Considering the huge growth potential the domestic eating-out market offers, the global food retail chains entering India are tweaking their business models in order to suit the Indian taste. While names like McDonalds, Subway, Dominos and Pizza Hut are already being taught in various business schools as case studies offering a localised menu, established chains like Starbucks and Dunkin’ Donuts are the latest ones to join the list by following an ambitious localisation drive.
Aware of the sweet tooth that Indians have and the need for offering a localised menu for the Indian palette, Dunkin’ Donuts has rolled out doughnuts like coconut rasgulla, petal gulab jamun and motichoor laddoo rings. Similarly, the unheard of internationally, murg tikka panini, chatpata paratha wrap and tandoori paneer roll are the few localised items that Starbucks is adding to its offerings in India.
The eating-out market in India is presently estimated at INR 33,000 crore. The organised segment is worth INR 8,000 crore and is growing at a healthy rate of 20-25 per cent a year. Going local is the success recipe that global food retailers can ill-afford to ignore for a larger pie of the Indian market!