Strategic management in business operations of the fast food chain restaurant Quick

Résumé du document

Quick is the largest chain of fast service restaurants in Europe. It was founded in 1971 in Belgium and is one of the direct competitors of Mc Donald's. By 1st January 2006, the company had built a network of 406 restaurants, most of them in France, Belgium and Luxembourg. Moreover, it in is this year that the company became French after a takeover. Instead of operating like its principal competitor Mc Donald's, Quick tries to follow a different strategy by a promotion campaign based on taste. Besides the many operations that the company proposes, like new products in their range all over the year (which keeps new customers coming), Quick underpins its mission with its individual advertising by emphasizing the difference: "Quick, the taste?. They want people to think that they will get the best product in this restaurant, and not in any another. It claims to have better products than its competitors. They convey their message to people through TV advertising, radio spot, and street advertising. All the operations the restaurant proposes are around this theme. They don't really use support like Mac Donald's and communicate more about the taste of each product.

Extraits

[...] This school shows how the company is evoluate, and how they want to work. Indeed, they don't only want to sell products they also want to make people have a particular image of the company, and make people think Quick not Mc Donalds Bibliographie indicative - Les enjeux du flux tendu dans le fast food : le cas de Quick. Thèse de Raoul Nkouatchet, sous la direction de Jean-Pierre Durand - La restauration rapide et ses stratégies d'implantation dans l'espace citadin. [...]

[...] -Workers: Quick give to some companies some cards which offer them a discount on many menus, it moves people to go and eat to the fast food for their lunch break. That's why, they propose many different kind of menus, like salads of vegetables, there are not only burgers, they tryed to diversified the food to move people to go there to eat. This is a really good way to make people coming to this restaurant because most of them would not come of they didn't have those discount, it moves them to come there. [...]

[...] IV-Long term objectives In opposite to a most of the french fats food restaurants in France, Quick give a lot of reduction for their customers. Indeed, by develloping partnership with companies, they propose a lot of discounts. Then, the employees who want can have special prices on burgers, or a discount on their bill. Quick wants to develop its network of consumers where they are implemented. Quick wants to improve this, and keep doing some partnership with companies, because that's the best way to increase their sales. [...]

[...] In the moment in which the photographer announces the famous formula "Cheers", according to the great surprise of the listener, every person extracts a product of the operation “Total Cheese " that plays this way the letter of the game of word between the expression and the intelligent promotion of the new products of the range Quick. The white of the offer is showed that the families, the personnel and the young men are invited to taste the offer Cheese. This luminous point has been a fact in front of the Eiffel Tower in order to show that the cheese is an emblem of France the same thing that the Eiffel Tower. [...]

[...] It was founded in 1971 in Belgium and is one of the direct competitors of Mc Donald's. On January the first 2006, the company had built a network of 406 restaurants, most of them in France, Belgium and Luxembourg. Moreover, it is this year that the company became French after an offer. QUICK IS: -406 restaurants in the world -72 restaurants in Belgium - employees -221 millions of consummers/ year -180 millions of burgers sold / year -41 millions litter of drink and scores of French fries consummed / an The principal challenger of Mc Donald's Quick has of market share in France and for about 65% in its home country: Belgium. [...]