Fast Food Two Tier Pricing Evolving Elevating Food Brands Globally.

Fast Food restaurants are stillaspirational for many consumers around the globe.  Economic upheaval continues to linger withemployment instability in most developed countries.  All the while in developing countries showingsigns of growth or stability like Brazil, China, Africa a stable or growingeconomy has powered lower-level economic groups to the “new middle.”
Fast food branded restaurantsare leveraging Two Tier Pricing to first garner trial and secondly build brandloyalty.  They offer entry level brandedproducts like McDonalds dollar menu that allow existing customers trial andexisting customers trade up either with LTO’s or specials on branded menuitems.
The Euromonitorput it this way.  “Fast food is changing,and not just in the category's dominant US market. Amidst fierce competition,fast food brands have been forced to differentiate themselves with broadermenus, better food and higher-end outlet designs. In developed markets this hasled to the popularity of the fast casual segment, but in emerging markets (mostof which show a strong preference for full-service dining) it has helped fastfood gain traction as a modern, lower-cost alternative to more traditionalfoodservice formats …
The brandingopportunities inherent in the fast food business model have also allowed thesechains to appeal to developing market consumers' taste for exciting new diningexperiences. South Africa-based chicken fast food brand Nando's, for example,has relied on strong branding, exciting flavours and a unique dining experienceto set it apart from other chicken fast food chains, a fact that helped itachieve 19% value growth in 2011. Similarly, UK bakery products fast foodbrands EAT and Pret a Manger have both found success with a positioning ofconvenient, high-quality food, a modern atmosphere and quick service.
A focus on fresh,high-end ingredients, especially, has helped the brands compete with moretraditional fast food concepts, and this kind of above-and-beyond competitivepositioning will continue to integral to the success of any new fast foodconcept….
The universalcommonalities in reay-2-eat and heat-N-eat fresh prepared food are fuelingretail success around the globe.  Is yourcompany building two restaurants a day in 2012 like 7 Eleven is?  Why not?

Invite Foodservice Solutions® to complete agrocerant program assessment, brand, product placement or positioningassistance.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the globalleader in the Grocerant niche visit Facebook.com/Steven Johnson,Linkedin.com/in/grocerant or twitter.com/grocerant