Mr. Burger

Topics: Hamburger, Target market, Target audience Pages: 4 (1274 words) Published: April 1, 2012
About Mr. Burger 
Mr. Burger is an international fast-food chain that first opened at Lake Michigan Drive by Peter and Maria Christopoulos, in 1967, between the Ottawa and Kent counties. Since that time, Mr. Burger has evolved from a neighborhood teen hang-out into a thriving family-oriented restaurant. It has transitioned from serving hot dogs and burgers to offering a full menu of breakfast, lunch, dinner, and dessert. It launched its first branch in Pakistan, in late 1980’s, near NIPA bridge. Since its launch in Pakistan, Mr. Burger has opened branches at Tariq Road, Boat Basin, Bahadurabad and North Nazimabad. Over the years, customers have come to appreciate the good service and delicious, quality foods offered by Mr. Burger. Situation Analysis

In the past few years, the overall value of Mr. Burger has declined. From our own observation of 2 branches (Tariq Road & Boat Basin), we found that the overall state of the branches was below par. The tables and chairs were dirty. The chairs itself were quite uncomfortable. The wallpaper from the walls was scrapped from places. Even the entrance doormat and door had flies and mosquitoes all over them, making the place look unhygienic. Over the past 5-6 years, there has been little or no promotion and this has led further in its decline. Also, the employees are also pretty dull and less-friendly. Their appearance and way of interacting shows as if they are disinterested in working. Even the loyal customers do not prefer it to dine out, due to its poor performance. In the early 2000’s, McDonalds and KFC had been launched in Pakistan, but customers by then, preferred Mr. Burger. In the past 5 years, the scenario is completely different. Competitors like KFC, McDonalds and Subway have taken over Mr. Burger’s market share. All the other competitors engage in variety of promotional campaigns, and the frequency of promotion is also high. Every month or 2, we see new billboards of KFC and McDonalds, introducing some...
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