Disruption and Innovation Trends in the QSR Industry: Perspectives Drawn From India

Abstract

The QSR (quick service restaurants) industry in the emerging economies such as India is undergoing a wave of disruption and re-engineering. Many global brands in QSR food servicing have resorted to technology and innovation in one or more aspects of their value chain in order to maintain leadership positions in a market that is facing some fast-growing competition from various channels, especially with the penetration that service aggregators like Zomato, Swiggy, and Uber Eats have managed to gain. This study aims to establish a general direction towards which the QSR industry is progressing in India by examining not only the current trends in India but also the trends that are prevalent worldwide and which have the potential of diffusion to emerging economies like India.