Fast Food IndustrySay No to Plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an Original Essay The idea of ​​fast food is not new. In the early 19th century, at the start of the industrial age, when individuals were expected to work 12 to 14 hours a day, there was virtually no time for long breaks to eat. The first snack bars and kiosks appeared in front of the factories. Today, fast food outside the home has proven to be an indispensable part of our lifestyle. The emergence of the fast food industry has transformed the urban food culture in India to some extent. In India, fast food culture emerged after independence. Eating at home was once an important aspect of Indian culture. However, over time, with the increase in the number of nuclear families, economic growth and increase in per capita income as well as globalization, fast food culture has gained importance. 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. Additionally, fast food costs less than traditional meals starting with the appetizer and ending with dessert. With the liberalization of the economy in 1992, the 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 operate in shopping centers and other public spaces. Changing consumer behavior and favorable demographics have led India to witness considerable growth in the fast food sector (Shanker, 2010). Fast food is the term given to foods that can be prepared and served very quickly. Although any meal requiring little preparation time can be considered fast food, the term generally refers to food sold in a restaurant or store with poor preparation and served to the customer in a packaged form for takeout . The fast food industry in India has evolved with the changing lifestyles of India's young population. The great variety of gastronomic preferences of the regions, hereditary or acquired, has given rise to different modules across the country. It may take some time for the local company to reach the level of international players in the field. Many traditional dishes have been adapted for new fast food establishments. The basic adaptation is to reduce processing and service time. For example, the typical meal that had to be served by an ever-attentive attendant is now offered as a mini-meal at the counter. In its traditional version, a plate or banana leaf was first placed on the ground or on the table. Several assistants then waited at the restaurant, handing out different dishes and filling them as they arrived on the plate. The strong fragmentation of today's consumers represents a trend to take into consideration, in order to identify and improve the qualitative dimensions of the products important for each category of consumers. Young people do not care about meal preparation and that is why they prefer to go out to have their meals. They generally frequent fast food restaurants, especially whenis no one to cook for them and also when they want to socialize. Although they have the necessary knowledge about the nutritional value of foods and their effects on their bodies, they do not act accordingly. Fast food restaurants are famous because they serve food very quickly, they are cheap and easily replace homemade food. Although people, usually busy at work, find fast food beneficial, we all need to be aware of the fact that fast food products are high in calories, fat, sugar and salt. Despite this, young people admit that it is very difficult for them to change their eating habits, in particular because they have neither the time nor the discipline to do so. Accessibility of location is another reason why young people prefer fast food restaurants. Unlike restaurants, located in areas less accessible to young people, fast food restaurants are located on the way to their homes or the city center, and there are more of them. The ease of finding a fast food restaurant could be associated with lack of time or rushing. Choosing a particular fast food restaurant depends on its flexibility and ability to adapt to the needs of young people. These needs are in fact the desire of young people to easily find a place to eat, open at all hours, with a display of products, to be able to order quickly, to quickly eat the ordered dishes, to have a place to socialize with their friends and take the food away or order at home when they don't want or don't have time to eat at the fast food restaurant. (Source: Journal of Tourism, 2014)The beginning of fast food cultureThe concept of fast food appeared in the 1920s. The 1950s first witnessed their rapid proliferation. Several factors contributed to this explosive growth in the 1950s: (1) America's love affair with the automobile. (2) The construction of a major new road network. (3) The development of suburban communities. (4) The baby boom after World War II. “Fast food chains initially catered to suburban car owners. The notion of fast food reflected American culture in which speed and efficiency are highly valued. cent in 2001. Eating at home remains very ingrained in Indian culture and changes in eating habits are very slow, with barriers to eating out entrenched in certain sectors of Indian society. Traditionally, eating out was looked down upon in Indian society. The growth in the number of nuclear families, particularly in urban India, exposure to global media and Western cuisine and the increasing number of women joining the workforce have impacted the trends in catering. More and more, eating out is becoming synonymous with entertainment. And very often it is preferred over cooking to save time. Not surprisingly, takeaway is becoming more and more popular. India is among the top three countries in the world with the highest number of people with spending capacity in the age group of 25 to 49 years. India ranks second in the Global Retail Development Index 2004, an annual ranking of retail investment attractiveness among 30 emerging markets. Lack of consolidation and model retail concepts in India provides better opportunities for global players. More than 400 shopping centers, multiplexes, fast food giants, restaurants, etc. are in the planning or construction stages across the country. Fast food is oneof the world's fastest growing food types. The Indian fast food industry is growing at 40 percent annually and is expected to generate $1 billion in sales by 2005. The multinational segment of the Indian fast food industry is worth ₹6 billion, a figure which is expected to reach 70 billion by 2005. 2005. By 2005, the value of Indian dairy products is expected to reach $1,00,000,000,000. Over the past six years, foreign investment in this sector amounted to $3.6 billion, approximately a quarter of the total investment made in this sector. Due to the availability of raw materials for fast food, global chains are flocking to the country. (Source: Food Retailing: Fast Food Industry, 2005) Market Size and Key Players Dominated by McDonalds which has up to 75 outlets. Domino's Pizza is present in around 100 locations. Pizza Hut is also catching up and plans to open 125 points of sale by the end of 2005. Subways has created around forty points of sale. Nirulas is located only in Delhi and Noida. However, it claims to accommodate 50,000 guests every day. The major fast food players are: McDonalds Nirulas Pizza Hut Domino's Pizza Multinational fast food companies have given domestic competition a tough time. While McDonald's sells more than Nirulas, Pizza Hut and Dominos do more business than Pizza Corner. In the nine years of existence in India, since 1996, multinationals have grown faster than their Indian counterparts. According to industry estimates, in 2001, when McDonald's had a turnover of around 125 crores (1.25 billion), the local company Nirulas, present in the country since 1934, could rake in only 100 crores (1 billion). turnover. Besides, Dominos Pizza Hut and Dominos had a turnover of around 60 crores ($600 million) but Pizza Corner lagged behind with a turnover of 25-30 crores ($250-300 million ). The main reason for the success of multinational chains is their expertise in product development, sourcing practices, quality standards, service levels and standard operating procedures in their restaurants, a strength they have developed over years of experience around the world. Local chains have learned some things over the past few years as they compete with multinationals, but there is still more to do. We have applied our learning experience in other countries in all processes, including consistency, marketing, distribution and training, to local market conditions. It is now that national chains have become aware of the importance of such practices. Nirulas thus strengthens its organizational structure. Another key reason for the success of multinationals is their ability to attract young people. While McDonalds has managed to attract people under 30, Dominos targets “convenience seekers”. Nirulas, on the other hand, is known to appeal more to consumers over 30 years old. It’s no wonder that Nirulas launched its “21” range of ice cream parlors to attract younger customers. The challenge for local chains is also to reinvent themselves to attract young consumers. However, national chains are at an advantage as they understand the behavior and eating habits of Indian consumers and their product offerings have been tailored accordingly. Multinational chains like McDonalds and Pizza Hut are still learning and trying to adapt their menu to people's tastes and food preferences.Indians. Pizza Hut, for example, launched its range of masala pizzas and also opened the world's first 100% vegetarian outlet in India. Domino's, on the other hand, launched its peppy paneer pizza keeping Indian taste buds in mind. The food service market in India is estimated at around 36,000 crores (360 billion), of which that of urban fast food restaurants is around 1,000 crores (10 billion). This segment is growing strongly at around 25 to 30 percent per year, so the market has great growth potential. (Source: Food distribution: fast food industry, 2005) Reason for emergence 1. Gender roles: Gender roles are now evolving. Women began to work outside. So they have no time for their home and meal preparation. Fast food is the easy way out because it can be prepared easily.2. Consumer Sophistication and Confidence: Consumers are now becoming more and more sophisticated. They don't want to prepare food and spend their time and energy on housework. They further build their confidence in “ready to eat and easy to serve” foods. Lack of time: people don't have time to cook. Due to the emergence of working women and also a number of other entertainment elements. Most of the time people work or want to enjoy their family.4. Dual-income group: The emergence of a dual-income group leads to an increase in disposable income. Now people have more disposable income so they can easily spend on fast food and other activities.5. Working Women: Working women don't have time to cook, and if they do, they don't want to cook either because they want to break out of traditionally defined gender roles. They do not want to limit themselves to household chores and raising children. (Mayur Keshwani, 2009).EconomicFactor Affecting IndustryI. Increase in per capita income: There is a continuous increase in the per capita income of Indian citizens. More income on hand translates into more spending on comfort and entertainment and therefore results in more and more spending on quick and ready-to-serve foods.II. Economic Growth: With economic liberalization in 1991, more foreign and private industries entered the Indian market, resulting in income generation for Indian residents – more income translates into ore savings – more d Savings means more investment – ​​more investment translates into overall growth in the economy. .III. Large Population: India being the second largest country in terms of population, has a large potential market for all products/services. This results in the entry of a large number of fast food players in the country.IV. Relaxation of rules and regulations: With the economic liberalization of 1991, most tariff and non-tariff barriers at Indian borders were either removed or minimized. This has significantly helped multinational companies enter the country.V. Growth in the number of women in the workforce: The number of women in the workforce has increased in recent years due to the improvement in the literacy rate and also the large number of jobs now available due to entry of foreigners. and private players in the Indian market.VI. Menu diversification: increased consumption of pizzas, hamburgers and other types of fast food. Challenges of the Fast Food Industry: a) Social and Cultural Implications..