The goal of the article is to understand and analyse the success of a local fast food restaurant Burger Time 69, a late night burger shop located in Oxford Street, Brisbane (gourmandandgourmet.com.au 2016). This is a case study emphasizes on the process by which Burger Time 69 has been building its brand value among the customers. This food chain primarily offers hamburgers, French fries, soft drinks, milk shakes and fried chicken (Burger Time 69 2017). The research includes the changes Burger Time 69 has conducted over time and the marketing strategies they have developed in the brand development. Branding is entirely dependent on the consistency and performance of a restaurant (Hwang and Ok 2013). Other aspects like communication methods, advertising, promotions and marketing are secondary to the quality of food for a brand (foodora.com.au 2017). The familiar logo of an animated red burger on black background is appropriate because it rightfully symbolises the availability of the store at night. Burger Time 69 faces stiff competition from the international competitors like McDonalds and Burger King in Australia (Freeman et al. 2016). Multi-national companies always pose a threat to the local companies (McGraw 2014). The uniqueness of Burger Time 69 lies on its survival and popularity and this makes the research important. Like the big giants in the market Burger Time 69 is also criticised for its quality, but the cheaper rates and customer satisfactions has held its course (OzFoodNet Working Group 2015.). In recent times, people have been searching for healthier options and the fast food restaurants (De Vogli, Kouvonen and Gimeno 2014). This could affect Burger Time 69 in the distant future. The variables of the research are the market reports, the reports of the food inspectors and sales report, which are available in Australia (Morley et al. 2013).
Purpose of the study
The purpose of the study is that in the light of stiff competition from multi-national brands and the constant negative publicity for the ‘unhealthy’ food quality, how Burger Time 69 remains to be successful in the market of Australia. After the entrance of KFC, McDonalds and Burger King along with coffee franchises like Starbucks and Barista, how does Burger Time 69 still survive?
The basic question of this research is to understand and analyse the success and market strategies of a small food franchise business called Burger Time 69. Burger Time 69 has become a household name in Brisbane and Queensland because of its cheap rates and good quality of American Burgers. The sanitation and healthy food is also a major issue at present in Australia (Garcia et al. 2014). This research will help to understand the entire scenario. It will emphasise on where Australia stands in health policy in terms of restaurants. The questions which I wanted to raise are:
- What are the strategies implemented by the Burger Time 69 to compete with other food giants in the business?
- What is the reason of the success of Burger Time 69?
- Is healthy food available in Berger Time and other fast food chains?
The success of Burger Time 69 depends on the traditional style of pizza it offers to its customers. Therefore, the dependable variable in this research is the success of Burger Time 69 and the independent variable is the traditional style of pizza it offers.
The research is about the sustenance of a small food joint chain Burger Time 69 in Australia and how can we analyse the recent reports of hygienic and unhealthy food in the stores like Burger Time 69. The research questions are:
- To understand and explain how a small restaurant chain has survived because of the food they are offering.
- To explain why the small businesses or restaurant corporations are in a downfall whereas big giants like McDonalds and Burger King is in the rise.
- To explain why the sanitation and cleanliness is responsible for unhealthy food in various restaurants and why Burger Time 69 is a prime example of such an issue in the recent times.
Reason for collecting data
The data which has been collected will play an instrumental role in framing the research proposal about the Burger Time 69. The data will be used in framing the market liabilities and abilities of Burger Time 69 in the market of Australia. Australian market is full of burger lovers, so it is necessary to find out the business strategies which are implemented by Burger Time 69 to survive in the market (Pollard et al. 2014).
Data Collection Procedure
Most of the data were collected from the secondary sources like official websites, media reports, Government’s health reports, sales reports, public reviews and other such important documents. The reports are authentic and collected by keeping all legalities in mind.
Duration of the Research
It will take about two months of time for this research as the entire data is based on secondary sources. The health reports, the survey reports and the public opinion available in the social media will take a time of about two months.
This research is important as it is based on a subjective point of view which is influenced by several other secondary sources. The websites, media reports and the sales reports defines proper information about the company and this displays a profound idea about the food chain. The method gives an insight into American fast food market depending on the economic reports, public reviews and overall American fast food market.
Burger Time 69 is majorly dependent on the working class people who want cheap and tasty food. The study design of the research deals with the analysis of Burger Time 69 with its competitors in the market. It also has the USP by which it survives for more than 20 years despite being a local fast food company (Garcia et al. 2014)). The data is first obtained from the authentic websites and reports and then it is analysed and visualised through research to reach the conclusion.
My data collection procedure is directly related to the web pages of Burger Time 69 and others. The collection of the data was based upon the USP of Burger Time. The speciality of the burger and other recipes of Burger Time 69 have been pulled out of the official website of gourmand and gourmet (an authentic Australian website) and weekend editions website. These two websites have created the idea of this research. The success story of Burger Time 69 in Australia and its market strategies are the main courses of this research.
Data Analysis Plan
The main idea of the research is to assign important findings on the survival and stability of Burger Time 69 in Australia. The steps for the research are as follows:
- To note down the important data from the useful websites and reports into word document.
- Reading and annotating the information and data which is obtained from the sources and record relevant observation into notes.
- Review the data and statistics and generate a theme for the research.
- To initiate the reflections on the sources and project the researcher’s point of view into it.
The results would be the authentic and old style American burger is the reason behind the success of Burger Time 69 in Australia (theweekendedition.com.au 2017). The entire menu of Burger Time 69 signifies the cheap rates which is around 5 to 19 dollars. This encourages the common people to visit Burger Time 69. The take away option also helps the restaurant to keep the sales quantity up.
Implementation of the study
The research was difficult for certain reasons. The entire research is based on secondary sources, which could have been other way round but it was not possible for me to go and spend months in Australia for the primary sources. Therefore, this remains one of the basic weaknesses of the project. However, it was fortunate to find enough data about the food joint chain in the internet and the reports. The holistic point of view of the project which both deals with positives and negatives of Burger Time 69 makes it special.
This research can be really useful for the further researches on the local food joints around the world. The entire research stands on two subjects, one how a local fast food chain is facing the competition from the huge giants like Burger Kings and McDonalds; what is the reality behind the ‘unhealthy’ food there? The rise of the local food joints in the recent times is a fact in Australia. Burger Time 69 is none of them; they sustained themselves well, improved their infrastructure but could not reach the level of the big fast food corporations. The research will churn interests on such regional business successes in the future. The research is also significant because of the hygienic and sanitation problems in the restaurants of Australia and all major countries. Further researches in all these subjects can get a lot of aid from this research.
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