Comparison of Nandos and KRR

Compari male child of Nandos and KRRKRR is a rotisserie red jungle fowl e ingestry that was founded in 1991 by country music singer Kenny Rogers and former Kentucky CEO potty Y. Brown, Jr. More consumers be concerned about the healthy lifestyle and provenders thus Kenny Rogers utilise this opportunity to start up the startle restaurant that plank religious serviced healthy until now delicious solid nutrients in Coral Spring, Florida, August of 1991.As the first mover in the market, KRR had extended and franchised over 350 restaurants around the world, much(prenominal) as Middle Eastern countries, Canada, Asian countries such as China, Philippines and Malaysia. Initi bothy, the placard offered mainly on wood-fired rotisserie white-livered but later on had introduced to a great extent medley such as turkey, seafood, ribs, home-made muffins, jacket potatoes and vegetable salads.Due to frugal downturn in 1999, KRR went into bankruptcy. Nathans Famous Inc. had bought i t and initiated downsizing of their locations offered. With the words of consumers see, we localize consumers dont see, we globalize, KRR instantaneously operates entirely outside of the USA and operates primarily in Asia.The franchise carrier for KRR in Malaysia is Berjaya Roasters (M) Sdn. Bhd. In 1994, Berjaya Group Berhad had wholly owned subsidiary and incorporated. In 2008, Nathans Famous divested itself and selling it to Asian franchiser, Berjaya Group Malaysia. At the sequence, sole(prenominal) peerless outlet was still operating in United States.The franchise holder of KRR in Malaysia, Berjaya Roasters (M) Sdn. Bhd. operates 60 restaurants in westside and East Malaysia. Besides that, the executive civilizeor of the company decides to expand six to eight new outlets in year 2010.The ken of restaurants is Roasters posts for real food and high flavor supporter that bridges the gap between quick service restaurants and casual dining.NandosNandos is a Portuguse-style chicken restaurant that founded in 1987 and originating from South Africa that specialized in flame-grilled chicken and angry sauces. Nandos went global and operating in much than 30 countries such as Australia, Canada, Indonesia, Pakistan, Israel and Malaysia.Nandos originally named as Nandie in 1975 after the name of the son of Fernado Duarte, a Portuguese living in South Africa. He bought a restaurant in Rosettenville, Southern Johannesburg and collaborated with his friend naming it Chickenland in 1987. That was when the first Nandos restaurant appe ard.Consumers love Nandos flame-grilled peri-peri chicken and the unique sauces as it is precise delicious. Nandos offered variety of flavor such as gamboge and herb, mango and lime to run across the different demand and wants of consumers. Peri-peri choices be mild, hot and extra hot peri-peri marinades.Nandos ensures the choose is always available by tailoring their selection of location to become the consumers. Currently, on that point argon 32 outlets in Malaysia located in Selangor, Melaka, Johor Bahru, Pulau Pinang and Kuala Lumpur.Their vision is Our vision is to be the premier provider of chicken to our consumers with superior harvest-tide outstanding services, duration their mission is To be the best chain in the world by offering a world class chicken examine at affordable prices with consistent quality, value and commitment to its customer derriere.Segmentation and Target MarketThe themes for both companies which atomic number 18 Peri-peri and slight fat. less(prenominal) salt. Less Calories cod determined their way of segmenting their market. Both have utilise a few segments to target. Both identified their consumers needs and serve them with distinguish food selection. Food is also defined as physiological needs according to Mas slump Hierarchy of Needs.NandosBenefit. Nandos is targeting consumers who crave for tasty food. The varieties for consumers who crave for ribaldry are extra hot peri-peri, hot peri-peri and mild peri-peri. Meanwhile, the non-spicy consumers are left over(p) with lemon and herbs flavour. Besides that, the flame grilled chickens are offered for healthy concern consumers.Geographic. Nandos outlets are located in over 20 countries worldwide including Australia, Malaysia and Canada.KRRBenefit. It instructiones on targeting consumers who are more health concern, where some consumers insist on having balanced meal while parents are concerned about their childrens nutrition. KRR used this opportunity to serve a balanced meal of roasted chicken with low calories, low fats and less oil and other sidelines such as vegetable salad, harvest-tide salad, mashed potatoes and rice. KRRs philosophy is weaved on preparing wholesome, hearty and well-balanced meal which mirrors todays discerning consumers changing attitude towards healthy eating lifestyle. KRR also has daily food subscribe to pyramid which enhances their products reliability ( Appendix I).Demographic. KRR meal is tailored to consumers of all ages. Senior citizens terminate enjoy the roasted chicken without the fear of high calories and high cholesterols. Consumers of all income levels idler enjoy a well-balanced meal by pay only RM14.90 for a quarter roasted chicken meal with trinity sidelines (Appendix II)Geographic. There are numerous of KRR located in 6 countries Australia, Brunei Darussalam, Malaysia, Philippines and Singapore. It is very obvious that they are more focused in Asian countries where there are already over 64 stores alone covering West and East Malaysia. In the metropolitan celestial orbit of Klang Valley, there are 32 stores because the density of population is higher.In-Store AtmosphereSurvey MethodologyIn-store atmosphere nibs were conducted at one of the outlets in Central Malaysia for each company by twain of our members (Appendix III). This method serves us the primary survey that allows us to have the direct in-store expe rience. During the observation the elements of perception are put into the test such as sensation. In addition, we also had a simple evaluation of the in-store atmosphere (Appendix IV). Schiffman et. al. mentioned that consumers oftentimes judge the quality of products base on intrinsic and extrinsic informational cues of the product. Thus, the observation details below are a mixture of both, explained in chorological hallow of our observation journey.Nandos Nandos Chickenland (M) Sdn. Bhd. (Mid Valley)Entry. At the moment we have arrived to the outlet, there was already a hold back standing by the posting stand. Immediately, she gave a tight-lipped smile and ushered us to our tables after confirmation of number of person dining. There aroma from the unkindly kitchen was non ventilated to the dining area.Table. When we were seated on the dining area, the menu is immediately given by the waitress. After that, we were left unattended for about quin minutes as we were selecting our choices of meal. A simple hand communicate to signal the waitress to take society was acknowledged and the taking order process began. There were not any recommendations of highlights. The drinks are served within five minutes while the meal is about ten minutes upon ordering.Environment. Although there was not any music during our survey yet our previous experience is vice versa. The lightings were warm and comfy. The hard seats are made of wood. The general decorations were well blended with their Peri-peri concept. The air is moderately ventilated with decent temperature.Exit. The time taken for bill payment services is less fulfill. A apparently gratitude was given by the waiter. However, the waitress standing by the menu stand did not.KRR Berjaya Roasters (M) Sdn. Bhd. (Mid Valley)Entry. Despite time lag in-line for 10 minutes at the menu stand, a waitress keeps taking order to reduce the line congestion while another ushered the consumers to their available seats. Th ere is a muffin display area located beside the menu stand that gave attraction to us while waiting. We did not order at the stand as there is a two-seated table available.Table. The menu is given as soon as we are seated. We were left a few minutes to decide our order until we signal the waitress to take order. Similarly, there were no recommendations of highlights. However, the menu is rather glossy as it is covered in leather and the overall menu presentation is informative, providing food guide pyramid and nutrition information (Appendix V).Environment. The lightings are too expert and created a warmer environment (Appendix V). The surrounding walls are displaying the photos and album of Kenny Rogers.Exit. The bill payment service is less satisfied as it takes longer time. The inlet and proceed point are overcrowded with consumers queuing-up. We found it difficult to make an exit from the outlet.Store Image/PositioningBoth the restaurants positioned their store image other than in footing of product selection, interior and exterior design, fixtures and fittings, lighting and pricing. ware selection can be further refine for food industriousness to theme selection. Nandos is using Peri-peri as their theme which is a term describing the African birds-eye chili. Thus, the degree of taste and spiciness of the food are punctuated. The degree includes mild, hot or extra-hot peri-peri for those craving for spiciness whereas lemon and herb are for others. In contrast, KRR used the theme of Less fatLess saltLess calories to attract healthy conscious consumers to consume roasted chicken in a more healthy way.Nandos chose its origin country as the base of its interior and exterior design. It created an African feel throughout the outlet with wooden based furniture and African-like ornaments. Moreover, the music broadcasted is also emitting African environment. Part of their same is to wear a scarf which resembles the African scarf. On the other hand, KRR use d the theme of its entrepreneur, Kenny Rogers. The interior mostly consists of pictures and records of him. Furthermore, the celebratedly homemade muffins are displayed at the entrance of the outlet to further attract consumers. The displaying at the entrance is incision of the fixtures and fittings placement strategy as the visibility and aroma of tempting foods generated greater consumption (Schiffman, Bednall, OCass, Paladino, Ward, Kanuk, 2008).Through our observations and direct experience, we found that KRR offers more comfortable and family-oriented environment whereas Nandos provide more variety for 3-4 persons with Makan-makan together, riang riang forever. The seatings are the main comparing of comfortable environment Nandos wooden seats and KRRs cushion seats. In terms of family-oriented environment, KRR provides more seating for group consumers (more than 4) in contrast with Nandos seating availability of 2-4 seaters assuming it is static. Although both provide grou p meals but their target perspectives are slightly different where KRR confined to family while Nandos targeting 3-4 persons.Despite the comparative scorn prices of Nandos with higher prices of KRR yet both have distinctive pricing strategy. propose the quarter chicken with sidelines as example Nandos chicken with 2 sidelines is at RM14.95 but KRRs RM15.90 chicken meal comes with 3 sidelines and a muffin (Appendix II). match to Schiffman et. al., if the absence of direct experience or other information, consumers will apparent take price as an indicator of quality. However, the store images and brand names are likely to be known to consumers assuming that they have compensable their first visit or heard it from their peers. Thus, pricing factor to see quality of the products is lowered.SWOT Analysis and merchandise 4 PsBy examining their SWOT (Appendix VI) and 4 Ps, the list of advantages and disadvantages are able to be generated.Marketing 4 PsProductBoth Nandos and KRR a re fast food industries. Both of the main courses are served with chicken and some sidelines. Nandos chicken is vehemence on the taste and spices so that consumers can choose the degree of spiciness they want, ranging from lemon and herbs, mild peri-peri, hot peri-peri and extra hot peri-peri. While KRR emphasize on healthy concern low on calories, cholesterols, oils and fats. KRR also offers consumers with their famous home cooked muffins. Both restaurants soft drinks are refillable.PromotionThe website of Nandos is more attractive than KRRs. Customer can secure Nandos peri peri sauces online in Australia, United Kingdom and USA. Those who ate at KRR and spent a total of rm60 above are authorize to get one roasters reward card, which have a chance of winning up from RM2-RM1000. Nandos is a partner of United against Malaria, which raise fund for the malaria victims by create and selling specially-commissioned beaded African watchstraps. The sale of each bracelet will be used to help United against Malarias programmes to eradicate malaria in Africa. This is the social responsibility of Nandos.PlaceNandos operates more than 26 countries and in five continents Australia, Bahrain, Bangladesh, Botswana, Canada, Cyprus, Fiji, India, Ireland, Kuwait, Lebanon, Lesotho, Malawi, Malaysia, Mauritius, Namibia, New Zealand, Nigeria, Oman, Pakistan, Qatar, South Africa, Swaziland, Turkey, UAE, United Kingdom, USA, Zimbabwe, Portugal, Saudi Arabia and others more. Nandos is more towards globalization. While KRR only operates in China, Malaysia, Singapore, Indonesia, Brunei, Philippines and Australia, which is almost 4 time lesser than Nandos market.PriceThe overall prices of Nandos are lower than KRRs. However, KRR is providing a noticeable additional proportion than Nandos (Refer to Appendix). matched advantages disadvantagesOne of the emulous advantages of Nandos is the homepage of Nandos. It is more interesting and attracting than KRR. Nandos provides a few recipes at the homepage for customer to click and learn, and online purchases for peri-peri sauces while KRR does not provide any recipes and online purchase either. In term of market development, Nandos outlets operate in more than 27 countries worldwide.The disadvantage of Nandos is not well-known in Malaysia, because there is no advertizing in television, therefore less consumers know about Nandos. Nandos needs to example with different government policies in different countries thus need to go through a lot of agreement and documentation. Adapting to another country cultures and value consumes a lot of time and resources.KRR provides food which low in calories, cholesterol, oils and fats have competitive advantages in capturing healthy conscious consumers, where more and more consumers are more health conscious in the future. This is an opportunities for KRR. The brand name of KRR is more well-known to consumers in Malaysia because of advertisements in the television.In our opinion, t he disadvantage of KRR is less child local consumers, where they prefer strong taste and spicy food.ConclusionWithout seemly in-store atmosphere that can compliance with their themes, food alone will not make heighten the brand image. Understanding the consumers needs and wants provide emend information for an modify marketing strategy thus better competitive advantages. The changing trends of needs and wants need to be evaluated from time-to-time so that companies can displace themselves in the eyes of consumers.RecommendationsThe actual quality of service can metamorphose from day to day (Schiffman et. al., 2008) thus standardization of services is important to improved quality. A daily briefing prior to opening hours can be done to improve the standardization and morale of service employees. As such, mentioning the motto of Customers are always right can be a redeeming(prenominal) way to remind the employees about the quality service should be delivered everyday. A good n on-verbal language should also be conveyed such as a warm and shiny smile to greet the consumers.Schiffman et. al. also mentioned that services are normally perishable thus it is good to distribute the service more equally over time. Assume that consumers will usually have their dinner from 7-8p.m., the seatings will mostly be full. Thus, offering a less valuable early bird dinner at 6p.m. can shift the customers from crownwork hours. Often during peak hours, the quality of services will decline delinquent to stingy service employees.KRR excelled at providing positive effect while customers waiting in-line. Whereas, Nandos only provides a menu stand that can be considered insufficient to give positive effect. Therefore, by replicating KRR strategy at the entrance can further enhance the effect such as displaying the peri-peri sauces and give consumers a try on the level of spiciness.Evaluating the delivery services done by Nandos is a must since there are several dissatisfied c onsumers with the service provided. If the evaluation seems to show that the profit margin generated is less than expected yet it is hurting the image of store by not delivering on time, consequently it is better off to focus on the restaurant rather than providing this services.Since food industry is a mixture of products and services thus food quality and image must be improved in differentiating the service from competitors. A constant feedback form from consumers can tell the restaurant whether they are satisfied or unsatisfied about the food and services. From the feedback generated, the management can focus on specific improvements.