Experimentation with food & new recipes at an all-time high | ZEE5 Intelligence Monitor

Experimentation with food & new recipes at an all-time high | ZEE5 Intelligence Monitor

Mumbai, 12th April 2023: ZEE5’s, India’s largest home-grown video streaming platform and multilingual storyteller for entertainment seekers, has released the sixth edition of its Intelligence Monitor, this time highlighting the fast growing ‘Quick Service Restaurants (QSRs)’.

The QSR industry in India has dramatically evolved over the last few years, propelled by significant changes including: urbanisation, rise in nuclear families, double income households, work from home, increasing affordability, time prioritisation and multiple lifestyle changes. The study unravels the consumption trends, dining habits, cuisine preferences, purchasing power of consumers in India.

Key Highlights of the QSR Report:

  1. Ordering food online preferred over dining out
  2. Brand-owned APPs account for 40% of all orders, while aggregators-delivery apps account for 32%
  3. 63% salaried individuals prefer international QSRs while 68% business owners prefer Indian QSRs
  4. 96% consumers favour top international QSR brands; 59% consumers inclined to try new menus
  5. 90% of consumers are willing to experiment with food choices; highest amongst students

On the release of the ZEE5 Intelligence Monitor QSR report, Rajiv Bakshi, Chief Operations Officer – Revenue, ZEE Entertainment Enterprises Limited, said, “QSR industry has witnessed stupendous growth in the last few years, with every consumer cohort now enjoying and participating in this delectable new journey. The report identifies the changes in consumption patterns and preferences in dining habits across the country. As a consumer first brand, ZEE5 is committed to provides marketing fraternity the tools, insights and intelligence to engage with its audience.”

ZEE5 hosted a panel with top industry leaders including Mayank Singh, Chief Digital Officer and Vice President – Marketing, Domino’s Pizza Indonesia; Deepa Krishnan, Director- Marketing, Tata Starbucks; Kailash Aggarwal, President- Retail, Haldirams, along with ZEE5’s Chief Operating Officer- Revenue, Rajiv Bakshi to release the QSR report. The leaders from the industry highlighted how the QSR business model has become successful in metro and non-metro markets on the combined promise of convenience, technology, innovation, localisation and choice. Some of the factors leading to this mega transformation in eating and ordering food habits include the access of digital payments, convenient e-commerce, efficient last-mile delivery, ever-growing love for food and a good family time.

Link to the full report: Quick Service Restaurants (QSRs) Consumer Insights & Trends Report

A first of its kind, ‘ZEE5 Intelligence Monitor’ seeks to uncover transformative consumer behaviour, attitudes, and aspirations across multiple industries ranging from e-commerce, EdTech, online gaming, smartphones to digital payments, presenting an unmatched opportunity to advertisers to access a hyper-enriched predisposed audience cohort across multiple demographics and geographies. Through this series, ZEE5 aims to identify trends, map behaviours, and deliver actionable insights into consumers’ attitudes towards products and services in emerging and fast-growing industries.

ZEE5 is known for its diversified content across 100+ taste clusters and its focus on real, relevant, and resonant storytelling. Today, ZEE5 is home to over 5 lakhs+ hours of on-demand content and 160+ live TV channels. With a rich library of over 3,500 films; 1,750 TV shows, 700 originals, ZEE5 offers content in 12 Indian languages: English, Hindi, Bengali, Malayalam, Tamil, Telugu, Kannada, Marathi, Oriya, Bhojpuri, Gujarati, and Punjabi. The platform has an exciting line-up for 2023 that will add to its extensive library of content offering a wider array of catalogue to entertainment seekers.