Baja Fresh & Taco Bell
In today s increasingly competitive marketplace businesses must be very creative in their marketing strategies in order to attract as much business possible. Companies spend a tremendous amount of their budget on advertising, soliciting, marketing and selling their products and / or services. Businesses that aren t creative don t appear to succeed as much as those that produce good marketing campaigns.
fast food restaurants are one of the most recognized businesses. It appears that at just about every major intersection you ll find some sort of fast food establishment. Which one do you select? Why did you select it? Is their food good? Was it because you found their marketing approach funny ? Are your funds limited? There are multitudes of reasons why consumers solicit a particular business. I analyzed two fast food restaurants; one is an established major fast food provider, Taco Bell, the other restaurant is also a fast food provider, however, relatively new in the industry, Baja Fresh.
Taco Bell has literally become a household product throughout much America. The marketing campaign Taco Bell initiate states that half of the American population sees a Taco Bell commercial at least once a week. Their most recent marketing slogan is a talking Chihuahua that speaks Spanish. One of his more well known punch lines is Yo quiero Taco Bell! Taco Bell restaurants serve Mexican fast food. They are the largest Mexican fast food restaurant chain in America. Taco Bell does not consider itself to be fast food, they consider themselves to be quick-serve Mexican style restaurants.
The Essay on Taco Bell
... billion food retailer with a worldwide distribution system of over 200,000 POAs by the year 2000. Taco Bell acquired other restaurant chains ... to be done if Taco Bell was going to compete successfully in the fast food market. The Taco Bell of the early 1980s ... to expand responsibility and pay by opening new stores; marketing managers’ salaries were based on strength of performance, complexity ...
Taco Bell focuses a great amount of their marketing strategies towards the younger age group. They are usually marketing their products around blockbuster movies or popular action figures, and will usually offer some sort of marketing token with many of their meals.
The food at Taco Bell is priced relatively inexpensive; however, the quality is typical of a fast food restaurant; you get what you pay for. Taco Bell is constantly producing new food items in order to attract more customers.
Competition is strong and dynamic in most markets. So it is essential for a firm to keep developing new products-as well as modifying its current products-to meet changing customers needs and competitors actions (Perreault, 281).
Taco Bell continually is experimenting with new food product lines.
Taco Bell is a part of the Tricon Global Restaurants Group; one of the largest restaurant chains in the world. There are over 14,000 Taco Bell restaurants throughout the globe. Other restaurants affiliated with Tricon Global are Kentucky Fried Chicken and Pizza Hut. Combined, there are over 29,000 restaurants worldwide. On April 28, 1999 Tricon posted first quarter earning of over $106 million. Taco Bell restaurants are clean, efficiently designed and most offer drive-through food pick-up provisions.
Taco Bell s marketing strategies focuses around two main issues; first of all, commitment to drive sustainable growth by focusing on the basics of marketing innovation and secondly, by emphasizing on operational excellence. Our jobs will be the best in the world for people who are committed to quality food and satisfying customers better than anyone will (Tricon Global, 99).
The Essay on Fresh Food vs Canned Food
Eating is an activity that we as humans do at least two times a day. We live in a world where the variety of food is immense, and we are responsible for what we eat. We decide what we are about to eat and how it will affect our bodies. However, each food differs from one to another. For example are the fresh food and the canned food. Fresh foods and canned foods are two kinds of different types of ...
Baja Fresh entered the restaurant business in 1990. During the last 9 years they have opened over 75 restaurants from coast to coast, with another 150 scheduled to open within the next 5 years.
Baja Fresh is a privately held southern California, Westlake Village, company. Their philosophy is quite a bit different then Taco Bell s. Baja Fresh does not advertise on television or radio. Their success has been by providing a quality food product line, catering to the healthier eating conscious clientele. Baja Fresh restaurants do not have refrigerator freezers, microwave ovens, and can openers or use lard on any of their products. They place a great amount of their emphasis on freshness and healthier great tasting food.
Baja Fresh provides an experience at their restaurants. Experiencing a Baja Fresh will tease the senses as soon as you walk through the door. Visually, the d cor is open, bright and white and noticeably sparking clean. The aromas are enticing, the music festive and the employee s smiles are genuine (Baja Fresh, 99).
Their restaurants all have indoors and outdoors dining, without any drive-through provisions. The food is reasonably priced, prepared to order, high quality and generous portions.
Baja Fresh does not provide any frills with their meal purchases. Their aren t any promotional gimmicks or super meals offered. They offer a reasonably priced high quality product that requires minimal marketing; their quality speaks for itself. Baja Freshs customer base compared to Taco Bell is relatively the same. However, the food costs are slightly higher, food preparation time is a bit longer and selection of menu is a slightly more limited.
In order to qualify for the purchase of a Taco Bell franchise you must serve as a manager for one of their restaurants, have a minimum of $1,000,000 cash available, experienced with a good reputation in the industry. In order to purchase a Baja Fresh franchise you must have experience in a leadership role, have a minimum of $500,000 cash available, and experienced with operating a business.
With the present baby-boomer generation monitoring everything they consume, the Baja Fresh approach of marketing appears to have a great future. Taco Bell is also here to stay, however, you must be prepared to lower your taste standards a bit. Anytime I ask my children where they want to eat, they will specify Taco Bell at least two thirds of the time.
The Essay on Restaurant Business Food Healthy Service
The restaurant industry is very competitive, the lifestyle changes created by modern living continue to fuel its steady growth. More and more people have less time, resources, and ability to cook for themselves. The most important things that we have to concern before opening the restaurant is site selection. I have decided to open a restaurant in Seoul Korea near downtown urban setting; it is an ...
References
Perreault, William D. Jr., and Jerome McCarthy (1999).
Basic Marketing. Boston, Massachusetts: Irwin/McGraw-Hill.
Baja Fresh Join the Team (1999).
[On-line]. Baja Fresh Mexican Grill http://www.bajafresh.com/join.html
Welcome to Tricon Global Restaurants, Inc. (1999).
[On-line]. Hot off the Press http://www.triconglobal.com /triconroot/welcome.html
