 "Not only doughnuts: Dunkin Donuts' new menu to catch 'em young")
Catch them young is the strategy that fast food chains bank on. But for this, one needs more than one items. The US’ Dunkin Donuts is warming up to this realisation.
The chain has been a big success in India but doughnuts have not been able to drive volumes and profitability. So it is revamping its menu, and is gearing up to take on fast food majors such as KFC and McDonald’s, says a report in The Economic Times.
Targeted at young adults,the coffee and doughnut chain has now started offeringa new series of ‘destress food’ such asyam patties, bagel buns, mutton and corn burgers. It has even revamped its coffee range towards this end.
For the young urban Indian, food items once considered ‘foreign’ such as burgers, pizzas, bagels, wraps, etc., are de rigeur today, which is why quick service restaurants in India offer a wide variety of fast food items by tweaking their global menus to match local palates.
Earlier this year, Dunkin Donuts introduced its range of Dunkin burgers in India.The vegetarian range included Potato Hash Brown Burger at Rs 59, Spicy Veg Burger and Green Veg Burger at Rs 100 and Chef’s Special Veg Burger at Rs 129. For non-vegetarians, new flavours such as Pepper Chicken and Smoked Chicken have been introduced in burgers.
The non-vegetarian range starts with a Classic Chicken Burger at Rs 89, Smoked Chicken and Pepper Chicken Burger at Rs 125 and includes the ‘Heaven Can Wait’ Chicken Burger at Rs 170.
And Dunkin is not alone inin increasing its offerings. In October,Hardcastle Restaurants (HRPL), a master franchisee for McDonald’s Restaurants for India’s west and south regions,launched the ‘McCafe’ chain in India in order to tap into the specialty coffee market.
The objective behind this new offering, the company management said, is to tap the growing coffee culture among Indian consumers, thereby bringing incremental sales into its outlets.
Only last month, Burger King Worldwide, the second largest fast food hamburger chain in the world, formed a joint venture with private equity (PE) major Everstone Capital to enter India.
Although fast food had deeper roots in the Indian milieu, it was the international brands that proliferated fast with the market demand
Today, Domino’s has over 630 outlets across India. Other international brands that also have strong presence include Subway (390 outlets), McDonald’s (330), KFC (240) and Papa John’s (30).
According to India Food Services Report 2013, the food services market in the India which is currently valued at Rs 247,680 cr ($48 bn) is projected to grow at a Compound Annual Growth Rate (CAGR) of 11 percent over the next five years to reach Rs 408,040 cr ($ 78 bn). At the same time, the growth in the organised QSR segment in the country over the next five years would be much higher compared to any other formats - be it casual dining, fine dining, caf, etc.
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