1. DESIGN BRAND STRATEGY
(MARK O’BRIEN)
NEW BRAND
DEVELOPMENT
Marvin COURLY
Shrinkhala AREN
Indre VAICEKAUSKAITE

2. JUNK FOOD
Junk food- term describing food that is perceived to
be unhealthy and/or having poor nutritional value.
 contains saturated fat, salt, or
sugar and numerous food
additives such as monosodium
glutamate and tartrazine.
 it is lacking in proteins,
vitamins and fibre, among
others.

3. JUNK FOOD
It is popular with suppliers because:
 it is cheap to manufacture,
 has a long shelf life,
 may not require refrigeration.
It is popular with consumers because:
 it is easy to purchase,
 requires little or no preparation,
 is convenient to consume and has lots of flavour.

4. PERCEPTIONS OF JUNK FOOD
Some food are not considered as junk food although
they have little nutrition value:
 ethnic or traditional
 white rice, roast potatoes and processed white bread
 breakfast cereals

5. WHY JUNK FOOD IS SO
APPEALING?
 The Time Factor: quick or instant.
 The Taste Factor: considered as really tasty.
 Junk Food Advertising.

6. HARMFUL EFFECTS OF JUNK FOOD
 Lack of energy
 Poor concentration
 Heart Diseases
 High Cholesterol

7. COMPETITION
Since we are looking at the fast food industry, we
have competition at 2 levels-
 International- the global fast food market
 Local- all the shops/restaurants which exist
locally

8. Mc Donald‟s
Vision:
 “To leverage the unique talents, strengths
and assets of our diversity in order to be
the World's best quick service restaurant
experience“.
Core value:
 the best quality food and drinks.
 the best quality raw ingredients, sourced
only from approved suppliers
 food is prepared to a consistently high
standard.
 customer satisfaction through good
services provided by motivated stuff.

9. Kentucky Fried Chicken
Vision:
 “To bring people of all ages, races and
backgrounds together to enjoy „Soul Food‟ –
„proper food at reasonable prices‟ – within
bright and fun interiors. “
Core values:
 quality chicken in a fast, efficient way
 meat comes about ethically and thorough
humane treatment.
 honest employees and ethical treatment of
everyone- customer, manager, and
employee alike.
 make customers smile and create long-term
customers.

10. Pizza Hut
Vision:
 To be the best casual dining
restaurant, where consumers can
enjoy a wide array of food in a cosy
and relaxed ambience."
Core values:
 high-quality product and customer
satisfaction
 treat people with respect
 take time to coach
 always be accountable
 have fun

11. Quick
Vision
 to be the European fast service
hamburger chain renowned for
its passion for the excellent
taste of its products.
Values:
 excellence,
 evolution,
 exemplarity,
 enthusiasm.

12. Subway
Vision:
 to achieve maximum company growth by
empowering and developing our employees
to become effective managers and
distinguished leaders.
Core values:
 customer satisfaction through offering
high quality food with exceptional service
and good value
 serve each other, our customers and our
communities
 continuous improvement in all that we do
 we know our success depends upon the
initiative we take individually and our
ability to work as a team.

13. Mapping- Price & Health
Health
Price

14. PORTER‟S 5 FORCES
New Entrants
Extremely competitive market
virtually anybody can enter
Low barriers to entry
Supplier Power Buyer Power
Bargaining power of suppliers is low Saturated market
due to their being so much
competition for restaurant sales. Customers are demanding higher
quality at lower prices.
Low Threat of Supplier Power Overall high threat for Buyer Power
Substitutes
Health trends are moving away
from fried products. Consumers
will seek out alternatives.
Casual Dining, Fine Dining
Overall high threat for substitutes

15. FOOD PYRAMID

16. HEALTHY DIET
A healthy diet comprises of-
 Bread/Pasta/Grains/Other Starches – big serving
 Fresh Vegetables & Fruits- medium serving
 Dairy Products- small serving
 Meat- small serving
 Fat/Oil/Sweets- very small serving

18. GO SALADS- IT‟S SNACK-TIME!
 BRAND VISION- To replace the perception of
junk food by healthy food and to be the best fast-
food chain in world.
 BRAND MISSION- tasty, quality, fast-food which
is healthy and fresh.
 BRAND VALUES- health, freshness, quality, fat-
free, hygiene.

19. CORE VALUES
 Customer-driven- train employees to smile, serve
good food, be calm in difficult situations.
 Quality-conscious about the vegetables/food.
 Healthy Workplace for employees.
 Support local farmers.
 Encourage a strong affiliation between all parts
of the organization- employees, customers,
farmers etc.

21. Name & Tagline
 Go: Speed of preparation & consumption
 Salads : Main product, Health, Nutrition
 „it‟s snack-time!‟: Salad as snack, anytime

22. LOGO- THE IMAGE
 Female Silhouette: Care, Openness, Welcoming,
Mother, Reborn
 Lettuce Form: Food, Nutrition, Health, Quality,
Fresh.
 „Green‟ colour: Hope, Clean, Hygienic,
Environmental-friendly, Ecological.

24. POSITIONING
 „Healthy‟(nutritional) versus „not so bad for your
health‟.
 Perception of Salad as a „Snack‟.
 Socially & Environmentally-friendly Organization.
 A satisfying appetizer.

25. Mapping- Price & Health
Health
Price

26. TARGET CUSTOMER
 Short-term:
 Health conscious
 Middle age group (25-35 years)
 High & middle income group
 Mostly women
 Professionals
 Long-term:
 People addicted to junk food
 Children/Youth
 House wives

28. PERSONALITY
 Go Salads as a PERSON- Émilie
Female, 27 years old, middle income group,
vegetarian, media professional. Lives in a
flat within the city (urban life-style), takes
stray cats in her house, goes to the gym 3
days a week, aware about the world.
 Go Salads as a FRUIT- Apple
Juicy, tasty, green, crisp, tempting,
fresh, nutritive and healthy.

30. EXTENDED IDENTITY
 Eco friendly, all the packaging is recyclable.
 “Free fruit” concept for a salad purchased, to go
along with our image.
 Tie-ups with farmers and good reasonable prices
for their vegetables.
 Loyalty programmes for regular customers.
 Start free diet-consulting subsequently.

32. 4 P‟s
 Product- Salads (3,5,7,9…), free bread, free
dressing, canned fruit juices.
 Price- minimum 2€ - 7€. Juices are 1.25€.
 Place- Paris- Gare de Lyon (Central Station)
 Promotion- make healthy food look appealing

35. CONTAINERS

36. TAKE-AWAY BAGS

37. RESTAURANT LAYOUT

39. OUR STAKEHOLDERS

40. Thank you