Essay on The Indian Fast Food Industry

1106 Words Sep 20th, 2015 5 Pages
The Indian fast-food industry is of considerable size, with a latent demand of around US $ 12 billion as of 2009 (Economic Intelligence Unit). The industry is also projected to grow very rapidly almost doubling in a span of ten years. While in 2004 the latent demand was US $9 billion, the demand in 2014 is projected at around US $16 billion (Economic Intelligence Unit). There are several players in the industry. Few of them are multinational brands like Pizza Hut, McDonalds, KFC, Domino‟s Pizza, Coffee Day and Barista while others are Indian brands like Nirulas, Indian Bread and Pizza corner (Jauhari, 2003). The fast food industry entered Goa recently and has been growing steadily ever since.
The multinational brands, McDonald‟s, Domino‟s and Pizza Hut, KFC, Subway, Cafe Coffee Day, Baskin Robbins, Barrista Lavazza all entered Goa after 2008. The success of these chains can be attributed to the application of successful manufacturing and supply chain practices to deliver their unique brand image. Several studies have elaborated standardization and routinzation in all these chains (Leidner, 1993; Ritzer, 2011; Schlosser, 2005,). The major multi-national food chains working in Goa and responsible for bringing Mcdonaldisation to the state are :-
KFC is a fast food restaurant chain that specializes in fried chicken and is headquartered in Louisville, Kentucky, in the United States. Yum! Brands is the parent company under which the various KFC stores in India work. Kentucky…

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