DESIGN BRAND STRATEGY
Junk food- term describing food that is perceived to
be unhealthy and/or having poor nutritional value.
contains saturated fat, salt, or
sugar and numerous food
additives such as monosodium
glutamate and tartrazine.
it is lacking in proteins,
vitamins and fibre, among
It is popular with suppliers because:
it is cheap to manufacture,
has a long shelf life,
may not require refrigeration.
It is popular with consumers because:
it is easy to purchase,
requires little or no preparation,
is convenient to consume and has lots of flavour.
PERCEPTIONS OF JUNK FOOD
Some food are not considered as junk food although
they have little nutrition value:
ethnic or traditional
white rice, roast potatoes and processed white bread
WHY JUNK FOOD IS SO
The Time Factor: quick or instant.
The Taste Factor: considered as really tasty.
Junk Food Advertising.
HARMFUL EFFECTS OF JUNK FOOD
Lack of energy
Since we are looking at the fast food industry, we
have competition at 2 levels-
International- the global fast food market
Local- all the shops/restaurants which exist
“To leverage the unique talents, strengths
and assets of our diversity in order to be
the World's best quick service restaurant
the best quality food and drinks.
the best quality raw ingredients, sourced
only from approved suppliers
food is prepared to a consistently high
customer satisfaction through good
services provided by motivated stuff.
Kentucky Fried Chicken
“To bring people of all ages, races and
backgrounds together to enjoy „Soul Food‟ –
„proper food at reasonable prices‟ – within
bright and fun interiors. “
quality chicken in a fast, efficient way
meat comes about ethically and thorough
honest employees and ethical treatment of
everyone- customer, manager, and
make customers smile and create long-term
To be the best casual dining
restaurant, where consumers can
enjoy a wide array of food in a cosy
and relaxed ambience."
high-quality product and customer
treat people with respect
take time to coach
always be accountable
to be the European fast service
hamburger chain renowned for
its passion for the excellent
taste of its products.
to achieve maximum company growth by
empowering and developing our employees
to become effective managers and
customer satisfaction through offering
high quality food with exceptional service
and good value
serve each other, our customers and our
continuous improvement in all that we do
we know our success depends upon the
initiative we take individually and our
ability to work as a team.
PORTER‟S 5 FORCES
Extremely competitive market
virtually anybody can enter
Low barriers to entry
Supplier Power Buyer Power
Bargaining power of suppliers is low Saturated market
due to their being so much
competition for restaurant sales. Customers are demanding higher
quality at lower prices.
Low Threat of Supplier Power Overall high threat for Buyer Power
Health trends are moving away
from fried products. Consumers
will seek out alternatives.
Casual Dining, Fine Dining
Overall high threat for substitutes
A healthy diet comprises of-
Bread/Pasta/Grains/Other Starches – big serving
Fresh Vegetables & Fruits- medium serving
Dairy Products- small serving
Meat- small serving
Fat/Oil/Sweets- very small serving
GO SALADS- IT‟S SNACK-TIME!
BRAND VISION- To replace the perception of
junk food by healthy food and to be the best fast-
food chain in world.
BRAND MISSION- tasty, quality, fast-food which
is healthy and fresh.
BRAND VALUES- health, freshness, quality, fat-
Customer-driven- train employees to smile, serve
good food, be calm in difficult situations.
Quality-conscious about the vegetables/food.
Healthy Workplace for employees.
Support local farmers.
Encourage a strong affiliation between all parts
of the organization- employees, customers,
Name & Tagline
Go: Speed of preparation & consumption
Salads : Main product, Health, Nutrition
„it‟s snack-time!‟: Salad as snack, anytime
Middle age group (25-35 years)
High & middle income group
People addicted to junk food
Go Salads as a PERSON- Émilie
Female, 27 years old, middle income group,
vegetarian, media professional. Lives in a
flat within the city (urban life-style), takes
stray cats in her house, goes to the gym 3
days a week, aware about the world.
Go Salads as a FRUIT- Apple
Juicy, tasty, green, crisp, tempting,
fresh, nutritive and healthy.
Eco friendly, all the packaging is recyclable.
“Free fruit” concept for a salad purchased, to go
along with our image.
Tie-ups with farmers and good reasonable prices
for their vegetables.
Loyalty programmes for regular customers.
Start free diet-consulting subsequently.
Product- Salads (3,5,7,9…), free bread, free
dressing, canned fruit juices.
Price- minimum 2€ - 7€. Juices are 1.25€.
Place- Paris- Gare de Lyon (Central Station)
Promotion- make healthy food look appealing