Literature Review: Chicken Licken

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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.

My chosen businesses are KFC and NHS. These are the businesses I will be discussing the purpose and ownership. I will also mention the internal and external stakeholders of these two businesses.

The owner of Five Guys, Jerry Murrell, was very successful when it came to his burger business. He didn’t have to do much advertising when he first opened, his shop got business by word of mouth. Murrell operated his business differently than other owners, he used the best ingredients, even if they were more expensive. Since he didn’t have much money to expand, his sons persuaded him to franchise his business, which Murrell was very against, but he did it. After franchising, thousands of businesses have opened all over the United States and now the world. When Murrell opened his first burger joint, he only put $35,000 into it including the rent and machinery. I learned from this that it doesn’t require much money to reach out and start your

Most advertisements are designed to sell a good or a service. The Scarecrow, a rather artistic advertisement from Chipotle Mexican Grill, has a similar aspiration. This advertisement, however, wants to sell the idea of Chipotle. The scarecrow’s path from supporting the devious industrial food corporation can be paralleled to the evolution of Chipotle’s business model. The United States is filled with industrial fast food restaurants that operate similarly to the Crow Foods Incorporated in the advertisement; they used mass produced animals that are exploited for their products. A well-known member of this system is McDonalds, who at one point owned Chipotle (Mathews). The idea behind Chipotle is practically the opposite of McDonalds: it

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

This led to customers coming forward asking for brand audits even before the employees had a clear idea of the vision. This might have hurt staff morale; the customers knew more about their company’s vision than they themselves did.

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.

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.

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

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

I have chosen the company named by Mc Donald’s for my assignment topic as it is a worldwide and well-known fast food company covered in Asia and Europe countries .

The article I chose for the assignment is about the Shake Shack IPO (Initial Public Offering) and the environment in which is was released. The restaurant’s stock launch was a major success, as the price per share skyrocketed at a growth of 119% from $21 to $45.90, in one day of trading. With the intense growth that Shake Shack experienced, the chain of 63 restaurants was valued at $1.6 billion, which had investors pouring in. While it was expected for Shake Shack to be a success on the launch of their IPO, their valuation and continued growth has shown the shift in the market of restaurants. Society has moved from the fast food era, to a new adaptation, “fast-casual”. Restaurants such as Noodles, Chipotle, Garbanzo, and many others have capitalized on the shift from value to quality based desires.

•They are the most famous and one of the few outlets available in area and footfalls are generally heavy due to these•The places are usually visited very frequently by local people, students, etcPromotion•The joints rely on word of mouth publicity•There is no promotion done through ads for these joints. The promotion at maximum is limited to local newspaperSUGGESTIONS•McDonalds could increase the number of items served on its menu. Currently there are only 6 vegetarian and 6 non-vegetarian items served on the menu. It is also evident from the survey that many people feel that the variety of menu available is average and could be improved. Some of the customers prefer something new every time they visit. These potential customers could be targeted by increasing the number of items in the menu.

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.