Retailing Assignment – Sir Adnan Ahmed

Retail Strategy – Burger Shack

Submitted by:

Maheen Alam 17381

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. It’s the next-door, quick
service, take away restaurant that just won't quit.
Market Attractiveness:
The fast-food industry has been growing rapidly in Pakistan and quickly becoming the second
largest industry in Pakistan with a massive consumer market.
With more convenient options being available, such as home deliveries, drive through,
takeaways, the consumption keeps increasing.
There are several growth opportunities as once the brand is established, they can expand into
different markets and different locations and franchise. It offers high profit margins.
Competitor Analysis:
There is fierce competition present in the fast-food industry, especially for burger shack where
there are various popular burger joints who are offering good quality food items at a low cost
now.
Competitors: Moos n Clucks, 2 Guys Bistro, Burger o Clock, Burger Lab, Burger Inc, Oh My
Grill, Burger Mafia, The Sauce, etc
Burger Shack entered an already competitive industry and the competition has only grown since.
They have been able to hold their position in the market due to the constant innovativeness in the
market. First it was their meat burgers, then the different buns, now the tacos and donut burgers.
SWOT Analysis:
Strengths Weaknesses
Great locations with branches in the city’s top low customer loyalty
locations
Good Operations Slow food delivery system
Variety in Food items offered Limited customer service
Cozy restaurant atmosphere

Opportunities Threats
Expansion into different markets by opening good quality food being sold at low rates by
more stores in different locations the competitors
Incorporating different food items eg
Mexican, Italian, Chinese, etc
Add on good dessert options

Strategic Opportunities:
Seeing how their expansion into Mexican food e.g. tacos, nachos, etc. turned out to be profitable
for them, they should also consider moving into other food categories. Such as Italian, Chinese,
etc.
They should open outlets in more locations seeing as how well their other branches are doing.
They can even consider expanding into different well-developed cities of Pakistan such as
Islamabad and Lahore where there is a huge market for fast food.
Strategic Alternatives:
Market Penetration: adding on good dessert options as people crave something sweet after
having a heavy meal.
Market Expansion: They should include spicier options into their menus as people in Pakistan
prefer spicy food. They can have options such as Korean chicken etc. They can even have deals
to offer larger quantities at lower price rates to allow people of a lower income levels to be able
to enjoy this food as well.
Format Development: setting up food trucks with outdoor seating or even food trucks
occasionally in university cafes etc
Diversification: Opening up a desert shop with cool aesthetics

Specific Objectives and Resource Allocation:

They should offer new food categories, eg pastas,pizzas, cakes, pies, They can set up a food
truck outside their outlet and set up a nice garden area for outdoor seating. They can even have a
desert or a coffee cart outside to offer more options to their customers. They will ofcourse need
new resources for the expansion however seeing the profits that hey are generating at the momet
it shouldn’t be a hassle arranging these.
Retail Mix:
Location: All their outlets are situated at prime locations with lots of human traffic. Currently
they have seven outlets in DHA, Clifton, Sindhi Muslim Society, Gulshan-e-Iqbal, North
Nazimabad, Malir Cantonment and Lucky One Mall. All of which are very busy areas, attracting
many customers.
Pricing: The pricing is very competitive as there is a fierce competition from other burger joints
and thus having a high price would affect them negatively. They have affordable prices which is
more or less the same as its competitors. It targets people from Sec A and B. Although they seem
to offer good value for the money.
Store Atmosphere: They have warm lights and wooden interior giving it a cozy feel while
maintaining the aesthetics. They have an easy to use website that offers delivery services. The
have big promotional banners on the website to grab customer attention and announce new deals
and meals. The large appetizing food pictures induce cravings within the customers.
Merchandising: They have high product assortment as they offer a wide variety of food items
which also gives it an edge over its competitors. Not only do they have various different burgers,
but they also have other options like tacos, quesadillas, nachos, etc.
Promotion: They mostly do in-house marketing and are usually coming up with innovative ways
to market their product. Most of their promotion is done over social media, mainly focusing on
Facebook. They have also moved on to electronic channels such as food panda and careem now
which have in turn increased the sales. They also have various promotional and seasonal deals
and offer special discounts on their websites to make their prices even more attractive for the
customers.
Customer Service: Their customer service is slow and limited. They make the customers wait for
their orders as their may be limited kitchen space available or limited staff or it might have a
long preparation time. Even for online services the deliveries are slow. There have also been
complaints online of the food quality not being consistent. However, they do respond promptly
to customer complaints and try to fix the orders.
They should continue most of this as such by expanding on the locations bits however they
should try to improve the customer service to best acter to their customers. Try to improve
operations to save tprep time and maintain food quality.