70% consumers order from a Quick Service Restaurant (QSR) more than twice a week, as per the latest Intelligence Monitor report by Zee5.
ZEE5 has released the sixth edition of its Intelligence Monitor, this time highlighting the fast-growing QSR.
The QSR industry in India has dramatically evolved over the last few years, propelled by significant changes including: urbanisation, rise in nuclear families, double income households, work from home, increasing affordability, time prioritisation and multiple lifestyle changes.
The study unravels the consumption trends, dining habits, cuisine preferences, purchasing power of consumers in India.
Rajiv Bakshi, Chief Operations Officer - Revenue, Zee Entertainment Enterprises, said, “QSR industry has witnessed stupendous growth in the last few years, with every consumer cohort now enjoying and participating in this delectable new journey. The report identifies the changes in consumption patterns and preferences in dining habits across the country. As a consumer first brand, ZEE5 is committed to provides marketing fraternity the tools, insights and intelligence to engage with its audience.”
Zee5 hosted a panel with industry leaders - including Mayank Singh, Chief Digital Officer and Vice-President - Marketing, Domino’s Pizza Indonesia; Deepa Krishnan, Director- Marketing, Tata Starbucks; Kailash Aggarwal, President- Retail, Haldirams, along with Zee5’s Chief Operating Officer- Revenue, Rajiv Bakshi to release the QSR report.
The leaders highlighted how the QSR business model has become successful in metro and non-metro markets on the combined promise of convenience, technology, innovation, localisation and choice. Some of the factors leading to this transformation in eating and ordering food habits include the access of digital payments, convenient e-commerce, efficient last-mile delivery, ever-growing love for food and a good family time.