International Marketing Plan for Zaxbys
Zaxby’s in Canada: Company Report Executive Summary
Introduction
Zaxby’s was founded in 1990 as a franchised chain of fast casual restaurants primarily in the Southeastern United States.
Guest loyalty, developing employees, expansion, and increased sales are the corporate vision that Zaxby’s has used to grow and develop its brand.
Product/Service
Zaxby’s is in business to provide a lunch and dinner fast food restaurant with high quality food products, as well as unsurpassed customer service, all at an affordable yet competitive price.
Target Market
Zaxby’s targets chicken lovers from the age group of 22-45 with minimum average household income of $42,000. Canada has about 68.5 percent of its people in the age group of 15-65 with about 40 percent in age group of 22-45. With a large middle age group it allows you to build customer loyalty.
Competitive Position
The restaurant chain offers a much wider variety of items on its menu, when compared to competitors such as Kentucky Fried Chicken and Chic-fil-A. Zaxby’s is most famous for its chicken products. The chicken used is actually hand-breaded and made fresh. Most of our competitors in the United States such as McDonald’s use processed and mechanically separated chicken for their sandwiches and tenders.
Goals and Objectives
• Gain a loyal clientele and gain a large portion of the Canadian fast good market.
• Of course make a profit.
• Open up a new door in the global marketplace for Zaxby’s expansion. Chapter 1 – Company Selection
1) Background of the Company
A. Zaxby’s History
It all started in 1990 in the small town of Statesboro, Georgia near Georgia Southern University. Childhood friends Zach McLeroy and Tony Townley came up with the idea of Zaxby’s. The restaurant is only open for lunch and dinner and the menu is built around chicken wings and chicken tenders with sandwiches and salads, or “Zalads”, made with the same fried or grilled tenders. They offer a wide assortment of wing
Introduction
Zaxby’s was founded in 1990 as a franchised chain of fast casual restaurants primarily in the Southeastern United States.
Guest loyalty, developing employees, expansion, and increased sales are the corporate vision that Zaxby’s has used to grow and develop its brand.
Product/Service
Zaxby’s is in business to provide a lunch and dinner fast food restaurant with high quality food products, as well as unsurpassed customer service, all at an affordable yet competitive price.
Target Market
Zaxby’s targets chicken lovers from the age group of 22-45 with minimum average household income of $42,000. Canada has about 68.5 percent of its people in the age group of 15-65 with about 40 percent in age group of 22-45. With a large middle age group it allows you to build customer loyalty.
Competitive Position
The restaurant chain offers a much wider variety of items on its menu, when compared to competitors such as Kentucky Fried Chicken and Chic-fil-A. Zaxby’s is most famous for its chicken products. The chicken used is actually hand-breaded and made fresh. Most of our competitors in the United States such as McDonald’s use processed and mechanically separated chicken for their sandwiches and tenders.
Goals and Objectives
• Gain a loyal clientele and gain a large portion of the Canadian fast good market.
• Of course make a profit.
• Open up a new door in the global marketplace for Zaxby’s expansion. Chapter 1 – Company Selection
1) Background of the Company
A. Zaxby’s History
It all started in 1990 in the small town of Statesboro, Georgia near Georgia Southern University. Childhood friends Zach McLeroy and Tony Townley came up with the idea of Zaxby’s. The restaurant is only open for lunch and dinner and the menu is built around chicken wings and chicken tenders with sandwiches and salads, or “Zalads”, made with the same fried or grilled tenders. They offer a wide assortment of wing
References: Adamovic, Mladen. (2012). Cost of Living in Canada. Retrieved from http://www.numbeo.com/cost-of-living/country_result.jsp?country=Canada Canadian Attitudes Toward Americans: A New Survey of Canadians in Advance of President Bush’s Visit Evans, M. and Maloney, M. (2012). Zaxby’s Menu. Retrieved from http://www.allmenus.com/ga/snellville-grayson/153671-zaxbys/menu/ http://www.adbrands.net/ca/index.html Statistics Canada. (2011). Census Profile: 2011 Census. Retrieved from http://www12.statcan.ca/census-recensement/2011/dp-pd/prof/index.cfm?Lang=E www.bankofcanada.com