CHAPTER 1:- INTRODUCTION OF FAST FOOD INDUSTRY

Fast food is a type of mass-produced food designed for commercial resale and
with a strong priority placed on "speed of service" versus other relevant factors inv
olvesdFast food is a type of mass-produced food designed for commercial resale an
d with a strong priority placed on "speed of service" versus other relevant factors i
nvolved in culinary science. Fast food was created as a commercial strategy to acco
mmodate the larger numbers of busy commuters, travelers and wage workers who
often did not have the time to sit down at a public house or diner and wait for thei
r meal. By making the speed of service the priority, this ensured that customers wit
h strictly limited time (a commuter stopping to procure dinner to bring home to th
eir family, for example, or an hourly laborer on a short lunch break) were not incon
venienced by waiting for their food to be cooked on-the-spot
The food is typically less nutrionally valuable compared to other Food and dishe
s. While any meal with low preparation time can be considered fast food, typically t
here term refers to food sold in a restaurant or store with preheated or precooked i
ngredients and served to the customer in a packaged from for take out/take away.
Fast food restaurant are traditionally distinguished by their ability to serve food
via a drive-through. Outlets may be stands or looks, which may provide no shelter
or seating,(fast food restaurant also known as quickl service restaurant). Franchise
operations that are part of restaurants chains have standardized food stuff shippe
d to eac restaurant from central locations.
 Fast food began with the first fish and chip shop in Britain in the 1860s. Drive through restau
rants they're first popularized in the 1950s in the United States . The term "fast food " was reco
gnized in a dictionary by Merriam Webster in 1951.

According to the National Institute of health (NIH) fast food are quick alternatives to home co
oked meals. They are also high in saturated fat, sugar, salt and calories. Eating too much fast fo
od has been linked too, among other things, colorectal ,obesity and high cholesterol.
The traditional family is increasingly being replaced by the consumption of take away or eati
ng "on the run". As a result the time invested on food preparation is getting lothey and lotheyr,
with an average couple in the United States spending 47minutes and 19 second per day on foo
d preparation in 2013.
 1.1.2 GROWTH &PROGRESS

The fast food industry in Indian has evolved with the changing lifestyles of the yo
ung Indian population. The variety of gastronomic preferences across the regions,
hereditary or acquired, has brought about different modules across the country. It
may take some time for the local enterprise to mature to the level of international
players in the field.
Many of The traditional dishes have been adapted to suit the emerging fast food
outlets.the basic adaptation is to decrease the processing and serving time. For ex
ample, the typical meal which called for being served by an ever alert attendant is
now offered as mini-meal across the country.
in the fast food version, a plate already arranged with variety of cooked vegetabl
es and Curries along with fixed quantity of rice and Indian flatbreads is handed out
across the counter against a prepaid coupon.
The Diversity of Indian cuisine poses logistcal problems when it comes to handlin
g. Hence It is common to serve different cuisines at different counters within the s
ame time premises presence. Of a lage vegitarian populartion ,who echew non-ve
gitarian food, has given rise to outlets which exclusively serve vegetarian fast food.
• popular formats of fast food business in India have the foll
owing features in common :-

• wide Opening on the road side.

• easy to maintain and durable decor.
• A cash counter where food coupons are sold.
• A food delivery counter which invariably is granite. Topped
.
• Additional counter for ice - cream, chaats, beverages etc.
• A tile fitting kitchen located so as to be visible to the customer.
• Tall tables usually of Stainless Steel, where one can eat while standin
g.
 • A drinking water fountain adorned with water filter.
• Rust-proof and non-breakable crockery .
Most of the fast food outlet in India are stand alone establishment, few
of them having more than one branch.
1.1.3 CRITERIA FOR CUSTOMER. SATI
SFACTION IN FOOD INDUSTRY
• staff courtesy and helpfulness
• check our delivery Speed
• order accuracy
• Restaurant layout and cleanliness
• food variety
• food quality
• physical environment and promotion
1.2.1 IMPORTANCE OF CUSTOMER SATI
SFACTION
Customer satisfaction provides a leading indicator of consumer purchase i
ntention and loyalty. Customers satisfaction data among the most frequen
tly collected indicator of market preparations.
Customer satisfaction depends on quality of service at a restaurant. the le
vel satisfaction of the customer towards to the restaurant or food industry
is very significant as satisfaction of the customer is medium between servi
ce quality and behavioral intention and also can help to empower the loyal
ty of customer.
Customer satisfaction is an abstract concepts & involves such factory as th
e quality of the service provided, the atmosphere of the location where th
e product or service is purchased, and the price of the product or service.
Business often use customer satisfaction. These surveys are used to gather
information about customer satisfaction are includes:-
• Quality of product
• Value of product relative to price a function of quality and price
• Time issues,such as product availability, availability of sales assis
tant, time waiting at checkout, and delivery time.
• Atmosphere of store, such as cleanliness, organization and enjoy
able shopping environment
• Convenience such as location, parking and hours of operation.
1.2.2 SIGNIFICANCE OF CUSTOMER SATISFACTION

The level of satisfaction of the customer towards to the restaurant or food industr
y is very significant of customer is a medium between service quality and behavio
ral intention and also can help to empower loyalty of customer
It's a leading indicator Of customer repurchase intention and loyalty.
Customers satisfaction is the best indicator of how likely a customer will make a p
urchase in the future, asking customers to rate their satisfaction on a scale of 1-1
0 is a good way to see if they will become repeat customers or even advocates. A
ny customers that give you a rating of 7 and above can be considered satis
fied, and you can safely expect them to come back and make repeat purc
hases. Customers who
1.3 3 C'S OF CUSTOMER SATISFACTION

1. Customer journey consistency

Getting consistency right also requires the attention of top leadership.business ne
ed to have clear policies, rules, and supporting mechanisms to ensure consistency du
ring each interaction.
The customer journey involves many touch points, you're job is to ensure all of y
our team know the overall message you want to deliver.
Simple math illustrates why this is so important in a world of increasingly multich
annel, multitouch customer journeys. Assume a customer interacts six times with a p
ay-TV company, starting when he or she undertakes online research into providers an
d ending when the first bill is received 30 days after service is installed. Assuming a 9
5 percent satisfaction rate for each individual interaction—whether measuring respo
nsiveness, the accuracy of information, or other factors—even this level of performan
ce means that up to one in four customers will have a poor interaction—whether me
asuring responsiveness, the accuracy of information, or other factors—even this level
of performance means that up to one in four customers will have a poor experience
2. Emotional consistency
Trust is one of those biggest drivers of satisfaction and loyalty. A secret study fou
nd that customers, who had positive customer experience emotions,encompassed
a feeling off trust. For example, a customer might be blown head over heels by ove
r heels by one of your team members exceeding their expectations. The next minu
te they might be given adequate service.
Although the customer was happy with the adequate service,since the experienc
e wasn't the same as the first one,they could be left feeling unsatisfied.this is wher
e emotional consistency needs to be considered in your customers experience stra
tegy. What level of service do you want to deliver to your customers? How do you
plan on wowing them?
Whatever strategies,tactics and processes you put in place ensure they are consi
stent right across all customer touch points. What is also striking is how valuable th
e consistency driven emotional connection is for customers loyalty. For customers i
n the banking industry, "a brand I feel close to"and "a brand that I can trust" where
the top drivers for differentiation on customer ett
1.4 MARKETING MIX
 7 P's OF MARKETING MIX

1 product :-
Product refers to what you are selling, including all of the features, advantages and benefits that
your customers can enjoy from buying your goods or services. When marketing your product, you n
eed to think about the key features and benefits your customers want or need, including (but not li
mited to) styling, quality, repairs, and accessories.
2 Price:-
This refers to your pricing strategy for your products and services and how it will affect your custo
mers. You should identify how much your customers are prepared to pay, how much mark-up you n
eed to cater for overheads, your profit margins and payment methods, and other costs. To attract c
ustomers and retain your competitive advantage, you may also wish to consider the possibility of di
scounts and seasonal pricing.
3 Promotion. :-
These are the promotional activities you use to make your customers aware of your products an
d services, including advertising, sales tactics, promotions and direct marketing. Generally these are
referred to as marketing tactics.
4 Place :-
Place is where your products and services are seen, made, sold or distributed. Access for custom
ers to your products is key and it is important to ensure that customers can find you.
You can set yourself apart from your competition through the design of your
retail space and by using effective visual merchandising techniques. If you ar
e not a retail business, place is still an important part of your marketing. You
r customers may need a quick delivery turnaround, or want to buy locally m
anufactured products.
4 People
People refer to the staff and salespeople who work for your business, includ
ing yourself.
When you provide excellent customer service, you create a positive experie
nce for your customers, and in doing so market your brand to them. In turn,
existing customers may spread the word about your excellent service and yo
u can win referrals.
5 Process
Process refers to the processes involved in delivering your products and serv
ices to the customer. It is also about being 'easy to do business with'.
Having good process in place ensures that you:
• repeatedly deliver the same standard of service to your customers
•save time and money by increasing efficiency.
7 Physical evidence
Physical evidence refers to everything your customers see when interacting with your business. This i
ncludes:
• the physical environment where you provide the product or service
• the layout or interior design
• your packaging
• your branding.
Physical evidence can also refer to your staff and how they dress and act.
OVER VIEW OF DOMINO'S