Proposal Two

And this is the second proposal:

Brand:

Hartz Chicken Buffet

Product Category:

Food and Beverage

Information

- A local restaurant that is famous for it’s “All-You-Can-Eat American Buffet” Promotion.

- It’s all chicken that they got cooked in many different ways.

- Located in three different locations

-       Sunway Pyramids

-       Time Square

-       The Summit, USJ

-       Other branches located in Sabah and Sarawak.

Market situation

Hartz Chicken (M) Sdn. Bhd.

Hartz Chicken Buffet Inc., began in 1972, today, under the new leadership of experienced professional who share not only a vision but the boldness to carry it out and with Mechanism of Franchising, The Hartz Concept was brought to Malaysia in the beginning of 1994. The hard work of our company management and the help from the master Franchiser, Hartz Chicken Inc., USA, our 1st restaurant in Malaysia, the 1st one outside the U.S.A. is opened on May 31st 1995 in Sarawak Plaza, Kuching City, Sarawak with sufficient seatings. 

The overwhelming respond from the public leads to the open of second restaurant on May 17th 1996 in Malacca, West Malaysia. With the on going success of the respond from public, the company have decided to expand further by setting another restaurant which is opened on July 24th 1997 with sufficient seatings. The restaurant is officially opened by Dato' Sen Dr. Rafidah Aziz, Minister of International Trade and Industry, Malaysia, on 22nd September, 1997 in Pyramid Mall, Bandar Sunway, Petaling Jaya, Kuala Lumpur and followed by the opening of the restaurant in Satok, Kuching City, Sarawak.

Presently, we have another restaurant opened on September 29th 2003 at the largest shopping mall in Asia, Berjaya Times Square which is officially opened by the Prime Minister Y.A. Bhg. Tun Dr. Mahathir Mohamad. Followed by Menara Summit on August 10th 2007 and Bintulu outlet on September 5th 2007. 

Hartz Chicken ( Malaysia ) Sdn. Bhd. was incorporated in Malaysia on July, 1994 with its registered principal office at Lot 581, 1st. Floor, Pelita Commercial Centre, Miri-Pujut Road, Miri, P.O. Box 1971, 98008 Miri, Sarawak.

Hartz Chicken ( Malaysia ) Sdn. Bhd. has been growing from strength to strength as evident in its aggressive expansion and hiring of professional personnel to further enhance the Company's aim of striving to become one of the leading restaurant service provider in the food industry.

Our strength also lies with the fact that we have accomplished in setting up franchising since year 2003. The restaurant opened in Berjaya Times Square is our first franchisee opened on 29th September 2003. We are also looking into Brunei franchising and the rest of West Malaysia region to further wide spread our wings. We also attached our products leaflet and restaurants that we have opened.

Issue and Problems

- You never get to see their Ads as much as other competitors like Chicken Rice Shop.

·      Not many people knows about it due to it’s lake of advertising and depending mostly to the “word of mouth” advertising.

·      People might know it’s a chicken buffet restaurant and you can eat all you can but not all of them thought about how it taste before they try it.

Ideas/Concepts

- To show more of what they offer at the restaurant (like different ways of cooking chicken, chicken soup, roasted chicken, fried chicken.. etc).

- To focus also not on the Buffet idea, but also on the good taste of their food.

Citations/References:

- Hertz Chicken Buffet in Sunway Pyramids.

- http://www.hartzchicken.com.my/index.php

Mr. Fauzan approved the choice as there is a room to improve their advertising strategy and a problem that could be solves.