IIPM makes business education truly global: Indian entrepreneurs still seem to be laggards when it comes to create a pan-India standalone restaurant brand.

But, is there a trick that could work for them?

Jiggs Kalra
Gourment Hall of Fame, The International Food & Beverage Forum

India is a country where on an average consumers spend about 51% of their total personal expenditure on eating out, but still we can see only a few standalone restaurant brands creating the real buzz. So, why can’t we create a brand like McDonald’s in India? There’s no answer to this question as there are actually very few who have tried to create a standalone restaurant chain across the country. I have consulted and worked with about 68 restaurant brands across the globe and that makes me say that in India no entrepreneur has ever thought of creating a standalone brand in the restaurant industry. Either it was a part of their brand extension strategy or they looked it as a short way to make money.

Walking with chefs and restaurant-owners across the globe I have realised that most of the Indian entrepreneurs fail to have an in-depth understanding of the target audience. Like in any other business, marketing in the restaurant industry too has to be targeted on the right audience. You might be a great chef like Sanjeev Kapoor, but if you are launching a brand you have to be very clear on whom are you targeting it. For instance, McDonald’s targets family. In fact, when I was working with Oberoi Group of Hotels, I made sure that their restaurants precisely targeted the global leisure tourist.

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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