Let me start with a story, I just came across. A guy, walking down a busy street of Mumbai with a Vada
Pav in hand, passed near a Mc Donald’s outlet. It struck him that the Vada Pav he was munching had lots
similar to the glitzy burger sold at Mc D’s.
Both were fast food, could be eaten on the move, technically similar as both had a filling between a bun or a pav. Moreover our Vada pav does not require any condiments and can be eaten even while you are in a hurry to catch a bus or sitting in a rick. This meant, selling Vada pav does not require a huge investment to set up a glossy restaurant, in fact not even as much as the udipi eateries selling Idli and Dosa. Hence Vada pav was the comprehensive winner, and hence came into existence “Goli Vada Pav”.
The guy I was talking about is none other than
S.Venkatesh, the founder of Goli Vada Pav.
QSR’s are clearly the new trend in restaurant businesses. And why not? Sky rocketing LPG Prices,
expensive over heads and the rising prices of raw materials are pushing menus of fine dine restaurants
beyond the reach of middle class Indians. QSRs have garnered their own place in the F&B industry, as a
lot of Indian as well as established foreign brands have fallen for franchising and thereafter they have
been spreading their footprints in different parts of the country.Both were fast food, could be eaten on the move, technically similar as both had a filling between a bun or a pav. Moreover our Vada pav does not require any condiments and can be eaten even while you are in a hurry to catch a bus or sitting in a rick. This meant, selling Vada pav does not require a huge investment to set up a glossy restaurant, in fact not even as much as the udipi eateries selling Idli and Dosa. Hence Vada pav was the comprehensive winner, and hence came into existence “Goli Vada Pav”.
Within a short span of time, the F&B
industry has taken a 360 degree turn and the QSR format started attracting big investments.
But how do small eateries like these ensure quality and uniformity in their menus? Its all about effective
use of technology. Though its all about Quick Food, but not about Quick planning. Planning has to be
effective to the extent that the owners are able to gauge the future scenario. Software’s such as “Future
World” by compel consultancy are available in market today that sense the future sales pattern with
such accuracy that you can order your raw material completely based on these results. This helps in
minimizing pilferage and spoilage.
Moreover many eateries have come out with concepts of Commissary and Centralised kitchens which
helps them maintain same taste across kitchens.
The QSR’s target areas with high footfalls. Hence most of them can be seen at Malls, cinemas, highways
and transit locations like airports and railway stations where people are in rush.
They understand how to earn the brownie points through marketing. By way of TV, Print, Internet or
the most popular medium of Social Media, these QSR brands have publicized themselves everywhere
with a clear message targeted at an infallible Target Group (TG) that is the youth and families.
Supposedly these target segments never run out of their appetite for quick tasty meals offered in a
jazzy ambience by cheerful staff – all within budget.
CCD has heavily publicized itself and flaunts an
international look – something it took care of from its very beginning. It has constantly innovated and
updated itself on the latest market trends and consumer preferences.
Finally, the best part of the QSR’s is that they have a large variety of food for all generations. Hence you
don’t need to think twice before taking your family out to dine.
Long live this revolution called QSR which is giving our street food the new respect.
About the author Rachna Iyer is Manager- Corporate Communication at Compel Consultancy. The company is specialized into software for hospitality industry. She can be contacted at rachnaiyer@compelconsultancy.com
About the author Rachna Iyer is Manager- Corporate Communication at Compel Consultancy. The company is specialized into software for hospitality industry. She can be contacted at rachnaiyer@compelconsultancy.com