Franchisee In Restaurants Comparative Study Of Mc Donald's Franchises

3940 words - 16 pages

Franchise in RestaurantsComparative Study of McDonald's FranchisesGroup - 6Biswajit Mishra (P122056)Karthikeyan Annamalai (P122018)Sriram K Thwar (P122045)Vidit Jain (P122051)Table of Contents3INTRODUCTION 3LITERATURE REVIEW 3THE INDIAN FAST FOOD MARKET - AN OVERVIEW 5COMPARISON STUDY 5McDONALD'S 5NIRULAS 6WIMPYS 6ABSTRACT 6METHODOLOGY 6SERVQUAL 8ANALYSIS 14RECOMMENDATIONS 15DISCUSSION AND CONCLUSION 16REFERENCES INTRODUCTIONThe restaurant industry is a demanding sector that stresses the provision of high-level customer service and continuous quality improvement. As lifestyles change and dining out becomes more and more commonplace, customers desire new flavours, comfortable ambience and pleasant memories. What is more, they prefer an excellent overall dining experience. Dining experience is comprised of both tangible and intangible elements. While tangible elements can easily be improved, the intangible part of restaurant service requires considerable attention. Researchers have noted that the ability to deliver high quality service will provide long-term financial viability and sustainable business success. Hence, restaurants that provide customers with quality services can gain a stronger competitive position in today's dynamic marketplaceTraditionally over the ages, fast food for the average Indian customer meant having breads i.e., paranthas, rotis etc. with sabzi or achaar. These were the traditionally available snacks or in the form of samosas etc. All the items were available at the roadside dhabas or the local sweet shops. There were no established eating places or restaurants for the average Indian customer.It was the Nirulas family way back in 1920's that started the trend of opening good eating places in the city. Nirulas initially when they entered the restaurant business were more into catering and hotel business. It was only in the late 50's and early 60's that they decided to open up a restaurant serving snacks and fast food. By 70's they had a pastry shop, snack place and Hot Shoppe. This started the trend of eating joints in the city and over the country. Nirulas was considered to be the pioneer in fast food business. Seeing its success in the country other local fast food joints and restaurant started coming up in the 80's. With the coming up of these local joints Nirulas was not left behind. It had a well-established fast food chain over the next decade. However seeing the potential in the country in the 90's due to the changing life styles, the established chains world over made their entry into the Indian food market. However the tastes and the style of the kind of food which these MNC's we offering the Indian customer has been made familiar to him by Nirulas only.Although the concept was introduced to the Indians way back, but in the true sense market for fast food has been developed only after the entry the various MNC's starting with Wimpys to McDonald's, Pizza Hut, TGIF, Dominos etc., with many more to come over the next...

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