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Copy of In N Out Burger

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Martin Trujillo Gonzalez

on 6 February 2013

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Transcript of Copy of In N Out Burger

By: Ryan Lemlein & Tori DaHarb COMPANY HISTORY 1948- FIRST IN-N-OUT BURGER OPENS
Harry Snyder introduces California’s first drive-thru hamburger stand in a space barely 10 feet square in Baldwin Park, CA.
1963- PATTY-MAKING FACILITY OPENS
New facility dedicated to providing increasing numbers of guests with traditional In-N-Out quality begins operations using the freshest ingredients available.
Before, each chuck personally selected and ground under Harry’s supervision was hand formed into patties by Esther, using a manual press.
1973- 25TH ANNIVERSARY
13 Stores, all in Los Angeles County.
2-lane drive-thru.
First dining room restaurant- 1979
1975- FIRST T-SHIRT DESIGNED
A cartoon fryman designed by In-N-Out founder Harry Snyder becomes the first in a continuing series of popular T-Shirts. After several years, Guy Snyder begins introducing new designs inspired by his love of cars and racing.
T-Shirts are very popular and important for WOM.
1984- IN-N-OUT UNIVERSITY OPENS IN BALDWIN PARK
ensuring that entry level managers from all In-N-Out restaurants receive the training that lets guests look forward to the highest quality food, cleanliness and customer service. " Give customers the freshest, highest quality foods you can buy and provide them with friendly service in a sparkly clean environment" S W O T trengths eaknesses pportunities hreats Cult Status
Strong Brand Awareness
Unique Identity within the industry
Employee wages and benefits
Natural Foodies
Small Size =Control
Simplicity of Brand
Suburban Locations Limited National Scope
Company Structure
Greenwashing Tendencies
High Employee Expenses
High Cost of Growth
Little room for change
Private, no Franchising Maintaining better standards for fast food
Opportunity to be an industry leader in quality
Transparency throughout the organization
Previous Brand Success
Mass Marketing
Limited Previous Marketing Future laws and regulations dictating what "natural" means
Growing and expanding too fast
Competition
Pressure to go public
Increased Supply Chain Expenses
Regional Popularity
Changing Social Trends
Limited Supply Chain Availibility In-n-Out Exists for the purpose of:

1: Providing the freshest, highest quality foods and services for a profit and a spotless, sparkling environment whereby the customer is our most important asset.

2: Providing a team oriented atmosphere whereby goal setting and communication exist and to provide excellent training and development for all of our associates.

3: Assisting all communities in our marketplace to become stronger, better and safer places to live. MISSION STATEMENT "Based on our background information and research, our objective is to increase annual sales by 7% from 2015 to 2017."

Plan to start growth slowly with 5 stores in the first year. MARKETING OBJECTIVE place: new distribution center is necessary for further expansion

Price: maintain established low price point when expanding

Product: ensure that burgers, fries, and shakes in Colorado are meeting the quality standards that In-N-Out Burger prides itself on. ADJUSTED 4 P's FOR COLORADO EXPANSION Very Simple Menu = Key to Success
burgers (hamburgers, cheeseburger, Double-Double)
fries
shakes
soft drinks
"Not so Secret" menu PRODUCT "We don’t freeze. We don’t pre-package. We don’t over-process. We just make things the old-fashioned way."

Patties from fresh, 100% pure beef
free of additives, fillers and preservatives
made from whole chunks of premium cattle inspected to ensure that it meets In-N-Out's standards
complete control of patty making process

Own and operate patty making facilities in Baldwin Park, CA and Dallas, TX. fresh baked buns using old-fashioned, slow rising sponge dough SO...WHAT MAKES THIS BURGER "QUALITY"? fresh, 100% pure handmade beef patties best available onions real American cheese fresh hand-leafed lettuce plumpest, juiciest tomatoes Price of a Double-Double, fries and a soda= $6.15 with tax


Price of a double cheeseburger, fries and soda at Five Guys= $12.01 with tax.


Price of a double cheeseburger, fries and soda at Goodtimes= $7.49


When expanding to Colorado, In-N-Out must retain its established price point to obtain a competitive advantage in a new region. PRICE- RELATIVE TO COLORADO COMPETITORS As of June, 2012: 278 In-N-Out Burger locations
in California, Nevada, Arizona, Utah & Texas

Distribution centers located in Phoenix, AZ, Draper, UT, Dallas, TX
Possibilities for growth and expansion especially to Colorado. PLACE EXPANSION THROUGHOUT THE WEST

1992- FIRST RESTAURANT OUTSIDE OF CA OPENS
Las Vegas, NV
2000- FIRST RESTAURANT IN ARIZONA
Lake Havasu City, AZ
2008- FIRST RESTAURANT IN UTAH
Washington City, UT
2011- FIRST TWO RESTAURANTS IN TEXAS
Allen, TX & Frisco, TX COMPANY HISTORY CONT. First 2 way Speaker System
Inventory Tracking System
Tablet Drive-Thru System I-n-T OPERATIONS -N- PRODUCTION 278 locations

Distribution Centers

Strong Values

HIGH wages RESEARCH-n-DEVELOPMENT Private

CEO Politics
Grow Slow FINANCE-N-MONEY EXTERNAL FACTORS 7% ECONOMIC-N-VIRONMENT NATURAL ENVIRONMENT Fresh Ingredients
Beef Supply
Gasoline Prices
Flavor or Frequency? Healthy Food Trends

New York Soda

Farming Insurance Subsidies

Expansion= Bigger Suppliers POLITICAL-n-ENVIRONMENT Natural vs. Organic
Disney sets new standards for “Healthy” LEGAL-N-REGULATORY TECHNOLOGY-N-ENVIRONMENT First drive-thru hamburger stand in CA where customers placed orders via a two-way speaker system.

To increase drive-thru efficiency at peak restaurant hours, employees process customer orders via a tablet device.

Emergence of Social Media
In-N-Out Burger could increase its social media coverage and presence in order to guage the level of demand for the brand in Colorado as well as other in other states.
Social media tie-ins with mobile app CONSUMER-N-BEHAVIOR Americans love hamburgers

Peripheral Route to Persuasion: word of mouth is very important for fast food, casual restaurant fare.

In-N-Out has the "cult" following and word of mouth activity to succeed in Colorado. IMC SOCIAL-n-TRENDS In light of the rising American issue of obesity, In-N-Out burger is a healthier alternative to mainstream fast food in terms of quality and ingredients (i.e. McDonald's, Burger King & Carl's Jr). In-N-Out Burger Foundation
established in 1995 as a nonprofit organization
The Child Abuse Foundation’s purpose is to assist children who have been victims of child abuse, and to prevent others from suffering a similar fate. SOCIAL-n-TRENDS

In-N-Out Burger is concerned with providing the utmost quality for a fast-food restaurant.

macro-level competitors include: McDonalds, Carls Jr., Burger King, Wendy's, and Five Guys.

Potential Colorado Competitors: Five Guys, Goodtimes Burgers, Smashburger INDUSTRY "Would you like a drink with that?" "A 4x4 would only be $1 more..." "Please fill out this survey for
a chance to win Free In-n-Out" Increase awareness of In-n-Out by 75% in Colorado through Print and Radio initiatives. ADVERTISING OBJECTIVE: Increase Colorado regional activity on social media by 25% PUBLIC RELATIONS OBJECTIVE Increase direct marketing in Colorado by 100% DIRECT MARKETING OBJECTIVE Increase register promotion and commission based sales by 10% PERSONAL SELLING OBJECTIVE: Increase direct consumer relations by offering contest
“Who is the biggest In-n-Out fan.”

Have 10% participation from all In-n-Out Consumers. SALES PROMOTION OBJECTIVE: Implementing Objectives Focus Groups Quantitative Research Internal Factors
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