Food quality top of the mind for urban Indians while ordering from fast-food chains: Survey

livemint.com:

fast food in our daily lives. A recent survey by YouGov India showed that more than anything else, quality of food and its price mattered the most to urban Indians while eating from quick-service restaurants. Around 93% of those surveyed voted for quality as a highly important factor while ordering food from fast-food chains.

This is followed by price (76%) and discounts (65%) as price-sensitive Indians place cost above other deciding factors such as brand name and advertising, shows the survey. Also Read: Mint Explainer: What's behind the slowdown in fast-food sales? The survey was conducted online with 950 respondents between 3 and 9 April 2024, covering over 210 cities. Not surprisingly, close to 45% of urban Indians said they eat at fast-food restaurants at least once a week, with 7% saying they eat at these restaurants on a daily basis.

The prevalence of eating at QSR chains is nearly similar among men and women. The share was 47% and 44% for male and female respondents, respectively. Just 6% of respondents said they never order from fast-food restaurants.

Considering such prevalence of eating out, nearly all the respondents placed a premium on quality of food, as seen above, while deciding where to order from. Just over half of respondents (56%) said brand name is highly important. Enticing advertisements by QSR chains seem to allure few urban Indians to eat at their places: just 36% respondents said ads were a highly important factor while deciding the place to eat.