Mr. Burger Essay Example for Free

Mr. Burger Essay Mr. Burger is an international fast-food chain that first opened at Lake Michigan Drive by Peter and Maria Christopoulos, in 1967, between the Ottawa and Kent counties. Since that time, Mr. Burger has evolved from a neighborhood teen hang-out into a thriving family-oriented restaurant. It has transitioned from serving hot dogs and burgers to offering a full menu of breakfast, lunch, dinner, and dessert. It launched its first branch in Pakistan, in late 1980’s, near NIPA bridge. Since its launch in Pakistan, Mr. Burger has opened branches at Tariq Road, Boat Basin, Bahadurabad and North Nazimabad. Over the years, customers have come to appreciate the good service and delicious, quality foods offered by Mr. Burger. Situation Analysis. In the past few years, the overall value of Mr. Burger has declined. From our own observation of 2 branches (Tariq Road Boat Basin), we found that the overall state of the branches was below par. The tables and chairs were dirty. The chairs itself were quite uncomfortable. The wallpaper from the walls was scrapped from places. Even the entrance doormat and door had flies and mosquitoes all over them, making the place look unhygienic. Over the past 5-6 years, there has been little or no promotion and this has led further in its decline. Also, the employees are also pretty dull and less-friendly. Their appearance and way of interacting shows as if they are disinterested in working. Even the loyal customers do not prefer it to dine out, due to its poor performance. In the early 2000’s, McDonalds and KFC had been launched in Pakistan, but customers by then, preferred Mr. Burger. In the past 5 years, the scenario is completely different. Competitors like KFC, McDonalds and Subway have taken over Mr. Burger’s market share. All the other competitors engage in variety of promotional campaigns, and the frequency of promotion is also high. Every month or 2, we see new billboards of KFC and McDonalds, introducing some new food items to their menu, or promoting a new deal. KFC and McDonalds have done well in their promotions, and every family prefers them when they go out to eat. Also, the food items of Mr. Burger are overpriced: their Rs.110 beef burger seems to be a matter of few bites. From a survey carried out, we found that Mr. Burger has the lowest brand awareness, usage and performance, in comparison to its main 3 competitors. The overall environment of KFC and McDonalds is very entertaining, providing pleasure to kids, teenagers and adults. That’s the reason why families enjoy dining out there. Before PR Plan|. * Mr. Burger had no credibility * Mr. Burger had no interaction on social media and no website * Very little share of its target market * Old theme â€Å"JUICIEST BURGER†| During PR|. * Consumer started interacting on facebook through competition * Participant and consumer started thinking as â€Å"New Improved Mr. Burger† * Students started noticing through fun fact sheets and free comments * New theme â€Å"Love it for Life† * CSR â€Å"Pure Food† article| After PR|. * Mr. Burger considered as place for hygienic food and fun * Mr. Burger considered as socially responsible * Positive Word-of-Mouth * Brand new Mr. Burger * More credible, more fun, and more health concious| (yeh chart thora contradict kar raha hai hamari observation se, so we can eliminate this chart.) LOVE IT FOR LIFE We believe that Mr. Burger is a restaurant which has a potential to make some of the best memories for its customers. We believe that the people in Pakistan value life and value love to its maximum potential and all it is attainable if you are part of a family. Therefore, we have aimed to promote a family environment for MR. BURGER. Target audience: We are targeting all audiences of ages 6 and above and of social class C+ and above. We are mostly targeting families that have children between the ages of 6-13 as we believe children of these ages are a key factor for promoting restaurant dining in Pakistan. These families would have a tendency to eat out at a place where they have a clean and friendly environment and can have fun together. These families would not be very picky when it comes to choosing a restaurant when eating out but we want to create an image that whenever they think of eating out, they think of Mr. Burger. PR Objectives: * To re launch our brand by creating extended brand awareness. * To build brand credibility by communicating our values and our products to our target audience. * To vitalize our brand by following a new brand ideology and choosing new paths of brand communication. PR Plan Considerations: * The interiors of all the outlets have been redesigned to fit our new theme, â€Å"LOVE IT FOR LIFE† * A Website Facebook page have been established with sufficient members to initiate social and online campaigning. * A number of entries will be received for the â€Å"Director of Fun† competition * Terms and Conditions have already been discussed with channels for the airing of â€Å"MR.BURGER THE SERIES† * Terms and conditions have been agreed with ROB of MAD TV airing on POGO channel for the endorsement of Mr. Burger PR TOOLS: * Fun facts: We would be publishing an article which would contain 10 fun facts about burgers which our target audience would not be aware of. These facts would be such that they are universally accepted and cannot be challenged. This article would be published on all websites and publications which have a large number of target audiences which are children and family oriented people. * Free Compliments: With every meal, we would be giving our customers free compliment cards containing different phrases and sentences which we should our friendly service and care towards all of our customers. This would also help create a positive WOM for Mr. Burger amongst our customers. * Director of Fun: We would be organizing an online competition targeted towards kids of ages 6-13. The objective of this competition would be come with the most imaginative ways to have fun while eating fast food. The participants would have to upload videos and/or photographs on our Facebook page and the entry with the most number of likes would be declared the winner. The winner would be officially being titled as Mr. Burger’s â€Å"Director of Fun†. * Pure Food: This would be a CSR initiative by Mr. Burger to promote the importance of eating fresh and healthy food. This will be achieved by our redesigned packaging and messages running on LCDs present in our outlets. This message will also be communicated through sponsoring seminars on healthy eating being conducted every six months. * Mr. Burger The Series: A kids’ mini TV show will be sponsored as part of a campaign to build a brand mascot for Mr. Burger. The concept of this would be simply be to show a superhero that is just like an average person but when someone is in a peril and needs to be saved, this individual eats a burger and becomes, Mr. Burger  the superhero. * Mr. Burger Times: A newsletter will be published on the website every month which would contain messages from our staff to our customers and our customers to our staff. It would also contain pictures of the good times that people would have experienced at any of the Mr. Burger outlets. This section would also contain a blog where people would be encouraged to mention anything and everything that is related to Mr. Burger. PR PLAN Structure: LAUNCH: * FUN FACTS * DIRECTOR OF FUN * MR. BURGER  THE SERIES POST LAUNCH: * PURE FOOD * FREE COMPLIMENTS * MR. BURGER TIMES.