Restoration
___________Pricing strategy of a fast food chain in Portugal, France, Great Britain and Germany
INITIAL SITUATION
Our client, one of the largest fast food chains in the world, needed to determine the pricing strategy for its menus in Portugal, France, Great Britain and Germany. It was necessary to analyze the simultaneous effect of several important factors on the purchase decision such as price, menu size, type of hamburger or sandwich, etc. on the total utility of the individual. The main objective was to define the pricing strategy in each of the areas in order to maximize profits without the need to change the characteristics of the product.
METHODOLOGY
Quantitative approach using advanced choice modeling software: Menu Based Choice Conjoint. This technique was extremely useful to study the analysis of joint measures, where buyers were able to select pre-designed menus of products and also à la carte products. Hamilton worked on a simulation tool that allowed the client to estimate future scenarios and obtain market shares and profits.
OBJECTIVES AND RESULTS
Define the main trends in terms of visiting experience, technological development, design and architecture, humanization of brands, as well as those that define the ideal of the consumer's purchasing experience.
Impact and way in which shopping centers are addressing some of these trends in a concrete way (environmental sustainability, localism, privacy...).
Know the evolution of consumption in terms of purchasing channels (shopping centers, street and online commerce) and its trend for the future, as well as the different level of impact it is having on the different commercial sectors.
Define the brakes that the shopping center faces compared to other channels and to what extent the street or the internet is our main competition.
Discover the KBFs that motivate the purchase in the different purchasing channels. As well as the positioning territory that each of them occupy.
Specify what the weaknesses and strengths are of shopping centers as an industry.
Determine the level of response that shopping centers are giving to the digital transformation in which the consumer is immersed.
Define the evolution of the shopping center towards new consumption concepts.
