The name of the company is “Lord of the Fries.” It is a fast-food restaurant that was started in Australia Melbourne and continues to exist with all locations there. It was started by two people, Mandy from Toronto and Mark from Melbourne. In October of 2004, they had a van that would travel around the country, selling fries with many different sauces. The fries were served in a cone, which made it is easy to eat on the go. In late 2005, a first location opened in Melbourne. The company offers fries, burgers, hotdogs, onion rings, nuggets, drinks and a large number of sauces. The products are mostly vegetarian, vegan and gluten-free. The company is family-owned and there are stores, which are owned by the company and some are franchises.
As fast-food industry is growing rapidly, there are many competitors. The biggest one is McDonald’s but the burgers are much different. In Australia and particularly in Melbourne, many restaurants also offer vegetarian and vegan products. Some of them are: Urban Burger, Grill’d, TOFWD but there are also several non-vegetarian places like: Watergrill, Joe’s Bar, Lazy Moe’s, Bar Humbug and Smoken Joe’s. There are a lot of international food chains that compete with domestic fast food and the variety of international cuisine creates quite a lot of competition.
The specificity and uniqueness of food are appealing to a certain group of people-vegan, vegetarians and those who eat gluten-free food. Because the food is considered a “healthy choice”, it appeals to all age groups. Of course very young children would not be a selected group but older children would have an opportunity to visit since there are higher chairs for them. The primary target audience is people who like burgers and grilled food but who also like to eat healthily. The fries are the major product of the restaurant and so the potato eating crowd is another target group. As it is considered an original Australian restaurant, tourists would be another group of consumers.
With the growing healthy lifestyle awareness, the need for vegetarian and vegan food chains is growing rather intensely. Even McDonalds offers vegetarian burgers in many countries. The target audience is what determines the menu of the restaurant. As people are becoming aware of the harm to their health, they are starting to eat more healthy foods. The food that is vegetarian but tastes like regular food is becoming extremely popular and the market demand is increasing. As burgers and fries are thought to be a “universal food” that people of all backgrounds prefer, the potential customers may come from countries all over the world (Wilson 1995, p. 39).
As mentioned before the company offers fries, burgers, hotdogs, onion rings, nuggets, drinks and a large number of sauces. It is made with fresh and high-quality ingredients. The products are low fat, high in protein, eco-friendly and taste as good as non-vegetarian food. Majority of food is gluten-free. Almost any product can be made vegetarian or vegan. The customer has the option of having non-salted food. Also separation of some ingredients and sauces can be made as per customer’s request (Pride 2011, p. 228).
Why are we advertising?
To make the product known and have specific unique qualities that can compete with the best-known restaurants in the world. Also to educate on the benefits of this particular restaurant and its diversity in the offered products.
To whom are we advertising?
To almost all age groups but primarily to adults who lead a healthy lifestyle and prefer vegetarian, vegan and gluten-free food. To those who prefer burgers and fries but expect a healthy alternative.
What do they currently think?
There have been several reviews that are mostly positive, describing the unique qualities of the product. The food is thought of as fresh, tasty and healthy but some critical reviews mention that the food was soggy, greasy and not crispy enough.
What do we want them to think?
That this is the best vegetarian burger and fries restaurant in Australia and all over the world, which is delicious and healthy for anyone. That it is made with great quality control and the times when people are displeased were related to personal specifics in the taste and food preferences but not to the quality.
What is the single most persuasive idea or Unique Selling Proposition about our product?
A type of food that a person is used to having on the go and which is considered meat-based and greasy can be made non-greasy and vegetarian or vegan. It is a health-oriented restaurant that takes great care in the service and quality of the products offered.
What is our support to help them believe it?
It has received many great reviews and there are several awards for Best Burger in Australia, Best Value in Australia, Favorite Vegetarian/Vegan Restaurant in Victoria, and Best Hot Chips in Melbourne. It is becoming popular with new locations opening up and menu items being added on.
What is the personality of the product or service?
It is very health-oriented for all people of all age groups; even with allergies and the taste is not lost compared to the non-vegetarian/vegan foods. It is a family business and the food is made with great care and love (Lord of the Fries).
What media will we use to transmit this message effectively?
The internet is a great way to target many popular websites, including Facebook and other social networks. Also TV advertisements, flyers and word-of-mouth are all preferred but not limited to media avenues.
Lord of the Fries, 2013, Web.
Pride, W 2011, Business, Mason, Cengage Learning.
Wilson, D 1995, Business marketing: An interaction and network perspective, Norwell, Springer.