TEREMOK LAUNCH IN
LONDON
Oluwatoyin FAJOBI
Corbin HOWARD
Nouf KAYAL
Daria KRASILNIKOVA
Background:
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One of four biggest fast food chains in Russia
Specializes in Russian Cuisine
Launched in 1998
174 outlets in Russia
34 types of blini (crepes)
As well as porridges, soups and various desserts
Has a strong traditional Russian ethnical brand image
Highly popular, not only amongst Russians but also among tourists who visit Russia
• Kids menu – smaller portions
Move:
• LONDON
• AVERAGE LONDONER- TOURISTS
• NO RUSSIAN FAST FOOD IN LONDON
JUSTIFICATION FOR EXPANSION: SWOT
Strength
Weaknesses
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Unique
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Teremok is not well known internationally
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Popular and fast growing sector
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Limited menu
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First crepes fast food in Russia
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Inability for menu change
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Offers variety of choice on menu
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Above average price compare to
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Brand name recognition in Russia
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Marketing rewards
competitors
Home delivery service
Opportunities
Threats
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Expand internationally
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Massive direct and indirect competitions
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New product service mix
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High food costs
Limited demographic range
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JUSTIFICATION FOR EXPANSION:
PROACTIVE
• PROFIT AND GROWTH GOALS
• FOREIGN MARKET OPPORTUNITIES
JUSTIFICATION FOR EXPANSION:
REACTIVE
• INTERNATIONAL CUSTOMERS
• COUNTRY ATTRACTIVENESS
MARKET ANALYSIS: Market segmentation Geographic
Demographic
Psychographic
Our location will be based in the
Teremok can appeal to teenagers,
Due to what we offer (healthy
busy streets of London, in which
college students and adults who do
Russian dishes with a variety of
there are shopping and business
not have strong preferences for
crepes to choose from). We aim to
centres. For that reason, our aim
local cuisines.
target people with a healthy
would be to target average
Age: Youngsters, Business workers,
lifestyle looking for food that is
Londoners to tourists who are
and students. We also appeal to
served quickly, great value and
looking for a quick food services
families with children.
beneficial meals.
that is healthy, tasty and unique, in which our customers can enjoy and
Income: Focusing on Medium income individuals who cannot
Moreover, we target Londoners and tourist who have a fast paced
take a break from their long busy
afford to eat Russian dishes at
lifestyle, who are tight on time, and
days in London. (Shoppers,
fancy restaurants
have busy schedules
business workers, Students
MARKET ANALYSIS: Market size
• In the UK, volume of sales in the fast food market £30 billion
• On average – 1person:156 takeaways a year
• Online ordering caused the fast food industry trend to increase
• Population of London- 8.42 million
• In flow and outflow to London has decreased compared to previous years
• Minority ethnic population is growing relatively faster Growth rate and Consumption
Habits
• Fast food is simultaneously emerging as a problem for the authorities which are concerned on the health of national population • However, the fast food consumption is growing due to low price and convenience
• Easy and cheap food is on demand
• People want healthy food which is not provided by the present fast food chains.
MARKET ANALYSIS: Macro trends
• Different ethnicity that lives in London is growing • The number of visitors and tourists has been on the rise
• Fast food restaurants are doing well as there is a steady demand for it in the UK
• More importantly, the demand for healthy food is increasing
• The emerging middle classes
• The easy and cheap food is on demand
Features of product filling the needs • Different (Unique) food, which is convenient, economical but healthier
• Exotically Ethnic
• The foods offered at Teremok are better in healthy contents and is suitable for the people who want cheap, healthy and convenient food. Market Share
UK Fast food chain
