Bojangles' is assessing opportunities to reinforce its strengths and apply alternative product, pricing, distribution, and promotion strategies to attract and grow its target markets of Millennials and Generation Z. These generations are tech-savvy and mobile, and Millennials will soon be the highest spenders, making them important to quick-service restaurants' sustainability. Bojangles' strategy will combine familiar products with healthier options, maintaining their core while incorporating alternatives. Their value lies in quality products offered at affordable prices relative to competitors. Distribution relies on regional suppliers for fresh chicken and multiple vendors to ensure supply stability. Promotional messages need consistency while targeting objectives based on demographics and market life-cycles.

1. Executive Summary
After assessing external opportunities along with internal positions of strength within Bojangles’, comes
the challenge of reinforcing advantages and applying alternatives as it pertains to product and pricing strategies.
Related plans of action having to do with distribution and promotion are all geared to attract, retain, and grow
Bojangles’ target markets of Millennials (Generation Y) and Generation Z.
Millennials, like the generation following them are a mobile tech savvy group. Their numbers are vast
and they’ll soon be the highest spenders. They are indispensable
to QSR’s and Bojangles’ sustainability. The roads to Generation Z appeal are largely concurrent with Y, save
perhaps, to even more concessions to digital outreach. More affluent consumers translate to more yields per visit,
quite frankly. It’s a no-brainer in the QSR target matrix.
Bojangles’ product strategy will be a combination of familiar packaging and staples, but with a nod
toward more healthy. The company wants to incorporate some alternate offerings – not stray from their core
base. All successful initiatives stem from a healthy product base.
Bojangles’ value proposition is not only a product of their pricing, but lies in the quality of their
product. Customers perceive that they continually get a good deal in light of affordable prices relative to the
choices available. The company should be able to exploit that model through good economic times and bad.
Strategies of distribution include reliance on regional and local suppliers to facilitate freshness –
delivered chicken is never frozen. That, and an abundance of vendors to protect against those leaving the chain
are what allow Bojangles’ to maintain a fluid efficient supply.
Promotionally, consistency is required in message, yet individual objectives and goals will depend on
aspects of demographic fragmentation and the life-cycle of the respective market.