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Multinational chains such as McDonald's and KFC are expanding their menu offerings by adding an increasing
number of Indian offerings. For instance, McDonald's introduced Masala Grill towards the end of the review period,
a range of grilled vegetarian and non-vegetarian products inspired by the kebabs of the province in Pakistan
formerly called the Northwest Frontier Province. This launch reinforced the message that it has adapted well to
Indian tastes and preferences. Close to 70% of the menu...In an effort to appeal to the palates of Indian
consumers, operators of multinational brands such as McDonald's, KFC and Subway have changed their food
offerings, particularly increasing the vegetarian options. This is mainly because India has a huge population of
vegetarians. The first vegetarian McDonald's will open in 2013 in northern India near the famous Golden Temple in
Amritsar. The second is expected to open in at the Vaishno Devi cave shrine. Yum! Brands Inc, GBO of KFC, is
following the same strategy, increasing its vegetarian offerings in 2013. Multinational fast food brands have long
adapted their Indian menus to cater to local tastes, with plenty of spice and vegetarian options. Subway (GBO:
Doctor's Associates Inc) has also taken this trend to the next level, introducing sandwiches that target the
country's Jains community.The fast food category continued to be highly fragmented with no single player
accounting for a double-digit share in 2012. Overall, McDonald's led the fast food category with a value share of
2%, closely followed by KFC and Subway, all operated by franchisees. McDonald's has 270 outlets all over India
and is continuing with the rapid expansion of its restaurant network. The company opened its largest restaurant in
the country at Great India Place, Noida. Spread over 8,000 sq ft across two floors, the outlet has a seating capacity
of 325. Hardcastle Restaurants Ltd, which is the master franchisee for the West and South India operations of
McDonald's, has plans to invest Rs3 billion and add 75 new outlets by 2015. Nevertheless, the brand is losing
share within chained fast food, as more competitors enter the category and outlet numbers grow rapidly.Higher
disposable incomes, changing consumption patterns and the marketing might of powerful international brands are
the key factors supporting the development of fast food in India. Companies are expected to target not just urban
areas but also second- and third-tier cities in a bid to strengthen their presence. International brands such as
McDonald's, KFC and Subway have considerable resources in terms of spending on marketing and promotional
activity, a factor that will further drive the category's development. Paucity of time and the wider penetration of a
Western-style culture will further fuel the growth of fast food in India.For more information on the "Fast Food in
India" market analysis, see the latest research: Fast Food in IndiaFollow us on Twitter @CandMResearch

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DETAILS

Subject: Restaurants; Fast food; Vegetarianism

Business indexing term: Subject: Restaurants; Industry: 72251 : Restaurants and Other Eating Places

Classification: 72251: Restaurants and Other Eating Places

Publication title: Newstex Trade &Industry Blogs; Chatham

Publication year: 2014

Publication date: Dec 31, 2014

Dateline: Dec 31, 2014

Publisher: Newstex

Place of publication: Chatham

Country of publication: United States, Chatham

Publication subject: Business And Economics

Source type: Blog, Podcast, or Website

Language of publication: English

Document type: Blogs

ProQuest document ID: 1641259986

Document URL: https://www.proquest.com/blogs-podcasts-websites/companiesandmarkets-com-

india-fast-food-market/docview/1641259986/se-2?accountid=136204

Copyright: Copyright Newstex Dec 31, 2014

Last updated: 2022-11-15

Database: ABI/INFORM Collection

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