Quick Service Restaurants Move to Globalize: An Analysis of the Indian Culture and the Penetration of theQSR Market

Donetta Poisson


This research aimed to investigate the culture of Indian food and the impact of the increasing propagation of quick service restaurants in India. A literature review was carried out to assimilate information to better understand how the onslaught of the quick service industry is affecting the people of India and their cultural belief systems. According to Nation’s Restaurant News (Thorn, 2011) India isa very attractive market with well over 300 million middle-class individuals and an increasing average disposable income. Less than 25 years ago, India had its first move toward opening its doors to international business. In 2012, the Indian parliament passed legislation to allow foreign direct investment (FDI) in multi-brand retail (Nolen, 2012). Food is an extension of the culture and a part of the belief system. Indian culture and beliefs vary across its 28 states and influence how food is consumed or not consumed (Mukhopadhyay& Sarkar, 2009). Although India may be an attractive market and the government has been liberalizing investment restrictions since 1991, there are still hurdles to consider. Most foreign companies do not understand the complexity of the Indian market and only referred to statistics to make their decisions. India is diverse and without understanding that every few hundred kilometers the tastes change, quick service food restaurants will face more challenges (Thorn, 2011).Results support the penetration of quick service restaurants into Indianmarkets demands thorough research to ensure cultural differences are respected and considered.