fast food industry meghan brown, melissa schwartz, blair davis, and brittany canaski
TRANSCRIPT
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Fast Food IndustryMeghan Brown, Melissa Schwartz,
Blair Davis, and Brittany Canaski
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Overview• Industry Background• Competitive Environment• Government Regulation• Trends• Primary Pricing Strategies
– Bundling– 2nd Degree Price Discrimination
• Quantity Discounts• Versioning
– Advertising• Secondary Pricing Strategies
– 3rd Degree Price Discrimination– Psychological Pricing– 2nd Degree Price Discrimination: Coupons
• Upstate New York Case Study• Recommendations
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Fast Food Definition
• Pay before eating• Limited service• On-site, carry-out, drive-through consumption
Source: www.ibisworld.com
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Industry Breakdown
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Industry Performance• Recession actually hurt fast food industry
– Less disposable income
• But expected growth to 2015 of 2.5% to $208.16 billion
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Cost Structure
• Low profit margin (2-5% captured)• Economies of scale for large players• High level of labor intensity
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Technology• Medium level• Reduce food wastage and preparation time• Reduce need for human capital• Less room for error• Streamline ordering process
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Overview• Industry Background• Competitive Environment• Government Regulation• Trends• Primary Pricing Strategies
– Bundling– 2nd Degree Price Discrimination
• Quantity Discounts• Versioning
– Advertising• Secondary Pricing Strategies
– 3rd Degree Price Discrimination– Psychological Pricing– 2nd Degree Price Discrimination: Coupons
• Upstate New York Case Study• Recommendations
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Franchise Definition• Using another firm’s successful business model• Franchisor controls the business concept• Franchisee purchases the license, but still seen
as an independent merchant– Must pay the franchisor a royalty for the trademark
and reimbursement for the training and advisory services given to the franchisee
– Protected by the franchisor from any trademark infringement by third-parties
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Non-Franchise Fast Food
• Remember definition: pay before you eat• Single establishment• Ex: Ma and Pa locally-owned fast food
restaurants (sub shops, pizzerias, burger joints, etc)
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Competitors
• 300,645 businesses total!• Yum! Brands Inc
– Brand names: KFC, Taco Bell, Pizza Hut, Long John Silver, and A&W
• Doctor’s Associates– Brand name: Subway
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Concentration Calculations• Four-Firm Concentration Ratio (CR4)
– McDonald’s, Yum!, Wendy’s/Arby’s, Starbucks– 34.9%– Low
• Herfindahl-Hirschman Index (HHI)– 390– Extremely low– US Department of Justice considers anything below
1,000 to be a competitive marketplace
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Concentration• Concentration is low
– A lot are small businesses– Although large franchises account for 65% of
industry revenue
55.00%
12.70%
9.70%
6.60%
5.90%5.10% 5.00%Major Players (Market Share)
Other
McDonald's Corpora-tion
Yum! Brands, Inc
Wendy's/Arby's Group Inc.
Starbucks Corpora-tion
Burger King Corpora-tion
Doctor's Associates Inc
Data from www.ibisworld.com
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Concentration Continued • Concentration has been increasing
– Wendy’s and Arby’s merger (2008)– Burger King bought out by a private equity firm 3G
(2010)– Expected to continue to increase
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Barriers to EntryFranchisor Company Single Franchise Local FF Restaurant
Competition High High High
Concentration Low Low Low
Capital Intensity Medium Low Medium
Regulation & Policy Heavy Heavy Heavy
•Overall low barriers•Capital Intensity
• Low for single franchise because the franchise agreement includes outfitting and equipment, training, and computer systems
• Medium for others because they have to invest from scratch
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Internal Competition• Internal
– Price-based– Location– Food quality and consistency– Style and presentation– New products– Variety– Service– Franchise operators vs. non-franchise
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External Competition• Fast Casual Dining• Full-service restaurants offering take-out
services• Frozen restaurant meals at grocery stores
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• 3 Legged stool philosophy • Small number of strategic suppliers• Suppliers = partners• Long term relationships• Some open book costing
McDonald’s Supply Chain Efficiency
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Overview• Industry Background• Competitive Environment• Government Regulation• Trends• Primary Pricing Strategies
– Bundling– 2nd Degree Price Discrimination
• Quantity Discounts• Versioning
– Advertising• Secondary Pricing Strategies
– 3rd Degree Price Discrimination– Psychological Pricing– 2nd Degree Price Discrimination: Coupons
• Upstate New York Case Study• Recommendations
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Government Intervention
• Heavy and steady regulation• Employee protection• Health and sanitary laws• Calorie counts on menus• Banning toys in Happy Meals• Banning trans fat – New York, NY• Fast food ban – California
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Overview• Industry Background• Competitive Environment• Government Regulation• Trends• Primary Pricing Strategies
– Bundling– 2nd Degree Price Discrimination
• Quantity Discounts• Versioning
– Advertising• Secondary Pricing Strategies
– 3rd Degree Price Discrimination– Psychological Pricing– 2nd Degree Price Discrimination: Coupons
• Upstate New York Case Study• Recommendations
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Health Consciousness
Bk.com
Fitsugar.com
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Product Expansion
Foodbeast.com
Wendysarbys.com
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Joint Branding Formats
Flickr.com
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Changing Product Sizes
Calorieking.com
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Ethnic Chain Restaurants
Discoverspringtexas.com
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International Expansion
Map.net.au
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Overview• Industry Background• Competitive Environment• Government Regulation• Trends• Primary Pricing Strategies
– Bundling– 2nd Degree Price Discrimination
• Quantity Discounts• Versioning
– Advertising• Secondary Pricing Strategies
– 3rd Degree Price Discrimination– Psychological Pricing– 2nd Degree Price Discrimination: Coupons
• Upstate New York Case Study• Recommendations
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Bundling
• A group of items are sold as a single unit at a discounted price
• Reduces heterogeneous demands to extract maximum consumer surplus (like 2nd degree PD)
• Ex: Value Menus – mixed bundling
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Bundling
Company BurgerMedium Drink
Medium Fries
Total Individually Bundle Difference
McDonald's 2.99 1.49 1.59 6.07 4.99 1.08
Burger King 3.49 1.79 2.09 7.37 6.09 1.28
Wendy's 3.29 1.49 1.79 6.57 5.78 0.79
Data from three fast food restaurants on Elmira Road in Ithaca, NY on April 14, 2011
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Overview• Industry Background• Competitive Environment• Government Regulation• Trends• Primary Pricing Strategies
– Bundling– 2nd Degree Price Discrimination
• Quantity Discounts• Versioning
– Advertising• Secondary Pricing Strategies
– 3rd Degree Price Discrimination– Psychological Pricing– 2nd Degree Price Discrimination: Coupons
• Upstate New York Case Study• Recommendations
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2nd Degree Price Discrimination:Quantity Discounts
• Bulk food discount by larger sizes or quantities of food
• S,M,L drink/fries; 5, 10, 20 chicken nuggets
• 69% discount at Wendy’s going from small to large drink
• Super Size Me – public backlash
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2nd Degree Price Discrimination:Versioning
TenderGrill Sandwich - $4.99 Chick’n Crisp Sandwich - $1.00
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Overview• Industry Background• Competitive Environment• Government Regulation• Trends• Primary Pricing Strategies
– Bundling– 2nd Degree Price Discrimination
• Quantity Discounts• Versioning
– Advertising• Secondary Pricing Strategies
– 3rd Degree Price Discrimination– Psychological Pricing– 2nd Degree Price Discrimination: Coupons
• Upstate New York Case Study• Recommendations
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Advertising: Ad-to-Sales Ratio
• Depends on the type of product, advertising elasticity of demand, and the price elasticity of demand:
• A/(P*Q) = EA/ lEDl• Industry ad-to-sales ratio is low - homogeneous products and a high
price sensitivity of consumers (from 2008 data)• Fragmented industry
Company Spending on Advertising (2008)
Revenue (2008) from IBISWord
Advertising to Sales Ratio (%)
McDonald's 50,233,543 8,078,300,000 0.62
Burger King 4,249,735 2,455,000,000 0.17
Wendy's/ Arby's 26,456,680 1,822,800,000 1.45
Industry 329,342,510 184,766,700,000 0.18
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Advertising
Burger King’s: Combative Advertising• Shifts consumer preferences
toward the advertising firm, but does not expand the category demand
• If the real differences between brands are modest, then combative advertising could just be undercutting profits
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Advertising
Persuasive Advertising• Alters consumers’ tastes
and creates perceived product differentiation, making demand for the firm’s product more inelastic
• The company can therefore raise their prices, resulting in higher profits
Wendy’s Square “Never Frozen”Burgers
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Funny, but product differentiated?
• http://www.youtube.com/watch?v=0eN9KP6lOZs
• Less effective?
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Product and Price Differentiation
• http://www.youtube.com/watch?v=NV8anwJb3R8
• More effective?
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Advertising
Informative Advertising• Reduce consumers’ search
costs • Pro-competitive
consequences if prices are advertised because consumers become more price sensitive
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Overview• Industry Background• Competitive Environment• Government Regulation• Trends• Primary Pricing Strategies
– Bundling– 2nd Degree Price Discrimination
• Quantity Discounts• Versioning
– Advertising
• Secondary Pricing Strategies– 3rd Degree Price Discrimination– Psychological Pricing– 2nd Degree Price Discrimination: Coupons
• Upstate New York Case Study• Recommendations
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3rd Degree Price Discrimination
• Charge different prices in easily identifiable submarkets, dependent on the geography and demographics of their consumers
• Charge more for their products in busy, metropolitan areas where competition is more intensive, customers have higher income, and they are selling at a higher volume
• i.e. New York City
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Overview• Industry Background• Competitive Environment• Government Regulation• Trends• Primary Pricing Strategies
– Bundling– 2nd Degree Price Discrimination
• Quantity Discounts• Versioning
– Advertising
• Secondary Pricing Strategies– 3rd Degree Price Discrimination– Psychological Pricing– 2nd Degree Price Discrimination: Coupons
• Upstate New York Case Study• Recommendations
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Psychological Pricing• Retail prices often end in 9, 5, or 0 due to the
theory that this drives greater demand• Consumers ignore the least significant digits
rather than doing proper rounding
Fastfood.ocregister.comXanapus.com
Mediapost.com
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Overview• Industry Background• Competitive Environment• Government Regulation• Trends• Primary Pricing Strategies
– Bundling– 2nd Degree Price Discrimination
• Quantity Discounts• Versioning
– Advertising
• Secondary Pricing Strategies– 3rd Degree Price Discrimination– Psychological Pricing– 2nd Degree Price Discrimination: Coupons
• Upstate New York Case Study• Recommendations
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2nd Degree Price Discrimination: Coupons
Coupon-coupons.com
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Overview• Industry Background• Competitive Environment• Government Regulation• Trends• Primary Pricing Strategies
– Bundling– 2nd Degree Price Discrimination
• Quantity Discounts• Versioning
– Advertising• Secondary Pricing Strategies
– 3rd Degree Price Discrimination– Psychological Pricing– 2nd Degree Price Discrimination: Coupons
• Upstate New York Case Study• Recommendations
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Basket Good Comparison: Individual Item
Items MCD BK Wendys Avg
Burger Standard 2.99 3.49 3.29 3.25
Burger Double 3.69 4.59 4.29 4.19
Chicken Sandwich Standard 3.69 4.79 4.19 4.22
Chicken Sandwich Grilled 3.69 4.99 4.19 4.29
Chicken Nuggets Nuggets 3.39 2.00 2.38 2.59
Salad Full 4.39 4.99 5.99 5.12
Salad Side 1.00 1.00 1.49 1.16
Fries Small 1.00 1.89 1.49 1.46
Fries Med 1.49 2.09 1.79 1.79
Fries Large 1.89 2.39 1.99 2.09
Drink Small 1.00 1.59 1.29 1.29
Drink Med 1.49 1.79 1.49 1.59
Drink Large 1.89 2.09 1.69 1.89
Basket 31.6 37.69 35.56 34.95
1 1.193 1.125 1.106
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Basket Good Comparison: Individual Item
B_Std
B_Dub
ChS_Std
ChS_Gr
ChNug
Salad_Fu
ll
Salad_Sid
e
Fries_Sm
Fries_Md
Fries_Lg
Drink_
Sm
Drink_
Md
Drink_
Lg
Basket
0
1
2
3
4
5
6
7
MCDBKWendys
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Basket Good Comparison: Med Meal
Items MCD BK Wendys Avg
Burger Standard 4.99 6.09 5.78 5.62
Burger Double 5.69 7.19 6.78 6.55
Chicken Sandwich Standard 5.69 7.09 6.68 6.48
Chicken Sandwich Grilled 5.69 7.09 6.68 6.48
Chicken Nuggets Nuggets 5.39 4.79 5.18 5.12
Combo Med Upgrade 0.00 0.50 0.49
Basket 27.45 32.25 31.1 30.26
1 1.175 1.133 1.103
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Basket Good Comparison: Med Meal
B_Std B_Dub ChS_Std ChS_Gr ChNug Basket0
1
2
3
4
5
6
7
8
9
MCDBKWendys
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Basket Good Comparison: Large Meal
Items MCD BK Wendys Avg
Burger Standard 5.49 6.59 6.18 6.09
Burger Double 6.19 7.69 7.18 7.02
Chicken Sandwich Standard 6.19 7.59 7.08 6.95
Chicken Sandwich Grilled 6.19 7.59 7.08 6.95
Chicken Nuggets Nuggets 5.89 5.29 5.58 5.59
Combo Lg Upgrade 0.50 1.00 0.89 0.79
Basket 29.95 34.75 33.1 32.6
1 1.160 1.105 1.088
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Basket Good Comparison: Large Meal
B_Std B_Dub ChS_Std ChS_Gr ChNug Bund0
1
2
3
4
5
6
7
8
9
MCDBKWendys
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Fast Food Basket Summary
• McDonalds cheapest basket– BK basket 19% premium– Wendy’s basket 13% premium
• No significant basket price difference by individual item or meal.
MCD BK Wendys
Individual 100% 119% 113%
Med Meal 100% 117% 113%
Lg Meal 100% 116% 111%
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Local Advertising: Rochester Market
Advertising Spending (Thousands $/year)
% Total
McDonalds 13,730 47.78%
Wendys 6,033 20.99%
Burger King 293 1.02%
Total 28,737
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Local Advertising vs. Price
MCD BK Wendys
Basket 1 1.192 1.125
Advertising 1 0.021 0.439
0 0.2 0.4 0.6 0.8 1 1.20.9
0.95
1
1.05
1.1
1.15
1.2
1.25
f(x) = − 0.198393899477645 x + 1.20261348483439
Advertizing Spending
Bask
et P
rice
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Operating Margin vs. Price
MCD BK Wendys
Basket 1 1.192 1.125
Operating Margin Q2-10 33% 13.30% 15%
10% 15% 20% 25% 30% 35%0.9
0.95
1
1.05
1.1
1.15
1.2
1.25
f(x) = − 0.848804538830301 x + 1.28030052353434
Operating Margin
Bask
et P
rice
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Overview• Industry Background• Competitive Environment• Government Regulation• Trends• Primary Pricing Strategies
– Bundling– 2nd Degree Price Discrimination
• Quantity Discounts• Versioning
– Advertising• Secondary Pricing Strategies
– 3rd Degree Price Discrimination– Psychological Pricing– 2nd Degree Price Discrimination: Coupons
• Upstate New York Case Study• Recommendations
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Analyst Recommendations
MCD Wendys
P/B 5.54 .91
• Wendy’s Overweight (Buy)– Trading significantly discounted to pre-recession levels– Large room to improve operating margins with new management– High potential for revenue growth by leading new healthy options/small
portions trends
Yahoo Finance
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Firm Recommendations
• Focus on product differentiation through combative advertising
• Consider mergers to raise market concentration (and therefore pricing power)
• If products are well differentiated (they should be!) consider raising price
• Limit persuasive advertising to innovative products (such as McCafe)
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Questions??