Business Strategy

1. CHICKING FRIED CHICKEN
Presented by
Group 3

3. About ChicKing Fried Chicken
• ChicKing is a rapidly growing fast-food chain
in the region, specializing in serving the
tastiest crumb fried chicken using a secret
recipe which includes a unique blend of the
choicest herbs and spices serving Real
Recipe, Real Taste, Real Fried Chicken
since the year 2000.

4. ChicKing, established as Al Bayan Foods, a part of
the highly reputable and renowned Dubai based Al
Bayan Group of Companies & a registered
trademark of Banquet Foods International, RAK-FZE,
UAE.

5. History
ChicKing having expanded its operations across
different continents apart from been present across
UAE, has won the hearts of people across different
countries including Oman, Saudi Arabia, Kuwait,
Bahrain, Singapore, Malaysia and India. It has been
precisely this single minded focus of 'Quality
Matching Reach' that makes ChicKing fried
chicken simply irresistible and a deliciously
memorable brand for different age groups across
the world.

6. Products
Our menu features a wide variety of meals
including spicy and regular fried chicken, strips
(boneless delight), supreme burgers like Fish
Crunchy & Mexi-Crunchy, Mexican Wrap,
energetic Coleslaw, and our own exclusive Chick-pop
- the ultimate mouth-watering offering!

7. BASED ON TYPES OF
CUSTOMER
Based on types of Customer and Wants
ChicKing provides many services like…
INDIVIDUAL MEAL
FAMILY PACKS
HAPPY KIDS MEAL
VARIETY MIX
ROYAL MEALS etc….

8. INDIVIDUAL MEAL
This mainly deals with Individual dishes which
are affordable by an Individual with quality
stuff.

9. FAMILY PACKS
Family packs are available In different Prices
and different quantity and different quality at
different aroma spicy tastes…

10. HAPPY KIDS MEAL
The product is mainly focused on Kids…
company has targeted Kids and company is
successful in fulfilling their needs….

11. VARIETY MIX
This is an offer by the ChicKings for the
customer to select Variety stuff according to
Customer Wants…. Customer can benefitted
from this

13. SWOT ANALYSIS
STRENGTH
Fourth Best Global Brand In Fast
Food Industry in terms of Quality.
Real Spices and Herbs are used
Strong Position in Asia

14. WEAKNESSES
Lack of Strong Marketing efforts.
Lack of Publicity through Medias.
High Employee Turnover

15. OPPORTUNITIES
Increase Demand for healthier food
Home Delivery Available
Introducing new products

16. THREATS
Saturated Fast food Markets in the
developed nations.
Trend towards healthy eating
Reputed and Local Fast food restaurant
chains
Difficulty in emerging in developing nations

17. Core Strategy
Innovative Menu & Brand
Our menu features a wide variety of meals
including spicy and regular fried chicken, strips,
supreme burgers like Fish Crunchy & our
exclusive Chick – pop the ultimate mouth
watering offering.

19. Inviting Atmosphere
• The primary objective kept in mind for the
interiors of our restaurants is to project a
healthy dining experience for families with
vibrant colors and décor.

21. Thank you