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The Quick Service Restaurant (QSR) market in India is mostly unorganised so it has a huge growth potential in the organised market. My diploma project aimed at understanding the QSR market, the present players, new entrants, consumer psyche, and potential opportunities for a QSR in India. In the second phase I worked on a QSR, “ADDICT- Juice Bar” and applied the insights gained from the design research on QSRs in first phase to recommend strategic design directions.
I interacted with target consumers, and tried to understand the positioning and its brand image. I consulted case studies of organised QSRs in Bengaluru. This led me to various formats of QSRs in India. With globalisation, people are moving towards organised QSRs that provide trust, hygiene, and good ambience. I examined the contextual adaptations of Indian and international QSRs. Research was done on Bengaluru’s popular Sagar chain of domestic QSRs. The research provided insights into the growth of QSRs and the practices adopted by international QSR chains and the reasons for their growing popularity. Through a consumer centric approach, solutions were oriented to the consumer experience and brand image. My strategic design direction was based on how differentiation of experience would help restaurants keeps their clients happy in the present competitive markets. |
