The document discusses frameworks for testing the viability, feasibility, and desirability of new products or services. It explains that for a solution to be successful, it must balance all three criteria. Viability means it must be financially sustainable. Feasibility means it can realistically be implemented. Desirability means customers want it. Several quick service restaurant brands are then analyzed against these three criteria, with details provided on their revenues, growth strategies, and focus on quality ingredients and customized customer experiences. The document concludes by noting that a tea brand's logo, mascot, and menu may lack desirability and not effectively target millennial customers.

1. Brand/visual language
Brand Auditing: 086/2021
QSR brands: A fast food restaurant, also
known as a quick service restaurant (QSR)
within the industry, is a specific type of
restaurant that serves fast food cuisine.
Brand Auditing: 086/2021

2. Brand/visual language
Brand Auditing: 086/2021
In order to run a successful
business, we have to create
something that is...
Viability Feasibility
Desirability
Desirable
(people want it)
Feasible
(we can actually do it)
Viable
(we don’t go broke)
It is always a challenge coming up with innovative
products and services that become successful in a
given market. Many organizations spend billions of
dollars on product research and development every
year. A good number of studies show that 40-50%
of those investments are wasted on new products/
services that get dropped due to poor results.
At Brand/visual language, we apply a framework to test
the likelihood of a product/service solution becoming
successful.
The chances of a product/service successful depend
on balancing all three criteria:
Desirability - Customers need to desire a solution.
Feasibility - It must be feasible to implement the
solution.
Viability - have a viable business case that works out
financially.

4. Brand/visual language
Brand Auditing: 086/2021
Customised taste,
integrated technology
with annual revenue
of $6 billion
Company Owned and Company-
operated outlets to keep quality
in check . Customized taste and
integrated technology and now has
a total of 2622 outlets
Fresh food, real ingredients,
real purpose, real flavor, and
sustainability
Viability Feasibility
Desirability

5. Brand/visual language
Brand Auditing: 086/2021
Viability Feasibility
Desirability
- Being Real Means... 53
ingredients
- Real is better.
- Chipotle was born of the radical belief that
there is a connection between how food is
raised and prepared, and how it tastes.
- One meal might not change the world,
but the way we make it might.
Chipotle’s market Capitalisation
is $37.44 billion dollars

6. Brand/visual language
Brand Auditing: 086/2021
Brand Prism: Concept for describing a brand’s identity through its characteristics

7. Brand/visual language
Brand Auditing: 086/2021
Viability Feasibility
Desirability
Fast food with fine dine
mentality resulting in
sophistication and $523
million in revenue
Every outlet of Shake
Shack is made to suit their
neighborhood and now has
close to 274 outlets in total
Serving delicious burgers, hot dogs,
custard, shakes, wines, and beer as
an instant neighborhood fix
Using quality Ingredients

8. Brand/visual language
Brand Auditing: 086/2021
Viability Feasibility
Desirability
Shake Shack’s market
Capitalisation is $3.446 billion
dollars
- That means carefully sourced
premium ingredients from like-
minded purveyors we admire
and love; thoughtful, well-
crafted and responsible design
for its place
- ALL our meat is antibiotic
and hormone free
- Our burgers are made
with 100% Angus beef that’s
humanely raised, vegetarian
fed, and source verified.
- The cart was quite the success, with Shack
fans lined up daily for three summers.
- This modern day “roadside” burger stand
serves up the most delicious burgers, hot
dogs, frozen custard, shakes, beer, wine and
more.
- An instant neighborhood fixture.

9. Brand/visual language
Brand Auditing: 086/2021
Brand Prism: Concept for describing a brand’s identity through its characteristics

10. Brand/visual language
Brand Auditing: 086/2021
Serves fresh, affordable
made to order sandwiches.
Provide high-quality services
and nutritious food
Viability Feasibility
Desirability
They have been
crossing 11 billion
dollars in revenue
annually
Franchising with remarkable
growth they are now present
across 44000 locations across
the globe

11. Brand/visual language
Brand Auditing: 086/2021
Viability Feasibility
Desirability
- Keep operating costs
low and ensure you have
great systems in place, and
never stop improving.
- They began franchising,
launching the SUBWAY
brand into a period of
remarkable growth that
continues to this day.
- Today, the SUBWAY
brand is the world’s largest
submarine sandwich chain
with more than 44,000
locations worldwide.
- Served fresh
- Affordable
- Made to order sandwiches
- Always provide exceptional service
- Highest quality menu items at a price
everyone can afford and enjoy
- Choice for people seeking quick, nutritious
meals that the whole family can enjoy.

12. Brand/visual language
Brand Auditing: 086/2021
Brand Prism: Concept for describing a brand’s identity through its characteristics

14. Brand/visual language
Brand Auditing: 086/2021
Viability Feasibility
Desirability
Viability - ?
Catering to the Millenials by
serving them Teas, Momos, and
Noodles through franchising in
16+ cities
Desirability -
Disconnect with the
Millenials in terms of
desirability

15. Brand/visual language
Brand Auditing: 086/2021
The paw (foot & food) as a
logo does not go with the
semiotics for a food brand
The cartoonist’s tiger is a misfit
to attract the attention of the
millennials since they are mature
and have evolved taste