Mister

A comparison of Crust Gourmet Pizza and Real Burger World

Reviewing the success factors of the gourmet fast food market sector

Jennifer Juedes
Liz Rogers
Lulu Woods
Nicola Zarimis

April 15, 2010

Table of Contents

Introduction …………………………………………. 3 Process ………………………………………………. 3 People ………………………………………………... 4 Physical Evidence …………………………………… 5 Products ……………………………………………… 6 Price …………………………………………………. 8 Place …………………………………………………. 8 Promotions …………………………………………… 9 Conclusion …………………………………………… 10

Appendix A ………………………………………….. 11 References …………………………………………… 12

Introduction

In reviewing both companies Crust Gourmet Pizza and Real Burger World, and the gourmet fast food industry as a whole, there are several apparent factors that have contributed to the success and, or failure of the two firms.

On the surface, Crust Gourmet Pizza, an Australian Company, and Real Burger World, a company in the United Kingdom, both appear to have adopted a similar strategy: to offer higher quality food in the fast food industry. However, Crust, having opened in 2001, now has over fifty stores in Australia and is growing successfully, while RBW went out of business within a few years (Case Study Document, p. 4).

There are several lessons learnt from the business approaches of these two firms, and how their differing strategies eventually led to the success of one firm and the collapse of the other. After completing a SWOT Analysis, as seen in Appendix A, and examining these two firms using the “7Ps of Marketing” – Process, People, Physical Evidence, Products, Price, Place and Promotions – it is evident as to which decisions contributed to the success of Crust Gourmet Pizza and which choices led to the collapse of Real Burger World. Some factors were clearly more important than

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