The Canuck Burgers Corporation
Many food chain restaurants have opened their branch in India and are making a lot of profit. The most prominent of these chain restaurants are McDonalds, KFC, and Dominos. Canuck Burgers Corporation should proceed with their plan to open its branch in Chennai, India, because it will be able to do great business since it is the capital of the Tamil Nadu with the population of 6.9 million (Maps of India, 2010). It is also the fourth largest metropolis of India (Maps of India, 2010). Canuck Burgers have advantage over other restaurants because of the wide range of food offered by it. Its menu includes not only beef but also offers veggie burger. There are about 220 million vegetarians in India today (Moskin, 2004). When people go out to eat in groups, there is always a vegetarian with them. Therefore, a restaurant which offers both vegetarian and non-vegetarian food is an ideal place for most of the population.
The corporation should begin with advertising itself in the area highlight the variety of food their menu offers. Since there are already so many chain restaurants popular in the region, the corporation will have to introduce itself to the masses first. In order to get them to come to Canuck Burgers the corporation will have to offer something the other restaurants dont offer. This should not be a problem for Canuck since the other restaurants in India do not offer the kind of fun environment Canuck has to offer. The Kookamonga Challenge can be used to advertise the restaurant and attract more customers. The youngsters in India will especially take interest in this particular challenge because they are known for participating in such activities. But the main focus of the corporation should be on the menu serving vegan food along with beef. Another point which can be used by the Canuck burgers is its good serving amount. This can be used to attract people who are a little older.
Once Canuck Burgers are made popular and properly advertised, next step should be to find an appropriate location. It should be located in the heart of the city so it is convenient to go to and not completely out of the way. Since Canuck burgers are going to be completely new in that region it is necessary to make sure that it is located in a busy area so more people will see it but not too crowded. The ideal location in Chennai would be somewhere around Royapettah. It is near the Marina Beach of Chennai and Chennai city center (Click India, 2010). The locality is ideal because unlike Nungambakkam, which one of the wealthiest localities, people from all sects of society will be able to come since Marina beach is open to all and the restaurant will not be limited to the rich population alone. Another reason for selecting this locality is that this will not only attract the locals but the tourists who come to visit the beach as well. Since Chennai has mixed population consisting mostly of middle class families, it is important to not make the public feel that the restaurant is just for the rich.
The restaurant will not only benefit the Canuck Burgers but also the local population. The local officials should not have any objection to the opening of the restaurant because it will help improve the local economy. Workers will be hired locally which will provide job opportunities to many people decreasing the unemployment in the city. If the restaurant is a success then the local government will benefit as well through tax. Any benefit the corporation make will indirectly benefit the local government improving the environment and economy of the city.
Canuck Burgers, however, will have to make a few changes and adapt to the local whatever thing. It is better to be careful from the beginning. There are many examples which show how little mistakes can cause major problems in the future. KFC was shut down for many years in India because it was unable to control the MSG level in its food (McSpotlight, 1995). Kelloggs, on the other hand, failed because it was unable to understand the local taste and manage its price. Canuck Burgers will have to first develop a taste which will be liked by the locals. Since most Indians prefer a bit extra spice in their food it will better if Canuck spiced up their menu a bit. Local ingredients should also be added to give a familiar taste to the customer. It will be better if the corporation introduced a variety of vegan burgers and gave more choice to the vegan customer. Different kitchen crew should be used to prepare vegetarian and non vegetarian food so that the sentiments of the vegan population to ensure that no sentiments are threatened. Another thing which should not be ignored is the price. In order to attract the mainstream population Canuck will have to keep the price which is affordable especially by students since they will take special interest in the place. The example of McDonalds can be taken for this. The reason for its success in India is because they focused on the local market, values, and the purchasing power of their customers (Marketing Mag, 2010). In order to survive the local market in Chennai, Canuck Burgers Corporation will have to make sure that its prices are not higher than other food chain restaurants such as Dominos and McDonalds.
If a good strategy is applied the corporation can be a huge success in the locality. Indian culture is very vast and there are many things in the culture which can be used to endorse the brand locally. Since Canuck strives to provide fun time to its customer, it should try to give an environment to which the locals can relate. For marketing, local celebrities should be used since Indian cinema is very popular in the region and their local stars have a huge fan following. The corporation can also market itself by introducing new item on Indian cultural occasions such as Holy and Diwali so that people can emotionally connect with the brand.
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