Strategic analysis of Viagio : a pasta restaurant

Résumé du document

Viagio was born in December 2004, from the collaboration of the group Bertrand and the French leader of the pasta market: Panzani. They wanted to create a new concept of fast food targeting families. They opened their first restaurants in Paris and now have 18 outlets all over France. They will soon open two more restaurants overseas, one in the United States and one in Kuwait. Viagio first offered pasta thanks to a unique process of cooking but quickly diversified with salads, sandwiches and desserts. The slogan: "L'alternative au hamburger" clearly shows the willingness to position themselves as an alternative of the 'giants' of the sector like Mc Donald's, Quick or KFC, by offering products more ?healthy'. Thanks to the Ansoff matrices, we can opt for a strategic choice of developing new products. It consists in a limited prolongation of the activity perimeter. Viagio has already launched new products but its range of products is too limited compared with some others fast-foods and it must thus innovate and diversify its products quickly. As they are positioned on the ?dietetic segment' they have a huge possibility to find new products. They can for example sell some salads; it will stick quiet well with their strategy. They can also sell some organic food, but it must stay marginal in order to not cross the line between the 'dietetic' and the 'organic' segment. In this anthill of fast food, the offer is one the most important factors in getting away from the mass of the competitors. The diversification of the offer must be well thought and must correspond to the strategy. It will enable the company to enthuse customers who tend to get weary of fast food.

Extraits

[...] PESTEL analysis The PESTEL analysis gives us a macro-economic point of view, then we will see the model SWOT for a more micro economic way. SWOT analysis Some points merit to be highlighted. Concerning the opportunities, the economic crisis could be something positive because it can attract more customers seduced by cheaper prices who can't pay a meal in traditional restaurants anymore. Concerning the threats, ‘overdose' means that people could be bored by the multiplication of fast foods and could boycott it. III- Positioning Positioning of Viagio “L'alternative au hamburger” the message is clear. [...]

[...] International Strategy Viagio has opened two restaurants abroad: one in the United States and another in Kuwait. It can be a little bit premature to open restaurants in countries such far from France while the company is not well established in France with only 18 restaurants. This strategy is dangerous and Viagio has better to well set up in France first and after look for developing in foreign countries. Furthermore, they could have started by set up in French speaking countries like Belgium or Switzerland because generally, companies have the same strategy and communication in those countries. [...]

[...] They are also firms that have a strategy of higher prices and much healthiest food like Exki even if they are few of them at this moment. So Viagio is traps in a situation where there are competitors which offer low price food and on the opposite competitors which delivers food with more healthy attributes. For the moment, companies like Exki are just started and are not established in many places. However, when these types of new fast food will grow up, Viagio will be in an uncomfortable position delivering healthy food but less than other one with prices not to high but not cheap at all. [...]

[...] The picture shows the time average of different meals of a day. The breakfast is the meal where French people spend less time with an average of 17 minutes. Then the lunch comes in second position with 33 minutes and finally the dinner with 38 minutes. In fact, we see that people eat quickly and this is the trend, Frenchs spend less time than before to eat. The industry life cycle The industry of the Fast-Food is in the growth stage as we can see on the draw. [...]

[...] They can also sell some organic food, but it must stay marginal in order to don't cross the line between the ‘dietetic' and the ‘organic' segment. In this fast food's anthill, the offer is one the most important thing to get away from the mass of the competitors. The diversification of the offer must be well thought and correspond to the strategy. It will allow inspiring with energy the customers which can be weary of the fast food. The other main key factor is the location. [...]