To begin production and elaboration of different foods served today at “POLLO LOCO”, we conducted a marked study to find out how feasible would be to enter the market withour main product, the baked chicken. All of our production processes are purely handcrafted.
"Pollo Loco" fast food we specialized in selling roasted chicken. Pollo loco offers grilled chicken toall kind of consumers. The roast chicken is a product of mass consumption and is therefore aimed at all the general public
The social class that most will buy the product is the middle class so muchof the attention of the company is focused on this segment without detracting from any social class can consume the product.
Should mainly be the segment of middle and lower middle class since theeconomic crisis affecting the country, this segment is becoming increasingly broad. This will help increase sales and profits of the firm and achieve a better positioning in the market.
"POLLO LOCO"target will be people between twenty and fifty years of age from the middle class.
To satisfy the palates of all of our clients by delivering the best food made under strict qualitycontrol rules in order to guarantee health and nutritional value to all of our clients. As a business, Stav always looks forward and feels a committed to its collaborators, providers and other peoplehelping us stay a permanent agent of social and technological development in the world.
To become one of the best and biggest chains in the fast food market both at a national andinternational level.
To perform a perceptual mapping, "POLLO LOCO" has found four characteristics, or pillars that give competitiveness of their products, these pillars are:
Taste, Variety, Priceand Service
Our direct competitors are:
• Stav Chicken
• Gus Chicken
• “Encanto” Chicken
The analysis of "POLLO LOCO" in these characteristics shows that good service...