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BAGUETTE & BAGUETTE
- INTRODUCTION
- Founded 18 years ago, Baguette & Baguette is the famous national fast food company in Tunisia which is created in 1998 and is implanted 30 regions. It sells food industry products and mainly burgers.
Name | Baguette & Baguette |
Logo | [pic 3] |
Geographic area served | 30 regions on capital city |
Headquarters | Tunisia |
Employees | 400 employees |
Main competitors | Le Zink, Burger House, Bull Burger, Doodle, Fat Burger, Johnny Rockets, Burger king, Quick, Cook’s |
- ANALYSIS
- SWOT ANALYSIS
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- Strengths:
- Strong brand name, image and reputation
B&B has built up huge brand equity. It is the number one fast food company by sales, with more than 30 restaurants serving burgers and fries in Tunisia. The image of B&B is recognized everywhere.
- Large market share
B&B is considered as the largest player in size and global reach. When Quick was implanted in Tunis, B&B didn’t lose its market share.
- Excellent location
B&B is generally implanted in popular shops and traveled roads.
- Efficient systematic process
- Introduction of new production
B&B is considered as the first one that entered to fast food industry. It initiated to other brand to enter this industry. As a result, when thinking about fast food, customers always remember B&B first.
- Children targeting
B&B has successfully used a differentiated market segmentation strategy by targeting the family units and particularly children with their “Kids menu” and price.
- Weaknesses:
- Unhealthy food image
B&B provides large amount of calories but not too much nutrition.
- High employee turnover rate
Although B&B has many good managers as well as skillful employees, the turnover rate is still high. Every year many of their employees are fired out of the restaurants. Moreover, many others quit their jobs, especially part time employees because of low salary as well as too high working pressure.
- Not much variation in seasonal products that are offered.
- Lack of rational innovative products.
- Opportunities:
- Growth of the fast food industry
Fast food industry now is developing significantly. The change of lifestyle leads to the change in people eating habit. In the past, if just workers, drivers or someone who had to work busily and didn’t have enough time for a home meal choose fast food; nowadays, almost people eat fast food and a major of them like fast food very much. It is a huge chance for fast food brand to increase their revenues, especially B&B in Tunisia.
- Low cost menu is preferred by large number of customers
With low cost menu, B&B can attract customers who just have low income. This segment makes up a remarkable part, especially in the recent time, when global economic is struggling. It is not difficult for B&B to apply low cost menu on all restaurants.
- Appearance of discounts
Discounts given on every food item may help them gain more customers. Moreover, a new trend is rising among customers that they like discounts, even when they don’t need it or don’t use these discounts after.
- Growing health trend among the customers
Although people concern about how B&B influence badly on their health, it is also a chance for B&B. This company can develop new products, specifically fresh burger or healthy dessert.
- Threats:
- Intensity competitors
Along with the development of fast food industry, there are many new fast food brand that entered to the market. There are some fast food restaurants which are gradually stronger, for example Quick, Burger King. They try to attract more customers from B&B.