Amy's Drive Thru Case Study

1042 Words 5 Pages
Kevin Ratz
Prof. Kim
Marketing Research
Out of Class Assignment 1
Firm Analysis
Firm: Amy's Drive Thru (Owned by Amy's Kitchen)
Industry Overview: The fast food industry began in 1951 with the introduction of, the most popular fast food chain to date, McDonalds. Since then the industry has become international with a current revenue of $570 billion USD. But, majority of its revenue is generated within the United States. The United States contributes $245.4 billion USD to that overall revenue with 208,210 businesses. Here on out we will focus on the domestic market of the fast food industry. The main leaders within this industry include McDonald's (15.2% of Market), Subway (4.6% of Market), and Yum! Brands Inc. (8.4% of Market). Over
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This has brought a great amount of brand awareness. Supposedly, they have sold half a million veggie burgers in their first year, and sell about 525% more shakes each day than originally projected. This proves that this business has an immense amount of potential. Their financial and sales information is currently unknown. It is known that Amy's Kitchen's revenue is roughly $500 million USD. The new restaurant opened by Amy's Kitchen has potential.
SWOT Analysis:
Innovation: The company is a pioneer and can capitalize on the health based innovation it is bringing forth to the fast food industry.
Building Awareness: Over the past year Amy's Drive Thru has blown up in the media. With multiple news outlets covering them brings awareness and interest their way. This has the capability to pull in customers and generate a greater demand.
Already Established: Amy's Kitchen has been a name in the food industry since 1988 and has a currently a revenue of $500 Million. Having the money to expand their organic company proves that they must have money to open more restaurants and manufacturing facilities across

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