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Marketing 10 Aug 2017

How Kiosk Model is Turning Big in India

Vegetarian fast food constitutes of around 45% of the whole fast food market in India and is expected to grow at a CAGR of 18% by 2020.

By Nibedita Mohanta Feature Writer

Indian restaurant business is pushing its limits and is bravely trying new things, to enhance its reach to its customer base.

A report produced by Research and Markets say that Indian fast food market is expected to grow at a CAGR of 18% by 2020 due to changing consumer behavior and demography.

Fast food market in India is expected to be worth US$ 27.57 billion by 2020.

About 10% of the fast food market in India is organized. NOVONOUS estimates that the organized fast food market in India is expected to grow at a CAGR of 27% by 2020.

Vegetarian fast food constitutes of around 45% of the whole fast food market in India and is expected to grow at a CAGR of 18% by 2020.

According to the report, global fast food market was valued at over USD 539.63 billion in 2016, is expected to reach above USD 690.80 billion in 2022 and is anticipated to grow at a CAGR of slightly above 4.20% between 2017 and 2022.

Indian food and restaurant market has boldly adapted kiosk model, also known as ‘Grab and go’ model to match steps with the fast moving world.

Here are some points to back that ‘kiosk model is turning big in India’:

1. Overcoming Space Constraints:

India is home to close to 1.3 billion people, where the fight for space is always going to be the problem for living as well as setting up a business.

This kiosk model is great option for overcoming the space constraint, as it can be opened in small space. One needs a kitchen space to cook, and a counter.

2. Time Limitation:

People like to have their food in peace but the hectic life schedule has hardly left any time for having a meal peacefully. One can compromise with the comfort but not with the taste and nutrition.

The sole purpose of eating out or anywhere is the quality of food, one pays for. This is what makes the kiosk model easy to run and all they have to do is maintain the quality of food.

3. No Extra Investment:

The best part of kiosk model is there are no unnecessary investments other than paying the staff and things required for cooking. There is no extra investment involved for hiring more staff for serving and cleaning purpose, or interior decoration or sitting arrangements or valet parking.

The entire focus of the business narrows down to maintaining the quality of the food, being served to the customers.

4. Attracts More Crowd:

These kiosk models can be opened in shopping malls, amusement parks, theme parks, and multiplexes, where the crowd is always high. And eating in a restaurant is not every one’s cup of tea; these kiosks will let them have the luxury of having restaurant food, without feeling inferior or showing off.

It will further help in marketing the brand to broader audience, when they are exposed to the quality of food and variety of options than the regular ones.

5. Health and Hygiene:

The food served in this kiosk model is well maintained, keeping health and hygiene in mind. This factor will attract more crowds towards it. And more crowds mean more business.

These provide the improved version of food such as clean, hygienic and healthy snacks compared to the roadside eateries. Many highly renowned brands have adopted this method and have witnessed a relatively better growth in their business.

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