Grant Thornton Report on the Indian Food & Beverage sector

I have nothing to do with study or the report or with Grant Thornton. Someone forwarded the info to me and I am simply sharing this for the benefit of those in the F&B industry. 

Report can be downloaded from here:

http://gtw3.grantthornton.in/assets/Grant%20Thornton-CII-Food%20and%20Beverage%20sector%20-%20the%20new%20wave.pdf

Indian Food & Beverage Sector

The new wave

August 2014                                                                                                        

As knowledge partner for the “FOOD & BEV SUMMIT 2014: Conference on Indian Food Sector – The New Wave”, organised by the Confederation of Indian Industry (CII) on 22 August 2014 in Mumbai, Grant Thornton in India is delighted to release the report “Indian Food & Beverage Sector: The new wave”.

The report examines the growth potential of the Indian food and beverage sector. It suggests that while some of the Indian players are making use of newer technologies to increase production, meet international quality standards and thereby increase profitability, since the industry is largely unorganised, the adoption has been sporadic.

Stressing the need for the growth of this sector, Pirus Khambatta, Chairman, CII National Committee on Food Processing and CMD, Rasna said - "A developed food processing industry will reduce wastages, ensure value addition, generate additional employment opportunities as well as export earnings and thus lead to better socio-economic condition of millions of farm families."

"A number of policy and procedural initiatives are required to give impetus to this sector. Despite constraints linked to infrastructure, market access and funding, dynamic businesses operating in this sector have made their mark on the global stage," said Harish HV, Partner, Grant Thornton India LLP.

Commenting on the outlook for the sector, Shanthi Vijetha, Director, Grant Thornton India LLP, said, “The future of the food & beverage sector looks promising with the growing demand due to change in the consumer's lifestyle and consumption patterns including food habits. While the Indian agriculture sector is gearing up for supply with support from government, food processing is expected to play a key role in bridging the gap between the demand and the supply sides and addressing the key concerns of the sector – rising food prices and high levels of food wastage.”

We hope you will find this report informative and we welcome your feedback.

For more information on topics covered in this report, or to get in touch with our subject matter experts, please contact us on: E: contact@in.gt.com or M: +91 9930001230.

About Grant Thornton in India

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Upsouth vs Sri Krishna Kafe in Koramangala

I have been observing a very sincere attempt at creating a McDonald's of south Indian food - Upsouth, from the folks who started the blockbuster restaurant "South Indies" in Bangalore. With a background in the industry (their family owns the Arya Bhavan chain in Tamil Nadu) and deep pockets (the owner is a successful tech entrepreneur) and a visionary young CEO, they have all the right ingredients to carve out a success story. Their execution from the layout, ambience, hygienic feel of the restaurant, menu design, branding is top-notch. The 2 locations I have frequented (JP Nagar - now closed and Koramangala) are also excellent for a business of this nature. The pricing too is exceptional value for money.

Despite all of the above, I feel very sad whenever I visit their retail outlet in Koramangala as I did when I used to visit their outlet in J.P.Nagar. The reason is that they just don't seem to get enough customers. I do hope I am wrong and that they are doing well, but my analysis says that they are bleeding and badly at that.

On the contrary, a first floor and second floor slightly dingy restaurant opposite Upsouth in Koramangala - Sree Krishna Kafe, seems to be overcrowded on most days. They have been around for a while and that helps a bit, but their customers don't seem to be flowing into Upsouth. Upsouth had the same issue in their JP Nagar unit, where a Darshini/Sagar opposite them seemed to be overcrowded all the time.

Based on this I did a quick survey of several folks on the Koramangala road visiting either Upsouth or Sree Krishna Cafe. After quickly chatting with about 20 people, here are some of the raw comments:

1) Upsouth looks expensive. I don't want to spend money on idlis and dosas.
2) The Sree Krishna Cafe owner sits at the restaurant and ensures quality. Upsouth seems to be run by some uninterested managers.
3) I want to eat my dosas in a leaf and stainless steel plates, not fancy plastic plates.
4) Once I tried Upsouth, I am hooked onto it. Better food, better ambience and a cleaner place.
5) I like Upsouth - clean and hygienic
6) Not sure why the restaurant is always empty. The food is quite good and very cheap.I want to be served, not pick up stuff. The fancy beeper stuff is useless.
7) I have been coming to Sree Krishna Kafe for 6 years now - their consistency and taste has been fantastic. I haven't gone into Upsouth - now that you are asking, maybe I will go there once.
8) They should do burgers not dosas.
9) They are in my office food court. Just because they have a restaurant here does not make them serve better food than in my food court. It is the same s*** served here, probably at a higher price.
10) Upsouth looks like a rich guy's restaurant. I am more comfortable at Sree Krishna Kafe - more homely.
11) I am completely confused by their menu - combos which have stuff I don't like/need. Too confusing.
12) The Upsouth coffee is good. Better than Sree Krishna's.

Understanding this consumer behaviour pattern puzzles me. Upsouth has done everything right by the book - great ground floor highly visible location, clean contemporary interiors, good food at value for money prices and yet, they seem to be lagging behind the Sukh Sagars and the Sree Krishna Cafes by a long distance. Calls for a detailed analysis on the consumer mindset I guess?

A unique innovative solution to the water glass problem – simple but WOW in my opinion

I was driving from Chennai to Bangalore recently and stopped at the spanking new Murugan Idly Shop on the highway for dinner. As soon as we were seated, we noticed 4 stainless steel glasses resting on the table. They were not really water glasses – they were about 2/3^rd the height of a typical stainless steel tumbler and had several holes in them like a design. So you can’t pour water into them. They looked more like some sort of holder – a large toothpick holder. The waiter came with the menu and 3 disposable glasses for the 3 of us on the table, simply placed the disposable glasses in these stainless steel holders and filled water in them. I was stunned with what I would call a fascinating innovation that solves a real and practical problem for restaurants in India. How do you ensure providing clean, hygienic water glasses to customers, while still giving them a feeling that this is a full service restaurant, rather than a food court type set-up? The stainless steel holder with the disposable glass inside was very nice to handle – you felt as though you were drinking water from a real glass, and also re-assured about the hygiene factor. All 3 of us at the table asked the same question – why didn’t anyone think of this before?

I chatted up with the restaurant manager nudging him to see if I could take one of the stainless steel holders as a sample. The answer was “NO” – so I took pictures. Upon probing a little, the manager told me that the owner of Madurai Idly Shop, Mr.Manoharan, had personally thought of this idea, got the stainless steel holders designed and manufactured by a vendor. Now several people had started copying this idea.

I would like to say “KUDOS” to the owner of Madurai Idly Shop, Mr.Manoharan for this innovation and wish them all the best with their business. This also highlights the fact that several such innovations are needed in the restaurant industry that solves a real problem and improves the customer experience. 

Water glasses in restaurants

How often have you visited a restaurant and found that the water glass smells bad or looks not so clean, has specs or has drying marks? You tell the waiter to get clean glasses or on several occasions, simply drink the water straight from the bottle. Here is the reason why this happens.

First off, what types of glasses are available, what types are used at restaurants and how are they cleaned?

1)      A water glass made of glass:

o   The price of these glasses range from 8 bucks a glass (the basic Yera ones) all the way upto 100 bucks (Ocean) or even more, with several options along the way.

o   The most effective way to clean these is to use a dish-washer. This ensures that the glasses are dry and quite clean and do not smell. Several of the star hotel restaurants and fancier restaurants in India use a dish-washer. But what about the 90% of the stand-alone restaurants?

o   The non-dishwasher method is the following: Used glasses are kept in a glass rack, sent to the washing area and essentially a pipe with hot water is used as a hose and the glasses are clean. Then they are dipped in cold water. Post this, the glasses are wiped with a cloth and placed in a clean glass rack. As you can imagine, the process above is tedious, requires a bit of effort and space (which is sorely missing in most restaurants), require the wiping cloth to be very clean (??) and hence invariably leads the glasses to be cleaned not so properly. The process also requires the glasses to be handled multiple times causing breakage quite often.

o   An easier way to clean is to not clean the glasses at all. Simply shake the rack, fill water, shake it again to remove overflowing water and serve it back to the customers. While seemingly gross, this method is used extensively in banquet style settings with huge volumes and unrealistic service level expectations.

2)      Stainless Steel glasses (technically these can’t be called glasses, but I am ignoring this rule) – These cost the same as the above glasses made of glass, but are easier to clean, less prone to breakage and lasts longer. The shine goes away quite quickly though and impacts the presentation

3)      Acrylic glasses – These are plastic/acrylic glasses which look very close to a real glass, but are less prone to damage and last longer. These cost between INR 50 to INR 150 depending on the quality of the glass. Again the trouble with these is that the glasses lose their shine quickly and start looking old making them not so presentable.

4)      Disposable glasses – These transparent plastic glasses cost between 10 paisa and INR 3 depending on the quality. There are some really nice disposable glasses out there now.

Ask any restaurant owner and chances are that he/she would say that they would love to simply use disposable glasses and get away from the pain of cleaning the glasses, handling breakage, managing the labour needed for this etc. But this option is not viable owing to the customer expectation when they visit a restaurant. The presentation is very poor with disposable glasses, the glasses move around when empty making it not so easy for the waiter to refill the water at the table. Essentially it downgrades the value of a restaurant, especially those with table service. Disposable plastic glasses works in a QSR type setting, especially those restaurants which use a self-service model. Several of the Indian QSRs also provide steel glasses and in some ways the onus of ensuring the final cleaning process is with you – the customer. But for most restaurants offering table service this is not a viable option yet.

Given the above, most restaurants simply buy glasses once every 6 months or so and replace them. 

PF - Is there a way to get out of it?

The rule-book says that if you employ 20 or more people, you need to register with the EPFO (Employee's Provident Fund Organization) and make a monthly contribution. The registration process is a straight-foward on paper, but takes some effort, official & unofficial fees to get it done - there are several ESI/PF/Labour law consultants in each city available who can help you. A regular accountant will not be able to handle this process easily as it involves extensive networking and work with local government offices. Most accountants have a partner who is a ESI/PF/Labour law specialist. Getting the registration done takes about 2 months, involves submission of several documents related to your company/ directors/ proprietors/ partners etc., and will cost you about 25K-30K totally including all fees. This amount may vary based on the location, how old your company is and how long you have delayed getting the registration done. The rule-book says that you need to register in the month when you employ 20 people or more. PF registration is a one-way street. Even if your employee size reduces after the registration, you will need to comply with PF regulations and make monthly contributions.

The amount payable is two fold - an employee contribution of 12% of the respective employee's salary (Basic + DA) and an equivalent employer contribution plus an small additional amount for EPF related insurance (EDLI - employee disability & life insurance).

If an employee's basic salary +DA (Dearness allownace) is INR 6,500 or below, then making a PF contribution is mandatory. If the basic + DA is more than 6,500, then the employee has an option to opt out of PF. Please note that this 6,500 limit has now been proposed to be increased to 15,000 (the bill has been passed by the Modi government, but the PF department has not yet issued an notice - so at this time the 6,500 rule still holds, but is set to be changed very soon). The above limit increase is very significant for the restaurant business since the bulk of the staff employed in this industry will be in the 8-10K salary range currently. With the 6,500 limit, it was possible to exclude several of the employees from PF, thus reducing the financial burden on both the employer and the employee side.

In practice, employers typically deduct the employee contribution from the employee's salary and the employer's contribution is additional. i.e. If an employee's negotiated salary is 8,000 and he/she opts for PF, then the contributions would be made as follows:

Gross Salary: 8,000
Basic + DA: 6,500
Employee contribution to PF: 12% of 6,500 = 780
Employer Contribution to PF: 12% of 6,500 = 780
Salary payable to employee: 8,000 - 780 = 7,220
Additional PF amount payable by employer: 780

Note: There are additional deductions for ESI etc. I have restricted the deductions only to illustrate the PF contributions. The real salary payable to the employee would include other deductions.

So technically the employee's salary is 8,780 and not 8,000. This industry is not yet fully used to the CTC model widely adopted. i.e. at the time of joining, the employee would be told that his/her salary is 8,780 and both the contributions deducted from this amount. This is the model adopted by the larger players - Dominos, Pizza Hut, McDonald's etc. The larger players also typically do not provide an option for employees to opt out of PF - i.e. it is mandatory.

Review: Smoke House Deli

Smoke House Deli

Scores better on looks than food

Look:  Superior designing has gone into Bangalore’s two Smoke House Delis, in Indiranagar and on Lavelle Road, making them fetchingly good looking. An all-white look gives these restaurants a clean, bright air and fills them with light. The Smoke House Delis are also known for their signature style of paying tribute to their locales; quirky hand-drawn illustrations cover walls, white bottles, old gramophones and most other surfaces and become a talking point.

Food: The ambience may have you expecting an equal edge to the food. What Smoke House Deli does do though is a version of European or Conti, as we used to know it, without too many surprises. It’s not technically a deli either, though there is a small section retailing breakfast cereal, pasta sauce and olive oil.

On our several visits we’ve found the food to be a bit of a mixed bag. An Asparagus and Grape Salad with Smoked Fig which we tasted at Indiranagar was a perfect balance of textures and flavours. But the Oak Ash Chevre and California Orange Salad with Passionfruit Emulsion at the Lavelle Road restaurant was all wilted greens and over-dressed. No hint of oak ash either. 

The Paprika Puffs are a well done appetizer and moreish, for nibbling with your drinks. The Three Cheese and Jalapeno Toast was a disappointment, for as it cooled the not-so-tasty cheese topping just came away from the drying bread.

The Tomato Polenta, Grilled Vegetables and Pesto Cream was also rather too creamy for our liking. We’d expected a mound of caramelized veggies on the polenta, but these were minuscule bits mixed into the sauce. The Peri Peri Rubbed Grilled Chicken with its brined chicken was tender and packed with flavour.  SDH hot dogs and burgers are, apparently, a hot ticket but we can’t see the point of eating what’s essentially grab-and-go food in a fancy restaurant. Then it would have to be Kobe beef burger topped with truffle!

The dessert menu plays safe with Tiramisu, Flourless Chocolate Cake and Philly Cheesecake – all creamy, sweet and satisfying.

Drink: There are some well-made cocktails to be had here and healthy drinks like mocktails of carrot, apple and celery. The tea and coffee choices are exhaustive, too.

Occasion: Dates, family dinners, catch-up with friends – SDH is good for all that.  Don’t expect quiet and privacy, though. For this is a closely packed restaurant, crowded most days with Bangalore’s hip set which wants to be seen at the most happening spots.

Prices: A three-course meal will cost approximately Rs 1200, including taxes but without drinks.

Review by Priya Bala

Service Tax - What are restaurants doing?

It's been over 5 months since any AC restaurant in India was supposed to have started charging service tax of 12.36% on 40% of the total bill value - i.e. 4.944%. What are various restaurants doing?

1) To be on the really safe side, some restaurants are charging 4.944% on the entire bill value and the customer pays for the service tax. The restaurants can then claim input credit for any service tax they pay. So in some ways, the customers are now paying extra and some portion of the extra amount is a benefit to the business because of the offsetting with the input credit.

2) A few restaurants are charging service tax only for dine-in customers. They do not charge the service tax for take-aways and deliveries. This issue is still ambigious and hopefully the service tax department will issue a clarification for the same. Whatever material is available in the public domain - CA Club forums etc. seem to suggest that all sales originating out of a AC restaurant is applicable for service tax.

3) Restaurants which use a composite VAT model need to charge service tax on the bill value - minus VAT only. i.e. If the bill amount is 100 and the VAT is 4% (in Karnataka) - the real bill value is 96. So service charges needs to be charged on 96 and not on 100. Most restaurants don't do this - they charges service tax based on a sale value of 100.

Most customers seem to gotten used to paying this extra 4.944%. For restaurant owners, this is yet another issue to deal with now in the wake of spiraling input prices.