Fast Food restaurants are still aspirational for many consumers around the globe. Economic upheaval continues to linger with employment instability in most developed countries. All the while in developing countries showing signs of growth or stability like Brazil, China, Africa a stable or growing economy has powered lower-level economic groups to the “new middle.”
Fast food branded restaurants are leveraging Two Tier Pricing to first garner trial and secondly build brand loyalty. They offer entry level branded products like McDonalds dollar menu that allow existing customers trial and existing customers trade up either with LTO’s or specials on branded menu items.
The Euromonitor put it this way. “Fast food is changing, and not just in the category's dominant US market. Amidst fierce competition, fast food brands have been forced to differentiate themselves with broader menus, better food and higher-end outlet designs. In developed markets this has led to the popularity of the fast casual segment, but in emerging markets (most of which show a strong preference for full-service dining) it has helped fast food gain traction as a modern, lower-cost alternative to more traditional foodservice formats …
The branding opportunities inherent in the fast food business model have also allowed these chains to appeal to developing market consumers' taste for exciting new dining experiences. South Africa-based chicken fast food brand Nando's, for example, has relied on strong branding, exciting flavours and a unique dining experience to set it apart from other chicken fast food chains, a fact that helped it achieve 19% value growth in 2011. Similarly, UK bakery products fast food brands EAT and Pret a Manger have both found success with a positioning of convenient, high-quality food, a modern atmosphere and quick service.
A focus on fresh, high-end ingredients, especially, has helped the brands compete with more traditional fast food concepts, and this kind of above-and-beyond competitive positioning will continue to integral to the success of any new fast food concept….
The universal commonalities in reay-2-eat and heat-N-eat fresh prepared food are fueling retail success around the globe. Is your company building two restaurants a day in 2012 like 7 Eleven is? Why not?
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