...a property. Subjectively, something might be good because it is useful, because it is beautiful, or simply because it exists. Determining or finding qualities therefore involves understanding what is useful, what is beautiful and what exists. Commonly, quality can mean degree of excellence, as in, "a quality product" or "work of average quality". The quality of a product or service refers to the perception of the degree to which the product or service meets the customer's expectations. The quality management and quality control should be performed in all the levels. The scheme bellow demonstrates how the quality management functions in the Fast-food restaurants: In my initial research I would like to investigate two companies from the same business sector which is Entertainment and the industry is Restaurants. My choice fell on fast food Wendy’s from Wendy's/Arby's Group (USA/Canada) and Vapiano International LLC (worldwide).In order to describe my personal attitude and expectations from those restaurants I have chosen definite locations where I had a possibility to be a customer. For Wendy’s it is Branson MO, USA. Location of Vapiano is in Wien, Austria. Further in a paper I will present the basic information about the companies in common, about how they want be seen by customer, their...
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...FASTFOOD / RESTAURANT INDUSTRY Introduction Indian QSR (quick service restaurants) Industry is growing very rapidly. It is a reflection of the change in the lifestyle, food habits and consumption pattern of the population. The incidence of Dining out, ordering from home as well as takeaways is rising creating an opportunity to cater to a wide mass of population. What was the domain of upper class, singles or forced bachelors, has percolated to all echelons of society. The incidence and value differ substantially, but penetration of such consumption habits is wide spread and is on the increase. Although largely an urban phenomenon, the pattern is also emerging in rural areas with better road connectivity, increased vehicle ownership and rise in income levels. In a country with more than a billion people, opportunities in India are abound. This has led to a rapid growth of the QSR industry. However, simultaneously, it has also created a canvass that has many failures and carcass. Several outlets have been closed, a large number are struggling, still a large number are just about surviving and lot many of them have not been able to find their feet. There are a lot who are successful, but, more importantly, there is almost a complete absence of national chains. This indicates to the fact that just having a lot of opportunities is not enough. These opportunities need to be harnessed and converted into profitable enterprises. This paper is an attempt to understand the industry, its...
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...1. Review the current positioning strategies in McDonald A. Price differentiation Both McDonald and Burger King have the special value meal. But there are more discount offers in McDonald which are shown in following table. McDonald | Burger King | * Specific meal are $20 from 5 to 9p.m | * Value menu | * Amazing value menu | | * Relax and refresh value card | | Despite the more special offer, the regular meals in McDonald are between $25 to $30 while the value meals in Burger King are between $25 to $35. It can be seen that the regular meal in McDonald is even cheaper than the value meal in Burger King. B. Channel differentiation McDonald has larger coverage and greater convenience than in Burger King. Refer to the below table, it is seen that the channel in McDonald differentiate Burger King. McDonald | Burger King | * 218 branches in Hong Kong | * 15 branches in Hong Kong | * 104 branches have 24 hour Mc tonight service | * Only 1 branch has 24-hours service | * 24 hour McDelivery Service | | C. Product differentiation McDonald has larger variety of the products than that in Burger King. The products in McDonald are fresh and innovative that fulfill with teenagers’ expectation who desire for freshness while the products in Burger King has smaller range. New products are as follows: McDonald | Burger King | * Le grand * Hotcakes Deluxe Breakfast * Grilled chicken burger, quarter...
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...evaluation of the most suitable location for a Subway restaurant is made. To reach the above objective, the Subway franchising concept, the market situation, the customers and the competitive situation will be analyzed and evaluated. In order to understand the market in which the franchisee would operate, the size of the market, historic growth, potential growth, trends and macro environmental factors will be analyzed. The analyses will show that the fast food market is mature, and that it still holds some growth potential. To find out who the potential customers of the Subway franchisee might be, a survey was made. A questionnaire was used as a main tool to analyze customer preferences and the prospects of opening a Subway restaurant in Århus, Horsen s or Vejle. After evaluating the results of the questionnaire, Horsens was pointed out as the most attractive and suitable city to open a new Subway restaurant. The competitive situation is also analyzed. In doing so, the overall competitive situation within the fast food industry is assessed. Furthermore, three main competitors, namely McDonald‟s, Burger King and Sunset...
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...Name: Institution: FIVE GUYS Five Guys is a private owned restaurant chain that serves fast and casual food. The restaurant focuses on French fries, hot dogs, soft drinks, and hamburgers. Five Guys started in 1986 and with its headquarters in Lorton, Virginia. It has branches in more than 40 states in the US, as well as in six Canadian provinces. This paper aims to determine the business that Five Guys is in, run the rule on their primary competitors, perform the restaurant’s SWOT analysis, and finally give strategies for the hotel chain in the coming five years. 1. Business Case Five Guys began in 1986 by the Murrells together with their 4 sons. Originally, the restaurant's name was Jerry and the sons. After beginning the business, Janie and Jerry Murrell had a fifth son, with all sons involved in running the business as the Five Guys. Together, the brothers did away with ideas of broad menus, favouring a more honest and solid bugger (DATAMONITOR, 2010). They pride themselves in offering non-frozen buggers, which are hand-patted from ground beef, and 80% lean. The fries preparation occurs daily including cutting the potatoes, along with in the house and fresh buggers. The restaurant created a cult following by word of mouth. Five Guys price their burgers at four dollars; yet manage to keep their clients coming back due to their appeal for high quality and fresh food. The pricing makes the restaurants enjoy increased success in areas with higher income that cater...
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...and the trade practice and agreements. The economy is continuously changing all over the world and McDonald’s customer purchasing power is determined by this environmental factor. The global financial issues that have an impact on McDonald’s marketing choices are credit, debt, revenue distribution, gross domestic product, and savings. These global financial issues impact McDonald’s decisions that are made by the company’s management team. The United States used to have the best economy, but even the economy in the United States is not in great shape anymore. Businesses have begun to close down, but McDonald’s food chain are continuously opening up more restaurants and opening more doors for jobs to help the economy get back on track. The very first McDonald’s restaurant was opened in 1955 by a man named Raymond Kroc. McDonald’s is known today as being the largest fast food chain in the world. McDonald’s cater to millions of customers daily. Although McDonald’s originated from the United States, this...
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...The Economics of Five Guys Determine how Five Guys’ philosophy sets it apart from other fast-food chains. “Do good in school or you will end up flipping burgers your whole life!” How many times have kids heard their parents talk like that? Well that has worked out very well for Jerry Murrell and his sons. Jerry Murrell is the founder and owner of the first Five Guys Burgers and Fries. Their business plan includes making the very best burger around, matching that with perfect fries and not cutting any corners in the process. They started in 1986 and in 2002 when they began selling franchises they only had 5 burgers joints. Today there are over 570 of them and annual sales reach the $483 million mark. The Murrells spend their time overseeing the opening of around four new stores each week. And just think your parents said flipping burgers was a dead end job. When Jerry Murrell began franchising he was just a small burger operation with an almost cultish following in Northern Virginia. Today, the business is, by some, estimated heading in the direction of the $1 billion in value mark. Five Guys only has 87 locations. That is 87 cities or areas where their stores are located. Most of these are in the Washington region, but a hundred more are located along the East Coast this year. There are thousand more being phased into the business plan. Each store, the company says, will make around $1 million per year. Jerry and Janie Murrell and their sons are often asked...
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...Entrepreneurial LeadershipThis assignment will discuss the successful steps that the owners of the Five Guys Burgers and Fries have been able to accomplish due to the simple business plan that was put into place prior to opening their restaurant. We will see that the basic human principles about how we should treat others; will also allow a company to become successful. The success that has been possible for this hamburger and fries restaurant could have easily failed against the big name restaurants known for burger and fries, such as, McDonalds, Burger King, Checkers and Sonics. However, the company is has become a great success even through a tough economic recession. In this assignment, topics such as their philosophy sets them apart from other fast food restaurants, the original values of the company, three factors that have contributed to their success and external markets and how ethical and societal practices that they provide for their customers and employees.The Murrell family was a close knit family who supported their two sons who decided not to attend college after their graduation from high school. They had dreams of owning their own family restaurant. Their parents invested the money that they had been saving over the years and allowed them to begin their first business. Although they were not sure if the business would be a success or a failure, they were supportive of their sons ideas and dreams with the hamburger restaurant allowed them the chance to begin the restaurant that...
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...their strategic vision and their execution. Organizing and controlling such a large entity may be cumbersome but the senior leadership of McDonald’s have put together a strategy that has allowed them to make changes and recalculate their direction as if they were a small business. Their aptly named ‘Plan-to-Win’ strategy has guided them well through seemingly hard economic times and kept the company focused on ‘being better, not just bigger’. Strategy Match McDonald’s faces many aggressive competitors in fast food industry. From Kentucky Fried Chicken to Subway, the company faces stiff opposition from all angles. McDonalds is one of the very few companies to be in a position challenge these rivals with offerings very similar to what they currently offer. With many communities and areas who have just stepped out or are in the process of ending their recession, they are calling for cheap and healthy alternatives to what is currently available. The products that these food establishments are already at a fairly low price to the consumer and so the only real way to maintain their current growth and revenue streams is to cut costs on the backend. McDonalds, in this case, has done a masterful job of doing so while earning the title of the 2011 top performing company on the Dow Jones Stock Market Index. This hasn’t slowed down the company one bit, as the case points out, McDonald’s serves 64 million customers in a 119 countries daily. Targeted Market Advantage Based on the above...
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...KFC has been facing since its entry into India. Firstly, the KFC does not concern about animal rights, the chickens served by KFC are being given hormones, antibiotics and arsenic to fatten them. Secondly, the activists said that junk food like KFC would create many diseases like obesity and heart attack, and that the chicken served by KFC was full of chemicals. Thirdly, foreign fast food chain would deplete India’s livestock, which would affect the agriculture and environment. In addition, KFC would encourage Indian farmers to shift from growing basic crops to animals feed and meat causing the poorer section of society couldn’t afford for the food. Furthermore, the economist also said that fast food joint like KFC would create more trash in the cities. In my opinion, I agree with the reasons given by the protestors of KFC. This is because KFC could pose threats to Indian people and society. Chicken served by KFC is full of chemicals such as hormones and antibiotics; in addition, the consumption of fast food like KFC could bring many diseases. Unlike tradition food in India, which is more nutritious, resulted in Indian people has relatively low disease. Therefore, I think India is one of the healthy countries and should not be harmed by fast food that can bring many diseases like obesity and cancer. Apart from that, larger part of the societies has relatively low income and would not be able to afford to buy meat and products from KFC, so I believe that if KFC still continue...
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...IM for Lovelock & Wirtz, Services Marketing 6/e Teaching Notes for Cases - Section 5 45 CASE 6 AUSSIE POOCH MOBILE OVERVIEW After creating a mobile service that washes dogs outside their owners’ homes, a young entrepreneur has successfully franchised the concept. Her firm now has more than 100 franchisees in many parts of Australia, as well as a few in other countries. In early 2002, she and her management team were debating how best to plan future expansion. STUDY QUESTIONS How did Christine Taylor succeed in evolving the local dog-washing service she developed as a teenager into an international franchise business? ________________________________________________________________________ Note: All financial data are in Australian dollars (AUD), whose exchange value in 2003 at the time of the case was USD 0.57 = EUR 0.58 = GBP 0.41. [More recent exchange rates reflect a sharp drop in the value of the U.S. dollar against the Australian dollar, euro (EUR), and pound sterling (GBP). By late 2006, AUD 1.00 = USD 0.76 = EUR 0.60 = GBP 0.40). These changes in exchange rates would not affect decisions by APM on expansion within Australia but could have an impact on the relative attractiveness of future investments in, say, the UK versus the U.S.] 1. © 2004, 2007 Christopher H. Lovelock 2. Compare and contrast the tasks involved in recruiting new customers and recruiting new franchisees. From a franchisee’s perspective, what are the key benefits of belonging...
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...main reasons the chain has become so popular and successful is due to the founder’s philosophy that they take into work each day and deliver to the customers. The original founder, Jerry had decided that they only way the Five Guys would become the best fast food chain is to ensure that no matter what they did not cut corners on service or the food they served to their customers. Another strong point they use is that the customer is the best advertising they can ever have. No amount of newspapers’, radio ads or billboards can advertise as much as satisfied customers words. The amount of people one speaks with on a daily basis and then that person talks to others, was one of the greatest principles/philosophy that made the company into what it is today. So many of the other fast food chains, treat the customers as if they were on an assembly line, nor caring for what they think or feel during their time there. That is one of the reasons Five Guys has excelled in the market and will continue to do so. Even before the first customer walked in and ordered, Janie and Jerry wanted to incorporate into their business plan would under no circumstance sacrifice quality of the product nor short the customer on receiving the best food they could have. After completing the business plan the next step they took was to focus...
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...gathered would be unsupportive or too broad for the audience to understand. The interviews alone would have only portrayed assumptions and not proof to back up his thesis. If Spurlock solely relied on the experiment, individuals could question the probability of the results happening again or to other people. Interviews are conducted with average Americans and experts to medically explain and prove how fast food meals contribute to the U.S. obesity epidemic. The experiment is used to demonstrate the effectiveness of the fast food industry’s influence to encourage poor nutrition, and to physically show the correlation between fast food and an unhealthy lifestyle. Both methods serve to validate one another because the responses from individuals supply the audience with data and information to better understand Spurlock’s experiment, while his personal experience provides data to support the information the interviewers give. Throughout the length of his experiment, experts are interviewed multiple times, which is crucial to reveal and explain the negative effects of fast food to the human body. As Spurlock prepares himself mentally, he sets appointments and interviews with a cardiologist, gastroenterologist, general practitioner, nutritionist, and personal trainer to examine his body and inform him of their predictions of the experiment. The doctor assumes that the McDiet would have a small affect on the patient’s triglycerides and an increase in weight gain. Spurlock’s plan...
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...TARGETING Burger King’s primary target customers were families where both partners were working. As the pace of American lifestyle increased, people did not find enough time to cook their meals. Because most of the fast food was quite tasty, cheap, convenient and readily available, consumers preferred them to regular meals. Even Children of up to 16 years of age played a major role and they were the secondary targets. They had the power to convince their parents to take them out to such fast food restaurants. They enjoyed specialised kids meals and were a key part of the dining experience for families. In 1990, an average of 997 commercials was aired during Saturday morning cartoon hours compared to 225 in 1987. Two thirds of these advertisements promoted candies and fast food. Also, the ‘super-size bags’ and ‘value meals’ became popular since consumers got a great quantity of food at a comparatively lesser price. Getting more for your money is ingrained in the American psyche. Consumers were getting accustomed to bigger and heartier meals as fast food was usually bundle priced i.e. a hamburger, fries and soft drink cost less if bought together than separately. SOCIETAL MARKETING? A study undertaken by “Centers for Disease Control and Prevention” in 1999 revealed that 30% of US adults who were 20 years and older (59 million people) were obese and had increased their calorie and carbohydrate intake over the past 30 years. Increase in this intake resulted in an average gain...
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...Business and Management Review of Related Literature Food Industry REVIEW OF LITERATURE OF FAST FOOD INDUSTRY Previous Research on fast food Industry has shown us a light in this project: The Research done by UCLA Anderson assistant professor Raphael Thomadsen. He presented the result in the paper entitled, ³Seeking an Aggressive Competitor: How Product Line Expansion Can Increase All Firms¶ Profits.´ According to him, if a McDonald¶s and a Burger King compete in the center of a small town, and a Burger King opens in the suburbs, it can boost profits for the McDonald¶s store. In previous research, Thomadsen demonstrated that prices at fast food outlets located near other outlets belonging to the same chain often charge high prices to avoid cannibalizing sales between the two outlets. These price differences can be large, with prices at many restaurants 20 percent or more higher than they would be if the restaurant owners did not worry about cannibalization. Now he finds that a firm may also charge higher prices when faced with a new competitor or product. He said that product-line expansion would affect profits .He said that when a firm adds products to its line, the profits of the incumbent firms in the market must go down. He used a standard economic model in this study. ³Consumers have different utility preferences,´ He explains that some people like one type of food while other people like a different type. There are also variations in location. So model consumers based...
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