By: Greg Cross, Steve Geiges, Danielle Harvey, Amy
Shepard

3: Executive Summary
4,5: History
6: Burger Chef Now
7: SWOT & TOWS
8: Target Audience & Market
9: Positioning & Distribution
10: Marketing Goals
11: IMC Objectives & Budget
12: Strategies
13: Evaluation
14: Questions
15, 16: Sources

•
Problem o
Bought out by Imasco
•
Information o
Was once the #2 burger chain in the U.S.
•
Analysis o
People want healthier burger options
•
Conclusion o
Re-brand Burger Chef to appeal to people’s lifestyle

1954
-Burger
Chef founded
1957
-First restaurant opened in
Indianapolis
1968
-Bought by
General
Foods
Corporation
1982
-Bought by
Imasco
1996
-Last remaining
Burger Chef closed

•
In 1969 had 2nd most fast food stores behind
McDonald’s
•
“Works Bar”
•
First chain to provide meal for kids with a toy called the FunMeal - Sound familiar?
1960’s logo
1980’s logo

•
Fast-casual dining
•
Utilizing technology
•
Similar to
Chipotle’s order experience
•
See for yourself...

•
Most similar burger restaurants don’t advertise
•
Word of mouth
•
All very active on social media
•
More focused on keeping existing customers than obtaining new ones

Strengths
● Quality meat and produce
● Full customization of meal
● Use of technology to order for the younger generation
● Capability to see your burger made fresh in front of your own eyes
Opportunities
● Former Burger Chef customers could return to experience “New
Burger Chef”
● Developing a strong social media presence
Weaknesses
● People’s minds may not change about the brand
● Low brand awareness for younger generation
● Some people may not be technologically savvy
Threats
● Competitors like Five
Guys, Shake Shack,
Red Robin, etc.
● Companies could replicate our new business model
● Lack of brand presence and awareness
●
●
●
●
Internal Strengths
Quality meat and produce
Full customization of meal
Use of technology to order for the younger generation
Capability to see your burger made fresh in front of your own eyes
External Opportunities
●
●
Former Burger Chef customers could return to experience
“New Burger Chef”
Developing a strong social media presence
SO “Maxi-Maxi” Strategy
Post pictures to Instagram, each one showing a different healthy meal option now offered at the new Burger Chef, such as a turkey burger with sweet potato fries.
●
●
●
External Threats
Competitors like Five
Guys, Shake Shack, etc.
Companies could replicate our new business model
Lack of brand presence and awareness
ST “Maxi-Mini” Strategy
Our advertisements will only be focused on our products and quality, not on the technology we are utilizing in the store.
Customers won’t find out about the in-store iPad ordering until they come in the store for the first time so other companies can’t replicate.
●
Internal Weaknesses
People’s minds may not change about the
●
● brand
Low brand awareness for younger generation
Some people may not be technologically
● savvy
The process takes longer than fast food and people might not
WO “Mini-Maxi” Strategy
Make a Burger Chef app for iPhones so people can pre-order their meal and pick a time of their convenience to have it prepared if they are in a hurry.
WT “Mini-Mini” Strategy
Strong marketing campaign that appeals to a younger generation and separates them from competitors.

•
Males & females age 18-35
•
Middle class income
•
Health conscious
•
Urban & high density populations-
Charlotte, NC
•
Population: about 775,000;
•
Density: 2,500 people/sq mile

•
Positioning strategy o
Fast casual/gourmet burgers o
Quality ingredients o
Fully customizable process
•
Distribution strategy o
Mobile app- daily o o
Word of mouth
Facebook, Twitter, Instagram- daily

•
Brand Awareness o
Social media o
Charlotte area newspaper, online articles, & magazine
● Sales Revenue
○
○
Increase rate of growth (5%)
Build market share in Charlotte (10%)

•
PR Strategy
•
Direct Marketing
•
Frequent Shopper
Program
•
At this time, we will not be taking part in sponsorships or personal selling

•
Expansion if successful
•
Communication and training budget for first year: $401,195 o o o o
Salaries (social media team): $225,000
App development: $150,000
In store technology: $1,995
Employee training (employees & trainer): $24,200

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New Technomic Report Examines Factors Driving High Burger Consumption. (2013, July
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