Synopsis Format

(Cover Page)

Introduction

India is a world’s second largest food producer and can be double the food production in next 10 year. A guide to food and beverage business would typically involve setting, opening and operating a fast food shop or bar or mini restaurant. These eating places popularizing every day round the globe. The fast food and beverage industry is one of the fastest growing sectors in India today. The total income generated by the food and beverages industry in the fourth quarter of 2008 amounted to R8387,3 million. This was an increase of 7.4% (R5760 million) compared with the fourth quarter of 2007. This sector really has a lot of responsibility towards the economy.

Amongst the fast food and beverage industry Pizza market is one of the upcoming sectors which are really showing the graph towards upwards. During the 90’s there is a trend of globalization and liberalization wherein Indian consumer was exposed to the western world and he was ready to experiment with cuisine. At this point of time pizza market of the country was in infancy. Though the market potential for this category was very high, only a few regional fast food restaurant supplied pizza’s to the consumer at local level. But at present the pizza market is in its growth period with lots of brand competiting at the national level to grab the sizeable chunk of this big cake.

The organised pizza market, which comprises MNC chains and big brands is worth Rs 700 crore (Rs 7 billion) and is growing at a rate of 30 per cent annually. Innovation and localizations are the key to growth in the pizza industry. "Pizza is being projected as a complete meal and in near future, it is going to redefine the whole dining experience. Pizza market is growing because of changing life styles and eating habits. Acceptance of Pizza as a meal is an emerging trend in recent years.

With aggressive communication strategy, restaurant chains have been able to increase the industry size by...