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Night Time Street Fast Food Industry


Industry Scope Local players in Colombo District Operate after 6pm until next day morning

Operates on an informal structure Food is served to the car by waiters

Peak time exists after 6pm Seating is kept out side


Industry Characteristics Recognition of The Industry is Low Unstructured Industry Formation

Lack of Professional Management Informal Means of Marketing Lack of Professional Management


Industry Growth Frequency of Visits (%) 40% 35%

34% 30%

30% 25% 20%

18%

15%

12%

10%

6%

5% 0% Every day

4-6 times/ Week

2-3 times/ Week

Once a week

Less than a week


Industry Growth Time 80% 70%

70% 60% 50% 40%

30% 20%

20% 10%

10% 0% Morning

Day

Night


Reasons for Industry Growth Migration from rural areas to urban centers

Women have less time to prepare meals Urbanization process has stimulated a demand Post war era has allowed people to move freely Busy life styles of people Socio cultural changes


Industry Life Cycle Position of the Industry

Maturity

Growth

Introduction

Decline


Critical Success Factors Differentiation

Low Cost Structure Supply Chain Mgt

Core Competencies


Influence Due to Competition

Hygiene Factor Quality Standards Better Ambience

Consumer Safety Franchise Food


Customer Preferences Price/Affrdability

57%

39%

Tastiness 35%

Localization foods

34%

Variety of Menu available 29%

Service Speed 20%

Easy accesability and loacational‌

20%

Additional features and specail offers

17%

Friendliness of the staff 13%

Cleaniness and stroe ambiance

12%

Comfort

11%

Dining Facilities 4%

Brand image 0%

10%

20%

30%

40%

50%

60%


Customers Night Clubbers

Families

Corporate Executives

Travelers


Suppliers Meat Suppliers

Vegetable Suppliers Sauce Suppliers Bun Suppliers Beverage Suppliers


Industry Players Burger’s King 21%

Pilawoos

28%

6% 45%

Kotthu Station Raheema

Burger’s king

Pilawoos

Kotthu station

Raheema’s


Industry Players Name

Pilawoos

Facilities

Food can be services inside the vehicle or consumed inside the restaurant

Products

Location

Col 3, Col 4, Ratmalana

Cheese / Chicken / Fish / Prawn / Mutton / Vegi Kotthu, Chocolate Roti, Parata,

Meat Curries, Ice Milo, Lime Juice, Faluda Pioneers in the street fast food industry, the first to start this concept of serving

Highlights

food 24/7, specialises in their Chicken Kotthu and Cheese Kotthu, and their Ice Milo.

Name

Bugers King

Facilities

can be services inside the vehicle or consumed by the road on the pavement

Products

Highlights

Location

Slave Island

Chicken /Fish/Beef/Vegi Burgers, Shawarma, BBQ Meat, Chicken Corden Blue, Atta Roti, Normal Roti Pioneers in the street burgers joint opened till early morning. However, starts serving only at 6pm. Specialises in their Shawarma and Burgers


Industry Players Name

Raheema

Facilities

Food can be services inside the vehicle or consumed inside the restaurant

Products

Location

Colombo 5

Cheese / Chicken / Fish / Prawn / Mutton /Vegi Kothu, Chocolate Roti, Parata, Meat Curries , Chicken / Mutton / Beef /Egg / Vegi Buriyani, Ice Milo, Lime Juice

Highlights

Mainly known for their Chiken Masala and Buriyani

Name

Kotthu Sation

Facilities

Food can be services inside the vehicle or consumed inside the restaurant

Products

Cheese / Chicken / Fish / Prawn / Mutton / Vegi/ Battered Cuttle Fish/BBQ Kothu

Highlights

Specialises in customising Kotthu

Location

Dehiwela


Competitors Direct competitors -Small Street Outlets Couple of Kiosks in Colombo

Amrithaa in Welawatte

Nanas’ Street Food Outlet in Galleface

Indirect Competitors International fast food franchise chains – such as KFC, Pizza hut and Mc Donalds

Fast casual dine in outlets such as Dinemore.

The food courts in the city ( Majestic city, Excel world and Crescat)

Restaurants offering specialized food such as Chinese, Thai, Indian etc ( Chinese Dragon, Siam house, Mango tree)

Mobile fast food operations such as the Jigsaw lorry


Competitive Positioning 6 5

Rating

4 3 2 1

Accessibili ty and location

Variety of Menu available

Efficiency of staff

Hygiene

Price

Tastiness

Localizati on

Burger's King

4

5

2

3

2

3

3

Pillawoos

2

4

4

5

4

3

2

Kottu Station

3

3

5

2

4

3

2

Raheema's

2

3

4

4

4

4

3


Environment Political National Movement Political Influence Street vendors and traffic congested Policy changes on Energy + Raw Material Economic Fluctuation in disposable income Raw Material Prices


Environment Analysis Socio cultural Life Style Changes Health Conscious Taste Conscious Cultural Changes Technological Speed and Quality Differentiation


Environment Analysis Legal Road Regulations Smoking in Public Hygiene, Health and Safety

Environmental Packaging Material Waste Disposing


Industry Attractiveness Threat of Entry

Supplier Power Rivalry

Buyer Power

Threat of Substitutes


Industry Industry Attractiveness Attractiveness


Threats Opportunities Rise in the Colombo night life Increase in the disposable income of the mass customer

People seeking convenience over other factors New Product Development (Vegetarian / Health Conscious)


Threats Health Conscious Cleanliness

Foreign Franchises Food Courts Casual Diners


Recommendation Regulations for safety and Quality Expansion

Improving outside aesthetics Dedicated street for local fast food joints

• Fair licensing policies coupled with educational drives • A reward scheme or small credit funds • Increase the number of outlets across the country.

• Less clutter and more pleasant environment creation

• Introduce a local fast food street

Introducing a food delivery service

• Segmentation should be done comprehensively

More focus on the hygiene factor

• Develop common standards • Method to audit and inspection

Overall improvements in service delivery

• Speed, quality and safety


Recommendation Burger’s King

• Introducing new products based on seasonal demand • Opening new outlets within key areas of the city • Introducing staff uniforms Pilawoos

• Introducing new ‘park and eat’ facilities via expansion • Introducing a delivery service to designated areas within the city Raheema’s

• Introduction of new products • Opening more branches within the city • Executing a food delivery service Kotthu Station

• Opening new branches closer to the main hub of Colombo • Introducing a food delivery service


Thank You


Strategic Management