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The threat came from many directions; new players entering directly into the fast-casual market, as well as other large players already in the restaurant business looking to grab market share (i.e. fast-food restaurants offering healthier & fresher choices).
Zoes Kitchen was operating on a focused differentiation strategy; aiming at securing competitive advantage by appealing to the specific needs and desires of a well-defined market of consumers. A marketing survey completed for Zoes Kitchen showed that their loyal customer base placed the highest value on quality and service, not on price. This survey confirmed that a ‘low-cost’ strategy was not necessarily a good choice for the company...
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