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Burger Chef

Burger Chef. By: Greg Cross, Steve Geiges, Danielle Harvey, Amy Shepard. Table of Contents.

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Burger Chef

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  1. Burger Chef By: Greg Cross, Steve Geiges, Danielle Harvey, Amy Shepard

  2. Table of Contents 3: Executive Summary4,5: History6: Burger Chef Now7: SWOT & TOWS8: Target Audience & Market9: Positioning & Distribution10: Marketing Goals11: IMC Objectives & Budget12: Strategies13: Evaluation14: Questions 15, 16: Sources

  3. Executive Summary • Problem • Bought out by Imasco • Information • Was once the #2 burger chain in the U.S. • Analysis • People want healthier burger options • Conclusion • Re-brand Burger Chef to appeal to people’s lifestyle

  4. Burger Chef Timeline 1968 -Bought by General Foods Corporation 1982 -Bought by Imasco 1996 -Last remaining Burger Chef closed 1957-First restaurant opened in Indianapolis 1954-Burger Chef founded

  5. Brief History • In 1969 had 2nd most fast food stores behind McDonald’s • “Works Bar” • First chain to provide meal for kids with a toy called the FunMeal - Sound familiar? 1980’s logo 1960’s logo

  6. Burger Chef NOW • Fast-casual dining • Utilizing technology • Similar to Chipotle’s order experience • See for yourself...

  7. Competitors Customer Interactions • Most similar burger restaurants don’t advertise • Word of mouth • All very active on social media • More focused on keeping existing customers than obtaining new ones

  8. SWOT &TOWS

  9. Target Audience & Market • Males & females age 18-35 • Middle class income • Health conscious • Urban & high density populations- Charlotte, NC • Population: about 775,000; • Density: 2,500 people/sq mile

  10. Positioning & Distribution • Positioning strategy • Fast casual/gourmet burgers • Quality ingredients • Fully customizable process • Distribution strategy • Mobile app- daily • Word of mouth • Facebook, Twitter, Instagram- daily

  11. IMC Objectives • Brand Awareness • Social media • Charlotte area newspaper, online articles, & magazine • Sales Revenue • Increase rate of growth (5%) • Build market share in Charlotte (10%)

  12. Strategies • PR Strategy • Direct Marketing • Frequent Shopper Program • At this time, we will not be taking part in sponsorships or personal selling

  13. Evaluation • Expansion if successful • Communication and training budget for first year: $401,195 • Salaries (social media team): $225,000 • App development: $150,000 • In store technology: $1,995 • Employee training (employees & trainer): $24,200

  14. Questions?

  15. Sources American Fact Finder. (2013, May 1). United States Census. Retrieved April 20, 2014, from http://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=bkmk A History Of Burger Chef Systems. (n.d.). A History Of Burger Chef Systems. Retrieved April 24, 2014, from http://jsfburgerchef.homestead.com/BurgerChefHistory.html A Look Back at Burger Chef. (2010, September 22). Cheese-Burger.net. Retrieved April 24, 2014, from http://www.cheese-burger.net/stories/a-look-back-at-burger-chef.html Brandau, M. (2014, February 5). NPD: Fast-casual restaurants lead traffic growth again in 2013. Nations Restaurant News. Retrieved April 22, 2014, from http://nrn.com/fast-casual/npd-fast-casual-restaurants-lead-traffic-growth-again-2013 (n.d.). Bloomberg Business Week. Retrieved April 15, 2014, from http://www.businessweek.com/debateroom/archives/2011/12/word_of_mouth_is_the_best_ad.html Hill, B. (n.d.). Revenue Objectives.Business & Entrepreneurship. Retrieved April 24, 2014, from http://yourbusiness.azcentral.com/revenue-objectives-16570.html New Technomic Report Examines Factors Driving High Burger Consumption. (2013, July 25). Technomic. Retrieved April 20, 2014, from https://www.technomic.com/Pressroom/Releases/dynRelease_Detail.php?rUID=241

  16. Sources Continued New Technomic Report Examines Factors Driving High Burger Consumption. (2013, July 25). Technomic. Retrieved April 20, 2014, from https://www.technomic.com/Pressroom/Releases/dynRelease_Detail.php?rUID=241 Tice, C. (2012, December 7). How Restaurants Are Using Technology to Deliver Better Customer Service. Forbes.com. Retrieved April 15, 2014, from http://www.forbes.com/sites/caroltice/2012/12/07/how-restaurants-are-using-technology-to-deliver-better-customer-service/

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