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Media Relations Plan: Corporate Branding
- 1. Corporate Branding Angelina Fanous Chi-Chi Millaway Irene Cheung Yana Demiyanova Yoo Jin Chung
- 4. “ We have a simple menu, and want to serve great burgers in a clean and friendly environment with very little fuss”
- 26. Budget
- 28. Questions?
Editor's Notes
- In 1986 5 guys was founded and named after Jerry Murrel and his four sons We ARE a family friendly burger chain Philosophy: Focus on a few items and serve them to the best of our ability As Murrel would say “At Five Guys…” This philosophy has helped us build a positive reputation for being a family friendly chain with quality food We have leveraged this reputation into building a strong east coast presence You can see in the timeline before… Our plan is now to expand across the West Coast To tell you just a little more about 5 guys, we would like to show you our menu
- Quote If you take a look you can see it’s pretty much just burgers, dogs, and fries… We only offer the items we can serve best Now in order to help us improve our corporate brand we have completed an analysis of our strengths, weaknesses, opportunities, and threats
- Well known in current market, we have done very well on the East Coast This success and the quality of our restaurants and food have helped us build a positive reputation We are known for our strong product offering, our food has won numerous awards Zagat “There are no better” Best Burger awards in Washington, Baltimore, Orlando, Delaware, Charlotte, South Tampa, Columbia (SC), Raleigh, Hampton Best Fries in Washington Also, we are health conscious as we only use fresh ingredients Because of all of these strengths, we have also had a very successful history expanding our franchises, as we mentioned earlier we know have over 450 restaurants in 30 states We have the opportunity to build on these strengths and… Expand our franchises across the West Coast Thereby building and strengthening our national brand We also have the opportunity to prove that our food is the best value and that we offer the best healthy, customized burgers However some of our weaknesses are The burger business is a very crowded market and we have hundreds of competitors While we serve quality food, we have a very limited product offering – only burgers and dog Negative perception that our food is unhealthy Men's Health Magazine criticized the unhealthy meals Standard double patty burger = 800 calories 97% of recommended daily saturated fat intake Fries rated 4th most unhealthy food in America = 1,500 calories In addition to that, as we intend to expand across the West Coast… We must recognize that we are a late entrant into the West Coast burger market And our brand is not recognized as we are known as an EC burger place Some of the threats we face are The burger market is very competitive. In n Out is already established as THE West Coast burger chain and it will be hard to gain market share There is no consumer loyalty, if anything we will have to fight for consumers Also, we are not fulfilling a need for more burger places, if anything, the burger market is becoming more difficult as the trend to eat healthy grows States are now enforcing nutrition education and the number of calories in food is now being published on menus, this is a threat because some of our food is quite high in calories But overall, we believe we have the strengths to meet our goals
- Getting good reviews Word-of-mouth promotions