Jeffrey Young Believes That Moves Towards ‘Upmarket Burgers’ Essay

Jeffery Young has this belief that there would be a positive shift towards ‘Upmarket Burgers’ Well I believe this point to an extent as we have approached to the generation; people of all ages go for a healthier option as it has become a trend for all ages. But as the economy improves there would be an increase of income therefore a quality market opportunity. But the Future is unpredictable as we are presently in Double-dip recession as we have no idea how the future is going to be The local Community would go for a Low-Priced but good quality food but the disadvantage would the company GBK may fail as it does not have as many consumers as it is highly prices, overall I conclude It all depends on the Income of the economy. On the hand I have a stronger belief that the fast food Franchises (A franchise is a right granted to an individual or group to market a company’s goods or services within a certain territory or location), in this case it is called the ‘Low-market Burgers’ will not go extinct because the franchises like McDonalds, KFC, Burger King and Subway have the following USP’s (Unique Selling Points). Well it has food at a lower price which they specialise in which is affordable to the local community who do not have enough of income to buy ‘Upmarket Burgers’ at a daily rate. The second reason that they are more recognised as they have a recognisable trademark (a symbol, word, or words legally registered or established by use as representing a company or product.) for Example:- For McDonalds there are the two golden arches which is in the shape of an ‘M’. And also their reputation known world-wide, as they are set in the best locations for these small franchises and services, they are almost found along each mile near a town centre. To Conclude I would say that the franchises like McDonalds, Burger King, KFC and Subway will not go into extinction as the customer loyalty increases through the years whereas the customer loyalty for GBK(Gourmet Burger Kitchen) will have a decrease because of their high quality, high priced products. Therefore, a reduction of GBK stores.