Restalia
Group, the owner of 100 Montaditos and La Sureña, has launched a new franchise
called The Good Burger, aiming young customer, offering their local as a social
meeting point. The brand will compete with McDonald’s and Burger King, but
leaving the children out.
Morrison’s
agency is the one in charge of the positioning of the brand, the branding and
its strategy of communication.
On a first
stage, The Good Burger (TGB) will open a total of 10 locals in Madrid,
Barcelona, Valencia and Sevilla throughout this year, heading to a total of 100
locals during 2014. The new brand has developed its positioning strategy under
the name of “massclusive”, defining its service and product as an experience of
quality, unique and exclusive with lower prices than te usual of the market.
The
strategy of communication has been developed under the thought of combine the
American burger models with the habits that characterized the Spanish public, especially
when it comes to socializing on meal times.
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