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Strategies in a fast food restaurant
Fast food restaurant competitive advantage
Strategies in a fast food restaurant
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5.1 Customer Segments
The customer segment for fast food fried chicken generally serve family, children and adults. KFC and Popeyes offer family meals for large order instead of purchasing several value meals (Capillary Technologies, 2014).
5.2 Customer Relationships
This Industry interacts with its customers through social media such as Facebook and Twitter (Digital Marketing, 2015). KFC has taken one step to connect to their customers by introducing ‘Wake Up to KFC’ to win vouchers (KFC Singapore, 2016), Popeyes introduced lucky draw of $1000 cash weekly on Christmas season (Popeyes Lousiana Kitchen , 2016).
5.3 Value Propositions
The value proposition for KFC and Popeyes is to provide a unique flavor or ‘secret recipe’ fried chicken
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Delivery services are also catered where customer can choose to pay via cash or card. Popeyes outsource delivery service to Foodpanda whereby KFC has built their own delivery team to provide delivery service island wide (KFC Singapore, 2016) and (Foodpanda, 2015).
5.5 Revenue Streams
The revenue stream generation for this industry mainly comes from the sale of food in the restaurants. Part of small revenue stream for KFC is their delivery services (KFC Singapore, n.d.).
5.6 Key Activities
Key activities that fast food fried chicken restaurants include preparation of food for daily restaurant operation, equip staff with training and development for new recipes. Local marketing is required to promote launch of new and seasonal products (Lee, 2013) and (Popeyes Singapore, 2016).
5.7 Key Resources
Key Resources of this industry include the automation equipment such as the point of sales system that manages the ordering system from customer to kitchen (Chua, 2015). Self-ordering kiosk are made available to some outlets to reduce queuing and waiting time.
5.8 Cost
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Such as KFC have provides online order with promotion price, “Happy Monday 5-pcs Chicken for just $9.90”, (kopitiambot, 2016).
6.9 Customer Engagement
Facebook, Instagram, Twitter and mobile apps has become one of leading social media platform in the world (IE Singapore, 2016). Both restaurant companies utilize Facebook to engage with their customers and allow customers to provide reviews (Popeyes Singapore, n.d.).
7. Conclusion
For future trend and growing in this industry, understanding market trend and meet customer needs is very important. Innovation in using technology to automate process can drive food industry to better growth such as using robots. Continuously create unique products to attract customer, expertise strong branding and strategy marketing trend. Strongly adopted by KFC as KFC won marketing excellence award in year 2014 and has become one of the top players in the industry. KFC will continue to expand and create an excellent result with strategy business plan in future
They have promotional activities to increase how many people come to the restaurant and how many people will come again
The term “fast-food” is usually distinguished by food served very quickly to a customer by drive-through or carry-out. Fast-food restaurants are highly associated with low-cost and malnutrition foods with brief consumer and employee interaction, and below average cleanliness based on restaurant health inspection reports. Chick-fil-A has changed the usual perception of fast-food restaurants. Rather than burgers and potato fries, Chick-fil-A serves chicken sandwiches and waffle fries. Chick-fil-A also shows their appreciation for employee to customer relations, rather than ignoring the social aspect of serving customers when operating at a fast pace. Chick-fil-A’s menu selection, customer interaction, and clean eating
Chicken nuggets is a popular food to many people. Many may ask who makes the best fast- food chicken nuggets ? This question is probably the most opinionated question ever ? There are many fast foods restaurants that sell chicken nuggets such as: Wendy’s , Mcdonald’s ,Burger King and Chick- fil-a.These four different restaurants all have different tastes to their nuggets. Now in my opinion ,chicken nuggets from Chick-fil-a are the best . They have great chicken and that is more flavorful. One other difference from chick-fil -a and these other fast foods restaurants is there chicken isn’t processed. The chicken is seasoned and cooked to perfection in the restaurant. According to Johnson , Chick-fil-A takes the title. The classic McNuggets are second, followed by Burger King and Wendy's.
The fast food restaurant industry, which includes quick-service and fast-casual restaurants, is highly segmented with the top 50 companies accounting for only 25% of the industry’s sales. The $120 billion industry includes over 200,000 restaurants with 50% of those specializing in hamburger entrees. (hoovers.com 2008) The major competitors in the industry include McDonald’s, Burger King, Taco Bell, Subway, and KFC – Chick-fil-A’s major competitor in chicken sales. Chick-fil-A’s unique position in the market, specializing in chicken-based entrées, has lead to a competitive advantage which the company has been able to capitalize on. Recently, many competitors have added chicken entrees in order to compete in the market segment. Through marketing strategies and company initiatives, Chick-fil-A has tried to stay distant from competitors, offering a fresh alternative to the ordinary fast food restaurant.
The first step in New Belgium Brewery (NBB) maintaining its strategic focus as the company grows, is ensuring that a relationship with consumers is developed. In an age of technology, the target group is rapidly shifting from baby boomers to millennials. When marketing, television cannot be the only means of attracting consumers. Millennials are attracted to social media and the use of apps, in receiving information regarding almost every aspect of their lives. There is an app called “yelp”, which I use frequently when traveling and searching for restaurants that offer a specific cuisine. If NBB is connected with consumers through social media, when consumers search for their specific brews, all restaurants that serve the product within their
Based on the study from Chicago-based Research International USA found that more than half of the population eats fast food once a week and with a 20 percent eating fast food at least every other day. Most being males below middle age. Also more than half of the guests were with family members, 29 percent of these guests are with children under the age of 18. Fast foods chains are targeting kids and young adults by utilizing cartoon characters and celebrities to influence them into their products. They also build playgrounds in their restaurant to help draw kids into business and also provide toys with cartoon characters they can relate. Some chains have website which are geared for kids and allow them to play games and interact with their products. These tactics are to entice kids into their restaurants which are a contributing factor with higher rate of guests that are under 18.
People today are busier than they have ever been; household adults have at least one job just to make ends meet. The overall dynamic of the house has changed immensely since the 1920’s when fast food was first introduced to the American society, and even though the United States is still in a down economy, one thing remains the same, fast food restaurants. Even though most people know that fast food contributes to health problems, it still remains a part of the American life. There are more options than ever before, and while the big name restaurants are slowing down and sometimes fading out, fast food restaurants keep their doors open and even open new ones. The fast food industry is steadily growing through their affordability, convenience, and most of all their food.
For millions, fast food restaurants are the source of positive associations with birthday parties, play dates and accessible comfort food. For others, they represent a lifeline meal on a busy day, or the secret to quieting a cranky toddler on a long trip because hurrying residents of cities have no time to cook a healthy breakfast, lunch and dinner. Fast food presents even in the lives of people who are trying
Fast food restaurants are popular among the consumers nowadays. Many fast food restaurants are trying to serve the needs in the market as people seek for quick and convenient place to eat. Due to the fact that there are a huge amount of fast food chains available in the global market, fast food companies have to strive for success. Just by providing quick and convenient style of eating for the customers is not sufficient to stay competitive. This is why it is interesting to study and learn about a fast food company that stands out in such a competitive environment. What has KFC China been doing to become successful? What marketing strategies did they use to dominate the market? We shall find out in the following sections.
Now days , the customers so awareness of the fast food industries and its ingredients like no effected, no allergy, fresh, pure and others food which will be available on time in related area. Such sort of features are provided by burger fuel and the government policy of china is also welcoming to the foreign investor. It means the government policy is favorable for the foreign investor and franchisor. For instance, the competitors like burger kings, KFC are there in china. Therefore the burger fuel also enter into the Chinese market thorough the franchise and local partnership. Franchising is a rapidly increasing model for business expansion in the retail sectors like fast food industry and it is going to be making their own market in growing service sector of the Chinese economy in the years to come. The growth of modern retail trade has been the driving force behind it. The old age population are very low in china but the active population is very high at the age group 25-54 years is 47.2% (male 327,130,324/ female 313,029,536). Therefore, the target age group is18-35 years, employed and those people are eager to eat at outside. The burger fuel is also totally focus to
They need their service to be in “an arm distance”, which means the convenient location helps customers save time, traveling costs. For the fast food chain companies, locating the branches to reach customers becomes a positioning strategy. CHANGING PREFRECE depends vastly on the fast food menu. For example, we can mention SALAD. Now salad was never considered as a part of the fast food menu.
An evaluation of the restaurant’s strengths, weaknesses, opportunities and threats served as the foundation for this marketing plan. The plan focuses on the restaurants marketing strategy, suggesting ways in which it can build on new customer relationships, and development of new food products and targeted to specific customer groups.
Online presence has become a virtual maitre’d for restaurants, as it welcomes guest before they step foot into the restaurant. Developments in the social marketing industry help restaurants gain a “fan” or “follower” base, by reaching out to tech-savvy customers who rely on social media to make dining choices. Having this online presence is easy, but what is important are the techniques and information used to advertise and promote the establishment. Jordan Melnick explains, “gaining access to consumers as they go about their daily lives is a marketing holy g...
First, fast food and home-cooked meals differ in the time. The people choose fast food because they do not have time to prepare a proper meal and it can be prepared very quickly. Jekanowski, Binkley, and Eales (2001) claimed that fast food outlets’ main sales point is convenience. The fast food companies open a lot of branches in the different area so that the customers just need a few minutes to buy a set of fast food even it is complete with a drink.
· Burger King Corp. that offers an array of value-priced offerings and makes kitchen and drive through upgrades