Muhammad Fardan Shams

14152

Retail Planning – Burger Shack

Mission: “Pioneering the art of burger-making and gourmet in Pakistan, The Burger Shack strives to
provide premium quality fast food, without the hefty price tags. We're your next-door, quick service,
take away restaurant that just won't quit. So, resistance, is clearly futile. Try The Burger Shack and give
your taste buds all that they deserve!”

Situation Analysis:
 The Fast Food industry is quite a prominent one in Pakistan and there is constant growth in the
“Burger Joint” segment in Pakistan as many brands have emerged in the past years as the
consumers have been searching an ideal high quality burger to satisfy their taste buds.
 However, with the growth of burger joints we can see that the competition in the market is very
tough. Each joint is offering a high-quality food with good service. Also, there is also an issue of
Burger Shack just giving take-aways instead of offering dine-in experience to customers.
 Burger Shack needs to emphasize on good customer service and innovation and smart offers if
it wants to get ahead of its competitors and be up to date with everything so that they can get a
firm grip of the market and the customers.
 As far as the customer service is concerned, so far Burger Shack has got it covered with their
small team of dedicated employees at all its outlets who are providing good quality customer
service.

Strategic Opportunities
Burger shack can offer dine-in to its customers if it can increase the size of its outlets in various parts of
the cities where they operate all over Pakistan. They can work on their social media presence and work
on their online presence.

Evaluating Strategic Opportunities

If we look at all the other competitors of Burger Shack we can notice that they offer a dine-in service to
its customers as most people look to eat out as an outing with family and dine-in has huge potential for
growth in the future. To offer dine-in Burger Shack needs to get the size of its outlets even bigger so that
they can offer dine-in to as many people as they can. In the near future it can be assumed that
businesses with good online presence will have a competitive advantage of those businesses who do not
as most of the restaurants or food joints get famous after getting good reviews online, so digital
presence matters a lot and this is something that can be worked on by Burger Shack.

Establish Specific Objectives

Around the next 2 to 3 years Burger Shack should have a few big outlets that offer dine-in to the
customers and a proper social media marketing team that should be running a couple of campaigns
that should go viral leaving a digital footprint for the customers to follow so that they are drawn
towards Burger Shack.
 Muhammad Fardan Shams
14152
Retail Mix
The pricing is quite economical for burger shack along with the deals that are offered to the customers
so we can say that the pricing strategy is a great one. Promotion is something that can be improved by
Burger Shack as it is not as renowned as its competitors, so it needs to increase its promotional
engagements. With the small outlets and no dine-in service currently the labor force required is quite
minimal. The product is up to standard and is satisfying to customer with their signature taste. Their
locations are quite smartly and strategically placed in places like malls and popular or Porsche areas of
the city where a lot of people are attracted to them. Even the visual presence is good for Burger Shack.

Evaluate Performance
We can say that Burger Shack has done well up till now but there is still room for improvement for them.
Like they can work on their online presence and offer more things like dine-in or even services that its
competitors are yet to offer and gain first movers advantage.