Abstract:
Informal food sector is a ubiquitous phenomenon for ages and exists on a firm foothold
against many odds; indeed, offers two clear benefits. On one side, it creates jobs and on the
other it provides significant food benefit for the city dwellers. Hence, the demand for its
transformation into the formal sector is the call of the time. Experts are divided on their
respective set of opinions and guidelines about transformation. This thesis introduces
branding as a means of transformation of informal street food into formal sector.
In order to explore the correlation between branding and their transformation, in this thesis,
interpretivist case study is applied and five cases are screened. These cases are from four
different categories of food (Biryani, Coffee and fast food, burger; and fast food and snacks)
while they belong to two different entrepreneurial orientations; namely: survivalist and
growth. All of these cases while had a debut in the informal sector; by now, they all have
transformed into formal sector and still on the go with their success through branding. These
five successful food brands are Fakruddin Biriyani, Nanna Biriyani, Apon Coffee, Mr. Burger
and Mama Piaju. All these discussed brands have been in operation over a long period of
time from 1966 to 2014 (Fakruddin since 1966, Haji Nanna since 1973, Apon Coffee since
2006 and Mr Burger since 2014, Mama Piaju since 1998). Though all these five presented
brands are different with respect to time of introduction and product offerings but the
research reveals that all share some commonness. All of these food entrepreneurs are focused
to create value that satisfies their target customers; they have in-depth knowledge about
product; they are sufficiently creative in designing their offerings and Word of Mouth is the
main channel of communication to earn them market reputation.
