Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award


Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

The aim of this project was to study the desi restaurant industry of Pakistan and suggest the business strategy for setting up a desi restaurant and food delivery business, which catered to the needs of the populace, while reaping financial benefits for the investors. Initial focus was on the consumer base of Lahore - the food capital of Pakistan. The goal of the project was to bridge the vast gap, which has developed over time, between the services on offer by the desi restaurants and food delivery businesses and customer demands.Only a handful of restaurants and food delivery businesses in the desi cuisine business, in Pakistan, follow the ISO (International Standards Organization) standards, to the core. This shows one of the major loop holes in the quality assurance& quality control capabilities of desi restaurants and food delivery businesses.

The goal of the project was to study the customer, top competitors and general market conditions and take necessary actions, accordingly. For tliis purpose, tlie primary research was divided into 2 halves. One consisting of the potential 100 customers and second consisting of 6 management employees of the 3 best desi restaurants in Lahore. This helped in obtaining a 360° view of the target audience and an insight into the competition, which is operating successfully in Lahore. Different types of questions were put up for the respondents of the first half, in order to assess their latent and active needs, when it came to fine dining. The second half focused on competitor analysis and interviewed individuals working at the senior and junior management levels of the top competitors in Lahore. The secondary research relied on data from some of the most prestigious survey agencies and national and international bodies in order to ensure a clear picture of the current state. This not only helped in identifying the market's future outlook but also helped in developing plans to tackle the future demands of the customers (keeping in mind the services on offer by indirect competition such as fast food chains, Chinese restaurants and other food businesses).

As per the results of both the surveys conducted, most of the assumptions were

confirmed while some were rejected. While a majority of the respondents of questionnaire 1 were young males belonging to the different sections of the middle class, preferring restaurants which followed the local and international quality standards; almost half of the respondents rejected the idea of a "green”

restaurant Besides, the survey was able to obtain first hand insight into the different preferences of customersand their needs with regards to the privileges on offer by the desi restaurants and food delivery businesses. The opportunity was also utilized to learn more about the top desi restaurants in Lahore and study their business strategies from inside, which have led to their rise in the desi food industry. The primary and secondary researches strongly encouraged the launch of a desi restaurant with Blue Ocean Strategy in order to fill in the vast gaps in the desi food industry through new services, scenic venues and organizational structural and development plans.

The primary and secondary researches were limited due to lack of financial resources and time. However, they can be further expanded in terms of sample size in order to obtain a greater input and better overview from the general population, with regards to customer demands. Besides, the observations, which were conducted, suggest that a new desi restaurant and food delivery business needs to be launched with the intent of satisfying customer needs in line with the prevailing market situation of the food industry.



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