Competitor pricing report

QSR & Casual dining restaurantsMumbaiJune 2012

There is room for increasing prices & range of starters and desserts. Salads as a category needs some more thinking.

We tend to have less range in our prices compared to competitors with the exception of salads.

Dessert and starter entry pricing is comparable to the competitive set.• The range of dessert & starter pricing could be much broader – introducing some higher priced items

would be a great way to increase overall spend per transaction• Salads as a category is not comparable to competitor set. Most tend to have salads as a side dish or

intro, hence smaller portion sizes. However, even PE side dish salads are priced LOWER than competitors. We could increase prices of side salads

PE Exit pricePE Entry priceRange

Main course pricing range is broadly comparable, but entry and exit prices need to be lowered to be competitive

Entry pricing is higher than all competitors bar 49 grills. Exit price is also higher.

• Mains as a category has highest entry pricing in the competitive set

• The biggest entry gaps can be seen in pizza (meat) and pasta sections.

The range of pricing for mains category is on par, but entry prices should be lowered in order to be competitive.PE Exit price

PE Entry priceRange

Basket analysis shows us that including higher priced starters could contribute to overall spend

When just ordering main courses, we can see that our pricing per person and per group is driven up disproportionately compared to competitors indicating our pricing range of mains is too high

If each person in the group orders a starter, we are missing an opportunity to drive spend and you can see competitors driving more spend here.

However with the consumer trend of sharing we should assume only 2 starters per group of 4. In which case the baskets are very similar across the set..We should ensure our ‘sharing starters’ are accordingly priced – at a minimum should be double the price of one normal starter

Price tolerance - recommended

Assuming we want to be priced no more than 10% higher than CPK

If we add on 10% to CPK’s min and max prices, the tolerances are shown opposite

• We should reduce price of low range items: veg pizza (margherita), meat pizza (American/hot), and pasta (spaghetti aglio olio) to create comparable entry price for the main and pizza categories.

• We can increase price of top range products (Calabrese, top romanas and mainara) slightly.

• We can increase entry and exit prices of desserts and salads.

  Current minimum PE

Current maximum PE

Recommended minimum*

Recommended maximum*

Starters 150 280 198 589Mains 360 645 314 655Pizzas 360 645 314 655Pizza - veg 360 590 314 578Pizza - meat 485 645 402 655Pasta 445 545 347 534Desserts 180 275 198 418Salads 170 545 270 446

CPK Entry ExitStarters 180 535Mains 285 595Pizza 285 595Veggie pizza 285 525Meat pizza 365 595Pasta 315 485Dessert 180 380Salads 245 405

Recommended price is higher than our current pricing

Recommended price is lower than our current pricing

Appendix – competitor price data

Key competitor’s pricing range (INR)

PIZZAEXPRESS Entry product Entry price Exit product Exit price Range Average priceStarters Dough balls 150 Tomato pizza bread 280 130 215Mains Margherita 360 Calabrese 645 285 503Pizza Margherita 360 Calabrese 645 285 503Veggie pizza Margherita 360 Padana Romana 590 230 475Meat pizza American 485 Calabrese 645 160 565Seafood main  Nicoise salad 515 Marinara classic 600 85 558Pasta Spaghetti Aglio 445 Spaghetti frutti di mare 545 100 495Dessert Coppa Gelato 180 Gelato Glory 275 95 228Salads Rocket & gp salad 170 Pollo pancetta 545 375 358

CPK Entry product Entry price Exit product Exit price Range Average priceStarters Garlic cheese focaccia 180 Lettuce wraps chicken & shrimp 535 355 358Mains Traditional cheese pizza 285 Meat cravers pizza 595 310 440Pizza Traditional cheese 285 Meat cravers pizza 595 310 440Veggie pizza Traditional cheese 285 Five cheese pizza 525 240 405Meat pizza Spicy cayenne chicken 365 Meat cravers 595 230 480Seafood main Tuna sandwich 380 Ginger fish 545 165 463Pasta Asparagus & spinach 315 Thai linguine chicken & shrimp 485 170 400Dessert Fruit 180 Strawberry cheesecake 380 200 280Salads Ceasar salad 245 Tricolore 405 160 325

Key competitor’s pricing range (INR)

Little Italy Entry product Entry price Exit product Exit price Range Average priceStarters Garlic bread 125 Cheese fondue 595 470 360Mains Sardu pizza (tom/garlic) 285 Trio pasta 535 250 410Pizza Sardu pizza (tom/garlic) 285 Pizza melliano 525 240 405Veggie pizza Sardu pizza (tom/garlic) 285 Pizza melliano 525   405Meat pizza *no meat pizzas na   na na #DIV/0!Seafood main *No seafood na   na na #DIV/0!Pasta Pummarola (tom/basil) 380 Barbaresca (cheesey) 515 135 448Dessert Cream caramel 150 Chocolate bomb 305 155 228Salads Pomodoro 245 Insalata gladiatore 360   303

Pizza by the bay Entry product Entry Exit product Exit price Range Average priceStarters Garlic bread 120 Chicken nuggets 260 140 190Mains Plain cheese pizza 275 All American quad 615 340 445Pizza Plain cheese 275 All American quad 615 340 445Veggie pizza Plain cheese 275 Bombay veg spicy 540 265 408Meat pizza Hawaiian 310 All American quad 615 305 463Seafood main   na   na   #DIV/0!Pasta Gnocchi 340 Penne chicken 440 100 390Dessert Local delite 100 Banana delite 155 55 128Salads Garden salad 165 Chicken hawaiin salad 260 95 213

Key competitor’s pricing range (INR)

49 Grills Entry product Entry Exit product Exit price Range Average priceStarters Garlic bread 110 Chicken/mushroom crepes 395 285 253Mains Double cheese pizza 395 Fish florentine 795 400 595Pizza Double cheese 395 Exotic seafood pizza 725 330 560Veggie pizza Double cheese 395 Exotic veg pizza 445 50 420Meat pizza Chicken bbq 425 Exotic seafood pizza 725 300 575Seafood main Fish farfalle 695 Fish florentine 795 100 745Pasta Fusilli gratin 425 Prawn risotto 695 270 560Dessert         0  Salads beans & nuts salad 245 Prawn thousand island 395 150 320

Pizza Hut Entry product Entry Exit product Exit Range Average priceStarters Garlic bread 75 Chicken skewers 195 120 135Mains Spicy tomato pasta 119 Chicken supreme pizza 460 341 290Pizza Tuscana margehrita 210 Chicken supreme pizza 460 250 335Veggie pizza Tuscana margehrita 210 Veggie supreme 415 205 313Meat pizza Florence chicken pizza 265 Chicken supreme pizza 460 195 363Seafood main    0   0 0 0Pasta Spicy tomato pasta 119 Creamy spinach & mushroom 199 80 159Salads Garden salad 129 Caesar salad 149 20 139