Company: Bembos

Peru has several fast food chains that compete with the North American fast food chains like McDonalds and Burger king. One of the best local competitors is Bembos. Bembos sells burgers, fries, chicken sandwiches, the usual fast food, but with plenty of Peruvian flavor and style. Bembos is the company that I chose because it’s a successful business. It’s the leader of all the Peruvian fast food restaurants nationwide. Bembos has its unique twist that combines American flavor with our cuisine.

The purpose of this essay is to show the theoretical model, facts analysis and the proposed decisions for the company. If we start with Bembos’ history, Bembos was established in 1988, with its first restaurant opening in the Miraflores district of Lima. Bembos mixes in spices with their meat, giving the patty a distinct taste and appearance. For example, their hamburger called "Bembos a lo pobre" includes a fried egg and fried plantain with the lettuce and tomato. The "Bembos Parrillera" is a burger topped with chorizo.

Bembos meals primarily come with French fries or yuquitas (made from yuca root). As their website states, they can be found all over the Lima area. They also deliver orders to private houses. On the other hand, Bembos has 30 restaurants in 6 cities, mostly in Lima. In July 2007, it had opened a restaurant in the center of Cusco, becoming the first national or international fast food establishment in the city. Bembos has recently opened restaurants outside of Peru, located in India and Panama. Bembos’ prosperity allows it to ask for loans and be able to afford them.

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As I mentioned before they took this advantage and made an investment of expanding its growth in the international market. Bembos’ marketing plan relies on the fact of being always the number one, having propagandas and commercials on TV all over Peru. Their theoretical model relies on its 4p’s, which means: price, place, promotion and product. They focus on having a good location, in a nice and commercial area that can attract people. Bembos places are big and colorful and have a parking lot. They are easy to recognize because of its colors and style.

When it comes to quality, they try to offer, in this case, bigger hamburgers with better quality but with a slight more expensive price than McDonalds, KFC, and Burger King. The strategy they use is by satisfying their costumers’ needs, by having good prices for their big hamburgers and asking for their preference. Bembos is always trying to get better as time goes by. They never get stuck into the same product; they continue renovating their products and offers. They have in mind that people will eventually get bored of having the same products, in this case, each year they come up with a different kind of hamburger, salad or ice cream.

Moreover, they also have a good relationship with people that have power in the government, in order to avoid problems with them. Moreover, Bembos has never had any issues with the environmental people because of polluting the environment and animal cruelty. It’s always very important to take into account, that Bembos should even be considered not only a fast food restaurant, but a restaurant in general, since they just don’t offer hamburgers or ice cream, but they also offer “salads”.

Therefore, that makes them approach for a bigger market, in case someone’s on a diet, they can eat in Bembos too. When it comes to the human resources and financial area. So far, they’ve done such a great job, since it’s never been reported that they’ve had any kind of trouble in those areas. Bembos employees are friendly and they offer to the customer a good service. They are trying to make customers happy when they come to Bembos. In conclusion, the main keys of success for Bembos are: high profits, good quality and service, wise marketing strategy, and good relationships.

Also, they’ve always had a clean reputation, since they’ve never been issued with any person, like getting intoxicated and the like, which makes them have a great image for their costumers. Plus, they have a great staff, the workers are very nice people who make the costumers want to come back, which’s essential, since if we offer a good service, people will want to come back, and it’ll eventually create more sales, which’s essential for all kinds of businesses.

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