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