Fast food
restaurant
VALS
Analysis
• The restaurant was established in
2020, September in order to solve a
problem: unhealthy fast food.
• Our main-focus is serving the best
About the experience possible, while also creating
the possibility to eat healthy fast food
company: with your friends, family or a loved one.
• We make our food from natural, farm
grown products, which have zero
preservatives. That’s why it tastes
different, get used to it.
VALS:
INNOVATORS
As we’re aware “Innovators” value independence, our marketing
experts will create an advertisement in which there’ll be presented a
photograph of a successful looking individual, who eats his lunch meal
in our restaurant, while sitting in the VIP lounge’s futuristic (classy at
the same time) looking “solo booth” and closes an extremely successful
and financially rewarding deal for his firm. The “solo booth” is specially
designed for people who have no time listening to other’s conversations
and value a bit of privacy and silence during their hard-working days.
“You deserve a bit of “me” time, don’t you?”
• Thinkers are all about knowledge and
creativity. That’s a tricky one, because
they’re perfectly aware of what they’re
eating and putting into their body, when
they step into a fast-food restaurant. We
have a solution to that. Imagine an event, at
which you’re able to see the process of how
regular fast-food is made. All the greasy,
THINKERS chemical filled products, which later-on are
served to the customer. We’re planning on
organizing an event, which will demonstrate
and let the consumer experience first-hand
on how our team prepares our natural and
healthy fast-food meals, the participants will
then be able to make their own meal and try
it out for free. This will create the awareness
for our brand, while at the same time
attracting new, potential customers.
ACHIEVERS
Achievers value achievements and functionality, which gives us the perfect
opportunity to create a functional app, which enables them to order
through their smartphone devices, while at the same time getting all sorts of
attractive offers. But there’s a catch: for every order a customer makes
through out their app, they get bonus points (for example: you order a meal
for 10 euros, you get 10 points. 100 points equals a free meal, which is
worth 10 euros; and so on..) and discounts, at the end creating an
achievement like feeling. We’ll market our app through all sorts of social
media sites, also influencers who are able to reach audiences of thousands.
The app enables us to not only market the “Achievers” target group, but
many others along the way.
Experiencers value moods, emotions and inner
expressions in life. They’re motivated by self-
expression, young, enthusiastic and impulsive
consumers, which become enthusiastic about new
possibilities, but are equally quick to cool down.
By using the profile of Experiencers, we’re able to
create an advertisement on the internet and
EXPERIENC
billboards, which would advertise the ability to get a
free meal. The catch: there are five treadmills outside
of our restaurant, which we got in a partnership with
ERS a local gym. If the customer is able to run on the
treadmill (pace – 10km/h) for five/ten/fifteen
minutes he gets a free meal for the worth of the time
ran, for example: a customer ran for ten minutes – he
gets 10 euros worth of a free meal. How would we
create the awareness of this advertisement? It’d
speak for itself, but at the same time we’d hire local
celebrities and influencers, who’d attract customers
using social media platforms.
BELIEVER
The fact that Believers value communities, social bonds and sharing enables us to create an
advertisement, which would have a long-lasting effect. Our main goal: to gather a people, in
order to socialize, get to know each other better and share positive emotions, while eating
healthy fast food and having all sorts of games and prizes. We’d organize this event every
other weekend, to create a strong bond with the community and make the customers
appreciated for choosing our food.
How will we advertise? The plan: Create invitations and hire people who’d go all around the
city center and give out the flyers, while also having a heart to heart conversation with people
about their beliefs regarding “unhealthy fast-food vs healthy fast-food.” and if they’re
engaging in the conversation, give them a 20% coupon discount.
Our end goal: to create an inner community, which would create loyal customers and positive
emotions regarding our restaurant.
Strivers value motivation, inspiration and abilities.
The advertisement idea: create a video ad, which
shows how different celebrity athletes poorly
function, but the second they eat our meal, they’re
magically superhuman and have the abilities to
conquer the world. Put this advertisement on the
Strivers: internet, television and public billboards. Also,
organize an event on the weekend where the athlete
will organize a meet and greet and have an open
discussion about motivation and inspiration. Of
course, while treating themselves with the perfect
meal from our restaurant.
Makers value family bonds and personal values, so
our main goal in this specific marketing strategy is
to show that we value our team as a family and
have a strong bond, also that our values are the
Makers same as our customers values. The idea: create a
video/photo-based advertisement in which there’s
a family shown, that are critically in need of food,
because they’re tired of eating at home the same
things. A child of the family presses an
“EMERGENCY” button on our app and we instantly
start to make the perfect family meal and deliver to
their door as soon as possible. At the end the
family is happy and our team’s delighted to serve
the customer, that’s in need of urgent help.
Survivors value simplicity and a “fit-for-purpose”.
Running a television advertisement, as well as a
few billboards should be enough to gather their
attention in order to try out the restaurant, but it’s
important to represent our company as a healthy,
Survivors but at the same time delicious fast food restaurant,
due to the reason that they’re probably
conservative individuals. We’d also advertise that
we have a delivery to home option, which is free,
so they could eat our food from the comfort of
their home. We’d put an ad into a newspaper and
hand out flyers into their mailboxes.
Each target group has different
characteristics and share different
CONCLUSION: values, so in order to have an
effective marketing advertisement
and to properly represent your
company, it’s important to do an in-
depth analysis regarding their
characteristic, values and
expectations.
