Product, pricing and promotional strategies of Restaurants in Nueva Ecija: An...
Fall2016_PM007_Team7_P1 Briefing #2 Deliverable 3
1. Date: September 7, 2016
To: Dr. Vic Matta
Professor Theo Muir
Dr. Andrew Pueschel
Dr. Lee Wakeman
From: Brian Klembara
Brian Lubinsky
Alexis Marino
Sam Palisano
Ellie Pryor
Subject: Analysis of Quick Service Restaurant Industry
The attached report as requested by Copeland Associates, assigned to us on August 22,
2016, includes the tasks charged of analyzing the quick service restaurant
industry. Represented by members of Team 7 Cohort 007, we researched and analyzed
the business environment of the quick service restaurant industry. Identifications of three
informative key success factors of the quick service restaurant industry help guide the
past, current, and future prospects of the industry. The conclusions from our research will
be explained throughout the presentation.
The key success factors were identified throughout our report with notice of the following
criteria:
• Wide array of options for the wide range of consumer tastes.
• Placing an emphasis on becoming accessible and convenient for more consumers.
• Capitalizing on new opportunities in emerging markets.
Throughout our report are multiple different appendices and analysis’ for the purpose of
supporting our key success factors. This includes the macro and micro environment, as
well as the industry segment and competitor identification. Lastly, are three appendices
that provide a PESTLE, Porter’s, and business model canvas analysis. All of these different
identifications and analysis help us research and learn about the key success factors the
quick service restaurant industry need in order to thrive.
We thank and appreciate you for this opportunity in analyzing the quick service restaurant
industry, and acknowledging what the industry’s key success factors are. If there are
questions, concerns, or comments with the current information we have provided, please
contact us via email at ep397614@ohio.edu
Sincerely,
Team 7
Brian Klembara
Brian Lubinsky
Alexis Marino
Sam Palisano
Ellie Pryor
1
2. Cohort 007, Team 7
Ellie Pryor
Alexis MarinoBrian LubinskyBrian Klembara
Sam Palisano
2
3. Prepared by: Ohio University College of Business Cohort 007,
Team 7
Brian Klembara, Brian Lubinsky, Alexis Marino, Sam Palisano,
and Ellie Pryor
Evaluation of the
Quick Service
Restaurant
Industry
Prepared for: Vic Matta, Theo Muir,
Andrew Pueschel, and Lee Wakeman
3
4. Table of Contents
5
6
7
8
10
11
16
23
List of tables and figures
Executive Summary
Introduction
Macro-Environmental Analysis
Micro-Environmental Analysis
Conclusion
References
Appendix A
4
Key Success Factors
Industry Segments
Conclusion
24
A1
Appendix B B1
Competitor Analysis
12
Appendix C C1
5. List of Tables and Figures
8
10
11
12
13
14
15
Figure 1: Percentage of sales per category
5
Figure 2: Why customers participate in loyalty programs
Figure 3: Market Shares
Figure 4: Consumer satisfaction of new healthy options
Figure 5: Why do people choose to eat fast food?
Figure 6: Comparing GDP
Figure 7: Comparing Interest Coverage Ratio
18
19
21
22
22
Figure 9: Countries with or without McDonald’s
Figure 10: McDonald’s Corporation
Figure 11: Existing markets in the Yum company
Table 1: Key Competitor Scoring Matrix
Figure 12: Competitive stock market performance in dividends
Figure 8: Wendy’s Around the World 16
6. List of Tables and Figures
A1
A2
A3
A4
A6
Figure 13: What do they make?
6
Figure 14: 2016 ACSI for restaurants
Figure 15: Fast food companies social media rankings
Figure 16: U.S kids watch hundreds of fast food ads per year
Figure 17: Top chain restaurant antibiotic policies and sourcing practices
7. Executive Summary
In this report we are analyzing the quick service restaurant industry and interpreting
the data we collected. This report includes various findings that analyze many
segments of the industry. When looking at the many diverse segments of the industry,
we found the very important key success factors needed for the quick service
restaurant industry. The first key success factor we discussed is wide array of options
for the varied range of consumer tastes. This includes healthier menu options.
Healthier menu options are one of the major trends that consumers seem to be
concerned about in the current quick service restaurant industry. Not only do
consumers want healthy options, but they also look into the wide variety of food that
is sufficient to their standards of eating. The second key success factor is placing an
emphasis on becoming accessible and convenient for more consumers. Quick service
restaurant industry succeeds on their multiple locations providing more convenience
for customers. If quick service restaurants strategically place their restaurants in high
potential markets then profits could soar. Capitalizing on new opportunities in
emerging markets is the last key success factor. Expanding into new markets is
important for quick service restaurants because they can take advantage of the new
market space and monopolize on the new consumers. This reports emphasizes on the
different reasons as to why consumers choose quick service restaurants instead of
other food industries, and home dining options. It also highlights ways that quick
service restaurants need to adapt in order to continue their growth of success.
Recommendations for the quick service restaurant industry include:
■ Add healthier menu options without taking out already favored menu items
■ Strategically place quick service restaurants where there is high consumer traffic
■ When branching out to emerging markets make sure that pricing is in the correct
range for consumers
The report acknowledges that there are some limitations within our analysis and
identifications. The limitations include:
With it only being September, the most recent yearly reports available are from
2015.
7
8. Introduction
A quick service restaurant is one that places an emphasis on fast consumer turnover
in every aspect of the business. Quick service restaurants push speedy service
through the use of drive thrus, numbered combo menu meal items, and stressing over
a target time per consumer. Most quick service restaurants do not provide the in store
ambiance as fast casuals because they don’t necessarily want consumers staying
there for long periods of time. The quick service restaurant industry is one of the most
competitive markets across the world. In the coming years, quick service restaurants
are expected to expand rapidly across Asia, specifically India and China. Quick service
restaurants are also increasing in popularity in the Americas, while at a more gradual
rate. Across the world however, there are a few different criterion by which people
choose where their next meal will be. When people are choosing where to eat, they
are likely to factor in: the cost and value of the meal, the variety of options and
quality of the meal itself. Companies have also been using recent advances in
technology like social media and online ordering to develop rewards programs for
consumers in order to build a more loyal consumer relationship. Millenials are deciding
where the industry is going because they are tech savvy and are drawn towards
brands. Another recent trend in the quick service restaurant industry is the increase in
desire for convenient meals that can be eaten on the go.
The barriers to entry for new competitors is high because the established businesses
have returning consumers and have brand recognition. Brand recognition is obtained
through strategic marketing in order to get new consumers in the door as well as
consistently delivering a quality product to said consumer. The quick service
restaurant industry is dominated by a few established players who have been in the
industry for a long time. Through the years, dominant companies such as McDonald’s,
Wendy’s, and Yum! Brands have continued to be exemplary in providing value as well
quality meals to their consumers; while simultaneously expanding into growing
markets.
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
8
9. First Research, 2016
Macro Analysis
Percentage of sales
per category
Figure 1
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
9
The Quick Service Restaurant is one of
the most competitive markets in the
world. This is so because of the ease at
which one competitor can be substituted
for another. Given that there are a few
factors that most successful QSR
competitors share, it is often based on
how well they each exploit these factors
that determines who is the industry
leader.
The competitive QSR industry relies
heavily on the ability to be reached by a
lot of different consumers. Gaining
consumers from passerby’s that are
simply going about their day is an
important aspect of location. Because of
this, it is important to set up shop in
locations that are high in population,
traffic and disposable income. According
to Table 3, in 2014 QSR’s were chosen
over competing industries about twice
as often due to the emphasis on
convenience in location as well as the
meal itself.
One of the biggest challenges faced by
quick service restaurants is fulfilling
ever changing consumer desires. Most
QSR’s stick to a mostly static menu that
only changes a few items here and
there. They do this in order to keep the
consumers coming back for their
favorite meals while also offering new
items, for those looking for something
new. As pointed out in figure 1, about
40% of all sales in quick service
restaurants come from hamburgers,
with chicken, pizza, sandwiches and
Mexican each accounting for about 10%
each. If anything, this is a good example
of the high demand for the hamburger
and related products, while also pointing
out that variety is important, given the
other food genres competing with
hamburgers. One of the largest
emerging trends of the past few years,
is the increasing desire for healthier
options. Consumers have started to pay
more attention to whether or not QSR’s
are using whole, real, and healthy
ingredients than in the past. While this
new trend is asking for healthier meals,
the people want their already existing favorite meals
to be revamped with whole ingredients, as opposed
to scrapping the meal altogether in favor of
something healthy and new. Many quick service
restaurants have menu items that consist of high
sugar, salt, and fat and are generally viewed by the
public as unhealthy.. If they do not adapt to the
new healthy lifestyle options that the society is
pushing for, the fast casual and other restaurants
will start taking some of the quick service restaurant
consumers away from them. Using different
ingredients include more food safety regulations.
China and Japan were recently exposed for having a
major supplier of the quick service restaurant selling
expired meat to their buyers. Food safety needs to
be a priority for every quick service restaurant in
order for it to succeed (See PESTLE Analysis Legal,
Appendix A)
There are currently 250,000 quick service
restaurants just in the United States with a
combined revenue of $190 billion. Globally the total
revenue is equal to approximately $570 billion. In
the next five years, there are steady plans of 1500
new restaurants to open in China, South Korea, and
Hong Kong. Another market that is expected to
improve in the upcoming years is India. The ability
to identify high potential locations is a very
important aspect to any quick service restaurant.
Once a new restaurant is established, it must cater
to the desires of the locals around it in order to
compete with the local tastes.
10. Macro Analysis Cont.
10
International businesses do a good job of catering to local food trends, for example rice
dishes are offered in McDonald’s chains in China, and veggie burgers made in India make
sure to include peas and fried potatoes.
Labor Management is a battle for quick service restaurants. Although quick service
restaurant tasks include food preparation, cashier, and janitorial duties, the turnover rate is
high. Teenagers are the main target as hires because the restaurants ask for part time
positions, and the duties of the company require few skills. An increasingly important debate
in the quick service restaurant industry is the price of minimum wage. This matters a lot to
these companies, as it would aggressively alter the amounts of costs incurred. If these labor
costs sky rocket, it could lead to a lot of changes within the industry resulting in automating
much of the processes that go into serving the consumer.
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
11. Micro Analysis
The restaurant industry is a difficult
market to get into. As stated in Porter’s
Five Forces model (see Appendix B), it
takes a lot of time, money, and effort to
get where the top competitors are now. In
order to get to that level, new entrants
must have low substitution costs to draw
consumers away from competitors.
Standing out in this saturated industry
can be difficult. Because there are so
many choices in the quick service
restaurant industry, buyer power can be
very high. With so many options,
consumers can pick and choose where to
go, completely avoiding a certain
establishment, or being a loyal customer
to one specific restaurant. One way that
quick service restaurants incentivize being
a consistent customer, is through loyalty
reward programs. These programs allow
consumers to keep track of their item
purchases within a given company. Upon
reaching the target quantity of purchases,
the consumer is rewarded with either a
free or discounted menu item and or
meal. For example, Taco Bell has a loyalty
program that rewards their customers
that place orders through their app, as
well as providing rewards for the
consumers that share their “Live Mas”
experiences on social media. These
experiences do not even have to relate to
Taco Bell, and the consumers are being
rewarded for just living their lives and
documenting their experiences.Consumers
in this market thrive on anything that can
be cheaper or even free compared to the
original price. There are so many other
dining options than fast food, because of
these the quick service restaurants must
keep up to the standards of the
consumers. If the restaurants don’t keep
up with the consumer’s preferences, they
will take their business elsewhere. For
example, a few of the things consumers
look for in QSR’s are convenience, value
and quality of the meal.
Supplier power is very low. Corporations
can seek other suppliers if the one they
are using doesn’t appeal to them
anymore. (See Appendix B). Since there
are so many different quick service
restaurants the competitive rivalry is
extremely high. Establishments are
always trying to be the best, so they often
come out with similar deals and new items
in order to stay in competition with the
big players in the industry.
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
11
Figure 2 TechnologyAdvice, 2014
12. Industry Segment &
Competitor Identification
Industry Segments
● Burger
● Sandwich
● Mexican
● Snack
● Seafood
● Asian
● Chicken
Key Competitors
● Fast Casual
● Bakeries
● Supermarkets
● Delis
(Statista, 2016)
Table 1
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
12
13. Wide array of options for the wide
range of consumer tastes
Healthy food choices are the new option at
most quick service restaurants.
Restaurants are offering new food options
with no preservatives or GMO’s, as well as
non-gluten options and breakfast foods. In
the future, restaurants will try to start
delivery options. In a survey provided by
Statista, it shows that 46.8% of Americans
are somewhat satisfied with the new
healthy food options at quick service
restaurants. The reason that people are
only somewhat satisfied with the new
healthy options is because consumers want
healthier versions of the already existing
options that they have come to love.
Restaurants will continue to introduce new
food options as the range of the consumers
tastes grow.
(AYTM, 2016).
Table 2
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
Key Success Factor #1
In recent years quick service restaurants
have introduced new trends to fit the
consumer's tastes and needs. Trends in the
past have included breakfast menus, new
cuisines, such as, Chinese and Mexican,
and introducing more vegetables as choices
on their menus. Restaurants continue to
introduce new options on their menus and
also new options for the full experience of
visiting a quick service restaurant.
13
Across the world, there are many different
lifestyles and tradition based diet types. Because
of this, many businesses that are functioning at
an international level need to cater to their target
audience’s specific desires. For example,
McDonald’s India serves the Spicy Paneer Wrap,
which is a meatless Indian Cheese tortilla. This
item appeals to many pallets, as there is a high
demand for meatless options in India. Catering to
these needs around the world creates a
recognition for the local culture.
A new and upcoming experiment is finding a way
to create meat without using any animal parts.
This new meat is called Cultured Meat. They use
the process of stem cell research to extract cells
from animals without causing any harm to the
animals. The plan is for this new type of meat to
have no animal products in the meat but still
taste like meat. Right now is much more
expensive to purchase because it is so new and
recently introduced from the lab. If quick service
restaurants plan on using this Cultured Meat in
the future, there next task would be figuring out
a way to lower the price, to make this meat
available as a new option on their menus.
14. Placing an emphasis on becoming accessible
and convenient for more consumers
(AYTM, 2014).Table 3
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
Key Success Factor #2
14
What is a Quick Service Restaurant? Well,
its in the name, quick. As of August 2014,
the most prominent reason for choosing a
QSR was the convenience, coming in at
67.2% of votes in Table 3. Convenience is
made up of a few different factors
including; fast preparation and service,
ability to take food on the go and an easily
accessible location.
Fast preparation and service is one of the
major staples in the QSR industry. Those
companies that end up being successful in
the competitive QSR market are those that
dedicate most of their energy to creating an
environment focused on fast service. QSR’s
do this through the use of drive thru’s,
numbered menus correlating to distinct
items, and timing orders. The service chain
is also sped up by preparing large amounts
of food in advance, which essentially
creates a grab and go atmosphere.
The ability to take meals on the go, with no
preparation necessary caters to multiple
consumer demographics. The idea of taking
a breakfast wrap which creates little to no
mess and and a coffee to go may appeal to
a businessman or woman in a rush. On the
other hand, a few McDonald’s Happy Meals
can go a long way with kids, as they
generally appeal to the more simplistic
tastes of a younger child. Due to the fact
that they come in a box, most of the mess is
contained.
The physical location of the restaurant is one
of the biggest determinants of success.
Plenty of research must happen before
deciding on a place to settle. Most QRS’s
decide on the location of their stores through
the use of Geographic Information Systems
(GIS). A GIS is a system that factors
multiple local criteria into one focused
report. Some of the factors that are
incorporated are; nearby retail clusters,
public transportation routes and stops, and
local neighborhood demographics. This is a
crucial aspect of the QSR industry, and
needs to be heavily studied before any
concrete decisions are made.
15. Capitalizing on new opportunities in
emerging markets
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
Key Success Factor #3
Quick Service restaurants have needed to
continue to seek new ways of both gaining
new customers and gaining more revenue.
Chains of these quick service restaurants have
planned to take advantage of new
opportunities over seas in emerging markets
to gain new consumers and more locations
globally. “The growth rate has slowed over the
past couple years in North America. Real
gross domestic product increased at an annual
rate of 1.1 percent in the second quarter of
2016, according to the "second" estimate
released by the Bureau of Economic Analysis”
(Trading Economics). Certain foreign countries
have higher GDP than America, and quick
service restaurants are paying attention to
these countries. One country to focus on is
India. India became the fastest growing major
economy in 2015. A study from International
Monetary Fund data, found that India is now
growing at 7.46% (Forbes). As of 2016, there
are a limited amount of countries that have
higher economic growth rates than India.
These countries, however, come nowhere
close to the amount of population or size that
India has. “By 2020 it is expected that 35% of
India's population will be in urban areas.
15
At the city level, a large share of the QSR
market rests in metros and mini metros due to
higher consumption, heightened consumer
awareness, and exposure in key cities such as
Delhi, Mumbai, Bangalore and Hyderabad.”
(Dna). Quick Service restaurants are taking
advantage of these markets in India because of
the great opportunity of locations India offers
to capture a large number of consumers. India
has the opportunity in the next 20-30 years to
become a trillion-dollar economy. As of now
India is not a part of the large regional trade
negotiations involving the U.S. In the future
the U.S. and India look forward to expanding
there trade relations which will help in
providing India with more food for more quick
service restaurant locations.
Yum! China is a spinoff of the Yum! Brands that
we find in America. Yum! China has
approximately 7,200 restaurants in China. And
look to gain 500 more locations in 2016 alone.
In China there will be more consumers in
coming years, with more disposable income to
spend at quick service restaurants. China and
India are prime locations for quick service
restaurants to build new restaurants and invest
their money. As we talked about in our micro
analysis, buyer power is high in the quick
service.
-4
-2
0
2
4
6
8
10
12
14
16
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2020
Comparing India & Chinas GDP Annual Growth Rate with the U.S.
China India U.S.
(World Bank, 2015)Table 4
16. 16
0
2
4
6
8
10
12
14
16
18
20
2010 2011 2012 2013 2014 2015
Comparing Interest Coverage Ratio
Mcdonalds Wendys Yum!
In 2013, Yum! Brands shares (YUM) declined
5%. And same-store sales declined 6% in
the final quarter of 2013. This had a
negative effect on the companies revenues
in 2013. Information was provided by CNN
Money.
Key Success #3
Continued
Another reason why these companies need to
take advantage of these new markets is
because they have enough brand value and
interest coverage for any debt they might gain
from expanding and opening new restaurants.
McDonald’s Corporation has had the leading
trend in interest coverage compared to
Wendy’s and Yum! Brands. Interest coverage is
a ratio that determines how easily a company
can pay interest expenses on outstanding debt.
As of 2015 McDonalds had an interest coverage
rate of 11.19. In recent years it has declined
slightly. Yum! Brands as of 2015 had an
interest coverage rate of 14.34, and has been
increasing since 2013. This is one of the
reasoning supporting why Yum! China has
begun to expand its business in the past couple
years.
Table 5 (Gurufocus) (wikinvests), 2015
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
17. Competitor #1:
Wendy’s
17
They have to maintain and build on the value
that they offer their consumers in order to
keep up with their competitors. Wendy’s also
has to make sure that their stakeholders are
satisfied with the strategy that they have in
place, as well as meeting the standards that
the stakeholders expect out of the company.
Wendy’s has to be careful they meet these
outside demands and standards in order to
keep up with the industry.
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
We chose Wendy’s as one of our key
competitors in the quick service restaurant
industry. We created a business model
canvas (see appendix C) explaining the key
elements of Wendy’s business structure.
This model assists in pointing out how
Wendy’s differs from the rest of the quick
service restaurant industry, as well as the
strategy they take to be successful within
the industry. Wendy’s partners with
organizations such as the U.S. Department
of Energy and the Heisman Trophy Trust to
initiate a positive influence on their
communities. They also utilize key
intellectual resources such as patents and
trade secrets to differentiate their brand and
product line from their competitors. Wendy’s
has specific value propositions that they
follow to bring the most value to their
consumers that they can. These
propositions include providing value menu
options such as the 4 for $4 and providing
nutritious options such as their black bean
burger. Wendy’s has been breaking down
customer segments and choosing to target
Millennials in advertisement since their
generation is growing into a larger portion
of the quick service restaurant market.
Wendy’s also franchise their restaurants in
order to maximize their revenue. These aspects
of their business model canvas help to
distinguish them from their competitors in the
quick service restaurant industry and give them
a strategy on how to maximize their success
within the industry.
The external environment of the industry has a
major effect on how Wendy’s strategizes and
operates. Wendy’s knows they must keep up
with the quality and service of their
competitors, but at the same time keep
themselves unique and stand out within the
industry. Wendy’s strategic capability has an
impact on them because they must utilize their
resources to the fullest in order to maximize
their success within the industry.
Kraft, 2014
18. Competitor #1: Wendy’s
18
Wendy’s is also expanding their sights globally and are placing a bigger focus on emerging
international markets. Wendy’s has over 6,500 restaurants worldwide in 29 different countries and
territories. In the upcoming future, Wendy’s is planning on expanding more into existing markets
around the world in order to raise the value of their brand and maintain success in the long run.
Wendy’s have been expanding with international franchising opportunities in order to bring the
Wendy’s brand into emerging markets around the globe. They provide the franchisees with the
tools and skills that they need to succeed in the quick service restaurant industry and to
successfully operate a Wendy’s business.
Wendy’s management team has made some recent changes in 2016. They appointed their Chief
Financial Officer Todd Penegor to CEO in May to replace Emil Brolick after his retirement. They also
hired Gunther Plosch to Chief Financial Officer to fill the void. One of Wendy’s chairmen Nelson
Peltz said “Todd’s strong leadership, operational expertise and great passion for Wendy’s will
benefit the brand and all of Wendy’s stakeholders.” (Maze, 2016). Wendy’s seem very pleased with
the direction that the new leadership is headed and have described this transition as “seamless”.
(Maze, 2016). In the end, with the new leaders of the company, Wendy’s seems very optimistic for
the future of their business.
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
19. 19
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
Competitor #2:
McDonald’s
McDonald’s is widely accepted as one of the
largest and most easily recognizable
franchises in the world. The reasoning
behind this, is because McDonald’s has
turned their company into a well oiled
machine. As of 2015, there were 36,525
restaurants and 1.9 million employees under
the McDonald’s name across the world.
The creative strategy that McDonald’s has
implemented is the use of the franchise and
franchisee. Of the 36,525 restaurants and
1.9 million employees, approximately 80%
of restaurants and approximately 1.5 million
employees belong to franchises. This
strategy allows for aspiring entrepreneurs to
start up their own McDonald’s franchise.
Because of this, the franchisee assumes a
majority of the liabilities that come with
owning a restaurant, as well as the
obligation to turn a profit. This allows the
McDonald’s corporation to overlook tens of
thousands of restaurants while not having to
intervene in a majority of them. McDonald’s
however is realistic with their business
operations, and will not hesitate to shut
down underperforming restaurants. As of
2015, approximately 700 restaurants closed
world wide. With that being said, McDonald’s
still ended up with 267 more restaurants in
2015 than in 2014. (Adl-Tabatabai 2016)
Of the 36,525 McDonald’s restaurants
worldwide, 14,259 were domestic to the US
with 22,266 in international markets. With
the US QSR markets already saturated with
competition, many have turned towards
overseas markets. With the rapid
expansion into international business,
McDonald’s has had to shape the feel and
taste that their restaurant offers in order to
better accommodate local traditions and
diet trends. McDonald’s changes the appeal
of their restaurant to fit local standards in
order to create a sense of comfortability
with the international chain. This is a very
important measure to take in order to beat
out the competition in countries that are
expected to have an economic explosion of
disposable income within the coming years.
India and China are two of the markets to
look forward to in the near future. A good
example of this is McDonald’s recognition of
a need for a more vegetarian based menu
in India, and their response was the
McPaneer, a cheese based sandwich.
The reason that McDonald’s has superior
brand recognition across the world in
comparison to the competition is its
service. McDonald’s service chain is crafted
for quick service from top-to-bottom. The
use of drive thru’s as well as numbered
combo meal menu’s with distinct menu
items was implemented with quick service
in mind. Due to this, families can feed
multiple children easily and businessmen
can get breakfast and coffee to go, all while
also offering the option to dine in for those
that would like to relax.
Countries with or without McDonald’s
Johnson, 2014
20. Competitor #2:
McDonalds
20
McDonald’s had been riding a steady
upwards trend for years, until going
stagnant during much of 2014 and
2015. On March 31st, 2015 McDonald’s
unveiled former British Corporate
Executive, Steve Easterbrook as CEO of
the company. Since his implementation,
Easterbrook has made a point of
revamping the company through a
variety of ways. First and foremost,
Easterbrook has pushed to reshuffle the
management team in order to open the
door to new ideas. Easterbrook holds
newly promoted U.S. Operations
president Chris Kempczinski in a high
regard, and has claimed he will bring a
"new level of convenience and
excitement to the restaurant
experience." (Watrous 2016).
Aside from changes within the
corporate make up of the company,
Easterbrook has played an important role
in changing the restaurants and the
service they provide. He has done this by
listening to the consumers. After years of
hearing the public moan for all-day
breakfast, Easterbrook made a strong
push to make that possible. Since its
implementation, same-store sales rose by
5.7% in the U.S. and 5% globally (La
Monica 2016). Easterbrook has also
identified the need to have value meal
options, as about a quarter of McDonald’s
consumers are value conscious (La Monica
2016). Because of this trend, McDonald’s
has pushed their McPick 2 for $2 menu
which allows the consumer to pick 2 items
off of the menu for $2. This is almost a
necessity for any QSR, given that
Wendy’s, Burger King and other
competitors are constantly unveiling new
value meals in order to keep competition
tight.
Google Finance, 2016
21. Competitor #3:
Yum! Brand
21
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
Yum! Brands Inc. is currently one of the most successful and largest restaurant companies in the
world. As of 2015, Yum! has 43,000 restaurants in 140 different countries and a revenue of $13
billion. This success thus far stems from having different restaurant brands in their company that
include KFC, Pizza Hut, and Taco Bell. Yum! Brands had 16,500 emerging markets worldwide as of
2015. Since 1997 to 2015, profits from countries outside the U.S. has increased from 20% to
65%. Yum! approximately opens six new restaurants per day globally. Yum! is still trying to
advance their global market, considering they have 2.5 restaurants per million people in the top
emerging markets compared to 57 restaurants per million in the U.S. They are taking their global
perspective to the next level by trying to relate and engage all restaurants to their brands in other
countries. This global expansion idea started in China, where there is a subsidiary brand of Yum!
called Yum! China. (See Appendix C). On September 2, 2016 it was released that founder of
Primavera, Dr. Fred Hu will become Yum China’s new non-executive chairman. Primavera a china-
based global private equity firm, and Ant Financial Services Group, a world leading online and
mobile financial service will be investing a sum of $460 million in Yum China. This investment is
expected to be completed on October 31, 2016. Yum China will trade on the New York Stock
Exchange, and as of November 1, 2016 will be under the ticket symbol “YUMC” as an independent
company. Dr. Fred Hu, also former chairman of Greater China at Goldman Sachs, is quoted
saying, “We have long admired the Yum China business and are looking forward to collaborating
with the board and management to realize the company’s full potential.” (Hu, 2016). With the
growth of the urban population throughout china, and this new investment from a company that
has supported other successful companies throughout their years, Yum! China will only continue to
grow and succeed.
Yum! Brand takes pride in their 1.5 million associates worldwide and stand tall to their beliefs they
embody throughout their company. Yum! Brands has many different qualities that makes them
different from other competitors. They take pride in diversity and trying to help others around the
globe. An example of this is Yum! Feed the World initiative. They make it one of their priorities to
make sure that countries in need are being fed and their efforts show with the $640 million raised
thus far. The Yum! Feed the World is just one of the many initiatives Yum! is associated with. (See
Appendix C).
Yum! really focuses on culture and how it can better their success throughout the competitive
market. Chief people officer Annie Byerlein is quoted saying “At Yum! our recognition culture is
what sets us apart from our competition.” (Byerlein, 2015). Yum! encourages not only a culture
that is diverse, but also brings energy, opportunity, and fun. They really believe that anyone of
any race, ethnicity, background can bring the right attitude and difference needed, if they have the
right credentials for the tasks of the company. They have different ways to reach these goals, for
example “How We Win Together”. This goal shows how it is important for everyone to know they
are an essential part of the company and also important for making the company thrive. These
different goals and strategies are just some of the few that Yum embodies in order to have a
copasetic atmosphere.
In order for Yum! to satisfy the different needs of their consumers they have globally, they pay
attention to the eating habits that differentiates between cultures. They also make sure to have
many different menu options to provide for a whole range of consumers. Nutrition is important to
Yum! and they want to make sure that consumers see their nutrition value throughout their menus
and they want consumers to make informed decisions when choosing what menu meal items they
would possibly want.
22. Competitor #3 Cont.
22
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
Yum! provides different programs for
those interested in the development of
franchisees. One program is the
Franchise Association’s MinorityFran
program. MinorityFran has many
different partnerships with leaders in
the community that then help franchise
prospects with the access of different
opportunities they might be interested
in. This first step is just one of many
that Yum! takes with their minority
organizations to ensure relationships
stay strong, and franchisee requests are
met.
Yum! is really listening to what their
consumers are saying and are trying to
cater to their needs. “As we expand our
menus, improving nutritional values,
while maintaining the great taste of our
food is also important to us.” (Yumcsr,
2015). Different ways Yum! is trying to
accomplish these goals is not only
offering balanced choices, but
eliminating or reducing unhealthy
ingredients in their food like trans fats,
sodium, and calories. (See Appendix C).
In order for Yum! to be credible for their
food they need a reliable, and effective
resource(s) to be able to take pride for
what they are selling. (See Appendix C).
Ultimately food safety is the number one
priority for all Yum! restaurants globally.
Yum! Brand makes sure to not only avoid
future problems, but ensures that
employees of their different food safety
policies and standards. (See Appendix
C). Consumers are imperative to any
quick service restaurant industry and
Yum! upholds not only the global
standards needed for a restaurant
industry, but as well for the consumers.
The graph below indicates in blue
where all Yum! Brand restaurants are
located as of 2015.
Yum!, 2015
Existing markets in the Yum! Company
23. Key Competitor
Scoring Matrix
23
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
Table 5
0.00
0.20
0.40
0.60
0.80
1.00
2011 2012 2013 2014 2015 2016
Comparative Stock Market Performance in
Dividends
McDonalds Wendys Yum! Brands
The reason that the key success factors are weighted accordingly is because as indicated in
Table 3 on page 13, 67.20% of people choose fast food because of the convenience. Wide
array of options for a wide range of consumers is weighted at 30% because although new
markets are essential, if different menu options aren’t offered for different people’s pallets,
then quick service restaurants would not succeed.
Key Success Factor Weight Raw Score Weighted Score Raw Score Weighted Score Raw Score Weighted Score
Wide array of options for the wide range of consumer
tastes
30% 8 2.4 9 2.7 10 3.0
Placing an emphasis on becoming accessible and
convenient for more consumers
50% 8 4 10 5.0 7 3.5
Capitalizing on new opportunities in emerging markets
20% 6 1.2 9 1.8 9 1.8
Totals 100% 7.6 9.5 8.3
Wendy's McDonald's Yum! Brands
Nasdaq, 2016
24. Conclusion
After constructing our research of the quick service restaurant industry, we have collected:
Trends, the industry’s segments, the industry's key competitors, and three key success factors.
The quick service restaurant industry is continuously expanding its locations worldwide and
gaining new consumers each day. These companies are especially focusing on India and China,
with consumers disposable income increasing, they are more likely to go to quick service
restaurants. The industry is competitive to other restaurant types because of its convenience,
affordable value, and providing a wide array of options to satisfy consumers tastes. We gathered
information and presented the information in PESTLE, Porter, and business canvas model
analysis’ to further explain our research. These analysis’ can be found starting on page 29. The
value meal concept has been one trend that every quick service restaurant business has
attempted to bring to their restaurants, in order to increase consumer satisfaction while still
making profits. One of the largest threats to the industry we have found has been newer types
of food chains that may take away consumers. One of these restaurant types is fast casual. Fast
casual restaurants offer healthier menu options which is what the consumers want in this
society. In the future, restaurants must connect more with social media which has become one
of the most popular trends of the digital era. QSR’s can use social media for promotions and
advertisements in order to better expose themselves to those of a younger demographic. Also,
quick service restaurants need to stay committed to keeping their customers by providing new
variety and value in order to gain customer loyalty.
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
24
25. References
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
25
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Hanks, Gerald. (2016) FDA regulations on fast food. Retrieved from:
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Hanly, Samantha. (2016) Rules for Employees at Restaurants. Retrieved from:
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IbisWorld(2015). Market share of leading brands in the United States fast food industry
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fast-food-bargain-battle-in-october-with-a-combination-value-meal-that-
includes-four-set-items-for-4-2
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McDonalds. (2016). Corporate McDonald’s Financial Reports. Retrieved from McDonalds’
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31. A: Political
The upcoming election has caused a rise
in concern not only from the business
owners of the food service industry, but
for consumers as well. Business owners
observe candidates throughout the
election process in order to better
understand which candidate or
candidates are more likely to either
make legislative changes in favor of the
business or, keep the status quo. Some
of the factors taken under consideration
include health initiatives, minimum
wage changes, health care among other
types of reform. Restaurant business
owners also have to worry about the
taxation that can rise, such as credit
card swipe fees. When the political
candidates start preaching about
different budget ideologies for the
country, consumers then start
becoming fearful for their own personal
budgets. This fear then would result in
consumers not willing to spend money
on the non-necessities, like the quick
service restaurant industry. A great
example of a benefit of legislative
change are menu mandates, which set
a certain bar of quality. As a result of
this, restaurants are pushing towards
healthier menu options, which can
include restaurants now using local
produce in their recipes as well, which is
great for the consumer. Also some
candidates exercise their belief in using
alternative energy as well as alternative
fuel suppliers. The whole restaurant
industry is at risk for major changes to
come in this coming election, that can
either help or tamper their now
comfortable ways of operating.
Social
Legal
Environmental
Technological
Political
Economic
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
One prominent discussion that has
been ongoing in current politics, is the
debate over whether or not to raise
minimum wage jobs, which includes
plenty of quick service restaurant jobs.
As of April, 2016 New York passed
legislation which will implement a $15
minimum wage for New York in 2018.
As of August 2016 Chris Christie, New
Jersey Governor vetoed a bill to raise
the minimum wage stating that it would
“would trigger an escalation of wages
that will make doing business in New
Jersey unaffordable.” (McGeehan
2016). This represents an ongoing
political battle that most businesses
would like to avoid. An increasingly
likely possibility is that when wages are
hiked, the industry could move towards
automating some positions in the
restaurants in order to keep costs low.
A1Figure 4
(DailyTech, 2014)
32. A: Economic
Given that the competition between
players in the quick service restaurant
industry is so intense, the economy is
always a major factor. Considering the
ease at which a consumer can replace
one quick service restaurant for the
next, companies are always fighting
with one another over value. The value
meal concept has been a staple in the
quick service restaurant industry and
has expanded rapidly recently, as
consumers are constantly searching for
a meal worth more than they are
paying. For example, on the fourth of
April 2016, Wendy’s revealed a 4 for 4$
value meal, which caused a chain
reaction of competitors attempting to
offer their best value meals.
McDonald’s and Burger King each
responded by each offering a 2 for $2
McPick deal and a 5 for $4 value meal
respectively (Riggs. Twist on combo
Meals). Another example of the rapidly
increasing demand in value meals is
the amount of increase in sales of value
meals between the year ending January
2015 and January 2016. According to
an article by Bonnie Riggs published by
Stagnate Partners Media, the amount
of hamburger based quick service
restaurant sales for value meals rose
approximately 110 Million up to 670
Million in the year ending January
2016. It seems like the value meals
have attracted more consumers from
their value meals they implemented.
Stock value has gone up from previous
years for quick service restaurants but
still have not surpassed the full service
restaurant industry
Political
Social
Legal
Environmental
Technological
Economic
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
A2
Whitehead, 2016
33. A: Social
The relationship between the quick service
restaurant industry and social influence is
immense. The main goal of quick service
restaurants is to always satisfy the
consumer, and one way the companies
interpret the wants of the prospective
consumer is through identifying social
trends. Through studying social trends,
quick service restaurants can attract
consumers through target marketing and
making changes to the menu or even the
look of the establishment. Another social
aspect that is very important to the growth
of the modern day quick service restaurant
industry is through social media. Social
media allows businesses to have a digital
presence, which resonates strongly with
those that fall into the younger
demographic. Through constant reminder
and exposure to a company's digital
presence on social media, potential
consumers become more likely to consider
trying that brand when they drive past their
local franchise the next time. For example,
as of August 2016 KFC has unleashed a
fried chicken-eating filter on popular social
media platform snapchat. Alongside this
marketing project, KFC also released 3,000
free bottles of fried chicken scented
sunscreen which “sold out” almost instantly.
Due to the almost instant sell out of
product, KFC did another release of 3,000
bottles a few weeks later, which also were
gone within the hour. This scheme is an
excellent example of the lengths that
companies have to go to in order to attract
the next consumer, sometimes going so far
out of the food industry that you end up in
the sunscreen industry.
Political
Economic
Legal
Environmental
Technological
Social
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A3Chiara, 2014Figure 6
34. A: Technology
Technology is shaping the quick
service restaurant industry,
whether it be through online
ordering or paying for your meal
from a tablet stationed at each
table. Integrating technology into
the quick service restaurant
industry is transforming the way
that people eat. Kiosks that take
customers orders are cutting down
labor costs for restaurants.
Companies are also using
computers to automatically reorder
certain ingredients when the
inventory is getting low. Even
company executives are receiving
information automatically from the
restaurants to determine what
future moves to make or trends
that are arising. Technology has
also been a cause for increased
brand exposure to younger
children who watch television and
frequently use the internet through
video advertising.
Restaurants are also turning to
Facebook to increase sales.
Customers can order through
Facebook making their experience
that much easier. Sit down
restaurants are offering tablets at
each table that customers can pay
their bill from. This cuts out the
need for the waitress to take your
card elsewhere. Everything can be
done within the reach of your seat.
This creates faster service because
the customer doesn’t have to wait
for the waitress to run their card.
Quick service restaurants are
adding in digital menu boards to
the drive thru, because they can
change at an instant with any
promotion or special deal that the
establishment wants to run for
only a short time.
Political
Economic
Social
Legal
Environmental
Technological
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A4
Table 6
35. A: Legal
Environmental
Political
Economic
Social
Technological
LegalLegal
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
A5
The U.S. Food and Drug Administration is a
federal agency that regulates the quick
service restaurant industry. Quick service
restaurant workers must complete a course
on proper food handling and know how to
recognize what causes major foodborne
illnesses. Food preparation must be taken
seriously as well. Surfaces must be cleaned
thoroughly to prevent bacteria from
forming and contaminating the food.
Leftovers must be refrigerated immediately.
Temperature, humidity, and barometric
pressure must be monitored closely. With
increasing worry about healthy eating, the
FDA has made regulations that state that
restaurants must display their nutritional
information for the public to see.
The FDA also regulates the employees.
Employees must wear closed toed shoes to
prevent injury if a knife were to fall. The
shoes also have to be non-slip because of
the hazard of wet floors. Employees are
expected to have their hair pulled back to
prevent contamination in the food. They are
required to wash their hands regularly,
between tasks, and after using the
bathrooms. Each individual has a unique
policies regarding customer service.
Restaurant employees also must
communicate together to ensure efficient
and stress free service for the customers.
The Fair Labor Standards Act (FLSA) is the
primary act that regulates labor laws federally.
States may also make labor laws that take
precedent over the federal laws, if they are
stricter. Restaurants undergo safety and health
inspections to ensure the rules are being
followed. The FLSA states that there must be a
minimum wage. The minimum wage is lower for
workers who receive at least $30 in tips a
month. Employees cannot work without getting
paid.
Employees who earn their salary by the hour
can only work 40 hours a week before getting
paid overtime. Corporate and executive
officials are exempt from this rule because
they are typically paid on a salary basis, not
by the hour. Children cannot work in
restaurants until they are 14, but even at that
age, the regulations are extremely strict. The
individual can only work for no more than 3
hours a day. At the ages of 15 and 16, the
employee can then work no more than eight
hours each day during a week in which they
also have school. On weeks when they are not
attending school, they can work no more than
40 hours a week. Safety is also a big concern
in the quick service restaurant industry.
Establishments cannot deliberately put their
workers or customers in harm's way and are
subject to submitting regular safety
inspections.
36. A: Environmental
Environmental
Political
Economic
Social
Technological
Legal
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
The animal farming industry is the raising and slaughtering of commonly consumed
animals for their meat products among other uses. Animal farms produce plenty of
waste and traditionally farmers have used the waste as fertilizer for their land.
However, there is so much excess waste that farmers are having a hard time figuring
out what to do with it. Excess waste and synthetic fertilizers that don’t get absorbed
into the earth get washed away by rain and pollute nearby streams and waterways. As
insects become more immune to the chemicals being used on the crops, scientists are
coming up with more toxic chemicals to use. Antibiotics that were administered to the
animals are found on bugs. More than half the greenhouse emissions are caused by animal
A6
Tech Insider, 2015
agriculture. Methane, which is produced by cows, is depleting
the ozone layer. An Irish research group conducted a study that
stated that 90% of methane emissions from cows comes from
belching. Cows produce between 80kg to 100kg of methane a
year.
There is currently 269,000 tons of food and beverage packaging
floating around in the ocean. If the United States were to recycle
all of the recyclable material instead of throw it away, it would
be worth $11.4 billion. The fastest growing type of packaging is
plastic packaging, which gets recycled less than 14% of the
time. The United States is struggling to catch up to other
developed nations and their recycling habits. A major issue
behind the united states not recycling as much as the rest of the
world is that most establishments don’t have recycling bins
system wide. Food companies in Europe are in charge of the
packaging that they create. They pay for the collection of their
packaging trash in Europe but refuse to do so in the United
States.
Table 7
37. B: Threat of New Entry
In the quick service restaurant industry, there is a moderate threat of new entrants. The
emergence of new competition in the market only hurts the already existing restaurants in the
industry. New entrants take consumers away from the other restaurants causing a threat to
them. The fact that there is a low substitution cost to switch to another restaurant hurts the
companies because it gives the consumers many options to pick from. This factor is a strong
threat to the quick service restaurants.
However, it is very hard for a brand to get started in this industry. It takes a lot of time and
money to be able to build a brand to compete with the likes of McDonalds, Burger King, and
Wendy’s, etc. This makes it hard for these new entrants to compete with the already existing
brands in the industry. This weakens the threat that new entrants impose on the current
industry.
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
Competitive
Rivalry
Supplier
Power
Buyer
Power
Threat
of New
Entry
Threat of
Substi-
tution
However, the threat of new entry is still moderate, because of the low cost of substitution that
can drive consumers to newer, smaller restaurants in the quick service restaurant industry.
Although it is tough to enter the industry, the rising amount of choices given to the consumers
poise a threat to the already existing companies in the quick service restaurant industry.
B1
38. Competitive
Rivalry
Supplier
Power
Buyer
Power
Threat
of New
Entry
Threat of
Substi-
tution
B: Buyer Power
The power of the consumer in the quick service restaurant industry can be very high. Since the
fast food market is highly saturated, consumers can easily choose between various restaurants
at just about any time. They can also avoid certain places if they have had bad experiences or if
they do not like their menu. This saturation puts a lot of power in the consumer's hands, and
quick service restaurants need to come up with ways to combat this power.
Another factor that puts power into the consumer's hands is the large amount of substitutes to
the fast food industry. Consumers have options such as fast casual restaurants, better burger
spots, local bakeries, and also cooking their own meals as substitutes to fast food. Some ways
that quick service restaurants can combat this power is by forming customer loyalty with the
consumers and by keeping up with current market trends. Keeping up with the market trends
can help keep your customer base from going to other restaurants that offer the same type of
item that is trending. The main way that these restaurants can improve customer loyalty is by
improving their products and keeping them up to their customers’ standards. These are the
factors that contribute to the strong force of buyer power in the quick service restaurant
industry.
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
B2
39. B: Threat of Substitution
The threat of substitution in the quick service restaurant industry is very strong. The consumer
has a lot of different options and can easily switch from one restaurant to another. They also
have the option of eating at home or dining at a restaurant outside of the quick service industry.
Consumers have so many options outside of fast food and many of them offer similar items that
the fast food restaurants offer. This means that the quick service restaurants have to keep their
food and service up to par with the consumers’ preferences, or else they will lose their
customers to these outside competitors.
The quick service restaurants have to constantly update their menu to meet the consumer's
standards, and make sure they’re keeping their product at a quality that the consumers enjoy.
By doing this, they keep their customer base loyal and returning as frequent customers. If the
company can keep their customers loyal, then the threat of substitution reduces and increases
the difficulty for new firms to enter.
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
Competitive
Rivalry
Buyer
Power
Threat
of New
Entry
Threat of
Substi-
tution
Supplier
Power
In the end, the threat of substitution is a major threat to the firms in the quick service
restaurant industry. Consumers hold a great amount of power to choose where they eat, which
creates this threat. The best way these companies can fight this threat is by making sure their
customers are satisfied and want to come back.
B3
40. B: Supplier Power
The suppliers in the quick service restaurant industry hold a very minimal amount of power. This
gives the fast food restaurants a key advantage because the suppliers do not have much room to
bargain for a higher price. The quick service restaurants can simply choose a different supplier at a
lower price if one supplier is asking too high of a price. The suppliers normally do not have any
control over distribution, so the restaurants can choose their suppliers freely. Also, there is a large
supply of the main resources and ingredients that these restaurants need, which gives the
restaurant another key advantage and reduces the power of the suppliers. In the end, suppliers
hold little to no power in the quick service restaurant industry, which benefits these restaurants
greatly.
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
Competitive
Rivalry
Supplier
Power
Buyer
Power
Threat
of New
Entry
Threat of
Substi-
tution
B: Competitive Rivalry
Competitive rivalry is a very strong force in the quick service restaurant industry. Due to the large
amount of fast food restaurants, there is a very high amount of competition within the industry.
Also, the large amount of substitutes to the fast food industry creates an even stronger force of
competition for these restaurants. Since consumers can easily pick and choose where they eat, the
restaurants make sure they do their best to keep customers satisfied and coming back as frequent
customers. The competitiveness of the industry forces fast food restaurants to advertise and market
their brand heavily in order to entice consumers and bring them into their restaurants. This makes
the factor of competitive rivalry one of the strongest forces in the quick service restaurant industry.
B4
41. C1
Wendy’s has a number of key partners that they do business with and carry out relations with. One
of these partners is the U.S. Department of Energy. Wendy’s partnered with them to join their
Better Buildings Challenge, which is a program set up to reduce their use of energy and help save
our environment. Another partner of Wendy’s is the Heisman Trophy Trust. This partnership works
to give out the Wendy’s High School Heisman Award with the focus of supporting education and the
youth in America. Wendy’s also partners with the Dave Thomas Foundation for Adoption which
helps foster kids find permanent homes. All of these partnerships are ways that Wendy's gives back
to their communities and assist in helping those in need.
Wendy’s participates in various key activities that contribute to the success of the company. These
activities include preparing quick and quality meals for the consumers, advertising, providing
customer service, and helping out in the community. They must prepare quick and quality meals in
order to keep the consumer satisfied. Wendy’s uses advertising to get recognized and to bring
consumers into their restaurants. Providing good customer service allows consumers to feel like a
priority and gives them a better experience at the restaurant. Lastly, Wendy’s often helps out in
their communities in order to make a difference and help youth in education and adoption
programs. These are some of the key activities that Wendy’s does in order to be successful.
Wendy’s relies on a number of key resources that allow them to serve their product to consumers.
These resources include the food ingredients, the Wendy’s employees, the kitchen equipment, and
even the buildings that Wendy’s operates in. All of these resources are very important in the
process of preparing and serving quality food for the consumers. The employees need the
ingredients and equipment in order to prepare the product, so Wendy’s relies on all of these
resources heavily. Another type of resource that Wendy’s utilizes is the use of patents, trademarks,
and trade secrets. These are intellectual resources that include things like recipes, logos, and
business methods that they use to create their product and brand. These are the main key
resources that Wendy’s uses in order to create their products.
Wendy’s value propositions are the things that they do to bring value to their consumers. Some of
their value propositions include quick service, value menu options, quality food, and nutritious
options. Providing quick service for their consumers is a value proposition because it is a
convenience for the consumer to be able to order and get their food in a short amount of time.
Wendy’s value menu options such as the 4 for $4 are a value proposition because they provide
consumers with the option of receiving a good amount of food for a relatively low price. Providing
quality food and nutritious options are a value proposition because consumers have different
standards for what they expect out of a quick service restaurant experience. Therefore, providing
nutritious options gives the consumers with high nutritious standards options that they desire.
Also, providing all of their products with quality can assure that the consumers value Wendy’s
products. These are some of the value propositions that Wendy’s provides to their consumers.
Wendy’s focuses on keeping good relations with their customers in order to keep consumers loyal
to them and to be as successful as possible. It was reported that consumers who engage with a
brand spend 20-40 percent more on their products. Some of the ways that Wendy’s works to keep
good customer relations are maintaining quick and efficient service, and by utilizing social media
and their company’s website. Maintaining quick and efficient service can assist in keeping good
customer relationships because consumers can go to a Wendy’s restaurant and know they will get
their food quickly and be treated respectfully by the employees. Utilizing their website and social
media accounts creates better relationships because consumers can interact with their social media
and also go there if they have any questions or concerns about them. Their website is also a great
place for consumers to go to if they have questions or are seeking to know more about Wendy’s.
C: Wendy’s Appendix
Key Partners
Key Activities
Key Resources
Value Propositions
Customer Relationships
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
42. C: Wendy’s Appendix Cont.
C2
Customer segments are a very important factor for a company. They serve to show which
demographics of people the company should target selling to and to determine where to allocate
their resources. Wendy’s sets up their customer segments to span across multiple generations of
consumers. It was reported that the baby boomer generation accounted for 33% of quick service
restaurant visits and Millennials accounted for 25% of the visits. Wendy’s has responded to this by
advertising and targeting these different segments in different ways. They set their sights on
targeting Millennials in digital marketing areas such as social media and YouTube advertisements.
This focus on Millennials has not had a downward effect on the baby boomers because many of
them are already set in their eating habits. Those are some of the ways that Wendy’s utilizes
customer segments.
Customer Segments
Channels
Wendy’s has a variety of different channels that they utilize to reach their consumers. Some of the
channels that they use include TV and other advertisements, internet and social media presence,
and their actual business locations. Wendy’s advertisements are a key channel for them because it
lets the consumer know what they offer and entices the consumers into wanting their products.
Internet and social media presence is another key channel for them because it allows a more
interactive experience for the consumer to get to know the products. The physical Wendy’s locations
may be the most important channel. They are where the actual business takes place and ultimately
is where the consumers make their personal opinions of Wendy’s products. Those are some of the
main channels that Wendy’s uses to reach their consumer market.
Wendy’s has a cost structure to determine their expenses and keep track of what they spend money
on. Some of the main expenses in Wendy’s cost structure are the costs of labor, ingredients,
equipment, advertisement and marketing expenses, and utilities expenses. Wendy’s must keep
these expenses in mind when conducting business. It is important for companies to be aware of the
outflows of cash and not just the inflows. Those are some of the main expenses in Wendy’s cost
structure.
Cost Structure
Revenue streams are all of the different ways that a company brings in money. Some of Wendy’s
main revenue streams are selling food and merchandise, and franchising. Every time Wendy’s
makes a sale they bring more revenue into the company. Wendy’s also brings in revenue by
franchising their restaurants. Wendy’s receives fees from the owners of the franchise, as well as
getting a percentage of the gross sales that the restaurant generates. Those are some of the main
revenue streams that Wendy’s has to bring in money.
Revenue Streams
Key Takeaways
After completing the business model canvas for Wendy’s I came away with a number of key
takeaways. While completing my analysis, I was surprised by how much goes into running a
company like Wendy’s. I realized how important it is for companies to worry about their inflow and
outflow of capital by utilizing their revenue streams and cost structure. I also learned how important
it is for companies to utilize different channels to reach different customer segments and create
better customer relationships. Another key takeaway is how important a company’s value
proposition is. It is one of the most important aspects for a company because it explains how a
company provides value to the consumer. If a company fails to provide sufficient value to the
consumers, then all of the other aspects are affected. Those are the main aspects that I took away
from completing the business model canvas.
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
43. C3
Customer Segments
Key Resources
Key Activities
Value Propositions
Key Partners
McDonald’s has two major key activities that contribute to their success. The first is their emphasis
on marketing towards a wide variety of potential consumers. McDonald’s other main focus is
providing a quality meal in a timely fashion to each consumer.
McDonalds has many highly respected partners in various fields. With partners such as the NAACP,
AAJC and the Wounded Warrior Project among others, McDonald’s has established itself as a
respected organization. Other key partners include: National urban League, National Council of La
Raza, Catalyst, OCA (Organization of Chinese Americans), Hispanic Association for Corporate
responsibility, Executive Leadership Council, American Indian Scholarship fund, Asian Pacific
Islander American Scholarship fund, U.S. Business Leadership Network, LULAC (League of united
Latin american Citizens), Asian Pacific, Institute for Congressional Studies (APAICS), Congressional
Black Caucus, Congressional Hispanic Caucus
McDonald’s is one of the most resource rich quick service restaurants around the world. McDonald’s
physical resources includes 36,525 restaurants and approximately 1.9 M employees worldwide as of
2015. Aside from tangible resources, McDonald’s also has several pieces of intellectual property,
which include logo trademarking rights, copyrighting and trade secrets which include secret recipes.
The McDonald’s brand has a few value prepositions that help distinguish it from competitors. First
and foremost, McDonald’s offers quick and convenient meals. McDonald’s is also excellent at
anticipating consumer desires, and contorting portions of their menu in order to appease these
desires. However, McDonald’s also keeps a majority of their menu tried and tested items that are
distinct to McDonalds. By keeping a traditional menu while changing a few items in order to keep up
with trends, McDonald’s is capable of catering to various types of consumers while not upsetting
returning consumers by removing staples of the McDonald’s menu.
Channels
Customer Relationships
Revenue Streams
McDonald’s wide range of menu items allows for a very wide range of consumers. McDonald’s
targets children, adults, families and businessmen. The emphasis on convenience is more often
than not, the deciding factor for where to get food. For example, a family car full of kids can pull
through the drive thru, order the #7 meal and be on their way. Another example, is the
businessman/woman type who is always in a rush. The breakfast and coffee options are both very
convenient for ‘to-go’ customers who are in a hurry.
McDonald’s distribution channels include the stores themselves, the McDonald’s mobile app and
postmates.com which delivers the food for you. The McDonald’s brand itself is marketed through
the use of television, computer, and radio advertisement.
McDonald’s revenue streams are composed of food and coffee sales, as well as franchises.
Franchising is the allowance of a franchisee to use the McDonald’s brand in exchange for a set
portion of the franchise’s revenue. This is a very important aspect to the McDonald’s strategy, as
approximately 80% of all McDonald’s are franchised.
International Strategy
McDonald’s is commonly accepted as one of the best when it comes to providing the consumer with
a product they actually want. This strategy is no different in international settings. While
McDonald’s keeps a core part of the menu intact, they also use menu items that fit in with local
diet trends. For example, McDonald’s Germany offers beer and rice side dishes in China.
McDonald’s India offers a widely vegetarian menu, while not exclusively vegetarian.
C: McDonald’s Appendix
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
McDonald’s is focused on using consumer feedback in order to better improve every aspect of the
company, whether it be employee service or the quality of the food itself. McDonald’s uses Astute
Solutions CRM systems in order to better identify the restaurants satisfaction levels in comparison
to competitiors.
44. C: McDonald’s Appendix Con
C4
Cost Structure
McDonalds has a cost structure that is primarily composed of 4 main groups. These groups consist
of: Food and paper products, payroll, fixed assets and advertising. Food and paper products
compose of the largest group of expenses, as they are all food products as well as napkins, cups,
straws, etc. Payroll is the payment of wages to all employees. The money that goes towards fixed
assets is made up of property, buildings, equipment, rent and depreciation towards these things.
Advertising is a major expense for McDonald’s, as one of the largest brands in the world.
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
45. C: Yum! Brand Appendix
C5
Key Activities
Yum! emphasizes the quick service they offer and the quality of their food as to why they succeed.
What Yum! really takes pride in is their Feed the World initiative and their creation of World Hunger
Relief. World Hunger Relief is a global program tackles the growing hunger problem by using
fundraising and volunteerism. On average the World Hunger Relief program on average 80 million
people in 150 different countries. How the Yum! restaurants take part in this program is by using
their restaurants as a platform for awareness. They use print and online advertisements, public
service announcements, and broadcasting to just name a few. Not only did Yum! start the World
Hunger Relief program for global hunger relief, but also Harvest Food donation program for the U.S.
The Harvest Food donation program contributes annually seven million pounds of food to 3,000
different non-profit organizations. Solving world hunger as much as they can be just one of the
charitable activities that Yum! partakes in.
Key Partners
Yum! Has many different associated partnerships throughout it’s company. One for example is the
foodservice forum (WFF), which promotes personal and professional growth in the foodservice
industry. They also have many partnerships with wide ranges of colleges and other institutions,
including the National Hispanic and Black MBA Association, and Consortium for Graduate Study in
Management. Yum! also supports the Human Rights Campaign, which helps LGBTQ people ensure
that their rights are not violated.
Key Resources
Yum! uses many different sources to receive their products needed in their restaurants. One
partnership that helps with their U.S sourcing of products is Restaurant Supply Chain Solutions.
They manage more than $6 billion for Yum! on not just food but also packaging, equipment, and
other non-food items They also have a set supplier code of conduct made for their different
restaurants. This supplier code of conduct has different expectations made for their suppliers and
subcontractors. These expectations include proper working hours and conditions, non-
discrimination, child labor, and forced or indentured labor. There are also unannounced
assessments of inspections to ensure that their expectations of the company are being met at all
times. Yum! also makes sure to have reliable sources but also make sure they use ethical ways
when dealing with their food. For example, when dealing with animals Yum! works closely with the
Animal Welfare Advisory Council and follows their guidelines. Yum! suppliers are expected to handle
their animals in a humane manner. Yum! is very knowledgeable with the standards needed when
dealing with animals, but they also go out of their way to receive external consultation just to make
sure that they have all information needed. Yum! also makes sure to use care with their produce.
The produce suppliers have to be approved before they are sent out and also have to meet the
Yum! Brands audit standards. Keeping up to date with these food standards is essential and Yum!
makes it their priority to not only meet these standards but exceed them.
Value Propositions
Promotions has been one of the many ways quick service restaurants try to bring in different
consumers. Yum!’s different restaurants are included in this type of marketing. They have their
restaurants offer different menu items in a bundle, for a cheaper price then buying the items
individually. Having three different brands within Yum! gives them different opportunities to try
different tactics. Each brand offers different combo meals. For example, KFC has a $20 Fill Me Up
Bucket, that offers different menu items for $20. Pizza Hut offers the Big Fall bundle which includes
two large toppings pizza and breadsticks. Lastly, Taco Bell offers a quesarito box for five dollars
that includes a medium drink, a quesarito, nacho cheese Doritos locos tacos, and a crunchy taco.
These are just some of the different examples of combo meals being offered at the different brands.
Yum! is also an advocate for using healthier ingredients throughout all of their different
restaurants. They are so committed to improving their nutrition that they hired a Chief Global
Nutrition Officer in 2012. The appointed officer reports directly to the CEO, informing them the
different strategies that can be used to improve their menu items any way they can. Reducing
sodium started in 2007 throughout the three different restaurants. Not only does Yum! want to
expand their menu items but also promotes to their consumers to use daily exercise in their
lifestyles. Yum! tries to provide healthier options, without removing the ingredients that make
consumers coming back for more. Yum! strives to do what is best for their consumers and for their
employees. Their current strategies are showing to be successful.
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices
46. C6
International Strategy
As of 2015 Yum! Brand recently expanded in a global perspective and decided to start up Yum!
China. They decided to expand because Yum! Brands is the leading retail developer in China, with
about 7,200 restaurants in 1,100 different cities. Yum! China makes a point to serve the local taste
preferences of the Chinese culture. For resourcing purposes, in China they have their own supply
chain system called The China Division which provides Yum! Restaurants China over 500 different
suppliers of products and services. Yum! China is no different from Yum! when dealing with their
management styles, and only wanting what’s best for their consumers.
Cost Structure
In order for Yum! to receive money, they need to be willing to spend money. Like many other quick
service restaurants, Yum! spends money on ingredients, different products needed in the
restaurants, equipment, and the labor in order for the restaurants to run successfully. They also
spend money on different advertisements. Every year Yum! brand restaurants make commercials
that they believe will help bring in more consumers. KFC always mentions “It’s finger licking good”,
Taco Bell’s motto is “Live Mas”, and Pizza Hut has their own Flavor of Now menu. Yum! has been
effective with their spending habits ensuring that their revenue is more than the money they spend.
Customer Segments
Taco Bell’s target market is millennial in their 20s and early 30s. Taco Bell recently took the kids
menu out of their stores because they realized that families were not their #1 demographic. By
combining popular tastes together, such as Doritos and their already loved tacos, it creates a new
favorite among young adults. Pizza Hut also targets younger markets with its extensive use of social
media. Some platforms that Pizza Hut is active on are Facebook and Twitter. KFC targets both young
people with their Famous Bowls but they also target families with items such as the Bucket Meals.
Channels
Yum! goes down many avenues to reach its consumers. Social media is a big way in which they
reach their fans. They also advertise on TV, especially during the Super Bowl. Taco Bell released
their commercial on Facebook and it received over 10 million shares. They also take advantage of
online ordering to make eating out more convenient and less of a hassle in everyday life.
Revenue Streams
Yum! has been very successful throughout their years. Their different menu items have brought in
their revenue. Their marketing strategies have seemed to work, as their still is a significant amount
of inflow cash from their consumers. They also receive a portion of the sales received at the
different franchisee across the world. Yum! sells their brand rights to different owners of their
different franchisee’s and then receive money from the different fees to run those franchisees. Yum!
would have to do something drastic in order for them to lose their current revenue stream they are
now getting.
Customer Relationships
Yum! Brands want more of a relationship with their consumers than just handling their food. Each
restaurant brand has different programs they offer that makes them connect with more consumers.
These programs include the Live Mas scholarship offered from Taco Bell, the KFC Family Fund, and
Pizza Hut’s U.S. BookIt Program. These are just some of the programs offered throughout the
different Yum! Brand restaurants. Consumers are very important to Yum! and they like to start
these different programs in hope of gaining loyalty from more consumers.
C: Yum! Brand Appendix
Introduction|BusinessEnvironment|KeySuccessFactors|CompanyAnalysis|Conclusion|References|Appendices