case study

1. Case study of fast food Frichicks
Frichicks came in the market with a vision of providing “quality and services”, to its customers.
In 2003 frichicks remained in the fast food restaurant chain, and famous largest chain. Frichicks
opened 21 branches in Pakistan and also operating in Italy and Dubai. Sargodha Fri chicks
branch was established by Mr. Irfan who have done M.sc and also a software engineering with
his friend. Open a branch in Sargodha at 23rd October 2008 with a huge investment of Rs 5
billion. This branch is situated at best place of Sargodha. In Sargodha branch three departments
is working first one is production area, cash counter and third one is customer sitting area. Their
main products are Pizza, Burger, Fri chicken, salad and ice cream. Their targeted market is
students and upper class.
One of the great challenges at frichicks is that there is a lot that needs fixing and the toughest
challenge is that they have to stay focused .Frichicks fast food restaurant had also succeeded in
establishing a number of franchises in Pakistan, as concerned with Sargodha frichicks franchise
had raised to over 2.50 lacks sale on average.
In frichicks consumer began to demand healthier food and frichicks was faced with a limited
menu consisting mainly of fried food, in order to reduce frichicks image as a fried chicken chain
it change its menu and add salad in addition. The increased popularity of healthier food and
consumer increasing demand for better variety led to a number of changes in frichicks menu
offering. Sargodha frichicks is on its maturity stage, frichicks products have survived the earlier
stages. Sargodha Frichicks early entry in to the fast food industry in October 2008 and had
allowed it to strong brand name recognition and a strong foothold in the industry.
Frichicks don’t provide frequent deals at the special occasions as compare to its competitive
restaurants so in order to enhance their service they should provide deals, offers “ buy one get
one free” offers to customers specially at the religious or the national events. Frichicks has the
common hall for families as well as for the couples and it leads to bad impact on the minds of
people so there should be strategies for the separate hall for families and couples.
However frichicks significant parking problem will probably push their customer away from
them, thus frichicks must have to imply ways on how to meet their customer expectation.
Frichicks ought to think that customer goes to their establishment not just because of their
product but also their service because “nothing bits a quality service”. We analyses the main
problem in this branch space area for customer and parking because on the weekend and
special days or events people move rashly to these areas. The 480 people enjoy their meal at
time. This space is not enough for their customer. Other problem is parking area all the

2. customer vehicles are park on the road due to this road is jam and chance of accidents has been
occurred. We give a suggestion for both problems first one to build two more halls on their
current building through this they can solve the sitting problem for their customer, and also they
make a separate family hall. Through this many customer enjoy their meal without any
problem. And for parking they can purchase the vacant space left side of their building.
One of the unique and the competitive advantage of the frichicks is its “location, as it is located
on the main Sargodha road”, so the many local as well as outsider customers rashly visit
frichicks. Along with the fast foods frichicks offer a healthier food by the name of “salad”,
another competitive advantage is the quality fried chicken and the other strategies related to
menu improvement to increase their market share. Frichicks is branded fast food providing firm
so its name “Frichicks” attracts the customers as the source of quality meal.

3. Swot Analysis of Frichicks
Strenght :
 Frichicks have a high quality product
 Best location because it’s near to university of Sargodha and at link road
 Team work
 Frichicks obtained maximum capacity of production.
 They provide hygienic food.
 They build strong customer relationship.
 They have enough finance to settle down any type of problem occur during business.
 They have Brand image in their customer mind.
 Clean environment and playing areas for children where they can enjoy their time.
Weaknessess:
 Limited promotion adds
 Branch manager bounded for head quarter policies
 Buy one and get one offer is not provided in any event
 They can’t provide any type of discount to their customer
 They have no enough parking space
 They have no enough space for their customer on special days or event.
 They giving low salary and no incentive to those employees who work in lobbies.
Therefore their employee turnover ratio is high
 They have self service
 They take late decision
 They charge high price for their products
 They targeted upper class
 They have no wash room for their customer
 They don’t provide membership card to their regular custom
Oppurtunities:
 Market is vast they have opportunity to open branch in other city or country
 They have opportunity to provide drive through facility to their customer because in
Sargodha no one provide such facility to their customer
 They have opportunity to open joy land in their building

4.  They have opportunity to increase their menu list or introduce new product for their
customer like tea etc
 Frichicks offers healthy products with nutrition information printed on all packaging are
a great opportunity.
 It can open up online services for their customers so that they can easily order their
desired meals sitting at home
 Discount given on every food item may help them to gain more customer
 It won’t be a bad idea if they introduce food item for breakfast
 If frichicks work for social benefit to the people around then they will obtain more
reputation or goodwill
Threat :
 Frichicks have major threat from KFC because KFC have a international brand if they will
give packages or discount to their customer then frichicks sale will be reduced.
 Entrance of new competitor into the market like MacDonald’s
 They have threat from Health-conscious person to move their competitors
 Changing customer preferences
 Economic instability
Conversion of Weaknesses into Strength:
Weaknesses can be converted into strengths by adopting various tools and strategies
 By promoting ads or advertising their deals, offers and products the intention of the
customers can be diverted efficiently towards this restaurant.
 By offering special discounts, offers, deals and membership cards the whole sale rate
and customer number can be increased.
 By lowering the prices or introducing the special deals for middle or the lower class
can increase the number of customers as well as can provide their services to lower
class.
Conversion of Threats in Opportunities:
Opportunities help in expansion of any business. Frichicks can also create opportunities.
Threats can be converted in following way
 Frichicks should introduce new offers and deals in menu

5.  There should be pre-planned strategies for future discounts or offers to compete with
already existing branded restaurants like KFC
 Marketing search can lowers the threats from competitors