This report intends to introduce a product idea for A & W Restaurant chain, as they want to add value to the target market and further enhance the customer base. In order to approach the newer customer base or add more significance to the product a simultaneous service will be launched too. Further, it will explain how this new product and linked service can be positioned in the market. A set of strategies will be considered to improve potential sales and profitability.
A& W restaurant chain, Canada is famous for its quality and maintenance of hygienic procedure. Acknowledging the changing consumer behaviour and food habits the restaurant is thinking for launching a new product, which will help to cater market needs. The restaurant, as mentioned before, is famous for their burgers and presents their ambience as family friendly. However, with the progression of time A & W realises if the restaurant would not come with a variation in food menu then it will be difficult to sustain the competitive advantage in market.
According to the recent feedback programme and market research conducted by the marketing executive team of restaurant chain, the families are made of people of different age groups. Thus, senior members can have issues with their health, children are not allowed to eat junk food regularly and people are becoming calorie conscious even when they are coming to a restaurant. Recognising the potential market threat, A & W would better come up with healthy alternatives to attract the existing target market and health conscious people.
The product solution is customized burgers and healthy burgers. Customized burgers will be prepared as per customers’ choice of ingredients. While taking up the orders waiters will pass on a slip, where customers are expected to write name of ingredients that may cause harm to their health. Chefs will consider that and prevent people from potential risk of allergies or other health hazards. Healthy burgers will be prepared using low fat cheese, baked patty instead of fried one, full of vegetables and bread made of multi grain or sweet potato flour.
According to Bigliardi and Galati (2013), as pricing strategy will be modified for this particular variation, it will take time to approach customers for trying these healthy alternatives and get success accordingly. Although, companies like McDonald’s being the immediate competitor of A &W, has not yet explored strategy of launching healthy bites to ensure long term impact over target market. However, they have a powerful pricing strategy, strategic and psychological pricing strategy, which are difficult to predict. Although, A&W has been serving families with small budget, considering a reading of Saguy and Sirotinskaya (2014), yet for this innovation, price will be higher yet assure best quality. Recommendation is after archiving success on this venture, restaurant can think for own online food delivery application to fulfil purpose of better service.
The study of Filieri (2013) suggests, in order to position the new product in existing target market and to approach new customer base, it is essential to understand the aspects behind this innovation. A & W is trying to address the health issues of Canadian population to sustain their position in market and to strengthen a competitive edge as well. Target market is families who have low budget mainly, yet new product will position itself considering the trend of consuming healthy foods. People are fitness conscious or suffering with health problems will opt for healthy or customized burgers even paying a little higher.
As the idea is new, customers must know about the offered product first. Sales and marketing team can work for developing effective marketing strategy to launch products into market with the help of print and media advertisements. Social media pages of restaurants will be updated with news of this product innovation. Customers can be offered to have a bite of new offering as complementary with ordered items in order to gain feedbacks. Positive feedbacks can be considered as encouragement and potential success of new product idea.
Direct marketing strategy, by offering the customers on visit to taste and social marketing strategy are cost effective and approachable to wider range of audiences rather than traditional advertisement procedure. The restaurant can offer discounts on special days like if it a customer’s birthday or anniversary. Besides, sending gifts like complementary French fries or dips with the ordered food in case of home delivery will enhance the value of the offered products.
Therefore, it can be concluded that changed dietary requirements of Canadian families and to cater their tendency of consuming low calorie healthy foods A&W restaurant chain wants to come up with customized and healthy burgers. This innovation will not only address health issues of family members; it will serve fitness freak youths also. Simultaneously, this strategy will help to sustain the competitive advantage and help the organisation to create a long-term impact over market.
Bigliardi, B., & Galati, F. (2013). Innovation trends in the food industry: the case of functional foods. Trends in Food Science & Technology, 31(2), 118-129.
Filieri, R. (2013). Consumer co-creation and new product development: a case study in the food industry. Marketing Intelligence & Planning, 31(1), 40-53.
Saguy, I. S., & Sirotinskaya, V. (2014). Challenges in exploiting open innovation's full potential in the food industry with a focus on small and medium enterprises (SMEs). Trends in Food Science & Technology, 38(2), 136-148.
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