4fingers is a revolutionary concept in fast food: the company provides hot fast food delivered via a kiosk. It is a self-serve system, eliminating long waits at lunchtime. This paper provides a marketing plan and rationale for 4fingers. 4fingers is currently based in Asia but could see an upsurge in popularity worldwide, thanks to the needs of time-pressed consumers.
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fingers Crispy Chicken: Fast food delivered by kiosk
Distributing service
One frequent complaint people have about fast food is that it actually is not very fast. During very busy times of the day, people have to wait precious minutes to obtain their lunch when they could be eating, doing errands or using their lunchtime more productively. 4 fingers Crispy Chicken is a self-serve kiosk that delivers hot, fast food quickly, affordably, and deliciously. For students and businesspeople eating on the go, this kind of a meal is an ideal way to eat something more balanced than a soft drink and a bag of chips from a vending machine.
Self-service has grown increasingly popular in our culture. It has spread to everything from supermarkets to gas stations to even personal hygiene products. Hot fast food is a logical extension of this service. Customers can gain a sense of power and mastery over their time while still getting a satisfying meal. Of course, one potential problem with the service is that when individuals are not pressed for time, the service may be under-used. That is why 4 fingers kiosks will offer discounts to consumers who buy prepaid cards to use the machine during off-peak hours (much like a train service) which will encourage frequent traffic. Also, issuing bundled prices will generate customer loyalty.
Given that the target market is extremely young, it is also hoped that the 'cool' or novelty aspect of this unique way of purchasing food will attract consumers. Much like a new wave automat, younger consumers will enjoy being able to purchase their food via a computer-like device. Young people already have a high comfort level with technology and this machine provides just the type of food they like quickly at a touch of the button.
For a food-based store the physical presence of a kiosk is obviously important in terms of the 'petals' of service model but given that young people are the focus, electronic methods such as a website are critical components of the promotional model.
Promotion and education
Promotional program: 5Ws
Who: Twenty-to-thirty-year-old consumers who place a high priority on saving time when dining out.
What: Hot, fast food with a special emphasis on crispy fries, chicken, and tofu dishes popular with the target market.
Why: People are increasingly time-pressed in modern life.
When: Fast food available by kiosk on a 24-hour basis.
Where: Areas highly trafficked by young people in cities, near large businesses, near urban schools, or other major metropolitan locations where long lines at lunch counters are likely to be a problem and where people have somewhere to eat their food after purchasing it from a self-serve kiosk.
Given that young people are the target of this marketing campaign, using the Internet and an interactive website to inform consumers of this new service is critical. Facebook, Twitter, and other sources of social media will be vital components of the platform. Creating a relationship with a brand is necessary to attract consumers of this demographic group. Also, with fast food, the goal is always to have strong repeat customers: people who eat fast food frequently drive the bulk of a company's profits. 4 fingers is dependent upon high-volume sales. This is why it is so important to offer discounts based upon frequency of use.
4 fingers current target market is in Asia, specifically Singapore, the Philippines, and Indonesia. Each menu is specifically adapted to the nation's palate, although all three nations have a strong demand for chicken and the types of foods showcased by the kiosk, ensuring that the food is both desirable and familiar when viewed and thus encourages consumption based upon immediate gratification for foods high in salt, fat, and flavor. Fast food is often an impulse buy and the less the wait time and the time for reflection, the greater the likelihood of purchase. Finally, despite the fact that there are growing concerns about obesity worldwide, being able to purchase fast food without human interaction takes away any possible 'shame' component due to a human presence. People can buy as much fast food as they want in private.
People
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