DESI HUT RESTAURANT

DESI HUT RESTAURANT

SHAHEED ZULFIQAR ALI BHUTTO INSTITUTE OF SCIENCE

AND TECHNOLOGY (SZABIST)

SUBMITTED TO : MAAM MUSEARA BHUTTO

SUBJECT : CONSUMER BEHAVIOUR

SUBMITTED BY: Hassan Shaikh (2111121)

Shahwar Aftab (2111134)
Shehneela yasin jaisar (2111135)
Mahnoor Aisha (2111117)
CLASS: BBA- 4A

DATED:18 / 04/2023
 DESI HUT RESTAURANT

EXECUTIVE SUMMARY.................................................................................................................................5
MISSION STATEMENT:.................................................................................................................................5
VISION STATEMENT.....................................................................................................................................5
About Us :....................................................................................................................................................5
Google reviews :..........................................................................................................................................6
7P’S..............................................................................................................................................................6
 PRODUCT:........................................................................................................................................6
 PRICE...................................................................................................................................................6
 PLACE...............................................................................................................................................6
 PROMOTION:...................................................................................................................................6
 People :............................................................................................................................................7
 PHUSICAL EVEIDENCE:.....................................................................................................................7
 PROCESS :........................................................................................................................................7
Customers reviews......................................................................................................................................7
POSITIONING...............................................................................................................................................8
DESI HUT LIFECYCLE :...................................................................................................................................9
VALUE CHAIN:..............................................................................................................................................9
NEW VALUE CHAIN:...................................................................................................................................10
SWOT ANALYSIS.........................................................................................................................................10
Strength:................................................................................................................................................10
Weakness..............................................................................................................................................11
Opportunities........................................................................................................................................11
Threats...................................................................................................................................................11
PEST ANALYSIS...........................................................................................................................................11
Political..................................................................................................................................................11
Economical............................................................................................................................................11
Social.....................................................................................................................................................11
Technological........................................................................................................................................11
CSR:...........................................................................................................................................................12
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ISSUES FACED............................................................................................................................................12
Actions.......................................................................................................................................................12
COMPETITORS...........................................................................................................................................13
CUSTOMER’s..............................................................................................................................................14
KNOWLWDGE............................................................................................................................................14
FEEDBACK..................................................................................................................................................14
PRODUCTS QUALITY AND TASTE.............................................................................................................14
BRAND EXPLORATORY...............................................................................................................................14
CONCLUSION.............................................................................................................................................15
Recommendations.....................................................................................................................................15
 DESI HUT RESTAURANT

EXECUTIVE SUMMARY Desi Hut is located at: Autobahn Road, Hyderabad,

Pakistan. Address: Banglow No. A/2, Auto Bahn Rd., Latifabad Unit No. 3, Hyderabad, Sindh

They are also offering a wide variety of delicious foods. Their environment is appealing, eye-
catching, and relaxing. Their taste is good, and the services are the best. They are providing high-
quality dining facilities. It is well-known for its Sunday buffet, which serves 88+ delectable
dishes ranging from sweet to savory. In Ramadan, they are also famous for their sehri and iftari
buffets, both at very reasonable prices. Mostly they face problems in COVID—19 because
everything is closed, but some restaurants serve their food online. The major problem was
competition, taste, and preferences, but the restaurant overcame the problem by introducing
variety, taste, and quality to its products. Its major competitors are hyd haveli , ridan and RT but
its exotic buffet during Ramzan makes it’s the most demanding one.

MISSION STATEMENT: Enjoy the delicious taste of Hyderabad, Enjoy the real happiness.

VISION STATEMENT; we work together to deliver commitment, services so that the

customers could have superior experience in both cuisines and ambiance

About Us : Desihut hyd is a Restaurant, located at: Autobahn Road, Hyderabad, Pakistan.
Desihut restaurant start from the year 2020 on 12 March.
They are famous for Sunday buffet they serve 8O+ delicious dishes sweet to savory, you can
celebrate your special day at desihut and make it more memorable either it is small gathering or
big event they have
Dine in | take away| and delivery services.
You can celebrate your corporate events, anniversaries, birthday party. desihut is perfect place
for foodies a perfect combination of good food and goof ambience. Bless your taste buds with
perfect royal flavours
Desihut specialty is dynamic prawns, Lahori chicken chilli Karahi, BBQ platter
They also have indoor and outdoor location, great ambience and tantalizing food family and
friendly environment, In ramzan they have special sehri iftari buffet they serve 40+ dishes in
 DESI HUT RESTAURANT
sehri and 90+ dishes in iftari. All ready to serve you best food in town best ambiance for family
dinner

Google reviews :

7P’S
 PRODUCT: The reason why people love to visit restaurants is food. Desi Hut is the
place where Asian cuisine is served most often. It serves various numbers of people
under one roof. The product range includes seafood, barbeque, deserts, salads, main
courses, and Desi Hut specialties, etc.

 PRICE : Its prices are considered the most reasonable as compared to all the other
restaurants. The prices cater to all income classes. Lower to middle. For example, if we
compare the most common dish consumed by the majority of customers, that is chicken
karahi. It is 960rs for half and 1730rs for full, whereas our main competitor, Hyd Haveli,
serves half karahi for 1050rs and full karahi for 1990rs. So in a nut shell it’s the most
reasonable one.

 PLACE: It is located just at the start of the autobahn, which is the most convenient when
customers visit. Since Autobahn is the central point of Hyderabad and it covers customers
from every trading area, it is more convenient to visit Autobahn for food. as the majority
of restaurants and food places are located here. So customers prefer it the most. Also, the
choice customers will have will be the Desi Hut, as it is just located at the start and
anyone who enters the autobahn will have a sight of it.
 PROMOTION: there promotion strategies majorly is Facebook and instagram . They
post all their updates on these apps specifically Facebook. This means they use social
media more to promote their stuff. They also post guess context and reward the winner
with free meal or discounts. They celebrate birthdays and all type of events. Also they
give free birthday decor for weekends to its customers. Mentioned Below are some
promotional strategies . they have also placed food savers fridge on their restaurant to
increase brand value .
 People : It should include the major vendors they take help from. They mostly buy
vegetables and fruits from the wholesale market, and for meat and other ingredients,
 DESI HUT RESTAURANT
they have contracts with the supermarket. They also use Soya Supreme Oil in their food,
provided by Max Bachat.

 PHUSICAL EVEIDENCE: They use their own customized logo of white and red color
and yellow. To show their uniqueness, they have their own packaging which indicates the
brands and have own riders when it comes to online ordering through website

 PROCESS : Desi Hut provides a variety of processes to facilitate its customers. It

provides food through online orders on their official page. Through Food Panda and all
the other online food ordering websites, and lastly, they also have dine-in and roadside
collections of dining and takeaway.’

Customers reviews
 Well built, spacious and well maintained setup with variety of barbecue, Chinese and Desi foods.
I will give 5 stars for ambiance, food taste, hygiene and exemplary service but only for the very
very high charges.
 The atmosphere of the restaurant was delightful. If they only add light music that would further
make the ambiance marvelous.

Service:
From reception to the sitting area and from the time one orders food, eats and finishes the service
was really good.

Food, table arrangements and dinning:

The tables were organized in Western style with knife, fork, and spoon and kerchief. Most of the
tables were foe six people but some were for four people as well. Food quality was good. We
didn't have to wait for longer than required.

Hygiene and services:

The place was clean and there was a hands sensitizer bottle at each table. The cutlery, plates,
furniture looked neat and clean. The whole place was very clean.
Free Wi-Fi is available for the customers.
Waiters and management were cooperative and were asking if we needed anything during the
dinner.

Rates: Desi hut is not an expensive place. Keeping in view the overall experience the rates they
charge are fair. I would love to visit this place again.

 Desi Food With Good Taste, Also Provide Family Function Arrangements like For Birthday or
Dine In Party. Location is Nice.
Staff is Friendly.
Food is Hygienic and Freshly Cooked.
Atmosphere is friendly and Refreshing.
Good Place for Family, and Couples.
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POSITIONING
Competitive Positioning matrix

Product Name Your Name Competitor Brand Competitor Brand Competitor Brand
1 2 3
Brand Name DESIHUT ROYAL TAJ RIDAN HYD DARABR
Point of Variety and Atmosphere Sitting Ambiance and
difference prices. Ambiance, arrangement and taste
location menu
Points 4.9 4.7 4.8 4.8
Who is the Middle class Middle class Middle class/ Middle class
competitor target upper class
market?
How effective is Very effective Less effective Very effective Less effective
the competitor
reaching their
target audience?
What Quality Ambience Quality Royal Quality Ambiance , taste
distinguishes the Variety Buffet appearance
competitor from variety
their competition
What values does Safety , behavior , Standards Moral Safety
the competitor moral values
seem to convey
through their
brand?
On a scale of 1–10 10 8 9.5 10
(“1” being “not
very effective”
and “10” being
“highly
effective”), how
would you rate
the effectiveness
of the core
offerings of your
competitor’s
brand?

DESI HUT LIFECYCLE : Desi hut was operational in Hyderabad from 12 march 2020
in covid-19 worldwide lockdown which results in some difficulties in its introduction period
with low sales and less advertisement because of the pandemic but as the time flew Desi hut
 DESI HUT RESTAURANT
which is located on the Porsche location of autobahn gets popular because of its ambiance and
better space for dinning and its types per food along with the reasonable prices. Its sales started
to grow and Desi hut gradually moved into growth stage in which it was getting popular by its
location and its food type and with the increasing competition from la mosh, royaltaj and
different competitors and due to no change in advertising strategy and same menu for a year
customers were less attracted in 2022.
In mid-2022 and 2023 they get improved with different marketing strategies life (subha
ka nashata with halwa puri) and with its variety or cuisines and main courses and recently with
its successful sehri & iftar buffet it got famous rapidly and is now in its maturity stage with
more than 250+ customers daily.

DESI HUT RESTAURANT

VALUE CHAIN:
Restaurant
Menu resources Vendor & main courses
dining&
development selection purchase preparation
takeaway

Value chain of desi hut comprises of menu development from the demand of customers and
competitive menu selection with reasonable vendor selection and high quality resources to
provide best food on the tables with the addition of feedback and kitchen surveys to satisfy the
health check of the customers
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NEW VALUE CHAIN:

Menu Menu resources Vendor & Resource

development diversification selection purchase allocation

live Restaurant
main courses Online website
preparation of dining& Home delivery
preparation order booking
food takeaway

New value chain or desi hut with its extensive demand and popularity and great and wide
addition to its menu the selection of main courses and handling a diversified menu it needs to
select a trusted vendor with good quality of chicken and vegetables and other resources and as
the menu grows the inventory allocation and effective use of resources with minimum wastage
providing the best food in town and started the home delivery service and website to attract far
and wide living customers with the addition of cocktail bar and hall for events like birthdays and
shadi events.

SWOT ANALYSIS It is the analysis of overall brands strengths, weakness, and opportunities
and threats that a business cater to sustain in the market.

Strength: it covers all the strengths of business through which they have made their position in market.
For desi hut those strengths are

1. Brand name: desi hut has created its brand name for 3 years from now in the market.
However due to high competition at autobahn it was difficult but they have made it now
their name is the strength to sustain.
2. Variety: their variety of different cuisines makes them stand out. Also the variety they
provide in their buffets is served nowhere else.
3. Quality or taste: Their quality is most hygienic one long with their spectacular tastes that
attract most of the customers.
4. Location: it is located on the Porsche location of autobahn. Which makes it more
convenient for customers to reach. Its competitors like café picante, kurtos. Hyd
haveli , RT or brohi are not too conviennet or are located at the end or middle of
autobahn however desi hut is located just at the start which makes it easy for
customers to find it.
5. Ambiance: desi hut is most famous for its ambiance. That is the most comforting
for every customer who comes due to its ambiance and peace it is mostly
preferred.
6. Etiquettes: due to its Staff Corporation and manners customers are attracted to
visit them more often.
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Weakness It includes those few problems that could destroy their image or customer base.
1. Too many products: it has a variety of products due to which a few of them might lose the taste
and because of those few products customers might not come again.
2. Faster expansion of exciting branch: this might make them to suffer if they lose customers.

Opportunities it includes all those external opportunities or strengths through which they can grow
1. Variety : their variety is an opportunity for them to grow
2. Prices: their lower prices covers all the classes that is convenient for everybody.

Threats it includes external threats or weakness

1. Competition: the growing completion by RT is a threat for their position
2. Pandemic : since it started in pandemic so this was a threat for their growth
3. Inflation : growing inflation in Pakistan makes it difficult to sustain
4. Cheap alternatives : cheap alternatives like brohi is a bigger competitor for them

PEST ANALYSIS It include all the external factor effecting its growth
Political; these factors are the outcomes of a country
1. Pandemic : the growing pandemic and floods make it more like a threat for desihut’s growth
2. Political instability: political unrest like protest and jalsas makes it more difficult for them to run
business.
3. Tax policy : this increases the tax incurred on bills this might decrease the customers ratio

Economical these factors are external threats which include

1. Inflation: increased inflation of Pakistan makes products more expensive.
2. Income: it caters almost all the classes but it is more convenient for lower and middle .
3. Unemployment: due to increased unemployment people might not afford to have dinners but
desi huts low prices covers all types of income holders.

Social these factors

1. Age: desi hut’s food menu caters for all age groups so that customers are satisfies from their
menu.
2. Attitudes: different people have different attitudes towards the restaurants taste and hygiene
but due to desi huts verified taste and hygiene it stands out.
3. Lifestyles: different food preferences makes a person to prefer different restaurants like some
are health conscious others are not.
4. Preferences: it is for all the types customers

Technological since it is a food business so less technological advances are concerned all the work is
done mostly by chiefs.
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CSR: CSR in today’s competitive world is the most highlighted factor. Social behavior is
considered with aspects of social, economic and moral expectations. CSR is regarded as a
voluntary activity and corporate willingness. With increades globalization of business and the
expansion of corporate social impact, companies that fulfill their corporate social responsibilities
have gained a greater long-term advantage. The first activity that desi hut has done is placing
savers fridge were they place the leftover food and then donate it to the needy. They also have
done iftar drives to help the community among them.

ISSUES FACED
1. Opening in covid’19
Desi hut is a service providing firm which encounters the satisfaction of customers by serving
food and hunting different types of customers at once. This firm at the time of opening faces the
issue of lockdown which became a barrier with short working hours and no dine in facilities
allowed and the have to attract the customers by only its food and not its ambiance

2. Competition
the other issues faced by desi hut was in the competition for providing desi food like royaltaj
and in continental food like la mosh which has already made their name in the market, and
growing competition evokes the better menu selection and better service, the bargaining power
of suppliers was minimum because of the maintenance of food quality

3. Change of taste and economic issues

the biggest issue faced by the restaurant was the change of taste of customers and new dishes
evolving rapidly, and such other factors like change in ambiance according to the time period
and other competitors growing strategies and in the meantime zisst was shut down because
they cannot Manage to run their business furthermore and economic factors also contributes in
emerging issues.

Actions
The issues encountered by the firm needs a definite and optimistic solution to the problems.

1. Menu changed
The firm changes its menu from only desi food to continental and Chinese

2. Cocktail bar
In addition of cocktail bar which attracts the customers that provides all the types of
cuisine under one roof.

3. ambiance
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It took an advantage of big and open space introducing a great ambiance and decor with
different sitting experience in the same restaurant and its competitors providing limited
menu and limited space.

4. Arranging events
it has introduced a hall for small events with great food which creates its separate
brand entity and attracts more customers.

COMPETITORS

Desi Hut is a renowned restaurant in Hyderabad, and since it is the most famous, it has
competitors too. Its major competitor is Royal Taj. Royal Taj also serves Asian cuisine, and the
prices of both restaurants are mostly similar, but the quality and variety always vary. This is the
only reason that desi hit attracts more customers than royal taj.
After royal Taj Hyd Darbar is the second most important competitor; their tastes are comparable,
but their prices are higher than those of Desi Hut. Due to which customers shifts occur more
often. In this same line, Lamosh also lies; however, it serves mostly Chinese and Italian cuisine,
while Lalamosa, which is located just above it and serves Asian cuisine, is also expensive for
dinners.
Then there is cafe picante. The newly opened restaurants are a big competition for Chinese and
Italian cuisine. Kurtos also provides the same competition for these businesses. The last one is
the Brohi restaurant, which is famous for its meat and beef dishes and is quite reasonable for
people but not very convenient for customers.
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CUSTOMER’s customer are the major factor that makes or breaks a business. Customers
create demands which makes a business to run successful. Desi hut is located in the area which
is considered the center of Hyderabad. Autobahn covers almost all customers of Hyderabad
because it is a very accessible location for customers. Customers are spread in 3 types of trading
areas :
Primary areas include customers located at 6km of distance this include areas like : latifabad
number 2 . 3 .6, Qasimabad , wadhu wa road , thandisarak, shahbaz building
Secondary are the ones which comes under 6.5km trading area that include unit number 8 , 12 ,
citizen colony,
Fringe is the area which covers 11km of customers that include CMH , Jamshoro, kohsar, hyd
gate , bypass.

KNOWLWDGE The major source of knowledge and information that desi hut got is
particular from social media and feedback that they require from customers, these serves and
feedbacks are designed to see customers reviews . The contests that they design are particularly
are there to see that customers check their pages or not or are they concerned with their changes
or not.

FEEDBACK The feedback is also provided by the customer survey or questionaries’ that
are given to them after services and through Facebook pages. They post new things or items to
see customer services. The customers give their feedbacks so that the restaurants can make
changes to its menu. According to the customers’ needs restaurants are required to make changes
so that they could transform them.

PRODUCTS QUALITY AND TASTE desi hut has a variety of products. They
have 90+ dishes in their iftar buffet, 30+ dishes in sehri buffet and 60+ dishes for Sunday buffet.
They have varied taste and quality of products all the products are verified by hygiene
community and is considered as the most hygiene restaurants for its quality. Its products are the
most satisfying I terms of its distinctive tastes that makes them to stand out in the line of
restaurants. Although it has various competitors but due to its tastes most customers prefer them.

BRAND EXPLORATORY Desi hut stand amongst the top serving restaurant of
Hyderabad and by taking in concern of brand exploratory by the consumer perspective Desi hut ranking
is in top 5 restaurants of Hyderabad via source food bloggers, swot Hyderabad and others. Major brand
exploratory tools gathered by the desi hut restaurant is innovative interior design with cozy lounges and
 DESI HUT RESTAURANT
dining areas with updated menu and price regulatory which highly attracts the customers and makes it
in top ranking services business.

CONCLUSION
desi hut is one of the best restaurant in Hyderabad . they have reasonable prices of their food
items . The vibe is cozy and the restaurant is pleasant to be In conclusion, the vibe is good,
so is the food, but the service needs to be better.

In order to stay current it will need to focus on its core competencies and avoid spreading
themselves to thin. To avoid competitors like kurtos bistro , royal taj , ridan , laamosh etc they
will need to create a new value innovation by satisfying their customers . they should add other
food items in their menu every year .they should compete their competitors .

Recommendations
 It would enhance restaurants overall environment and atmosphere if there was light music being
played in the background.
 There should be few private meeting rooms for business meetings.
 The tables were too close. Tables should be at a distance from each other if not more than at
least few inches away.
 Usually the reason for bad service is the panic in the waiters and management when unexpected
numbers of customers turn up, nonetheless at Desi Hut everything seemed organized.
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DESI HUT RESTAURANT