: Pan Pizza, Thin 'N Crispy, Hand-Tossed Style, Stuffed Crust, The Chicago Dish and The Big New Yorker. Pizza Hut also strives to present the products when and where the customer wants. To achieve this goal, they've developed a number of services through the years. Spurred by the increasingly rapid pace of living and the subsequent demand by consumers for convenience, Pizza Hut has taken aggressive steps to provide quality products at off-site locations. In recent years, Pizza Hut has streamlined and refined their carryout procedures to provide faster, more efficient service and rapidly expanded their delivery operations throughout the country. Thanks to these innovative new concepts, Pizza Hut pizza is now being enjoyed in sports arenas, major airports, shopping malls and office settings. As a result, Pizza Hut is greatly expanding its share of the off-premise, fast-food market, one of the fastestgrowing segments in our industry. VALUE SYSTEM At Pizza Hut, the culture reflects their values. This includes a shared vision of who we are and where we're headed. And it encompasses everything from the way we treat our customers to how we deal with our competitors. One of the most important values within the Pizza Hut culture is integrity. The people are committed to providing uncompromising quality and to providing
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service that is personal. Their integrity is also exemplified by how they treat their employees. They invest heavily in their people through skills training and management development. And they provide an informal environment with open communications to give them the freedom to make contributions on their own initiative. And because they give our employees a stake in the company's success, they take on the kinds of challenges people in other businesses only dream of. During the past four decades Pizza Hut has built a reputation for excellence that has earned them the respect of consumers and industry experts alike. The qualities of entrepreneurship, growth and leadership have characterized their business through more than four decades of success.

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HOW SUBWAY RESTAURANTS CAME INTO BEING?

It was the summer of 65. "Help Me Rhonda" was blasting from the speakers of newly minted Mustangs and T-Birds. Lyndon Johnson was in the White House and The New York Worlds Fair was offering a hope-filled but commercialized glance into the future.

It was that very future that Fred DeLuca was concerned about. Having just graduated from high school, young DeLuca turned his thoughts toward achieving a higher education. An education would no doubt be the key to success; the type of success that not even Fred himself dared to dream about. At this moment in time, a college education seemed as far-flung as the prospect of a man walking on the moon. It was a typically hot and humid summer day in Bridgeport, Conn., when the DeLuca familys phone rang. Dr. Peter Buck, a family friend called to announce that he had changed jobs and was moving his family to Armonk, New York, only 40 miles away. It was time for celebration, indeed, for it had been almost a year since the Bucks and the DeLucas parted company. Plans were quickly made for a reunion. It was on that fateful Sunday afternoon in July, 1965, during a barbecue at the Bucks new home, that a business
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relationship was forged between young Fred DeLuca and Dr. Buck that would forever change the landscape of the fast food industry. During the summer of 65, there wasnt that much hope that the eldest DeLuca child would have enough money to pay for his college tuition. He was a hardworking, competent and dependable young man but the $1.25-per-hour minimum wage job that he had at the local hardware store wouldnt begin to pay for an education. As they pulled into the Bucks driveway, it occurred to Fred that perhaps he could ask Pete for some advice. He half expected Dr. Buck to offer to loan him the money. After all, they had known each other for years and when Pete would learn how badly Fred had wanted to go to college, to study to become a medical doctor, there might be a good chance that he would offer to help. "I think you should open a submarine sandwich shop," said Buck. "What? What an odd thing to say to a seventeen-year-old kid," thought Fred. Before Fred could respond or express his surprise, he heard himself say, "How does it work?" Pete explained the submarine sandwich business. He said that all one had to do was to rent a small store, build a counter, buy some food and open for business. Customers would come in, put money on the counter and Fred would have enough to pay for college. To Pete, it was just as simple as that, and if young Fred was willing to do it, Pete was willing to be his partner.

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As the DeLucas were getting ready to leave, Dr. Buck pulled out his checkbook and wrote a check for $1,000. That was his investment in their new venture. On the drive back home, little did Fred know that if he succeeded at opening a submarine sandwich shop, he would accomplish more than funding his education. Success would mean financial independence and everything that comes with it, not just for him, but for many other people around the world. Success would mean adventure and excitement on a non-stop roller coaster ride that would eventually be called SUBWAY Restaurants. The duo had worked hard over the years. In fact, they had a goal of opening 32 submarine sandwich shops within 10 years. By 1974 they owned and operated 16 units throughout the state of Connecticut. Although it seemed unlikely that they would double that number in two years, DeLuca concentrated on expanding SUBWAY Restaurants. On a Monday night in 1974, Buck and DeLuca met with their attorney. With him, they discussed the future of their business. As they evaluated their options, talk turned to franchising. Franchising, they had previously thought, was for the big companies and had dismissed the idea. Now, being behind schedule, they were willing to look into it. All there was to do was recruit people who would invest their money and use Pete and Freds management system to open and run SUBWAY restaurants in their hometown. Rather than hiring consultants, DeLuca figured that the fastest way to expand the business was to go out and find a franchisee. Thats when he spoke to his friend Brian Dixon. DeLuca made him an offer that he couldnt refuse. He told
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him about their franchising plans and offered to loan him the money to buy their restaurant located in Wallingford, Conn. DeLuca even said that if he didnt like the business, he could return it to them and owe them nothing. Dixon refused. He was used to getting a paycheck every week and didnt want to risk going into business. DeLuca devoted his time to managing their existing restaurants and decided to worry later about franchising. One day, Brian Dixon changed his mind. When he reported to work that morning, he was shocked to discover a padlock on his bosss office and a sheriffs note that stated that the business was closed. It was bankrupt. Brian didnt panic. Somewhere in that sheriffs notice, he saw the word "opportunity" and decided to call DeLuca and take him up on his previous offer to become the very first SUBWAY franchisee. From that day forward, not only did Dixons life change, so did the way that SUBWAY did business. In the year 2004, the SUBWAY chain entered its 39th year of operation. It is the worlds largest submarine sandwich chain with more than 21,000 restaurants in 75 countries. As a matter of fact, the SUBWAY chain operates more units in the US and Canada than McDonalds does. Countless awards and accolades have been bestowed upon Fred DeLuca and the SUBWAY chain over the past 39 years. The SUBWAY name and its products have even appeared in numerous television and motion picture productions. Not bad for a seventeen-year-old kid from the projects!

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Mission Statement
"To provide the tools and knowledge to allow entrepreneurs to successfully compete in the QSR industry worldwide by consistently offering value to consumers through providing great-tasting food that is good for them and made the way they like it."

Core Values and Philosophy

Committed to customer satisfaction through offering high quality food with exceptional service and good value. Take great pride in serving each other, our customers and our communities. Seek continuous improvement in all that we do. Value a sense of urgency and emphasize an innovative, entrepreneurial approach to business. Expect fairness and mutual respect in all our activities. Know our success depends upon the initiative we take individually and our ability to work as a team.

National Advertising
The target for SUBWAY Restaurants media buying is 18-49 in order to maximize our buying power with a skew toward programming that delivers
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better to the younger 18-34 audience. The goal of its current advertising campaign is to increase the brand presence in the consumers "consideration set"--that is, which fast-food restaurants consumers consider when deciding where to eat. It is doing this by continuing to build the brand on the "freshness" platform. SUBWAY Restaurants is expanding its universe of potential customers as a place for "TASTY" and "HEALTHY" food. This positioning, communicated via an effective advertising campaign, will serve to make the SUBWAY chain part of customers everyday consideration set. The majority of the advertising is done via national TV during prime time, sports and late programming on major broadcast networks and cable networks. Additional advertising is done via local markets on TV, radio and in print. SUBWAY restaurants also promote advertising messages and specials instore with point-of-purchase material such as posters, menu translites, etc.

What is SFAFT?
The SUBWAY Franchisee Advertising Fund Trust or SFAFT governs advertising. SFAFT functions independently of Doctors Associates Inc., which is the franchiser of the SUBWAY business franchise concept, and its affiliates. SFAFT manages funds contributed by SUBWAY franchisees. It was established to create advertising and marketing programs that are designed to build restaurant sales and promote the systems image.

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DEPARTMENTS AND ORGANIZATIONS

SUBWAY Restaurants is the worlds largest submarine sandwich chain and the second largest restaurant chain in the world. SUBWAY Restaurants employs about 150,000 men and women at more than 16,000 locations around the world. With an operation that large in scope, its no wonder that there are more than 600 development and support people employed at the chains world headquarters in Milford, Connecticut. The following are just some of the diverse departments that are required to run a truly world-class operation: Construction: This department is chiefly responsible for seeing that our restaurants are supplied with the correct equipment and signage. Franchise Sales: This group is dedicated to finding those individuals who possess the entrepreneurial spirit required to open a SUBWAY franchise of their own. New Business Development: This team works closely with potential franchisees who wish to open a SUBWAY restaurant in non-traditional locations--such as in a supermarket, movie theatre or gas station. SUBWAY Real Estate Corporation: The men and women of this division assist franchisees with real estate leasing and negotiations. Store Design: These skilled draftsmen provide blueprints and help plan the overall layout of each SUBWAY restaurant.

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Franchisee Services: This large department is the franchisees lifeline to headquarters to which they report sales, order materials and communicate on a regular basis. Operations: The division that is responsible for enforcing standards, training and providing operational assistance to franchisees and field staff. Art: This creative group designs materials for use in SUBWAY Restaurants ranging from the pattern on the wallpaper to the pictures used in the advertising/marketing materials. Customer Care: Dedicated specialists who are in constant communication with our consumers. Public and Community Relations: This group is the main contact point for members of the media and community outreach programs. Publications: The team that provides news and information to our franchisees, field staff, sandwich artists and headquarters employees. Local Store Marketing and Promotions: This department helps franchisees in local markets with initiatives designed to increase sales at their restaurants. Meetings and Conventions: With a company as big as SUBWAY Restaurants, teams of professionals are needed to organize the logistics of large meetings and gatherings of staff throughout the world. Research & Development: This department is responsible for developing and test marketing the food that we serve and the equipment that is used.

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SFAFT (SUBWAY Franchisee Advertising Fund Trust): The ones responsible for the creation and placement of our commercials and print ads. International: Providing support to our franchisees location outside of the United States and Canada.

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How Is SUBWAY Compared to Competitors

SUBWAY Restaurants Franchise fee: $12,000 Start-up cost: $69,300 to $191,000 Basic royalty: 8% Advertising royalty: 3.5%

McDONALDS*
Franchise fee: $45,000 Start-up cost: $432,800 to $715,150 Basic royalty: 12.5% includes advertising Service fee: 4.90%

PIZZA HUT**
Franchise fee: $25,000 Start-up cost: $218,500 to $1.3 million Basic royalty: 6.5% Advertising royalty: n/a

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Worldwide Expansion
It was a cold winters day back in December of 1984, in what had been the close of an eventful year. When SUBWAY Restaurants co-founder Fred DeLuca peered out of his office window, he saw in his minds eye, a vision of a far-off land. This land was so completely different from the snow-covered New England landscape that was familiar that his quiet contemplation of things to come ended with a jolt. He realized then that his remarkable journey also included taking the road less traveled. Back in 1984, Ronald Regan had just been re-elected to the White House and the first of a string of hits assured Madonna her status as a pop music icon. The hit show "Miami Vice" premiered on national television, introducing millions of viewers to a crime-fighting duo who used pastel-colored designer clothing and exotic automobiles as part of their arsenal of weapons used to uphold the law. It was also an important year for SUBWAY Restaurants. The company had increased its number of locations eight-fold and had embarked on its first adventure in a foreign land. Where did the SUBWAY chain open its first international location? It wasnt in Canada, Mexico or somewhere close to the United States. It wasnt in England, Australia or somewhere that English is the official language. It wasnt in Germany, France or somewhere else where many different types of sandwiches are popular. Its not where you might think.

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SUBWAY Restaurants tested international waters when it opened its first unit in the small exotic Middle Eastern island nation of Bahrain in December of 1984. In a relatively short time, SUBWAY Restaurants started to appear in such distant lands as Iceland, Poland, Nicaragua and China. SUBWAY Restaurants, the worlds largest submarine sandwich franchise, goes to tremendous lengths to bring great taste and fresh ingredients to consumers in the farthest reaches of the globe. With more than 1,000 international locations in 73 countries worldwide, SUBWAY Restaurants is a leader in fast-food international development. Today, the chains brand name and product recognition continue to inspire partnerships in all corners of the globe. The year 2002 marked the opening of the first SUBWAY restaurants in the Bulgaria, as well as the 50th unit in the New Zealand, the 100th restaurant in the United Kingdom and the 400th location in Australia. In upcoming months, the plans for SUBWAY restaurants in countries such as Belize, Luxembourg, Thailand Romania and Hungary are on the drawing board, despite the diversity of cultures. Wherever SUBWAY restaurants are located, the menu stays relatively the samewith the exception of some cultural and religious variations. World travelers can expect the same fresh ingredients regardless of what nation they are visiting. According to Carlos Eduardo Avila, SUBWAY Restaurants development agent in Venezuela, "Franchisees are attracted by the proven success of SUBWAY Restaurants, and they consider brand recognition to be of the
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utmost importance. The first-50 restaurant phase is only the beginning of a great challenge for SUBWAY Restaurants to become Venezuelas number one quick-serve restaurant." Paul Zeck and Rodney Coverdale are the franchisees of the newly opened SUBWAY restaurant at the Casuarina Shopping Square in the bustling tropical capital city of Australias vast Northern Territory, Darwin. Darwin, with palm-shaded streets, flowering exotic plants, crocodiles, water buffaloes and wonderful sunsets, is one of the fastest-growing cities in Australia and, now, home to two SUBWAY restaurants. The franchisees researched and deliberated for more than a year, finally concluding that the chain most suited their needs. "We intend to open up more SUBWAY restaurants as soon as we are able. We are go-ahead people with a can-do attitude, and SUBWAY Restaurants is a go-ahead type of company," says Zeck. The SUBWAY Restaurants' partnership that was created in 1965 between Fred DeLuca and Dr. Peter Buck marked the beginning of a remarkable journeyprofessionally and personallyone that made it possible for thousands of individuals to build and succeed in their own business. Thirty-six years have passed since Dr. Buck loaned 17-year-old DeLuca $1,000 to open a sandwich shop, with the intent that the restaurant would help pay for DeLucas college tuition. In a relatively short period of time, the SUBWAY Restaurant concept developed into the largest submarine sandwich franchise in the world, with more than 17,500 locations in 7 countries (as of January 2003). Recently, SUBWAY Restaurants received the distinction of being named the "number one" franchise opportunity in all categories by Entrepreneur magazine, winner
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of the gold award for the sandwich category in the Restaurants and Institutions Choice in Chains Award and has received the Menu Masters Award for best menu/line extension as presented by the editorial board of Nations Restaurant News. SUBWAY Restaurants is a registered trademark of Doctors Associates Inc.

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DOMINOS
THE WORLD LEADER IN PIZZA DELIVERY
Founded in 1960, Domino's Pizza is the recognized world leader in pizza delivery operating a network of company-owned and franchise-owned stores in the United States and international markets. Domino's Pizza's Vision illustrates a company of exceptional people on a mission to be the best pizza delivery company in the world It's all in the numbers... In 2003, Super Bowl Sunday was one of the busiest day of the year. Domino's sold close to 1.2 million pizzas, which is about 42 percent more pizzas compared to a normal Sunday. Super Bowl Sunday ranks among the top five days for pizza deliveries annually, up there with Thanksgiving Eve, New Year's Day, New Year's Eve and Halloween. Ever wonder about what the three dots stand for in the Domino's Pizza logo? They represent the first three Domino's Pizza stores. The plan was to add a dot for every new store, however, with Domino's current store count more than 7,500 that would have been quite impossible to continue.

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India
Domino's has respected the Hindu reverence for the cow by omitting pepperoni, the beef based topping and replacing it with spicy chicken sausage. Domino's is the recognized world leader in pizza delivery. But it isn't just about delivering; it's also about giving back to the community. We believe that an essential component of corporate responsibility is to provide support to charitable organizations that benefit the communities where our employees and customers work and live. Headquartered in Ann Arbor, Michigan, Domino's is committed to supporting initiatives and causes in its hometown while also participating in national programs that align with our vision, guiding principles and strategic focus. More than just a pizza delivery company, Domino's is a company that cares across the street, and across the world:

Local Support - Pizza Donations

If your charitable organization is located in the Ann Arbor, Ypsilanti or Saline, Michigan area, and would like to request a pizza donation for an upcoming event, please put your request in writing and fax to 734-930-4346. Requests may also be mailed to Domino's Pizza Community Relations, 30 Frank Lloyd Wright Dr., PO Box 997, Ann Arbor, Michigan, 48106-0997 Charitable organizations outside of Ann Arbor, Ypsilanti or Saline, Michigan area that are seeking pizza donations for a specific event are encouraged to submit written requests to local Domino's Pizza stores in their communities. Local franchised owned stores welcome the opportunity to participate in
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community-related programs and activities. Use our store locator, to find the Domino's Pizza store in your neighborhood.

Team Member Assistance

In addition, Domino's Pizza is concerned about our 140,000-team members worldwide. In 1986, a group of franchisees formed The Partners Foundation, a non-profit organization established to assist team members in time of special need or tragedy as a result of natural disasters, unexpected afflictions, on-thejob accidents and other emergencies. Since its inception, The Partners Foundation has helped thousands of Domino's Pizza team members and their families with financial, emotional, intermediary and advisory assistance.

In a Time of Need
Domino's stores in New York City and Washington DC provided more than 12,000 pizzas to relief workers at Ground Zero following the September 11, 2001 tragedy. Domino's established a team member matching funds program to financially assist the American Red Cross and donated $350,000 to the Disaster Relief Effort.

OUR COMMITMENT TO QUALITY

Since 1960, Domino's Pizza has been committed to providing our customers with the best-tasting, highest-quality pizza, using only the finest ingredients, and delivering it directly to their door. That is what made us the world leader in pizza delivery. We continue to focus on our Vision:

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Exceptional People on a mission to be the best pizza delivery company in the world.
While Domino's has an uncompromising commitment to quality, we also have a strong commitment to the humane treatment of animals. As part of its ongoing commitment to provide its customers with only topquality products, Domino's Pizza LLC works diligently with its suppliers to ensure they meet or exceed the company's rigorous standards as they relate to food quality and safety. Some concern was raised in early 2004 after the United States Department of Agriculture (USDA) confirmed a positive case of Bovine Spongiform Encephalopathy (BSE) (sometimes called "mad cow disease") in a single cow in the state of Washington.

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SAMPLE QUESTIONNAIRE
WE ARE THE STUDENTS OF CBS AND WE ARE CONDUCTING A SURVEY ON THE RISE OF THE FAST FOOD INDUSTRY IN THE PAST FEW YEARS. WE SHALL BE GREATLY THANKFUL TO YOU IF YOU CAN SPARE SOME TIME TO FILL THIS QUESTIONNAIRE. 1. NAME.. 2. AGE GROUP

BELOW 15 YEARS 15-25 YEARS 25-45 YEARS 45 ABOVE

3. OCCUPATION

STUDENT SERVICE SELF EMPLOYED UNEMPLOYED

4. DO YOU LIKE FAST FOOD?

YES NO

IF YES, ANSWER THE FOLLOWING:

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5. HOW OFTEN DID YOU VISIT A FAST FOOD JOINT 3 YEARS AGO?

MORE THAN ONCE A WEEK ONCE A WEEK ONCE A MONTH OCASSIONALLY

6. HOW OFTEN DO YOU VISIT NOW?

MORE THAN ONCE A WEEK ONCE A WEEK ONCE A MONTH OCASSIONALLY

7. RANK THE FOLLOWING OUTLETS ACCORDING TO YOUR PREFERENCE

Mc DONALDS PIZZA HUT NIRULAS ANY OTHER..(PLEASE SPECIFY)

8. RANK THE FOLLOWING FACTORS THAT ATTRACTS YOU MOST TO THE JOINT YOU LIKE

BRAND IMAGE FOOD QUALITY CROWD PRICE FACTOR

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9. HOW MUCH DO YOU SPEND ON EACH OUTING ON AN AVERAGE, PER HEAD?

BELOW 50 50-100 100-150 150 ABOVE

10.WHY DO YOU GENERALLY GO TO FAST FOOD JOINTS?

PARTYING FAMILY OUTING CONVINIENT LOCATION CHILLING OUT

11.ARE YOU AWARE OF THE EFFECTS ON HEALTH OF EATING FAST FOOD?

YES NO

12.DO YOU PREFER HOME DELIVERY TO EATING OUT?

YES NO

13.IN TERMS OF AMBIENCE, DCOR, INTERIORS, ETC. WHICH JOINT PROVIDES THE BEST EXPERIENCE OF EATING OUT?

Mc DONALDS PIZZA HUT NIRULAS ANY OTHER.(PLEASE SPECIFY)

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14.ANY

STRONG

SUGGESTION

FOR

ANY

OUTLET

I AM THANKFUL FOR YOUR CO-OPERATION.

MY RESULTS WILL BE COMPILED WITHIN 20 DAYS. ANYONE INTERESTED MAY ASK FOR THE RESULTS. THANK YOU ONCE AGAIN.

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MARKET SHARE

5% 23% 41%

Mc Donalds Pizza Hut Nirula's

31%

Others

(According to consumers preferences)

According to the survey conducted Mc Donalds has got the largest market share. In the survey 41%people voted in favour of Mc Donalds,31% people voted for Pizza Hut,23% voted for Nirulas and 5%voted for others (maximum for Wimpys).This means that Mc Donalds is growing at a much faster rate.

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Number of people who like Fast food

92%

8%

YES NO

The above diagram depicts that 92% people of the total sample studied like fast food. This shows that majority of the Indian population likes eating Fast food and this trend is increasing at a rapid rate. Those people who dont like Fast Food mainly belong to age group comprising 45 and above.

FACTORS THAT ATTRACT A CUSTOMER

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69%

10% 11% 10%

Brand Image Food Quality Crowd Price Factor

In the survey 69% people gave preference to food quality than any other factor that attracts them to a Fast Food joint, 11% gave preference to price factor and 10% each for brand image and crowd.

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AWARENESS OF CONSUMERS ABOUT HEALTH PROBLEMS RELATED TO FAST FOOD

11%

Aware Not Aware 89%

This shows that 89% people are aware of health problems caused due to excess eating of Fast Food and rest dont know about these. In the survey though many people knew about health problems but still they prefer eating Fast Food.

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TREND IN CONSUMPTION PATTERN

1% 2 Ic ae n re s 5% 2 Dc ae e re s 3% 6 N tc a g d o hne

Above diagram depicts the Trend in consumption pattern of consumers. It signifies that 52% people have started visiting Fast Food joints more frequently than before, 36% have not changed their eating habits and 12% have decreased their frequency of visiting Fast Food joints. The increase in frequency of visiting to these joints is mainly because of a change in Food Habits.

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WHOS AMBIENCE, DCOR, INTERIORS ARE THE BEST?

50% 40% 30% 20% 10% 0% Mc Donalds 31%

42%

15%

12%

Pizza Hut

Nirula's

Others

In the survey mostly people voted for Pizza Hut to have the best interiors, decor and ambience. To be exact 42%people voted for Pizza Hut, 31% for Mc Donalds, 15% for Nirulas and 12% for other joints.

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WHAT PEOPLE PREFER?

52% 50% 48% 46%

Home Delivery

Visiting Joints

This shows that 52% people like to visit the joint for eating Fast Food whereas 48% people likes food to be delivered at their door step. This mainly includes the preferences of the consumers and not the situation under which consumptions is done.

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REASONS FOR VISITING FAST FOOD JOINTS

Partying 14% Family Outing 30% 6% Convenient Location Chilling Out

50%

According to the survey conducted, 50% people go to these joints for chilling out, that is just for hanging out, (this mainly includes a large portion of young college going crowd), 30% go for family outing to these joints, 14% go for parties in these joints and 6% go mainly because of their convenient location.

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Questionnaire
(For company personnel) 1) 2) How do you define fast food? What is your market share in the fast food industry

according to you? 3) 4) 5) 6) 7) 8) 9) 10) Which age group do you target the most? How do you think that your organization is better then others? What trend are you facing now a days? What are your hot selling items? Can we have some knowledge of your last years financial reports? Are you having some special offers for this festive season? What is your advertising strategy? Any specific point that you want us to include in our

study? Please suggest.

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DOMINOS
(Views of company personnel) According to them, fast food is defined as the food, which is easy to make. They dont have a variety of food items but have a wide variety of pizzas. Due to increasing competition, some marketing techniques are also being used by them like In NAVRATRAS, Buy one pizza and get another absolutely free, 30 minutes to free scheme i.e., if the order is not delivered to your home within 30 minutes, they will serve you for free, etc. So their motto is Think of delivery, Think of Dominos. However, though they deal in a wide variety of pizzas, low priced pizzas are their hot selling item.

SUGGESTIONS
Dominos is advised to bring down their rates sharply without affecting their food quality. Also, to maintain their time guarantee. They should increase their seating capacity at their restaurants.

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NIRULAS
(Views of company personnel) NIRULAS has been number 1 among all fast food joints from the past many years. They are continuously facing a rising trend.Fast food mainly includes all those food items which are quick to prepare.According to him Nirulas market share is between 25-30%.Young generation is the most targeted group for them and the schemes like free ice creams to all those students who score more than 90% marks, free coke for order more than Rs.400/-, etc. are the most popular. Also, In our analysis of consumer survey 24% of the market share has been acquired by Nirulas alone. It is the only joint from the past many years that provides a large variety of foodstuffs. It can be regarded as Fast Food joint as well as a family restaurant.

SUGGESTIONS
While concentrating on opening more outlets, they have let slip their food quality, which urgently needs to be beefed up. Their market share has also been steadily decreasing, as they have not been able to fight their MNC rivals effectively.

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SUBWAY
(Views of company personnel) They define fast food as pick and take away. SUBWAY is one of the famous restaurants all over the world. SUBWAY provides an edge over the other outlets in the following manner: They make food in front of consumers. They are customer oriented- make food according to the preferences of the consumers. world. Though in our survey, SUBWAY didnt get many votes from the consumers, but foreigners favour it. Thus, SUBWAY is in literal terms, a fast food joint. Their food is like Pick and Drive. They have a wide range of sandwiches, which are famous all over the

SUGGESTIONS
Their food is largely perceived to be alien to Indian taste buds, so first they should Indianise their menu. They should open more outlets countrywide and run a more aggressive advertisement campaign.

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LEARNING
This project gave an opportunity to me to apply my theoretical knowledge of management education in practical situation. Interacting and dealing with professionals, snatching a peek into the corporate world, this project taught me real business skills. I not only learnt how to prepare a truly professional business report (I hope it is!!), but this project will always hold great meaning for me because I feel, this is my first step in the Business world. As for the qualities I honed in myself and COOPERATION would top the list. Perceiving the others viewpoint, respecting others opinions, clearing misunderstandings.. I learnt it all. In the true sense, this project was an eyeopener for me. Despite the long hours staring into the computer screen, poring over questionnaires. I now feel it was more than worth it all. I truly and deeply feel gratitude for being given such a marvelous opportunity.

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REFERENCES

INTERNET
o www.Mcdonaldsindia.com o www.pizzahut.com o www.subway.com o www.nirulas.com o www.dominos.com o www.bbcworld.com o www.cnn.com

NEWSPAPERS o The Economic Times o The Hindustan Times o The Times of India

MAGAZINES o Pitch

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o Business Today

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