2. How big is fast food industry?
โข Globally, fast food generates revenue of
over $570 billion
โข Quick Service Restaurants (QSR)
โข This segment accounts for more than 50% of
sales in the entire restaurant sector
3.
4. STP in QSR INDUSTRY
โข Segmentation โ
โข Family treat
โข Nice and easy
โข Meeting place
โข Targeting-
โข Needs state
โข Purchasing attitude
โข Visit occasion
โข Positioning-
โข I like it
โข Pressed for time
5. ๏ง Worldโs largest chain of Hamburger fast food restaurants
๏ง Founded in 1940 by Richard & Maurice Mc Donald
๏ง In 1954 Ray Kroc joined the 2 brothers โ Franchise!
Speedee Ronald Mc Donald
6. 1) Demographic
2) Geographical
๏ Age
๏ Income
๏ Urban & Rural
๏ Countries, States, Regions
1) Kids โ 3 to 7 yrs (Happy meals)
2) Familiies- Weekends & Outings (Drive-thru)
3) Students- Place to hangout (Student Meals)
4) Cafรฉ goers- Ambience & Entertainment (Mc Cafรฉ)
5) Working Adults- โ Grab & Goโ ( Takeaways)
7. 1) Quality service
2) Cleanliness
3) Excellent environment
4) Adapt Local taste & Culture
8. โข James McLamore and David
Edgerton
โข 2nd largest fast food hamburger
chain in world
โข 11 millions visitors around the
world
โBurger king, where kids are king!โ.
10. ๏ง Subway was started in 1965 by FRED DeLUCA.
๏ง Now there are 44,000 stores in 110 countries
๏ง It is the 87th worldโs most valuable brand and serving millions of
people around the world
12. ๏ Subway has improved the nutritional content for kids by replacing:-
โข Vitamin juice
โข Changing from high calories cookies
โข Attracting them with the cartoons like dory
๏ Subway identified its target market as โ demanding young people who know their own
mindโ
๏ง Subway position their product by continuing to build the brand on freshness platform
๏ง Eat fresh
๏ง Appetite for better
๏ง We bake our own bread
13. Launch new fruit and veg option for children
โข Run trails on 100% fruit smoothies in happy meal
โข Offer big MAC without sauces and fries without Salt.
Introduce a range of low fat subs in partnership with heart
research UK
โข Cut salts level in all subs by an average of 15% by June
2009
โข Stop offering to add salts to subs made at the counter.
Will run trails on frying I containing less saturated fats and
reduce saturated fat in sauces
โข Introduce chargrilled chicken fillet strips with salt reduce
by 13% and no artificial colours or preservatives.
โข Introduce fresh apple based desert.