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Chapter1

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

1.2 Branches In Pakistan


Fat Burger has more than 200+ locations around the world. In which includes United States,
China, Saudi Arabia, Bahrain, Malaysia, the United Kingdom, Fiji, Indonesia, Iraq, India, the
United Arab Emirates, Kuwait, Tunisia, Macau, Pakistan, Oman, Panama, Singapore, Canada,
Philippines (Coming Soon), Mexico (Coming Soon) and Qatar.
In Pakistan Fat Burger located in 3 Big Cities of Pakistan, which includes Lahore, Karachi &
Islamabad.
Lahore:
6 C-2, M.M Alam Road,Near Hussain Chowk, Lahore, Pakistan
Ph: +92-42-35756592-96, Fax: +92-42-35756550

Another Branch In Lahore is located in DHA


Building # 40, Z-Block Commercial Market,Phase III, Lahore, Pakistan
Ph: +042-35692809

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 Vision & Mission

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

Products and Menu of Fat Burger

Above picture shows product and price of the products Fat Burger is delivering to its customers

1.5 Organizational Hierarchy

1.6 Marketing Techniques


1.6.1 Market Information System:
Fat burger imbed MIS in every advertisement in order to constantly monitor the success of their
marketing efforts. Fat burger monitor trends in the fast casual and quick service restaurant
industries. Having the current market information allow Fat burger to adjust their strategies and
plans. Fat burger conduct focus groups to clearly define the need.
1.6.2 Promotions:
Another technique used by Fat Burger is to do extensive advertisements and offer new deals on
every occasion in Pakistan and Facilitate its customers. Fatburgers social media presence,
enhance their corporate image and attract a wide array of consumers. Fatburger offers
promotions such as liking Fatburgers page on Facebook, consumers are motivated to walk into
their restaurants. This marketing strategy comes at little to no cost to Fatburger, but is one of the
most powerful and effective means of promotion in todays society.
Following are the promotions and advertisements in Pakistan by Fat Burger
In Ramadan Fat Burger Promo:

New Deal on 14th August

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

1.6.3 Target Marketing


The rapid rate at which the fast food industry continues to add outlets is as much a
reflection of consumer demand for convenience as it is a reflection of demand for fast food
itself. Expanding the number of outlets increases accessibility, thus making it more
convenient for consumers to purchase fast food. The list of main Target Clients is given below

Childers
Teenagers
Youngest
Old citizen
Families
Schools
Corporate Companies
FMCG Companies

1.7 Human Resource Policies


The existence of a Human Resources Department is vital to overall productivity and
efficiency of the strong workforce in any thriving company. In most professional organizations,
the role of the Human Resources Department is not sidelined or eclipsed by other
departments. In fact, good human resources can be one of the most valued and respected
departments in an organization; their job is people, and people are the company's most
important asset.
The Human Resources Department has a wide variety of tasks in the organization for
instance:
Staff records such as time and attendance records, progress reports and academic
qualifications.
Manpower/Resource planning which ensures the work-force is in the required place, at

the required time, in sufficient numbers and with appropriate skills.


Recruitment and selection.
socialization
Staff training.
Wages and salaries.
Compensation and benefits

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:

Creating liaison with universities so as to increase its recruitment pool.


Performance Appraisal of the staff.
Employee Orientation.
Facilitating and guiding the employees in benefits offered by the company
Maintaining leave records of all employees including the Restaurant
Support Center Staff (RSC Staff) along with the operational staff of the restaurants.
Maintaining CV data bank
Making Payroll.
Maintaining bank account records of all employees for the ease of salarytransfer.
Drafting Policies

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.

1.7.1 Hiring Process


The department calls individuals for a test which is designed by the department. If the
person clears that test, he/she is called for the first interview which is conducted by the
HR Department. If the person clears the first interview, he/she is called for a second
interview that has a panel of the HR person and a representative of the concerned
department. If the hiring is for restaurant staff, the Territory Manager sits in the panel of

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)

(Amounts of all these benefits vary from group to group).


The Other Benefits include:
Discounts to Employees
Company Car Pool
1.7.3 Training Process in Fat Burger
Training is another major function that the HR Department is performing. For this purpose,
there is a trainer who trains the staff and not only the restaurant staff (operations) but also
counseling of the RSC Staff (corporate staff) is catered by the trainer. The Training
Department has its own hierarchy. Evaluation
The Training Department trains the Restaurant Managers on the operational training and
then it becomes the responsibility of the Restaurant Managers to train the Training Managers
while the feedback is being sent directly to the Training Department. The trainings are of
two t ypes, one is the practical training or kitchen based training, training of cash, supply
and lobby while the other type of training is on the soft skills of the employees. Employees are
trained on How We Work Together (H.W.W.T.), ON Food Safety and Hygiene, Cleanliness,
Hospitality, Accuracy, Maintenance, Product Quality and Speed of Service and STAR (Store
Training and Rating) Certifications that are of the Team Members.
Furthermore, there are several tests for the Trainee Team Members and Shift Supervisors that
are conducted by the Training Department. These are designed by the Training Department
while the UBM takes them on which the employees are evaluated and promoted thereafter.
Every employee comes on a probation of 3 months after which he becomes a confirm employee.
The tests include:
1) Orientation Service Module (OSM): In this the team members are taken to a visit of the
Bakery, Warehouse, Cold Storage etc and an orientation is given after which a test is given.
2) Food Service Module (FSM): In which all kitchen based aspects are covered.
3) Customer Service Module (CSM): Covering the Cash, Supply and Lobby aspects.

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

Questionnaire for Survey is Follows


Name: _________________________________________________
Gender: Male

Female

Age: ____________________________________________________
Phone Number : ___________________________________________
Email: ______________________________________________________

1) Are you a regular customer of Fat Burger?


Yes
No
2) Why You Prefer Fat Burger ?
Taste
Environment
Brand Loyalty
3) How do you Know about this Branch ?
Advertisement
By a Friend
By Social Media

4) Do you Considered that Advertisement is an important factor to gain customers?


Yes
No
5) Evaluate the importance of Advertisement strategy for any business?
Most Important
Important
Extremely not Important
Dont Know
Not Important

Results From This Questionnaire is shown Below:


Gender
Frequenc
Valid
y
Percent Percent

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

Are you a regular customer of Fat Burger ?

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

Why do you prefer Fat Burger ?

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

How would you know about this branch of Fat Burger ?

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

Do you consider that advertisement is an important factor to gain


customers ?

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.