CHAPTER
1 : PRODUCT OVERVIEW
1.1 Introduction
A&W Restaurants is a chain of fast-food
restaurants distinguished by its draft root beer and root beer floats. A&W
was the bought over by KDU in 2001 and in 2008 embarked on an aggressive
expansion drive to revamp and expand its reach. A&W (Malaysia) Sdn Bhd has outlets in Penang, Selangor, Kuala Lumpur, Negeri Sembilan, Melaka, Johor, Pahang,
Terengganu and Kelantan. The company was founded in 1919 and is headquartered
in Petaling Jaya. It operates as a subsidiary of KUB Malaysia Bhd. In 1963,
A&W Malaysia entered The Malaysia Book of Records as the 1stFranchise
Restaurant in
Malaysia. A&W Jalan Tuanku Abdul Rahman (Batu Road) was the first fast food franchise
restaurant in
Malaysia and Asia. The restaurant is still in operations until today. A&W
serves typical fast food menu of burgers and onion fries, as well as hot dogs.
Their signature “A&W Root Beer” is made from real cane sugar and a
proprietary blend of herbs, bark, spices and berries where the mug would be
kept in the freezer prior to being filled with root bear and served to the
customer. Other than that, they also serve sweet and treats like waffle and ice
cream. Customer can choose to walk-in dining through the drive through section,
and delivery section. A&W is different from others fast food restaurant
like Mcdonalds, PizzaHut, KFC, Subway and etc. A&W is committed to provide
customers with safe, delicious meals and operation restaurants that meet the highest
food safety standards. A&W mission is to satisfy your cravings for a
quality, tasty meal.
1.2 Problem statement and issues
The fast food industry is growing rapidly.
Example like Mcdonald, Pizza Hut, KFC, Subway, andBurger King has more doubled in a few years. Within this
year, A&W lost its market and plan to close down 24 outlets in Malaysia
because they wish to reposition its business and operations to achieve
sustainable growth in future. They are undertaking a corrective strategy and
reviewing the performance of each outlet. Due to the lack of advertising,
A&W’s market gradually being replaced by others fast food
restaurant. A&W’s branding
is not strength enough to state in customer’s mind, A&W brand image is
easily replaced by other fast food restaurant that always doing all kinds of
propaganda.
1.3. Objective
1.
To
enhance a better advertising
strategy to reposition the A&W brand
image and increase the popularity to compete with others fast food restaurant.
i. Find a proper marketing strategy on how to advertise their products to market. Example,
- Broadcast TV commercial or radio commercial to reach their audience.
- Internet
media, email, website, internet and ect.
ii. Create brand awareness by involving in more event or campaign. Example, having
booth exhibition in event or
campaign.
iii. Get more
improvement on A&W website and social network to let the people easily get the updates and
information from A&W. v. A&W’s website can create games in their sites to entice gamers to visit their website.
2. To identity why A&W popularity decrease in this few
years.
i. Survey analysis to find out the problems.
ii. Situation research about their target market.
iii. Research feedback and comments from
A&W’s customers
Aims:
1. To reposition A&W brand image in the
market.
2. To increase the popularity and awareness of
A&W.
CHAPTER 2 : PROJECT PROFILE
2.1 Product
Name: A&W Malaysia
2.2 Product Classification
The foods and beverages all are serving in high quality, fast served with typical menu. A&W is committed to provide their customers with safe, delicious meals and operating restaurants that meet the highest food safety standards. This commitment is at the heart of their operations and their supply chain management- from raw material procurement, including livestock and produce, to their restaurant food preparation and delivery.
2.3 Product Characteristic
A&W serves a typical fast food menu of burgers, french fries, as well as hot dogs. A&W is famous for its “frosty mugs” Root Beer. Below are the details for each main course available:
Main
2.2 Product Classification
The foods and beverages all are serving in high quality, fast served with typical menu. A&W is committed to provide their customers with safe, delicious meals and operating restaurants that meet the highest food safety standards. This commitment is at the heart of their operations and their supply chain management- from raw material procurement, including livestock and produce, to their restaurant food preparation and delivery.
2.3 Product Characteristic
A&W serves a typical fast food menu of burgers, french fries, as well as hot dogs. A&W is famous for its “frosty mugs” Root Beer. Below are the details for each main course available:
Main
Mains
|
Price
|
Double Mozza Burger
|
Rm8.20
|
Cheese Burger
|
Rm5.50
|
Double Deluxe Burger
|
Rm6.70
|
Chicken Sandwich
|
Rm7.60
|
Coney Dog
|
Rm6.70
|
Golden Aloma Chicken (2pcs)
|
Rm6.90
|
Golden Aloma Chicken (3pcs)
|
Rm9.90
|
Golden Aloma Chicken (9pcs)
|
Rm28.90
|
HotDog Basic
|
Rm3.50
|
Marina Fish Sandwich
|
Rm6.20
|
Grilled Chicken Burger
|
Rm5.70
|
Mozza Burger
|
Rm7.20
|
Sesame Chicken Bites (6pcs)
|
Rm6.50
|
Classic
Combo
Classic
Combo
|
Price
|
Coney Dog, combo meals are served
with Rootbeer (Reg) and French Fries (Reg).
|
Rm10.35
*Go large for RM1.20
|
Double Mozza Burger,
combo meals are served with Rootbeer (Reg) and French Fries (Reg).
|
Rm10.95
*Go large for Rm1.20
|
Cheese Burger, combo
meals are served with Rootbeer (Reg) and French Fries (Reg).
|
Rm9.25
*Go large for Rm1.20
|
Chicken Sandwich, combo meals are
served with Rootbeer (Reg) and French Fries (Reg).
|
Rm9.95
*Go large for Rm1.20
|
Golden Aloma Chicken, combo meals
are served with Rootbeer (Reg) and French Fries (Reg).
|
Rm10.35
*Go large for Rm1.20
|
Grilled Chicken Burger, combo
meals are served with Rootbeer (Reg) and French Fries (Reg).
|
Rm9.25
*Go large for Rm1.20
|
Marina Fish Sandwich, combo meals
are served with Rootbeer (Reg) and French Fries (Reg).
|
Rm9.95
*Go large for Rm1.20
|
Side
Sides
|
Price
|
Curly Fries
|
Rm3.90
|
French Fries (Reg)
|
Rm2.90
|
French Fries (Large)
|
Rm3.90
|
Onion Rings
|
Rm4.80
|
Sweet & Treats
Sweets
& Treats
|
Price
|
Waffle with ice cream (single
scoop)
|
Rm6.50
|
Waffle with ice cream (double
scoop)
|
Rm7.20
|
Waffle with syrup and butter
|
Rm5.90
|
Vanilla Sundae
|
Rm2.90
|
Beverages
Beverages
|
Price
|
Root Beer (Reg)
|
Rm2.90
|
Root Beer (Large)
|
Rm3.40
|
Root Beer Float Single Scoop Ice
Cream (Reg)
|
Rm3.90
|
Root Beer Float Single Scoop Ice
Cream (Large)
|
Rm5.30
|
Milo
|
RM3.80
|
Nescafe (Hot)
|
Rm2.90
|
Orange Juice
|
Rm3.80
|
Ice Peach Tea
|
Rm3.50
|
Mineral Water
|
Rm2.10
|
Breakfast
Breakfast
|
Price
|
Jump Start 1 (Scrambled egg, fish
fillet, chicken sausage, muffin, toast bread and butter, served with hot
coffee or tea)
|
Rm7.90
|
Jump Start 2 (Baked beans,
scrambled egg, chicken sausage, waffle and butter, served with hot coffee or
tea)
|
Rm7.90
|
Jump Start 3 (Scrambled egg,
chicken sausage, toast bread and butter, served with hot coffee or tea)
|
Rm6.50
|
Beary Meal
Beary
Meals
|
Price
|
Meal 1 (Beef Burger, 12oz Root
Beer, Small fries, 1 premium item. Upgrade to Milo for only RM1.00)
|
Rm7.50
|
Meal 2 (Hotdog Basic, 12oz Root
Beer, Small fries, 1 premium item. Upgrade to Milo for only RM1.00)
|
Rm7.50
|
Meal 3 (1pc Golden Aroma Chicken,
12oz Root Beer, Small fries, 1 premium item. Upgrade to Milo for only RM1.00)
|
Rm7.50
|
Meal 4 (4pcs Sesame Chicken Bites,
12oz Root Beer, Small fries, 1 premium item. Upgrade to Milo for only RM1.00)
|
Rm7.50
|
2.4
Product Range
Burgers
|
Breakfast
|
Beary
Meals
|
Sandwich
|
Double Mozza Burger
|
Jump Start 1
|
Meal 1
|
Chicken Sandwich
|
Cheese Burger
|
Jump Start 2
|
Meal 2
|
Fish Sandwich
|
Double Deluxe Burger
|
Jump Start 3
|
Meal 3
|
|
Grilled Chicken Burger
|
Meal 4
|
||
Mozza Burger
|
Hotdog
|
|||
Coney Dog
|
|||
Hotdog basic
|
2.5 Distribution
A&W products are direct distributed to their customers because they have dine-in, drive thru &delivery services available in their fast food restaurant. Customers can order and get their food ready after they pay. Customers can get their foods and beverages through drive thru and delivery services that only provided in certain A&W outlets.
2.6 Product Life Cycle
2.7 The Brand
On 20th June 1919, Roy Allen opens the first Root Beer stand in Lodi, California to sell a proprietary beverage made from a secret blend of 14 herbs, spices, barks & berries. Soon after, Allen goes into partnership with one of his employees, Franks Wright and three new outlets are established in Houston. The partners give their Root Beer the famous A&W name. The A&W franchise was brought into Malaysia in 1963 by Mr and Mrs Lie Boff from USA. The Lie Boff family opened their first outlet in Jalan Tuanku Abdul Rahman making it the first fast food outlet in Malaysia. This was followed in 1965 with the first Drive-in restaurant in Petaling Jaya. A&W's goodwill Ambassador Mascot, the Great Root Beer is created in 1974 to participate in grand openings and perform community service, such as entertaining at children's hospital. A&W Malaysia was bought over by KUB in 2001, and in 2008 embarked on an aggressive expansion drive to revamp and expand its reach. A&W Malaysia is committed to provide their customers with safe, delicious meals and operating restaurants that meet the highest food safety standards. This commitment is at the heart of their operations and their supply chain management , and is evidentin every aspect of their business - from raw material procurement, including livestock and produce, to their restaurant food preparation and delivery.
On 20th June 1919, Roy Allen opens the first Root Beer stand in Lodi, California to sell a proprietary beverage made from a secret blend of 14 herbs, spices, barks & berries. Soon after, Allen goes into partnership with one of his employees, Franks Wright and three new outlets are established in Houston. The partners give their Root Beer the famous A&W name. The A&W franchise was brought into Malaysia in 1963 by Mr and Mrs Lie Boff from USA. The Lie Boff family opened their first outlet in Jalan Tuanku Abdul Rahman making it the first fast food outlet in Malaysia. This was followed in 1965 with the first Drive-in restaurant in Petaling Jaya. A&W's goodwill Ambassador Mascot, the Great Root Beer is created in 1974 to participate in grand openings and perform community service, such as entertaining at children's hospital. A&W Malaysia was bought over by KUB in 2001, and in 2008 embarked on an aggressive expansion drive to revamp and expand its reach. A&W Malaysia is committed to provide their customers with safe, delicious meals and operating restaurants that meet the highest food safety standards. This commitment is at the heart of their operations and their supply chain management , and is evidentin every aspect of their business - from raw material procurement, including livestock and produce, to their restaurant food preparation and delivery.
2.8 Brand Image and Implication
A&W with a bear mascot who wears orange sweater
and orange hat.
Market share among the competitors:
Competitor
|
Market Share
|
McDonald’s
|
With over 35,000 locations in 119
countries, it serves 47 million customers each day, and employs 1.5 million
people. (about 70 percent of the world's McDonald's are franchise)
|
Subway
|
Subway is one of the fastest growing
franchises in the world with 37,000 restaurants in 100 countries and
territories as of June 27, 2012.
|
KFC
|
Market share of over 35%. With over
540 KFC restaurants in Malaysia, Brunei and Singapore
|
Wendy’s
|
Wendy's was the world's third largest
hamburger fast food chain with approximately 6,650 locations
|
2.9 Strength and Weakness
Strength
·
A brand thatdifferentiates from
other competitors with the different menu. It serves as “American typical fast
food” with variety menu of burgers and onion fries, as well as hot dogs and their signature
“A&W Root Beer”
• Serve varieties of
side dishes in their restaurants
• Different taste profile
• Different rapidly growing (18-34)
consumer segment
Weakness
• Does not advertise their products like
their competitors do
• Lack of marketing strategy
• Weaker association with pre-teens
• Less of an international appeal
2.10 Advantages and Disadvantages
Advantages
• Producing more advertisements on their
products
• Open new branches in major city all
around the worlds and some rural areas
• Open new outlet in other states of
Malaysia which will greatly improve their sales
• Product improvement and brand
improvement
Disadvantages
• Competitor in market
• Cost to produce the burger during
inflation and lack of sales
• Health concerns among general public
2.11 Unique Selling Point (USP)
“Our key strength is our product,” said
A&W. But, A&W does not consider that their unique selling point.
However, they take much pride in their root beer and their other signature
products like the coney dog and waffles.
2.12 Promotional History and
Advertising Schedule
-
2.13 Positioning Statement
A&W produces delightful sides dish
and high quality root beers and hot dogs with large variety of menus to ensure
the superb taste for high taste preferences .
3.1 Company Overview
The A&W franchise was brought into Malaysia in
1963 by Mr and Mrs Lie Boff from USA. The Lie Boff family opened their first
outlet in Jalan Tuanku Abdul Rahman making it the first fast food outlet in
Malaysia. This was followed in 1965 with the first Drive-in restaurant in
Petaling Jaya. A&W Malaysia was bought over by KUB in 2001, and in 2008
embarked on an aggressive expansion drive to revamp and expand its reach.
A&W Malaysia is committed to provide their customers with safe, delicious
meals and operating restaurants that meet the highest food safety
standards.
3.2 Business Description
A&W offers drive-up service in addition to dine-in seating,
provide a menu featuring hamburgers, hot dogs, onion rings, and fries, along
with its signature root beer. A&W traces its roots back to a
California root beer stand business started by Roy Allen in 1919.
3.3 Company History
A&W Restaurants, Inc is a chain of fast-food restaurants,
distinguished by its draftroot beer and root beer floats. A&W was arguably
the first successful food franchise company, starting franchises in 1921
in California. Today it has franchise locations throughout the world. It serves
typical fast food menu burgers, French fries as well hot dogs. The
company name was taken from the last name initials of partners, Roy Allenand
and Frank Wright. In 1963, Mr and Mrs Lie Boff from USA brought the first
A&W franchise into Malaysia. The Lie Boff family opened their first outlet
in Jalan Tuanku Abdul Rahman making it as the first fast food outlet in Malaysia.
The most famous A&W outlet with the first Drive-in restaurant in Petaling
Jaya, a satellite city of Kuala Lumpur opened in 1965 and quickly became a
favourite gathering place for students, especially from the nearby Assunta and
La Salle Secondary Schools. The unique A&W root beer mug was often
“collected” by these young customers. It was the filming location for Malaysia
movies during the 197-s and early 1980s. Customers from the 1970s will recall
Tuesdays as Coney Dog Day. During the mid-1980s, A&W also operated a second
Petaling Jaya outlet at the Atria Shopping Complex in Section SS22 Damansara
Jaya. In Penang, A&W had an outlet at KOMTAR and Penang International
Airport and has close down. Another new store has been opened at malls around
Penang. During the 1990s, A&W operated an outlet at Terminal 3 of the
former Subang International Airport. This outlet ceased operations when the
Kuala Lumpur International Airport shifted from Subang to KLIA in 1998. To
date, several more A&W outlets have been opened, mostly in shopping malss.
An A&W outlet opened for a number year in Likas Square, Kota Kinabalu but
was close down in 2004.However, A&W had a declining business era from 1997
- 2000. A&W Malaysia was bought over by KUB in 2001. KUB is the licensee of
A&W in Thailand and Malaysia since 2002. Currently, it has 40 outlets in
Malaysia and 40 in Thailand. KUB was currently undertaking a corrective
strategy and reviewing the performance of each outlet. Any outlet that is not
making money will be shut down or relocated. A&W need to be business and
bottom line-drive.
3.4 Key People
· Director Operations/ Administrations.
KUB Malaysia Sdn Bhd
· Group Managing Director
Wan Mohd Nor Wan Ahmad
3.5 Location and Subsidiaries
Location
Head office: A&W (Malaysia) Sdn Bhd
1 Jalan Selukat 33/27, Shah Alam
Technology Park, Section 33,
40400 Shah Alam, Selangor.
Phone No: 603 - 51227770
Fax No: 603 - 51227771
Outlets :
1.
Alamanda
2.
Nilai Avenue
3.
Batu Road
4.
Petaling Jaya
5.
Batu 3, Shah Alam
6.
Petronas Service
Station Batu3
7.
Seksyen 7, Shah Alam
8.
PSS Jalan Plumbum,
Seksyen 7 40000 SHAH ALAM
9.
Seremban
10.
Pekan, Pahang
11.
Jusco Permas Jaya,
Johor Bahru
12.
Zoo Melaka
13.
Melaka
14.
Sungai Buloh
15.
Kota Damansara
16.
Equine Park, Seri
Kembangan
17.
Damai Perdana
18.
Mahkota Cheras
19.
Pantai Batu Buruk,
Kuala Terengganu
20.
Bandar Kinrara,
Puchong
21.
Dataran Pahlawan,
Melaka
3.6 Brands, Major Products and Services
A&W is subsidiary of KUB Malaysia Bhd in 2001. A&W is
the first fast food restaurant which entered Malaysia in early 1919. A&W
serves typical fast food menu of burgers and onion fries, as well as hot dogs.
Their signature “A&W Root Beer” is made from real cane sugar and a
proprietary blend of herbs, bark, spices and berries where the mug would
be kept in the freezer prior to being filled with root bear and served to the
customer. Other than that, they also serve sweet and treats like waffle and ice
cream. It provided dine-in, take away and delivery services for
customers.
3.7 Corporate Vision
A&W has a rich history of bringing people together to share
great food, great root beer & friendly hospitality. It’s this combination
of friendly people of All-American Food that build our legend.
3.8 Corporate Mission
- To build a stronger brand identity and brand
awareness level with the support of advertising and promotion.
- Constantly improving and optimizing the resources in existing
outlets to better serve its customer
- Reinventing fresh new menus to attract the new
market consumers.
3.9 Company’s Current Promotional Strategy
2011
- Double Fortune Burger Contest
- Golden Aroma Chicken Combo Promotion
- XXXtra Hot Sauce Combo
- XXXtra Long Coney Dog Combo Promotion
- Tangy Duo Promotion
- Story Contest
- New Year Prosperity Promotion
2012 Current
- Sen Savers Rm2.80 lunch value
3.10 Product Sales History
A&W contributed about RM60 million in term of revenue to
KUB, which posted revenue of about RM800 million last years, announced by Group
managing director, Datuk Wan Mohd Nor Wan Ahmad. KUB posted
a net loss of RM61.86 million for financial year ended Dec
31, 2011 compared to a net profit of RM11.48 million in 2010.
3.11 Current Marketing
Objective
Short Term:
- Undertaking a corrective strategy and reviewing the performance of each outlet. Any outlet that is not making money will be shut down or relocated.
- Establish back the brand identity by having more advertising to compete with other fast food restaurant.
- Maintain A&W loyal customers and tackle new segments like teenagers, youngsters and lower-middle income earners via value treats.
- Undertaking a corrective strategy and reviewing the performance of each outlet. Any outlet that is not making money will be shut down or relocated.
- Establish back the brand identity by having more advertising to compete with other fast food restaurant.
- Maintain A&W loyal customers and tackle new segments like teenagers, youngsters and lower-middle income earners via value treats.
Long Term:
- Increasing the domestic demand through expanding the outlets and product diversification
- Improve on the advertising and marketing strategy to create awareness for public to after they relocated or open new outlets in Malaysia.
- KUB targeted to list A&W on Bursa Malaysia in 2014 or 2015.
- Increasing the domestic demand through expanding the outlets and product diversification
- Improve on the advertising and marketing strategy to create awareness for public to after they relocated or open new outlets in Malaysia.
- KUB targeted to list A&W on Bursa Malaysia in 2014 or 2015.
3.12 Media Expenditure
Currently A&W advertising is not strong enough compared to
their competitors and they only focused in few medium of advertising. Lately
when KUB Sdn Bhd announced that they are planning to close down 24 outlets in
Malaysia, it is getting less advertising about their brand in market. Meanwhile
they just spread the news through social network and flyers
4.1 Current Consumers’ Characteristics
4.1.1 Demographics
Age : 18 to 35 years
old
Gender : Male and
Female
Education : Undergraduate, postgraduate and
above
Occupation :
Homemakers, students to working adults
Income Range :
RM1000 – RM4500
Allowance : RM200 – RM
1000
Race & Ethnicity :
All races
Geographic Location
: Urban
4.1.2 Physiographic
Perception : Consumers who want something in a short time
without waiting for long, seek for materialistic, image appearance,
social awareness, high quality food and services.
Learning : Newspaper, social network, magazines, blogs,
friends.
Motivation & Needs : Good service, feel the
delicious and satisfaction of food while enjoy the environment in the
restaurant.
Attitude and Personality : Loyalty, value for
time, brand and taste conscious
Lifestyle : Workaholic/ busy and passion with their work with
standard society who cares of being together with family and friends
4.2 Stakeholder’s Characteristics
4.2.1 Primary
- Chairman
Chairman is responsible in setting up goals and supervising
company business and developmentwith the board of directors.
- Board of Directors
Directing and managing the employees to achieve company’s
goals.
- Shareholders
Investing money to the company in interest of a share on
its profit.
- Employees
Work for the company in cooperation with their directors in
order to achieve company’s goals.
- Consumers
Spending money for the goods produced by the company which
contributes to the company revenue.
4.2.2 Secondary
- Distributors
Provide service and good while earning from the service
provided.
- Media
Helps company to advertise the brands and the products
to create awareness among consumers when the company willingly
invests for a scheduling time.
- Banks
Provides loan as funding backup to the company and as
a finance agency that makes financial procedure easier.
5.1 The Industry
5.1.1 Definition of the Industry
Fast food restaurants have spread rapidly throughout the country, even into small towns. There is probably no universally accepted definition for the term “fast foods”. Used loosely and in a wide sense, it can be taken to mean meals that are served on demand and made available in a short time. This would include the franchised western-type fast foods as well as local hawker foods. For the purposes of the proposed guidelines, Ministry of Health has defined “fast foods” as “foods that are prepared in large quantities, following standardised procedures and served rapidly in restaurants commonly known as fast food restaurants, which usually advertise their services through the electronic and print media”.
5.1.2 Shape of Industry
U.S. franchises dominate the fast food and restaurant industry and include the following: Kentucky Fried Chicken (KFC), McDonalds, A & W, Burger King, Starbucks, Seattle's Best Coffee, Dunkin Donuts, Pizza Hut, Domino Pizza, Shakeys Pizza, Kenny Rogers Roasters, Long John Silvers, Dairy Queen, TGIF, Chilis, Hard Rock Cafe, Planet Hollywood, Baskin Robbins, Haagen Dazs, Swensons, Famous Amos, Auntie Annes, Outback Steak House.
Due to the high capital investment required for a foreign franchise, owners of foreign franchises tend to be Malaysian conglomerates and wealthy investors. As more and more manufacturing heads towards China and other neighboring low-cost labor markets, Malaysian manufacturers are beginning to look towards services and franchising as a way to diversify their operations, often in very different sectors.
5.1.3 Development of the Industry
Malaysia is a developing economy located in Southeast Asia. It is ideally located for export business to Indonesia, China and India, and will likely benefit from the strong economic growth predicted for these countries in the coming years. Malaysia also has a young population and increasing wealth of its own. Because of these factors, Malaysia is poised to become a major consumer of agri-food and seafood products in the near future. This growing demand for agri-food and seafood products, as well as the changing demographics and culture of the country, will likely spur growth in an already fast-growing consumer food service industry.
The leading sectors in the Malaysian consumer food service industry are the café/bar segment, the full-service restaurant segment and the fast food segment. These three segments of the foods ervice market account for over half of sales in both value and volume terms. However, there are opportunities to be found in the smaller sectors of the market as well.
The Malaysian food service sector is very diverse and offers an array of options for consumers. Approximately 75% of the foodservice sector consists of small foodservice chains or stand-alone operations (USDA, 2010). This means the sector is highly fragmented and competitive as the varying operations battle for market share.
According to the USDA, the sector is composed of the following groups (2010):
19% food caterers
8% full-service restaurants
3% fast food restaurants
70% other areas of the industry
Source: USDA, 2010
The Malaysian foodservice sector is in a period of expansion, with the value of sales increasing faster than volume. In the review period of 2004 to 2009, Malaysian consumers had more disposable income than ever before and were interested in trying new and higher quality food products. This has allowed for significant growth in the industry at a compound annual growth rate (CAGR) of 8.25%, and absolute growth of 48.64%
In the period of 2004 to 2009, the fastest growing sector in the foodservice industry was the pizza foodservice industry, which grew at a CAGR of 13.4% and by 87.11% in absolute terms. However, the sector is quite small when compared to the fast food sector (CAGR of 11.46%; absolute rate of 72.06%) and the café/bar sector (CAGR of 10.48%; absolute rate of 64.58%).
The fast food sector continued to grow in 2009, in spite of the economic downturn, although at a slower pace. In 2009, the industry focused on boosting sales through marketing and limited time promotions. This allowed the industry to continue to increase volume and value of sales in the face of the downturn.
Again, the young population of Malaysia and rising incomes will likely drive growth in this sector into the near future.
Similar to the café and bar sector, the Malaysian fast food industry is on track to provide more diversified offerings, presenting many opportunities for potential exporters of new or different products.
It should be noted that the fastest growing area of consumption in the fast food industry is poultry products. While Canada has supply management in place, significant quantities of poultry products are still exported. Poultry products are more popular in the Malaysian fast food industry because of religious restrictions surrounding both pork and beef within the Islamic and Hindu populations, respectively.
5.2 The Marketplace
5.2.1 Current Condition of the marketplace
The market of fast food restaurant is currently rapidly increasing as there are a lot of different fast food restaurant in the market from new to old competing against each other directly and indirectly. A&W is the first franchise which entered Malaysia in 1919. With their famous “A&W Root Beer”, it attracted lots of loyalty customers who visited to A&W. But currently with the increasing of competitors and lack of advertising, A&W is losing its popularity against others. Due to the lost profit, A&W is closing down their outlets or replaced their outlets in suitable venue.
To make the brand stand out from the competitors, A&W would wish to reposition back their brand in market. With the marketing strategy, A&W have to be more creative and promotions and in the product itself.
5.2.2 Changes in Marketplace
Positive = Successful reposition to compete with other fast food restaurant in the market and produce higher quality thus boosting the growth of the industry.
Negative = Less promotion will cause it lost its popularity in the market and increasing of competitors.
6.1.1 McDonald’s
McDonalds’s first made its ways in December 1980 when McDonald’s Corporation, USA gave Golden Arches Restaurants Sdn Bhd the license to operate McDonalds’s restaurant in Malaysia. McDonald’s Malaysia opened its first restaurant at Jalan Bukit Bintang, Kuala Lumpur on 29 April 1982. To date, McDonald’s Malaysia has more than 200 restaurants located nationwide and is currently expanding at about 20-25 restaurants annually. The company was named as AON-Hewitt Best Employers in Malaysia in 2009 and 2011, as well as AON-Hewitt Best Employers in Asia Pacific in 2011. McDonald’s has successful advertisement (I’m lovin’ it!) which stated in consumer’s mind. Other than that, McDonald's has rolled out new items like coffees, smoothies and burgers, expanding the range of menu choices.
Outlets : 204 outlets in Malaysia
Strength : McDonald's has successfully rolled out new items like coffees, smoothies, and burgers, expanding the range of menu choices. Advertisement slogan “I’m lovin’ it!” Latest year 2012, McDonald’s has launched McCafe as another concept to attract coffee lover in specialty coffees made with premium 100% Arabica beans.
Product range : Burgers (Beef, fish & chicken), Ayam Goreng McD, Bubur Ayam McD, side orders (Chicken McNuggets, french fries & etc), desserts (apple pie, shake & ice cream), kid’s meal, drinks
6.1.2 Kentucky Fried Chicken
The first Kentucky Fried Chicken at Malaysia was opened in 1973 on Jalan Tunku Abdul Rahman. KFC has been franchising since 1952, with more than 5,200 restaurants in the U.S. and more than 15,000 units in 109 countries around the world. While in Malaysia, there are more than 500 KFC Restaurants nationwide and still counting. KFC is famous for its Original Recipe fried chicken, which is made with the secret blend of 11 herbs and spices. Great tasting chicken has become synonymous with KFC. In fact, KFC Malaysia has developed a distinctive Malaysian personality of its own.
Outlet : 445 outlets in Malaysia
Strength : KFC was the first chain to enter fast food industry just before McDonald’s with the “secret recipe” initial home replacement strategy. Original Recipe fried chicken, which is made with the secret blend of 11 herbs and spices. Kentucky Nuggets is one of KFC's successes.
Product range : Kentucky Fried Chicken, Roasted Twister, Burgers (fish & chicken), side orders (Kentucky Nuggets, Cheesy Wedges, fun fries, Tangy coleslaw, Whipped potato & etc), desserts (egg tarts & jelly ice cream), kid’s meal, drinks
6.1.3
Burger King
In December 1997, BURGER KING returns to Malaysia with a different management group that operates under a new franchisee i.e. Cosmo Restaurants Sdn. Bhd. The first restaurant was located at Overhead Bridge Sg. Buloh. It was officiated by our former Prime Minister i.e. Y.A.B Tun Dr. Mahathir Mohamad. There are currently, 3 franchise holders in Malaysia. The largest operating restaurant is managed by Cosmo Restaurants Sdn. Bhd. While outlets located in KLIA are under the management of Dewina Hosts Sdn. Bhd, outlets in Sabah are operated by another franchisee, Living Bread Sdn. Bhd. The current concept in BURGER KING caters for today’s customer requirement for the trendy, modern yet tranquil.
BURGER KING caters to customers who love great tasting burgers, their way.
Outlets : 22 outlets in Malaysia
Strength : Brand internationally founded on customers' preference for Burger King flame-grilled burgers and the company's commitment to quality, innovation and differentiation. Burger King serves a lot of burgers that is typically not available in other fast food restaurant. Some of the examples are, BK Mushroom Swiss which serves beef patty and topped with mushroom sautéed sauce, Grilled Chicken burger which is prepared by grilling the chicken patty and others. Most of the burgers prepared in Burger King are cooked by properly grilling them over fire.
Product Range : Burgers (beef, fish & chicken), side orders (onion rings, chicken tenders, fries & etc), treats (pie, sundae’s & ice creams), kid’s meal, drinks
6.2
Indirect Competitors
6.2.1
Pizza Hut
Pizza
Hut is the first pizza restaurant chain in Malaysia. KFC Holdings (Malaysia)
Bhd, an associate of QSR Group, acquired control of Pizza Hut Malaysia in 1996.
In 2002, Pizza Hut Malaysia was transformed from a local QSR company into an
international operator with the acquisition of Pizza Hut Singapore. Featuring a
delicious mix of nutritious Italian-American cuisine that includes the world's
favourite pan pizza and other delectable dishes, Pizza Hut offers a cosy,
friendly ambience in which to relax, unwind and have a great time with family
or friends. Pizza Hut Malaysia's success has been due to imaginative and
innovative thinking in continuously developing, marketing and promoting new
pizza products with unique and distinctive flavor, taste, style and appeal.
Consistent introductions of various products and promotions throughout the years
have helped drive system wide sales and reinforced the chain's reputation for
'serving the best pizzas under one roof'.
Outlets : 210 outlets in Malaysia
Strength : First pizza restaurant chain in Malaysia, promoting new pizza products with unique and distinctive flavor, taste, style and appeal. “Serving the best pizzas under one roof”
Product range : Appetizers (Smoked Deli Wings, Cheese Baked Meatballs (Beef and chicken), Garlic Bread, Favourite Platter, French Fries, Salad, Soup & etc), sandwiches, Western favourite, Pasta, Rice (Grilled Chicken Baked rice, Tempura Prawn Garlic rice), desserts (Chocolate Volcano, Single Sensation, Double Delight, Triple Pleasure).
Outlets : 210 outlets in Malaysia
Strength : First pizza restaurant chain in Malaysia, promoting new pizza products with unique and distinctive flavor, taste, style and appeal. “Serving the best pizzas under one roof”
Product range : Appetizers (Smoked Deli Wings, Cheese Baked Meatballs (Beef and chicken), Garlic Bread, Favourite Platter, French Fries, Salad, Soup & etc), sandwiches, Western favourite, Pasta, Rice (Grilled Chicken Baked rice, Tempura Prawn Garlic rice), desserts (Chocolate Volcano, Single Sensation, Double Delight, Triple Pleasure).
6.2.2
Kenny Rogers Roasters
Kenny
Rogers ROASTERS was originally set up by popular Country and Western singer,
Kenny Rogers, and former Governor of the state of Kentucky, John Y Brown Jr.,
in 1991. Seeing an opportunity to provide healthy and delicious food in a
restaurant environment, Kenny Rogers ROASTERS opened its first restaurant in
Coral Spring, Florida in August of 1991. Berjaya Roasters (M) Sdn. Bhd. is the
franchise holder for Kenny Rogers ROASTERS ("KRR") in Malaysia. The
company is a wholly owned subsidiary of Berjaya Group Berhad and was
incorporated in 1994. Kenny Rogers ROASTERS is a mid-casual dining restaurant
with roast chicken as its main core item complemented by a rich variety of hot
and cold side dishes. This is made up of Kenny's famous home-made muffins,
jacket potatoes, vegetable salads, pasta, soups, desserts and beverages served
in a friendly and comfortable environment.
Outlets : 77 outlets in Malaysia
Strength : To promote healthy offerings, Less Fat. Less Salt. Less Calories.
Product range : Salad (Roaster chicken salad, Caeser salad, round-up platter & etc), Sandwiches (Sunshine sandwiches toast, classic chicken sandwich, Rockie’s bowl & etc), Kenny’s Chicken Meals, Kenny Home-made muffins, desserts (chocolate oasis, muffin submarine, jelly sundae & etc).
Outlets : 77 outlets in Malaysia
Strength : To promote healthy offerings, Less Fat. Less Salt. Less Calories.
Product range : Salad (Roaster chicken salad, Caeser salad, round-up platter & etc), Sandwiches (Sunshine sandwiches toast, classic chicken sandwich, Rockie’s bowl & etc), Kenny’s Chicken Meals, Kenny Home-made muffins, desserts (chocolate oasis, muffin submarine, jelly sundae & etc).
6.2.3 Popeyes Louisiana Kitchen
Popeyes
story began in 1972, when Al Copeland opened a quick-service restaurant called
“Chicken on the run.” The restaurant served traditional mild fried chicken to
the folks in the small New Orleans suburb of Arabi. Popeyes opened its 500th
restaurant, putting the brand on equal footing with national competitors. In a
nationwide taste test, Popeyes beat Church’s Chicken and KFC, “America’s Fried
Chicken Champ – The Spicy taste That Can’t Be Beat.” Popeyes opened the first
franchise in Malaysia at 2001. It continuously expanded the outlets in
Malaysia. Popeyes would like to take this opportunity to bring the excitement
of Louisiana to fellow Malaysians by satiating their taste with the spicy
Louisiana taste in Malaysia. Popeyes also serves its famous signature Bonafide
chicken marinated in Louisiana Seasonings, hand-battered and made fresh, in
which patrons get to choose between Mild or Spicy.
Outlets : 9 outlets in Malaysia
Strength : A piece of Louisiana in every single meal! Their Popeyes menu items come with a special flare of Southern style preparation and cooking all their own.
Product range : Bonafide Chicken, Tenders (Fish Bites, Pepper nuggets), Chicken & Seafood combo, Sandwiches (Chicken & Fish), Louisiana Leaux, Family & Kids' Meals, Sides (Mashed potato, Cajun Fries, Coleslaw, Corn, Biscuits), Desserts, Beverage.
Outlets : 9 outlets in Malaysia
Strength : A piece of Louisiana in every single meal! Their Popeyes menu items come with a special flare of Southern style preparation and cooking all their own.
Product range : Bonafide Chicken, Tenders (Fish Bites, Pepper nuggets), Chicken & Seafood combo, Sandwiches (Chicken & Fish), Louisiana Leaux, Family & Kids' Meals, Sides (Mashed potato, Cajun Fries, Coleslaw, Corn, Biscuits), Desserts, Beverage.
SWOT ANALYSIS
7.1 Strength
- Arguably A&W is the first fast food restaurant originated in the United States in 1919.
- The A&W franchise was brought into Malaysia in 1963 by Mr and Mrs Lie Boff from USA. A&W Malaysia has entered The Malaysia Book of Records as the first franchise restaurant in Malaysia.
- A&W opened their first outlet in Jalan Tuanku Abdul Rahman in Malaysia. A&W also became the first Drive-in restaurant in Petaling Jaya in coming 1965.
- A&W mascot, The Great Root Bear and their corporate orange color stated in people’s mind.
- A brand differentiates from other competitors with the different menu. It serves as “American typical fast food” with variety menu of burgers and onion fries, as well as hot dogs and their signature “A&W Root Beer”
7.2 Weakness
- A&W is closing down 24 outlets in Malaysia due to the problems or relocated or close down outlets that cost its lost profit because location is not strategic or rented fee is too expensive. Currently A&W only have 19 outlets in nationwide. Compare to the competitors, A&W is considering less outlets.
- A&W has not advertised extensively in Malaysia. People couldn’t find the A&W latest promotion around, but the competitors have strong advertise in anywhere caused the people will almost forget A&W existing and lost its popularity in the market.
- A&W need to improve their servicing & food quality in order to serve the food on time and make sure the food quality is fresh.
- A&W is slightly pricing higher than their competitors, A&W is having a Sen Saver lunch set, but is pricing from Rm4, included with the charge of beverages and service tax, it cost around Rm10. For a normally student or worker which income is not more than Rm500, this will cause them heavy expenses. Somehow they might choose to go for mamak stall rather than fast food restaurant.
- A&W hardly updating their website and social network, example like A&W never change their website information about their closing down outlets, when consumers check the information in website, it still stated the old/ closing outlets in their website, this will confusing the consumers about the outlets location.
- Arguably A&W is the first fast food restaurant originated in the United States in 1919.
- The A&W franchise was brought into Malaysia in 1963 by Mr and Mrs Lie Boff from USA. A&W Malaysia has entered The Malaysia Book of Records as the first franchise restaurant in Malaysia.
- A&W opened their first outlet in Jalan Tuanku Abdul Rahman in Malaysia. A&W also became the first Drive-in restaurant in Petaling Jaya in coming 1965.
- A&W mascot, The Great Root Bear and their corporate orange color stated in people’s mind.
- A brand differentiates from other competitors with the different menu. It serves as “American typical fast food” with variety menu of burgers and onion fries, as well as hot dogs and their signature “A&W Root Beer”
7.2 Weakness
- A&W is closing down 24 outlets in Malaysia due to the problems or relocated or close down outlets that cost its lost profit because location is not strategic or rented fee is too expensive. Currently A&W only have 19 outlets in nationwide. Compare to the competitors, A&W is considering less outlets.
- A&W has not advertised extensively in Malaysia. People couldn’t find the A&W latest promotion around, but the competitors have strong advertise in anywhere caused the people will almost forget A&W existing and lost its popularity in the market.
- A&W need to improve their servicing & food quality in order to serve the food on time and make sure the food quality is fresh.
- A&W is slightly pricing higher than their competitors, A&W is having a Sen Saver lunch set, but is pricing from Rm4, included with the charge of beverages and service tax, it cost around Rm10. For a normally student or worker which income is not more than Rm500, this will cause them heavy expenses. Somehow they might choose to go for mamak stall rather than fast food restaurant.
- A&W hardly updating their website and social network, example like A&W never change their website information about their closing down outlets, when consumers check the information in website, it still stated the old/ closing outlets in their website, this will confusing the consumers about the outlets location.
- A&W can consider having reasonable saver lunch treat meal to target in young 8teenagers which allow them to have cheaper meal set with food quality but in time can save their budget.
- A&W can plan to have more Festival Promotion (Chinese New Year, Ramadhan dinner and etc) to attract another target market which likes family to have their Ramadhan open dinner in A&W.
- Open new outlets in proper location with parking and drive-thru services in shared facilities, example in petrol station or convenience store.
- Currently or within in a year, A&W can comes out with an idea of releasing collectibles for any upcoming month. Example like in a duration time, A&W can comes out with a new set meal with the collectibles gift but this is available in limited time only.
- A&W should put more effort on updating latest news to the market to allow the consumers gets to know follow their updates on time to time. Example like updating their website and social network, always concern about consumer’s feedback and improving all the times.
- A&W have to strengthen in advertisement or commercial, they need to advertise their products or brand image wisely to avoid consumers forget about their existing in the market due to the strong competitors in the market.
- A&W can corporate with some big event, like “Running Day” or visiting to orphanage to increase publicity in market.
7.4 Treats
- Fast food restaurant in increasingly rapidly in the market. There are lots of others fast food restaurant competitors are competing with A&W.
- The researchers concluded that having fast food will increase a person’s risk of health (weight gain and obesity).
- Expensive fast food restaurant’s rented fee costly in expanding franchise in everywhere. Economics crisis, fast food restaurant chain change in approach of leading in coming years.
TARGET AUDIENCE
8.1 Proposed Primary Target Audience
8.1.1 Demographic
Age : 18 to 23 years old Gender : Male and Female
Education : Secondary, undergraduate and postgraduate
Occupation : Students
Income Range : RM400 – RM800
Allowance : RM200 – RM500
Race & Ethnicity : All races
Geographic Location : Urban
8.1.2 Physiographic
Perception : Consumers who want something in a short time without waiting for long, seek for materialistic, image appearance, social awareness, high quality food and services.
Learning : Newspaper, social network, magazines, blogs, friends.
Motivation & Needs : Good service, feel the delicious and satisfaction of food while enjoy the environment in the restaurant.
Attitude and Personality : Loyalty, value for time, brand and taste conscious
Lifestyle : Workaholic/ busy and passion with their work with standard society who cares of being together with family and friends
8.1.1 Demographic
Age : 18 to 23 years old Gender : Male and Female
Education : Secondary, undergraduate and postgraduate
Occupation : Students
Income Range : RM400 – RM800
Allowance : RM200 – RM500
Race & Ethnicity : All races
Geographic Location : Urban
8.1.2 Physiographic
Perception : Consumers who want something in a short time without waiting for long, seek for materialistic, image appearance, social awareness, high quality food and services.
Learning : Newspaper, social network, magazines, blogs, friends.
Motivation & Needs : Good service, feel the delicious and satisfaction of food while enjoy the environment in the restaurant.
Attitude and Personality : Loyalty, value for time, brand and taste conscious
Lifestyle : Workaholic/ busy and passion with their work with standard society who cares of being together with family and friends
8.2 Proposed Secondary Target Audience
8.2.1 Demographic
Age : 24 to 28 years old
Gender : Male and Female
Education : Undergraduate and postgraduate
Occupation : Working adults
Income Range : RM1000 – RM2500
Allowance : RM500 – RM1500
Race & Ethnicity : All races
Geographic Location : Urban
8.2.2 Physiographic
Perception : Consumers who want something in a short time without waiting for long, seek for materialistic, image appearance, social awareness, high quality food and services.
Learning : Newspaper, social network, magazines, blogs, friends.
Motivation & Needs : Good service, feel the delicious and satisfaction of food while enjoy the environment in the restaurant.
Attitude and Personality : Loyalty, value for time, brand and taste conscious
Lifestyle : Workaholic/ busy and passion with their work with standard society who cares of being together with family and friends
Perception : Consumers who want something in a short time without waiting for long, seek for materialistic, image appearance, social awareness, high quality food and services.
Learning : Newspaper, social network, magazines, blogs, friends.
Motivation & Needs : Good service, feel the delicious and satisfaction of food while enjoy the environment in the restaurant.
Attitude and Personality : Loyalty, value for time, brand and taste conscious
Lifestyle : Workaholic/ busy and passion with their work with standard society who cares of being together with family and friends
9.1 Marketplace Research
9.2 Market observation
An observation had done in A&W starting from 12pm until 3pm. From the observation, I found that majority of the customers are in Malay race and in range of 18-35 years old. Most of them are family or in a group of students. In meanwhile, I found there are lots of workers who visit to A&W in lunch hour.
9.3 Online Survey Analysis
The online survey was conducted from 13th to 15th of July 2012, with a total of 50 participants. The purpose of this survey is to investigate on the consumer perception on fast food restaurant and the awareness towards A&W.
Question 1
What is your gender?
An observation had done in A&W starting from 12pm until 3pm. From the observation, I found that majority of the customers are in Malay race and in range of 18-35 years old. Most of them are family or in a group of students. In meanwhile, I found there are lots of workers who visit to A&W in lunch hour.
9.3 Online Survey Analysis
The online survey was conducted from 13th to 15th of July 2012, with a total of 50 participants. The purpose of this survey is to investigate on the consumer perception on fast food restaurant and the awareness towards A&W.
Question 1
What is your gender?
Question 2
What is your age group?
Question 3
What is your race?
Question 4
How much is your income/ salary per month?
How much is your income/ salary per month?
Most of the responders are students, their basic
income/ salary is not more Rm1500. Overall coverage income is in between Rm500
to Rm1500.
Question 5
How often do you visit to fast food restaurant?
How often do you visit to fast food restaurant?
This question is to investigate on how often people visit to fast food restaurant. The result showed that 21 of the responders normally visit to fast food restaurant in 2-3 times in a week. While there are 15 of the responders visit to fast food restaurant in once a month. Only 1 responder never visits to fast food restaurant. 2 responders visit fast food restaurant in everyday and another 2 responder visit fast food restaurant 4-5 times in a week.
Question 6
Which fast food restaurant normally you visit to?
Which fast food restaurant normally you visit to?
There are 44 of the responders normally visit to McDonald’s. While there are 5 responders choose to visit KFC. Only 1 responder goes for Pizza Hut. Other option is Carl's Jr. The other fast food restaurant like Burger King, Popeyes, Subway & A&W is not the major choice for the 50 responders.
Question 7
Why you prefer that? (Refer back to Question 6)
Why you prefer that? (Refer back to Question 6)
26 of responders think that they prefer the fast food restaurant they choose because of their promotion and cheaper (value set meal). Because nowadays people want to save budgets for meal set, somehow the fast food restaurant is having the value set food and beverages would cost no more than Rm10. 7 responders think that is faster and convenience to save their time like queue up or waiting for seats. Another 7 responders prefer the fast food restaurant normally they visit to because of their variety choice of food, some people would prefer for burgers but some would choose for other food. So if the fast food restaurant is having variety choices of food, this maybe is the reason for them to visit in often. 4 responders think that the services are good, so they would rather choose to go back the fast food restaurant. 4 responders choose no reason. While another 2 responders prefer the fast food restaurant due to the accessible wifi provided.
Question 8
Are you aware of A&W?
This question is to find out the awareness of people about A&W. Because nowadays the fast food industry is growing rapidly, refer back to Question 6, most of the responders are visiting to McDonald’s, KFC, Pizza Hut but not A&W. The bar shows out of 50 responders, 26 of responders are average about A&W. 12 responders are above average about A&W. While 5 responders are knowing excellent about A&W. Meanwhile 6 responders are above average about A&W. Only 1 responder doesn’t know about A&W.
Question 9
Do you remember A&W logo?
This question is to concern either the responders remember the A&W logo or not. Without showing the A&W logo, 75% of the responders remembered A&W logo, but 17% not sure and 8% can’t remember the A&W logo.
Question 10
How you rate for A&W food?
Other than the awareness of A&W, this question is to focus at A&W food rate. 30 responders think the A&W food is average, 10 responders think is above average, 6 responders vote for below average and 4 responders think A&W food are poor.
Question 11
What is your favourite food in A&W?
After they rate for A&W food, this question is to investigate what is the responders favourite food in A&W. 32 responders voted for Root Beer Float, 9 responders choose for onion rings, 3 responders go for burgers, another 3 responders choose hotdogs, 2 for French fries, each 1 responder choose waffle and fried chicken.
Question 12
How long have you been to A&W since last visit?
This question is to find out how long the responders been to A&W since their last visit. 34 responders been to A&W within 3 month time, 2 responders been to A&W in within this month. Only 1 responder went go A&W in this week time. Others 13 responders is more than 3 month never go to A&W.
Question 13
What issue do you think that is stopping you from going to A&W?
From the Question 12, an average percentage is showing that most of the people never visit to A&W more than 3 month. What issue is stopping them from going to A&W? 13 responders think that A&W is lack of advertising, people do not know their latest promotion or get their update from A&W. 12 responders already forget their existing. 9 responders choose for strong competitors. 5 responders dislike their food. 3 responders think that A&W is more expensive than other fast food restaurant and 2 responders not willing to go A&W because of their bad services. Meanwhile 7 responders choose others option like less outlet, the responders can’t find the A&W outlets nearby their place.
Question 14
Are you aware of your preferable fast food restaurant promotional? Such as value lunch or value dinner?
This question is to find out either the responders will follow or aware about their preferable fast food restaurant update like promotional or not. 85% responders go for Yes and 15% go for No.
Question 15
How did you notice about that?
This question is to find out how the responders get the update from their preferable fast food restaurant update. 16 responders will follow their Facebook/ Twitter updates. 13 responders get the update from their friend and family, word of mouth and social network and blog reviews are more effective. 11 responders get the updates from newspaper, magazines, flyer and etc. 7 responders watch TV advertisement to get the updates.
What is your favourite food in A&W?
After they rate for A&W food, this question is to investigate what is the responders favourite food in A&W. 32 responders voted for Root Beer Float, 9 responders choose for onion rings, 3 responders go for burgers, another 3 responders choose hotdogs, 2 for French fries, each 1 responder choose waffle and fried chicken.
Question 12
How long have you been to A&W since last visit?
This question is to find out how long the responders been to A&W since their last visit. 34 responders been to A&W within 3 month time, 2 responders been to A&W in within this month. Only 1 responder went go A&W in this week time. Others 13 responders is more than 3 month never go to A&W.
Question 13
What issue do you think that is stopping you from going to A&W?
From the Question 12, an average percentage is showing that most of the people never visit to A&W more than 3 month. What issue is stopping them from going to A&W? 13 responders think that A&W is lack of advertising, people do not know their latest promotion or get their update from A&W. 12 responders already forget their existing. 9 responders choose for strong competitors. 5 responders dislike their food. 3 responders think that A&W is more expensive than other fast food restaurant and 2 responders not willing to go A&W because of their bad services. Meanwhile 7 responders choose others option like less outlet, the responders can’t find the A&W outlets nearby their place.
Question 14
Are you aware of your preferable fast food restaurant promotional? Such as value lunch or value dinner?
This question is to find out either the responders will follow or aware about their preferable fast food restaurant update like promotional or not. 85% responders go for Yes and 15% go for No.
Question 15
How did you notice about that?
This question is to find out how the responders get the update from their preferable fast food restaurant update. 16 responders will follow their Facebook/ Twitter updates. 13 responders get the update from their friend and family, word of mouth and social network and blog reviews are more effective. 11 responders get the updates from newspaper, magazines, flyer and etc. 7 responders watch TV advertisement to get the updates.
Question 16
Will you prefer the fast food restaurant to provide Delivery/ Drive thru services for you?
Question 17
Why? (Refer back to Question 17)
Most of the responders prefer to have delivery services because is convenience and can save time, responders no need drive or queue in to buy the food.
Question 18
Do you know where is the nearest A&W to your house/ working area?
48% of the responders know where is the nearest A&W to their house/ working area, 31% responders is answering No, they don’t know the A&W outlets nearby to their house/ working area. While 21% is not sure about the A&W outlets.
Question 19
What is your comment about A&W?
Pick up some of the responders comments about A&W,
- A&W need to renew the food item, set up the promotion, change the environment of the restaurant
- Hopefully A&W can improve on their advertising and marketing strategy so that the public can remember them.
- Lack of effort in advertising. Their advertising is not as strong as McD or KFC. In fact, I don't think they advertise at all anywhere. It's hard to find A&W compared to McD which is located almost everywhere. Even their restaurants are sometimes not as attractive as some other fast food restaurants. They need to be more adaptable and attractive looks for their restaurant in order to attract customers.
- Maybe A&W can improve the customers services, set up more promotion, or vouchers to promote their foods. Advertising is also very important, make peoples aware of it.
- Price slightly higher compared to other brand. Bad service.
- Not outstanding enough compare to KFC and MCD
- A&W is not bad though, just their competitors are much more powerful and more efficient & creative business-minded, so A&W have to pick up, that's it.
-I love their root beer, onion rings and burgers. Besides that, I also like their logo, it brings me childhood memories. Seriously, what happen to A&W?
- A&W can provide more valuable combo set.
- A&W need to add more promotion and variety on their menu
11 References
- RM93mil plan to expand A&W chain in Malaysia and Thailand
http://biz.thestar.com.my/news/story.asp?file=/2009/2/4/business/3176724&sec=business
- KUB to sell A&W Thailand, reduce stake in A&W Malaysia
http://www.thesundaily.my/news/413832
- KUB streamlining fast food A&W business
http://www.themalaysianinsider.com/business/article/kub-streamlining-fast-food-aw-business/
- A&W Official Website
http://www.rootbeer.com.my/
- McDonald’s Webiste
http://www.mcdonalds.com.my/
- Burger King’s Website
http://www.burgerking.com.my/
- Pizza Hut’s Website
http://www.pizzahut.com.my/
- Kenny’s Roger Roasters’s Website
http://www.krr.com.my/v3/index.php
- RM93mil plan to expand A&W chain in Malaysia and Thailand
http://biz.thestar.com.my/news/story.asp?file=/2009/2/4/business/3176724&sec=business
- KUB to sell A&W Thailand, reduce stake in A&W Malaysia
http://www.thesundaily.my/news/413832
- KUB streamlining fast food A&W business
http://www.themalaysianinsider.com/business/article/kub-streamlining-fast-food-aw-business/
- A&W Official Website
http://www.rootbeer.com.my/
- McDonald’s Webiste
http://www.mcdonalds.com.my/
- Burger King’s Website
http://www.burgerking.com.my/
- Pizza Hut’s Website
http://www.pizzahut.com.my/
- Kenny’s Roger Roasters’s Website
http://www.krr.com.my/v3/index.php
If you're a fan of classic Rootbeer, you have to visit Rootbeer. Their rich, smooth, and bold flavors will take you back to the golden age of soda fountains. Order online and get the best Rootbeer delivered right to your door!
ReplyDelete