Introduction
The purpose of this memo is to propose adding distinctive and healthful menu options to our beloved burger menu without losing the support of our loyal customer base. This report will include the healthful menu options that I wish to bring forth to the company and recommendations to ensure that these changes will not affect our current customer base. We’ve included the budget for the new menu as well as its non monetary benefits for the company as a whole. We recommend stressing the impact that changing the menu will have on our customers’ overall wellbeing. Companies like ours play a powerful role in shaping the culture and environment that influences the health-related behaviors of young people. There’s no doubt about it, most
…show more content…
(Kale salads would be a huge upgrade from iceberg lettuce, which has almost zero nutritional value)
Reduce the antibiotics in the meat in our burgers and chicken (Antibiotics are typically used to make the animals gain weight, but for humans who eat the chickens, the antibiotics are thought to increase the risk of diseases resistant to antibiotics)
No longer use azodicarbonamide in our bread.
(Azodicarbonamide is a whitening agent and "dough conditioner" that improves volume and texture in cereal flour and bread.) Removing soda as an item from our kids
…show more content…
However, the revenue growth has been declining. For the last 12 months ending on September 30, 2015, Burgers and Shakes (BAS) had revenues of $2.1 billion. The revenues grew ~10% year-over-year, from $2.2 billion.
Other restaurants—like Chipotle Mexican Grill (CMG)—had a CAGR of 20% over the past ten years. McDonald’s (MCD) had a CAGR of only 3.2% over the same period.
High growth
In the restaurant industry, our high growth will likely come from the fast-casual restaurant concept.
Our growth results depend on the impact of our pricing, promotional and marketing plans and our ability to adjust these plans to respond quickly to economic and competitive conditions.
Our existing or future pricing strategies and the value proposition they represent will continue to be important components of our overall plan, may not be successful and could negatively impact sales and margins. The promotion of our menu offerings may yield results below desired levels.
New restaurant openings and comparable restaurant sales increases are important factors contributing to Chipotle’s increase in revenues in recent years.
1.3 Market Segment Chipotle is classified in the restaurant industry as fast casual, a combination of the quick serve and the casual dining segments. Fast casual restaurants have the following attributes: high quality food, upscale atmosphere, higher check averages between $7-$11, and pay at the counter (What exactly is fast casual?, 2008). 2.0 Market Opportunity Analysis 2.1 Market Trends The restaurant industry grew to $403.5 billion in 2010, a growth of 2.1% from 2009 (Consumers still thrift when dining out, 2011).... ...
Fast food has infiltrated every nook and cranny of American society. Everywhere you turn you can see a fast food restaurant. An industry that modestly began with very few hot dog and hamburger vendors now has become a multi-international industry selling its products to paying customers. Fast food can be found anywhere imaginable. Fast food is now served at restaurants and drive-through, at stadiums, airports, schools all over the nation. Surprisingly fast food can even be found at hospital cafeterias. In the past, people in the United States used to eat healthier and prepared food with their families. Today, many young people prefer to eat fast food such as high fat hamburgers, French-fries, fried chicken, or pizza in fast
worldwide with revenue of more than $405 Million for the year 2009. Its operations are based primary in the United States, but have begun to expand to other countries. According to
CAGR – from 2007 – 2011 Chipotle’s total revenue increase at a compound annual growth rate by 20.2%
“Today, more than 95% of all chronic disease is caused by food choice, toxic food ingredients, nutritional deficiencies and lack of physical exercise” Mike Adams (1967- present). People tend to believe our obesity epidemic is due to our high-calorie fast food restaurants. They are quick to blame others for their own mistakes and their willingness to change their eating habits. Fast food restaurants are not to blame for our obesity problem in our society but as a consumer, we are making that ultimate choice. We need to stop and think about what we are putting in our bodies and what they are doing to us. Yes, it’s true, it’s easier to find a McDonalds than a fruit or vegetable stand, but why not choose the salad with half the dressing at McDonalds
Healthier and Diversified Menus In a world where consumers are more aware of what they consume, it is vital that Tim Hortons exploits all opportunities in order to stay ahead of their competition, especially when it comes to healthier menus. Before people used to count burgers but now they count calories. Non-fat products need to be developed and need to be introduced into Tim Horton’s line of products. The range of products need to grow to encompass the broad range of customers.
However, when creating fast food restaurants, the industries were not thinking about the negative effects such as obesity. Other than obesity, other harmful effects exist as well. Fast food restaurants serve unhealthy products such as greasy foods and artificial meat that lead to dietary health issues in many adults and children. A recent study showed that “Young children who are fed processed, nutrient-poor foods are likely to become unhealthy teenagers, and eventually unhealthy adults. Now twenty-three percent of teens in the U.S. are pre-diabetic or diabetic, 22% have high or borderline high LDL cholesterol levels, and 14% have hypertension or prehypertension”
McDonalds promotes the construct of “healthiness” as a justification as to why a consumer should purchase their food. This article introduces an interesting viewpoint that despite these claims of “healthiness” or even the inclusion of low calorie options does not ensure that the consumer will not overconsume their food. I will use this source to expand the findings in "Nutritional Quality at Eight U.S. Fast-Food Chains 14-Year Trends” which argues that despite the addition of “healthy” options at fast food restaurants, the overall nutritional quality of the menu remained poor. An analysis of these two sources will be used to help answer my research questions: what consists of healthy food in the McDonalds “Questions” campaign and what are the implications of this definition of healthy food? I will use these sources to support the significance of my claim. Specifically, I will use Downs as evidence for my claim that despite marketing campaigns aimed at redefining McDonald’s as a healthy option, the definition of healthy food that these commercials promote is too limited and ultimately attempts to conform to new definitions of healthy food without actually changing their
Focusing on the well being of the customers should be the main focus of any major company, especially fast food companies. By reducing the amount of unhealthy choices for children and replacing them with nutritional foods, the nation’s youth will benefit.
When researching McDonald’s through online sources, it is clear that nutrition is a major concern of the public visiting the fast-food chain. Secondary research conducted shows that there are several case studies and other secondary source searches around the same topic. McDonald’s has often been the center of nutritional attention within the fast-food industry. Secondary research shows that the restaurant has recently made changes to the American Happy Meal to reduce the amount of French fries offered and replace the portion with fruit (Strom, 2011). In a study conducted by McDonald’s a secondary source reports the meal cuts calories by 20% for the children’s meal (Strom, 2011). This is a critical move by the organization on children’s obesity is currently a hot topic within food chains and attention is driven by the Obama administration. Secondary research also shows that although the public has major health concerns with the food chain, profits are increasing during a high point of an economic recession (Dahan & Gittens, 2008). Acco...
Now in days fast food restaurants franchises have become more popular in the last decade than ever before.
Now that we know what the problem is, we are able to examine various options to fix the problem. The first and foremost approach Burger King can engage in is differentiation. They need to bring variety to their menu and include a plethora of healthy options. Obesity is rapidly growing especially within the United States, as well as, the amount of fast food chains. Burger King can set themselves aside from other chains by providing those healthy, yet delicious menu choices. For example, Burger King can introduce a children’s meal that provides a choice of fruit as their side and a healthy drink such as apple, orange, or pineapple juice. This would be appeal to parents of young children, especially when parents are in a big rush and look to fast-food restaurants for quick food fix.
· another segment of the fast-food industry is comprised of a non-hamburger restaurants, growing trend is moving customers to non-burger sandwiches
Each individual in America has a goal he or she wants to accomplish. Whether it’s to purchase a new car or a huge home, it’s a goal wanted to be reached. However with the amount of fast food that Americans eat today, they will have a hard time accomplishing these goals because of the obesity or even disease they’ll have from the fast food. One major fast food that we like to eat while on the go is hamburgers. If it’s breakfast we grab a burger, if it’s lunch we grab a burger and even when it’s dinner we will grab a burger and might throw in some fires and a huge soda to go with it. Hamburgers are one of the leading causes of obesity and disease catching food.