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INTRODUCTION
1.1 Company History
Fat burger was founded by Lovie Yancey in the South LA neighborhood of Exposition Park
in Los Angeles, California in 1947. It was originally named "Mr.Fat burger" (on behalf of
Lovies boyfriend), until the Mr. was removed by Yancey in 1952. At that time, she bought
out her start-up partners and retained sole ownership of the Fat burger brand until 1990,
keeping and operating the original store on Western Avenue and the La Cienega Boulevard
store (La Cienega/San Vicente) for herself.
The original Fat burger location was renowned for attracting an eclectic mix of food lovers from
various backgrounds. Many noting the humorous and down-home conversations between the
cooks, the servers and the locals to be just as an iconic experience as the food itself. The
franchise was a particular local favorite due to the restaurant keeping late-night hours.
Fat burger remained mostly a California chain until the late 1990s, when it began an expansion in
North America. On August 15, 2003, Fog Cutter Capital Group completed a $7 million
investment and financing package for the company. Fat burger operates or franchises over 150
Fatburger restaurants worldwide with over 300 more planned for future development. For several
months in 2006, the company was barred from selling additional franchises in California.
In 2008, Fat burger opened its first restaurant in a sports stadium, the Arizona Diamondbacks'
Chase Field . Fat burger also opened its first location in the Dubai, U.A.E., (today there are
eight). There are also Fat burger eateries in Beijing, PR China.
In January 2013, Fat burger opened its first branch in Karachi, Pakistan. Owing to the success
of the burgers and positive response in Pakistan, Fat burger opened its biggest flagship outlet
globally on June, 2013 in Lahore, Fat Burger also acquired the rights of Buffalos Caffe
(International Chain) and recently signed the another franchise (Texas Chicken) for Pakistan
ISLAMABAD:
4th Floor Centaurus Mall,Islamabad, Pakistan
Ph: +92-51-2701433-34
KARACHI:
International R 2, 2nd Floor, Plot No. HC-3, Block 4 Scheme 5, Dolmen City Clifton, Karachi.
Ph: +92-21-35296055-56
1.3.1 Vision
To be Most Profitable Quick Service Restaurant Business, through a strong Franchise system
and serving the best burgers in the world
1.3.2 Mission
The mission of Fat burger is to provide its customers with high quality food.
The market segment consists of consumers looking for fresh, lean, and customizable burgers.
By focusing on Fat burgers uniqueness it attract more customers into the restaurants.
By consolidating the menu and strategically implementing promotional strategies, we will be
able to enhance and rebrand the corporate image of Fat burger.
1.4 Products
Above picture shows product and price of the products Fat Burger is delivering to its customers
Promotion on UBL Card Holder person (As it give 30 % off if you buy this deal through
UBL card)
Facebook Page
Twitter Page
The Advertise in Cinemas of Pakistan like in Cinestar, Cinepax e.t.c during Break of Movie and
also advertise on Boards in different areas of Pakistan as you can see in images below
Childers
Teenagers
Youngest
Old citizen
Families
Schools
Corporate Companies
FMCG Companies
Staff welfare.
Staff development, personal goals and progress.
At FatBurger, the functions that the Human Resource Department performs are the same as listed
above. Some of the other roles that it plays are:
The Human Resource Department has a prime responsibility of hiring new employees for
the company. For this purpose, the HR Department keeps a record of resumes of
different people so that at the time of need, individuals can be called upon for interview for
the post.
All the other departments when require someone for their department either an employee or an
internee, they contacts the HR Department.
interviewers along with the HR person. If the individual passes this second interview,
he/she is offered the job
The second function is of the Orientation of the newly hired employee(s). In the orientation
session, the HR Department gives the overview of the company. Furthermore, orientation
of all departments is given along with the benefits the employee would get and how the
employee is entitled for the benefits and which benefits. Along with the orientation, the
employees are given an Employee Handbook that gives a brief of the policies and
procedures of the company. Things like allocation of employee number & issuance of
company identity card, information on probationary period, employee discount, car pool policy,
detail of all types of leaves and the procedure to avail them and details of all benefits are stated
along with the policy of discipline and the dress code is also mentioned in it.
1.7.2 Compensation & Benefits
A major function of HR Department is to compensate the employees for the effort they
put in their jobs. The HR Department makes the payroll of the entire staff which is then sent to
Karachi from where the Salaries are sent to North and then they are dispatched by the HR
Department to all the staff. Along with the basic salary, some of the benefits that FatBurger
offers to its employees are:
Medical Outpatient and Hospitalization: If the employee is sick and gets medical
examination, the consultation charges, expenses on medicines and tests are bared by
the company. The range depends from group to group. And this facility is not just for
the employee him/herself but also for the employees parents, spouse and children.
Employees are entitled to different types of leaves like:
Sick Leaves
Casual Leaves
Paid Leaves
Leave without Pay
Maternity Leave
Provident Fund
Leave Fare Assistance
EFU Family and Accidental Life Insurance
Employee Old Age Benefit (EOBI)
Social Securit y Fund (PESSI)
These modules are provided to the team and then the employee (operational staff) is put to
test. If he clears it, he is eligible for promotion and if the UBM feels that the person is fit
for promotion, he is promoted. All these tests and activities are the responsibility of the
Training Department and are undertaken under the direct supervision of the trainer.
The Training Department also conducts several seminars and lecture sessions for the
operational staff. Several activities are also conducted for the same purpose, to train the
staff.
CHAPTER 2
RESEARCH METHODOLOGY
2.1 QUESTIONAIRE
Questionnaire technique applied for Customer Survey , Develop Customer survey for around 300
respondents
Female
Age: ____________________________________________________
Phone Number : ___________________________________________
Email: ______________________________________________________
Cumulative
Percent
156
52.0
52.0
52.0
Female 144
48.0
48.0
100.0
Total
100.0
100.0
Valid Male
300
Age
Frequenc
Valid
y
Percent Percent
Cumulative
Percent
Valid 10-15
48
16.0
16.0
16.0
15-20
84
28.0
28.0
44.0
20-25
42
14.0
14.0
58.0
25-30
48
16.0
16.0
74.0
30 and
above
78
26.0
26.0
100.0
Total
300
100.0
100.0
Valid
Frequency
Percent
Valid Percent
Cumulative
Percent
Yes
102
34.0
34.0
34.0
No
198
66.0
66.0
100.0
Total
300
100.0
100.0
Valid
Missing
Total
Frequency
Percent
Valid Percent
Cumulative
Percent
Taste
184
61.1
61.3
61.3
Environment
74
24.6
24.7
86.0
Brand Loyalty
42
14.0
14.0
100.0
Total
300
99.7
100.0
System
.3
301
100.0
Valid
Missing
Total
Frequency
Percent
Valid Percent
Cumulative
Percent
Advertisement
141
46.8
47.0
47.0
By a friend
117
38.9
39.0
86.0
By Social Media 42
14.0
14.0
100.0
Total
300
99.7
100.0
System
.3
301
100.0
Valid
Missing
Total
Frequency
Percent
Valid Percent
Cumulative
Percent
Yes
156
51.8
52.0
52.0
No
144
47.8
48.0
100.0
Total
300
99.7
100.0
System
.3
301
100.0
Do you consider that the Marketing Strategy is important for any business ?
Valid
Missing
Frequency
Percent
Valid Percent
Cumulative
Percent
Most Important
99
32.9
33.0
33.0
Important
123
40.9
41.0
74.0
Don't Know
45
15.0
15.0
89.0
Not Important
27
9.0
9.0
98.0
Extremly Not
important
2.0
2.0
100.0
Total
300
99.7
100.0
System
.3
301
100.0
Total
Summary of Results:
I collect data from 300 customers of Fat Burger and after getting my results of Questionnaire
Survey I find that customers of Fat burger are not regular visitor. Customers age 15-20 prefer Fat
burger products more then 25-30 years of Age people. Most people prefer Fat Burger because of
its taste. As fat burger is expensive but because of its delicious Taste people prefer Fat Burger
rather then any other Burger Brand. As Fat Burger Do extensive advertisement and Attrac
customers through its marketing techniques so because of its Advertisement people buy Fat
Burger products. So Fat Burger Main success is because of its Taste and Advertisements.
Advertisement is the important factor for to get attract customers. This All happens with Good
Marketing strategies. As Fat Burger marketing department working efficiently and because of
this Fat Burger is one of the largest Chain of Burger restaurant in World. Marketing is the
important factor for Fat Burger.