Eating out. A New lifestyle for Indian consumer

With the tax rebate announced in the recent budget and more disposable income in people’s hand will definitely increase the propensity to spend. Eating out and tasting new cuisines will increase amongst the new Indian consumer especially in the age group between 20 and 45 years across metros and mini metros. It is this age group that is emerging fast and is always looking for newness in everything. What’s more interesting, in this category is that while there are traditional food eating joints on street corners but it is the new eating places both Indian and international brands that are emerging each day either at a multiplex or shopping mall in the form of food courts and standalone restaurants offer a wide spread of cuisines.

If you go to south mumbai people throng to this place called Khao Gully, which offers a wide range of eating choices, which is quite tasty but misses the value of a brand and to a large extent the hygiene aspect is questionable. To me these food courts have already been in existence in India over the last few years. Surprisingly these food courts contribute a substantial amount to the cash box of malls and multiplexes that make brisk business from food.

Changing trends in eating: With the organized retail growing and with the retail food market estimated around is 33billion dollars; more eating-places will emerge as the average Indian spends a substantial penny in eating outside. With boredom setting in with many Indian consumers the urge to eat out side has become a must every weekends if not every day. One of the other reasons to venture eating out is lack of time available in hand and it is easier to go out and have a good family outing during weekends. Today the Indian consumer whether its family or individuals seek huge value on dining., which the food courts offers them with great value deals and a great ambience to eat. For an young executive who is working in a BPO eating out saves time especially after long hours of work at the workplace.

What drives eating out? : Just like the 4ps of marketing the same principle works here also:

Price: Is it affordable? A consumer will typically look for best value deals especially when one goes out with large family. Do the place I plan visit accepts plastic currency. Enjoy now pay later has been the mantra of most Indian consumer, which has also influenced the consumers to go full hog when it comes to eating out.

Place: One looks at the proximity of the eating-place to save time. But that is not true today if I want a mouthwatering memorable meal I will still go that extra mile to relish it. Do the place offer a buffet? Is it convenient for me to park my car at that place.

Can I celebrate my kid’s birthday? Do the place offer special rates for parties. Can I get the right ambience for having a do at the place? Can it accommodate a large number of guests for any celebrations?

Product: Does the place have a large spread and dishes to offer? Will I get Italian, Mexican or Chinese? Will my taste buds come alive to have a great feast? If I go with my family will all of them get their choice of dishes? Do they give takeaways?

Promotion: Strong branding, merchandising, exciting offers and word of mouth communication will play a key role to generate good traffic and awareness about the place. Experiential marketing strategy will further augment in promoting the place as the customers need to feel the place with strong interface with the brand in terms of ambience and the product offerings to entice consumer with a unique experience

Tight Competition: The food joint brands market is buzzing with new aroma and cuisines. Today an enthusiastic foodie has got an extensive choice starting from pizza corners, multi cuisine, theme restaurants, Pubs, Discos to food courts in shopping malls. The huge invasion of food joints and restaurant has changed the lifestyle of the Indian consumer. The new age Indian consumer has become savvier when it comes to eating out. While he gets to know about the brand from advertisements and strong word of mouth communication but it is utter experience of the place that makes him faithful to the brand. Most of the foodie keep experimenting and trying new eating-places to match their taste pallet. Eating formats with new options both Indian and multinational brands are entering the crowded bandwagon of foods brands everyday. But to tempt the Indian customer these brands need to offer good and authentic food, multiple cuisines, value for money deals and a friendly atmosphere with an inviting ambience and unforgettable dining experience.

Branding, Positioning & Promotions: Strong Branding, Clever strategy and clear positioning helps most food and eating out joints stay in limelight. Like in the pizza category where most of them offer me too products a strong differentiation needs to be packed in to win the customer. In the case of Domino’s they called themselves as the Pizza delivery Experts. The brand has been using celebrities from Bollywood to promote their brand with a very catchy line Hungry Kya?. The brand has been strongly entrenched in the consumers mind as one of the pizza brands when it comes to having a pizza.

Similarly there are other brands that have occupied certain distinctive positioning slot based on their product offerings. For example in the case of the eating place Oh Calcutta in Mumbai it is very clear that the place offers authentic Bengali cuisine and therefore it is easy to position the brand for its authentic Bengal food. Likewise there is the brand Mainland China that is solely known for its authentic Chinese cuisine. Here again the core product offering positions the brand with ease for original Chinese delicacies.

We have also have many food courts which are opening at various malls which has everything to offer under one roof like a departmental stores when it comes to eating. Most of the food courts become familiar when the consumer goes shopping inside the multiplex or a mall. While the shopping gives a different buying experience it is lively engagement and the buzz around the food courts that entertains the customer after a very hectic shopping spree. Future Group’s Big Bazaar has launched a separate food court with the brand name SPOON. You will find this food court in some of the malls associated with Future Group. Over 20 different cuisines starting from Indian, Chinese, Italian, Mexican are made available .The food court has managed to brand each of its product offerings with interesting brand names that connects with the food or snack.