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  By Mondeep Baruah

Presentation of Retail Management

on

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About..

• Yum! was created on October 7, 1997

• Yum! Brands, Inc., based in Louisville, is thelargest city in the U.S. state of Kentucky.

• Yum! is the world's largest restaurant company in

terms of system restaurants with nearly 38,000restaurants in over 110 countries and territoriesand more than 1 million associates.

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About The Industry

Fast Food Industry 

Fast food restaurants represent one of the largest segments of the food

industry

With over 200,000 restaurants. Fast food restaurants, also known as quick service restaurants (QSRs)

Among the major fast food chain hamburger restaurants are 50% of the

market, while sandwich, pizza, chicken, snack shops are 10% each.

Customers consume 60% of food off-premises.

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Major players in fast food in India

Competitors

•McDonalds 132 outlets

•KFC 75 outlets•Pizza hut 147 outlets

•Dominos Pizza 274 outlets

•Café Coffee Day 1125 outlets

•Barista 200 outlets

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Types and categories of Merchandise KFC keeps:

Snakes: BurgersSandwiches

Finger foods

Wrap

Drinks: Cold drinks

Krushers

Coffee

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Means of retailing and e-tailing in KFC:

•  Dine-in

• Take Home

• Home Delivery (by phone)

•No e-tailing

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Segmenting KFC 

Geographic

Region- Calcutta, Delhi, Bangalore,

Hyderabad, Mumbai

City- Urban Areas, metros

• Demographic

Targeted on: upper- middle,

middle

families

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Location

• KFC has 75 restaurants in 13 cities in all over India

(Amritsar, Bangalore, Chandigarh, Chennai, Cochin, Delhi, Hyderabad,

Jalandhar, Kolkata, Lucknow, Ludhiana, Mumbai and Pune.)

Delhi and Bangalore are the cities with the highest number of KFC outlets: 18

and 15, respectively.

• Location of KFC: Busy Road

Market Places• Average size of the store:

2,000 – 2,500 sq ft.

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•Initially KFC targeted detached personality people,

offering only individual meals of international taste•Later they changed their target to families

•KFC to open 500 outlets in India by 2015

Stated by MD, Unnat Varma

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Customers’ Profile: 

•14 + age peoples (mostly between 20-35 ages)

• Couples

• Alone and also with families

• Behavior- polite, courteous and friendly

• Average number of customers per day - 250 to 300

Impression on store’s “culture”: 

Fun, Friendly and Familiarity

(Cleanliness, Hospitality, Accuracy, Maintenance, Product

Quality and Speed)

Revenue:

Average revenue per order is Rs.300

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Stock taking/Replenishment

Vegetables: Alternative Days (Mon, Wed, Fri)

Non Veg: Twise in a week (Mon, Thu)

The stock taking takes place normally in the

morning time before the store opens

Using Technology

Micros for taking orders and billing

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Types and categories of Merchandise Pizza Hut keeps:

• Starters

• Salads

• Pizza

• Pasta

• Beverages

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Means of retailing and e-tailing in Pizza Hut:

• Dine-in

• Carry Out

• Home Delivery (by phone)

• Kid’s Birthday Party(via e-tailing)

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Location and size

• Pizza Hut has 137 stores across India which covers 36 cities

• Location of Pizza Hut: Busy Road

Market Places

• Average size of the store:

2,500 – 4,000 sq ft.

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Customers’ Profile: 

•

All age groups (mostly age between 20-35)• Casual Dresses

• Alone and also with families

• Behavior- polite, courteous and friendly

• Number of customers per day- 250 to 300

Revenue:

Average revenue per order is Rs.300.

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  Atmosphere

• Hygiene: The restaurant have clean plates, pans, floor, dustbins, premises are

kept clean.

• Service Hospitality: The people at the restaurant make sure that the customers

are comfortable and are having a great time. They are polite,

courteous, friendly, and soft spoken.

• Layout: Pizza Hut appealing ambienceInteriors are well designed and maintained, with wash room and

waiting area.

posters, wall hanging, the color combinations used are quite

attracting and appealing.

• Pricing: The pricing suits most middle class customers with a lot of discountsand offers changing from time to time.

the menu is also designed keeping in mind the value and taste of the

Indian consumers and it offers a lot of Indian specialty toppings.

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Stock taking/Replenishment

Vegetables: Alternative Days (Mon, Wed, Fri)Non Veg: Weekly twise (Mon, Thu)

The stock taking takes place normally in the morning time before

the store opens

Using Technology

Brain Power for taking orders

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Yum! Brands = 30000 units ( KFC = 11981, PH = 11960 and others)

*In thousand

Yum! Brand Inc. Competition

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