Pizza Hut Satisfaction Level

A study of Customer Satisfaction Level of Pizza Hut in Ahmedabad

Introduction • This study is primarily intended to oversee and evaluate the customer satisfaction level of Pizza Hut as a brand of new generation food item viz. “Pizza” in Ahmedabad. • The people of this city have been known for their taste for foods. • "Food is the nucleus of all activities in Amdavad and Amdavadis eat and serve to their heart’s content“. • Culture and cuisine are two highlights of the city of Ahmedabad.

• Food is so large a preoccupation that places in New Ahmedabad are actually known by the restaurants located in the area. • Eating out is the most popular form of entertainment and has been en vogue since times immemorial. • In the past, Manek Chowk was the prime area for eating out. • In the past there was no concept of restaurants and street fare was the order of the day. Then slowly the restaurant concept settled in. • Among the famous eating out places in Ahmedabad are Chandravilas, Chetna, Khau Gali, Vishala, Agashiye, etc.

Indian Food Industry  India is the world's second largest producer of food next to China.  The total food production in India is likely to double in the next ten years and there is an opportunity for large investments in food and food processing technologies, skills and equipment.  India is one of the world’s major food producers but accounts for less than 1.5 per cent of international food trade.  The Indian food industries sales turnover is Rs. 1,40,000 crore annually as at the start of year 2000.

Indian Food Processing Industry  The Ministry of Food Processing estimates the size of the Food Processing Industry at Rs. 3150bn (US$70bn), including Rs. 990bn (US$22bn) of value added products.  The Food Processing Industry is estimated to grow at 912%, on the basis of an estimated GDP growth rate of 68%, during the tenth plan period.  The industry employs 1.6mn workers directly.  The total size of the Indian snack food market is at an estimated over 4,00,000 tons in volume terms and Rs. 100bn in value terms and is growing at over 10% for the last three years (2000-2003).

History of Pizza  Pizza is a baked pie of Italian origin consisting of a shallow bread-like crust covered with seasoned tomato sauce, cheese, and often other toppings such as sausage or olive.  The common belief is that Italians invented the pizza; however the origins go back to the ancient times.  it is known the Babylonians, Israelites, Egyptians and other ancient Middle Eastern cultures were eating flat, un-leaven bread that had been cooked in mud ovens.  it is known that ancient Mediterranean people such as the Greeks, Romans and Egyptians were eating the bread, topped seasoned with olive oil and native spices.

 It's fairly well established that the first pizza as we know it today was created by a man named Raffaele Esposito from Naples, Italy in 1889 for Umberto I, King of Italy, and his wife, Queen Margherita di Savoia.  The king and Queen liked the pizza so much that word quickly reached the masses.  As the years passed and the turn of the century came about, Italian immigrants brought this recipe with them to America.

Fast Food Facts  Did you know there are nearly 3,000 fast food restaurants in Ahmedabad?  Fast food is popular because, they are convenient, predictable and fast.  Fast food has become a part of the busy human lifestyle.  But, nutrition experts point out; fast food is often high in calories, sodium, fat and cholesterol.

Pizza Hut - History  1958: The legacy of Pizza Hut began, when two college-aged brothers from Whichita, Kansas, Frank and Dan Carney opens first Pizza Hut restaurant after borrowing $600 from their mother.  1959: Pizza Hut is incorporated in Kansas and the first franchise unit opens in Topeka, Kansas.  1968: International market entered with opening of Pizza Hut restaurant in Canada.

 1969:Red roof restaurants.

adopted

for

 1972:Pizza Hut, Inc. listed on New York Stock Exchange under the symbol PIZ.  1977:Pizza Hut, Inc. stockholders overwhelmingly approve merger with PepsiCo, Inc. for an undisclosed sum.  1986:Delivery service, as a new concept, is initiated.

 1996:Pizza hut comes to India with a dine in restaurant Banglore that has special vegetarian pizzas.  1997:Pizza hut opens a dine-in restaurant in Delhi.  1999:Pizza Hut opens its first pure veg. restaurant in Ahmedabad at Navarangpura.  2005:Second branch opens in Ahmedabad at S.G. highway.

SWOT Analysis • Strngths:  Good Quality Food (Hygiene)  Brand Name  Food worth its Price  Good Service • Weaknesses:  Parking Facilities  Advertisings are very less  Fewer Outlets  No Social Welfare

• Opportunities:  More outlets should be open.  Sitting Area should be broader.  Environment should be more attractive.  Attractive offers should be introduced. • Threats:  Competitors like US Pizza, Dominos, etc.  Local restaurants like Honest, Havmor, Choice, etc.  Instant Fast Food Packets.  Housewives are interested in making Pizzas & other Fast Food at home.

Marketing Aspects:  Pizza Hut laid more emphasis on its “restaurant dining experience”.  Pizza Hut localizes it menu to capture local Indian Market.  In 2000 Pizza Hut launched its innovative Pizza Pooch menu and Pizza Pooch Birthday Party package exclusively for kids in the 6-10 age groups.  It positioned itself as family restaurant and also concentrated on wooing kids.

Research Methodology A. Study Objective: To study and analyze the customer satisfaction level of Pizza Hut in Ahmedabad. D. Type of Research: Descriptive G.Research Approach: Survey J. Research Instrument: Questionnaire M.Sampling Unit: Customers of Pizza Hut in Ahmedabad.

A. D.

Sample Size: 100 Peoples Sampling Procedure: Stratified Random Sample

G. Contact Method: Personal Interview J.

Limitations:  Sometime respondents refuse to cooperate and it may possible that they give biased and dishonest answers.  Marketing Research takes time and money.  It may possible that personality and caliber of two researchers are different and thus their findings could also vary.

Analysis of the Survey 1. How many times you go outside for eating food?

1. Once in a Month 2. Twice in a Month 3. Once in a Week 4. Twice in a Week 5. Other

19% 21% 33% 16% 11%

Once in a Month Twice in a Month Once in a Week Twice in a Week Other

2. Which Places you regularly visits for eating food?

1. Hotels & Restaurants 2. Fast food junctions

59% 35%

Fast Food Junctions

3. Local Dhabas & Food Vendors

6%

Local Dhabas & Food Vendors

Hotels & Restaurants

3. How Many time you come at pizza hut?

1. First Time 2. Once in a month 3. Twice in a month 4. Once in a Week 5. Twice in a Week 6. Other

14% 39% 16% 0% 0% 31%

First Visit Once in a Month Twice in a Month Once in a Week Twice in a Week Other

4. Are you satisfied with the parking facility at pizza hut?

1. Yes

80% Yes

2. No

20%

No

5. Are you satisfied with the response time of pizza hut people?

1. Yes 2. No

96% 4%

Yes No

6. Which type of pizzas you are regularly eating at pizza hut? A.

1. Pan 2. Freshizza 3. Both

47% 21% 32%

Pan Freshizza Both

6 B.

1. Veg. 87% 2. Non – Veg. 6% 3. Both 7%

Veg Non-Veg Both

7. Have you ordered for Appetizers & Beverages?

1. Yes 2. No

63% 37%

Yes No

8. Are you satisfied with the taste, quality & quantity of the food served at pizza hut?

1. Yes 2. No

97% 3%

Yes No

9. How do you find the price of the food at pizza hut?

1. Low 2. Perfact 3. High 4. Very High

0% 28% 52% 20%

Low Perfact High Very High

10. Do you like the dining room decoration & table setting at pizza hut?

1. Yes 2. No

89% 11%

Yes No

11. What do you say about the cleanliness of dining room, dining table, wash room etc. of the pizza hut?

1. Very Good 2. Good 3. Poor 4. Very Poor

28% 71% 1% 0%

Very Good Good Poor Very poor

12. Have you ever used the home delivery or take away services of pizza hut?

1. Yes 2. No

47% 53%

Yes No

13. Do you like the packaging of the order by pizza hut?

1. Yes 2. No

96% 4%

Yes No

14. Are you satisfied with the home delivery & take away services of Pizza Hut?

1. Yes 2. No

100% 0%

Yes No

16. Would you like to come again at pizza hut?

1. Yes 2. No

91% 9%

Yes No

17. Stars given by the questionnairee for the following items: Ranks/Marks 1/2 2/4 3/6 4/8 5/10 Obtained Marks / Total Marks Particulars Services 0 2 40 39 19 7.5/10 Given Quality of 0 food served Environment 2 Home 4 Delivery

5

Overall

0

25 47 23

7.8/10

20 36 23 19 8 17 11 7

6.7/10 6.4/10

1

7.3/10

45 40 14

18. Age group

1. Below 18 2. 19 to 25 3. 26 to 35 4. 35 & Above

9% 64% 19% 8%

Below 18 19 to 25 26 to 35 36 & Above

Conclusion  Pizza Hut is a complete family restaurant.  People are highly satisfied with the services and quality of the food served at Pizza Hut.  People give overall 7.3/10 marks to Pizza Hut.  People of Ahmedabad likes to go outside for eating at least once in a week and on an average visits Pizza Hut once in a month.  Most of the People visiting Pizza Hut are between 19 to 25 years of age.  People feels that prices of Pizza Hut is high.

RECOMMENDATIONS  Increase advertisements in all media.  Open more branches in Ahmedabad particularly near by Business areas and students residential areas.  Pizza Hut should introduce hot line number.  Do some social welfare for society.  Try to include low calorie Pizzas in the menu.  Try to reduce the price with the same quality & quantity.  Try to include students menu which starts with affordable price.