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An MSI Landscape report is a new concept - a short format report laid out as a Marketing Presentation. In hardcopy form, the report presents a pair of pages that discuss each report aspect or question shown in the Table of Contents. Thus the question Who are the Leading Hotel Groups in the UK? is supported by a graphic (in this case a pie chart showing market share of the leading chains) and by a table (in this case, the number of bedrooms and the number of hotels of 13 named groups, plus an entry covering the rest of the industry). The facing page states those Facts that you, as the person undertaking the presentation, would be expected to know - in this instance, five paragraphs covering the recent activities of the market leaders and pertinent bullet points to enable you to create a hard-hitting presentation.

The MSI Landscape range has proved to be extremely popular, both in the hardcopy format and in the additional PowerPoint electronic version - packaged ready for you to adapt to your needs or use immediately as a framework for presenting further analysis. MSI Landscapes are also purchased as an entry level report into a particular sector by marketing professionals, financial analysts, market researchers and business information professionals.

Table of Contents

Definitions

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TABLE OF CONTENTS

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DEFINITIONS

The eat-in and takeaway fast food market consists of a number of catering establishments. For the purposes of this report they have been categorised as follows:

• sandwich bars (including trade from supermarkets and bars)
• hamburger bars
• pizza and pasta restaurants and take-away outlets
• fish and chip shops
• fried chicken outlets
• ethnic restaurants for example, Chinese, Indian and
• Mexican (excluding trade from supermarkets)

The objective of fast food is to reduce consumer waiting-time from the initial time of placing the order. The food is prepared in such a way that it is usually partially or fully cooked before it is ordered. Therefore, once it is ordered, preparation time is reduced. MSI have identified that the typical features of fast food outlets include:

• pre-preparation of food
• fast service of the meals
• low unit cost of the meal
• no advance booking necessary
• the option to take away

Each fast food outlet has a main line of business, which specialises in one specific food style. However, many companies offer a wide variety of alternative fast food. By implementing a single business strategy the following can be achieved:

• superior efficiency levels
• major economies of scale in food purchases
• brand awareness

Fast food outlets are differentiated in terms of the type of food style in which they specialise. It is not uncommon for outlets within the industry to offer both a take-away and an eat-in service, such as McDonald's Restaurants for example. However, there are also outlets such as fish and chip shops that offer a take-away service only. Within the pizza, Chinese and Indian sectors, home delivery is extremely popular.

Food purchased from a fast food outlet is designed and packed in a way that makes it easy to consume off the premises, which also explains the reason behind not requiring advance booking since the fast food outlet is not constrained by having a limited number of tables.

Some of the sectors within the industry, such as fish and chips, are more dependent on take-away sales than others like Chinese and Indian whose principal line of business is often focused on restaurant sales. However, due to the introduction of food courts, the differentiation between take-away and eating on-premises is narrowing as the food court allows food to be purchased and consumed in a designated area, which is shared with other outlets.

MSI has focused on the activities of those companies involved in the preparation of 'meals' designed for immediate consumption, which therefore do not require any further cooking or preparation and can be eaten on-the-move.

The market size therefore excludes all ready-made meals and sauces, which are designed to save preparation and cooking time as opposed to immediate consumption. All values are quoted at current prices unless otherwise specified.

Text © 2001MSI

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Last updated by Paul Tucker 1st May 2001