Chicken King continues to enjoy rising consumption
and popularity as the meat of choice in Asia. It is a cost–effective
and healthy staple dietary item in the region. It is also a
highly competitive sector filled with traditional fast-food
franchises like Kentucky Fried Chicken, Popeye’s, Church’s,
Texas Fried Chicken. The Hamburger and Pizza chains also responded
to the increasing demand by introducing chicken based products
to their core menu. |
Market research reveals that chicken based quick-services-restaurants
(QSR) franchises will continue to dominate the growth sector
in the food and beverage industry. |
Chicken King has a 5 Step Strategy to gain market share in this fast-growing sector: |
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1.
More Variety. More Value. Better Taste. ™ |
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Each and every stakeholder in Chicken King, beginning from
the franchisor and master franchisee right down to the delivery-people
make a commitment that they will strive to ensure that customers
agree that Chicken King has delivered on its promise of….. More Variety. More Value. Better Taste. ™
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2.
A Comprehensive Site-Selection Criteria |
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All franchisees are given tools and techniques to evaluate
the suitability of a proposed site. The site selection criteria
should be adhered to in order to serve Chicken King’s
pre-defined target market.
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3.
Healthier Alternatives |
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We are focused on attracting customers who prefer healthier
options. We offer an increasingly popular range of set meals
that cater to the health conscious. Our Chicken King Roasted
Chicken coupled with home-styled side dishes and king-size
fresh fruit juices will impress any calorie counter!
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4.
Saturation Point? |
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Some believe that a number of international fast-food franchises
have reached saturation point. Interestingly, research also
reveals that the average consumer will frequent one fast-food
restaurant 8 times a year. This trend may give room to new
quick-service-restaurants like Chicken King to gain market
share. Chicken King will firmly position itself as an exciting
and interesting alternative to traditional fast-food franchises
(As one of our customers put it “We can’t eat
KFC every month, can we?”). Our goal is to make Chicken
King the “Preferred Alternative” to traditional
fast-food/QSR concepts.
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5.
Chicken King’s 3 Pillars of Marketing |
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Our marketing philosophy is based on two facts. Firstly,
we are a new and fresh brand (which means we have less resources
and brand loyalty). Secondly, we need to win customers over
from our big competitors (which means we have to always
try harder).
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| The Three Pillars of Marketing are:- |
I Community Outreach
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All franchisees are required to carry out projects which
will help reach out to the community they live in. The franchisor
will disseminate monthly community outreach programs. The
objective is to encourage the neighborhood to use the restaurant
as a meeting point.
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II CK Pre-schoolers Club ™
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This club is for children from 3-7 years old. The franchisee
will carry out a series of activities targeted at this group.
The franchisor will produce its own unique toys and learning
materials under Chicken King license or under co-branding
from suppliers.
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III CK Kids Club™
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This club is for children from 8-12 years old. The franchisee
will carry out a series of activities targeted at this group.
The franchisor will produce its own unique toys and learning
materials under Chicken King license or under co-branding
from suppliers.
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