Project Report on

Study of Quick Service Restaurant (QSR) In a Small

City

Project Report Submitted to Amrapali Institute of Hotel Management in

Partial Fulfillment of the Requirement for the

Award of BHMKU

By: Prashant Joshi

Under the supervision of Faculty Mr. Mahendra Negi

University Roll Number: 200945260053

Course: BHMKU 8th sem

1
 UNDERTAKING

I declare that the work presented in this project titled Study of Quick Service Restaurant in
Small city: With reference to Haldwani City, submitted to the Amrapali Institute of Hotel
Management, Haldwani for the award of the Bachelor in Hotel Management and Catering
Technology is my original work. I have not plagiarized or submitted the same work for the
award of any other degree. In case this undertaking is found incorrect, I accept that my degree
may be unconditionally withdrawn.

(Signature of Candidate)

Name:

University Roll Number:

Date:

2
 CERTIFICATE BY THE GUIDE

This is to Certify that the Research Project entitled – Study of Quick Service Restaurant in
Small City: With Reference To Haldwani City is submitted by Mr. PRASHANT JOSHI of
BHMKU 7th Sem batch 2020-2024 is his own work and has been done under my supervision.
It is recommended that this Project be placed before the examiner for evaluation.

(Signature of the Guide)

Name of Guide: Mr.

Designation:

Date:

3
 Acknowledgements

I take upon this opportunity to acknowledge the many people who helped to complete the
project.

I am deeply indebted to my mentor Mr. Mahendra Singh Negi, Associate Professor- F&B
Services for guiding me when and whenever required to accomplish the project.

I would like to thanks to my friends who help me to gather and compile all the resources

Finally, I would like to wind up by paying my heartfelt thanks to my parents who is always a
source of inspiration for me,

(PRASHANT JOSHI)

4
 ABSTRACT

The Restaurant industry in India has witnessed tremendous growth over few years in which
Fast Food Industry has played a major role. Globalization , increase in disposable income ,
rise in number of nuclear families, exposure to western cuisine and increase in the number of
people working in multinational companies in metro cities living far from their families has
resulted in the tendency to eating out thus increase in the growth of fast food industries in
India. The paper aims to analyze the various factors affecting the choice of fast food by the
consumers. The paper also tries to analyze the consumer preferences and spending patterns
towards fast food menu. To this study primary data was collected with the help of structured
questionnaire through field visits whereas secondary data was gathered by various research
journals and food and beverage magazines. The study reveals that taste, hygiene, ambience
and affordability are the major factors which influence the consumer's preferences towards
fast food.

Key words: Restaurant, Fast food, Globalization, Cuisine, Preferences

5
S.NO TABLE OF CONTENTS PAG
E
1. CHAPTER 1: INTRODUCTION 7

1.1Introduction to the topic 7

1.2Growth of QSR Restaurant in India 7

1.3Top Ten Largest Fast Food & QSR Chains in India 9

1.4Objectives of the study 14

2. CHAPTER 2: LITERATURE REVIEW 15

2.1 Back ground of the study 15

2.2 Review of literature 16

2.3 Research questions 18

3. CHAPTER 3: RESEARCH METHODOLOGY 19

3.1 Research methodology 20

3.2 Impact After COVID-19 21

3.3 Conceptual Framework 22

23
3.4 Sampling and Framing of Questionnaire
24
3.5 Types of data collected

4. CHAPTER 4: DATA COLLECTION AND INTERPRETATION

34
5. CHAPTER 5: CONCLUSION AND SUGGESTION
35
5.1 Future Implication Of The Study 36

GLOSSARY

REFRENCES & BIBLOGRAPHY

ANNEXURE

6
 CHAPTER 1 INTRODUCTION
1.1 Study of Quick Service Restaurant (QSR)

The QSR industry is one of the fastest-growing industries in India and worldwide. The Quick
Service Restaurants (QSR) market in India is projected to grow at a CAGR of over 18% during
2021-2025. Due to multiple factors such as increasing urbanization, rapid expansion in food
delivery services, an increase in the number of working professionals and millennials, rising
disposable income in the country, etc, the fast-food industry/ QSR business is observing a rise like
never before. Thus, there are also a huge number of entrants in the industry and an even greater
number of aspirants, which makes it the most competitive restaurant format.

Trends in quick Indian food service industry has witnessed large scale development and the study
of service restaurants in India is very much essential as the growing QSR market is a major
contributor to Indian economy. Many multinationals have entered India where a tiny part of
populations used to eat out with very little number of branded eateries. The changing trends in
shopping and entertainment have also fueled the growth of the segments as it has become a
essential part of entire shopping experience. This industry has somehow succeeded to answer the
questions on its credibility and has convinced the market by satisfying the Indian tastebuds. Better
supply chains and cold storage infrastructure has helped the industry to spread across entire nation
and equal growth is witnessed in tier 2 and 3 cities and ASSOCHAM has estimated growth at a
25% CAGR & likely to touch Rs 25,000 crore mark by 2020

1.2 Growth of QSR Restaurant in India

The Food and beverage service in India has seen the tremendous growth and is still
expanding rapidly. This can be due to globalization , increase in disposable income , rise in
number of nuclear families, exposure to western cuisine, increase in the number of people
working in multinational companies in metro cities living far from their families and
changing demographics profile .The emergence of the fast food industry has, transformed
urban food culture in India to some extent. In India, fast food culture emerged after
independence. Eating at home used to be a significant aspect of Indian culture. However,
over a period of time, with

7
a growth in the number of nuclear families, economic growth and increasing per capita
income as well as globalization, fast food cult are gained prominence.
Similarly, children also resorted to fast food due to their exposure to global urban culture and
western cuisine which accelerated their desire for cheap and delicious fast food. Moreover,
fast food costs less than traditional meals commencing with appetizer and concluding with
dessert. With the liberalization of the economy in 1992, new multinational fast food giants
targeted India as a huge potential market with their outlets. Burger King, Pizza Hut,
Domino’s Pizza, McDonald’s and KFC outlets are functioning in shopping malls and other
public areas. Changing consumer behavior and favorable demographics led India to witness a
tremendous growth in fast food restaurant industry.

The Increase in the number of QSR outlet in India indicate a positive Y-o-Y growth rate of
8.41% from 2021 to 2022 this has been attribute to the nation increase consumption of meat.
The per capita meat consumption grew from 6.15 kg in 2019 to 6.82 kg in 2022.

Fig 1 Indian Quick Service Restaurant Market Source: Internet

8
1.3 Top Ten Largest Fast Food & QSR Chains in India
1. Domino's:-

Domino's is synonyms to pizzas. Jubilant Foodworks holds the Domino's Pizza franchise in
India. The must-try pizzas include deluxe veggie, paneer makhani, peppy paneer, and double
cheese Margherita among others. Domino's is popular for its express delivery. The food chain
is spread across 230 cities across the country. Domino's keeps providing exciting offers

throughout the year.

Fig 1.2 Domino’s Restaurant Source: By The Researcher

2. McDonald's :-

Founded in 1940, McDonald's is an American fast-food company. The fast-food chain is

popular for burgers and fries. The menu includes wraps, desserts, chicken products,
milkshakes, and breakfast items. The company has also added salads, fruits, and smoothies to
its menu. McAloo Tikki Burger, Dosa Masala Burger, Veg Maharaja Mac, and Chicken
Maharaja Mac are some of the Indian special items in their menu. Doorstep delivery is also
available via McDelivery website and app.

9
Fig 1.2 Mc Donald’s Restaurant Source: By Internet

10
3. KFC:-

KFC is the world's second-largest restaurant after McDonald's. They have a presence in 150+
countries across the globe. KFC specializes in fried chicken. They have around 350 outlets in
India. KFC has adapted its standard offering to Indian tastes. The menu includes Hot &
Crispy Chicken, Fiery Grilled bucket, Chicken Zinger, Krushers, Rice Bowlz and 5-in-1 Meal
Box among others. The company has also introduced a vegetarian menu that includes rice
meals, side dishes, and wraps. They also serve eggless mayonnaise and sauces. In recent time,
KFC has enhanced its vegetarian range with the use of Indian spices and cooking techniques.

Fig 1.3 KFC Restaurant Source: By The Researcher

4. Pizza hut:-

Founded in 1958, Pizza Hut is known for its Italian American cuisines. The menu includes
pizza, pasta, side dishes and desserts. The renowned fast-food chain offers scrumptious
pizzas. The must-try pizzas include veggie Italiano, chicken exotica, paneer soya supreme,
triple chicken feast, tandoori paneer, country feast, chicken pepperoni, and smoked chicken.
Recently, they introduced 10 new variants of the iconic pan pizzas.

11
 Fig 1.4 Pizza Hut Source: By Internet

5. Burger King:-

Burger King is best known for its mouth-watering range of burgers and meals. The most
exquisite food items of the brand are big king XL, bacon king Jr, whopper, chicken nuggets,
chicken club salad, pancake platter, fully loaded biscuit, quarter-pound king, crispy chicken
club, frozen coke, frosted frozen coke, double cheeseburger, and crispy chicken tenders
among others. The fast-food chain is famous for serving the best burgers in the town. It is
slowly growing in India as well. You can find a Burger King store in your city. They also
provide online service with doorstep delivery

Fig 1.5 Burger King Source: By Internet

6. Barista:-

12
Barista is an espresso bar chain founded in 2000. Barista has over 200 espresso bars across 30
cities all over India. Expresso is a new kind of coffee that has become popular in the last two
decades. Headquartered in New Delhi, Barista is the second-largest coffee chain in
India.Barista is the pioneer of coffee culture in India..

13
 Fig 1.6 Barista Source: By Internet

7. Dunkin Donuts:-

Dunkin' is one of the largest coffee and doughnut chains in the world. The doughnut company
was found in 1950. Currently, it has a presence in over 42 countries with approximately
12,900 locations. The menu includes donuts, coffee, bagels, and munchkins donut holes.
Dunkin' Donuts opened its first store in Kanpur, India in November 2014. Today it has a
presence in almost all major cities. You can also order your favourite donuts from Swiggy

and Zomato.

Fig 1.7 Dunkin Donuts Source: By Internet

14
8. Haldiram's:-

Founded in 1937 as a retail sweet and namkeen shop in Rajasthan, Haldiram's has become a
household name over the years. It has emerged among the top food chains in India. Some of
the unique items include Soan Papdi, Cookies, and Pani Puri, among others. Haldiram
restaurants can be found in cities such as Delhi, Mumbai, Gurgaon, Bangalore etc. The

15
company has manufacturing locations in Nagpur, Gurgaon, Noida, Rudrapur, and New Delhi.

The chain is actively expanding its presence.

Fig 1.8 Haldiram Source: By Internet

9. Subway:-

Subway is among the fastest-growing food chains in the world with over 41,512 outlets in
100+ countries. It sells submarine sandwiches, salads, and beverages. The Signature wraps
expand the choice and are more satisfying because of the bigger size and double the filling.
Subway Signature Wraps are easy for on-the-go consumption. Subway opened its first
restaurant in India in 2001. There are over 591 Subway restaurants across 68 cities in India.
Subway has also opened multiple all-vegetarian outlets to extend the range of vegetarian
options. The product line-up of the brand is traditionally deemed fresh and more nutritious.

16
Fig 1.9 Subway Source: By Internet

17
10. Cafe Coffee day:-

Cafe Coffee day is one of the best hangout places. The top food chain is one of the best for
coffee. They have around 1500 outlets in India. Some of the popular items on Cafe Coffee
day menu include chicken Cheeseburger, big crunch veg classic burger, hot brownie fudge,
black forest cake, and double shots coffee. The food chain is also known for its range of
delicious ice creams.

Fig 1.10 Café Coffee Day Source: By Internet

1.4 Objective of the study

1. To explore the dynamics and growth of Indian QSR industry.

2. Understand customer preference to QSR as main stream eating place.

3. To know the critical factors that attracts customers to a brand of QSR.

4. To understand the popularity of QSR Outlet in the cities.

5. To know the future market of these QSR and Fast Food Outlet in the cities.

6. To identify the Challenges and Investment in Fast Food Restaurant

18
 CHAPTER 2 LITERATURE REVIEW
2.1 Back ground of the study

Many research has been conducted about the fast food industry and their impacts along with
customer preferences in various cities and countries by many researchers but it has been
observed that no such study has taken place in Haldwani city of hilly state Uttarakhand. As
outlined in Table 1, many authors have worked on academic and theoretical aspects of fast
food consumption. These researchers have outlined about the various concepts of fast food,
nutritional values, and consumption pattern. Some researchers have also worked on the
consumer behaviors, eating out habits and customer satisfaction pertaining to fast food.

STUDY AREA AND SAMPLING

The study is conducted at Haldwani city in the state of Uttarakhand. Haldwani is one of the
major city of the state and is a
hub of many schools, colleges
and government offices. It also
act as a gateway to enter the
fascinating Kumaun hills. As
the city is near to the world
famous hill station Nainital
and is a nearest railway station
to major hill stations of
Kumaun therefore movement
of tourist take place here
around the year. From lodging
to shopping, the city provides
a wide range of

Fig No: 2 Haldwani Map Source: Municipal Corporation

options for the tourists, locals and the youth. Due to this many domestic and international fast
food chain has marked their presence here. For the study Dominos, Pizza Hut, KFC and
Brownies were selected as they are very famous among the locals and youth.

19
2.2 Review of literature

1. Gupta ( 2003): Mentioned that with changing life style and aggressive marketing by
fast food outlets, fast food is also becoming popular in small towns; therefore,
success of existing fast food outlets and entry of more is inevitable

2. Brown et al. (2000): Emphasized the need for nutritional awareness and fast food
preferences of young consumer during adolescent year

3. Horsu Emmanuel Nondzor, Yeboah Solomon Tawiah (2015): Study provides insight
into the factors contributing to the perceived growth of fast food in Ghana which is
as a result of urbanization, people working for long hours, growing interest in exotic
meals, advertising, availability of commercial buildings and rise in income. These
consumers, who currently patronize fast food, do so for the reasons that they
perceive them to be convenient, time saving, delicious, good for a change and fun as
well as preference of the environment. The study revealed significant opportunity to
marketers as far as consumers’ behaviour regarding preference, usage pattern and
understanding of food market is concerned.

4. Anand (2011): Explored the impact of demographics and psychographics on young

consumer’s food choice towards fast food in Delhi, India. The key determinants
impacting consumers food choice were found out to be passion for eating out,
socialize, ambience and taste of fast food and convenience for dual-income families
in urban India.

5. Park, C. (2004): Determined that Consumers patronize fast food to save time, satisfy
their hunger, for pleasure and for social interactions. Before the advent of fast food,
people needed to buy a lot of ingredients from the market to prepare food to serve to
the family on time. To many people, fast foods conveniently replace such activity as
life is increasingly becoming too busy and hectic.

20
6. Min, H., & Min, H (2011): Examined about the service quality and customer
satisfaction in fast food restaurant franchises in the USA.

7. Kashyap.M, Kasyap.K, Sarda.A (2013): Identified that consumers in the today’s

market are more fascinated to western culture and increase in the facilities offered by
fast food services driving the growth of the industry. The frequency of visiting the fast
food outlets relates with the ages of the consumers as well as the income affects the
spending habits of an individual.

8. Goyal.A,Singh.N.P (2007): Mentioned that changing consumer behavior and

favorable demographics led India to witness a tremendous growth in fast food
restaurant industry The food habits of youngsters are influenced by many factors such
as environment at home, educational environment, availability and accessibility to
fast food providers, and social environment in their surroundings.

9. Kashyap.M, Kasyap.K,Sarda.A (2013): Analyzed that consumers in the today’s

market are more fascinated to western culture and increase in the facilities offered
by fast food services driving the growth of the industry and hence suggested that
Consumers prefer brands that associate with happiness and are centered around
youth. Taking care of the society can also be looked at as Corporate Social
Responsibility.

10. Barker (2006): Indicates that Indians are facing the problem of obesity and among
kinds of food – fast food is one of the reasons for the same. However, there is gap of
a particular research in Indian context to have a link between the health problems and
fast food consumption.

21
2.3 Research questions

 There is only one questionnaires:

 To find out the growth & popularity of Quick Service Restaurant in small city
like Haldwani
 To check the impact of Quick Service Restaurant in a small city like Haldwani
 In the questionnaire, there are 10 questions and each question has multiple choices.
 The respondents have to choose the answer they think is the most likely.

 The questions were related to:

o Category & type of restaurants in a small city like,Haldwani.
o Popularity & growth of Quick Service Restaurant in small city like Haldwani.
o What people like or what they usually order in Quick Restaurant in a small city like
Haldwani.
o With whom they usually go with in QSR restaurant in a small city like Haldwani.
o What timing they usually go to the QSR restaurant.
 The age group of the respondents will be between 18 years to above 30 years.

Tools for data collection: Questionnaire (annexure – 1)

Timeframe of study: Two month

The respondents on one-to-one basis will fill the questionnaire.

Source of Data: In process to acquire data from:

Local people, college students, QRS Restaurant in Haldwani and college professors.

22
 CHAPTER 3 RESEARCH METHODOLOGY

3.1 Research Methodology

The study is exploratory is nature and is carried upon the customers visiting the fast food
outlets. A structured questionnaires were developed having the dimensions; demographics of
the respondent such as age, gender, educational qualification and occupation; behavior of
visiting fast food outlets such as time of the day, preferred time for visiting fast food, factors
affecting visiting the fast food outlet such as pressure from friends, influenced by nutritional
values etc. Data collected was analyzed by using factor analysis and some of the results are
shown in percentage with the help of bar chart. A random sampling was done from a large
number of customers visiting fast food outlets and malls. Mostly youth was selected for
filling questionnaire as these are more prone to eating out and having a modern lifestyle.
They were asked to fill the questionnaire (having multiple choice, single response) on the
spot after asking few questions from them regarding their lifestyle, eating habits and
demographic features so that biasness can be reduced, besides a thorough analysis was also
done for the filled in questionnaires to see the consistency of data for the customers who
filled the questionnaires when they were with peers.

23
3.2 Conceptual Framework

TOPIC

REVIEW OF LITERATURE

OBJECTIVE

QUESTIONARE

PILOT STUDY

REVIEW THE FINAL QUESTIONS

DATA COLLECTON

DATA ANALYSIS

RESULT

CONCLUSION

Fig.3.1 conceptual framework table work

24
3.2 IMPACT AFTER COVID-19
Most industries suffered the challenging side effects of the pandemic, but the impact of

COVID-19 on the fast food industry was particularly significant. Restaurants went

from being fully booked to being forced to close practically overnight. As the world

slowly adapted to a new normal, anchored by social distancing and constantly

changing mandates, business owners had to dream up new safety measures

and reimagine the ins and outs of day-to-day operations to make ends

meet.Sampling and Framing of Questionnaire

Optimizing for Takeout

To make up for plummeting revenue caused by reduced on-premises dining,

QSRs looked for ways to maximize delivery and curbside pickup. By streamlining

menus and reorganizing kitchens to produce as many items as possible, even with

a skeleton team manning the stoves and deep-fat fryers, restaurants could boost

efficiency and meet customer demand at the same time.

Many of these changes have helped steer the future of the restaurant industry

after COVID, with takeout and delivery numbers still remarkably high.

Progress Powered by Next-Level Tech

COVID’s impact on the restaurant industry extended beyond physical changes. Tech-driven

improvements like digital menu boards and self-service kiosks helped improve customer exp

erience while also increasing efficiency. This provided fewer mistakes due to order modifications

or orders being lost in translation, and digital payments eliminated the need for cash-based

transactions. These were all perks that helped safeguard profits and protect team members

and patrons.

25
The study is conducted at Haldwani city in the state of Uttarakhand. Haldwani is one of the
major city of the state and is a hub of many schools, colleges and government offices. It also
act as a gateway to enter the fascinating Kumaun hills. As the city is near to the world famous
hill station Nainital and is a nearest railway station to major hill stations of Kumaun therefore
movement of tourist take place here around the year. From lodging to shopping, the city
provides a wide range of options for the tourists, locals and the youth. Due to this many
domestic and international fast food chain has marked their presence here. For the study
Dominos, Pizza Hut, KFC and Brownies were selected as they are very famous among the
locals and youth. Sample.

Fig 3.2: Image of Haldwan city Source: Internet

size of 30 were thought to be appropriate as the study is exploratory and circulated to the
customers outside these four outlets mentioned above and in the only shopping mall Walk
Way located here ,out of which only 40 questionnaire were returned and 30 were analysed.

26
3.3 Types of Data collected
 There are two type of data collected:
 Primary Data
 Secondary Data

1. Primary Data: Primary data is the data that is collected for the first time through
personal experiences or evidence, particularly for research. It is also described as raw
data or first-hand information. The mode of assembling the information is costly, as
the analysis is done by an agency or an external organisation, and needs human
resources and investment. The investigator supervises and controls the data collection
process directly.

The data is mostly collected through observations, physical testing, mailed

questionnaires, surveys, personal interviews, telephonic interviews, case studies, and
focus groups, etc.

2. Secondary Data: Secondary data is a second-hand data that is already collected and
recorded by some researchers for their purpose, and not for the current research
problem. It is accessible in the form of data collected from different sources such as
government publications, censuses, internal records of the organisation, books,
journal articles, websites and reports, etc.

This method of gathering data is affordable, readily available, and saves cost and
time. However, the one disadvantage is that the information assembled is for some
other purpose and may not meet the present research purpose or may not be
accurate.

27
 CHAPTER 4 DATA COLLECTION AND INTERPRETATION

 Data Collection
 Finding from market survey

DATA ANALYSES:-A questionnaire was prepared to take some knowledge of QSR, for the
same the respondents were guests of QSR’s. The Data was collected from 30 respondents, out
of which all respondents completed the Questionnaire. The QSR covered are Brownies,
Dominos, KFC and many more in Haldwani City. The data analysis done on basis of 30
Respondent’s only.

OBSERVATIONS

Table

-Demographic Characteristics
Gender No. %
Male 18 60
Female 12 40
Total 30 100

Sales

40%

60%

male female

FIGURE 1

INTERPRETATION-

Among the 30 respondents, table 1 and figure 1 it was found that 60% of the clients who visit
street food outlets are male and remaining 40% of clients are female

28
TABLE 2

Table - Demographic Characteristics

Age Group No. %
15-20 5 10
21-25 19 56.6
26-30 12 26.6
More than 30 7 6
Total 43 100

Sales
6% 10%

27%

57%

15-20 21-25 26-30 More than 30

FIGURE 2

INTERPRETATION-

Among the 30 respondents , table 2 and figure 2 it was found that the maximum no. of age
group who visit the street food outlets are adults i.e age group ( 21-25) which is 57% ,(More
than 30) which is 6% , (26-30) which is 27% and (15-20)which is 10%.

29
TABLE 3

Table - Demographic Characteristics

Frequency of visit No. %
Thrice a week 8 30
Twice a week 14 46
Once a week 5 13.3
Rarely 3 10
Total 30 100

Sales
10%

30%
14%

46%

Thrice a week Twice a week Once a week Rarely

FIGURE 3

INTERPRETATION-

Among the 30 respondents , table 3 and figure 3 shows 14% of clients visit street food outlets
once in a week ,46% visit twice in week , 30% visit thrice and remaining 10 % visit rarely.

30
TABLE 4

Table - Demographic Characteristics

Which is your popular QSR No. %
Dominos 8 26.6
Pizza Hut 8 26.6
KFC 7 23.3
Brownies 7 23.3
Total 30 100

Sales

23%
27%

23%

27%

DominosPizza HutKFCBrownies

FIGURE 4

INTERPRETATION-

Among the 30 respondents table 4 and figure 4 shows 23% of clients visit KFC , 27% Pizza
hut , 27% Dominos and 23% Brownies.

31
TABLE 5

Table - Demographic Characteristics

With whom they prefer to visit QSR

No. %
Friends 18 60

Family 4 13.3

Spouse 6 20

Children 2 6.6

Total 20 100

Sales
7%

20%

60%
13%

FriendsFamilySpouseChildren

FIGURE 5

INTERPRETATION

Among the 30 respondents table 5 and figure 5 shows 60% of clients visit QSR with their
friends 13% visit with their family, 20% visit with spouse and 7% with children.

32
TABLE 6

Table - Demographic Characteristics

Favorite time to visit QSR No. %
Morning 2 6.6
Afternoon 9 30
Evening 16 53.3
Night 3 10
Total 30 100

Sales
10% 7%

30%

53%

MorningAfternoonEveningNight

FIGURE 6

INTERPRETATION-

Among the 30 respondent , table 6 and figure 6 shows 7% clients eat at morning time, 30%
eat at afternoon time, 53% eat at evening time and 10% eat at night time .

33
TABLE 7

Table - Demographic Characteristics

Factors influenced to prefer QSR No. %
Health and service quality 2 6.6

Taste and location 22 73.3

Ambience 3 10

Affordability 3 10

Total 30 100

Sales
10% 7%

10%

73%

Health and service qualityTaste and locationAmbienceAffordability

FIGURE 7

INTERPRETATION

Table 8 and figure 8. It has been found that among the 20 respondents 7% said they visit QSR
outlets because of health and service quality, 73% said because of taste and location , 10%
said because of Ambience and remaining 10% said affordability

34
TABLE 8

Table - Demographic Characteristics

Monthly expenditure on QSR in rupees No. %
500-1000 2 6.6

1001-1500 5 16.6

1501-2000 13 43.3

More than 2000 10 33.3

Total 30 100

Sales
7%

17%
33%

43%

500-10001001-15001501-2000More than 2000

FIGURE 8

INTERPRETATION-

Among the 30 respondents table 8 and figure 8 shows 7% of clients said they spend between
500 to 1000 per month , 17% said between 1000 to 1500, 43% said they spend between 1500
to 2000 and remaining 33% spend more than 2000

35
TABLE 9

Table - Demographic Characteristics

Preference on type of flavor in QSR No. %
Spicy 10 33.3
Sweet 5 16.6
Tangy 6 20
Other 9 30
Total 30 100

Sales

30%
33%

20%
17%

SpicySweetTangyOther

FIGURE 9

INTERPRETATION

Out of 30 respondents in table 9 and figure 9, 33% clients like spicy flavor , 17% said they

like sweet flavor , 20% said they like tangy and 30% like other flavor

36
TABLE 10

Table - Demographic Characteristics

What you generally order No. %
Pizza 5 16.6
Burger 8 26.6
Fried chicken 6 20
Pastry 3 10
Other 8 26.6
Total 30 100

Sales

16%
27%

27%
10%

20%

PizzaBurgerFried chickenPastryOther

FIGURE 10

INTERPRETATION

Out of 30 respondents in table 10 and figure 10, 16% people order Pizza, 27% said they order
Burger, 20% said they like to order Fried Chicken, 10% said they order Pastry and rest of
27% said other

37
 CHAPTER 5 CONCLUSION AND SUGGESTION

It is observed that the QSR has become a well established section of Indian food service
industry and has further potential for growth through-out the country. It is expanding by leaps
and bounds with many national and international brands expanding by franchisee models.
The industry has successfully established fast food as a suitable substitute for traditional
meals and has been adopted widespread. The data analysis with appropriate statistical test
have suggested that irrespective of demographics of the market, there is a growing preference
for eating out and majority of it are desire to eat out in a QSR. The adoption of QSR is
largely possible because of the fact that majority f the people understand that QSR provides
staple meals and they enjoy food of well known branded restaurant. Other reasons that have
contributed to the growth of QSR is the convenience it offers since changing family and
working patterns, there is less time available for cooking food at home. There is increased
preference for QSR as it is mostly recommended by peers and friends. The most significant
factors that provide a competitive edge to a particular brand over competition are accurate
billing and use of modern technology. It shows that people prefer modern technology in the
service industry and they find it more reliable in terms of transactions with the restaurants. To
add to this the intimacy and privacy provided at most convenient locations is one of the most
important aspect while preferring a brand of QSR

38
6.1 FUTURE IMPLICATION OF THE STUDY

There are many other potentials to improvise and adapt to this study in the future since
the QSR industry is endlessly changing and adapting to current trends. Future study is
nevertheless required to support and extend this study’s results and limitations:

 This study can become the base of the further future research for the researcher

 This study is done only in Haldwani City and the future researcher can take other city
as a research comparison to compare results

39
 GLOSSARY

1. Menu-In a restaurant, the menu is a list of food and beverages offered to customers and
the prices. A menu may be à la carte – which presents a list of options from which customers
choose – or table d'hôte, in which case a pre-established sequence of courses is offered.
Menus may be printed on paper sheets provided to the diners, put on a large poster or display
board inside the establishment, displayed outside the restaurant, or put on a digital screen.

2. Fine Dine-Fine dining restaurants are full-service restaurants with specific dedicated
meal courses. The décorof such restaurants features higher-quality materials, with
establishments having certain rules of dining which visitors are generally expected to follow,
sometimes including a dress code.

3. China & Stoneware-Stoneware is a rather broad term for pottery or other ceramics
fired at a relatively high temperature .China ware is a material made from well-chosen
porcelain clay or pottery stone through technological processes.

4. Design-A design is a layout or specification for the construction of an object or system or

for the implementation of an activity or process, or the result of that plan or specification in
the form of a prototype, product or process.

5. Fancy Cutlery-Cutlery is more usually known as silverware or flatware in the United

States, where cutlery usually means knives and related cutting instruments. Although the
term silverware is used irrespective of the material composition of the utensils, the
term tableware has come into use to avoid the implication that they are made of silver.

6. Breakfast Food-Breakfast is the first meal of the day eaten after waking from the
night's sleep, in the morning.The word in English refers to breaking the fasting period of the
previous night.

40
7. Ala carte menu-When a restaurant offers separately priced items, you can describe its
menu as a la carte. Ordering this way is also a la carte, like choosing individual pieces of
sushi instead of an entire platter or meal. The literal meaning of the French phrase is "by the
card," although it's used in both languages to mean "according to the menu.

8. Tabled'hote menu-a menu offering a complete meal with limited choices at a fixed
price. In restaurant terminology a table d'hôte menu is a menu where multi-course meals with
only a few choices are charged at a fixed total price. Such a menu may also be called prix
fixe.

9. Budget- A budget is defined as a plan to spend a certain amount on various items in a

restaurant.

10. Sales Mix-Sales Mix is an evaluation of your Theoretical Food Cost based upon
total items sold for a given period compared with the margin earned from those items

41
 BIBLIOGRAPHY AND REFERENCES

Anand R., (2011), “A study of determinants impacting consumers food choice with reference
to the fast food consumption in India”, Society and Business Review, Vol.6, No.2, pp
176-187

Barker, K. (2006), “Fast food greases India’s way to fat”, Chicago Tribune, available at:
www.chicagotribune.com/news

Bender, A.E. and Bender, D.A. (1995), A Dictionary of Food and Nutrition, Oxford
University Press, Oxford.

Goyal.A,Singh.N.P (2007), Consumer perception about fast food in India: an exploratory

study, British Food Journal Vol. 109 No. 2, 2007 pp. 182-195

Kashyap.M, Kasyap.K,Sarda.A(2013), A Study of Growth of Fast Food Industry with

Reference to Shift in Consumer’s Buying Habits in Nagpur City, International
Journal of Application or Innovation in Engineering & Management (IJAIEM)
Volume 10

Min, H., & Min, H., “Benchmarking the service quality of fast-food restaurant franchises in
the USA. Benchmarking”, An International Journal, 18(2), 282-300, (2011).

WEBLIOGRAPHY

 https://www.qsrmagazine.com/reports/2010-qsr-50
 https://study.com/academy/lesson/what-is-a-quick-service-restaurant.html
 http://www.plusaccounting.co.uk/blog-post/what-quick-service-restaurant
 https://economictimes.indiatimes.com/news/company/corporate-trends/despite-heavy-
consumer-spending-why-qsr-chains-are-struggling-in-
india/articleshow/59506670.cms
 https://www.posist.com/restaurant-times/resources/quick-service-restaurant-business-
india.html

42
 ANNEXTURE (Questionnaire)

Name :- Mobile No. :-

Outlet :-

Please tick the correct option as applicable. Response received will solely use for this study.

a. Gender

Male Female Other

b. Age group in Year

15-20 21-25 26-30 More than 30

c. Frequency of visit

Thrice a week Twice a week Once a week Rarely

d. Which is your popular fast food restaurant /QSR

Dominos Mc Donald KFC Brownies

e. With whom you prefer to visit Fast food

Friends Family Spouse With Children

f. What meal time you prefer to visit

Morning time Mid-Day time Evening time Night time

g. Which influenced you to prefer fast food restaurants

Health and Service Quality Taste and Location Ambience Affordability

h. Monthly expenditure on fast food /quick service restaurant in rupees

500-1000 1001-1500 1501-2000 More than 2000

i. Preference on type of flavor in QSR

spicy sweet tangy others

j. What you generally order

Pizza Burger Fried chicken Pastry other

43