DOMINO's PIZZA

Domino's Pizza is an American fast food restaurant serving a variety of pizzas.

It was established in the year 1960. Presently, it has its operations all over the world. It is
headquartered in Ann Harbor, Michigan. Dominos is one of the oldest fast food chain
operating internationally.

In India, the master franchise of Domino's is Jubliant foodworks. It was originally

started under the name Domino's pizza Pvt. Ltd. in 1995 which was changed to Jubliant
Foodworks in the year 2009. The first outlet of Domino’s was opened in the year 1996 in
New Delhi. Presently, it is headquartered in Noida, Uttar Pradesh. Domino’s has its second
largest market in India as of 2014. Some of the sales promotion activity undertaken by
Domino’s pizza are as follows:

 The 30 minute delivery promise: It took the challenge of delivering the pizza in 30
mins and if there was a delay the pizza would be given free to the customer .
 Delivery to railway passengers- Domino’s has connected with the Government aand
has started with the delivery to the passengers travelling by railways in India.
 Provision of pizzas from Rs.49- Domino’s provided pizzas starting from Rs.49 with a
view to encourage sales from all the income groups.
 Offering discount coupons – Domino’s pizza offers many discount coupons which are
a major tool for driving sales.
 Sponsorships- Domino’s pizza offers sponsorship to many college events, cultural
programs to increase the brand visibility.

Domino’s had a few competitors when it started its business in 1996 specifically
from Pizza hut and McDonalds. But presently, it faces neck to neck competition from many
of the fast food companies like Sbarro, Insta pizza, Burger King, etc. Domino’s started its
online food ordering website and app which increased its sales by 18-20% . Domino's also
has more than 1000 outlets in India.

Domino’s plans to increase its delivery to railway passengers to over 130 stations
which is currently 60 stations. Domino’s plans to double its number of outlets by the year
2021. It also plans to grow the business by bringing in more innovative and improved variety
of pizzas.
 JUMBO KING

Jumbo king is a chain of quick service restaurants serving mainly the Maharashtrian
regional dish, i.e, the Vada pav. It was founded and started by the husband and wife Dheeraj
Gupta and Reeta Gupta. It started operating in 2001. The first franchise was established at
Malad in Mumbai. Presently, it has its operations in many other states including Maharashtra,
namely in Bangalore, Hyderabad, Gujarat, Madhya Pradesh (Indore), Uttar Pradesh
(Lucknow). It operates from a total of about 300 outlets serving at different locations.

Jumbo king has been very innovative with its products which have helped it to face
and sustain the competition that it receives from around every vada pav vendor. With the
authentic vada pav having potato filling, it has also come up with vada pavs having filling of
various other vegetables like the corn and spinach, corn and peas vada pavs. Their innovative
approach towards modifying the roadside and the most popular snack of Maharashtra has
helped them to earn a decent amount of profits over the years. The distinct features of Jumbo
king that have acted as USP for Jumbo king are as follows :

 First branded vada pav chain - The first largest and branded vada pav has been sold
through Jumbo king.
 Serves purely vegetarian food- It has been an advantage for the vegetarian people who
are reluctant to visit the restaurants offering veg and non veg food together, for e.g,
McDonalds
 Affordable pricing- It has been providing vada pavs at a price which is very
affordable rather than bigger brands like McDonald’s and Burger King.
 The concept of Indian burger- Jumbo king is a purely Indian brand which is served
similarly like a burger. So the concept of Indian burger came into existence.
 Serves hygienic food- The vada pavs and all other products are cooked and sold in a
very hygienic environment.

Jumbo king has also worked on increasing its coverage and sales in the following ways:

 Launch of a short video on the Facebook- Jumbo king made a video with a tagline in
2016 before the T20 world cup and the upcoming IPL season that year with the
tagline #KyunkiDilHaiDesi.
  Survey undertaken to serve the customers in a better way- A survey was undertaken
in the year 2015 to understand the customers in a better way and make Jumbo king a
better organisation serving a large section of the Indian society.

STARBUCKS

Starbucks is an American coffee company and coffeehouse chain. It has its operations all
over the world. It is headquartered in Utah, South Seattle, U.S.A and it was founded by Jerry
Baldwin, Zev Siegl and Gordon Bowker in the year 1971. It started as a seller of roasted
coffee beans. The concept of selling brewed coffee came much later. Initially, it started
selling espresso coffee at its outlets. Starbucks has a huge customer base. It serves around
100 million customers every week.

In India, Starbucks has an alliance with Tata Global beverages. They have a joint venture
type of company. In India, Starbucks is known as “Starbucks- A Tata alliance/company".
Starbucks entered the Indian market in 2007. But failed to continue. It finally started its
business in India by partnering with Tata global beverages in 2012 at Elphinstone, Mumbai.
After that there has been no looking back. Starbucks then expanded to many other locations
in India. It had established around 40 stores in 17 months after it started its operations in
2012. It still hasn’t penetrated to every state of India. All the 162 locations that it has in India
are located in a few cities, namely, Mumbai, Surat, Ahmedabad, Noida, Gurgaon, New Delhi,
Pune, Bangalore, Hyderabad, Chennai, Kolkata and Chandigarh. Most of its outlets are
present in Mumbai itself (46). The other locations have a limited number of outlets. In
January 2017, Starbucks also launched it’s own tea brand called “Teavana" in India as
Indians are more of ‘chai lovers’ than ‘coffee lovers'. It has customized its menu in India
according to the Indian tastes and preferences.

Tata Starbucks have priced the products in a moderately higher price range. Its pricing is
higher than that in the U.S. The sales promotion of Tata Starbucks throughout its journey can
be summed up as follows:

 Word-of- mouth communication: Tata Starbucks has not advertised its product
through the popular medias of advertising like television or newspapers much but it
has rather focused on providing quality products and improving customer experience
in the store. They focus mainly on word-of-mouth communication. (Panmore)
  Rewards program: It is applicable for those customers who are the regular visitors or
either buy in large quantities. In this, customers can avail freebies after ordering for a
certain amount of company’s products. (Panmore)
 Focus on maintaining personal relationships and create value for customers.(blogspot)
 The concept of open restaurant: It has worked greatly for Starbucks since it triggers
immediate action from the buyer (purchase)

Tata Starbucks plans to open about 30 new outlets by the end of the financial year 2019.
Also, it plans to continuously work on the innovations as it has done earlier. Tata Starbucks
being a very recent launch in India has incurred losses in its initial years but looking at the
future it has a brighter side. It has started earning profits which may be continued in the
further financial years.
 SUBWAY

Subway is an American chain of restaurants. Subway was founded in August 1965 by

Fred Deluca and Peter Buck at Connecticut in United States of America. Currently, it is
headquartered at Milford, Connecticut in the United States. Subway is an international brand
with its operations in over 111 countries. It’s main product is the submarine sandwich along
with the other innovative products that it offers.

Subway opened its first location in India in New Delhi in the year 2001. It does not serve
the pork and beef sandwiches in the Indian subcontinent. Rather it has designed a different
menu specifically for the subcontinent. Subway started serving a menu including the lamb
and chicken sandwiches for the non vegetarians and vegetable sandwiches for the vegetarian
customers ( qsr magazine). Presently, it is located in over 68 Indian cities. Observing the
changing perspective of the people towards their health, Subway also came up with the
purely vegetarian outlet for the first time in the campus of Lovely Professional University,
Jalandhar. It has now also launched its second all vegetarian outlet along with the Jain food in
Paldi, Ahmedabad. (Toi)

Subway is seen as a healthy option rather than a junk food restaurant. It provides many
sandwiches which are healthy and filling rather than being a snack. The sales promotion
activities that they have focused on in India are as follows:

 Making of sandwiches in front of the customer : They make the sandwiches in front
of the consumers to show them that their products are fresh and to highlight their
quality parameters. It goes in line with its slogan also, i.e., “Eat Fresh".( MBA skool)
 Focus on the health aspect : It has introduced all vegetarian restaurants in India to
showcase itself as a brand having concern towards its customer’s health.
 Buy one get one free offers : It gave this offer on the eve of the National Sandwich
day.
  Awareness campaign on obesity
 Loyalty programs for regular customers
 Sponsorships in events, sports events, training camps by using brand ambassadors like
Shilpa Shetty and Micheal Phelps. ( arts columbia)
 In store ambience has always played a positive role in increasing the sales for
Subway.

Subway sees a large potential in the Indian QSRs. It plans to be ranked number one in the
QSR industry in the coming years by focussing on its healthy menu. They are also planning
to bring in more bolder flavours to the menu which the customer are expecting from them.

CAFE COFFEE DAY

Cafe coffee day is purely an Indian cafe chain having its operations in around six
countries. It was founded by V.G. Siddhartha. The first outlet was opened in Bangalore,
Karnataka. It is headquartered in Bangalore itself. The coffee chain began its operations in
1996. Cafe coffee day started with the vision of pioneering the coffee culture which was in
trend in the era of 90s. It has the largest market in India for coffee house chains serving
across all over India.

Cafe coffee day has been the largest producer of arabica coffee beans in Asia. It has
received many rewards and recognitions over the last 20 years. It is normally targeted
towards the upper middle class section of the society. It has always shown its customers as
youth who meet and catchup over a coffee indicating that the cafe sees the youth as its
potential customers. It focuses very much on the social media marketing. The pages on
Facebook or Instagram are filled with candid photographs of the customers that are taken in
the premises of the outlet. It has also used the tagline #CCDcoffeemoments on Twitter to
increase the brand awareness and sales also.

Cafe coffee day also launched its app to track consumer behaviour, personalize offers for
its loyal consumers. It also has a loyalty program under the name “ Cafe citizen card" to
reward its loyal consumers. (Delhi school of marketing)
 BURGER KING

Burger King is one the brands having similarity with the burger giant McDonalds . It is also
one of the American quick service restaurants having its franchisees in about 100 countries of
the world. It started operating under the name “ Insta- Burger king" which was later changed
to Burger King. It was founded by David Edgerton and James Mclamore in the year 1954.
Burger King has always been specifically a fast food restaurant providing a number of
hamburgers in the United States.

Burger King has the concept of a “ whopper” which came into existence in 1957. From then
it has earned a name for itself as “Home of whopper" . Burger king had a very successful ad
campaign in the U.S. It carried out its ad campaign in collaboration of various movies
whether it be star wars or Disney’s animated movies. This trend of advertising with the
movies was started by Burger King and later followed by many other companies. Burger
King has always experimented and come up with many innovative dishes like the tandoor
whopper ( which is one of the favourite dishes of India

Burger King started its business in India in the year 2014 which was actually much later than
the other QSR. It started its business in India with a new promotion technique that enabled its
customers to pre-order the meals online on the e-commerce site. This was done to gain sales
in the starting phase itself rather than gaining the sales after the setting up of the business.
It has always focused on the size of the whopper which is reflected in its tagline “You require
two hands to handle a whopper". Presently, there are many outlets in various cities that are
operating in India. The most recent sales promotion technique that spurred the sales of Burger
King was- 2 veg burgers for Rs.59 and 2 non-veg burgers for Rs.79. It helped the QSR to
increase its sales rapidly. People stood in lines at the busiest places like malls to avail this
offer and get their orders.

Burger King, being a very late entrant in the Indian market has still been able to create a
distinct place for itself in the Indian QSR list. It has been able to give a tough competition to
McDonalds. It has happened because Burger King has affordable prices which can be paid by
almost everyone to enjoy their whopper. Also, it has many burgers that are well suited with
classic Indian traditional recipes. It continually strives to provide better quality.

KENTUCKY’s FRIED CHICKEN (KFC)

Kentucky’s Fried Chicken is an American fast food chain company. It was founded
by Harland Sanders in the year 1930. It is headquartered in Gardiner Lane Louisville,
Kentucky, U.S. It opened its first franchisee in the year 1952 in Utah. The logo of the KFC is
the face of Sanders which is widely used in the various advertising campaigns all over the
world. KFC serves a variety of chicken recipes and has brought many innovations to the
restaurant with the changing needs and tastes of the consumers. For e.g., the introduction and
launch of the rice bowls to suit the Indian taste and burgers to compete with the major brands
like McDonalds in the Indian market. KFC is the second largest fast food company in the
world following McDonalds (by sales). It has its operations in 136 countries as of 2018.

KFC’s first franchisee was started in India in the year 1995 in Bangalore. KFC has
always focused on serving the chicken dishes with Fried chicken to be its star dish. In India,
the franchising of KFC started a little late, i.e., in the year 2004. KFC has used many
innovative promotional strategies over the years to improve its sales and sustain the
competition. Some of the innovative promotional strategies that it uses are as follows:

• Introduction of Chizz- It is a pizza with the fried chicken at its base, i.e , no crust
pizza.

• Using the Mumbai’s dabbawalas to deliver its 5 in 1 meal box.

• Introduction of “So Veg, so good” menu, a promotional strategy to serve the
vegetarian customers. It was a promotional strategy focused mainly towards the Indian
customers.

• Introduction of Watt-a-Box – It is a innovation in 5 in 1 meal box by which customers

can charge their phones.

KFC also has offers (which form a part of the sales promotion) on its website for
customers ordering the food online. Some of them are:

• KFC favorites – The order includes a Chicken Zinger, large chicken popcorn and 4
pieces of chicken wings at an attractive price of Rs.399.

• KFCDHW- 10 Pcs of hot wings at Rs.250

• KFC 4+4 – Buy 4pc hot and crispy chicken and get 4 pc strips free.

Above mentioned are some of the offers that it provides on its website to improve its sales.
KFC’s advertisements have always used Colonel Sanders face.

PIZZA HUT
Pizza hut is an American fast food chain serving a variety of pizza. It was founded in
the year 1958 in Wichita, Kansas by Dan and Frank Carney. It is headquartered in Texas.
Presently, it has its operations all over the world. It is a subsidiary of Yum!Brands Inc.
(worldwide) except China where it is a susidiary of Yum!China Inc. [ CITATION Com19 \l
1033 ]

Pizza hut entered in the Indian market in the year 1996 and opened its fiorst franchise
in India at Bangalore.Pizza hut faces a stiff competition from the other American brands
operating in India and providing similar fast food products. Its major competitor in India is
Domino’s Pizza from which it gets the maximum competition. The other brands which are its
major competitors are McDonalds, Burger King, KFC, etc. Pizza hut maintained an
impressive growth rate of 40% per annum until the year 2004. But eventually the sales started
declining. The initial factors for the success of Pizza hut in India are usage of locally
produced and supplied raw matrials inits pizzas, market penetration by entering into many
markets which were not actually the metro cities, providing purely vegetarian pizzas in India
to serve a large vegetarian customer base, [ CITATION Piz19 \l 1033 ]
 As of 2019, Yum Brands reported that Pizza hut has registered postive sales for the
tenth consecutive year. It was reported that Pizza hut registered the average sales growth rate
of 11%. Pizza hut contributed to 7% growth rate worldwide in the year 2019 [ CITATION Sun19
\l 1033 ]. Pizza hut’s sales promotion activites include the following aspects:

 Open kitchen- Pizza hut has started maintaining open kitchen in 20 out of 350 outlets
all over India to improve and trigger the spontaneous sales in the customer. [ CITATION
Viv19 \l 1033 ]
 Pizza hut provides many offers in-store as well as on delivery which are available on
its website as well as the app- Value offers, triple treat box, family fun meal, magic
pizza box,etc.[ CITATION Com191 \l 1033 ]
 Digital centric delivery

Pizza hut has a great potential in India in the coming years as it plans to double its
number of outlets by the year 2022. It also plans to have open kitchen in more outlets as
compared to the existing 20 outlets.