They also decided that steak places were a relatively untapped market in the U.S., and they saw it as a gold mine. The company continued to grow and today is known all across America. They built their company off of the basis that people always come first, and that the best ingredients make for the best product. Outback prides themselves on quality of their food and the service that they provide to the customers. At this point Outback Steakhouse is looking to globalize their product and they are trying to open another restaurant with the same types of principles as Outback called, Carrabbas Italian Restaurant.
The company grew up rapidly in the last few years, beforehand it tried to implement product development offering a wider range of things on the menu, such as healthier alternatives to the classical chicken burger, and differentiate them on customers’ different features basis (for example they developed children’ meal that is able to respond to the buyers’ needs). Moreover, they also carried out a market penetration by building a closer relationship with customers and improving promotion (the more suitable example is the “eat mor chickin’” campaign, which became a “cult” and convinced Americans to eat chicken instead of beef). They have a pervasive promotion which is based to a widespread range of vehicle: Billboard, in-store-point-of-purchase materials, promotions, radio, television advertising, clothing, merchandise, calendars with coupons, sponsorship of collegiate sports and local promotion at the market and restaurant level. Now the company is trying to implement a marketing development strategy, so as to to figure out other opportunities by expanding in the USA: at the moment they are predominantly present in the south east and they aim to open more store into the western USA, new location through stand-alone. Chick-fil-A pioneered the placement of fast food restaurants in shopping malls.
Chipotle offers tasty Mexican-style food for those customers who disdain McDonald’s, yet at a price that is low enough to capture many price-sensitive customers. Furthermore, by promoting a minimalist, tradition-bucking, efficient yet friendly image, it has successfully captured the loyalty of young, busy people such as college students looking for a cheap bite. However, Chipotle is more than simply the image of a mouth-watering burrito and with a three-word tagline. For over a decade, it has focused on sourcing its products in an environmentally sustainable way, ensuring that its poultry and meat products come from natural and organic sources, providing a fair wage to its employees and suppliers, and even going so far as to testify before Congress as an advocate for the prohibition of antibiotics in meat production. Unfortunately, most of Chipotle’s customers are unaware of its efforts at social impact.
Chipotle Mexican Grill, Inc. (CMG) is a restaurant chain that competes in the fast casual segment of the restaurant industry. It’s founding dates back to 1993 in Denver, Colorado where its founder and current co-CEO Steve Ells goal was to reinvent Mexican Food. His vision was to change the way people think about and eat fast food. He set out to accomplish this by avoiding a formulaic approach when creating his restaurant experience. Chipolte uses high-quality raw ingredients, classic cooking methods and has created a distinctive interior design, where he wanted the restaurant to be like a dinner party, where everyone’s in the kitchen watching what’s going on.
1. Determine how Five Guys’ philosophy sets it apart from other fast-food chains. Their mission statement is simple, "we are in the business of selling burgers" and their company goals are just as simple, "to sell the best quality burgers possible, we focus on Quality, Service, and Cleanliness" (Byrne, 2013). There is no need for a value menu because of their 80% ground chuck, fresh never frozen (Murrell, 2010), is a gourmet burger at a value price already and when being compared to other burger restaurants like McDonalds the taste quality is no comparison according to Consumer Reports (Consumer Reports Magazine, 2010). McDonalds chains focus is people, products, place, price, and promotion (McDonalds Mission, 2013).
They offered ingredients that are locally grown and hand-picked by the chef daily. After carefully reviewing the entire menu I decided to start with the gourmet lettuce wraps. We ordered the pecking duck and vegetable fried rice as our entrée because it was enough for four people. Everything related to our dinners was outstanding, including the taste, texture and quality and we had plenty leftovers. Along with the food quality, the quality of customer service was top notch.
A case study of Chipotle Mexican Grill Problem Identification Chipotle Mexican Grill (CMG) is an American restaurant chain founded in 1993, currently has more than 1000 locations throughout the United States, United Kingdom and Canada. The company is a New York Stock Exchange listing Corporation announced US$214 million in net income in 2011. Despite its success, Chipotle does have key problems that they have to face and deal with. If they would like to continue to use quality and sustainably sourced inputs as differentiators to justify a higher priced menu and keep their frequent customers, fighting competition could be the main challenge. The article told us that the competition is mainly from Taco Bell and Qdoba, especially a new menu called “ Cantina Bell” generated by Taco Bell, which offers very similar food like Chipotle, and the price is much lower.
The restaurant chefs will focus on producing healthy dishes, recognizing the trend within the restaurant industry for the demand for healthy cuisine. Though this colorful eatery will be located in the heart of Hampton Roads, the tropical Caribbean feel will be present. There will a variety of Caribbean dishes on the menu to choose. Even the appetizers will be exotic, including fried plantains, peas and rice, curry shrimp croquettes, and fried pork cutlets braised a piquant mayonnaise sauce to name a few dishes. The restaurant will target all nationalities, especially the working families who want to enjoy delicious mouth-watering authentic Caribbean dinners at home or at our elegant dine-in restaurant; an enjoyable place to have great food in a family social environment.
Reinventing Mexican food was the first goal of a visionary chef, who in 1993 began a small business with $85,000 and one thing in mind; finding the very best ingredients raised with respect for the animals, the environment and the farmers. A formula that has worked since then, and that took Chipotle to a very comfortable position in the 'fast casual food service' segment, facing small competition based on its differentiation business strategy, and on its customer loyalty. However, this position has been threaten by large restaurant chains, coming from the full service or from the quick service segments, interested in a segment that has been growing; the healthy segment. With
Date: August 13, 2011 To: Taco Bell Management Council From: Erin Jackson, Culinary Product Manager Subject: Fast-Food Trends and Menu Options At your request, I am submitting the following ideas based on my observation and research about eating trends in fast-food restaurants. Below is a rough outline of possible concepts to upgrade Taco Bell’s menu. This memo summarizes the findings to be presented at our next meeting. Mexican cuisine is increasingly popular from coast to coast, and in a depressed economy our restaurant should offer value as well as food that tastes good. From my firsthand experience as a chef and from current research, I have observed numerous eating trends.