1.

Introduction:

The fast food is one of the world’s largest growing food types and is now more
global than ever with its consumption continues to increase in popularity. The
main reason behind its success is the multinational chains and their expertise in
product development, sourcing practices, quality standards, service levels and
standardized operating procedures in their restaurants.

2. Objective of the study:

Our major objective of this study is to have a sound understanding of

consumers’ perceptions and preferences for fast-food outlets and how they
differ across cultures/places. This understanding can be helpful in targeting
cultures/places to promote fast food and improve or amend their restaurants’
perceptions so that demand can be increased.
In summary, this research requires to investigate customer perceptions and
preferences and relevant multi-attribute criteria used for their decision.

3. Background of Yum foods:

In October 1997, Yum! Brands were spun off from PepsiCo as Tricon Global
Restaurants, Inc. At that moment Yum established a singular goal from which it
has never wavered: To be the best in the world at building great brands and
running great restaurants.
Yum! Brands, Inc., based in Louisville, Kentucky, is the world's largest
restaurant company in terms of system restaurants with more than 37,000
restaurants in over 110 countries and territories and more than 1 million
associates. Yum! is ranked #239 on the Fortune 500 List, with nearly $11
billion in revenue in 2009. Four of our restaurant brands – KFC, Pizza Hut,
Taco Bell and Long John Silver's – are the global leaders of the chicken, pizza,
Mexican-style food and quick-service seafood categories.

4.Indian scenario:

India has become lucrative market for multinational food companies. The US
based fast food chain has nearly 200 restaurants in India. And over the past 11
years YUM FOODS has become the largest and fastest growing restaurant
company in India. The yum food so plans to invest $100 million to $120 million
in Indiaores.The company said they plan to open 1000 restaurant employing
around 50,000 people by 2015.The company expects $100 million from India
by 2015.And the latest milestone spot lights India’s first KFC crushers flagship
store in store concept located in New Delhi and is the largest beverage in YRP’s
industry.Yum brands plan to launch its Taco Bell eateries in India to compete
with the street food.Yum has chosen India as one of the few markets where its
wants to expand and give the country’s love for food. In longer terms owned
stores and company owned outlets would be 80:20.
5. Market And Competition:
India's fast-food industry is growing by 40 percent a year. Pizza Hut has been
ranked as the #1 most trusted food-service brand in India in a consumer survey
in The Economic Times. Results for 2009 affirmed the company’s consistent
record of success with 13 percent Earnings Per Share (EPS) growth, which
marks the eighth straight year we delivered at least 13% growth and exceeded
our 10% EPS growth target.
Although yum foods has managed to establish its roots in India but it would not
be a cake walk to become the market leader in India as it faces tough
competition from its major counter parts, viz,MCDONALDS and DOMINOS
PIZZA.
6. Global Scenario:
YRI's demonstrated track record of growth and expansion of the KFC and Pizza
Hut brands around the world has been a large part of there success. They have
strong local teams around the world, with established supply chains and have
more than 700 international franchisees. Their franchise and joint-venture
partners are driving growth by opening approximately 90 percent of their new
international restaurants.
Their international business is one of the key factors that makes them truly
unique in the restaurant industry. For example, their KFC business in France
enjoys the highest unit volumes of any KFC business in the world. Yum!
Partnered with Rostik's, the country's number one fast food chicken chain, and
has converted over 100 into Rostik's/KFC co-branded restaurants.
7. Scope:

Yum foods has a vision to be the defining global company that Feeds the World
by building a famous recognition culture where everyone counts, making its
brands dynamic and vibrant everywhere, demonstrating that it is a company
with a huge heart and delivering results again and again. Future plans are to
grow worldwide system sales by 1% and strengthen the claim as the number
one retail developer of units outside the United States by opening over 1,400
new restaurants.

The company's future plans concentrate both on the increase of exports but,
most importantly, on the international expansion of its operations, mainly in
neighbouring countries, through strategic alliances and joint ventures with local
manufacturers.

This strategic move enforces the company as it expands its market and at the
same time helps improve the company's performance in various areas through
enhanced know-how, advanced production facilities and methods, and through
more thorough market research .

With unit growth, same store sales growth and high returns, it is winning
BIG in China and India the best is yet to come.
 SYNOPSIS OF

YUM FOODS
IN
FAST FOOD INDUSTRY

SUBMITTED BY:
NIKITA SARAIWALA(106)
PRIYANKA BHATIA(118)
NEHA NAGPAL(101)
NEHA AGGARWAL(99)
RACHIT KHANNA (124)
NAMAN GUPTA (95)