overview fast food.docx

8/15/2019 overview fast food.docx

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CHAPTER 1 : PRODUCT OVERVIEW

1.1 Introduction

A&W Restaurants is a chain of fastfood restaurants distin!uished "# its draft root"eer and root "eer $oats. A&W %as the "ou!ht oer "# 'DU in ())1 and in ())*

e+"ar,ed on an a!!ressie e-ansion drie to rea+ and e-and its reach. A&W

/0aa#sia2 3dn 4hd has outets in Penan!5 3ean!or5 'uaa 6u+ur5 7e!eri

3e+"ian5 0ea,a5 8ohor5 Pahan!5 Teren!!anu and 'eantan. The co+an# %as

founded in 1919 and is headuartered in Petain! 8a#a. It oerates as a su"sidiar# of

'U4 0aa#sia 4hd. In 19;ed %ith root

"ear and sered to the custo+er. Other than that5 the# aso sere s%eet and treats

i,e %aBe and ice crea+. Custo+er can choose to %a,in dinin! throu!h the drie

throu!h section5 and deier# section. A&W is dierent fro+ others fast food

restaurant i,e 0cdonads5 PiaHut5 '=C5 3u"%a# and etc. A&W is co++itted to

roide custo+ers %ith safe5 deicious +eas and oeration restaurants that +eet

the hi!hest food safet# standards. A&W +ission is to satisf# #our crain!s for a

uait#5 tast# +ea.

1.( Pro"e+ state+ent and issues

The fast food industr# is !ro%in! raid#. E-a+e i,e 0cdonad5 Pia Hut5 '=C5

3u"%a#5 and4ur!er 'in! has +ore dou"ed in a fe% #ears. Within this #ear5 A&W

ost its +ar,et and an to cose do%n ( outets in 0aa#sia "ecause the# %ish to

reosition its "usiness and oerations to achiee sustaina"e !ro%th in future. The#

are underta,in! a correctie strate!# and reie%in! the erfor+ance of each outet.

Due to the ac, of adertisin!5 A&Ws +ar,et !radua# "ein! reaced "# others

fast food restaurant. A&Ws "randin! is not stren!th enou!h to state in custo+ers

+ind5 A&W "rand i+a!e is easi# reaced "# other fast food restaurant that a%a#s

doin! a ,inds of roa!anda.

1.


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1. To enhance a "etter adertisin! strate!# to reosition the A&W "rand i+a!e

and increase the ouarit# to co+ete %ith others fast food restaurant.

i. =ind a roer +ar,etin! strate!# on ho% to adertise their roducts to +ar,et.

E-a+e5

4roadcast TV co++ercia or radio co++ercia to reach their audience.

Internet +edia5 e+ai5 %e"site5 internet and ect.

ii. Create "rand a%areness "# inoin! in +ore eent or ca+ai!n. E-a+e5

hain! "ooth e-hi"ition in eent or

ca+ai!n.

iii. Get +ore i+roe+ent on A&W %e"site and socia net%or, to et the eoe

easi# !et the udates and

infor+ation fro+ A&W. . A&Ws %e"site can create !a+es in their sites to entice

!a+ers to isit their %e"site.

(. To identit# %h# A&W ouarit# decrease in this fe% #ears.

i. 3ure# ana#sis to >nd out the ro"e+s.

ii. 3ituation research a"out their tar!et +ar,et.

iii. Research feed"ac, and co++ents fro+ A&Ws custo+ers

Ai+s:

1. To reosition A&W "rand i+a!e in the +ar,et.

(. To increase the ouarit# and a%areness of A&W.

CHAPTER ( : PRO8ECT PRO=I6E

(.1 Product 7a+e: A&W 0aa#sia


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(.( Product Cassi>cation

The foods and "eera!es a are serin! in hi!h uait#5 fast sered %ith t#ica+enu. A&W is co++itted to roide their custo+ers %ith safe5 deicious +eas and

oeratin! restaurants that +eet the hi!hest food safet# standards. This

co++it+ent is at the heart of their oerations and their su# chain +ana!e+ent

fro+ ra% +ateria rocure+ent5 incudin! iestoc, and roduce5 to their restaurant

food rearation and deier#.

(.< Product Characteristic

A&W seres a t#ica fast food +enu of "ur!ers5 french fries5 as %e as hot do!s.

A&W is fa+ous for its ?frost# +u!s@ Root 4eer. 4eo% are the detais for each +ain

course aaia"e:

0ain

0ains

Price

Dou"e 0oa 4ur!er

R+*.()

Cheese 4ur!er

R+.)

Dou"e Deu-e 4ur!er

R+;.)

Chic,en 3and%ich

R+.;)


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Cone# Do!

R+;.)

Goden Ao+a Chic,en /(cs2

R+;.9)

Goden Ao+a Chic,en /


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R+1).


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=rench =ries /6ar!e2

R+


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4eera!es

Price

Root 4eer /Re!2

R+(.9)

Root 4eer /6ar!e2

R+


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Price

8u+ 3tart 1 /3cra+"ed e!!5 >sh >et5 chic,en sausa!e5 +uKn5 toast "read and

"utter5 sered %ith hot coee or tea2

R+.9)

8u+ 3tart ( /4a,ed "eans5 scra+"ed e!!5 chic,en sausa!e5 %aBe and "utter5

sered %ith hot coee or tea2

R+.9)

8u+ 3tart < /3cra+"ed e!!5 chic,en sausa!e5 toast "read and "utter5 sered %ith

hot coee or tea2

R+;.)

4ear# 0ea

4ear# 0eas

Price

0ea 1 /4eef 4ur!er5 1(o Root 4eer5 3+a fries5 1 re+iu+ ite+. U!rade to 0io

for on# R01.))2

R+.)

0ea ( /Hotdo! 4asic5 1(o Root 4eer5 3+a fries5 1 re+iu+ ite+. U!rade to 0io

for on# R01.))2

R+.)

0ea < /1c Goden Aro+a Chic,en5 1(o Root 4eer5 3+a fries5 1 re+iu+ ite+.

U!rade to 0io for on# R01.))2

R+.)

0ea /cs 3esa+e Chic,en 4ites5 1(o Root 4eer5 3+a fries5 1 re+iu+ ite+.

U!rade to 0io for on# R01.))2

R+.)


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(. Product Ran!e

4ur!ers

4rea,fast

4ear# 0eas

3and%ich

Dou"e 0oa 4ur!er

8u+ 3tart 1

0ea 1

Chic,en 3and%ich

Cheese 4ur!er

8u+ 3tart (

0ea (

=ish 3and%ich

Dou"e Deu-e 4ur!er

8u+ 3tart <

0ea <

Gried Chic,en 4ur!er

0ea

0oa 4ur!er


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Hotdo!

Cone# Do!

Hotdo! "asic

(. Distri"ution

A&W roducts are direct distri"uted to their custo+ers "ecause the# hae dinein5

drie thru &deier# serices aaia"e in their fast food restaurant. Custo+ers can

order and !et their food read# after the# a#. Custo+ers can !et their foods and"eera!es throu!h drie thru and deier# serices that on# roided in certain

A&W outets.

(.; Product 6ife C#ce

(. The 4rand

On ()th 8une 19195 Ro# Aen oens the >rst Root 4eer stand in 6odi5 Caifornia to

se a rorietar# "eera!e +ade fro+ a secret "end of 1 her"s5 sices5 "ar,s &

"erries. 3oon after5 Aen !oes into artnershi %ith one of his e+o#ees5 =ran,s

Wri!ht and three ne% outets are esta"ished in Houston. The artners !ie their

Root 4eer the fa+ous A&W na+e. The A&W franchise %as "rou!ht into 0aa#sia in

19;< "# 0r and 0rs 6ie 4o fro+ U3A. The 6ie 4o fa+i# oened their >rst outet in

8aan Tuan,u A"du Rah+an +a,in! it the >rst fast food outet in 0aa#sia. This %as

foo%ed in 19; %ith the >rst Driein restaurant in Petain! 8a#a. A&WLs !ood%iA+"assador 0ascot5 the Great Root 4eer is created in 19 to articiate in !rand

oenin!s and erfor+ co++unit# serice5 such as entertainin! at chidrenLs

hosita. A&W 0aa#sia %as "ou!ht oer "# 'U4 in ())15 and in ())* e+"ar,ed on

an a!!ressie e-ansion drie to rea+ and e-and its reach. A&W 0aa#sia is

co++itted to roide their custo+ers %ith safe5 deicious +eas and oeratin!

restaurants that +eet the hi!hest food safet# standards. This co++it+ent is at the

heart of their oerations and their su# chain +ana!e+ent 5 and is eidentin


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eer# asect of their "usiness fro+ ra% +ateria rocure+ent5 incudin! iestoc,

and roduce5 to their restaurant food rearation and deier#.

(.* 4rand I+a!e and I+ication

A&W %ith a "ear +ascot %ho %ears oran!e s%eater and oran!e hat.

0ar,et share a+on! the co+etitors:

Co+etitor

0ar,et 3hare

0cDonads

With oer


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Wend#s

Wend#Ls %as the %ordLs third ar!est ha+"ur!er fast food chain %ith aro-i+ate#

;5;) ocations

(.9 3tren!th and Wea,ness

3tren!th

N A "rand thatdierentiates fro+ other co+etitors %ith the dierent +enu. It

seres as ?A+erican t#ica fast food@ %ith ariet# +enu of "ur!ers and onion fries5as %e as hot do!s and their si!nature ?A&W Root 4eer@

3ere arieties of side dishes in their restaurants

Dierent taste ro>e

Dierent raid# !ro%in! /1*


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Adanta!es

Producin! +ore adertise+ents on their roducts

Oen ne% "ranches in +aFor cit# a around the %ords and so+e rura areas

Oen ne% outet in other states of 0aa#sia %hich %i !reat# i+roe their saes

Product i+roe+ent and "rand i+roe+ent

Disadanta!es

Co+etitor in +ar,et

Cost to roduce the "ur!er durin! in$ation and ac, of saes

Heath concerns a+on! !enera u"ic

(.11 Uniue 3ein! Point /U3P2

?Our ,e# stren!th is our roduct5@ said A&W. 4ut5 A&W does not consider that their

uniue sein! oint. Ho%eer5 the# ta,e +uch ride in their root "eer and their

other si!nature roducts i,e the cone# do! and %aBes.

(.1( Pro+otiona Histor# and Adertisin! 3chedue

(.1< Positionin! 3tate+ent


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A&W roduces dei!htfu sides dish and hi!h uait# root "eers and hot do!s %ith

ar!e ariet# of +enus to ensure the suer" taste for hi!h taste references .

rst outet in 8aan Tuan,u A"du Rah+an

+a,in! it the >rst fast food outet in 0aa#sia. This %as foo%ed in 19; %ith the

>rst Driein restaurant in Petain! 8a#a. A&W 0aa#sia %as "ou!ht oer "# 'U4 in

())15 and in ())* e+"ar,ed on an a!!ressie e-ansion drie to rea+ ande-and its reach. A&W 0aa#sia is co++itted to roide their custo+ers %ith safe5

deicious +eas and oeratin! restaurants that +eet the hi!hest food safet#

standards.

rst successfu food

franchise co+an#5 startin! franchises in 19(1 in Caifornia. Toda# it has franchiseocations throu!hout the %ord. It seres t#ica fast food +enu "ur!ers5 =rench fries

as %e hot do!s. The co+an# na+e %as ta,en fro+ the ast na+e initias of

artners5 Ro# Aenand and =ran, Wri!ht. In 19;rst fast food outet in

0aa#sia. The +ost fa+ous A&W outet %ith the >rst Driein restaurant in Petain!


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8a#a5 a sateite cit# of 'uaa 6u+ur oened in 19; and uic,# "eca+e a

faourite !atherin! ace for students5 esecia# fro+ the near"# Assunta and 6a

3ae 3econdar# 3choos. The uniue A&W root "eer +u! %as often ?coected@ "#

these #oun! custo+ers. It %as the >+in! ocation for 0aa#sia +oies durin! the

19s and ear# 19*)s. Custo+ers fro+ the 19)s %i reca Tuesda#s as Cone# Do!

Da#. Durin! the +id19*)s5 A&W aso oerated a second Petain! 8a#a outet at theAtria 3hoin! Co+e- in 3ection 33(( Da+ansara 8a#a. In Penan!5 A&W had an

outet at 'O0TAR and Penan! Internationa Airort and has cose do%n. Another

ne% store has "een oened at +as around Penan!. Durin! the 199)s5 A&W

oerated an outet at Ter+ina < of the for+er 3u"an! Internationa Airort. This

outet ceased oerations %hen the 'uaa 6u+ur Internationa Airort shifted fro+

3u"an! to '6IA in 199*. To date5 seera +ore A&W outets hae "een oened5

+ost# in shoin! +ass. An A&W outet oened for a nu+"er #ear in 6i,as 3uare5

'ota 'ina"au "ut %as cose do%n in ()).Ho%eer5 A&W had a decinin! "usiness

era fro+ 199 ())). A&W 0aa#sia %as "ou!ht oer "# 'U4 in ())1. 'U4 is the

icensee of A&W in Thaiand and 0aa#sia since ())(. Current#5 it has ) outets in

0aa#sia and ) in Thaiand. 'U4 %as current# underta,in! a correctie strate!#

and reie%in! the erfor+ance of each outet. An# outet that is not +a,in! +one#

%i "e shut do%n or reocated. A&W need to "e "usiness and "otto+ inedrie.


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Head oKce: A&W /0aa#sia2 3dn 4hd

1 8aan 3eu,at


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1. Da+ai Perdana

1*. 0ah,ota Cheras

19. Pantai 4atu 4uru,5 'uaa Teren!!anu

(). 4andar 'inrara5 Puchon!

(1. Dataran Paha%an5 0ea,a

ed %ith root "ear and sered to

the custo+er. Other than that5 the# aso sere s%eet and treats i,e %aBe and ice

crea+. It roided dinein5 ta,e a%a# and deier# serices for custo+ers.


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19/45

A&W contri"uted a"out R0;) +iion in ter+ of reenue to 'U45 %hich osted

reenue of a"out R0*)) +iion ast #ears5 announced "# Grou +ana!in! director5

Datu, Wan 0ohd 7or Wan Ah+ad. 'U4 osted a net oss of R0;1.*; +iion for

>nancia #ear ended Dec t of R011.* +iion in()1).

cation

I+roe on the adertisin! and +ar,etin! strate!# to create a%areness for u"ic

to after the# reocated or oen ne% outets in 0aa#sia.

'U4 tar!eted to ist A&W on 4ursa 0aa#sia in ()1 or ()1.


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Current# A&W adertisin! is not stron! enou!h co+ared to their co+etitors and

the# on# focused in fe% +ediu+ of adertisin!. 6ate# %hen 'U4 3dn 4hd

announced that the# are annin! to cose do%n ( outets in 0aa#sia5 it is !ettin!

ess adertisin! a"out their "rand in +ar,et. 0ean%hie the# Fust sread the ne%sthrou!h socia net%or, and $#ers

.1 Current Consu+ers Characteristics

.1.1 De+o!rahics

A!e : 1* to


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Attitude and Personait# : 6o#at#5 aue for ti+e5 "rand and taste conscious

6ifest#e : Wor,ahoic "us# and assion %ith their %or, %ith standard societ# %ho

cares of "ein! to!ether %ith fa+i# and friends

.( 3ta,ehoders Characteristics

.(.1 Pri+ar#

Chair+an

Chair+an is resonsi"e in settin! u !oas and suerisin! co+an# "usiness and

deeo+ent%ith the "oard of directors.

4oard of Directors

Directin! and +ana!in! the e+o#ees to achiee co+an#s !oas.

3harehoders

Inestin! +one# to the co+an# in interest of a share on its ro>t.

E+o#ees

Wor, for the co+an# in cooeration %ith their directors in order to achiee

co+an#s !oas.

Consu+ers

3endin! +one# for the !oods roduced "# the co+an# %hich contri"utes to the

co+an# reenue.


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.(.( 3econdar#

Distri"utors

Proide serice and !ood %hie earnin! fro+ the serice roided.

0edia

Hes co+an# to adertise the "rands and the roducts to create a%arenessa+on! consu+ers %hen the co+an# %iin!# inests for a scheduin! ti+e.

4an,s

Proides oan as fundin! "ac,u to the co+an# and as a >nance a!enc# that

+a,es >nancia rocedure easier.

.1 The Industr#

.1.1 De>nition of the Industr#

=ast food restaurants hae sread raid# throu!hout the countr#5 een into s+a

to%ns. There is ro"a"# no uniersa# acceted de>nition for the ter+ ?fast foods@.

Used oose# and in a %ide sense5 it can "e ta,en to +ean +eas that are sered on

de+and and +ade aaia"e in a short ti+e. This %oud incude the franchised

%esternt#e fast foods as %e as oca ha%,er foods. =or the uroses of the

roosed !uideines5 0inistr# of Heath has de>ned ?fast foods@ as ?foods that are

reared in ar!e uantities5 foo%in! standardised rocedures and sered raid#


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in restaurants co++on# ,no%n as fast food restaurants5 %hich usua# adertise

their serices throu!h the eectronic and rint +edia@.

.1.( 3hae of Industr#

U.3. franchises do+inate the fast food and restaurant industr# and incude the

foo%in!: 'entuc,# =ried Chic,en /'=C25 0cDonads5 A & W5 4ur!er 'in!5 3tar"uc,s5

3eatteLs 4est Coee5 Dun,in Donuts5 Pia Hut5 Do+ino Pia5 3ha,e#s Pia5 'enn#

Ro!ers Roasters5 6on! 8ohn 3iers5 Dair# ueen5 TGI=5 Chiis5 Hard Roc, Cafe5 Panet

Ho#%ood5 4as,in Ro""ins5 Haa!en Das5 3%ensons5 =a+ous A+os5 Auntie Annes5

Out"ac, 3tea, House.

Due to the hi!h caita inest+ent reuired for a forei!n franchise5 o%ners of

forei!n franchises tend to "e 0aa#sian con!o+erates and %eath# inestors. As

+ore and +ore +anufacturin! heads to%ards China and other nei!h"orin! o%cost

a"or +ar,ets5 0aa#sian +anufacturers are "e!innin! to oo, to%ards serices and

franchisin! as a %a# to diersif# their oerations5 often in er# dierent sectors.

.1.< Deeo+ent of the Industr#

0aa#sia is a deeoin! econo+# ocated in 3outheast Asia. It is idea# ocated for

e-ort "usiness to Indonesia5 China and India5 and %i i,e# "ene>t fro+ the stron!

econo+ic !ro%th redicted for these countries in the co+in! #ears. 0aa#sia aso

has a #oun! ouation and increasin! %eath of its o%n. 4ecause of these factors5

0aa#sia is oised to "eco+e a +aFor consu+er of a!rifood and seafood roducts

in the near future. This !ro%in! de+and for a!rifood and seafood roducts5 as %e

as the chan!in! de+o!rahics and cuture of the countr#5 %i i,e# sur !ro%th in

an aread# fast!ro%in! consu+er food serice industr#.

The eadin! sectors in the 0aa#sian consu+er food serice industr# are the

caf"ar se!+ent5 the fuserice restaurant se!+ent and the fast food se!+ent.

These three se!+ents of the foods erice +ar,et account for oer haf of saes in

"oth aue and ou+e ter+s. Ho%eer5 there are oortunities to "e found in the

s+aer sectors of the +ar,et as %e.


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The 0aa#sian food serice sector is er# dierse and oers an arra# of otions for

consu+ers. Aro-i+ate# M of the foodserice sector consists of s+a

foodserice chains or standaone oerations /U3DA5 ()1)2. This +eans the sector is

hi!h# fra!+ented and co+etitie as the ar#in! oerations "atte for +ar,et

share.

Accordin! to the U3DA5 the sector is co+osed of the foo%in! !rous /()1)2:

19M food caterers

*M fuserice restaurants

cant !ro%th

in the industr# at a co+ound annua !ro%th rate /CAGR2 of *.(M5 and a"soute

!ro%th of *.;M

In the eriod of ()) to ())95 the fastest !ro%in! sector in the foodserice industr#

%as the ia foodserice industr#5 %hich !re% at a CAGR of 1


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3i+iar to the caf and "ar sector5 the 0aa#sian fast food industr# is on trac, to

roide +ore diersi>ed oerin!s5 resentin! +an# oortunities for otentia

e-orters of ne% or dierent roducts.

It shoud "e noted that the fastest !ro%in! area of consu+tion in the fast food

industr# is outr# roducts. Whie Canada has su# +ana!e+ent in ace5si!ni>cant uantities of outr# roducts are sti e-orted. Poutr# roducts are

+ore ouar in the 0aa#sian fast food industr# "ecause of rei!ious restrictions

surroundin! "oth or, and "eef %ithin the Isa+ic and Hindu ouations5

resectie#.

.( The 0ar,etace

.(.1 Current Condition of the +ar,etace

The +ar,et of fast food restaurant is current# raid# increasin! as there are a ot

of dierent fast food restaurant in the +ar,et fro+ ne% to od co+etin! a!ainst

each other direct# and indirect#. A&W is the >rst franchise %hich entered 0aa#sia

in 1919. With their fa+ous ?A&W Root 4eer@5 it attracted ots of o#at# custo+ers

%ho isited to A&W. 4ut current# %ith the increasin! of co+etitors and ac, of

adertisin!5 A&W is osin! its ouarit# a!ainst others. Due to the ost ro>t5 A&W

is cosin! do%n their outets or reaced their outets in suita"e enue.

To +a,e the "rand stand out fro+ the co+etitors5 A&W %oud %ish to reosition

"ac, their "rand in +ar,et. With the +ar,etin! strate!#5 A&W hae to "e +ore

creatie and ro+otions and in the roduct itsef.

.(.( Chan!es in 0ar,etace

Positie X 3uccessfu reosition to co+ete %ith other fast food restaurant in the

+ar,et and roduce hi!her uait# thus "oostin! the !ro%th of the industr#.

7e!atie X 6ess ro+otion %i cause it ost its ouarit# in the +ar,et and

increasin! of co+etitors.


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;.1 Direct co+etitors

;.1.1 0cDonads

0cDonadss >rst +ade its %a#s in Dece+"er 19*) %hen 0cDonads Cororation5

U3A !ae Goden Arches Restaurants 3dn 4hd the icense to oerate 0cDonadss

restaurant in 0aa#sia. 0cDonads 0aa#sia oened its >rst restaurant at 8aan

4u,it 4intan!5 'uaa 6u+ur on (9 Ari 19*(. To date5 0cDonads 0aa#sia has

+ore than ()) restaurants ocated nation%ide and is current# e-andin! at a"out

()( restaurants annua#. The co+an# %as na+ed as AO7He%itt 4estE+o#ers in 0aa#sia in ())9 and ()115 as %e as AO7He%itt 4est E+o#ers in

Asia Paci>c in ()11. 0cDonads has successfu adertise+ent /I+ oin itY2 %hich

stated in consu+ers +ind. Other than that5 0cDonadLs has roed out ne% ite+s

i,e coees5 s+oothies and "ur!ers5 e-andin! the ran!e of +enu choices.

Outets : () outets in 0aa#sia

3tren!th : 0cDonadLs has successfu# roed out ne% ite+s i,e coees5 s+oothies5and "ur!ers5 e-andin! the ran!e of +enu choices. Adertise+ent so!an ?I+

oin itY@ 6atest #ear ()1(5 0cDonads has aunched 0cCafe as another concet to

attract coee oer in seciat# coees +ade %ith re+iu+ 1))M Ara"ica "eans.

Product ran!e : 4ur!ers /4eef5 >sh & chic,en25 A#a+ Goren! 0cD5 4u"ur A#a+ 0cD5

side orders /Chic,en 0c7u!!ets5 french fries & etc25 desserts /ae ie5 sha,e & ice

crea+25 ,ids +ea5 drin,s

;.1.( 'entuc,# =ried Chic,en


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The >rst 'entuc,# =ried Chic,en at 0aa#sia %as oened in 19< on 8aan Tun,u

A"du Rah+an. '=C has "een franchisin! since 19(5 %ith +ore than 5())

restaurants in the U.3. and +ore than 15))) units in 1)9 countries around the

%ord. Whie in 0aa#sia5 there are +ore than )) '=C Restaurants nation%ide and

sti countin!. '=C is fa+ous for its Ori!ina Recie fried chic,en5 %hich is +ade %ith

the secret "end of 11 her"s and sices. Great tastin! chic,en has "eco+es#non#+ous %ith '=C. In fact5 '=C 0aa#sia has deeoed a distinctie 0aa#sian

ersonait# of its o%n.

Outet : outets in 0aa#sia

3tren!th : '=C %as the >rst chain to enter fast food industr# Fust "efore 0cDonads

%ith the ?secret recie@ initia ho+e reace+ent strate!#. Ori!ina Recie fried

chic,en5 %hich is +ade %ith the secret "end of 11 her"s and sices. 'entuc,#7u!!ets is one of '=CLs successes.

Product ran!e : 'entuc,# =ried Chic,en5 Roasted T%ister5 4ur!ers />sh & chic,en25

side orders /'entuc,# 7u!!ets5 Chees# Wed!es5 fun fries5 Tan!# coesa%5 Whied

otato & etc25 desserts /e!! tarts & Fe# ice crea+25 ,ids +ea5 drin,s

;.1.< 4ur!er 'in!

In Dece+"er 1995 4URGER 'I7G returns to 0aa#sia %ith a dierent +ana!e+ent

!rou that oerates under a ne% franchisee i.e. Cos+o Restaurants 3dn. 4hd. The

>rst restaurant %as ocated at Oerhead 4rid!e 3!. 4uoh. It %as oKciated "# our

for+er Pri+e 0inister i.e. S.A.4 Tun Dr. 0ahathir 0oha+ad. There are current#5 <

franchise hoders in 0aa#sia. The ar!est oeratin! restaurant is +ana!ed "#Cos+o Restaurants 3dn. 4hd. Whie outets ocated in '6IA are under the

+ana!e+ent of De%ina Hosts 3dn. 4hd5 outets in 3a"ah are oerated "# another

franchisee5 6iin! 4read 3dn. 4hd. The current concet in 4URGER 'I7G caters for

toda#s custo+er reuire+ent for the trend#5 +odern #et tranui.


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4URGER 'I7G caters to custo+ers %ho oe !reat tastin! "ur!ers5 their %a#.

Outets : (( outets in 0aa#sia

3tren!th : 4rand internationa# founded on custo+ersL reference for 4ur!er 'in!

$a+e!ried "ur!ers and the co+an#Ls co++it+ent to uait#5 innoation and

dierentiation. 4ur!er 'in! seres a ot of "ur!ers that is t#ica# not aaia"e in

other fast food restaurant. 3o+e of the e-a+es are5 4' 0ushroo+ 3%iss %hich

seres "eef att# and toed %ith +ushroo+ sauted sauce5 Gried Chic,en "ur!er

%hich is reared "# !riin! the chic,en att# and others. 0ost of the "ur!ers

reared in 4ur!er 'in! are coo,ed "# roer# !riin! the+ oer >re.

Product Ran!e : 4ur!ers /"eef5 >sh & chic,en25 side orders /onion rin!s5 chic,en

tenders5 fries & etc25 treats /ie5 sundaes & ice crea+s25 ,ids +ea5 drin,s

;.( Indirect Co+etitors

;.(.1 Pia Hut

Pia Hut is the >rst ia restaurant chain in 0aa#sia. '=C Hodin!s /0aa#sia2

4hd5 an associate of 3R Grou5 acuired contro of Pia Hut 0aa#sia in 199;. In

())(5 Pia Hut 0aa#sia %as transfor+ed fro+ a oca 3R co+an# into an

internationa oerator %ith the acuisition of Pia Hut 3in!aore. =eaturin! a

deicious +i- of nutritious ItaianA+erican cuisine that incudes the %ordLs

faourite an ia and other deecta"e dishes5 Pia Hut oers a cos#5 friend#

a+"ience in %hich to rea-5 un%ind and hae a !reat ti+e %ith fa+i# or friends.

Pia Hut 0aa#siaLs success has "een due to i+a!inatie and innoatie thin,in! in

continuous# deeoin!5 +ar,etin! and ro+otin! ne% ia roducts %ith uniue

and distinctie $aor5 taste5 st#e and aea. Consistent introductions of ariousroducts and ro+otions throu!hout the #ears hae heed drie s#ste+ %ide saes

and reinforced the chainLs reutation for Lserin! the "est ias under one roofL.

Outets : (1) outets in 0aa#sia


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3tren!th : =irst ia restaurant chain in 0aa#sia5 ro+otin! ne% ia roducts

%ith uniue and distinctie $aor5 taste5 st#e and aea. ?3erin! the "est ias

under one roof@

Product ran!e : Aetiers /3+o,ed Dei Win!s5 Cheese 4a,ed 0eat"as /4eef and

chic,en25 Garic 4read5 =aourite Patter5 =rench =ries5 3aad5 3ou & etc25

sand%iches5 Western faourite5 Pasta5 Rice /Gried Chic,en 4a,ed rice5 Te+ura

Pra%n Garic rice25 desserts /Chocoate Vocano5 3in!e 3ensation5 Dou"e Dei!ht5

Trie Peasure2.

;.(.( 'enn# Ro!ers Roasters

'enn# Ro!ers ROA3TER3 %as ori!ina# set u "# ouar Countr# and Western

sin!er5 'enn# Ro!ers5 and for+er Goernor of the state of 'entuc,#5 8ohn S 4ro%n

8r.5 in 1991. 3eein! an oortunit# to roide heath# and deicious food in a

restaurant eniron+ent5 'enn# Ro!ers ROA3TER3 oened its >rst restaurant inCora 3rin!5 =orida in Au!ust of 1991. 4erFa#a Roasters /02 3dn. 4hd. is the

franchise hoder for 'enn# Ro!ers ROA3TER3 /Z'RRZ2 in 0aa#sia. The co+an# is a

%ho# o%ned su"sidiar# of 4erFa#a Grou 4erhad and %as incororated in 199.

'enn# Ro!ers ROA3TER3 is a +idcasua dinin! restaurant %ith roast chic,en as its

+ain core ite+ co+e+ented "# a rich ariet# of hot and cod side dishes. This is

+ade u of 'enn#Ls fa+ous ho+e+ade +uKns5 Fac,et otatoes5 e!eta"e saads5

asta5 sous5 desserts and "eera!es sered in a friend# and co+forta"e

eniron+ent.

Outets : outets in 0aa#sia

3tren!th : To ro+ote heath# oerin!s5 6ess =at. 6ess 3at. 6ess Caories.


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Product ran!e : 3aad /Roaster chic,en saad5 Caeser saad5 roundu atter & etc25

3and%iches /3unshine sand%iches toast5 cassic chic,en sand%ich5 Roc,ies "o% &

etc25 'enn#s Chic,en 0eas5 'enn# Ho+e+ade +uKns5 desserts /chocoate oasis5

+uKn su"+arine5 Fe# sundae & etc2.

;.(.< Poe#es 6ouisiana 'itchen

Poe#es stor# "e!an in 19(5 %hen A Coeand oened a uic,serice restaurant

caed ?Chic,en on the run.@ The restaurant sered traditiona +id fried chic,en to

the fo,s in the s+a 7e% Oreans su"ur" of Ara"i. Poe#es oened its ))th

restaurant5 uttin! the "rand on eua footin! %ith nationa co+etitors. In a

nation%ide taste test5 Poe#es "eat Churchs Chic,en and '=C5 ?A+ericas =ried

Chic,en Cha+ The 3ic# taste That Cant 4e 4eat.@ Poe#es oened the >rst

franchise in 0aa#sia at ())1. It continuous# e-anded the outets in 0aa#sia.

Poe#es %oud i,e to ta,e this oortunit# to "rin! the e-cite+ent of 6ouisiana to

feo% 0aa#sians "# satiatin! their taste %ith the sic# 6ouisiana taste in 0aa#sia.

Poe#es aso seres its fa+ous si!nature 4ona>de chic,en +arinated in 6ouisiana

3easonin!s5 hand"attered and +ade fresh5 in %hich atrons !et to choose "et%een

0id or 3ic#.

Outets : 9 outets in 0aa#sia

3tren!th : A iece of 6ouisiana in eer# sin!e +eaY Their Poe#es +enu ite+s

co+e %ith a secia $are of 3outhern st#e rearation and coo,in! a their o%n.

Product ran!e : 4ona>de Chic,en5 Tenders /=ish 4ites5 Peer nu!!ets25 Chic,en &

3eafood co+"o5 3and%iches /Chic,en & =ish25 6ouisiana 6eau-5 =a+i# & 'idsL

0eas5 3ides /0ashed otato5 CaFun =ries5 Coesa%5 Corn5 4iscuits25 Desserts5

4eera!e.


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3WOT A7A6S3I3

.1 3tren!th

Ar!ua"# A&W is the >rst fast food restaurant ori!inated in the United 3tates in

1919.

The A&W franchise %as "rou!ht into 0aa#sia in 19;< "# 0r and 0rs 6ie 4o fro+

U3A. A&W 0aa#sia has entered The 0aa#sia 4oo, of Records as the >rst franchise

restaurant in 0aa#sia.

A&W oened their >rst outet in 8aan Tuan,u A"du Rah+an in 0aa#sia. A&W aso

"eca+e the >rst Driein restaurant in Petain! 8a#a in co+in! 19;.

A&W +ascot5 The Great Root 4ear and their cororate oran!e coor stated in

eoes +ind.

A "rand dierentiates fro+ other co+etitors %ith the dierent +enu. It seres as

?A+erican t#ica fast food@ %ith ariet# +enu of "ur!ers and onion fries5 as %e as

hot do!s and their si!nature ?A&W Root 4eer@

.( Wea,ness

A&W is cosin! do%n ( outets in 0aa#sia due to the ro"e+s or reocated or

cose do%n outets that cost its ost ro>t "ecause ocation is not strate!ic or rented

fee is too e-ensie. Current# A&W on# hae 19 outets in nation%ide. Co+are to

the co+etitors5 A&W is considerin! ess outets.

A&W has not adertised e-tensie# in 0aa#sia. Peoe coudnt >nd the A&W

atest ro+otion around5 "ut the co+etitors hae stron! adertise in an#%here

caused the eoe %i a+ost for!et A&W e-istin! and ost its ouarit# in the

+ar,et.


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A&W need to i+roe their sericin! & food uait# in order to sere the food on

ti+e and +a,e sure the food uait# is fresh.

A&W is si!ht# ricin! hi!her than their co+etitors5 A&W is hain! a 3en 3aer

unch set5 "ut is ricin! fro+ R+5 incuded %ith the char!e of "eera!es and

serice ta-5 it cost around R+1). =or a nor+a# student or %or,er %hich inco+e is

not +ore than R+))5 this %i cause the+ hea# e-enses. 3o+eho% the# +i!ht

choose to !o for +a+a, sta rather than fast food restaurant.

A&W hard# udatin! their %e"site and socia net%or,5 e-a+e i,e A&W neer

chan!e their %e"site infor+ation a"out their cosin! do%n outets5 %hen consu+ers

chec, the infor+ation in %e"site5 it sti stated the od cosin! outets in their%e"site5 this %i confusin! the consu+ers a"out the outets ocation.

.< Oortunit#

A&W can consider hain! reasona"e saer unch treat +ea to tar!et in #oun!

*teena!ers %hich ao% the+ to hae cheaer +ea set %ith food uait# "ut in ti+e

can sae their "ud!et.

A&W can an to hae +ore =estia Pro+otion /Chinese 7e% Sear5 Ra+adhan

dinner and etc2 to attract another tar!et +ar,et %hich i,es fa+i# to hae their

Ra+adhan oen dinner in A&W.

Oen ne% outets in roer ocation %ith ar,in! and driethru serices in shared

faciities5 e-a+e in etro station or conenience store.

Current# or %ithin in a #ear5 A&W can co+es out %ith an idea of reeasin!

coecti"es for an# uco+in! +onth. E-a+e i,e in a duration ti+e5 A&W can


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co+es out %ith a ne% set +ea %ith the coecti"es !ift "ut this is aaia"e in

i+ited ti+e on#.

A&W shoud ut +ore eort on udatin! atest ne%s to the +ar,et to ao% the

consu+ers !ets to ,no% foo% their udates on ti+e to ti+e. E-a+e i,e udatin!

their %e"site and socia net%or,5 a%a#s concern a"out consu+ers feed"ac, and

i+roin! a the ti+es.

A&W hae to stren!then in adertise+ent or co++ercia5 the# need to adertise

their roducts or "rand i+a!e %ise# to aoid consu+ers for!et a"out their e-istin!

in the +ar,et due to the stron! co+etitors in the +ar,et.

A&W can cororate %ith so+e "i! eent5 i,e ?Runnin! Da#@ or isitin! to

orhana!e to increase u"icit# in +ar,et.

. Treats

=ast food restaurant in increasin!# raid# in the +ar,et. There are ots of others

fast food restaurant co+etitors are co+etin! %ith A&W.

The researchers concuded that hain! fast food %i increase a ersons ris, of

heath /%ei!ht !ain and o"esit#2.

E-ensie fast food restaurants rented fee cost# in e-andin! franchise in

eer#%here. Econo+ics crisis5 fast food restaurant chain chan!e in aroach of

eadin! in co+in! #ears.

TARGET AUDIE7CE


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*.1 Proosed Pri+ar# Tar!et Audience

*.1.1 De+o!rahic

A!e : 1* to (< #ears od Gender : 0ae and =e+ae

Education : 3econdar#5 under!raduate and ost!raduate

Occuation : 3tudents

Inco+e Ran!e : R0)) R0*))

Ao%ance : R0()) R0))

Race & Ethnicit# : A races

Geo!rahic 6ocation : Ur"an

*.1.( Ph#sio!rahic

Percetion : Consu+ers %ho %ant so+ethin! in a short ti+e %ithout %aitin! for

on!5 see, for +ateriaistic5 i+a!e aearance5 socia a%areness5 hi!h uait# food

and serices.

6earnin! : 7e%saer5 socia net%or,5 +a!aines5 "o!s5 friends.


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0otiation & 7eeds : Good serice5 fee the deicious and satisfaction of food %hie

enFo# the eniron+ent in the restaurant.




*.( Proosed 3econdar# Tar!et Audience

*.(.1 De+o!rahic

A!e : ( to (* #ears od

Gender : 0ae and =e+ae

Education : Under!raduate and ost!raduate

Occuation : Wor,in! aduts

Inco+e Ran!e : R01))) R0())

Ao%ance : R0)) R01))

Race & Ethnicit# : A races


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Geo!rahic 6ocation : Ur"an

*.(.( Ph#sio!rahic

Percetion : Consu+ers %ho %ant so+ethin! in a short ti+e %ithout %aitin! for

on!5 see, for +ateriaistic5 i+a!e aearance5 socia a%areness5 hi!h uait# food

and serices.

6earnin! : 7e%saer5 socia net%or,5 +a!aines5 "o!s5 friends.

0otiation & 7eeds : Good serice5 fee the deicious and satisfaction of food %hie

enFo# the eniron+ent in the restaurant.




9.1 0ar,etace Research

9.( 0ar,et o"seration

An o"seration had done in A&W startin! fro+ 1(+ unti


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1*


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This uestion is to inesti!ate on ho% often eoe isit to fast food restaurant. The

resut sho%ed that (1 of the resonders nor+a# isit to fast food restaurant in (<

ti+es in a %ee,. Whie there are 1 of the resonders isit to fast food restaurant in

once a +onth. On# 1 resonder neer isits to fast food restaurant. ( resonders

isit fast food restaurant in eer#da# and another ( resonder isit fast food

restaurant ti+es in a %ee,.

uestion ;

Which fast food restaurant nor+a# #ou isit to[

There are of the resonders nor+a# isit to 0cDonads. Whie there are

resonders choose to isit '=C. On# 1 resonder !oes for Pia Hut. Other otion is

CarLs 8r. The other fast food restaurant i,e 4ur!er 'in!5 Poe#es5 3u"%a# & A&W is

not the +aFor choice for the ) resonders.

uestion

Wh# #ou refer that[ /Refer "ac, to uestion ;2

(; of resonders thin, that the# refer the fast food restaurant the# choose

"ecause of their ro+otion and cheaer /aue set +ea2. 4ecause no%ada#s

eoe %ant to sae "ud!ets for +ea set5 so+eho% the fast food restaurant is

hain! the aue set food and "eera!es %oud cost no +ore than R+1).

resonders thin, that is faster and conenience to sae their ti+e i,e ueue u or

%aitin! for seats. Another resonders refer the fast food restaurant nor+a#the# isit to "ecause of their ariet# choice of food5 so+e eoe %oud refer for

"ur!ers "ut so+e %oud choose for other food. 3o if the fast food restaurant is

hain! ariet# choices of food5 this +a#"e is the reason for the+ to isit in often.

resonders thin, that the serices are !ood5 so the# %oud rather choose to !o "ac,

the fast food restaurant. resonders choose no reason. Whie another (

resonders refer the fast food restaurant due to the accessi"e %i> roided.


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uestion *

Are #ou a%are of A&W[

This uestion is to >nd out the a%areness of eoe a"out A&W. 4ecause no%ada#s

the fast food industr# is !ro%in! raid#5 refer "ac, to uestion ;5 +ost of the

resonders are isitin! to 0cDonads5 '=C5 Pia Hut "ut not A&W. The "ar sho%s

out of ) resonders5 (; of resonders are aera!e a"out A&W. 1( resonders are

a"oe aera!e a"out A&W. Whie resonders are ,no%in! e-ceent a"out A&W.

0ean%hie ; resonders are a"oe aera!e a"out A&W. On# 1 resonder doesnt

,no% a"out A&W.

uestion 9

Do #ou re+e+"er A&W o!o[

This uestion is to concern either the resonders re+e+"er the A&W o!o or not.

Without sho%in! the A&W o!o5 M of the resonders re+e+"ered A&W o!o5 "ut

1M not sure and *M cant re+e+"er the A&W o!o.

uestion 1)

Ho% #ou rate for A&W food[

Other than the a%areness of A&W5 this uestion is to focus at A&W food rate.


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uestion 11

What is #our faourite food in A&W[

After the# rate for A&W food5 this uestion is to inesti!ate %hat is the resonders

faourite food in A&W. nd out ho% on! the resonders "een to A&W since their ast

isit.


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=ro+ the uestion 1(5 an aera!e ercenta!e is sho%in! that +ost of the eoe

neer isit to A&W +ore than < +onth. What issue is stoin! the+ fro+ !oin! to

A&W[ 1< resonders thin, that A&W is ac, of adertisin!5 eoe do not ,no% their

atest ro+otion or !et their udate fro+ A&W. 1( resonders aread# for!et theire-istin!. 9 resonders choose for stron! co+etitors. resonders disi,e their

food. < resonders thin, that A&W is +ore e-ensie than other fast food

restaurant and ( resonders not %iin! to !o A&W "ecause of their "ad serices.

0ean%hie resonders choose others otion i,e ess outet5 the resonders cant

>nd the A&W outets near"# their ace.

uestion 1

Are #ou a%are of #our refera"e fast food restaurant ro+otiona[ 3uch as aue

unch or aue dinner[

This uestion is to >nd out either the resonders %i foo% or a%are a"out their

refera"e fast food restaurant udate i,e ro+otiona or not. *M resonders !o

for Ses and 1M !o for 7o.

uestion 1

Ho% did #ou notice a"out that[

This uestion is to >nd out ho% the resonders !et the udate fro+ their refera"e

fast food restaurant udate. 1; resonders %i foo% their =ace"oo, T%itter

udates. 1< resonders !et the udate fro+ their friend and fa+i#5 %ord of +outh

and socia net%or, and "o! reie%s are +ore eectie. 11 resonders !et the


42/45

udates fro+ ne%saer5 +a!aines5 $#er and etc. resonders %atch TV

adertise+ent to !et the udates.

uestion 1;

Wi #ou refer the fast food restaurant to roide Deier# Drie thru serices for

#ou[

uestion 1

Wh#[ /Refer "ac, to uestion 12

0ost of the resonders refer to hae deier# serices "ecause is conenience and

can sae ti+e5 resonders no need drie or ueue in to "u# the food.

uestion 1*

Do #ou ,no% %here is the nearest A&W to #our house %or,in! area[

*M of the resonders ,no% %here is the nearest A&W to their house %or,in! area5


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What is #our co++ent a"out A&W[

Pic, u so+e of the resonders co++ents a"out A&W5

A&W need to rene% the food ite+5 set u the ro+otion5 chan!e the eniron+entof the restaurant

Hoefu# A&W can i+roe on their adertisin! and +ar,etin! strate!# so that

the u"ic can re+e+"er the+.

6ac, of eort in adertisin!. Their adertisin! is not as stron! as 0cD or '=C. In

fact5 I donLt thin, the# adertise at a an#%here. ItLs hard to >nd A&W co+ared to

0cD %hich is ocated a+ost eer#%here. Een their restaurants are so+eti+es not

as attractie as so+e other fast food restaurants. The# need to "e +ore adata"e

and attractie oo,s for their restaurant in order to attract custo+ers.

0a#"e A&W can i+roe the custo+ers serices5 set u +ore ro+otion5 or

ouchers to ro+ote their foods. Adertisin! is aso er# i+ortant5 +a,e eoes

a%are of it.

Price si!ht# hi!her co+ared to other "rand. 4ad serice.

7ot outstandin! enou!h co+are to '=C and 0CD

A&W is not "ad thou!h5 Fust their co+etitors are +uch +ore o%erfu and +ore

eKcient & creatie "usiness+inded5 so A&W hae to ic, u5 thatLs it.

I oe their root "eer5 onion rin!s and "ur!ers. 4esides that5 I aso i,e their o!o5 it

"rin!s +e chidhood +e+ories. 3erious#5 %hat haen to A&W[

A&W can roide +ore aua"e co+"o set.


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A&W need to add +ore ro+otion and ariet# on their +enu

11 References

R09


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4ur!er 'in!s We"site

htt:%%%."ur!er,in!.co+.+#

Pia Huts We"site

htt:%%%.iahut.co+.+#

'enn#s Ro!er Roasterss We"site

htt:%%%.,rr.co+.+#

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