Literature Review: Chicken Licken

With the number of burger restaurants growing at 10 times the average rate from 2008-2013, the market has become vast. That being said, because Shake Shack has established itself as a power player in the market, the chain doesn’t have to worry about stealing market share from the fast food chains. The pull of a better dining experience, higher quality, offering beer/wine, and while still maintaining prices similar to the fast food chains, Shack Shake has been able to grow not only in the investing field, but also expanding their customer base. Due to the success of the “boutique burger shops” fast food chains are scrambling to compete, with Carl’s Jr. coming out with antibiotic free burgers, and McDonald’s trying create a premium menu with higher quality

Throughout the dissection there were many opportunities and weaknesses to uncover. Strong consumer loyalty is an important strength that can help increase word-of-mouth of the brand. Many people look for information for new brands online through websites, reviews,

One of the most important reasons that the food advertising market is so large include the following: food captures 12.5% of US consumer spending and so there is vigorous competition, food is a repeat-purchase item and consumers' views can change quickly, and food is one of the most highly branded items, which lends itself to major advertising. More than 70% of US grocery products are branded. Mcdonald’s is a household name in America and throughout the world. It is the leading global foodservice retailer with over 33,500 restaurants in 119 countries. It remains at the top of its market by delivering a remarkably consistent customer experience while still allowing for locally relevant menu and service variation. The article I would like to share with you today focused on the integrated marketing

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were branded to the bone. They always understood that they were selling brands before product. They had their eyes fixed on global expansion.

Its primary objective was, simply put, to become the “most recognized and respected brand in the world.” This objective required most of the

As we are all aware of, KCF is a fast food restaurant that specialises in fried chicken and its headquarters is located in Louisville in USA. It is considered the world’s second largest restaurant chain after McDonalds with 18,875 outlets in more than 110 countries and territories as of December 2013, but it is the world’s most popular chicken restaurant. KCF was founded by Harland sanders in the year of 1930. Its first franchise company was opened in Utah in 1952. After the first franchise was opened, KFC started expanding rapidly world-wide, this created a brand image for the company, and their logo became popular and was easily recognised by its external stakeholders. Its strap-line (finger lickin good) defines the deliciousness of their chicken.

With $8 billion in annual US revenues, McDonald’s spends around $1.5 billion a year on advertising to reach its customers. Chipotle has 2.2% share in the industry 25 years after its initial launch. With $4.4 billion in US revenues, it spends about $103 million a year on advertising. Chipotle appeals to the market with fast, healthy food at low prices in an attempt to keep up with the American public’s changing attitudes towards health. McDonald’s has also tried to keep up by adding healthy choices to its menu such as salads, but it still must overcome its image as being just a burger restaurant to appeal to the health-conscious crowd. Since its beginning, McDonald’s has positioned itself as a basic, low-cost convenience food provider with mass distribution and heavy promotion compared to Chipotle’s position of a low-cost quality food provider with mass distribution but light word of mouth promotion (Chart

Your Brand can either open doors for you filled with opportunities or closed doors for you leaving without opportunities.

But unlike McDonald', KFC has not been able to establish itself and shun its image of being a beef burger shop. McDonald's is clearly

Stability, reliability and trust, which were critical strengths of the TVS corporate brand were now taken for granted, important to have, but no longer enough to which to build a differentiated proposition.

O’Dea: “Only a minority of the population truly understands and embraces the Brand Stewardship concept”. Employees thus have to be educated on the concept.

If we look at the fast food industry today there is room for success. Based on RNCOS’ new US Fast Food Market Outlook 2010, fast food industry growth rate is strong. Especially, hamburger sales growth is reported at the healthy rate of 4.6% in 2008. The market is expected to grow to cross the $170 billion marks by 2010.It is believed that due to the economic meltdown, fast food industry is benefiting from people being more prices conscious. People who were enjoying nice means at fancier restaurants are now turning their choice of means to more economical ways.

new brands are at very high risk of failing, as the consumer is more reachable when

Kentucky Fried Chicken (KFC) is a popular fast food chicken restaurant chain around the world. (Bell, Shelman, 2011) It is one of the subsidiary of Yum Brand. This company also operates the Pizza Hut and Taco Bell. (Yum! Brands, Inc, 2016) KFC was founded by Harland Sanders in 1952. (Bell, Shelman, 2011) Sanders was successful in creating the brand, even the logo of KFC brand is the portrait of him. He became a notable figure in American history thanks to his great contribution on creating KFC brand. Nowadays, KFC becomes more and more popular, the sales ranking of KFC was the 11th among the worldwide restaurant brands. (The QSR 50, 2015) The sales of KFC in 2014 was 4200 million dollars. (Details in Appendix 1) It means KFC has a large quantities of consumption needs. Actually, KFC has 14,577 restaurants around the world and 70% of them are located outside America (Yum Brand Annual Report, 2015). The restaurant profit was increased year by year from 2013 to 2015. (Details in Appendix 2) Therefore, it is potential to enlarge the customer base by analyzing consumer behaviors.