Fast food chains across India are growing because of the rapid urbanisation. Despite the slow economic growth, the fast food chain owners are busy introducing new ideas and concepts in the menu by lowering the prices for restaurant and lure their customers.
Fast food chains have changed conventional from of Indians eating home-cooked meals and every family especially on weekend is found at fast food joints treating their belly. The growing working women population too has further augmented the crowd at these restaurants.
Chains of fast food, which once served customers belonging to high-income group has changed. Now consumers from low to middle income with adequate disposable income spend on fast food joints. The average age of the walk-in consumer has also changed at fast food joint. What used to average at 25-plus at fast food joint has extended to embrace people from 15 to 40 years of age.
Fast food chains were initially targeted to rich and upper class but, the ultimate trickle-down to the mass market has come as a natural development. Vehicles from scooter to big cars can be seen parked outside fast food chains demonstrating this fact but their spending patterns obviously vary. The middle and low income families with reduced disposable income to spend on restaurant do not with-holds when it comes to indulging their children at fast food chains.
Major rivals hampering the international Fast food chain giants are the multi cuisine restaurants. To compensate these, fast food chains owners have adapted their menu to cater to the Indian taste buds.
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