TANOY SAHA

2018APRB06016
PGDM-WP-JULY-2018-20 Batch

REAL BURGER WORLD CASE STUDY ANALYSIS

1) Yes, the startup franchise Real Burger World was fully focused on the brand which deviated
their way from the vision, “why isn’t there a healthy, higher quality ‘fast food’ chain in the
market?” , when Naz initially thought their Burger franchise would be.

The tag line of the company was “Real Burger” which will have the good quality of food, but
later they used stored and processed food thus making customer unhappy. The only thing
became famous was their Juices, which again deviated from what Naz wants to build their
franchise for, i.e. REAL BURGER.

Marketing concepts which went wrong:

 Value and Satisfaction of the customers

 Supply chain and its operations
 Product and Process concept

2) Marketing aspects which went wrong:

 Marketing mix- Place- The place of the store where they build went wrong. They bought
a store in a constructional site which get diverted from all the people and customers.
They were supposed to name their store as REAL BURGER WORLD, but due to some
fights between the landlord they renamed as RBW, which lost the word BURGER. If the
store was renamed in full, people by seeing the name would think that the store is good
for burgers not for Juices.

 Internal Marketing- This went wrong as he hired a friend who does not have any
previous experiences in fast food outlets.

 Marketing mix-Product- The quality of food prepared changed drastically below

average when hired a consultant who stared using processed and stored food.

 Marketing mix-Promotion- Naz was promotion their brand through a TV episode which
were actually good, but he forgot to keep in mind that it was a startup company and
funds are limited. So, rather spending fund for building and operation in a store, or to
hire some professional he spend all the funds to advertising that. He focused more on
BRAND than on VISION and VALUE of the store.
TANOY SAHA
2018APRB06016
PGDM-WP-JULY-2018-20 Batch

 Customer Satisfaction and feedback- Since it is a new store they did not take customer
feedback, which would help him to generalize and sort out things in a better way. They
promoted in a wrong way telling that it was “Real Food” but actually it’s not.

3) Recommendations to achieve Business Goal:

 Appoint a business person who has run a fast food outlet before. He will be knowing all
the needs that a customer wants and will be able to fulfill their demands.
 Being a startup, spending huge amount of cash in promotion is a waste of money.
Rather spending such money advertise it through pamphlets, posters and
advertisement. Save the remaining money and hire some internal employees and
entrepreneur having knowledge of business.
 Place and location is a big concern for your outlet. If possible open your outlet next to
Mc Donald’s and then give a free offer on burger. Students and lower age people who
became bored of Mc Donald’s will enter your outlet, and if they like your taste their will
be a personal/word of mouth of promotion without any advertising cost.
 High the outlet name as Burger and promote it in a way such that your store will be
known to be best in Burgers.
 Opening of 2nd store is a bad idea. Rather getting all the bad inputs from the 1st store
and maintain it in the 1st store.
 Don’t focus much on brand name putting aside your Vision- Real and Healthy food.
Promote a video of your burger making. People who are health conscious can get to tap
into your making of food and they will visit your store.
 Make sure to gather customer feedback through feedback form.
 Need of a strategic partner rather than a consultant.