Post on 21-Apr-2015
The Strategy Canvas 2 of EatWell
EatWell
Fine Dining
Home Dining
The Strategy Canvas 1 of EatWell
EatWell
McDonald's
Subway
High High
Low
The Strategy Canvas of “EatWell”
Fast food restaurants are mostly places which offer fast, below average food with low
price and are mostly preferred by young people. I wanted to break this cliché with a new fast
food restaurant “EatWell”. I searched out the common and competitive factors of the fast
food companies. I used the “6 Paths Framework” and “Eliminate-Reduce-Raise-Create
Method” in order to specify this restaurant’s unique characteristics. I wanted to show how it’s
a “blue ocean company” by comparing it with the companies from the same industry and also
comparing it with other possible options. I eliminated some of the common factors of the
traditional fast food restaurants: the cashier lines, fried food and high fructose corn syrup. I
reduced fun and humorous marketing, raised the quality of the food and ambiance. I added
waiter service, delivery service and also added touch screens for every table. I also slightly
raised the price in order to maintain these services. The working staff number did not differ
from McDonalds’ because even though there is no need for cashiers, more staff members are
needed in the kitchen. As a result our unique fast food restaurant was created. Now how does
this all work? The customers enter the restaurant and choose one of the tables which say
“Welcome” on the touch screen. They can give their order from the touch screen directly or
just press the “call waiter” button if they want to give their order to a waiter. The main meals
in fast food restaurants contain fried foods and high fructose corn syrup which are eliminated
Low
in “EatWell” because they are very unhealthy. Instead of french-fries there are baked
potatoes. The drinks and desserts contain cane sugar rather than corn syrup. The marketing
strategy is not very humorous or fun like McDonald’s etc. in order to attract older customers
and indicate “what you eat is what you are” concept which is not a joke. The quality of the
food is very high. Everything is fresh and not frozen. Also there are many options for butter,
oil, salt etc. considering the customer’s diet plan. All of these features put “EatWell” in a
separate place. They are not like the other fast food restaurants, they are faster, cheaper and
healthier than other eating options and also if the customer cannot or does not want to leave
home, we have delivery service to the neighborhoods which are close. They can order food
by phone or our webpage and the food will be delivered with proper boxes without any loss
in quality.
Asli Zeren
6/13/2011