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.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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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.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!For Exclusive Footage by Sunday Indian Click Here
Outlook Magazine's B School Ranking Scam Exposed
Don't trust the Indian Media!
IIPM ISBE Programmes
Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
Management guru Arindam Chaudhuri’s latest blockbuster book, Discover The Diamond In You
IIPM 3-year full-time Integrated (MBA BBA) Programme
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
B-schools expect higher rate of campus placements this year
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
IIPM Best B School – EVENTS
IIPM conceptualized the grand final of Dare ‘10 — the most prestigious of international B-school student quizzes
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Labels: IIPM, IIPM Admission Detail, IIPM Gurgaon, IIPM New Delhi, Prof. Arindam Chaudhuri
Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.
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