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"Yum brands" adds another chain in India with "Taco bell"

Created by : Purvi Ghosh, Marketing analyst, Percept Advertising  | 03 25 2010 06:12:46 +0000
Industry : Advertising/PR/MR/EventsFunctional Area : Branding(Sales & Marketing)
Keywords : india kfc fast foods pizza hut food chain taco bell fast food stalls yum brands yum! restaurants international
Activity:  2855 views;  last activity : 07 06 2010 20:18:09 +0000

Yum! Restaurants International (YRI), a subsidiary of Yum! Brands that owns the brands Pizza Hut and KFC, stopped by in Bangalore on the eve of the launch in India of Taco Bell, its restaurant chain serving Mexican-style food. And also the interesting thing here is that all the three KFC, Pizza hut and now the Taco bell have been launched in Bangalore as the population here is much more cosmopolitan than anywhere in India and now have expanded like anything in India in all the major cities.

LOUISVILLE, Ky. - Yum! Brands, Inc. (NYSE: YUM) announces the grand opening of the first Taco Bell in India by its international division, Yum! Restaurants International (YRI). Yum! is the leading restaurant company in India with its KFC and Pizza Hut brands. The introduction of the first Ta

But for these brands to be more successful they need to target the middle class population (the consumption class) and here the tier-2 and tier-3 cities are having the majority of such population compared to cities where only upper middle class and rich frequently visit these joints than others, India which still thrives on street food & the Darshini's and still people here struggle for one square meal a day. When the situation is like this. Can these Yum brands be successful in India?

  
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Indians strive for street food for three main reasons: Fast foods with spicy taste, Cheap rates and Fun with friends. Though, these food centres like KFC & Pizza hut are not so cheap like that of streetside foods, youngsters can have more variety and fun in these outlets as the ambience is great. Also, these days, financial power of an individual is increasing so that many are opting these brands. And a new kind of taste that one gets to experience which the youth prefers and remember India has more than 60% of its population below the age of 30 and most of them prefer these yum brands than anything else.
By Purvi Ghosh, Marketing analyst, Percept Advertising  03 25 2010 06:24:29 +0000
 
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Yes they will work as soon as they launch Chicken Tikka, Malai Paneer,  Chicken 65, Chilly Chiken flavors in TACOS.

They have done the same with pizza hut. However the pricing would be a big factor eating pizza with a coke etc still cost more than 250/- +taxes (Average) if you are having the pizza you like and not from the OFFERS. I can go for a good Buffet in a good hotel and eat as much as i can in the same price (even lower).

We love our spices and tastes. We would love to eat Tandoori Chicken in a exclusive MEDITERRANEAN/CHINESE RESTAURANT.

Best of luck to them.
By Ajay Bansal, Sales/BD Manager, Bennett, Coleman & Co. (The Times Of India Group)  | 04 15 2010 05:10:15 +0000
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Why not ? in a burgeoning population food of any nature will survive. With a thriving middle class and shortage of time, fast food business is here to stay as long as value for money and quality is guranteed. Yum has the right strategy in place.


By Jaygopal Raghavan, Marketing Manager, Landmark Group  | 04 01 2010 19:37:08 +0000
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Yes it can be successful as already they have  Pizza Hut & KFC in India  consumer taste here is not unknown to them it will take time for people to warm up to this new chain.One thing that should be kept in mind by the brand is to try to cater the mass market of India it will be helpful in penetrating the  market deeper.
By Wajid.Pathan , Enterprenuer (Designer /Developer/Supplier), 3D TECH Training and Consultancy  | 03 25 2010 09:58:24 +0000
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Taco Bell was already in the basket of YUM brands all over the world.. as for them being successful i am sure they already are.... the target market for them is not the Tier 3 cities it is still the 1 and 2 which gives them enough profitability to justify the point of entering India. The BP is same as that of Porsche coming into india or Merc coming to india.. when still the most selling brand is Maruti 800. coz if u sell 100 of maruti 800 and u sell 1 of Porsche u have made ur point. So over all YUM will make good in india.. specially with the limelight starved Youth of tier 1 and tier 2 cities working in BPO/Software Service companies and Collegiate ...


By Kunal Khullar, Corporate Development/Strategy Senior Manager, Reliance Globalcom Ltd  | 03 25 2010 09:39:42 +0000
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Yum brands have to struggle to gain its market till roadside fast food stall are there. They are cheap, spicy and fun. The environment an average middle class gets is not available in a restaurant. Moreover, with majority of the middle class holding nation, who cannot spent a huge amount of money just for the sake of eating, Yum brands can't capture the market so easily.
By James Masih, Product/Brand Manager, FedEx  | 03 25 2010 10:13:19 +0000
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