Eating is arguably an essential activity of human being that makes them revive the lost energy and rejuvenate. But these days, rapid urbanization coupled with busy lifestyle and advancement in technology has greatly changed the way of life of Indian society. The effects of these changes have altered the tradition of cooking and eating at home.Nowadays, eating out is steadily becoming a norm which was once conditional on a celebratory occasion.Moreover, the Indian diaspora presents a significant array of opportunities in the food service domain; the Indian food and beverage service industry is likely to become one of the most vibrant industries to witness rapid and unprecedented growth over the recent past.   The NRAI (2016) in their research finds that the Indian food services market will grow at the rate of 10% per annum till 2021. Further, it also identifies that the current market share of Indian food services is Rs. 3,091.1 billion which is estimated to be Rs. 4,981.3 billion by 2021. Additionally, people have become now more reliant on ready-to-eat meals & fast food which take less time for preparation than traditional cooking methods.

Over the last few decades, fast food has infiltrated every nook and cranny of our society. As Indian economy is growing and large number of women is joining the workforce, the trend of consumption of fast food will grow more and more, if good quality food and service is offered to customer. Today quality is an important consideration. It is often defined as “consistently meeting or exceeding customer’s expectations” Moore (1987), Lewis and Creedon (1989). The present research paper seeks to explore the consumer perception towards service quality in fast food restaurants located in Delhi and Gurugram cities.

KEY WORDS: Fast food, Perception, Service quality, Delhi, India