Quick service restaurants: future in india

Quick Service Restaurants are a key segment of the organized Indian Food Services market and have expanded rapidly over the years. This is because the young population of India(356 million as per a UN Report, Nov 2014) is brand conscious and these fast food chains provide quality food at affordable prices. They have become an aspiration for the rural masses as with the penetration of mobile phones and internet, even they are aware about international brands and cuisines and are a regular hangout place for the urban lot. The present paper focuses on the factors that will trigger growth in this segment, challenges that the businesses in this trade will have to overcome, the level of competition and the kind of investments being made, etc. All these factors would help in understanding the Quick Service Restaurants segment in a refined manner and provide insight in framing a winning strategy for the players in this sector.