Pizza Hut, Big Mac & Nirula's woo customers
As inflation impacts consumer spends, leading restaurant chains-are taking pre-emptive measures to avoid any decline in footfalls. Food stories by Vikram Doctor
By Purva Bhatia, ET Bureau |
NEW DELHI: As inflation impacts consumer spends, leading restaurant chains���Pizza Hut, McDonald���s and Nirula���s���are taking pre-emptive measures to avoid any decline in footfalls. They are doing this by way of makeover or strategy shift. Take the case of Nirula���s.
The chain has spent Rs 30 crore on a facelift and will now be offering low-priced meals to attract new customers. Pizza Hut is spending around Rs 50 crore to transform the brand with new look and improved menu. Similarly, McDonald���s, which has positioned itself as a mass brand, is now eyeing higher profits through premium offerings.
Pizza Hut has launched an ���enhanced dine-in��� concept in the casual dining segment for the first time in India.
���While we want to challenge ���up-market��� eateries through our ambience and hospitality,the variety and prices would attract middle-class families,��� says Pizza Hut marketing head Anup Jain.
The chain has spent Rs 30 crore on a facelift and will now be offering low-priced meals to attract new customers. Pizza Hut is spending around Rs 50 crore to transform the brand with new look and improved menu. Similarly, McDonald���s, which has positioned itself as a mass brand, is now eyeing higher profits through premium offerings.
Pizza Hut has launched an ���enhanced dine-in��� concept in the casual dining segment for the first time in India.
���While we want to challenge ���up-market��� eateries through our ambience and hospitality,the variety and prices would attract middle-class families,��� says Pizza Hut marketing head Anup Jain.
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Nirula���s, known for selling ���quality and variety��� targeting upper class and middle class, will add affordability in its menu. ���Middle class is already feeling the pinch because of inflation so we would not like to add to their burden,��� says Nirula���s senior VP Sudipta Sen Gupta. McDonald���s has now tweaked its strategy to improve profitability.
Whenever there have been high inflationary trends, people tend to shift their eating-out preferences from fine-dining to quick service restaurant format and McDonald���s is the leader in that segment, says McDonald���s India MD Vikram Bakshi.
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