CHOP'D : real good Food Fast

CHOP'D was founded in 2004 on a mercy mission to bring real good food into real working lives. CHOP'D has firmly established itself as the UKs leading gourmet salad bar chain as well as being one of the category leaders in the wider healthy fast food sector in a country where there is increasing problems with obesity.
As well as the alarming obesity figures registered in the UK, workers spend less and less time eating lunch at midday. The concept of "lunch hour" seems to be a thing of the past and confined to history as most British people tend to "graze" - eating small snacks throughout the day rather than sitting down for a lunch break at midday. The average lunch break in this high speed socially accelerated society is approximately 29 minutes. In the short time that people have to eat, CHOP'Doffers a range of healthier options such as salads, sushi, soups, wraps, breakfasts and other healthy treats.
However, in an intensely competitive fast food industry,CHOP'D is facing the problem of positioning: how does it position itself on this competitive food market to differentiate itself as a healthy fast food option.

This case study has three main objectives for the learners:
- To offer them a real life case study, where the Managing Director poses a problem he is currently facing regarding the positioning and differentiation policies of his company
- To enable them to discover the macro environment of the fast food industry in the UK and the healthy fast food market and reflect on competitiveness in this sector in order to carry out a market analysis and offer solutions regarding positioning and differentiation
- To raise awareness on the underlying sociological issues of the fast food market such as obesity and social acceleration
This case study can be used in a marketing class, a strategy class or as an examination case study. It deals specifically with the positioning and differentiation practices of a small fast food outlet based in London, who wish to position themselves differently in order to emphasize their healthy offer.

Exam Case - Bilingual Case - Briefing Case - Initiation Case - Differentiation - Porter - Pest - Swot.

This case study can be used by students in third year of business school or universities, who are studying for a Master's degree as well as by company managers in further education programs. A basic knowledge of marketing approaches and positioning is required.

Food industry

A slides show of 20 slides is available for teachers only.
The case speaks about :
- Environmental analysis: Prior to looking at the Chop'd case study in detail, it is necessary to conduct an environmental analysis either by using Porter's Five Forces Model or by conducting a PEST (Political, Economic, Social, Technology) analysis.
- Positioning: This case study offers an illustration of a market positioning and an attempt by the company to differentiate itself as a health food option compared to other fast food outlets on the market. The question that can be asked is how is Chop'd positioning themselves on this market currently? What do they have to do to achieve a strong position on the market?
- Social Acceleration: This case study can also be exploited to explain the various components of social acceleration and the effect that this sociological phenomenon has on the fast food industry.
French version also available : M1761 CHOP'D

Année de la problématique : 2011

Livraison : Livraison par lien de téléchargement

Nombre de pages : 42 avec 22 page(s) annexe(s)

Temps d'utilisation : 3h00

Code du secteur d'activité : 15 - Industries alimentaires