PREPARED BY:

SUBHAJIT PATTANAIK(19202051)

SHASWATI SOUMYA JENA(19202035)

SANTADEEP BARDHAN(19202033)

SONALI SUBHASMITA JENA(19202045)

GROUP-10 SECTION-A MBA-1

 ACKNOWLEDGEMENT

We extend our sincere gratitude towards our professor Prof. Joydeep Biswas for inspiring us
to do this project.
We would also like to thank all the Executives of various retail stores who provided us with
the insights of the business and various details regarding the stores, products, customers and
day-to-day challenges in running the business.
 TABLE OF CONTENTS

SL.NO TITLE

01. INTRODUCTION
02. ADDA
03. GREEN CHILLYZ
04. ZERO DEGREE
05. BREW BERRYS
06. WOW MOMOS
07. COMPARISON ACCORDING TO DIFFERENT PARAMETERS
08. OTHER RETAIL STORE- ALLEN SOLLY
09. COMPARISON WITH OTHER RETAIL STORE
10. CONCLUSION
 INTRODUCTION

The field of retail store operations concerns all the activities that keep a store to function
well each day. In the best-run stores, everything is carefully considered, planned, and executed.
Operations include many aspects, such as store design, display placement, customer service,
money & credit handling, staff management, inventory optimization, and dealing with the
entire supply chain that leads to products in the store. There are other significant factors
influencing food retailing in India, including demographic changes, consumer demand for
convenience and solutions, and cost pressure.
Therefore, retail operations can encompass everything about how a store operates each
day. If we think about it linearly, we can see examples of responsibilities. It starts with
choosing the proper location for the store and proper designing. Then how the store plans,
orders, and adjusts its product inventory. How the items should be priced and displayed in the
store, under what lighting, in what arrangement, and with what signs. How it should treat its
customers throughout the store experience, from entry to exit. How it should handle cash and
credit. How to handle returns and refunds. How it manages its staff and maintains its premises.
How it handles data about customers, products, sales, and revenue. All of this can fall under
the field of retail operations.
Here in this study we surveyed some of the food retail shops in Patia and Infocity region.
We collected data from them about their business like daily sales, footfall, average bill value.
We also tried to analyze how they use their store space and what type of advertising they are
using. Many of the stores catered to different segments of customer. They are different from
one another on their own rights, in the last; we compared their data with each other, and with
other retail stores to understand how they conduct their business.
 ADDA
4th Floor, SJ Complex, 3588, KIIT Road, Patia, Bhubaneswar, Odisha 751024

The ADDA is a Dine in which is located in KIIT Road,Patia, Bhubaneswar. It has 2-3 outlets
in Bhubaneswar which is mostly around 600-700 sq.ft on an average. The one which we have
taken is around 600 sq.ft. The ADDA Dine-in is company owned whose name is YellowLoof
Pvt. Ltd. It is a 110 seated restaurant with 50 workers working over there. They have kept the
prices of their dishes student pocket friendly especially because this outlet is situated near KIIT
University. This restaurant is having fancy lighting and a smoothing ambience where the
students can enjoy their time and chill out while having their food. The employees working
over there are generally given 15 days of training so that they can provide good quality of
service and value to their customers and convert them into loyal customers which are mostly
the students.

Type :Dine In- Company Owned

Company Name :YellowLoof Pvt. Ltd
Size :600 Sq. Ft.
No. Of Employees :50
No. Of Orders Daily :Approx. 100
Average Bill :Rs.700/-(per order)
Profit Margin :6-7%
Total Sales :Rs.2000000/- (Approx. monthly)
Sales/Sq.ft. :Rs.3333.33/-
Employee efficiency :Rs.40,000/employee(monthly)
Average footfall :115
Conversion rate :86.95%
 GREEN CHILLYZ
Infocity Ave, opp. CEB College, SishuVihar, Patia, Bhubaneswar, Odisha 751024

It is a company owned fast food center located in Infocity, Bhubaneswar. It has multiple outlets
in Bhubaneswar which is mostly 300 sq.ft in size. It mainly targets students and family
segment. It has a simple kitchen where 15 employees are working and each having a salary of
Rs.10,000/- per month. There is no process of training while hiring the employees. They are
targeting mostly the IT Employees and the students. So, there is a price range according to their
customer segment. Now, talking about their product line and width, they are having a product
line of 3(Indian, Chinese, Rolls) and each product line has a width of 10 different other
products/foods. Having a great demand, as the prices of the dishes over here are pocket friendly
so it is expected to have a great prospectus in future and it is likely to open more such stores in
different other locations.

Type :Fast Food Center-Company Owned

Size :300 Sq. Ft.
No. Of Employees :15
No. Of Orders Daily :Approx. 60 (About 15 online & 45 in-store)
Average Bill :Rs.300/-
Profit Margin :17-18%
Total Sales :Rs.540000/- (Approx. monthly)
Sales/Sq.ft. :Rs.1800/-(monthly)
Employee efficiency :Rs.36000/employee(monthly)
Average footfall :70
Conversion rate :85.7%
 ZERO DEGREE
Galaxia Garden, Infocity Ave, Patia, Bhubaneswar, Odisha 751024

Zero Degree is a company owned Ice Cream parlour situated in Infocity, Bhubaneswar. It is
having a store size of 280 sq.ft. It is focusing mainly on the youngsters between the age group
of 20-25. While deciding the prices of their Ice Creams, they take their competitor’s price as
the benchmark and now they also consider their COGS and other expenses. On an average they
are having a footfalls of 30-35/day. They are having 2 employees each getting an average salary
of Rs.10,000/-. Currently now this Ice Cream Parlour is not having so much profit and trying
it’s best to again earn profit. The ambience over there is quite good and nice air conditioning.
They are still trying their best to capture customer’s mind but the strong competition is the
biggest challenge.

Type :Ice Cream Parlour- Company Owned

Size :280 Sq. Ft.
No. Of Employees :2
No. Of Orders Daily :Approx. 35-40
Average Bill :Rs.100
Profit Margin :Not facing Profit right now
Total Sales :Rs.50000 (Approx. monthly)
Sales/Sq. ft. :Rs.178.57(monthly)
Employee efficiency :Rs.25000/employee(monthly)
Average footfall :40
Conversion rate :85.71%
 BREW BERRY’S
No.22, Infocity Ave, KIIT University Cite No.1, P.S.- New Capital, Patia, Bhubaneswar,
Odisha 751024

Brew Berry’s is a franchise owned cafe situated in Infocity, Bhubaneswar. It is having a store
size of 850 sq.ft. It mainly focuses on the youngsters between the age group of 20-35. It has a
pocket friendly items in it’s menu. On an average they are having footfalls of 80 per day. They
are having 8 employees each getting an average salary of Rs.10,000/-. As this café is situated
in Infocity so most of their customers are office employees. The Café is having fancy interiors
and a smoothing ambience where young office employees can have a good time after their
office hours.

Type :Cafe-Franchise Owned

Size :850 Sq. Ft.
No. Of Employees :8
No. Of Orders Daily :Approx. 80
Average Bill :Rs.200
Profit Margin :33%
Total Sales :Rs.500000/- (Approx. monthly)
Sales/Sq. ft. :Rs.588.23/-(monthly)
Employee efficiency :Rs.62500/employee(monthly)
Average footfall :95
Conversion rate :84.2%
 WOW MOMOS
KIIT Road, Aryapalli, Patia, Bhubaneswar, Odisha 751024

Both Wow Momos & Wow China are owned by Wow Momos Foods Private Limited and the
company is eyeing a turnover of ₹200 crores by the end of this fiscal. It has around 8-10 outlets
in Bhubaneswar. We have chosen an outlet which is situated near KIIT University. The retail
store mainly targets IT employees and students segment. The pricing of items in their menu is
quite affordable. Here the employees are selected and trained on the basis of operations & HR.
The size of store outlet is of 400 sq.ft. The different varieties of momos in their menu helps to
attract a lot of student customers.

Type :Company Owned

Size :400 Sq. Ft.
No. Of Employees :15
No. Of Orders Daily :Approx. 50-70
Average Bill :Rs.250
Profit Margin :29.02%
Total Sales :Rs.600000 (Approx. monthly)
Sales/Sq. ft. :Rs.1500(monthly)
Employee efficiency :Rs.40000/employee(monthly)
Average footfall :85
Conversion rate :82.35%
 COMPARISON
1.According to sales:
So, first we have taken the sales figure of ADDA which is Rs.20 lakhs approx. monthly. Now
by seeing this figure we can say that they are doing a very good business. It is because of their
proper business strategy. They have opened up their branch in KIIT Road near the college and
are providing a very good ambience with dine in facility and student pocket friendly prices of
the dishes. Secondly we have taken Green Chillyz which is doing a business of Rs.5,40,000
approx. monthly. It is a simple fast food centre on a road side. But still it is doing a good
business with such small space. Thirdly, we have taken Zero Degree Ice Cream parlour which
is doing a business of Rs.50,000 and comparing with others it can be said that this is not at all
doing a good business, rather it is also not facing profit. It is because this ice cream parlour is
situated in such an area where there are several competitors to compete with in the market. So
in this economic market of perfect competition, there are shortage of customers as well because
it is situated far away from any college/locality or Office area. Fourthly, we have taken Brew
Berry’s Café which is doing a sales of rupees 5 lakhs which is also good, not bad in this market
of competition. And at last we have taken Wow Momos in KIIT road which is doing a sales of
6 lakhs monthly which is also good. It is because of their service, value for money, ambience
and brand name. They provide good quality of food and that is why they charge so more. So,
we can see that among the 5 food centres that we have taken, ADDA is doing the highest sales
and Zero Degree the lowest.
2.Number of Orders:
Firstly in case of ADDA, the number of orders is approximately 100. Then in case of Green
Chillyz the number of orders per day is around 60(about 15 online & 45 in-store). Next in the
case of Zero Degree the number of orders is approximately 35-40. The number of orders per
day in Brew Berrys is around 80. Atlast the number of orders in Wow Momos is approximately
50-70 per day. So, on an average ADDA has the most number of orders each day and Zero
Degree has the order.

Number of Orders
88

86

84

82

80
ADDA Green Chillyz Zero Degree Brew Berrys Wow Momos

3.Profit Margin:
In case of ADDA the profit margin is 6-7%. Secondly in case of Green Chillyz the profit margin
is 17-18%. Next the profit margin of Zero Degree was not disclosed because the ice parlour
was not making much of profit. Next in case of Brew Berrys, the profit margin is 33%. Next
for the Wow Momos the profit margin is 29.02%.

4.Sales/Sq.Ft:
In case of ADDA the sales/sq.ft is Rs.3333.33/-. Next for Green Chillyz the sales/sq.ft is
Rs.1800/- monthly. The sales/sq.ft for Zero Degree is Rs.178.57/- monthly. For Brew Berrys
the sales/sq.ft is Rs.588.23/- monthly. Next for Wow Momos the sales/sq.ft is Rs.1500/-. So,
here the highest Sales/sq.ft per month is for ADDA and least is for Zero Degree.

Sales/Sq.Ft(in Rupees)
88

86

84

82

80
ADDA Green Chillyz Zero Degree Brew Berrys Wow Momos
5.Employee Efficiency:
The employee efficiency for ADDA is Rs.40000/employee. Next for Green Chillyz the
employee efficiency is Rs.36000/employee. For Zero Degree the employee efficiency is
Rs.25000/employee. For Brew Berrys it is Rs.62500/employee. At last the employee efficiency
per month for Wow Momos is Rs.40000/employee. The highest employee efficiency is for the
Brew Berrys and lowest is for Zero Degree.

Employee Efficiency(in Rupees)

88
87
86
85
84
83
82
81
80
ADDA Green Chillyz Zero Degree Brew Berrys Wow Momos

6.Conversion Rate:
The conversion rate in case of ADDA is 86.95%. Next for Green Chillyz the conversion rate
is 85.7%. For Zero Degree the conversion rate is 85.71%. The conversion rate for Brew Berrys
is 84.2% and atlast for Wow Momos it is 82.35%. Here the highest conversion rate is for ADDA
and the lowest is for Wow Momos.

Conversion Rate(in %)
88
87
86
85
84
83
82
81
80
ADDA Green Chillyz Zero Degree Brew Berrys Wow Momos
 OTHER RETAIL STORE

ALLEN SOLLY
Kannan Vihar, Phase 2, Patia, Bhubaneswar

Allen Solly is one of the famous names in the Indian youth. One of their franchise outlet is in
Patia. Allen Solly is famous for it’s informal but yet classy products among the young.

Type :Franchise Owned

Size :1800 Sq. Ft.
No. Of Employees :5
No. Of Orders Daily :Approx. 10-15
Average Bill :Rs.1350/-
Profit Margin :35%
Total Sales :Rs.600000/- (Approx. monthly)
Sales/Sq. ft. :Rs.333.33/-(monthly)
Employee efficiency :Rs.120000/employee(monthly)
Average footfall :30
Conversion rate :69.23%
 COMPARISON OF FOOD RETAIL STORE WITH
OTHER RETAIL STORE

Here we are going to compare the food stores with apparel store, which is Allen Solly store in
Patia. Allen Solly store has relatively higher average bill value than food stores because average
price of the product are high. As they need small number but trained employees, they are having
high sales per employee ratio i.e; Rs120000/employee. Apparel store is using the free flow
design or the loop design. Therefore apparel store needs less space than food that is why the
sales per square value is lower than food stores. Therefore, they need smaller space with respect
to their sale amount and food stores. That is why these apparel stores have less sales per square
feet value. Here conversion rate is extremely low with respect to food stores. Because
customers buy these products much less frequently. The average footfall is also less as
compared to food stores. Most of the footfalls are because customers are coming to get the feel
of the product and try the product then go and buy online. Therefore, the product return rate is
also lower. Customers are spending more time with the product before buying the product. The
total sales made by the apparel store is quite similar to the compared food stores but here the
employee efficiency is high.
 CONCLUSION
This project on retail management made us understand many new things, the current scenario
of the food industry in the market. First, when we went to collect the data we found very
interesting facts about all the data that we have collected. All the food centres or restaurants
were doing their business in a perfect competition market where the main target is to be unique
among the other competitors, bring some unique pricing strategies by which it becomes pocket
friendly for the targeted customers and to maintain the customer trust, loyalty towards them
and brand image. All the 5 food centres which we have taken into consideration of
Bhubaneswar are more or less nearby and each of the food segments have their competitors in
their market. As it is an area of colleges and offices, so there are maximum chances of
approaching the customers and be unique in their positioning strategy. So, to be unique they
have to be unique in their prices which are pocket friendly so that it can attract more youngsters
and more will be the conversion rate, more will be their revenue at the end of the day or month.
Now here uniqueness is also defined by the ambience of that restaurant, sitting space where the
customers can chill and hangout and enjoy their quality time. While doing this project on retail
management, taking the food industry into consideration, one thing we have realised as visitor
that the first thing that attracts the customer is the board or name plate of that restaurant and
then the ambience. So it has to be unique, so that the customer gets attracted and decides to
have food over there. The next thing that has to be unique is the Customer Relationship
Management. Because at the end of the day, the behaviour towards the customer also matters
a lot. Now after satisfying the customers with the ambience, proper air conditioning and CRM,
now it is the time to have a variety in product length and width. Then there will be more options
for the customer to order from the menu. It helps in purchasing power of the customer. After
ordering the food another and the most important thing is to provide the best quality and
quantity of food with the perfect pricing strategy. Thus, then the customer will visit again. Thus
this also increases the footfalls of that specific food centre or restaurant. This will affect the
conversion rate and ultimately it will increase the sales and revenue for that food centre. So
these are all the key points that has been discussed over here how to be unique in this perfect
competitive market. It all depends upon from merchandising to CRM, product line and width
and last but not the list is quality control management. Now, among the five food centres that
has been discussed and analysed within this project, some of them have implemented this idea,
some have not. By seeing the sales figure and their profit margin, it is very clear that ADDA is
doing the best job in terms of merchandising, ambience, technology inside, CRM, food length
and width and pricing. Then comes Wow Momos who are doing and using the best of their
brand name and food quality which is helping to beat the other competitors and maintain the
customer loyalty. That is why they also charge for their patent which is already included in
their food pricing. Followed by Brew Berry’s which is a café as discussed earlier and also doing
a quite good job. They have well differentiated their business in terms of ambience and
technology with the facility of playing video games inside and chilling. Keeping a glass door
at the entrance level is also a part of their merchandising. Zero Degree ice cream parlour have
failed in implementing all these things thus it is currently running in loss. Thus by this project
we can conclude the fact that there is a very big difference between providing service and
providing value. The first one can increase footfalls but the second one can increase conversion
rate.