3.3 super successful branding. ? Location- “Convenience” is what

3.3 Key success factors in Fast food
industry-

?  Branding- Brands in today’s world is a key for any business. In fast
food industry brands like McDonalds, Subway, KFC are some examples of super
successful branding.

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?  Location- “Convenience” is what fast food industry is all about. Fast
food isn’t considered a destination; customers won’t come all the way to your
countryside to grab a bag of chips or sandwich. That’s locating their outlets
in shopping malls, institutional area or some tourist destination; these
companies gain their maximum business, as half of the visits are not
preplanned.

?  Speed and efficiency- as the name “Fast Food” suggests the food needs to
be delivered fast. That is the reason of the growing popularity of drive-through,
as people don’t even bother to get out of their cars. Not just speed efficiency
plays an important part as the food and service needs to be the same regardless
who’s cooking, what time or location is it. That’s why training plays an
important part.

?  Pricing- The price has to be reasonable and competitive. Pricing plays a
really important part in the success of any fast food outlet as this is a
regular go-to place for people so you cannot charge a fortune for a meal on
regular basis.

?  Taste- Taste plays an important part in the success of any food venture
be it a food truck selling fries or any fine dining restaurant serving the
highest quality of food with the best presentation, in the end it’s all about
the taste of what you are serving.

 

 

3.4 Direct and indirect Competitors
satisfying the need of Subway’s target market-

Subway’s target market is mainly
children and youth from middle and upper class, so there is a wide market
section Subway is competing with. Some of the direct and indirect competition
satisfying the needs of Subway’s target market are-

Direct Competitors-

·      Sandwich
Joints

·      Major Fast
Food chains

·      Local
Fast Food outlets

Indirect Competitors-

·      Fine
Dining Restaurants

·      Food
Trucks

·      Convenience
Stores

·      Grocery
Stores

·      Super
Markets

 

3.5 Competitive advantages and
disadvantages that Subway and its competitions have-

 

Advantages-

·        Fresh and hygienic food served
in a fast paced service environment.

·      The operations are not very complicated so employees without any high
level of qualification or any special skills still can be hired and trained on
low wages.

Disadvantages-

·      The price has to be reasonable lowering the profit margin.

·      The staff usually works for shorter period of time, as usually working
there are part time employees or students. Another reason for the short stay is
the wages and lack of growth.

·      Constantly changing of staffs makes the service non-uniform and it
doesn’t goes well with the customers as well.

 

4.1 Overall service strategy-

Customer services provided by the subway team
relates to the services which they provide to the customers for e.g. making of
fresh breads, taking care of the needs of their customers and providing them
quality of food has a long-term impact on buying decisions of the customers,
their strategy helps them to set the customers future preferences for their
products, this strategy just works to secure their future changes from other
competitors.

 

4.2 Company’s customer focus and
service culture-

ACCORDING TO THE CUSTOMER SURVEYS
AND ONLINE FORUM WE COME UP WITH SUBWAYS CUSTOMER FOCUS MAINLY ON THEIR
SATISFACTION OF THE MEAL WHICH OFFERS BY SUBWAY TO THEIR CUSTOMERS ADDING MANY
OTHER THINGS WHICH MAKES THEIR MEAL HEAVY, TASTY, LESS COST AND ENJOYABLE.

 

4.3 Our experience at Subway-

CUSTOMER FRIENDLY EXPERIENCE WAS
GOOD ENOUGH IN SUBWAY THEY HAVE DONE SEVERAL CHANGES TO STORE SO FAR TO MAKE IT
ENCHANCE THE CUSTOMER EXPERIENCE. SUBWAY OFFER TO ITS OWN CUSTOMER DIFFERENT
GUEST CHOICES OF ORDER OR PICK UP AT THE COUNTER THEY HAVE INCREDIBLE POSITIVE
RELATION WITH GUESTS AND FULFIL THEIR NEEDS AND WANTS RELATED TO THE BEST OF
MENU.

 

4.4 Online Community review-

ACCORDING TO ONLINE SERVICES
CUSTOMERS HAVE POSITIVE REACTION TOWARDS THE SERVICES AND GUEST HANDLING
PROCESS AT COUNTER. THEY OFFER AND GIVE CHOICE TO CUSTOMERS TO MAKE YOUR MEAL
WITH FREST VEGETABLES, POULTRY AND DRINKS. IT DEPENDS ON CUSTOMER WHICH FLAVOUR
THEY WANT IN THEIR MEAL LIKE WHICH SAUSE, BREAD, POULTRY THEY WANNA PUT INTO
THE SUB. ALL WE CAN SEE CUSTOMERS HAVING QUIEST GOOD IMPRESSION TOWARDS THE
SUBWAY SERVICES EITHER IT COULD BE ONLINE OR AT COUNTER.

 

 

 

 

4.5 Technology

As we have already discussed Subway
lags behind on the technology part with no mobile application or any online loyalty
program but with the inclusion of Subway Digital and O2 Mobile Technology, the
future does seems to be bright.

 

4.6 Recommendation-

I RECOMMEND TO IMPROVE THE SERVICE
IN SUBWAY IS TO UNDERSTAND THE GUEST NEEDS AND WANTS MORE AT THE COUNTER
GETTING MORE FLAVOURS OF MENU TO INTRODUCE THE NEW ITEMS WHICH LOOKS FAMILIAR
TO THE GUEST AND EXPECTING FROM THEM TO GIVE YOU POSITIVE MESSAGE OF YOUR
SERVICES. I THINK THIS WOULD BE MORE LOOK GOOD IMPRESSION WHEN SUBWAY PROVIDES
TO CUSTOMERS MORE FOOD IN LESS AND INTERACT WITH THEIR DÉCOR STYLE AND OTHER
SERVICES.

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