Mr Burger Relaunch

History of Mr Burger Mr burger is the first fast food chain that brough in burgers Their burger were for 60 rs only There were no competitors at that time Mr Burger increased their prices and dropped their quality to

gain profit At that time a lot of competitors were ready to enter the

market Mr Burger did not do anything about the competitors and

followed the same strategy that they had years ago That is why today other food chains like Mcdonalds and KFC

are doing a better job than Mr burger.

Branches in Karachi Mr. Burger has in total seven branches operating in

Karachi.

Rizvia Road Tariq Road Gulshan e Iqbal Bahadurabad Dolmen Mall Park Towers McLead Road

CompetitorsSlightly Expensive competitors

McDonalds Kentucky Fried Chicken Subway One Potato Two Potato

Slightly Cheaper and same rate competitors

Chicken King Karachi Broast Kaybees Jan’s Broast

Category: International fast food chain.

Position of the brand

Performance Mr burger has 7 branches in Pakistan All of them are doing average It is not better than any of its competitors

Downfall reasons Increasing competitors Old look Average service Bad customer relationships Bad ambience No attraction for kids Lack of entertainment People are forgetting the chain because of bad promotion.

Mission Vision and Values “Mission, Vision and Values of Mr burger are to know that

who we are, what we have to achieve and how we want to achieve it. To make sure that we are all working on the same goals”

Objective of the relaunch To gain consumer trust back by improving the

taste, ambiance, quality and entertainment just as they want it to be.

Market Segmentation Upper Middle Class Geographical segmentation: Urban areas like

defence and clifton which are near schools and colleges.

Age: 8-25

Target Market Teenagers Who bunk for college and universities for lunch and they don’t have too

much money to pay

Middle class Families Who want to go and have fast food at a cheaper rate than Mcdonalds and

KFC

SWOTStrengths

Well known brand

Established branches in Karachi

International distribution

Weakness

Lost customer trust

Staff is not properly trained

Unhealthy Menu

Previous branding weaker than competitors

Lack of relation building

Opportunities

Mcdonalds have increased the prices

Threats

A lot of competitors are already in market

Increasing amount of heath conscious people

To do list Improve the taste to gain customer trust back Introduce new cheaper deals to attract people Give discounts cards and free coupons Change the packaging Change the interior (renovate the branches) Introduce play areas with huge slides Introduce meals for kids, college bunkers and families Advertise on different mediums

How ?

Staff Give proper training to staff how to deal and built

relations with customer. Believe that the customer is always right Try giving favors Make the customer feel important and wanted Give proper training to all the cooks so that the taste

remains constant. Make the meal special for the custom just as he

wants it Advertise Mr burger

Deals and promotions Introduce a bunkers deal from 11 to 4 The deal should include 2 burgers and 2 drinks in 325

Introduce a Family deal from 7 to 12 The deal should include 4 burgers 4 fries and 4 drinks in 1000

Introduce fun sim sim for kids The deal should include 1 small burger, 1 small fries,1 small drink, 1

chocolate (packed in a cartoon wrapper) and a toy 250

Packaging Transparent paper glasses Newly designed boxes for burgers Special packaging for fun sim sim meal (boys

and girls separate) Take away packaging

Advertising channel Media

Tv Radio Internet Billboards News papers Magazines

Thank you