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ICICI Securities Report
Our primary analysis of menu prices of international quick service restaurant brands (in India) to better understand the positioning (value versus premium).
The findings are a mix of quantitative (actual prices) and qualitative (our interpretations):
Pizza Hut / KFC are comparatively premium-positioned by ~5-10% / ~2-3% within their segments versus Domino's / Popeye's which are value-positioned.
Within burger chains, we found that Burger King is cheaper by ~8-10% than McDonald's in the affordable segment, while Burger King is priced higher by ~20% to McDonald's in the premium segment.
Domino's / McDonald's / KFC appear to have comparatively better Indianised their menu compared to Pizza Hut / Burger King / Popeye's.
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