Strengths And Success Factors Of Local Australian Fast Food Seller: Burger Time 69, An Essay.

Background

Discuss about the strengths of local Australian fast food sellers.

The aim of the study is contribute to the literature which goes into finding out the strengths of local Australian fast food sellers. It takes the fast food seller Burger Time 69 as the base of the study. The first section elaborates in the factors which have led to the growth of fast food market in Australia. The next two sections elaborately discuss the variable factors and health issues of consuming fast food. The next section tells the readers about the prevailing indifference among the Australians about the health and their growing love for them. The last two sections deal with threats to local fast food manufacturers face from international players and the challenges which the latter face internationally. A section discussing the threats and difficulties Burger Time 69 faces from local market has been added to enrich the assignment.

The success of the fast food industry is its power to cater to the needs of the fast food lovers with a variety of fast food items. The critical success factors of Burger Time 69 are its ability to provide a variety of fast food items at reasonably low prices. These two factors namely variety and prices have led to the immense success of Burger Time 69 in spite of stiff competition from fast food giants like Starbucks and KFC. Burger Time 69 is a late night fast food seller in Australia and offers a wide variety of food items like items made from chicken, ham, pork, vegetables and also offers milk shakes. The fast food chain is also present on Zomato where the customers can place orders (zomato.com 2017). The newest success factor of the chain is its online presence and order accepting capacity.

The study shows that the unique selling proposition of Burger Time 69 is its capability of offering a variety of food items at low cost (Garcia et al. 2014). The company has withdrawn from gourmand and gourmet which is a food ordering portal headquartered in Brisbane, Australia (Gourmand & Gourmet 2017). It can also be pointed out that the fast food seller is present on Zomato which is an international food ordering portal and shows details about restaurants including items and their prices. Hence, the fast food seller can receive orders online which help it to receive hundreds of orders and cater to several fast food lovers at the same time.

Critical success factors

The independent variable of the research is the power of the firm to offer traditional pizza. It can also be added that Burger Time 69 offers a wide range of food items like Chicken Chin Chin, Philly Cheese Stalk and Zues Burger. The fast food seller offers items made from ham, chicken, pork, vegetables and a variety of spices. It also offers products like beef pattie, mac n cheese and haloumi which act as add ons to the main stream food items. Thus, the variable product of the restaurant consists both of main food items and a platter of complementary food offering to make the main food offerings more enjoyable. The fast food chain is capable to creating customer satisfaction which has helped it to sustain and compete with international players like KFC and Starbucks.

Burger Time 69 being a fast food seller faces criticisms due to calories and health issues just like its international counterparts. The small restaurants are finding it tough to exist in the face of pressure to provide healthy food. It must also be pointed out that the international fast food giants like KFC also face similar criticisms(De Vogli, Kouvonen and Gimeno 2014). The food products of the multinational brand are unhealthy as they contain high levels of sodium and oil. The unhealthy products are detrimental to health and affect the organ systems like reproductive system (Uk.blastingnews.com 2017).

Fast food items like burger and pizzas taste great but their impact on health is often underestimated. The growing prevalence of fast food in the global food chain is resulting in the increase in obesity and other physical problems (Monteiro et al. 2013). The people, especially the middle income group overlook this fatal impact of fast food and indulge in easily available and food items. These high processed fast food items are also rapidly dominating the richer class. The consumers often underestimate that the consumption of fast food alters the entire eating and drinking habits of individuals.

The people of Australia love fast and are indifferent to its ill effects as proven by the studies. Australians love fast food in spite of reporting food poisoning occasionally (Pollard et al. 2014). It can be pointed out that researches show that Australians exhibit lesser interest in cooking and overlook the relationship between health and diet (Thaichon and Quach 2016).  They are more interested in take away fast food which takes less time. These factors have resulted in the plummeting of demand of fast food which has led to the growth of local fast food joints like Burger Time 69 (Thaichon and Quach 2016). This indifference among the Australians about impact of fast food on health also helps the fast food businesses thrive.

Variable

Data claims that the international fast food giants are thriving while the local fast food businesses are shrinking. According to an article, the Australians are increasing their fast food consumption which means that fast food business has a great future (BBC News 2017). This has attracted the international players like KFC and Starbucks to the profitable markets of Australia. These international fast food chains give stiff competition to the local fast food makers like Burger Time 69. However, as the demand is pretty high and on increase, Burger King sustains in the Australian market due to increasing popularity of fast food in Australia. The fast food makers offer a variety of items at reasonable prices which make to affordable to a large number of customers. For example, McDonalds offer the items at about same rate as the local junk food outlets. This power of the international junk food sellers to offer items at same price as the local ones pose stiff challenge to the latter. However, both the international and the local fast food businesses thrive owing to the growing market and demand (Fast Food Menu Prices 2017).

The study was tough because it covers a wide area and required collection of several types of data. The study elaborately speaks about the positive aspect about the fast food joints and but to stay silent on the negative aspects except the statement that the food is ‘unhealthy’.

Burger Time 69 sells a great variety of fast food items which finds a large number of buyers. The local brand sustains on its reputation of offering tasty fast food items at reasonable prices. It faces competition and difficulties from various factors, some of which are beyond its controls.

Burger Time 69 faces a stiff competition from local restaurants which offer food at similar rates. There are several restaurants like Greaser, the Wickman and other local food chains which offer Burger Time 69 a stiff competition for market. Many of its competitors are present on online food ordering websites who accept offers online. This similar marketing strategy adopted by local competitors has made the competition for sustenance very stiff.

As pointed out before, Burger Time 69 faces a lot of criticism from health authorities, media and consumer forums. The Parliament of Australia points out that fast food is responsible for health problems among the children and is the cause of one of the biggest physical problems of children, obesity. The article state that a majority of the people hold the advertising and promotional activities undertaken by the fast food sellers are responsible for this. The children and their parents are easily attracted towards these advertisements which encourage them to consume fast food. It can be opined that such a publication from none other than the Parliament of Australia can make marketing and selling of fast food more difficult for fast food sellers like Burger Time 69(Aph.gov.au 2017).

Threats for health issues

The second difficulty Burger Time 69 faces is competition from healthy food backed by the Commonwealth Government. The government is thinking over imposing a tax on fast food to make it as costly as healthy food. The health associations view this as an initiative to change the lifestyle of people towards healthier one. There are also views against the taxation which opines that the taxes would hit the local fast food business because they would lead to cost of raw materials are well. The increase in cost of junk food may people opt for similar priced healthy food. This will surely impact the local fast food sellers like Burger Time 69 whose business area is limited (Lewis 2017).

The international food chains like KFC and McDonalds face a lot of challenges while operating internationally. A study shows that the international food giant McDonalds face challenges as the customers prefer organic food items like organic kale to the ‘unhealthy’ fried food offered by the fast food chain. The fast food chain has to face criticisms and protests to raise the minimum wages. The company also faced political and legal intervention from the US Labour body. The body has commanded the fast food giant to be responsible for the treatment of the employees of its franchisees as well. The direction includes the entire network of franchisees owned by McDonalds around the world. This analysis shows that the multinational food chains are growing but have to face several types of legal, political, economical and social challenges in all their markets (Ft.com 2017). Thus, the invention of political, economic and social bodies like governments and labour unions impact the operations of the fast food industry internationally.

Conclusion:

The discussion shows that the fast food market in Australian is growing due to the love for junk food among the people. The fast food items are harmful to the health of consumers due to their excessive salts and spice content. The fast food consumers, particularly the Australians often underestimate the damage fast food does to their health and gorge on them owing to their irresistible tastes and affordable prices. The local fast food sellers like Burger Time 69 face stiff competition from international players like KFC and McDonalds. The growing market of fast food however gives space for both to survive. The international fast food giants face challenges like labour problems while operating in the international market. They too face health issue related criticisms like their local counterparts.

References:

Aph.gov.au. 2017. Marketing obesity? Junk food, advertising and kids – Parliament of Australia. [online] Available at: https://www.aph.gov.au/About_Parliament/Parliamentary_Departments/Parliamentary_Library/pubs/rp/rp1011/11rp09 [Accessed 19 Jun. 2017].

BBC News. 2017. Australians eating too much junk food, report finds - BBC News. [online] Available at: https://www.bbc.com/news/world-australia-33843857 [Accessed 13 Jun. 2017].

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Garcia, J., Dunford, E.K., Sundstrom, J. and Neal, B.C., 2014. Changes in the sodium content of leading Australian fast-food products between 2009 and 2012. Med J Aust, 200(6), pp.340-4.

Gourmand & Gourmet. 2017. Home | Gourmand & Gourmet. [online] Available at: https://www.gourmandandgourmet.com.au/ [Accessed 13 Jun. 2017].

Hwang, J. and Ok, C., 2013. The antecedents and consequence of consumer attitudes toward restaurant brands: A comparative study between casual and fine dining restaurants. International Journal of Hospitality Management, 32, pp.121-131.

Monteiro, C.A., Moubarac, J.C., Cannon, G., Ng, S.W. and Popkin, B., 2013. Ultra?processed products are becoming dominant in the global food system. Obesity reviews, 14(S2), pp.21-28.

Pollard, C.M., Meng, X., Williamson, S., Dodds, J. and Binns, C.W., 2014. Eating out is associated with self-reported food poisoning: a Western Australia population perspective, 1998 to 2009. Public health nutrition, 17(10), pp.2270-2277.

Thaichon, P. and Quach, T.N., 2016. Online marketing communications and childhood's intention to consume unhealthy food. Australasian Marketing Journal (AMJ), 24(1), pp.79-86.

Thaichon, P. and Quach, T.N., 2016. Online marketing communications and childhood's intention to consume unhealthy food. Australasian Marketing Journal (AMJ), 24(1), pp.79-86.

Uk.blastingnews.com. 2017. Cite a Website - Cite This For Me. [online] Available at: https://uk.blastingnews.com/health/2016/09/is-kfc-bad-for-your-health-what-researchers-say-001100237.html [Accessed 13 Jun. 2017].

zomato.com. 2017. Burger Time 69. [online] Available at: https://www.zomato.com/brisbane/burger-time-69-bulimba/menu#tabtop [Accessed 13 Jun. 2017].