KENNY ROGERS ROASTERS SIMPLE MARKETING RECOVERY PLAN
Fast food phenomenon is on the rise it is exploding in the market place and all parts of the world you can see that people are coming to their stores, nowadays people want a good food that is easy on their budget that is served fast with good service with a good location and convenience that is ideal for eating while taking time out of their work and busy schedules. Fast-food chain has become one of their escapes to simply buy and eat. McDonalds paved its way to become one of the best that leads to business opportunities of most fast-food restaurant competition and booming business. Pizza hut, KFC, A&W, Dunkin Donut, Burger King, Shakey’s, Jollibee and many other fast food chains are growing all around the world. Fast food chain industry revolutionize the way how people eat and it dominated the market. In US alone there’s more than 200,000 fast food chain that generates at least 0 Billion US dollars in sales in a year.
One of them is Kenny Rogers Roasters a combination of fast food and fine dining restaurant, during the start it was operated by two distinguished individual in their field. Kenny Rogers is certainly one of the world’s most favorite folk and country singer who popularized various songs including “through the years, you decorated my life, lady” and many others. Together with John Brown Jr. a former Kentucky governor who also happened to be one of the former part-owner of KFC Fried Chicken, they have teamed-up to build the deliciously healthy food that people love. As of 1998 the Kenny Rogers Roasters has been sold to another company to continue its operation.
The Business of Kenny Rogers Roosters focuses on wood -fire chicken rotisserie and freshly cooked meals depending on the preferences in various countries that has become a major hit in some parts of the United States and Asian region including Philippines, Malaysia, Singapore, Indonesia and China. People come to enjoy their chicken especially the one marinated with lemon, ginger, sage and oregano freshly cooked in fire that you can see and smell from the outside that is luscious and tempting, with clean surroundings plus a good services of well trained personnel will surely entice customers to come to their place that is usually located from key cities.
Kenny Rogers Roaster has become one of the best in US since the early 1990’s that they have expanded their food not just in chicken but they also included turkey and side dishes in their meal. Their business has become widely popular that they have established 350 chains from local and foreign operations from various regions and during those times they have received major awards including the American Choice Award Winner for best chicken chain restaurant three years in a row that was during 1996 to 1998. They have also gathered Master Franchisee Awards in Malaysia in the year 2000 to 2003 and more awards in 2011.
But their business has not always a bed of roses in operations, they have also encountered bankruptcy in 1998 and they believed that their stores has been busted out of competition while others thought about the case of Chapter 11that their restructuring did not work and that their stores are only strong in their customers only during dinner and Nathan’s is stronger in most times of services that they have to sell the company to Nathan’s Famous Inc. As a result of acquisition, most of their US franchise has to close down and Nathan’s Famous Inc. has diverted its operations in most Asian Countries that has been accepted and loved in this region especially in the Philippines despite its decline in US. The Kenny Rogers Roasters has also built a good foundation in Canada and in Middle East that makes their operation even more widely accepted and this has become their signature in recovery of operations.
People are welcome to take a franchise from most key cities of various countries who want to take advantage of the popularity and income opportunities that they can offer. Kenny Rogers Roasters simple marketing strategy still delivers a good reputation to the community, they have delivered various fresh food and they have an open secret in cooking their food that they have included some of their ingredients and processes in most of their best loved foods, they even show in their restaurant how the chicken is cooked and people love it. They have also included in their restaurant various promotion and advertising scheme using the media that there are free inclusion offers, bottomless drinks of Pepsi and other treats for the holidays. Personally I love their pasta, salad and macaroni I also like their chicken that is big, juicier, and healthier because of the way it’s cooked. Check out some of their stores and find out for yourself, it’s good!
References: http://www.kennyrogersroasters.com/index.shtml http://nathansfamous.com/PageFetch/getpage.php?pgid=47 http://en.wikipedia.org/wiki/Kenny_Rogers_Roasters
Credit:ivythesis.typepad.com
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