Burger’s Priest’s Target Market
The Burger’s priest restaurant’s target market is every segment of the demography. The demographic segments include income, race, generation, age, nationality, gender, family life cycles, etc. The segmentation for the Burger’s priest restaurants is based on the demographic variables, this is the main reason it is so important to monitor the demographic forces. Most of the segments The Burger’s priest restaurant’s targets are broken divided into lifestyle & age stage; this is perhaps because these segments are easy to identify & the needs & wants of the customers vary closely with the demographic variables (Johnston & Clark, 2012).
The primary target market for Burger’s priest restaurants are teenagers, adults & seniors, however the most profoundly targeted segment is Children. Few of the sub groups in which Burger’s priest restaurant market to are, children, teems, parents of small kids & business people
- Age: 10-50 Years
- Social Class: Middle, upper & upper middle class
- Income: $4,000/- and above
- Gender: Male and Female.
Burger’s Priest practices the demographic segmentation strategy with one of the parameter as age. The major segments that are targeted by Burger’s Priest are young urban families, children & youth. Children are taken into consideration as they are more fascinated towards the tasty meals. The urban families choose Burger’s Priest on numerous occasions such as treating their kids & birthday parties. Also, youth in today’s world prefer such places for their entertainment (Carmen & Langeard, 2012).
The strategy that is being followed by Burger’s Priest is making it a fun place where the customers can enjoy both eating & playing. These strategies assist them to fascinate the young urban families that desire to spend some quality time, whereas their kids can enjoy each moment of Burger’s Priest. In order to target the young youth & teenagers, the restaurant has priced several of its menu items aggressively, keeping in mind the price sensitivity of its target customer. Moreover they provide facilities like free Wi-Fi to attract students to their restaurant (Murray & Schlacter, 2010).
Burger’s Priest’s has also introduced variety of products to accommodate to segments as per their different values. For example, they offer regular hamburger for the customers who are vegetarian and beef burgers for non-vegetarians and foe the customers who are “health conscious” they offer burgers with green vegies which are also low calories (Levitt, 2011).
Burger’s Priest also uses a mixture of psychographic & demographic segmentation to divide its target market & cater specially to the working & the middle class. The reason they choose this segment is because these are the individuals who are more inclined to enter a restaurant that offers fast food, meanwhile they lead a fast moving life & hence need a fast meal (Zeithaml & Bitner, 2009).
The Burger’s Priest Restaurant’s Customer Service Mission Policy
Marketing in a service industry is becoming quite a difficult challenge. The models of service marketing demand a passionate understanding of the perceptions & expectations of its customers and then connecting them with delivery and design of the product & also the operational planning. This is the area where the Burger’s Priest has excelled because of its ability to effectively integrate the perspective of the customers in their operations & products in a comprehensive way. Their vamped menu in Canada is one of the classic examples of its strategy of integrating the perspective of its customers in their products. And the integration of operational excellence is evident from the Burger’s Priest emphasis on its suppliers, as its customers, also treatment of its customers as co-producers of the services. The ultimate aim of Burgers Pries, as well as of service marketing is to create a Service Brand, and not just to become as Service Leader. The key of accomplishing this Service Marketing aim is the Service Delivery Process (Donnelly, 2010).
The current customer service mission policy for The Burger’s Priest restaurant is to become the world’s best consumer product organization focusing on convenient beverages & foods. They desire to delight their customers with quality choices & greater variety of foods & beverages. The major mission of them is to capture the minds of the customers. They find reasons to celebrate the achievements of others. Their aim is to work on the wishes of their customers & focus completely on their customers. They also aim to provide operational excellence to their customers in all of their restaurants (Alford & Sherrell, 2013).
Their vision of the Burger’s Priest is to become the world’s finest quick service restaurant experience. To become the finest in their terms means, to provide exceptional services, quality, value & cleanliness to its customers, so that each of their customers in the restaurant smiles. (S, 2007)
The end goal of every industry providing services is, to bring a smile on the face of its customers by providing them with delightful experiences.
As per their mission stamen, the Burger’s Priest wants to become the best employer for its employees in all the communities around the world. They also want to deliver operational excellence to their customers in all their outlets. And also want to attain long term growth on its profits by extending the brand & leveraging the strengths of the Burger’s Priest system by technology & innovation (Donnelly, 2010).
Analysis of the Status of the Store Customer Service Plan/Procedure
The key factor affecting the success of any product is customer’s perception. The Burger’s Priest being a well-known brand gets with it some expectations from its customers. There are expectations from the restaurant that it would be hygienic, ambient & a little sophisticated brand to boost their self-image. (Blythe, 2014)
The Burger’s Priest restaurant has been continuously able to build an excellent experience for the customers visiting them by understanding the nature of the complete process of service delivery & several stages in the process which are visible to its customers. Transparency in the operational process at Burger’s Priest restaurants has assisted them to get the back office in its outlets at the front, so that the people visiting the restaurants are able to know how they operate and can provide the feedback on their service design, so that they can improve themselves. (Fitzsimmons & Fitzsimmons, 2011)
The Burger’s Priest restaurant has evidently adopted a service concept, held by the customers, as well as the restaurants providing fast foods and targeting to deliver great quality fresh food in the shortest time span. The restaurant also targets to offer its consumers with standardised services, having no or very little difference in the services & food provided in all its restaurant chains. (Kotler, Armstrong & Wong, 2016)
The service process involves customers & employees. There is a crucial relationship between employee’s behaviour, their capabilities, motivation & commitments & consumer opinion of service quality & hereafter satisfaction. This is the reason that, human capitals play an important role in developing an organization & increasing its revenues, this process is also termed as service quality chain. The core of this idea is that employees’ satisfaction results to customer satisfaction which automatically results to high profits & revenues. (Zeithaml, Parasuraman & Berry, 2013)
The Burger’s Priest understands the significance of both its customers & employees. They recognize the fact that an employee who is happy can serve its customers well, resulting in a blissful customers. The Burger’s Priest constantly does internal marketing, as they know that if they have an effective internal marketing; it will automatically result in success of its external marketing (customers). The internal marketing strategies for the Burger’s Priest comprises of hiring staff, training them & motivating its staff members. By following this way they can easily serve all its customers and make their faces smiling. They have placed the level of importance in the following order: (a) Customers (b) Front desk staff (c) Managers of middle level (d) Front line managers. (Washington Post, 2013)
Dedication & loyalty are the basis of every prosperous business. The Burger’s Priest trusts that people are their most crucial asset & values its motivated & skilled employee base. They craft the right job for their employees & intend to safeguard the right position for the employee & the organisation (Alford & Sherrell, 2013).
The Burger’s Priest provides a positive working environment for its employees, i.e. they are provided with all the amenities and the basic requirements that an employee should be provided to have a safe & healthy workplace. Also, there is 360 degree feedback system which helps the employees to groom and improve themselves. Employees are motivated with monitory & non monitory incentives. (Looy, Dierdonck & Gemmel, 2013)
The Burger’s Priest maintains a customer database which has all the information about their customers. Whenever a customer visits the restaurant, the front desk executive (i.e. the person taking the order) takes all the necessary customer information (i.e. mobile number, address, email address, date of birth, gender, age, order details, etc.) and whenever the customer visits again from the customer mobile number they extract all the details of the customers. In this database they record all the feedback & complaints of the customers as well. Also from this database that they maintain, on timely manner they send gift vouchers and special discount offers to their regular customers to make them feel privileged (Levitt, 2011).
The complaints are usually taken by the restaurant manager or the feedback forms available at the billing counter. Most of these complaints are resolved on real time basis (i.e. spontaneously) and if a customer files a complaint in the feedback form, necessary actions are taken within 24-48 hours and the customer care executives call the customer with the resolution to their issue (Rathmell, 1966).
References
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Blythe, J., 2014. Essentials of Marketing.1st ed. London: Financial TimesProfessional Limited
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Washington Post. 2013. Fast food workers are staying longer on the job– and wanting more. [online]Available at: https://www.washingtonpost.com/blogs/on-leadership/wp/2013/08/29/fast-food-workers-are-staying-longer-on-the-job-and-wanting-more/ [Accessed: 2 Mar 2014].
Zeithaml V.A., Parasuraman A. and Berry L.L. (2013). “Problems and Strategies in Services
Zeithaml, V. A., Parasuraman, A. and Berry, L. L. 2013. Delivering quality service. New York: FreePress.
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