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LIST OF ABBREVIATIONS

SPSS Statistical Package for Social Sciences

KFC Kentucky Fried Chicken

CII Confederation of Indian Industry

NABARD National Agriculture and Rural Development Bank

ICRA Indian Credit Rating Agency

ASSOCHAMThe Associated Chambers of Commerce & Industry of India

FDI Foreign direct investment

MoFPI Ministry of Food Processing Industries

MNC Multinational companies

ADB 'Atithi Devo Bhavah

MSG Monosodium glutamate

ETC Extra Tasty Crispy

CSPI The Center for Science in the Public Interest

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EXECUTIVE SUMMARY

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Food and beverage industry is one of the most profitable industries

in metro cities like Mumbai. There are many kinds of restaurants, pubs,

dance clubs; coffee shops etc are opening in the city. There are also lots of

restaurants and pubs which only focus on international cuisines like, Italian,

Lebanese, Mexican etc. The objective of project was about to find out the

market potential of Mexican food and liquor in Mumbai.

The project methodology consisted data collection and data analysis.

The data was collected through preparation of questionnaires. The

questionnaires were filled from people who like to eat outside. Their

perception about Mexican food and liquor is analaysed. Also their buying

motivations, budget, time they spend in an eating joint etc. The sample of

such buyers was 100. Once the data was collected, it was data entered in

Statistical Package for Social Sciences (SPSS).The quantitative data

collection was done in this process.

Also the number of restaurants in Mumbai which sell Mexican food

were found out. Their offerings, price range, ambience etc was analysed by

appearing their as a mystery shopper. Thus here qualitative data collection

was done. Hence, the project is a blend of quantitative as well as

qualitative data analysis.

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OBJECTIVES

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Below are the objectives of the project

Analyze the target group of the restaurant

Analyze the consumer psychology and thought process of the target

group

Analyze the descriptive statistics.

Find out the motivations of the consumers to visit different restaurants

Find out the unique selling propositions

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RESEARCH

METHODOLOGY

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The quantitative analysis was done through preparation of semi structured

questionnaires.

The data was collected from people living in Mumbai. Most of them were

students. Also the data was collected by one on one interview.

Proposed Sample 100Actual Sample 101

Once the data was collected the data was quantified with the use of

specialized software. The software used for the purpose was SPSS. The

relevant analysis was done later on.

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SAMPLING DESIGN

&

SAMPLE SIZE

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The profile of respondents was very general. The respondent should be a

person who visits Mumbai often maybe for work or education. The

respondent should eat at the restaurants in Mumbai. The minimum sample

was determined at 100. However I managed to get a data from 101 people.

The respondents were tapped from various colleges around Mumbai. The

data was also collected through E-mails.

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REVIEW OF LITERATURE

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HOTEL INDUSTRY APERSPECTIVE

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INTRODUCTION

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Hotel Industry in India has witnessed tremendous boom in recent years.

Hotel Industry is inextricably linked to the tourism industry and the growth in

the Indian tourism industry has fuelled the growth of Indian hotel industry.

The thriving economy and increased business opportunities in India have

acted as a boon for Indian hotel industry. The arrival of low cost airlines

and the associated price wars have given domestic tourists a host of

options. The 'Incredible India' destination campaign and the recently

launched 'Atithi Devo Bhavah' (ADB) campaign have also helped in the

growth of domestic and international tourism and consequently the hotel

industry.

In recent years government has taken several steps to boost travel &

tourism which have benefited hotel industry in India. These include the

abolishment of the inland air travel tax of 15%; reduction in excise duty on

aviation turbine fuel to 8%; and removal of a number of restrictions on

outbound chartered flights, including those relating to frequency and size of

aircraft. The government's recent decision to treat convention centres as

part of core infrastructure, allowing the government to provide criticalfunding for the large capital investment that may be required has also

fuelled the demand for hotel rooms.

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The opening up of the aviation industry in India has exciting opportunities

for hotel industry as it relies on airlines to transport 80% of international

arrivals. The government's decision to substantially upgrade 28 regional

airports in smaller towns and privatization & expansion of Delhi and

Mumbai airport will improve the business prospects of hotel industry in

India. Substantial investments in tourism infrastructure are essential for

Indian hotel industry to achieve its potential. The upgrading of national

highways connecting various parts of India has opened new avenues for

the development of budget hotels in India. Taking advantage of this

opportunity Tata group and another hotel chain called 'Homotel' have

entered this business segment.

According to a report, Hotel Industry in India currently has supply of

110,000 rooms and there is a shortage of 150,000 rooms fueling hotel

room rates across India. According to estimates demand is going to exceed

supply by at least 100% over the next 2 years. Five-star hotels in metro

cities allot same room, more than once a day to different guests, receiving

almost 24-hour rates from both guests against 6-8 hours usage. With

demand-supply disparity, hotel rates in India are likely to rise by 25%

annually and occupancy by 80%, over the next two years. This will affect

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the competitiveness of India as a cost-effective tourist destination.

To overcome, this shortage Indian hotel industry is adding about 60,000

quality rooms, currently in different stages of planning and development,

which should be ready by 2012. Hotel Industry in India is also set to get a

fillip with Delhi hosting 2010 Commonwealth Games. Government has

approved 300 hotel projects, nearly half of which are in the luxury range.

The future scenario of Indian hotel industry looks extremely rosy. It is

expected that the budget and mid-market hotel segment will witness huge

growth and expansion while the luxury segment will continue to perform

extremely well over the next few years.

The project reveals the market potential of the Mexican food and liquor in

Mumbai. The international cuisines are getting popular in Mumbai day by

day. We have some international food chains like McDonalds, Pizza Hut,

Dominoz, Subway, Little Italy etc. Since the subject matter sold is

perishable the profit margin is also high. The important revenue drivers are

the eating culture, attitude to try new food, disposable income, thought

process etc. Also the important cost drivers are rentals, electricity bills etc.

The project has tried to analyze the market potential for the Mexican

food and liquor in the worlds most populated city: - Mumbai. The project

has come out with the important revenue and cost drivers for a restaurant.

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The project is highly useful for anybody who is interested in investing in the

food and beverage industry in Mumbai.

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THE POTENTIAL OF INDIA'S FOOD INDUSTRY

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India is the world's second largest producer of food next to China, and has

the potential of being the biggest with the food and agricultural sector. The

processing food segment accounts for 29.4 billion, in a total estimated food

market of about $91.7 billion. The food processing industry is one of the

largest industries in India. It currently ranks fifth in terms of production,

consumption, export and growth prospects.

The Confederation of Indian Industry (CII) has estimated that the food

processing sector has the potential of attracting US$ 33 billion of

investment in 10 years and generates employment of 9 million person-

days. The Government has formulated and implemented several Plan

Schemes to provide financial assistance for setting up and modernizing

food processing units, creation of infrastructure, support for research and

development and human resource development in addition to other

promotional measures to encourage the growth of the processed food

sector.

Though the industry is large in size, it is still at a nascent stage in terms of

development. Of the country's total agriculture and food produce, only 2 per

cent is processed. The highest share of processed food is in the dairy

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sector, where 37 per cent of the total produce is processed, of this only 15

per cent is processed by the organized sector.

India's food processing sector covers fruit and vegetables; meat and

poultry; milk and milk products, alcoholic beverages, fisheries, plantation,

grain processing and other consumer product groups like confectionery,

chocolates and cocoa products, Soya-based products, mineral water, high

protein foods etc. We cover an exhaustive database of an array of

suppliers, manufacturers, exporters and importers widely dealing in sectors

like the Food Industry, Dairy processing, Indian beverage industry etc. We

also cover sectors like dairy plants, canning, bottling plants, packaging

industries, process machinery etc.

The most promising sub-sectors includes Soft-drink bottling, Confectionery

manufacture, Fishing, aquaculture, Grain-milling and grain-based products,

Meat and poultry processing, Alcoholic beverages, Milk processing,

Tomato paste, Fast-food, Ready-to-eat breakfast cereals, Food processing,

Food additives, flavors etc.

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GOVERNMENT

INITIATIVES

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The Government of India has identified the Food Processing Industry

sector as a high priority area. It has given a number of fiscal relief and

incentives to encourage commercialization and value addition to

agricultural produce. As per a study conducted by McKinsey and

Confederation of Indian Industry (CII), the turnover of the total food market

is approximately US $ 69.4 billion out of which value-added food products

comprise US $ 22.2 billion.

Since the liberalization in August, up-till February 2000, proposals for

projects of over US $13.4 billion have been proposed in various segments

of the food and agro-processing industry. Besides this, the Government

has also approved proposals for joint ventures; foreign collaboration,

industrial licenses and 100%export oriented units envisaging an investment

of US $ 4.80 billion during the same period. Out of this, foreign investment

is over US $ 18.2 billion.

Indian Finance Minister P. Chidambaram, in an attempt to provide an

impetus to the food processing industry, has announced that food

processing would be treated as a priority sector for bank credit.

Chidambaram said the National Agriculture and Rural Development Bank

(Nabard) would create a separate window with a corpus of $223 million for

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"refinancing loans to the sector, especially for agro-processing

infrastructure and market development".

India is also considering investing another $22.97m in at least 10 mega

food parks in the country. The move is besides working towards offering

100% foreign direct investment and income-tax benefits to the sector.

According to Indian Credit Rating Agency (Icra), the processed food market

accounts for 32% of the total food market.

The industry associations are also pro-active. The CII will shortly approach

the government with an action plan seeking fiscal sops and policy initiatives

for the food processing industry. The organized and unorganized industry

in India is estimated at $102 billion. CII wants its proposals incorporated in

the 11th Plan. These include providing new broadband category definitions

to bring in uniformity in taxation and flexibility in manufacturing. The idea is

to change the present narrow product-specific definitions to an all-

encompassing one that would even include packaging in the policy for food

processing.

The Associated Chambers of Commerce & Industry of India (ASSOCHAM)

has sought a 10 year tax holiday for food parks and integrated food zones

and also urged the government to provide exemption of income from

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grading of agriculture and farm produce, cold storage, processing of fruit

and vegetables for a period, beginning April 2007 until March 2012.

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INDIANIZATION

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International fast food brands spice up their plans of entering India. Many

like UK brand Dixy Chicken and pizza outlet Papa John's made their foray

recently, Cinnabon and Barnie's will open their first store this year and a

host of other brands, including SumoSalad and Panda Express, are

scouting for local partners to tempt the Indian palate.

Fast-food retail chains such as KFC, McDonald's, Domino's, Pizza Hut and

others are re-learning marketing lessons and segmenting their product

portfolio to capture Indian consumers across diverse income levels and

lifestyles. The strategy is an attempt by some top retailers to tone up profit

margins with a multi-layered product portfolio that addresses the

aspirational need of consumers willing to splurge while meeting the basic

requirement at the bottom-end.

With cut-throat competition to set up standalone outlets at busy

marketplaces getting tougher, fast-food chains have come up with a new

recipe for success - takeover and manage canteens across schools,

colleges and corporate offices.

With global supermarket majors such as Wal-Mart, Tesco and Carrefour

among others increasing sourcing of processed foods from the country, it

makes monetary sense for local companies to enter/expand in this arena.

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In fact, Food Processing Minister Subhodh Kant Sahai had said at the

beginning of the year that foreign retail giants are willing to buy as much as

$30 billion worth of processed food from the country.

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INVESTMENTS

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The food processing sector needs investment of about $28-35bn to meet

the changing food demands in India, according to industry estimates. The

outlay for the food processing segment has been increased from $19.5m in

'04-05 to $41.4m in the next year, more than twice the earlier amount.

Foreign direct investment (FDI) in the country's food sector is poised to hit

the US$ 3-billion mark. In the last one year alone, FDI approvals in food

processing have doubled. Add to this the $55 million that has been

invested in sugar and cooking oil companies, and you can see how the

changing diet of upwardly mobile India along with the new mega food parks

are becoming dishy to overseas investors. Foreign direct investment in

food already beats the money being pumped into the far-more-glamorous

hotels and tourism industry.

According to latest industry ministry data, the cumulative FDI inflow in food

processing reached $2,804 million in March '06. In '05-06, the sector

received approvals worth $41million. This figure is almost double the

$22million approved in '04-05.

Foreign investors are keen in investing in the country. Recently, India has

received an encouraging response from investors in the UK for establishing

joint quality control testing facilities for agriculture products and establishing

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cold storage facilities in the country, Minister of State for Food Processing

Industries Subodh Kant Sahai said.

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BON APPETITE

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The total food production in India is likely to double in the next ten years

and there is an opportunity for large investments in food and food

processing technologies, skills and equipment, especially in areas of

Canning, Dairy and Food Processing, Specialty Processing, Packaging,

Frozen Food/Refrigeration and Thermo Processing. Fruits & Vegetables,

Fisheries, Milk & Milk Products, Meat & Poultry, Packaged/Convenience

Foods, Alcoholic Beverages & Soft Drinks and Grains are important sub-

sectors of the food processing industry. Health food and health food

supplements is another rapidly rising segment of this industry which is

gaining vast popularity amongst the health conscious.

In a bid to remove constraints in the way of investments in the sector, the

Ministry of Food Processing Industries (MoFPI) is set to push for creating a

favorable fiscal environment to induce venture capital and mutual funds to

invest in different components of supply chain or in the entire chain. This

follows the recommendations of a Rabo Bank study commissioned by the

Ministry to unlock investments to the tune of $33.4 billion in this sector over

the next 10 years.

Since the sector offers immense growth potential, a large number of multi

national companies (MNCs) have entered India to take advantage of the

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opportunity. Unilever, Nestle, Pepsi and Cadbury are some of the big,

successful overseas players in India that face a strife from established

Indian brands.

According to a recently published report by RNCOS, Indian Food

Processing (2006), :"In next 3 years, the Indian food processing industry is

anticipated to grow to 3 times its current size making India a key and

consequential player in the food and agriculture trade. Despite being

recognized as a promising growth area, the current share of Indian food

processing market in the world food trade is only 2%."

The food processing and bakery products sector has given the stock

markets something to munch on. Stocks of major players in this slow-

moving sector have been performing well on good corporate results, helpful

economic conditions and good weather. Although thin margins will call for

increased volumes for these companies to remain afloat two years down

the line, the long-term prospects are still good because opened-up rural

markets and an ever expanding consumer base will ensure volumes.

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COMPETITORS

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KFC

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KFC Corporation (KFC ), founded and also known as Kentucky Fried

Chicken , is a chain of fast food restaurants based in Louisville, Kentucky,

in the United States. KFC has been a brand and operating segment,

termed a concept of Yum! Brands since 1997 when that company was

spun off from PepsiCo as Tricon Global Restaurants Inc.

KFC primarily sells chicken pieces, wraps, salads and sandwiches. While

its primary focus is fried chicken, KFC also offers a line of grilled androasted chicken products, side dishes and desserts. Outside North

America, KFC offers beef based products such as hamburgers or kebabs,

pork based products such as ribs and other regional fare.

The company was founded as Kentucky Fried Chicken by Colonel Harland

Sanders in 1952, though the idea of KFC's fried chicken actually goes back

to 1930. Although Sanders died in 1980, he remains an important part of

the company's branding and advertisements, and "Colonel Sanders" or

"The Colonel" is a metonym for the company itself. The company adopted

KFC, an abbreviated form of its name, in 1991.Starting in April 2007, thecompany began using its original name, Kentucky Fried Chicken, for its

signage, packaging and advertisements in the U.S. as part of a new

corporate re-branding program; newer and remodeled restaurants will have

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the new logo and name while older stores will continue to use the 1980s

signage. Additionally, Yum! continues to use the abbreviated name freely in

its advertising.

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HISTORY

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Born and raised in Henryville, Indiana, Sanders passed through several

professions in his lifetime. Sanders first served his fried chicken in 1930 in

the midst of the Great Depression at a gas station he owned in North

Corbin, Kentucky. The dining area was named Sanders Court & Caf and

was so successful that in 1936 Kentucky Governor Ruby Laffoon granted

Sanders the title of honorary Kentucky Colonel in recognition of his

contribution to the state's cuisine. The following year Sanders expanded his

restaurant to 142 seats, and added a motel he bought across the street.

When Sanders prepared his chicken in his original restaurant in North

Corbin, he prepared the chicken in an iron skillet, which took about 30

minutes to do, too long for a restaurant operation. In 1939, Sanders altered

the cooking process for his fried chicken to use a pressure fryer, resulting

in a greatly reduced cooking time comparable to that of deep frying.In 1940

Sanders devised what came to be known as his Original Recipe .

The Sanders Court & Caf generally served travelers, often those headed

to Florida, so when the route planned in the 1950s for what would become

Interstate 75 bypassed Corbin, he sold his properties and traveled the U.S.

to sell his chicken to restaurant owners. The first to take him up on the offer

was Pete Harman in South Salt Lake, Utah; together, they opened the first

"Kentucky Fried Chicken" outlet in 1952. By the early 1960s, Kentucky

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Fried Chicken was sold in over 600 franchised outlets in both the United

States and Canada. One of the longest-lived franchisees of the older Col.

Sanders' chicken concept, as opposed to the KFC chain, was the Kenny

Kings chain. The company owned many Northern Ohio diner-style

restaurants, the last of which closed in 2004.

Sanders sold the entire KFC franchising operation in 1964 for $2 million

USD, equal to $14,161,464 today. Since that time, the chain has been sold

three more times: to Heublein in 1971, to R.J. Reynolds in 1982 and most

recently to PepsiCo in 1986, which made it part of its Tricon Global

Restaurants division, which in turn was spun off in 1997, and has now been

renamed to Yum! Brands.

In 2001, KFC started test in Austin, Texas restaurants of "Wing Works"

chicken wing line sold with one of a few flavored sauces. Also, KFC hired a

consultant to develop a breakfast menu.

Additionally, Colonel Sanders' nephew, Lee Cummings, took his own

Kentucky Fried Chicken franchises (and a chicken recipe of his own) andconverted them to his own "spin-off" restaurant chain, Lee's Famous

Recipe Chicken.

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Today, some of the older KFC restaurants have become famous in their

own right. One such restaurant is located in Marietta, Georgia. This store is

notable for a 56-foot (17 m) tall sign that looks like a chicken. The sign,

known locally as the Big Chicken, was built for an earlier fast-food

restaurant on the site called Johnny Reb's Chick, Chuck and Shake. It is

often used as a travel reference point in the Atlanta area by locals and

pilots.

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THE SECRET RECIPE

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The Colonel's secret flavor recipe of 11 herbs and spices that creates the

famous "finger lickin' good" chicken remains a trade secret . Portions of the

secret spice mix are made at different locations in the United States, and

the only complete, handwritten copy of the recipe is kept in a vault in

corporate headquarters.

On September 9, 2008, the one complete copy was temporarily moved to

an undisclosed location under extremely tight security while KFC revamped

the security at its headquarters. Before the move, KFC disclosed that the

recipe, which includes exact amounts of each component, is written in

pencil on a single sheet of notebook paper and signed by Sanders. It was

locked in a filing cabinet with two separate combination locks. The cabinet

also included vials of each of the 11 herbs and spices used. Only two

unnamed executives had access to the recipe at any one time. One of the

two executives said that no one had come close to guessing the contents

of the secret recipe, and added that the actual recipe would include some

surprises. On February 9, 2009, the secret recipe returned to KFC's

Louisville headquarters in a more secure, computerized vault guarded by

motion detectors and security cameras. Reportedly, the paper has yellowed

and the handwriting is now faint.

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In 1983, writer William Poundstone examined the recipe in his book Big

Secrets . He reviewed Sanders' patent application, and advertised in college

newspapers for present or former employees willing to share their

knowledge. From the former he deduced that Sanders had diverged from

other common fried-chicken recipes by varying the amount of oil used with

the amount of chicken being cooked, and starting the cooking at a higher

temperature (about 400 F (200 C)) for the first minute or so and then

lowering it to 250 F (120 C) for the remainder of the cooking time. Several

of Poundstone's contacts also provided samples of the seasoning mix, and

a food lab found that it consisted solely of sugar, flour, salt , black pepper

and monosodium glutamate (MSG). He concluded that it was entirely

possible that, in the years since Sanders sold the chain, later owners had

begun skimping on the recipe to save costs. Following his buyout in 1964,

Colonel Sanders himself expressed anger at such changes, saying:

That friggin' ... outfit.... They prostituted every goddamn thing I had. I had

the greatest gravy in the world and those sons of bitches-- they dragged it

out and extended it and watered it down that I'm so goddamn mad!

Ron Douglas, author of the book America's Most Wanted Recipes , also

claims to have figured out KFC's secret recipe.

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PRODUCTS PACKAGING

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The famous paper bucket that KFC uses for its larger sized orders of

chicken and has come to signify the company was originally created by

Wendy's restaurants founder Dave Thomas. Thomas was originally a

franchisee of the original Kentucky Fried Chicken and operated several

outlets in the Columbus, Ohio area. His reasoning behind using the paper

packaging was that it helped keep the chicken crispy by wicking away

excess moisture. Thomas was also responsible for the creation of the

famous rotating bucket sign that came to be used at most KFC locations in

the US.

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MENU ITEMS

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This is a list of menu items sold at KFC.

Chicken

KFC's specialty is fried chicken served in various forms. KFC's

primary product is pressure-fried pieces of chicken made with the

original recipe . The other chicken offering, extra crispy , is made using

a garlic marinade and double dipping the chicken in flour before deep

frying in a standard industrial kitchen type machine.

Kentucky Grilled Chicken This marinated grilled chicken is targeted

towards health-conscious customers. It features marinated breasts,

thighs, drumsticks, and wings that are coated with seasonings before

being grilled. It has less fat, calories, and sodium than the Original

Recipe fried chicken. Introduced in April 2009.

KFC has two lines of sandwiches: its "regular" chicken sandwiches

and its Snackers line. The regular sandwiches are served on either a

sesame seed or corn dusted roll and are made from either whole

breast fillets (fried or roasted), chopped chicken in a sauce or friedchicken strips. The Snackers line are value priced items that consist

of chicken strips and various toppings. In the UK, Australia and New

Zealand, sandwiches are referred to as "burgers"; there is the

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chicken fillet burger (a chicken breast fillet coated in an original-recipe

coating with salad garnish and mayonnaise) and a Zinger Burger (as

with the former but with a spicier coating and salsa). Both of these

are available as "tower" variants, which include a slice of cheese and

a hash brown.

o KFC considers its Double Down product a sandwich in spite of

containing no bread.

A variety of smaller finger food products are available at KFC

including chicken strips, wings, nuggets and popcorn chicken. These

products can be ordered plain or with various sauces, including

several types of barbecue sauces and buffalo sauce. They also offer

potato wedges.

Several pies have been made available from KFC. The Pot Pie is a

savory pie made with chicken, gravy and vegetables. In the second

quarter of 2006, KFC introduced its variation on Shepherd's pie called

the Famous Bowl . Served in a plastic bowl, it is layered with mashed

potatoes or rice, gravy, corn, popcorn chicken, and cheese, and is

served with a biscuit. The bowl had been available at KFC's special

test market store in Louisville since the third quarter of 2005.

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The KFC Twister is a wrap that consists of either chicken strips or

roasted chicken, tomato, lettuce and (pepper) mayonnaise wrapped

in a tortilla. In Europe, the Twister is sold in two varieties: 1) the

Grilled Twister (chicken strips) and 2) the Grilled Mexican

twister/Spicy Toasted Twister (UK) (chicken breast supplemented by

tortilla chips and salsa, UK: adds only salsa to pepper mayonnaise)

KFC Fillers are a 9 in (23 cm) sub, available in four varieties over the

summer period in Australia.

Shish kebab in several markets KFC sells kebabs.

Kentucky Barbecued Chicken barbecued chicken dipped in the

original recipe

Wrapstar is a variant of the KFC Twister, consisting of chicken strips

with salsa, cheese, salad, pepper mayonnaise and other ingredients,

contained in a compressed tortilla.

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OTHER PRODUCTS

In some international locations, KFC may sell hamburgers, pork ribs

or fish. In the U.S., KFC began offering the Fish Snacker sandwich

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Parfait desserts "Little Bucket Parfaits" in varieties such as Fudge

Brownie, Chocolate Crme (once called the Colonel's Little Fudge

Bucket), Lemon Crme and Strawberry Shortcake are available at

most locations in the US.

Sara Lee Desserts Available in either Cookies and Cream

Cheesecake or Choc Caramel Mousse.

Krushers, available in Australia, South Africa, India and New Zealand.

These are drinks containing "real bits". They include "classic

krushers", "smoothie krushers" and "fruit krushers". Selected outlets

are now equipped with "Krushbars" to serve these drinks.

Sides

Other than fried chicken, many KFC restaurants serve side dishes

like coleslaw, various potato-based items (including potato wedges,

french fries and mashed potatoes with gravy), biscuits, baked beans,

macaroni and cheese, macaroni salad, rice, steamed vegetables and

corn on the cob.

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Discontinued products

The Colonel's Rotisserie Gold This product was introduced in the

1990s as a response to the Boston Market chain's roasted chicken

products, and a healthier mindset of the general public avoiding fried

food. Purportedly made from a "lost" Col. Sanders recipe, it was sold

as a whole roaster or a half bird.

Tender Roast Chicken This product was an offshoot of "The

Colonel's Rotisserie Gold". Instead of whole and half birds, customers

were given quarter roasted chicken pieces. For a time, customers

could request chicken "original", "Extra Tasty Crispy", or "Tender

Roast".

Chicken Little sandwich a value oriented sandwich that sold for

US$0.39 in the U.S. during the late 1980s and early 1990s. It was a

small chicken patty with mayonnaise on a small roll, similar to White

Castle's mini chicken sandwich.

Extra Tasty Crispy (ETC) Chicken much like the Extra Crispy

served today, except ETC was prepared using chicken that had been

soaking for 15 minutes in a special marinade machine. There is some

speculation that the marinade may have been made with trans-fats,

and KFC confesses to no longer use trans-fats in their chicken, the

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known ingredients were garlic and chicken stock. In the summer of

2007, KFC started marketing the chicken just as "Extra Crispy"

without the marinade.

Kentucky Nuggets were a chicken nugget product available at KFC

from December 1984 until 1996. No reason has been given for their

discontinuation. It is still sold in Australia.

Smokey Chipotle Introduced in April 2008. The chicken was dipped

in chipotle sauce then doubled breaded and fried. It has been

discontinued since August 2008.

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NUTRITIONAL VALUE

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KFC formerly used partially hydrogenated oil in its fried foods. This oil

contains relatively high levels of trans fat, which increases the risk of heart

disease. The Center for Science in the Public Interest (CSPI) filed a court

case against KFC, with the aim of making it use other types of oils or make

sure customers know about trans fat content immediately before they buy

food.

In October 2006, KFC announced that it would begin frying its chicken intrans fat-free oil. This would also apply to their potato wedges and other

fried foods, however, the biscuits, macaroni and cheese, and mashed

potatoes would still contain trans fat. Trans fat-free soybean oil was

introduced in all KFC restaurants in the U.S. by April 30, 2007. CSPI

announced that it would immediately drop its lawsuit against KFC and was

hopeful that this would create a ripple effect on other restaurants or fast

food chains that prepare food rich in trans fat. "If KFC, which deep-fries

almost everything, can get the artificial trans fat out of its frying oil, anyone

can," CSPI executive director Michael Jacobson said in a statement.

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ADVERTISING

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Despite his death in 1980, Sanders remains a key symbol of the company

in its advertising and branding. Early television advertisements for KFC

regularly featured Sanders licking his fingers and talking to the viewer

about his secret recipe, and by the 1960s both the Colonel and the chain's

striped bucket had become well-known. The bucket as product placement

can be seen in the hands of both Annette Funicello and Dwayne Hickman

in 1965's How to Stuff a Wild Bikini , and was also featured prominently in

the 1968 Peter Sellers vehicle, The Party . KFC itself was featured in 1980's

Superman II . The Colonel made appearances as himself in Jerry Lewis's

The Big Mouth (1967), Herschell Gordon Lewis' Blast-Off Girls (1967) and

Al Adamson's Hell's Bloody Devils (1970), as well as an appearance in

1968 on Rowan & Martin's Laugh-In .

Before he became a platinum-selling pop star in the 1970s, Barry Manilow

sang the commercial jingle "Get a Bucket of Chicken", which was later

included on Barry Manilow Live as part of "A Very Strange Medley."

Throughout the mid 1980s, KFC called on Will Vinton Studios to produce a

series of humorous, claymation ads. These most often featured a cartoon-

like chicken illustrating the poor food quality of competing food chains,

mentioning prolonged freezing and other negative aspects. TV ads also

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featured Foghorn Leghorn advising Henry Hawk to visit the restaurant for

better chicken.

In the 1980s, KFC was an associate sponsor for Junior Johnson's

NASCAR Winston Cup Series cars, with such drivers as Darrell Waltrip,

Neil Bonnett, and Terry Labonte.

A 1982 episode of Little House on the Prairie titled "Wave of the Future"

featured a character presumed to be Col. Sanders offering Harriet Oleson afried chicken franchise (perhaps a subliminal advertisement for KFC), but

his character was credited as "Bearded Man" for legal reasons. This sub

plot was an anacrhonism as Sanders had not yet been born at the time the

episode was set (the late 19th century).

In 1997, KFC briefly re-entered the NASCAR Winston Cup Series as

sponsor of the #26 Darrell Waltrip Motorsports Chevrolet with driver Rich

Bickle at the Brickyard 400.

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The logo was built from 65,000 one-foot-square tiles, and it took six days

on site to construct in early November. The logo was placed in the Mojave

Desert near Rachel, Nevada . It is located in the northern section of Rachel,

Nevada

Many KFC locations are co-located with one or more of Yum! Brands

restaurants, Long John Silver's , Taco Bell , Pizza Hut , or A&W Restaurants .

Many of these locations behave like a single restaurant, offering a single

menu with food items from both restaurants.

The resurrected Kentucky Fried Chicken logo

One of KFC's latest advertisements is a commercial advertising its "wicked

crunch box meal". The commercial features a fictional black metal band

called "Hellvetica" performing live, the lead singer then swallows fire. The

commercial then shows the lead singer at a KFC eating the "wicked crunch

box meal" and saying "Oh man that is hot".

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In 2007, the original, non-acronymic Kentucky Fried Chicken name was

resurrected and began to reappear on company marketing literature and

food packaging, as well as some restaurant signage.

In 2010, an advertisement was shown in Australia showing an Australian

cricket fan giving West Indies fans KFC chicken to keep them quiet. The ad

sparked a debate over racism in the ad, suggesting that all black people

eat fried chicken. Fried chicken was eaten by black slaves because it was

cheap and easy to make. Though KFC stated that it was "misinterpreted by

a segment of people in the US", the ad was later pulled from TV. However,

several Australian commentators have expressed the opinion that the ad is

not racist, because this is not a racial stereotype in Australia and the cricket

fans in the ad are not African American, but West Indies cricket supporters

(the West Indies cricket team was playing a series against the Australian

cricket team at the time of the ad).

Also in 2010, Yum! signed a naming rights deal with the Louisville Arena

Authority for Louisville's new downtown arena, which opened on October

10 of that year as the KFC Yum! Center.

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McDonald's Corporation (NYSE: MCD) is the world's largest chain of

hamburger fast food restaurants, serving more than 58 million customers

daily. In addition to its signature restaurant chain, McDonalds Corporation

held a minority interest in Pret A Manger until 2008, was a major investor in

the Chipotle Mexican Grill until 2006, and owned the restaurant chain

Boston Market until 2007.

A McDonald's restaurant is operated by either a franchisee, an affiliate, or

the corporation itself. The corporation's revenues come from the rent,

royalties and fees paid by the franchisees, as well as sales in company-

operated restaurants. McDonald's revenues grew 27% over the three years

ending in 2007 to $22.8 billion, and 9% growth in operating income to $3.9

billion.

McDonald's primarily sells hamburgers, cheeseburgers, chicken products,

french fries, breakfast items, soft drinks, shakes, and desserts. In response

to obesity trends in Western nations and in the face of criticism over the

healthiness of its products, the company has modified its menu to include

alternatives considered healthier such as salads, wraps and fruit.

The business began in 1940, with a restaurant opened by brothers Richard

and Maurice McDonald in San Bernardino, California. Their introduction of

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the "Speedee Service System" in 1948 established the principles of the

modern fast-food restaurant. The original mascot of McDonald's was a man

with a chef's hat on top of a hamburger shaped head whose name was

"Speedee." Speedee was eventually replaced with Ronald McDonald by

1967 when the company first filed a U.S. trademark on a clown shaped

man having puffed out costume legs.

McDonald's first filed for a U.S. trademark on the name McDonald's on May

4, 1961, with the description "Drive-In Restaurant Services," which

continues to be renewed through the end of December 2009. In the same

year, on September 13, 1961, the company filed a logo trademark on an

overlapping, double arched "M" symbol. The overlapping double arched

"M" symbol logo was temporarily disfavored by September 6, 1962, when a

trademark was filed for a single arch, shaped over many of the early

McDonald's restaurants in the early years. The famous double arched "M"

symbol in use today did not appear until November 18, 1968, when the

company filed a U.S. trademark.

The first McDonald's restaurants opened in the United States, Canada,

Costa Rica, Panama, Japan, the Netherlands, Germany, Australia, France,

El Salvador and Sweden, in order of openings.

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The present corporation dates its founding to the opening of a franchised

restaurant by Ray Kroc, in Des Plaines, Illinois, on April 15, 1955, the ninth

McDonald's restaurant overall. Kroc later purchased the McDonald

brothers' equity in the company and led its worldwide expansion, and the

company became listed on the public stock markets in 1965. Kroc was also

noted for aggressive business practices, compelling the McDonald brothers

to leave the fast food industry. The McDonald brothers and Kroc feuded

over control of the business, as documented in both Kroc's autobiography

and in the McDonald brothers' autobiography. The site of the McDonald

brothers' original restaurant is now a monument.

With the expansion of McDonald's into many international markets, the

company has become a symbol of globalization and the spread of the

American way of life. Its prominence has also made it a frequent topic of

public debates about obesity, corporate ethics and consumer responsibility.

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McDonald's restaurants are found in 119 countries and territories around

the world and serve 58 million customers each day. McDonald's operates

over 31,000 restaurants worldwide, employing more than 1.5 million

people. The company also operates other restaurant brands, such as Piles

Caf.

Focusing on its core brand, McDonald's began divesting itself of other

chains it had acquired during the 1990s. The company owned a majority

stake in Chipotle Mexican Grill until October 2006, when McDonald's fully

divested from Chipotle through a stock exchange. Until December 2003, it

also owned Donatos Pizza. On August 27, 2007, McDonald's sold Boston

Market to Sun Capital Partners.

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TYPES OF

RESTAURANTS

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Most standalone McDonald's restaurants offer both counter service and

drive-through service, with indoor and sometimes outdoor seating. Drive-

Thru, Auto-Mac, Pay and Drive, or "McDrive" as it is known in many

countries, often has separate stations for placing, paying for, and picking

up orders, though the latter two steps are frequently combined; it was first

introduced in Arizona in 1975, following the lead of other fast-food chains.

The first such restaurant in Britain opened at Fallowfield, Greater

Manchester in 1986.

In some countries, "McDrive" locations near highways offer no counter

service or seating. In contrast, locations in high-density city neighborhoods

often omit drive-through service. There are also a few locations, located

mostly in downtown districts, that offer Walk-Thru service in place of Drive-

Thru.

Specially themed restaurants also exist, such as the "Solid Gold

McDonald's," a 1950s rock-and-rollthemed restaurant. In Victoria, British

Columbia, there is also a McDonald's with a 24-carat (100%) gold

chandelier and similar light fixtures.

To accommodate the current trend for high quality coffee and the popularity

of coffee shops in general, McDonald's introduced McCaf , a caf-style

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accompaniment to McDonald's restaurants in the style of Starbucks.

McCaf is a concept created by McDonald's Australia, starting with

Melbourne in 1993. Today, most McDonald's in Australia have McCafs

located within the existing McDonald's restaurant. In Tasmania, there are

McCafs in every store, with the rest of the states quickly following suit.

After upgrading to the new McCaf look and feel, some Australian stores

have noticed up to a 60% increase in sales. As of the end of 2003 there

were over 600 McCafs worldwide.

Some locations are connected to gas stations/convenience stores, while

others called McExpress have limited seating and/or menu or may be

located in a shopping mall. Other McDonald's are located in Wal-Mart

stores. McStop is a location targeted at truckers and travelers which may

have services found at truck stops.

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McDonald's Corporation earns revenue as an investor in properties, a

franchiser of restaurants, and an operator of restaurants. Approximately

15% of McDonald's restaurants are owned and operated by McDonald's

Corporation directly. The remainder are operated by others through a

variety of franchise agreements and joint ventures. The McDonald's

Corporation's business model is slightly different from that of most other

fast-food chains. In addition to ordinary franchise fees and marketing fees,

which are calculated as a percentage of sales, McDonald's may also collect

rent, which may also be calculated on the basis of sales. As a condition of

many franchise agreements, which vary by contract, age, country, and

location, the Corporation may own or lease the properties on which

McDonald's franchises are located. In most, if not all cases, the franchisee

does not own the location of its restaurants.

The UK business model is different, in that fewer than 30% of restaurants

are franchised, with the majority under the ownership of the company.

McDonald's trains its franchisees and others at Hamburger University in

Oak Brook, Illinois.

In other countries, McDonald's restaurants are operated by joint ventures of

McDonald's Corporation and other, local entities or governments.

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As a matter of policy, McDonald's does not make direct sales of food or

materials to franchisees, instead organizing the supply of food and

materials to restaurants through approved third party logistics operators.

According to Fast Food Nation by Eric Schlosser (2001), nearly one in eight

workers in the U.S. have at some time been employed by McDonald's.

(According to a news piece on Fox News this figure is one in ten.) The

book also states that McDonald's is the largest private operator of

playgrounds in the U.S., as well as the single largest purchaser of beef,

pork, potatoes, and apples. The selection of meats McDonald's uses varies

with the culture of the host country.

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ANALYSIS & FINDINGS

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The analysis is made simpler through the presentation from tables.

Frequency of visiting: -

Figure 1

The above table shows that almost 62% of the people prefer to go to a

restaurant 3-4 times within a month. However still 25% of the respondents

dont visit quite often. Hence, we can expect a repeat foot fall for about 3-4

times a month.

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Money spent per visit per person:-

Figure 2

The above table reveals that more than 46% of the respondent spends

more than 300 Rs per visit individually. Again about 36% people are ready

to pay a range of Rs. 150 to Rs. 300 individually per visit. Hence, the

revenue from a person may be estimated around Rs. 200

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Experience of Mexican food or liquor:-

Figure 4

The shows that about 42% of the people have already know about the

Mexican food or liquor as they have tried the Mexican food or liquor before.

Thus we can say that there is a good base for our concept of selling the

authentic Mexican food or liquor.

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Most important factor according to consumers:-

Figure 6

The above table shows that the ambience of the restaurant, excellent taste

at affordable price is what people are looking at. Hence, the restaurant

should take care of all these factors. These three factors are motivators for

the people who want to visit a restaurant.

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DEMOGRAPHIC

PROFILE OF THE

RESPONDENTS

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Age of the respondents:-

Figure 7

Almost 80% of the respondents were in the age group of 20-25. About 15%

of the respondents were in the age group of 25-35. However, considering

the population of Mumbai and the rise in the real incomes of the middle

class, age of the respondent is not a very vital factor. But the target

audience will be mainly young and middle aged people. Hence, product

and service offering should be appealable to that age group.

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Occupation of the respondents:-

Figure 8

Most of the respondents were students maybe because students get more

time to socialize with their friends and other peer groups. Almost 75% of

the respondents were students out of the total sample.

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Gender:-

Figure 9

From the above table we know that 62% of the respondents were males

and the remaining were females. The sex ratio of India is negative andhence gender doesnt make much difference where revenue or costs are

concerned.

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Monthly Family Income:-

Figure 10

From the above table we can conclude that more than 38% of the people

who visit restaurants earn a monthly family income of more than Rs. 50000;

this is followed by a income group of Rs. 25000 to Rs. 50000 which

constitute around 42% of the total sample. This data will help us in

determining the target group with right income group.

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The cluster analysis was done in order to judge the consumer psychology

and the personality. The cluster analysis reveals us the significant factors.

The factors are significant when the ANOVA value is less than 0.05

The below table reveals us the significant factors. The factors where

the ANOVA value is greater than 0.05 are excluded as these are

insignificant factors.

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Figure 11

Take a look at the statements where the value of the significance is circled.

These are the significant statements. Rests of the statements are

insignificant. Hence, when we look deeper into the personality and attitude

of the consumer we find the following things:-

The target consumer thinks more than once before buying anything.

May it be eatable or other product? The consumer is cautious in his

decision making. People from Mumbai are not impulsive buyers.

The consumer thinks that the money is not much important than

deriving the satisfaction at the present moment. They are of that

attitude maybe because most of the respondents are in the age group

of 20 to 35.

There is a chance that the consumer might purchase something

without his own wish. We may say that consumers are not very

individualistic but social and open minded.

The target consumers here do like to show off or flaunt in front of their

peers. There is a chance that they might order something costliest

from the menu card just to impress their peers.

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The target consumers prefer to go in a restaurant where celebrities

had come. Mumbai being the Bollywood city, there are ample

celebrities in the city. The celebrities often visit restaurants or pubs.They also arrange their personal parties in such places. Thus from

the research it is found that people like to go to such places as they

get the opportunity to meet celebrities.

Some of the target group always gives tips at the restaurants. Giving

tips is not very Indian. But as there is increase in the number of

foreign restaurants maybe some traditions are imitated by Indian

people.

Having liquor at public places was often considered taboo in Indian

culture. But because of the globalization the culture is also

undergoing through radical changes. After the abolishment of

industrial licensing, there is increase in the bars, pubs or wine shops

and people do not mind having liquor along with the food. Thus this is

a positive sign for opening authentic Mexican food and liquor

restaurant.

I have earlier mentioned that the target group wants cozy ambience

and excellent taste at an affordable price. But when it comes to judge

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only between ambiences and taste the target group gives more

importance to ambience than taste. There are many restaurants in

Mumbai where the taste is poor but ambience is unique. Thus we can

say that providing a unique ambience is a key for a restaurant.

It was revealed that the target consumer is not much happy to try out

different options. Hence, one needs to persuade the consumer

through integrated marketing communications. One can arrange for

public relations campaigns through celebrity as the target consumers

are fond of celebrities.

Traditionally, Indian culture is a family oriented culture. However

globalization is responsible for making radical changes in the culture.

An Indian was a dependent person where the decision making is

concerned. However, the result shows that the target consumers

think that family is not much important than friends. At least where a

decision of choosing a restaurant or socializing is concerned people

are not that dependent on families.

Usually people prefer the restaurants which are less crowded.

However the research has not found the same. The research has

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found that people are absolutely fine with going to a restaurant which

is crowded.

The target consumers are not interested in a good location of the

restaurant. Few restaurants have become famous because of their

unique selling propositions in the form of taste, price or ambience etc.

Thus, the locations of such restaurants are not considered important.

This is important finding as one might save money by opening

restaurant in suburb area and then open a chain in the downtown

once it has the ability to afford the high rentals.

The target consumer still has a cautious approach and he is not

ready to accept the fact that one should enjoy the present without

worrying too much about the future. Hence we can say that the

target consumer is still savings oriented and he is not going to spend

money like an impulsive buyer. Hence, the sales promotion

techniques should be planned to attract the consumers.

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ANALYSIS FROM CROSS

TABULATIONS

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The cross tabulation is a technique to analyze the dependency of variables.

For example, the cross tabulations will tell us whether frequency of visit is

dependent on income, gender, occupation etc.

Here also attempt is made to analyze the relationships between dependent

and independent variables. This is done with the help of chi square test.

The null hypothesis is always considered as the variables are independent;

meaning frequency of visiting restaurant is not dependent on monthly

family income etc. If the chi square measure is less than 0.05 then we

accept the null hypothesis. Otherwise we reject the same. The research

has attempted to find out such dependency between different variables.

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Relationships between frequency of visit and gender:

Figure 12

The above table shows that out of the total sample 62 are males and 39

are females. Out of the total males 58% go to the restaurant 3 to 4 times a

month. And nearly 24% males dont go often. Out of total females more

than 69% of them go 3-4 times in a restaurant. This is followed by 25% of

them who dont go to restaurant much often.

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Chi square test:-

The below table describes the dependency between frequency of visit and

gender.

Figure 13

In order to decide about the dependency we compare the Pearson Chi-

square value with the standard value 0.050. If the value is greater than the

said value then we reject hypothesis which states that the factors are not

independent. In this case the value is greater than 0.05. Thus we reject the

hypothesis. Hence we conclude that the frequency to visit the restaurant is

independent of gender.

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Relationship between frequency of visiting and age:-

Figure 14

The above figure states that almost 80% of the sample lies in the age

group of 20-25. Within that group 67% of the respondents go to restaurant

3-4 times a month.

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Chi square test:-


age group.

Figure 15






independent of the age group.

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Relationship between frequency of visiting and income group:-

Figure 16

The above table shows that around 62% of the people visit a restaurant 3-4

times a month. Within those people 41% belong to the income group of Rs.

50000 and above; and about 46% belong to the income group of Rs. 25000

to Rs. 50000.

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Chi Square Test:-


age group.

Figure 17






independent of the income group. This may be true as the product

purchased is of consumable in nature having short shelf life. If those were

consumer durables then we might have got different results.

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Chi Square Test:-

The below table shows the dependency between the age of the

respondents and amount spent per visit.

Figure 19

In order to decide about the dependency we compare the Pearson Chi-square value with the standard value 0.050. If the value is greater than the



hypothesis. Hence we conclude that expenditure of respondents and their

age are not dependent.

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Relationship between age group and time spent per visit:-

Figure 20

The above table shows that 58% of the respondents spend about 1 to 2

hours at the restaurant. This is followed by 30% of the respondents who

spend about half an hour to an hour in the restaurant when they visit the

restaurant

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Chi Square test:-

The below table shows the dependency between the age of the

respondents and time spent per visit.

Figure 21





hypothesis. Hence we conclude that the time spent by the respondent and

their age are not dependent.

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Relationship between money spent and gender of the

respondent:-

Figure 22

The above table shows that out of 62 male respondents, more than 46%

spend more than Rs. 300 per visit. This is followed by about 32% of the

respondents who spend money between Rs. 150 to Rs. 300. Out of the

total 39 female respondents about 46% spend more than Rs. 300 and

about 48% spend money between Rs. 150 to Rs. 300.

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Chi Square test:-

The below table shows the dependency between the gender of the

respondents and money spent per visit.

Figure 23





hypothesis. Hence we conclude that the money spent by the respondents

and their gender are not dependent.

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Relationship between time spent and gender of the respondent:-

Figure 24

The above table shows that about 58% of the respondents spend 1 to 2

hours in the restaurant. Out of that about 57% are males and 43% are

females. We need Chi Square test to check the dependency between the

gender and the time spent at the restaurant.

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Chi Square Test:-

The below table shows the dependency between the gender and the time

spent at the restaurant.

Figure 25





hypothesis. Hence we conclude that the time spent by the respondents and

their gender are not dependent.

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Relationship between time spent and income of the respondent:-

Figure 26

We have already seen that about 58% of the total respondents spend 1-2

hours in the restaurant. Out of that about 48% of the respondents are from

income group of Rs. 25000 to Rs. 50000 per month. And about 35% are

from the income group of Rs. 50000 and above. The chi square test will tell

us whether the income group and the time spent in the restaurants are

dependent on each other.

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Chi Square Test:-

Figure 27

In order to decide about the dependency we compare the Pearson Chi-square value with the standard value 0.050. If the value is greater than the


independent. In this case the value is lesser than 0.05. Thus we accept the

hypothesis. Hence we conclude that the time spent by the respondents is

dependent on their income.

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Relationship between money spent and income of the

respondent:-

Figure 28

The above table shows that out of 42 respondents who are in the income

range of Rs. 25000 to Rs. 50000; 45% spend Rs. 150 Rs. 300 per visit

and 38% spend more than Rs.300 per visit. Among 39 respondents with

income group of Rs. 50000 and above, about 62% spend more than Rs.

300 per visit and 25% spend Rs. 150 to Rs. 300. The chi square test will

determine whether the amount spent is dependent upon the monthly

income.

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Chi Square test:-

Figure 29




independent. In this case the value is lesser than 0.05. Thus we accept the

hypothesis. Hence we conclude that the time spent by the respondents is

dependent on their income.

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RECOMMENDATIONS

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The location will be a key during the initial phase. One cannot afford

the prime locations at the beginning of the restaurant. Hence, one

should find a place in suburban localities, where the rentals arecheap. Thus one can save on rentals. Also a care must be taken in

regard that the restaurant should be close to college. This will ensure

a good customer base as college going students often explore new

eating joints.

Initially having liquor at the public places was considered taboo in the

Indian culture. But now the situations are changing. However

necessary permits should be obtained before start of business

activity.

There is lot of scope for opening the Mexican restaurant selling

authentic food and liquor. There are many restaurants where

international cuisines are available. However, restaurants offering

cuisine of just one particular region is not there. Hence, Mexican food

and liquor is a good idea.

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CONCLUSION

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The most observed frequency of visiting the restaurant is 3-4 times a

month.

The money spent per person per visit is more than Rs. 200 This

information is vital in order to budget the revenues and set them off

against the costs.

The average time spent in the restaurant is between 1 to 2 hours.

This information is important to plan the table arrangement of the

restaurant as well as determine the waiting time.

The majority of the respondents have never tried Mexican food, Also

those who have tried are quite uncertain about the authenticity of the

Mexican food. Hence, there is a scope for consumer education about

Mexican food and liquor. This can be achieved through effective

integrated marketing communication.

Excellent ambiences, authentic taste at affordable price are the

factors which are going to drive consumers towards your restaurant.

Hence, these three things should be made unique selling

propositions. The entire strategy should be planned to achieve these

three things which are vital in the success of the restaurant.

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Also people who like to eat outside mostly go in groups of 2-4. This

information is also important to plan the size of the dining table. The

management should see to it that they can accommodate ay number within the group.

Todays Mumbai customer is open minded. However at the same

time it should be noted that the customers still give importance to

save money for future. The customer is not of the attitude that one

should enjoy present without worrying about the past. Also the

customer is not at all impulsive. Hence, the advertising strategy must

be planned very carefully. The advertising should be focused towards

the unique selling propositions which are already identified.

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REFERENCE SECTION

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Questionnaire to the potential buyers in order to judge their

perception about Mexican food and liquor:-

Greetings of the day.

My name is Roopesh Dubey. I am a final semester student of Masters in

Business Administration (MBA).

I am a final semester student from Dr. D Y Patil Department of Business

Management, Belapur. I am doing a project on analyzing a market potential

for an authentic Mexican restaurant in Mumbai. Please fill in the below

questionnaire to get an adequate data and analysis there on. The data

collected will only be used for academic purposes.

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Questionnaire

(1) When I say about Mexican food and liquor what thoughts do come

to your mind?

(2) How often do you visit a restaurant?

A. Almost daily B. 3-4 times a week C. 3-4 times a month

D. Not Often

(3) How much money do you spend at a restaurant?

A: 0-50 Rupees B: 50-150 rupees C: 150-300 Rupees

D: Over 300 Rupees

(4) How much time do you usually spend at a restaurant?

A. Less than 1/2 hour B. 1/2- 1 hour C. 1-2 hours

D. Over 2 hours

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(5) How many people do you usually go with?

A: Alone

B: With 1 person

C: 2-4 people

D: More than 4 people

(6) What is the single most important factor for you to choose a

restaurant, pub, bar etc?

A: Taste of food B: People/ Service

C: Value for money D: Ambience/Experience

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(7) Please tick the appropriate choice.

Strongly

Disagree

Disagree Uncertain Agree Strongly

AgreeI think more than once

before buying anythingI think money is not

much important than

deriving satisfaction at

the present momentI may purchase

something without my

own wishI like to show off with my

friends

I order something whichis costliest in the menu

cardI am happy to try out

different optionsI think family is more

important than friendsI like the restaurants

which are less crowdedI believe location of

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restaurant is most

importantI prefer the to go in

restaurant where

celebrities comeI believe one should

enjoy the present without

worrying too much about

futureI always give tip at the

restaurantI dont mind having liquor

with the food as wellThe ambience is an

important factor of therestaurant than taste

PLEASE TELL US SOMETHING ABOUT YOURSELF

Name _____________________________________________________

Age (yrs): (15 - 20) (20 25) (25 35) (30 & above)

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Gender: Male/Female

House Hold income level: (12000 15000) pm.

(15000 25000) pm.

(25000 50000) pm.

(50000 and above) pm.

Occupation_________________________________________________

Address ___________________________________________________

THANKS FOR CO-OPERATION

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BIBLIOGRAPHY

WEBSITES:-

http://en.wikipedia.org/wiki/Economy_of_Mexico

http://www.mumbaimirchi.com/restaurants_in_mumbai/mexican_r

estaurants_in_mumbai.htm

www.google.com

BOOKS :-

Sustainability in the hospital industry Philip Sloan,

J h S Ch
http://en.wikipedia.org/wiki/Economy_of_Mexicohttp://en.wikipedia.org/wiki/Economy_of_Mexicohttp://www.mumbaimirchi.com/restaurants_in_mumbai/mexican_restaurants_in_mumbai.htmhttp://www.mumbaimirchi.com/restaurants_in_mumbai/mexican_restaurants_in_mumbai.htmhttp://www.mumbaimirchi.com/restaurants_in_mumbai/mexican_restaurants_in_mumbai.htmhttp://www.google.com/http://www.google.com/http://en.wikipedia.org/wiki/Economy_of_Mexicohttp://www.mumbaimirchi.com/restaurants_in_mumbai/mexican_restaurants_in_mumbai.htmhttp://www.mumbaimirchi.com/restaurants_in_mumbai/mexican_restaurants_in_mumbai.htmhttp://www.google.com/

rupa project

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