overview fast food.docx
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CHAPTER 1 : PRODUCT OVERVIEW
1.1 Introduction
A&W Restaurants is a chain of fastfood restaurants distin!uished "# its draft root"eer and root "eer $oats. A&W %as the "ou!ht oer "# 'DU in ())1 and in ())*
e+"ar,ed on an a!!ressie e-ansion drie to rea+ and e-and its reach. A&W
/0aa#sia2 3dn 4hd has outets in Penan!5 3ean!or5 'uaa 6u+ur5 7e!eri
3e+"ian5 0ea,a5 8ohor5 Pahan!5 Teren!!anu and 'eantan. The co+an# %as
founded in 1919 and is headuartered in Petain! 8a#a. It oerates as a su"sidiar# of
'U4 0aa#sia 4hd. In 19;ed %ith root
"ear and sered to the custo+er. Other than that5 the# aso sere s%eet and treats
i,e %aBe and ice crea+. Custo+er can choose to %a,in dinin! throu!h the drie
throu!h section5 and deier# section. A&W is dierent fro+ others fast food
restaurant i,e 0cdonads5 PiaHut5 '=C5 3u"%a# and etc. A&W is co++itted to
roide custo+ers %ith safe5 deicious +eas and oeration restaurants that +eet
the hi!hest food safet# standards. A&W +ission is to satisf# #our crain!s for a
uait#5 tast# +ea.
1.( Pro"e+ state+ent and issues
The fast food industr# is !ro%in! raid#. E-a+e i,e 0cdonad5 Pia Hut5 '=C5
3u"%a#5 and4ur!er 'in! has +ore dou"ed in a fe% #ears. Within this #ear5 A&W
ost its +ar,et and an to cose do%n ( outets in 0aa#sia "ecause the# %ish to
reosition its "usiness and oerations to achiee sustaina"e !ro%th in future. The#
are underta,in! a correctie strate!# and reie%in! the erfor+ance of each outet.
Due to the ac, of adertisin!5 A&Ws +ar,et !radua# "ein! reaced "# others
fast food restaurant. A&Ws "randin! is not stren!th enou!h to state in custo+ers
+ind5 A&W "rand i+a!e is easi# reaced "# other fast food restaurant that a%a#s
doin! a ,inds of roa!anda.
1.
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1. To enhance a "etter adertisin! strate!# to reosition the A&W "rand i+a!e
and increase the ouarit# to co+ete %ith others fast food restaurant.
i. =ind a roer +ar,etin! strate!# on ho% to adertise their roducts to +ar,et.
E-a+e5
4roadcast TV co++ercia or radio co++ercia to reach their audience.
Internet +edia5 e+ai5 %e"site5 internet and ect.
ii. Create "rand a%areness "# inoin! in +ore eent or ca+ai!n. E-a+e5
hain! "ooth e-hi"ition in eent or
ca+ai!n.
iii. Get +ore i+roe+ent on A&W %e"site and socia net%or, to et the eoe
easi# !et the udates and
infor+ation fro+ A&W. . A&Ws %e"site can create !a+es in their sites to entice
!a+ers to isit their %e"site.
(. To identit# %h# A&W ouarit# decrease in this fe% #ears.
i. 3ure# ana#sis to >nd out the ro"e+s.
ii. 3ituation research a"out their tar!et +ar,et.
iii. Research feed"ac, and co++ents fro+ A&Ws custo+ers
Ai+s:
1. To reosition A&W "rand i+a!e in the +ar,et.
(. To increase the ouarit# and a%areness of A&W.
CHAPTER ( : PRO8ECT PRO=I6E
(.1 Product 7a+e: A&W 0aa#sia
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(.( Product Cassi>cation
The foods and "eera!es a are serin! in hi!h uait#5 fast sered %ith t#ica+enu. A&W is co++itted to roide their custo+ers %ith safe5 deicious +eas and
oeratin! restaurants that +eet the hi!hest food safet# standards. This
co++it+ent is at the heart of their oerations and their su# chain +ana!e+ent
fro+ ra% +ateria rocure+ent5 incudin! iestoc, and roduce5 to their restaurant
food rearation and deier#.
(.< Product Characteristic
A&W seres a t#ica fast food +enu of "ur!ers5 french fries5 as %e as hot do!s.
A&W is fa+ous for its ?frost# +u!s@ Root 4eer. 4eo% are the detais for each +ain
course aaia"e:
0ain
0ains
Price
Dou"e 0oa 4ur!er
R+*.()
Cheese 4ur!er
R+.)
Dou"e Deu-e 4ur!er
R+;.)
Chic,en 3and%ich
R+.;)
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Cone# Do!
R+;.)
Goden Ao+a Chic,en /(cs2
R+;.9)
Goden Ao+a Chic,en /
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R+1).
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=rench =ries /6ar!e2
R+
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4eera!es
Price
Root 4eer /Re!2
R+(.9)
Root 4eer /6ar!e2
R+
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Price
8u+ 3tart 1 /3cra+"ed e!!5 >sh >et5 chic,en sausa!e5 +uKn5 toast "read and
"utter5 sered %ith hot coee or tea2
R+.9)
8u+ 3tart ( /4a,ed "eans5 scra+"ed e!!5 chic,en sausa!e5 %aBe and "utter5
sered %ith hot coee or tea2
R+.9)
8u+ 3tart < /3cra+"ed e!!5 chic,en sausa!e5 toast "read and "utter5 sered %ith
hot coee or tea2
R+;.)
4ear# 0ea
4ear# 0eas
Price
0ea 1 /4eef 4ur!er5 1(o Root 4eer5 3+a fries5 1 re+iu+ ite+. U!rade to 0io
for on# R01.))2
R+.)
0ea ( /Hotdo! 4asic5 1(o Root 4eer5 3+a fries5 1 re+iu+ ite+. U!rade to 0io
for on# R01.))2
R+.)
0ea < /1c Goden Aro+a Chic,en5 1(o Root 4eer5 3+a fries5 1 re+iu+ ite+.
U!rade to 0io for on# R01.))2
R+.)
0ea /cs 3esa+e Chic,en 4ites5 1(o Root 4eer5 3+a fries5 1 re+iu+ ite+.
U!rade to 0io for on# R01.))2
R+.)
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(. Product Ran!e
4ur!ers
4rea,fast
4ear# 0eas
3and%ich
Dou"e 0oa 4ur!er
8u+ 3tart 1
0ea 1
Chic,en 3and%ich
Cheese 4ur!er
8u+ 3tart (
0ea (
=ish 3and%ich
Dou"e Deu-e 4ur!er
8u+ 3tart <
0ea <
Gried Chic,en 4ur!er
0ea
0oa 4ur!er
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Hotdo!
Cone# Do!
Hotdo! "asic
(. Distri"ution
A&W roducts are direct distri"uted to their custo+ers "ecause the# hae dinein5
drie thru &deier# serices aaia"e in their fast food restaurant. Custo+ers can
order and !et their food read# after the# a#. Custo+ers can !et their foods and"eera!es throu!h drie thru and deier# serices that on# roided in certain
A&W outets.
(.; Product 6ife C#ce
(. The 4rand
On ()th 8une 19195 Ro# Aen oens the >rst Root 4eer stand in 6odi5 Caifornia to
se a rorietar# "eera!e +ade fro+ a secret "end of 1 her"s5 sices5 "ar,s &
"erries. 3oon after5 Aen !oes into artnershi %ith one of his e+o#ees5 =ran,s
Wri!ht and three ne% outets are esta"ished in Houston. The artners !ie their
Root 4eer the fa+ous A&W na+e. The A&W franchise %as "rou!ht into 0aa#sia in
19;< "# 0r and 0rs 6ie 4o fro+ U3A. The 6ie 4o fa+i# oened their >rst outet in
8aan Tuan,u A"du Rah+an +a,in! it the >rst fast food outet in 0aa#sia. This %as
foo%ed in 19; %ith the >rst Driein restaurant in Petain! 8a#a. A&WLs !ood%iA+"assador 0ascot5 the Great Root 4eer is created in 19 to articiate in !rand
oenin!s and erfor+ co++unit# serice5 such as entertainin! at chidrenLs
hosita. A&W 0aa#sia %as "ou!ht oer "# 'U4 in ())15 and in ())* e+"ar,ed on
an a!!ressie e-ansion drie to rea+ and e-and its reach. A&W 0aa#sia is
co++itted to roide their custo+ers %ith safe5 deicious +eas and oeratin!
restaurants that +eet the hi!hest food safet# standards. This co++it+ent is at the
heart of their oerations and their su# chain +ana!e+ent 5 and is eidentin
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eer# asect of their "usiness fro+ ra% +ateria rocure+ent5 incudin! iestoc,
and roduce5 to their restaurant food rearation and deier#.
(.* 4rand I+a!e and I+ication
A&W %ith a "ear +ascot %ho %ears oran!e s%eater and oran!e hat.
0ar,et share a+on! the co+etitors:
Co+etitor
0ar,et 3hare
0cDonads
With oer
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Wend#s
Wend#Ls %as the %ordLs third ar!est ha+"ur!er fast food chain %ith aro-i+ate#
;5;) ocations
(.9 3tren!th and Wea,ness
3tren!th
N A "rand thatdierentiates fro+ other co+etitors %ith the dierent +enu. It
seres as ?A+erican t#ica fast food@ %ith ariet# +enu of "ur!ers and onion fries5as %e as hot do!s and their si!nature ?A&W Root 4eer@
3ere arieties of side dishes in their restaurants
Dierent taste ro>e
Dierent raid# !ro%in! /1*
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Adanta!es
Producin! +ore adertise+ents on their roducts
Oen ne% "ranches in +aFor cit# a around the %ords and so+e rura areas
Oen ne% outet in other states of 0aa#sia %hich %i !reat# i+roe their saes
Product i+roe+ent and "rand i+roe+ent
Disadanta!es
Co+etitor in +ar,et
Cost to roduce the "ur!er durin! in$ation and ac, of saes
Heath concerns a+on! !enera u"ic
(.11 Uniue 3ein! Point /U3P2
?Our ,e# stren!th is our roduct5@ said A&W. 4ut5 A&W does not consider that their
uniue sein! oint. Ho%eer5 the# ta,e +uch ride in their root "eer and their
other si!nature roducts i,e the cone# do! and %aBes.
(.1( Pro+otiona Histor# and Adertisin! 3chedue
(.1< Positionin! 3tate+ent
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A&W roduces dei!htfu sides dish and hi!h uait# root "eers and hot do!s %ith
ar!e ariet# of +enus to ensure the suer" taste for hi!h taste references .
rst outet in 8aan Tuan,u A"du Rah+an
+a,in! it the >rst fast food outet in 0aa#sia. This %as foo%ed in 19; %ith the
>rst Driein restaurant in Petain! 8a#a. A&W 0aa#sia %as "ou!ht oer "# 'U4 in
())15 and in ())* e+"ar,ed on an a!!ressie e-ansion drie to rea+ ande-and its reach. A&W 0aa#sia is co++itted to roide their custo+ers %ith safe5
deicious +eas and oeratin! restaurants that +eet the hi!hest food safet#
standards.
rst successfu food
franchise co+an#5 startin! franchises in 19(1 in Caifornia. Toda# it has franchiseocations throu!hout the %ord. It seres t#ica fast food +enu "ur!ers5 =rench fries
as %e hot do!s. The co+an# na+e %as ta,en fro+ the ast na+e initias of
artners5 Ro# Aenand and =ran, Wri!ht. In 19;rst fast food outet in
0aa#sia. The +ost fa+ous A&W outet %ith the >rst Driein restaurant in Petain!
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8a#a5 a sateite cit# of 'uaa 6u+ur oened in 19; and uic,# "eca+e a
faourite !atherin! ace for students5 esecia# fro+ the near"# Assunta and 6a
3ae 3econdar# 3choos. The uniue A&W root "eer +u! %as often ?coected@ "#
these #oun! custo+ers. It %as the >+in! ocation for 0aa#sia +oies durin! the
19s and ear# 19*)s. Custo+ers fro+ the 19)s %i reca Tuesda#s as Cone# Do!
Da#. Durin! the +id19*)s5 A&W aso oerated a second Petain! 8a#a outet at theAtria 3hoin! Co+e- in 3ection 33(( Da+ansara 8a#a. In Penan!5 A&W had an
outet at 'O0TAR and Penan! Internationa Airort and has cose do%n. Another
ne% store has "een oened at +as around Penan!. Durin! the 199)s5 A&W
oerated an outet at Ter+ina < of the for+er 3u"an! Internationa Airort. This
outet ceased oerations %hen the 'uaa 6u+ur Internationa Airort shifted fro+
3u"an! to '6IA in 199*. To date5 seera +ore A&W outets hae "een oened5
+ost# in shoin! +ass. An A&W outet oened for a nu+"er #ear in 6i,as 3uare5
'ota 'ina"au "ut %as cose do%n in ()).Ho%eer5 A&W had a decinin! "usiness
era fro+ 199 ())). A&W 0aa#sia %as "ou!ht oer "# 'U4 in ())1. 'U4 is the
icensee of A&W in Thaiand and 0aa#sia since ())(. Current#5 it has ) outets in
0aa#sia and ) in Thaiand. 'U4 %as current# underta,in! a correctie strate!#
and reie%in! the erfor+ance of each outet. An# outet that is not +a,in! +one#
%i "e shut do%n or reocated. A&W need to "e "usiness and "otto+ inedrie.
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Head oKce: A&W /0aa#sia2 3dn 4hd
1 8aan 3eu,at
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1. Da+ai Perdana
1*. 0ah,ota Cheras
19. Pantai 4atu 4uru,5 'uaa Teren!!anu
(). 4andar 'inrara5 Puchon!
(1. Dataran Paha%an5 0ea,a
ed %ith root "ear and sered to
the custo+er. Other than that5 the# aso sere s%eet and treats i,e %aBe and ice
crea+. It roided dinein5 ta,e a%a# and deier# serices for custo+ers.
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A&W contri"uted a"out R0;) +iion in ter+ of reenue to 'U45 %hich osted
reenue of a"out R0*)) +iion ast #ears5 announced "# Grou +ana!in! director5
Datu, Wan 0ohd 7or Wan Ah+ad. 'U4 osted a net oss of R0;1.*; +iion for
>nancia #ear ended Dec t of R011.* +iion in()1).
cation
I+roe on the adertisin! and +ar,etin! strate!# to create a%areness for u"ic
to after the# reocated or oen ne% outets in 0aa#sia.
'U4 tar!eted to ist A&W on 4ursa 0aa#sia in ()1 or ()1.
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Current# A&W adertisin! is not stron! enou!h co+ared to their co+etitors and
the# on# focused in fe% +ediu+ of adertisin!. 6ate# %hen 'U4 3dn 4hd
announced that the# are annin! to cose do%n ( outets in 0aa#sia5 it is !ettin!
ess adertisin! a"out their "rand in +ar,et. 0ean%hie the# Fust sread the ne%sthrou!h socia net%or, and $#ers
.1 Current Consu+ers Characteristics
.1.1 De+o!rahics
A!e : 1* to
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Attitude and Personait# : 6o#at#5 aue for ti+e5 "rand and taste conscious
6ifest#e : Wor,ahoic "us# and assion %ith their %or, %ith standard societ# %ho
cares of "ein! to!ether %ith fa+i# and friends
.( 3ta,ehoders Characteristics
.(.1 Pri+ar#
Chair+an
Chair+an is resonsi"e in settin! u !oas and suerisin! co+an# "usiness and
deeo+ent%ith the "oard of directors.
4oard of Directors
Directin! and +ana!in! the e+o#ees to achiee co+an#s !oas.
3harehoders
Inestin! +one# to the co+an# in interest of a share on its ro>t.
E+o#ees
Wor, for the co+an# in cooeration %ith their directors in order to achiee
co+an#s !oas.
Consu+ers
3endin! +one# for the !oods roduced "# the co+an# %hich contri"utes to the
co+an# reenue.
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.(.( 3econdar#
Distri"utors
Proide serice and !ood %hie earnin! fro+ the serice roided.
0edia
Hes co+an# to adertise the "rands and the roducts to create a%arenessa+on! consu+ers %hen the co+an# %iin!# inests for a scheduin! ti+e.
4an,s
Proides oan as fundin! "ac,u to the co+an# and as a >nance a!enc# that
+a,es >nancia rocedure easier.
.1 The Industr#
.1.1 De>nition of the Industr#
=ast food restaurants hae sread raid# throu!hout the countr#5 een into s+a
to%ns. There is ro"a"# no uniersa# acceted de>nition for the ter+ ?fast foods@.
Used oose# and in a %ide sense5 it can "e ta,en to +ean +eas that are sered on
de+and and +ade aaia"e in a short ti+e. This %oud incude the franchised
%esternt#e fast foods as %e as oca ha%,er foods. =or the uroses of the
roosed !uideines5 0inistr# of Heath has de>ned ?fast foods@ as ?foods that are
reared in ar!e uantities5 foo%in! standardised rocedures and sered raid#
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in restaurants co++on# ,no%n as fast food restaurants5 %hich usua# adertise
their serices throu!h the eectronic and rint +edia@.
.1.( 3hae of Industr#
U.3. franchises do+inate the fast food and restaurant industr# and incude the
foo%in!: 'entuc,# =ried Chic,en /'=C25 0cDonads5 A & W5 4ur!er 'in!5 3tar"uc,s5
3eatteLs 4est Coee5 Dun,in Donuts5 Pia Hut5 Do+ino Pia5 3ha,e#s Pia5 'enn#
Ro!ers Roasters5 6on! 8ohn 3iers5 Dair# ueen5 TGI=5 Chiis5 Hard Roc, Cafe5 Panet
Ho#%ood5 4as,in Ro""ins5 Haa!en Das5 3%ensons5 =a+ous A+os5 Auntie Annes5
Out"ac, 3tea, House.
Due to the hi!h caita inest+ent reuired for a forei!n franchise5 o%ners of
forei!n franchises tend to "e 0aa#sian con!o+erates and %eath# inestors. As
+ore and +ore +anufacturin! heads to%ards China and other nei!h"orin! o%cost
a"or +ar,ets5 0aa#sian +anufacturers are "e!innin! to oo, to%ards serices and
franchisin! as a %a# to diersif# their oerations5 often in er# dierent sectors.
.1.< Deeo+ent of the Industr#
0aa#sia is a deeoin! econo+# ocated in 3outheast Asia. It is idea# ocated for
e-ort "usiness to Indonesia5 China and India5 and %i i,e# "ene>t fro+ the stron!
econo+ic !ro%th redicted for these countries in the co+in! #ears. 0aa#sia aso
has a #oun! ouation and increasin! %eath of its o%n. 4ecause of these factors5
0aa#sia is oised to "eco+e a +aFor consu+er of a!rifood and seafood roducts
in the near future. This !ro%in! de+and for a!rifood and seafood roducts5 as %e
as the chan!in! de+o!rahics and cuture of the countr#5 %i i,e# sur !ro%th in
an aread# fast!ro%in! consu+er food serice industr#.
The eadin! sectors in the 0aa#sian consu+er food serice industr# are the
caf"ar se!+ent5 the fuserice restaurant se!+ent and the fast food se!+ent.
These three se!+ents of the foods erice +ar,et account for oer haf of saes in
"oth aue and ou+e ter+s. Ho%eer5 there are oortunities to "e found in the
s+aer sectors of the +ar,et as %e.
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The 0aa#sian food serice sector is er# dierse and oers an arra# of otions for
consu+ers. Aro-i+ate# M of the foodserice sector consists of s+a
foodserice chains or standaone oerations /U3DA5 ()1)2. This +eans the sector is
hi!h# fra!+ented and co+etitie as the ar#in! oerations "atte for +ar,et
share.
Accordin! to the U3DA5 the sector is co+osed of the foo%in! !rous /()1)2:
19M food caterers
*M fuserice restaurants
cant !ro%th
in the industr# at a co+ound annua !ro%th rate /CAGR2 of *.(M5 and a"soute
!ro%th of *.;M
In the eriod of ()) to ())95 the fastest !ro%in! sector in the foodserice industr#
%as the ia foodserice industr#5 %hich !re% at a CAGR of 1
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3i+iar to the caf and "ar sector5 the 0aa#sian fast food industr# is on trac, to
roide +ore diersi>ed oerin!s5 resentin! +an# oortunities for otentia
e-orters of ne% or dierent roducts.
It shoud "e noted that the fastest !ro%in! area of consu+tion in the fast food
industr# is outr# roducts. Whie Canada has su# +ana!e+ent in ace5si!ni>cant uantities of outr# roducts are sti e-orted. Poutr# roducts are
+ore ouar in the 0aa#sian fast food industr# "ecause of rei!ious restrictions
surroundin! "oth or, and "eef %ithin the Isa+ic and Hindu ouations5
resectie#.
.( The 0ar,etace
.(.1 Current Condition of the +ar,etace
The +ar,et of fast food restaurant is current# raid# increasin! as there are a ot
of dierent fast food restaurant in the +ar,et fro+ ne% to od co+etin! a!ainst
each other direct# and indirect#. A&W is the >rst franchise %hich entered 0aa#sia
in 1919. With their fa+ous ?A&W Root 4eer@5 it attracted ots of o#at# custo+ers
%ho isited to A&W. 4ut current# %ith the increasin! of co+etitors and ac, of
adertisin!5 A&W is osin! its ouarit# a!ainst others. Due to the ost ro>t5 A&W
is cosin! do%n their outets or reaced their outets in suita"e enue.
To +a,e the "rand stand out fro+ the co+etitors5 A&W %oud %ish to reosition
"ac, their "rand in +ar,et. With the +ar,etin! strate!#5 A&W hae to "e +ore
creatie and ro+otions and in the roduct itsef.
.(.( Chan!es in 0ar,etace
Positie X 3uccessfu reosition to co+ete %ith other fast food restaurant in the
+ar,et and roduce hi!her uait# thus "oostin! the !ro%th of the industr#.
7e!atie X 6ess ro+otion %i cause it ost its ouarit# in the +ar,et and
increasin! of co+etitors.
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;.1 Direct co+etitors
;.1.1 0cDonads
0cDonadss >rst +ade its %a#s in Dece+"er 19*) %hen 0cDonads Cororation5
U3A !ae Goden Arches Restaurants 3dn 4hd the icense to oerate 0cDonadss
restaurant in 0aa#sia. 0cDonads 0aa#sia oened its >rst restaurant at 8aan
4u,it 4intan!5 'uaa 6u+ur on (9 Ari 19*(. To date5 0cDonads 0aa#sia has
+ore than ()) restaurants ocated nation%ide and is current# e-andin! at a"out
()( restaurants annua#. The co+an# %as na+ed as AO7He%itt 4estE+o#ers in 0aa#sia in ())9 and ()115 as %e as AO7He%itt 4est E+o#ers in
Asia Paci>c in ()11. 0cDonads has successfu adertise+ent /I+ oin itY2 %hich
stated in consu+ers +ind. Other than that5 0cDonadLs has roed out ne% ite+s
i,e coees5 s+oothies and "ur!ers5 e-andin! the ran!e of +enu choices.
Outets : () outets in 0aa#sia
3tren!th : 0cDonadLs has successfu# roed out ne% ite+s i,e coees5 s+oothies5and "ur!ers5 e-andin! the ran!e of +enu choices. Adertise+ent so!an ?I+
oin itY@ 6atest #ear ()1(5 0cDonads has aunched 0cCafe as another concet to
attract coee oer in seciat# coees +ade %ith re+iu+ 1))M Ara"ica "eans.
Product ran!e : 4ur!ers /4eef5 >sh & chic,en25 A#a+ Goren! 0cD5 4u"ur A#a+ 0cD5
side orders /Chic,en 0c7u!!ets5 french fries & etc25 desserts /ae ie5 sha,e & ice
crea+25 ,ids +ea5 drin,s
;.1.( 'entuc,# =ried Chic,en
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The >rst 'entuc,# =ried Chic,en at 0aa#sia %as oened in 19< on 8aan Tun,u
A"du Rah+an. '=C has "een franchisin! since 19(5 %ith +ore than 5())
restaurants in the U.3. and +ore than 15))) units in 1)9 countries around the
%ord. Whie in 0aa#sia5 there are +ore than )) '=C Restaurants nation%ide and
sti countin!. '=C is fa+ous for its Ori!ina Recie fried chic,en5 %hich is +ade %ith
the secret "end of 11 her"s and sices. Great tastin! chic,en has "eco+es#non#+ous %ith '=C. In fact5 '=C 0aa#sia has deeoed a distinctie 0aa#sian
ersonait# of its o%n.
Outet : outets in 0aa#sia
3tren!th : '=C %as the >rst chain to enter fast food industr# Fust "efore 0cDonads
%ith the ?secret recie@ initia ho+e reace+ent strate!#. Ori!ina Recie fried
chic,en5 %hich is +ade %ith the secret "end of 11 her"s and sices. 'entuc,#7u!!ets is one of '=CLs successes.
Product ran!e : 'entuc,# =ried Chic,en5 Roasted T%ister5 4ur!ers />sh & chic,en25
side orders /'entuc,# 7u!!ets5 Chees# Wed!es5 fun fries5 Tan!# coesa%5 Whied
otato & etc25 desserts /e!! tarts & Fe# ice crea+25 ,ids +ea5 drin,s
;.1.< 4ur!er 'in!
In Dece+"er 1995 4URGER 'I7G returns to 0aa#sia %ith a dierent +ana!e+ent
!rou that oerates under a ne% franchisee i.e. Cos+o Restaurants 3dn. 4hd. The
>rst restaurant %as ocated at Oerhead 4rid!e 3!. 4uoh. It %as oKciated "# our
for+er Pri+e 0inister i.e. S.A.4 Tun Dr. 0ahathir 0oha+ad. There are current#5 <
franchise hoders in 0aa#sia. The ar!est oeratin! restaurant is +ana!ed "#Cos+o Restaurants 3dn. 4hd. Whie outets ocated in '6IA are under the
+ana!e+ent of De%ina Hosts 3dn. 4hd5 outets in 3a"ah are oerated "# another
franchisee5 6iin! 4read 3dn. 4hd. The current concet in 4URGER 'I7G caters for
toda#s custo+er reuire+ent for the trend#5 +odern #et tranui.
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4URGER 'I7G caters to custo+ers %ho oe !reat tastin! "ur!ers5 their %a#.
Outets : (( outets in 0aa#sia
3tren!th : 4rand internationa# founded on custo+ersL reference for 4ur!er 'in!
$a+e!ried "ur!ers and the co+an#Ls co++it+ent to uait#5 innoation and
dierentiation. 4ur!er 'in! seres a ot of "ur!ers that is t#ica# not aaia"e in
other fast food restaurant. 3o+e of the e-a+es are5 4' 0ushroo+ 3%iss %hich
seres "eef att# and toed %ith +ushroo+ sauted sauce5 Gried Chic,en "ur!er
%hich is reared "# !riin! the chic,en att# and others. 0ost of the "ur!ers
reared in 4ur!er 'in! are coo,ed "# roer# !riin! the+ oer >re.
Product Ran!e : 4ur!ers /"eef5 >sh & chic,en25 side orders /onion rin!s5 chic,en
tenders5 fries & etc25 treats /ie5 sundaes & ice crea+s25 ,ids +ea5 drin,s
;.( Indirect Co+etitors
;.(.1 Pia Hut
Pia Hut is the >rst ia restaurant chain in 0aa#sia. '=C Hodin!s /0aa#sia2
4hd5 an associate of 3R Grou5 acuired contro of Pia Hut 0aa#sia in 199;. In
())(5 Pia Hut 0aa#sia %as transfor+ed fro+ a oca 3R co+an# into an
internationa oerator %ith the acuisition of Pia Hut 3in!aore. =eaturin! a
deicious +i- of nutritious ItaianA+erican cuisine that incudes the %ordLs
faourite an ia and other deecta"e dishes5 Pia Hut oers a cos#5 friend#
a+"ience in %hich to rea-5 un%ind and hae a !reat ti+e %ith fa+i# or friends.
Pia Hut 0aa#siaLs success has "een due to i+a!inatie and innoatie thin,in! in
continuous# deeoin!5 +ar,etin! and ro+otin! ne% ia roducts %ith uniue
and distinctie $aor5 taste5 st#e and aea. Consistent introductions of ariousroducts and ro+otions throu!hout the #ears hae heed drie s#ste+ %ide saes
and reinforced the chainLs reutation for Lserin! the "est ias under one roofL.
Outets : (1) outets in 0aa#sia
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3tren!th : =irst ia restaurant chain in 0aa#sia5 ro+otin! ne% ia roducts
%ith uniue and distinctie $aor5 taste5 st#e and aea. ?3erin! the "est ias
under one roof@
Product ran!e : Aetiers /3+o,ed Dei Win!s5 Cheese 4a,ed 0eat"as /4eef and
chic,en25 Garic 4read5 =aourite Patter5 =rench =ries5 3aad5 3ou & etc25
sand%iches5 Western faourite5 Pasta5 Rice /Gried Chic,en 4a,ed rice5 Te+ura
Pra%n Garic rice25 desserts /Chocoate Vocano5 3in!e 3ensation5 Dou"e Dei!ht5
Trie Peasure2.
;.(.( 'enn# Ro!ers Roasters
'enn# Ro!ers ROA3TER3 %as ori!ina# set u "# ouar Countr# and Western
sin!er5 'enn# Ro!ers5 and for+er Goernor of the state of 'entuc,#5 8ohn S 4ro%n
8r.5 in 1991. 3eein! an oortunit# to roide heath# and deicious food in a
restaurant eniron+ent5 'enn# Ro!ers ROA3TER3 oened its >rst restaurant inCora 3rin!5 =orida in Au!ust of 1991. 4erFa#a Roasters /02 3dn. 4hd. is the
franchise hoder for 'enn# Ro!ers ROA3TER3 /Z'RRZ2 in 0aa#sia. The co+an# is a
%ho# o%ned su"sidiar# of 4erFa#a Grou 4erhad and %as incororated in 199.
'enn# Ro!ers ROA3TER3 is a +idcasua dinin! restaurant %ith roast chic,en as its
+ain core ite+ co+e+ented "# a rich ariet# of hot and cod side dishes. This is
+ade u of 'enn#Ls fa+ous ho+e+ade +uKns5 Fac,et otatoes5 e!eta"e saads5
asta5 sous5 desserts and "eera!es sered in a friend# and co+forta"e
eniron+ent.
Outets : outets in 0aa#sia
3tren!th : To ro+ote heath# oerin!s5 6ess =at. 6ess 3at. 6ess Caories.
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Product ran!e : 3aad /Roaster chic,en saad5 Caeser saad5 roundu atter & etc25
3and%iches /3unshine sand%iches toast5 cassic chic,en sand%ich5 Roc,ies "o% &
etc25 'enn#s Chic,en 0eas5 'enn# Ho+e+ade +uKns5 desserts /chocoate oasis5
+uKn su"+arine5 Fe# sundae & etc2.
;.(.< Poe#es 6ouisiana 'itchen
Poe#es stor# "e!an in 19(5 %hen A Coeand oened a uic,serice restaurant
caed ?Chic,en on the run.@ The restaurant sered traditiona +id fried chic,en to
the fo,s in the s+a 7e% Oreans su"ur" of Ara"i. Poe#es oened its ))th
restaurant5 uttin! the "rand on eua footin! %ith nationa co+etitors. In a
nation%ide taste test5 Poe#es "eat Churchs Chic,en and '=C5 ?A+ericas =ried
Chic,en Cha+ The 3ic# taste That Cant 4e 4eat.@ Poe#es oened the >rst
franchise in 0aa#sia at ())1. It continuous# e-anded the outets in 0aa#sia.
Poe#es %oud i,e to ta,e this oortunit# to "rin! the e-cite+ent of 6ouisiana to
feo% 0aa#sians "# satiatin! their taste %ith the sic# 6ouisiana taste in 0aa#sia.
Poe#es aso seres its fa+ous si!nature 4ona>de chic,en +arinated in 6ouisiana
3easonin!s5 hand"attered and +ade fresh5 in %hich atrons !et to choose "et%een
0id or 3ic#.
Outets : 9 outets in 0aa#sia
3tren!th : A iece of 6ouisiana in eer# sin!e +eaY Their Poe#es +enu ite+s
co+e %ith a secia $are of 3outhern st#e rearation and coo,in! a their o%n.
Product ran!e : 4ona>de Chic,en5 Tenders /=ish 4ites5 Peer nu!!ets25 Chic,en &
3eafood co+"o5 3and%iches /Chic,en & =ish25 6ouisiana 6eau-5 =a+i# & 'idsL
0eas5 3ides /0ashed otato5 CaFun =ries5 Coesa%5 Corn5 4iscuits25 Desserts5
4eera!e.
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3WOT A7A6S3I3
.1 3tren!th
Ar!ua"# A&W is the >rst fast food restaurant ori!inated in the United 3tates in
1919.
The A&W franchise %as "rou!ht into 0aa#sia in 19;< "# 0r and 0rs 6ie 4o fro+
U3A. A&W 0aa#sia has entered The 0aa#sia 4oo, of Records as the >rst franchise
restaurant in 0aa#sia.
A&W oened their >rst outet in 8aan Tuan,u A"du Rah+an in 0aa#sia. A&W aso
"eca+e the >rst Driein restaurant in Petain! 8a#a in co+in! 19;.
A&W +ascot5 The Great Root 4ear and their cororate oran!e coor stated in
eoes +ind.
A "rand dierentiates fro+ other co+etitors %ith the dierent +enu. It seres as
?A+erican t#ica fast food@ %ith ariet# +enu of "ur!ers and onion fries5 as %e as
hot do!s and their si!nature ?A&W Root 4eer@
.( Wea,ness
A&W is cosin! do%n ( outets in 0aa#sia due to the ro"e+s or reocated or
cose do%n outets that cost its ost ro>t "ecause ocation is not strate!ic or rented
fee is too e-ensie. Current# A&W on# hae 19 outets in nation%ide. Co+are to
the co+etitors5 A&W is considerin! ess outets.
A&W has not adertised e-tensie# in 0aa#sia. Peoe coudnt >nd the A&W
atest ro+otion around5 "ut the co+etitors hae stron! adertise in an#%here
caused the eoe %i a+ost for!et A&W e-istin! and ost its ouarit# in the
+ar,et.
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A&W need to i+roe their sericin! & food uait# in order to sere the food on
ti+e and +a,e sure the food uait# is fresh.
A&W is si!ht# ricin! hi!her than their co+etitors5 A&W is hain! a 3en 3aer
unch set5 "ut is ricin! fro+ R+5 incuded %ith the char!e of "eera!es and
serice ta-5 it cost around R+1). =or a nor+a# student or %or,er %hich inco+e is
not +ore than R+))5 this %i cause the+ hea# e-enses. 3o+eho% the# +i!ht
choose to !o for +a+a, sta rather than fast food restaurant.
A&W hard# udatin! their %e"site and socia net%or,5 e-a+e i,e A&W neer
chan!e their %e"site infor+ation a"out their cosin! do%n outets5 %hen consu+ers
chec, the infor+ation in %e"site5 it sti stated the od cosin! outets in their%e"site5 this %i confusin! the consu+ers a"out the outets ocation.
.< Oortunit#
A&W can consider hain! reasona"e saer unch treat +ea to tar!et in #oun!
*teena!ers %hich ao% the+ to hae cheaer +ea set %ith food uait# "ut in ti+e
can sae their "ud!et.
A&W can an to hae +ore =estia Pro+otion /Chinese 7e% Sear5 Ra+adhan
dinner and etc2 to attract another tar!et +ar,et %hich i,es fa+i# to hae their
Ra+adhan oen dinner in A&W.
Oen ne% outets in roer ocation %ith ar,in! and driethru serices in shared
faciities5 e-a+e in etro station or conenience store.
Current# or %ithin in a #ear5 A&W can co+es out %ith an idea of reeasin!
coecti"es for an# uco+in! +onth. E-a+e i,e in a duration ti+e5 A&W can
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co+es out %ith a ne% set +ea %ith the coecti"es !ift "ut this is aaia"e in
i+ited ti+e on#.
A&W shoud ut +ore eort on udatin! atest ne%s to the +ar,et to ao% the
consu+ers !ets to ,no% foo% their udates on ti+e to ti+e. E-a+e i,e udatin!
their %e"site and socia net%or,5 a%a#s concern a"out consu+ers feed"ac, and
i+roin! a the ti+es.
A&W hae to stren!then in adertise+ent or co++ercia5 the# need to adertise
their roducts or "rand i+a!e %ise# to aoid consu+ers for!et a"out their e-istin!
in the +ar,et due to the stron! co+etitors in the +ar,et.
A&W can cororate %ith so+e "i! eent5 i,e ?Runnin! Da#@ or isitin! to
orhana!e to increase u"icit# in +ar,et.
. Treats
=ast food restaurant in increasin!# raid# in the +ar,et. There are ots of others
fast food restaurant co+etitors are co+etin! %ith A&W.
The researchers concuded that hain! fast food %i increase a ersons ris, of
heath /%ei!ht !ain and o"esit#2.
E-ensie fast food restaurants rented fee cost# in e-andin! franchise in
eer#%here. Econo+ics crisis5 fast food restaurant chain chan!e in aroach of
eadin! in co+in! #ears.
TARGET AUDIE7CE
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*.1 Proosed Pri+ar# Tar!et Audience
*.1.1 De+o!rahic
A!e : 1* to (< #ears od Gender : 0ae and =e+ae
Education : 3econdar#5 under!raduate and ost!raduate
Occuation : 3tudents
Inco+e Ran!e : R0)) R0*))
Ao%ance : R0()) R0))
Race & Ethnicit# : A races
Geo!rahic 6ocation : Ur"an
*.1.( Ph#sio!rahic
Percetion : Consu+ers %ho %ant so+ethin! in a short ti+e %ithout %aitin! for
on!5 see, for +ateriaistic5 i+a!e aearance5 socia a%areness5 hi!h uait# food
and serices.
6earnin! : 7e%saer5 socia net%or,5 +a!aines5 "o!s5 friends.
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0otiation & 7eeds : Good serice5 fee the deicious and satisfaction of food %hie
enFo# the eniron+ent in the restaurant.
Attitude and Personait# : 6o#at#5 aue for ti+e5 "rand and taste conscious
6ifest#e : Wor,ahoic "us# and assion %ith their %or, %ith standard societ# %ho
cares of "ein! to!ether %ith fa+i# and friends
*.( Proosed 3econdar# Tar!et Audience
*.(.1 De+o!rahic
A!e : ( to (* #ears od
Gender : 0ae and =e+ae
Education : Under!raduate and ost!raduate
Occuation : Wor,in! aduts
Inco+e Ran!e : R01))) R0())
Ao%ance : R0)) R01))
Race & Ethnicit# : A races
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Geo!rahic 6ocation : Ur"an
*.(.( Ph#sio!rahic
Percetion : Consu+ers %ho %ant so+ethin! in a short ti+e %ithout %aitin! for
on!5 see, for +ateriaistic5 i+a!e aearance5 socia a%areness5 hi!h uait# food
and serices.
6earnin! : 7e%saer5 socia net%or,5 +a!aines5 "o!s5 friends.
0otiation & 7eeds : Good serice5 fee the deicious and satisfaction of food %hie
enFo# the eniron+ent in the restaurant.
Attitude and Personait# : 6o#at#5 aue for ti+e5 "rand and taste conscious
6ifest#e : Wor,ahoic "us# and assion %ith their %or, %ith standard societ# %ho
cares of "ein! to!ether %ith fa+i# and friends
9.1 0ar,etace Research
9.( 0ar,et o"seration
An o"seration had done in A&W startin! fro+ 1(+ unti
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1*
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This uestion is to inesti!ate on ho% often eoe isit to fast food restaurant. The
resut sho%ed that (1 of the resonders nor+a# isit to fast food restaurant in (<
ti+es in a %ee,. Whie there are 1 of the resonders isit to fast food restaurant in
once a +onth. On# 1 resonder neer isits to fast food restaurant. ( resonders
isit fast food restaurant in eer#da# and another ( resonder isit fast food
restaurant ti+es in a %ee,.
uestion ;
Which fast food restaurant nor+a# #ou isit to[
There are of the resonders nor+a# isit to 0cDonads. Whie there are
resonders choose to isit '=C. On# 1 resonder !oes for Pia Hut. Other otion is
CarLs 8r. The other fast food restaurant i,e 4ur!er 'in!5 Poe#es5 3u"%a# & A&W is
not the +aFor choice for the ) resonders.
uestion
Wh# #ou refer that[ /Refer "ac, to uestion ;2
(; of resonders thin, that the# refer the fast food restaurant the# choose
"ecause of their ro+otion and cheaer /aue set +ea2. 4ecause no%ada#s
eoe %ant to sae "ud!ets for +ea set5 so+eho% the fast food restaurant is
hain! the aue set food and "eera!es %oud cost no +ore than R+1).
resonders thin, that is faster and conenience to sae their ti+e i,e ueue u or
%aitin! for seats. Another resonders refer the fast food restaurant nor+a#the# isit to "ecause of their ariet# choice of food5 so+e eoe %oud refer for
"ur!ers "ut so+e %oud choose for other food. 3o if the fast food restaurant is
hain! ariet# choices of food5 this +a#"e is the reason for the+ to isit in often.
resonders thin, that the serices are !ood5 so the# %oud rather choose to !o "ac,
the fast food restaurant. resonders choose no reason. Whie another (
resonders refer the fast food restaurant due to the accessi"e %i> roided.
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uestion *
Are #ou a%are of A&W[
This uestion is to >nd out the a%areness of eoe a"out A&W. 4ecause no%ada#s
the fast food industr# is !ro%in! raid#5 refer "ac, to uestion ;5 +ost of the
resonders are isitin! to 0cDonads5 '=C5 Pia Hut "ut not A&W. The "ar sho%s
out of ) resonders5 (; of resonders are aera!e a"out A&W. 1( resonders are
a"oe aera!e a"out A&W. Whie resonders are ,no%in! e-ceent a"out A&W.
0ean%hie ; resonders are a"oe aera!e a"out A&W. On# 1 resonder doesnt
,no% a"out A&W.
uestion 9
Do #ou re+e+"er A&W o!o[
This uestion is to concern either the resonders re+e+"er the A&W o!o or not.
Without sho%in! the A&W o!o5 M of the resonders re+e+"ered A&W o!o5 "ut
1M not sure and *M cant re+e+"er the A&W o!o.
uestion 1)
Ho% #ou rate for A&W food[
Other than the a%areness of A&W5 this uestion is to focus at A&W food rate.
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uestion 11
What is #our faourite food in A&W[
After the# rate for A&W food5 this uestion is to inesti!ate %hat is the resonders
faourite food in A&W. nd out ho% on! the resonders "een to A&W since their ast
isit.
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=ro+ the uestion 1(5 an aera!e ercenta!e is sho%in! that +ost of the eoe
neer isit to A&W +ore than < +onth. What issue is stoin! the+ fro+ !oin! to
A&W[ 1< resonders thin, that A&W is ac, of adertisin!5 eoe do not ,no% their
atest ro+otion or !et their udate fro+ A&W. 1( resonders aread# for!et theire-istin!. 9 resonders choose for stron! co+etitors. resonders disi,e their
food. < resonders thin, that A&W is +ore e-ensie than other fast food
restaurant and ( resonders not %iin! to !o A&W "ecause of their "ad serices.
0ean%hie resonders choose others otion i,e ess outet5 the resonders cant
>nd the A&W outets near"# their ace.
uestion 1
Are #ou a%are of #our refera"e fast food restaurant ro+otiona[ 3uch as aue
unch or aue dinner[
This uestion is to >nd out either the resonders %i foo% or a%are a"out their
refera"e fast food restaurant udate i,e ro+otiona or not. *M resonders !o
for Ses and 1M !o for 7o.
uestion 1
Ho% did #ou notice a"out that[
This uestion is to >nd out ho% the resonders !et the udate fro+ their refera"e
fast food restaurant udate. 1; resonders %i foo% their =ace"oo, T%itter
udates. 1< resonders !et the udate fro+ their friend and fa+i#5 %ord of +outh
and socia net%or, and "o! reie%s are +ore eectie. 11 resonders !et the
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udates fro+ ne%saer5 +a!aines5 $#er and etc. resonders %atch TV
adertise+ent to !et the udates.
uestion 1;
Wi #ou refer the fast food restaurant to roide Deier# Drie thru serices for
#ou[
uestion 1
Wh#[ /Refer "ac, to uestion 12
0ost of the resonders refer to hae deier# serices "ecause is conenience and
can sae ti+e5 resonders no need drie or ueue in to "u# the food.
uestion 1*
Do #ou ,no% %here is the nearest A&W to #our house %or,in! area[
*M of the resonders ,no% %here is the nearest A&W to their house %or,in! area5
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What is #our co++ent a"out A&W[
Pic, u so+e of the resonders co++ents a"out A&W5
A&W need to rene% the food ite+5 set u the ro+otion5 chan!e the eniron+entof the restaurant
Hoefu# A&W can i+roe on their adertisin! and +ar,etin! strate!# so that
the u"ic can re+e+"er the+.
6ac, of eort in adertisin!. Their adertisin! is not as stron! as 0cD or '=C. In
fact5 I donLt thin, the# adertise at a an#%here. ItLs hard to >nd A&W co+ared to
0cD %hich is ocated a+ost eer#%here. Een their restaurants are so+eti+es not
as attractie as so+e other fast food restaurants. The# need to "e +ore adata"e
and attractie oo,s for their restaurant in order to attract custo+ers.
0a#"e A&W can i+roe the custo+ers serices5 set u +ore ro+otion5 or
ouchers to ro+ote their foods. Adertisin! is aso er# i+ortant5 +a,e eoes
a%are of it.
Price si!ht# hi!her co+ared to other "rand. 4ad serice.
7ot outstandin! enou!h co+are to '=C and 0CD
A&W is not "ad thou!h5 Fust their co+etitors are +uch +ore o%erfu and +ore
eKcient & creatie "usiness+inded5 so A&W hae to ic, u5 thatLs it.
I oe their root "eer5 onion rin!s and "ur!ers. 4esides that5 I aso i,e their o!o5 it
"rin!s +e chidhood +e+ories. 3erious#5 %hat haen to A&W[
A&W can roide +ore aua"e co+"o set.
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A&W need to add +ore ro+otion and ariet# on their +enu
11 References
R09
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8/15/2019 overview fast food.docx
45/45
4ur!er 'in!s We"site
htt:%%%."ur!er,in!.co+.+#
Pia Huts We"site
htt:%%%.iahut.co+.+#
'enn#s Ro!er Roasterss We"site
htt:%%%.,rr.co+.+#
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