WHY FOOD — THE INDUSTRY INDUSTRY SYNOPSIS * In absolute terms, India’s food consumption is the highest composition of the Indi: private consumption expenditure; being more than 60% of the retail spending in India * The per capita food consumption is still very low at ~ 200USD as compared to ~2,070U: in US and ~3,670 USD in UK * The organized sector, estimated at ~INR 80 Bn is characterized by professional manage outlets, organized supply chain with quality control and sourcing norms, multiple outle and is growing at a much faster CAGR of >20% TRENDS TAKING SHAPE Industry Trends Evolving cuisineTHE F&B INDUSTRY - MARKET SIZE TOTAL CONSUMPTION OF FOOD AND BEVERAGES ‘a0 ‘3000 400 F rao ‘cacr (2005-2015)-58¢ EATING OUT MARKET SIZE 1985, 1995 apse” NTF ones + Approximately 90% of spend on the broad category “food, “— eeFORMAT IN THE EATING OUT INDUSTRY Sa Penetration Formats Organized Format Description Examples | organted pave fe ermal Full service with a specific dedicated meal course, high Spashent Hiechen. Copper Chimney: Dining wuality décor and highly trained staff in formal attire Noodle bar, Olive, Mainland China, tow Restaurants | ality ighly Punjab Grill. Casual Moderately priced food in a causal atmosphere with table Bombay Blue, Pind Balluchi, Sigree, Dining service and sometimes a full bar . caters to the market Cream Centre, Rajdhani, Yoko Low Restaurants| segment between fine dining and QSRs Salers Bars and Focus on alcoholic beverages. The higher-end bars with T Harry's , Hard Rock Café, Chilli's jicdiomn tbunges | premlum picing are referredta as lounges and TL Quick | inna table ere. Some restaurants ao feature Donal ru’, Domin', tedium Server | tateeway and home dlver formats A Pe Collection of multiple quick service restaurants with a Food common seating area Relatively new format popularized 5 Courts by shopping malls, airports, hospitals and office Spaon*, food Talk sdk complexesTarget CustomerPOSITIONING YOURSELF The positioning framework Simplified. * Target Customers - Consumer Segments. Value — Perceived offering to Price. * Foodie — Innovative offerings "Health conscious - Healthy foods "Aspirations and More * UNDERSTANDING THE BRAND — Competitive frame of reference * Compete on categories that are different and unique * Benefit - Differentiating Attributes defini the brand. = Contemporary, Fun, Simple & Quick = Home Delivery, Café, Lounge, Bars ¢ + RTB - Reason to Believe. = The guest should be Able to See, Touch, Feel & Believe the offering.IDENTIFYING KEY DIFFERENTIATORS LOCATION! LOCATION ! LOCATION ! This comes out to be the major factor defining if it will make or break a restaurant. SERVICE : Service plays a very important aspect in defining your brand and its offering. Will people think of your restaurants as a place with “exceptional customer service?”. Prompt Response (within 24 hours) . I-pad offered by our brands to ensure quick recovery. PRICING : In a market like India pricing plays a key role as consumers have define value based on their experiences. You can be in the affordable segment, value segment and premium segment. OFFERING/FOOD SELECTION : Differentiating your restaurant on products, cuisines is quite common which can be sooner or later replicated. Innovation to taste keeping the broader aspect intact is what comes out as a winner. THEME BASED RESTAURANTS : Every business is based on a thought which defines the rae esa amn cmam cice PeSioeneseisernetepineielenieenpeniaieraenieniiinapsniibareae gine aan fen NNNERI IRENE TSPOSITIONING ON THE 4Ps a, PRODUCT PRICE Positioning Tanto cu analy a ele eect] based on research and understanding of the chosen segment using the 4Ps PROMOTION _ PLACE/DISTRIBUTI ONCOMMUNICATING THE POSTIONING Earlier positioning could just be about location and cuisine while today it is a lot more . * Today Positioning involves a multifaceted approach Communication through various mediums internal & external. Constantly redefining value proposition. Innovation to keep the excitement level with minimal budgets and using word of mouth as an effective annronachCOMPETITON BRAND SPACE - Competitive Analysis: Understanding brand perception eg a e! =~ ey Indigo Mainlagd China Out of the Blue ic ‘Spaghetti Kitchen Punjab Grill Pali Village Cafe Copper Chinney Noodle bar California Pizza Kitchen Café Mangii Little: ‘i Mia Cucina Italy ' + Traditional ___. Pind Balluchi i i we Pizzphut Wesee t Dominos Bombay Blue Rajdhani MeDonoalds/KFC Soam / Swati Cafes Low APC smY) a as aeBOMBAY BLUE — THE FUN PLACE ° What ? — We wanted to increase Pepsi consumption at our outlet ° Where ? — Bombay Blue outlets across Mumbai * How? — By participating with Pepsi ‘Tameez se kyun Dekhen?’ campaign — Creating special food and Pepsi combo — Creating online buzz — Contest/ merchandise give awavT 20 menuSPAGHETTI KITCHEN — TRADITIONAL ITALIAN What ? a ee — Master Class in association with Four Seasons wine Where ? — Inorbit Mall * How? — Cooking aficionado's participated in the master class to learn more about our secrets.THE COFFEE BEAN & TEA LEAF + What — Like ‘happy hours’, CBTL came up with ‘Open house’, concept where guest can get great offers within limited Time Frame — Helped us increase off peak hour sale * Where — Phoenix Market city, Pune « HowTHANK YOU