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Consumer Preferences:
Quick Service Restaurants in
India
Snap Poll2011
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Purpose
The Survey was undertaken to gain a deeper sense and
understanding of the QSR landscape within the country today
by
DEssence Hospitality.
A small consumption dipstick study was carried out to
understand
QSR Consumer Consumption Patterns for the following:
Cuisine
FrequencySpend
Popularity
Parameters for Selection/Choice
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Participant Profile
32%
56%
12%
Age-Wise Break Up of Respondents
16-22
23-30
31+
20%
18%
17%10%
9%
4%
4%
4%
3% 11%
Industry-wise Break Up of Respondents
IT/ITES
Students
Finance
Media
Manufacturing
Retail
Hospitality
Education
Consulting
Other
City-Wise Break Up of Repondents
Mumbai Bangalore
Delhi Pune
Hyderabad Chennai
Goa Indore
Kolkata Others
Particulars
Number Of
Respondents150
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Methodology
Dipstick Survey across Mumbai and other metro cities.
Included most of the existing QSR brands under various
categories
Internet Poll.
Sample size of 150 respondents.
Disclaimer: It was a dipstick survey to understand the QSR
market in India. We are only
presenting the results which came basis the responses to the
poll conducted.
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The Verdict
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Top 3 Picks
Pizzerias
Burgers/Subs
McDonalds wins by a large gap, owing
to its wide presence.
Proximity is an important factor for aQSR
Pizza Hut wins due to its varied and
constantly updated menu, where as
Dominos scores high due to its large
geographical spread
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Top 3 Picks
Ethnic Food
Caf Coffee Day takes the trophy due to the high
presence and moderate prices
The casual coffee house format makes it an ideal
hangout for students and office-goers alike. It has
mass appeal
Barista comes second owing to higher prices and
lower presence, when compared to CCD
Costa Coffee is a favourite in the niche segment
Cafs
Tibbs Frankie scores high due to its flavour-
packed core product. Besides, there is no
other organized QSR which specializes in
frankies.
Yo! China is the favourite amongst all other
Chinese QSRs.
Falafels has the first mover advantage and
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Top 3 Picks
Indian food Jumboking took the humble street food, repackaged
itand sold it to the hygiene conscious individual on-the-
go.
A high value-for-money product which is already a
local favourite is what worked for the brand.
Kailash Parbat has huge mass appeal due to its highly
Indian flavours. It understands its prime target
audience and gives them hand-picked Indian
favourites at moderate prices.
Haldirams was already a strong brand due to its
presence in the FMCG segment. Thereafter, It
expanded horizontally into the restaurant business.
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How often do they eat out?
10%
31%
37%
22%8 times
4 times
2-3 times
Once
37% respondents eat at a QSR 4 times a month and 22%
said that they eat at a QSR 8 times a month
In the 16-22 age
group, 33% said that
they eat at a QSR 8
times a month versus
22% in the overall
results
Straight off Campus
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Duration of Each Visit
16%
65%
19%
15-20 mins
60-90 mins
30-40 mins
65% respondents spend 30-40 minutes during each visit
26% said that they
spend 60-90 minsversus the average of
19%
Straight off Campus
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How much do they spend?
2%
10%
43%
39%
6%
50-100
100-200
Above
400
200-400
20-50
43% respondents spend between Rs.100-200 per mealand 39% spend
Rs.200-400 per meal
Their average spend is
lower. 33% said that they
spend above Rs. 200 permeal, versus 45% in the
overall results
Straight off Campus
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Who accompanies them?
The respondents gave 65% preference to eating
out with friends, 20% to Colleagues and 15% to
Family
65%
15%
20%Friends
Family
Colleagues
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Are they experimental?
Once27%
Twice23%
All the Time!25%
Thrice17%
Never8%
25% of respondents are willing to try new menu items or
cuisines very often
65% are willing to try something new at least twice a
month
54% respondents try
something new more than
thrice a month versus the
overall average of 42%
Straight off Campus
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What influences their decisions?
Flavour Fever Indians rank Taste as the No.1 parameter
Hygiene and Quality follow, as they are 2 major
differentiators between a street food vendor and a QSR
Price replaces Ambience
as the fifth parameter for
the college-goers
Straight off Campus
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Authentic cuisine wins over Fusion cuisin
Local cuisines Internationalcuisines
Internationalcuisine with local
flavours
Local cuisinewith international
flavours
Authentic Cuisine Fusion Cuisine
Cuisine Preference
The rankings changefor college goers.
International Cuisine
ranks 1st, and local
cuisine ranks 2nd
Straight off Campus
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THANKYOU
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WWW.DESSENCEHOSPITALITY.COM
DEssence Hospitality Advisory
Services
303, Aar Pee Centre
11th Road, MIDC,
Andheri (E), Mumbai 400093
Landline: +91 22 28347425
Email:
[email protected]
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