analysis

Essay text:

McDonalds & Jack in the box however, Quiznos, taco bell schlotsk's subway & wendy's increase ? made more healthy food items ? Industry ? going to healthy crazy with Mcdonald's Premium salads / Burger king's low fat grilled chicken sandwiches. 150 ? Increased growth among dinner houses (applebee's Red Lobster, Outback steakhouse, ? increased in-direct competition of chicken chains & grilled buffet chains (150) ? KFC dominated chicken segment Sales 3.8 b in 2002 & estimated sales of 5 billion on 2003 (150) look at exhibit 3 ? Competitors Chick-fil-A / Popeyes / Church's ? Boston Market ? major threat (upscale deli offering healthy, "homestyle chicken ?Roasted) (150) ? Segment Sales fell in 2003 from 64% in 1993 to 51% in 2003 (ChickfillA & boston market combined market share by 11% 150) ? Distinguish from more traditional fast food refuse building drive thrus & established most units outside of shopping malls rather than major city intersections (151) ? Despite market share gains by Boston & Chikcfilla KFC customer base remained loyal due to KFC's unique taste (153) ? Maturation of US fast food industry increased intensity of competition within chicken segment (153) Resulted in competitors focusing on new product introduction & intense marketing campaigns ? Chains attempted to differentiate themselves based on unique product KFC used animated images of Colonel drive home its home-style image 153 ? New product introduction popcorn chicken, honey bbq & spicy bbq wings ? heritage design Cajun style murals balcony over drive-thru (153) ? Demographic & societal trends influenced demand for food eaten outside of the home (rising incomes, higher divorce rates, people married later in life...