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