Burger Buzz
& Consumer Preference:-
Burger Footprints in Indian Market:-
(1) Burger Market Size in India: - Estimated INR 1000 crore
(2) Quick Service Restaurant Market Size in India: - INR 5500 crore+ & projected
over INR 15000 crore + by 2018
(3) World’s largest hamburger chain brand McDonald is
leading in Indian market with over 70% market share.
(4) Total Burger Outlets in India: - McDonald 350+, KFC 360+,
Subway 470+, Dunkin Donuts 30+
(5) Burger Market Players in India: - McDonald, KFC, Subway,
Dunkin Donuts, Johnny Rockets (Launched -2013) Fateburger (Launched in Aug.’14),
and Burger King which has launched first outlet in Delhi on Nov.’14. Burger
King will be launching soon more 12 outlets within 2-3 months.
(6) Burger Market Players to be forayed in India
soon: Carl’s
Jr, Wendy’s (To be planned to launch outlet near Apr.-June’15), Dairy Queen and
(7) Potential & Key Region for Burger Market: - Delhi, Pune, Mumbai, Gurgaon,
Chandigarh, Ludhiana, Bangalore, Ahmedabad, Surat.
(8) Beef or pork burger market is void in Indian market
due to Hinduism religious & people believe cow as sacred animal.
(9)
Significant points in Burger Menu for
new players or upcoming players in Indian:-
(1) Region
wise consumer taste and preference is distinguishing
(2) West region
market is proportionately much vegetarian than other regional market. However,
the non-vegetarian market is faintly growing in burger segment.
(3) Chicken is
most favorable stuff in non-veg. burger menu than mutton.
(4) Consumers
are likely to prefer crispy or crunchy, medium spicy & spicy with more
vegetable ingredients, paneer stuff in burger.
International Quick service restaurant
chain is rapidly increasing in Indian market as consumers are adapting &
accepting food category in Indian taste. Moreover, it becomes trend like people
(Including family, friends group, and married young couple) are eating food
outside at least 2 days in a week (chiefly on Weekend) rather than homemade
cook.
Personally I am visiting McDonald (Ahmedabad-Gujarat)
regularly in different time morning (11.00 am to 12.30 pm), afternoon (2.00 pm
to 4.00 pm), evening (5.30 pm to 8.00 pm) and observed different sorts consumers
group:
|
Weekend (But especial Sunday timing)
|
Type of major consumers
visiting McDonald
|
Type of Meal (Including Veg. / Non-Veg.)
|
|
11.00 am to 12.30 pm
|
young (Including school, college group, company colleagues,
employee who are friends meeting once or twice in week), children friends
10-14 age)
|
Majorly prefer variety of burger & fries
|
|
02.00 pm to 4.00 pm
|
young (Including school, college group, employee who are friends
meeting once or twice in week), children friends 10-14 age), young couple
(Boyfriend-Girlfriend)
|
Majorly prefer variety of burger & meal
|
|
05.30 pm to 08.00 pm
|
young (Including college group, employee who are friends meeting
once or twice in week), young couple (Boyfriend-Girlfriend), Married couple,
Family
|
Majorly prefer variety of meal rather than only burger
|
|
Monday to Friday
|
Mix audience (Major Young) and also company employee or
business person meeting
|
Both burger & Meal
|
Menu Strategy = Brand Strategy:
Menu & food taste is most
significant & crucial obsession in entire Indian fast food market because
there are certain stuff as well as region wise specialty in menu which must be
considered before finalize menu. And, brand identity, image, acceptance, equity
etc. everything depend on food taste or else result comes to failure. KFC (Yum
brand) which is considered as pioneer in chicken, lamb or non-veg. burger/sandwiches
globally and it has introduced in India with similar purely non-veg. menu but
failed to understand the Indian consumer taste or might be tried to stagnant
with only non-veg. menu. Eventually, it has launched veg. menu within 6-8
months in order to gain more consumers. Because of, the proportion of
vegetarian is petite much in India than other country.
Fateburger and Burger King have forayed
in India recently while other International brands are in queue and to be
planned to launch soon. Simultaneously competition will be elevating and price
is also primary factor in competitive market. McDonald is offering low cost
with varieties of burger & meal (Cost of one normal burger known as
McAlooTiki INR 20-25 only).
 |
Momentous is that it should be required
to launch consistently new menu or meal on regular interval because consumers
are always ready to taste new items and looking for change in 1-2 month &
it can consider as strategy to sustain your consumers. The same is offering new
items by McDonald, Subway, Dominos Pizza or Pizza Hut. Recently, McDonald has
launched new item menu which is known as McVeggie Twist (Veg. & Non-Veg.),
Grilled Chicken, McPaneer etc.
If
you will visit http://www.mcdonaldsindia.com/
you will
get ample of varieties than other rival brands. It is strength of McDonald that always keeping brand name in new menu begin from "Mc" ease to remember. Normally, people are doing conversation like Let's go to McD..or Let's plan for McD, want you come to McD likewise ..
Hence, consistent new & innovative
items can enable to sustain your consumers & build brand image strongly as
well as also get the growth in brand. And, must remember that region wise/city
wise food taste is difference & volatile in India.
Burger Taste + Consumer Happiness = Brand Essence!!!
