Porcini's Pronto Case

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Executive Summary Porcini’s Inc. is considering expansion in the market to increase their brand name. The company differentiates itself by providing quality of food and service to the customers served. However, the company has now reached its saturation point, making it more difficult for growth. Porcini’s Inc. has made their brand known locally but not yet globally. The company has been forced to create a new strategy in order to recreate themselves internationally while being mindful of the little resources they have to do so, in addition to limited access to prime locations. The company also had to consider being able to meet the hurdle rate of 6% to make further growth in the business. The U.S. restaurant industry derives of three major segments which are fast food, single location full service restaurants, and full service chain restaurants. Fast food as defined is a restaurant whose patrons pay before eating. Percentages in the fast food market decreased during the mid 2000’s due to consumers having a desire for higher quality foods and being mindful of healthier options. Due to market saturation and increase consumer awareness of health issues, industry analyst considered fast food a mature segment. Single location full service restaurants are restaurants which food service provided by wait staff and offering a variety of ambience and cuisines. This segment revenue was forecasted to increase by 2.8% between 2011 to 2015. Full service chain segments provides services to consumers who order and are served by wait staff while seated and pay after eating. This segment generated $53 billion in revenue and $3.4 billion in profit during 2010. All three major segments needed to be fully considered when developing a strategy on how to increase brand awareness for Porcini’s Inc. Due to this increased awareness with this new concept, the focus of senior

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