TITLE:
AUTHORS:
C. Udayalakshmi, Dr.J.Sridevi
DOI: 10.5110/77. 1606 Page: 40-55 Vol: 19 Issue: 06 Year: 2024
ABSTRACT
The hospitality industry, particularly the restaurant industry is bombarded with a vast number of alternative models. Each have their own pros and cons and target a specific audience satisfying a specific need but serve a common purpose of serving food. Darshini style fast food restaurants were introduced in Bengaluru in the 20th century to serve the growing population’s food needs. Since then, it has become a part of everyday life of the residents of Bengaluru. These restaurants face a number of external and internal challenges to establish and sustain in the business. This paper identifies and assesses these challenges. 105 restaurants are chosen using convenience and snowball sampling, where the respondents are either the owners or supervisors of the restaurants. Frequency and percentage analysis is done to understand the basic demography of the respondents and the restaurants. Cronbach’s alpha is calculated to test the reliability of the questionnaire which is found to be good. Skewness and kurtosis of the data show that they are normally distributed. The hypothesis is tested using the chi-square test, which demonstrates that each of the problems noted does in fact threaten the continued existence of these eateries. It is found that workforce management, pricing strategy and staying up to date with current trend are the major challenges and other challenges follow. It is important for the restaurants to overcome these challenges in order to sustain in the field.
Keywords:
Fast food restaurants, Challenges, Darshini style restaurants, Hospitality Industry, Entrepreneurship, SME.
Received: 25 May 2024
Accepted: 08 June 2024
Published: 25 June 2024
