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Presented by: DEEPIKA VANDANA KIRANDEEP KAUR

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Fast food: Foods designed for ready availability, use or consumption and sold at eating establishments for quick availability or take-out.

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Indian Fast Food IndustryFast food is one of the world’s

largest growing food type. India’s fast food industry is growing by 45% a year

It is reached to nearly US$ 8 Billion in 2010 .

Foreign Investment holds about one-fourth of total investment made in this sector.

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HISTORY

It was started by Retired. Col. Anant Bir Singh along with his wife Harinder Mohini in 1979.

Later the business was joined by his sons, Mohan Bir, Aman Bir and Raj Bir along with their wives, Bandana Singh, Nupur Singh and Deepika Singh respectively.

As for the work force some employees have been with the group for over two decades.

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Hot millions is now expanding its family by building up a franchises network.

There are already 4 franchises,1 in Mohali,1 in sec 35 chd,1 in Ludhiana & 1 in Dharmpur(H.P).

The hot millions group has taken over the management of 3 star hotel called hotel north park in Panchkula & hotel AB’s in Chandigarh

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Another addition to the group is there restaurant in Panchkula called the Cellar which is a lounge bar & a fine dinning multi cuisine restaurant & bar.

A super specialty Indian restaurant called AB’s was opened at Madhya Marg, in sec 26 in Chandigarh.

Hot millions has recently tied up for a joint venture with a company in the United States called Earthen Grill Inc. to provide its culinary & management expertise in U.S.

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Started a new outlet called ‘RAAZ’ in Newport with a vision & mission to maintain the highest level of culinary & hospitality excellence.

One restaurant in Gaithersburg is already operational .

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Company overview

1. The typical fast food restaurant which serves for youngsters as well as family’s.

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2) Outdoor catering

3) Banquets

4) Catering & management institute

5) Outlets

6) Franchises

7) Hotels

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4 P’s of M

arketing Mix

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Product

Price

Place

Promotion

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PRODUCT

  Vegetarian Menu  PizzasBurgers Sandwiches FootlongsSizzler

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Non-Vegetarian Menu»Pizzas»Burgers»Sandwiches»Footlongs»Sizzler

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Kathi Kababs  

Hot Dogs  

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Chinese 

 South Indian  

Roti/Naan/Parantha  

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Tandoori & Mughlai  Salad  Meals  Combo Meals  Bakery  Beverages  Ice Creams

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SERVICES OFFERED

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1) Out Door Catering:At Hot Millions Out Door Catering, chefs use an artist's sense of texture, depth

and colour to create a delicious menu for the guests.

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2)Banquets: Hot Million's North Park Resort a Three Star Hotel and the Chandigarh

Golf Association (CGA )Clubhouse, Banquet Hall and Lawns.

Its capacity in Indoor ( Air Conditioned ) is of 300 people Outdoor Banquet (Capacity of 1000 people).

Sangeets, Receptions, Weddings, Kitty Parties, Birthday Parties, Corporate Get Togethers, Product Launches, whatever the occasion they have a suitable venue .

Serving a wide variety of cuisines including Thai, Continental, Italian, Persian, Mexican, Indian, an array of oriental cuisines and of course Chinese.

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3)CATERING & MANAGEMENT INSTITUTE

Vision"To ensure Human Resource Development by providing quality education and training to build and strengthen company culture, business capability, leadership and service excellence."

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PLACE

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1)Outlets

Quick Service Family Restaurants• Hot Millions 1• Hot Millions 2• Hot Millions Sector 35• Hot Millions Mohali• Hot Millions Panchkula• Hot Millions Dharampur• Hot Millions Kurukshetra• Hot Millions NH-1 Ambala• Hot Millions Karnal• Hot Millions Pinjore

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Full Service Restaurants & Bars• Hot Millions Salad Bar & Re

staurant• The Cellar, Sector 35, Chan

digarh• Hot Millions "Down Under" a

t Chandigarh• Hotmillions, The Cellar,

Ambala• Hotmillions, The Cellar,

Karnal• Hot Millions at CGA, Chandi

garh• Hot Millions "Ab'S"• Hot Millions "Rendezvous"• Hot Millions Ambala• Hot Millions Pinjore

 

Hotels• Hot Millions North Park 

• Riviera Restaurant• Hideout Bar• Mexico City Bar

• Hotel AB's

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2) HOTELS Hotel Ab’s provides rooms with luxurious ambience that

have been designed to International Standards. Situated on the outskirts of the city, at the foothills of the Himalayas , Hotel

North Park offers all luxurious modern comforts with exquisite food.

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3)Franchisees: HM Ludhiana HM Jalhandar HM 35 "The Cellar" Bar & Restaurant Hot Millions 35 Family Restaurant HM Mohali The Celler Restaurant & Bar Hot Millions "The Cellar" at Ambala (NH1) In 2004 another addition to the Hot Millions chain was made in the

picturesque state of Himachal Pradesh close to the town of Dharampur on the way to Shimla, called Hot Millions Dharampur aptly.

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PRICE POSITIONING

High pricing strategy

Bundle pricing is used.

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Promotion

Home delivery

Through events :

Fashion Show featuring Jesse Randhawa, Koena Mitra, Katrina Kaif, etc. at HM North Park.

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S T P

The market consists of :For Children.For Youngsters.As a Family Restaurant.The Geographical Area would be inside the city The Fast Food Chain mainly targets the market as

a premium Restaurant for Youngsters.. This would include both the Children and the Family as a whole.

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Positioning

Ambience suited for premium customers.

Located in the major points of the city.

Position themselves as high end fast food restaurant.

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Competition

Dominated by McDonalds having 1 outlet.

Domino’s pizza is present in around 4 locations.

Pizza hut is established in 2 locations

Subways have established around 2 outlets

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Competitors

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ANALYSIS & CONCLUSION

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Frequency of visit

MORE THAN 3 TIMES

12% UPTO 3 TIMES

2%

ONCE60%

HARDLY EVER26%

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Age group

UNDER 1614%

16-3464%

35-5418%

55 OVER4%

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Value for money

GOOD VAULE

35%

REA-SON-ABLE40%

EXPENSIVE25%

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Variety of foods

EXCELENCE:14%

GOOD:58%

FAIR:28%

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With whom people visit

FAMILY43%

FRIENDS54%

NONE2%

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Restaurant environment & serviceQUEUE FOR LONG TIME

8%

CLEANNESS20%

CUTLERY IS CLEAN

20%PORTION SIZE15%

HELPFUL STAFF12%

GENERAL SERVICE

14%

FIND SEAT12%

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PSYCHOLOGICAL

PROFILE

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Motivation

FriendsStatus Service

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Perception

Customers expect it to be an ambient, hygienic and a little sophisticated brand that respects their values.

The customer’s expect the brand to enhance their self-image.

Best location

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Attitude

As it targets the premium customers, people have the attitude that service is good.

Food tastes well.

Out of 50 people, 60% people said that they visit HM once a week.

So they don’t want to shift to other brand completely.

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Personality

Brand personality= self image

People matches their own personality with Hot Millions and those who found out that it matches them well, would like to stick to it.

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Post purchase behavior

According to the data received we conclude that customers found that they have good value for the money & have good variety of food so they visit Hot Millions at least once a week.

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Conclusion

Thus the HOT MILLIONS is all about concentrating on a premium group of customers.

Satisfying them.

Providing them with the best facilities.

And then competing with the foreign players.

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Suggestion

Attend the customers

Improve the service

Expansion in variety

Quality improvement

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PERSONAL REVIEW Ambience is good

Staff is rude

Management is not co-operative

Late service

Fair taste

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ANY QUERIES?????