Harvard Case - Roy Rogers Restaurants
"Roy Rogers Restaurants" Harvard business case study is written by William J. Bruns Jr., Patricia J. Murray. It deals with the challenges in the field of Accounting. The case study is 19 page(s) long and it was first published on : Nov 14, 1988
At Fern Fort University, we recommend Roy Rogers Restaurants implement a comprehensive strategic plan focused on revitalizing its brand, improving operational efficiency, and expanding into new markets. This plan will involve a combination of internal improvements, targeted marketing initiatives, and strategic acquisitions to drive sustainable growth and profitability.
2. Background
Roy Rogers Restaurants, a popular fast-food chain known for its signature roast beef sandwiches and Western-themed atmosphere, faced declining sales and profitability in the late 1990s. The company struggled to compete with larger, more established fast-food chains and faced challenges in maintaining its brand image and appeal to a younger generation of consumers. The case study focuses on the company's efforts to address these challenges and revitalize its business.
The main protagonists of the case study are:
- The Roy Rogers Management Team: Concerned about the company's declining performance, they are seeking ways to improve profitability and regain market share.
- The Roy Rogers Board of Directors: They are responsible for overseeing the company's strategic direction and ensuring its long-term viability.
- The Franchisees: They operate the majority of Roy Rogers restaurants and are looking for ways to improve their individual businesses.
3. Analysis of the Case Study
The case study highlights several key issues facing Roy Rogers Restaurants:
- Declining Sales and Profitability: The company's sales and profits were declining due to increased competition and a changing consumer landscape.
- Brand Image and Appeal: The company's Western-themed brand image was not resonating with younger consumers, who were seeking more modern and innovative food options.
- Operational Inefficiencies: Roy Rogers Restaurants struggled with operational inefficiencies, including high labor costs and inconsistent product quality.
- Limited Growth Opportunities: The company's growth strategy was limited to expanding into new markets, but it lacked a clear plan for achieving sustainable growth.
To analyze the situation, we can use the following frameworks:
- Porter's Five Forces: This framework helps to assess the competitive landscape and identify opportunities for growth.
- SWOT Analysis: This framework helps to identify the company's strengths, weaknesses, opportunities, and threats.
- Value Chain Analysis: This framework helps to understand the company's key activities and identify areas for improvement.
Key findings from the analysis:
- Competitive Intensity: The fast-food industry is highly competitive, with many large players vying for market share.
- Threat of New Entrants: The industry has a low barrier to entry, making it susceptible to new competitors.
- Bargaining Power of Buyers: Consumers have many choices in the fast-food industry, giving them significant bargaining power.
- Threat of Substitutes: Consumers can choose from a wide range of food options, including restaurants, grocery stores, and food delivery services.
- Bargaining Power of Suppliers: The company's reliance on suppliers for key ingredients gives them some bargaining power.
SWOT Analysis:
Strengths:
- Strong brand recognition in certain markets
- Loyal customer base
- Unique menu offerings
- Experienced management team
Weaknesses:
- Declining sales and profitability
- Outdated brand image
- Operational inefficiencies
- Limited growth opportunities
Opportunities:
- Expand into new markets
- Develop new menu items
- Improve operational efficiency
- Enhance brand image and appeal
Threats:
- Increased competition
- Changing consumer preferences
- Rising food costs
- Economic downturn
Value Chain Analysis:
- Inbound Logistics: The company's supply chain is inefficient and susceptible to disruptions.
- Operations: The company's production processes are outdated and inefficient.
- Outbound Logistics: The company's distribution network is limited and needs improvement.
- Marketing and Sales: The company's marketing efforts are ineffective and do not resonate with younger consumers.
- Service: The company's customer service is inconsistent and needs improvement.
4. Recommendations
To address the challenges facing Roy Rogers Restaurants, we recommend the following:
1. Revitalize the Brand:
- Rebranding: Conduct a comprehensive brand audit to identify the company's core values and target audience. Develop a new brand strategy that resonates with younger consumers and highlights the company's unique selling proposition.
- Marketing Campaign: Launch a targeted marketing campaign that emphasizes the company's new brand positioning and highlights its unique menu offerings. Utilize digital marketing channels to reach a wider audience.
- Social Media Engagement: Develop a strong social media presence to engage with consumers and build brand loyalty.
2. Improve Operational Efficiency:
- Activity-Based Costing: Implement activity-based costing (ABC) to better understand the cost drivers of each product and service. Use this information to identify areas for cost reduction and improve operational efficiency.
- Process Improvement: Analyze the company's production processes and identify areas for improvement. Implement lean manufacturing principles to reduce waste and improve efficiency.
- Technology Investments: Invest in new technologies to improve operations, such as point-of-sale systems, inventory management software, and online ordering platforms.
3. Expand into New Markets:
- Market Research: Conduct thorough market research to identify potential growth markets. Focus on markets with a strong demand for fast-food restaurants and a growing population.
- Franchise Expansion: Develop a strategic franchise expansion plan to enter new markets. Provide franchisees with the necessary training and support to ensure success.
- Strategic Acquisitions: Consider acquiring existing restaurants in new markets to accelerate growth and gain market share.
4. Enhance Financial Performance:
- Financial Statement Analysis: Conduct a thorough financial statement analysis to identify areas for improvement.
- Cost Analysis: Analyze the company's cost structure and identify opportunities for cost reduction.
- Pricing Strategy: Develop a pricing strategy that is competitive and profitable.
- Budgeting and Forecasting: Implement robust budgeting and forecasting processes to improve financial planning and control.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations align with the company's core competencies in providing high-quality food and a unique dining experience.
- External Customers and Internal Clients: The recommendations focus on meeting the needs of external customers and internal clients, including franchisees.
- Competitors: The recommendations take into account the competitive landscape and aim to differentiate Roy Rogers Restaurants from its competitors.
- Attractiveness ' Quantitative Measures: The recommendations are expected to improve the company's financial performance, as measured by profitability, sales growth, and return on investment.
6. Conclusion
By implementing these recommendations, Roy Rogers Restaurants can revitalize its brand, improve operational efficiency, and expand into new markets. This comprehensive strategic plan will enable the company to achieve sustainable growth and profitability in the competitive fast-food industry.
7. Discussion
Alternatives not selected:
- Liquidation: This option was considered but rejected as it would result in the loss of a valuable brand and a significant number of jobs.
- Merger with a Competitor: This option was also considered but rejected as it would likely result in job losses and a loss of the company's unique identity.
Risks and Key Assumptions:
- Execution Risk: There is a risk that the recommendations will not be implemented effectively.
- Competition: The fast-food industry is highly competitive, and there is a risk that competitors will respond to the company's efforts.
- Economic Downturn: An economic downturn could negatively impact the company's sales and profitability.
Assumptions:
- The company has the resources and commitment to implement the recommendations.
- The company can successfully attract and retain qualified employees.
- The company can effectively manage its costs and expenses.
8. Next Steps
The following steps should be taken to implement the recommendations:
- Develop a Detailed Implementation Plan: Outline the specific actions to be taken, the timeline for implementation, and the resources required.
- Form a Cross-Functional Team: Assemble a team of employees from different departments to oversee the implementation of the plan.
- Communicate the Plan to Employees: Clearly communicate the plan to all employees and ensure their understanding and support.
- Monitor Progress and Make Adjustments: Regularly monitor the progress of the plan and make adjustments as needed.
By taking these steps, Roy Rogers Restaurants can successfully revitalize its business and achieve long-term success.
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Case Description
Roy Rogers Restaurants is a subsidiary of Marriott Corp. which sells franchises to own and operate standardized fast food restaurants. Many franchise owners operate more than one restaurant. One of these, presently operating 16 restaurants and committed to develop 30 more by 1992, has asked to remove the salad bar from some of his restaurants. The salad bar is a unique feature required by Roy's franchise agreement, and allowing its removal threatens standardization of the chain.
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