Gioele Rampinelli , Stefano del Bubba

24-03-2015
Service Marketing Minor assignment:

Lecturer: Richard West

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Table of Contents:
Byron Gioele Rampinelli
Mc Donald Stefano del Bubba
Executive Summary, Introduction, Conclusion, comment - Group

Cover
Page..........................................................................................
................1

Table of
Contents....................................................................................
.............2

Executive
Summary....................................................................................
.........4

Introduction...............................................................................
..........................5

Positioning

Byron.....................................................................................
..................5

Mc
Donald...................................................................................
.............6

Comment...............................................................................
.....................8

Promotion
-

Byron
.8

Mc
Donald
..9

Comment
.10

Product
-

.Byron.....................................................................................
...................11
2

Mc
Donald
.12

Comment
12

Place
-

.Byron
.13

Mc
Donald
..14

Comment
..14

Price
-

.Byron
15

Mc
Donald
.15

Comment
..16

People
-

.Byron
..16

Mc
Donald
17

Comment
..17

Process
-

.Byron
..18
3

Mc
Donald
..18

Comment
...19

Physical Evidence
-

.Byron
19

Mc
Donald
.21

Comment
..21

Conclusion.................................................................................
.............................22

Referencies................................................................................
............................23

Appendix...................................................................................
....................25

Executive Summary:
The aim of this essay is to analyse Byron Burger and Mc Donald through le lenses of their
marketing communication and 7Ps framework approach.
The two companies are well known thanks to their hamburgers but they present many differences
beside the main product and even in that itself.
While Mc Donald is very affordable with a majority of child client, Byron is seen and positioned as
a substitute for casual-dining restaurant where young adult, among others, can have an enjoyable
dinner. In Fact they are tend not to be disappointed by the overall experience because of Byron high
concentration and ability to provide the best experience possible for their clients.
Byron main promotional investment is in their restaurant: From the architecture to the product
passing through the employees training; everything is made to promote itself inside the restaurant
rather than advertising outside, as McDonald does.
In fact, Macdonald invest huge amounts of money in advertising and customers will be appealed by
those advertisement and price saving more than by the overall experience.
Advertisement at Mc Donald are standardize for each country as well as its products are
standardized in all the world. To do so, they utilize a highly mechanized process which allows the
product to be cooked in a record, uniform speed in all the world.
Furthermore McDonald has created a huge range of product in order to appeal the mass market.
The style of Byron consist in bypassing standardization and in concentrating more on differentiation
- neighbourhood localization - making every restaurant unique and valuable. Its bringing the
best food quality possible and reducing its menu to a simple and small range of product so to better
concentrate in few products making them at best.
We can therefore state that services are complex entities which, even when providing similar
benefits to customers, presents itself in different manners and shades, which are evaluated by them
consumer - on more levels whom will determine what a service really Means.
So ultimately the power of defining a brand lies in consumers mind, whilst Marketers can try to
shape by the same means consumers use to define the Service Provider the 7 Ps.

Introduction:

The aim of this essay is to analyse Byron Burger and Mc Donald through le lenses of their
marketing communication. In fact we are going to outline several dimension through which the
brands identity are perceived by consumers, therefore defining their Brand Knowledge and the
relative Brand Equity. These dimensions are the 7 Ps, or Marketing mix, of Service Marketing
whom perception ultimately determines the positioning of the brand in consumers mind.
Through the text it will appear how these two similar services are, instead, really different; and
how these differences lead them to conceive different ways and approaches to tackle consumer and
Advertising& Communication Strategy. The Socio-Economic framework of this analysis is
definable as being in tatters over the past few years, despite so the annual growth of the fast food
industry has been 1.7% since 2009.
It was reported last year that the fast food industry is worth 96.1bn (116bn, $160bn) to the UK
economy.
That's enough for over 33 billion Big Mac burgers or Much less Byron Classic.
Every year, Britain's spend a whopping total of 29.4bn (35.4bn, $49bn) on fast food, says a
survey from VoucherCodes.co.uk.
.

Positioning:
In order to analyse Byron and Mc Donalds Marketing Mix and compare these two Businesses we
need to understand, first, their respective Positioning criteria

Byron
When in 2007 Byron Burger was entering the UK market it had to face an critical Positioning
Dilemma. It would have been risky to enforce a similar positioning strategy to Burger King and
MacDonalds, so Byron Played very smartly and effectively. Indeed, Byron acted very Creatively
and tried to walk a new Path: to create an entirely new category of casual dining: gourmet
burgers.( as per Peter Thomson > Brand Strategy > Creating a new product category)
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In this way they are still competing with e.g. Mc Donald but not in a Direct way . Byron is a pioneer
of this category and have helped position the category of gourmet burgers inside the broader
category of casual dining and restaurants (rather than the category of fast food). This position
within a new category is fundamentally important for Byron. As a result, other new companies felt
encouraged to enter the category. seeing the opportunity of a fertile market, on which to grow rather
than fight.
This positioning determine the biggest differences between Byron and Mc Donald and have deep
influence over all the elements of Byron 7 Ps.
Byron Communicate its positioning to consumers through various means and channels, especially
by below the line techniques as its physical presence and tangible evidence, among others analysed
below.. in the Byrons case positioning the service in the right spot of consumers mind results more
from customer actual experience of the service, or of its evidence, rather than from conventional
advertising efforts.

Mc Donald
McDonald has position itself as a low cost restaurant in the fast food sector,
A narrow scope for a customer base and a low cost strategy made it one of the cheapest fast food on
earth with the recent consequence, for public opinion, of resulting a low quality restaurant. In order
to resolve this problem and recover a loss of sales, it has reposition itself changing image focusing
on a healthier option as fast food.
However it is still positioned as a family friendly and low cost restaurant in the fast food business.
Families are very important for McDonald as we can see from the segmentation of its customers:
McDonalds made market segmentation mainly according to age and life stage, its main customers
are "Children" and the company pay a great attention in developing their loyalty by advertising
principally the "happy meal' menu concentrating the focus on the surprise contained in every menu.
In order to be appealing and to boost customer loyalty every menu has a different present, all of
them being part of a collection which will be available for a limited time, this ensure that customers
will be willing to come back in short period of time in order to complete the collection.

The uniqueness and the high standard of the presents is assured by McDonald by making contract
with important companies as Walt Disney which will help to defeat competitors and have always a
new and up to time present in the Happy Meal menu.
Furthermore, Instead of focusing on the single product for segmentation, MacDonald has decided to
improve focus on people, employing "segment managers" responsible for matching tastes of their
target group of people as Women, African-Americans, Children, Asian, exct. with relative products
and marketing campaigns.
For example to create and marketing their South-West Chicken salad for general market in US,
segment managers had been crucial:
Each segment teams create a positioning profile for the product, then creative teams use this to
create adverts targeted to relative customers profiles.
They have placed in the salad a core variety of ingredient in order to be appellant to the general
market, they have focused on Latins tastes and flavours, a strong dressing has been designed to
better matches the tastes of African-American community cause this precise segment is less incline
to consider a salad as substitution for sandwiches, and for the Asian segment they have advertise it
emphasizing the new taste of the salad and its large variety of ingredients.
This collaboration has created a new salad and an advertisement which was concentrated on the
possibility of being a substitute of normal sandwiches thanks to its variety of ingredients which
created new taste and therefore being appealing to Latinos, African-American and Asian community
and also to a general market in US with its large range of products.
MacDonald also focus on geographical segmentation, precisely, the company understands that there
are specific eating habit and cultural background in different geographical regions and understands
the importance of analysing those differences in order to be successful where the differences are
more marked.
For example to enter in the Chinese market, after a first not successful attempt, it had to review its
menu to better match Chinese taste therefore Macdonald has changed its strategy bringing much
more chicken products which Chinese population are more likely to eat than beef. This change,
directly caused by a geographical difference, helped McDonald to stay in Chinese market
successfully and improve its development and learning process.

Those adaptation are made possible by a constant information and data collection from every
restaurant which are crucial to help managers understand how to market a product.

Comment:
After a first overview of Mc Donald and Byron respective Positioning we can see how despite
selling the same product they are perceived, and want to be perceived, by consumer as different
Restaurant Concept. Fast Food VS Gourmet Burger whos going to win?! Consumer will vote
with their wallets.

Promotion:

Byron
The heart of Byrons Promotion strategy is meaningfully outlined in Gondolas Group 2013 Annual
report: << We have built a business of genuine soul and personality, underpinned by our values of
simplicity, quality and authenticity. All of our activity is focused on raising awareness and
developing the brand, telling our unique and compelling story, whether through restaurant
experience, design, menu innovation, press activity, restaurant launch marketing or brand
partnerships.>>.
Byron burgers promotional mix implies a varied set of techniques, which can be divided in two
broad categories, Below the Line and Above the Line Marketing Promotion,
Talking about Above the line Marketing, as per Conventional, paid to media owner and agencycreated advertisements, we can observe that when Byron engage in such practices - posters, or
outdoor advertising, no TV or Magazine - is keen to provide a vague, but interesting and eyecatching, piece of information or feeling, which would intrigue the consumer; thus providing a
shady perspective over the brand identity but without focusing on any single dimension or feature
of the 7 Ps, considered as more precise positioning criteria.
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This second purpose is, indeed, left to the physical evidence and other below the line elements,
which we will comment later on.
We can see a strategic move in this perspective. Indeed, Byron use Intriguing and captivating
communication forms to get the Attention and, perhaps, interest of consumers and then they leave
them the chance to experience and feel in first person what he/she has been exposed to. In fact, the
each Individual store and experience will guide them to identify the precise positioning and the
particular characteristics attributed to each Ps. This approach its economically really valuable and
ensure there are no uncovered biases between marketing communication and consumer perception.
In fact, the Identity communicated through outdoor marketing initiatives is too shady and general to
be misunderstood; theres nothing more to understand than something cool and innovative is
happening. If then, there will be some relationship between the service and the new customer, that
will be a real relationship among physical evidences and people and it will be almost fully traceable
and controllable. So we can see How Byron try to walk the path of AIDA Model exploiting a so call
Through the line marketing program, combining various elements and apportion from marketing
knowledge/intelligence to get to consumer action, satisfaction and loyalty.
Furthermore, Identity and Positioning Communication through Below the line Marketing
techniques includes Direct marketing initiatives like - Byron burger club - Social media marketing
campaign and extensive use of Public Relation and Publicity..
The Byron burger club and the social media marketing Campaigns are practices aimed to engage
consumers in a dynamic relation with the Brand meanwhile presenting products and some physical
evidence of the service ( stores pictures, employees, etc). Through PR and Publicity, instead,
Byron aims to tell its story and tries to communicate its value proposition in the clearest way
possible in order to create a solid image and brand Knowledge among the general Publics. This last
Practice can be the most specific in characterizing the 7 Ps and could possibly cover them all
depending on the focus of the article/mention. The turning point, so far achieved, is never ever
loose consistency in this enormous amount of information released.

Mc Donald
McDonald exploits all channels of promotional mix utilizing principally an above the line strategy.
The corporation has a huge economical power and a history of successful marketing campaigns,
which made McDonald one of the top ten companies for brand awareness in the world.
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McDonald markets its brand exploiting all its power on TV, radio, cinema, online, poster sites and
in the press (newspapers, magazines).
Humanity is a central feature in McDonald recent marketing campaigns, it is mainly important to
face its on-going changing process being more social friendly and healthy, restoring its centrality on
happiness.
This features are encountered in its advertisement campaign on television pay with love" during
the 2015 Super bowl, in which it is shown how in restaurants it was possible to get a burger for free,
by paying with loving acts like hugs or saying to a relative that you love him.
This advertisement is focused on the fact that for the company is more important to make the
experience happy and lovely for the customer than the profit itself.
Another huge investment is reserved for sponsorship, MacDonald sponsors sport events like 2014
winter Olympics of Sochi or 2014 world cup in Brazil and 2015 international EXPO "nourishing the
planet" in Milan.
Those sponsorships are chosen for their relation with an image of supportiveness, healthy and
quality food.
However they continue their "old style" promotions price centred trough their "10 day promotion"
like the famous pay 1 and get 1 free, and also new ideas like the "come to McDonald in pyjama and
you will have breakfast for free".
MacDonald has also a quality menu which consist in a monthly renewed menu giving an always
new refreshing taste in order to satisfy gourmets customers.

Comment:
The main difference between the two regarded companies promotional mix is that Mc Donald is
deeply involved in every kind of promotional tools, thanks to its enormous budget allocation
possibility, wistl Byon walk a different path. In fact, Byron rely much more on Below the Line
Marketing Technique and over its strong and innovative brand identity, communicated with much
smaller, but yet effective, budget.

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Product:

Byron
The product (hamburger) and its superior quality is the main value proposition of Byron Burgers, as
they clearly communicate through their Slogan: Byron Proper Burgers.
Proper, so something as its supposed to be done, hence, simplicity and good quality are the main
drives guiding Byrons expansion. Stealing some words from the Founder Mr Byng: It doesnt
need pineapple or Thai red curry sauce. A great hamburger is the classic hamburger that you find all
over the States: good beef, soft bun, simple toppings, cooked properly.
Indeed, The beef come from small farms in Scotland and is delivered daily, the burgers are ground
fresh every morning and due to the menus simplicity and shortness, everything (bar the ice cream)
is made on site.
Furthermore, This high quality value proposition and the attention to customer experience is
somehow protecting Byron from an hypothetic consumer driven healthy kick.
This is, hopefully, true to the extent to which consumers would allow themselves the treat of a
tasty Burger when the guilt is taken out from it by good quality ingredients, a pleasant atmosphere
and ambience as well as superior customer service and experience.
Byng keep explaining that the rationale which guide Byron Menus formulation is, again, simplicity
and quality. In fact, <<There's no point in trying to cover everything on a menu, you'll just end up
with everything being average.>>. The aim here is do few things, but do them really well.
Nevertheless, Byron does offer variation to its menu. In Fact, They make a very smart and
successful use of of product innovation and extension designing and launching limited edition
burgers periodically,, as well as two different kind of crafted beer: Byron Lager, Byron Pale Ale.
In this way they are able to stick to their vision while also exploiting the possibilities hidden in
different roots.

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Mc Donald
McDonalds product range design is focused in being appealing for a mass market, offering a large
variety of products in order to allow the majority type of clients to be satisfied.
An entire new breakfast product range has recently been made available through new McCafes
store to attract customers which were leaving to other fast food as Starbucks.
Precisely its product range varies from burgers to chicken sandwiches to chicken Mc nuggets to
apple pies to soft serve ice cream to apple slices. Along with the beverages, which range from soda
to milk to apple juice to water to coffee. It is also important to point out that McDonald just
introduced a Vegetarian Menu.
McDonald fights to offer a standardized service worldwide, everywhere it is possible to find the
same typical McDonald product with the same quality, this is the expectancy of the customer and
this is what its Brand Identity requires.
Strict and blind standardization from the franchisor however is not always the right choice to face a
changing market. This is why MacDonald also gives franchise a little of local control and a gap for
creativity. They are given the autonomy to adapt products to better respond to the market and gain
shares, while the corporation maintain the degree of standardization and quality control.
This process has been improved in geographic regions where the culture and habit behaviour are
very different from the usual American one. In those places McDonald adaptability is remarkable
and allows the company to overcome huge cultural differences. Indeed It continues to improve its
worldwide brand awareness also without its famous and celebrated products, like in India or in
china where McDonald do not sell its flagship product: the Big Mac.

Comment:
We can identify another major difference between Mc Donald and Byron at a product quality level
as well as on a product range level. In fact, Mc Donald product strategy is to offer an acceptable
quality in a rich variety of tasteful alternatives; instead, Byron Focus on a limited range of High
Quality Products.

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Place:

Byron
Place, hence the distribution network, is another fundamental dimension to be addressed properly as
a multiplier for all other aspects of Byron service marketing mix.
In fact, as the products must be appealing to customer it must also be accessible. Addressing all the
consumptions situations by a strategic location of stores is critical for the success of a business.
Indeed, the Place dimension of a service can be determinant for the performance of stores and can
even assume greater importance than the product itself and value proposition. This doesnt mean
that a firm can conquer the market just through strategic placement of outlets, regardless the product
and value; nevertheless, it does mean that choosing the wrong place can, and does, determine the
failure of a single business unit, even if the business in general is healthy and meaningfully
positioned in consumers mind.
In fact, An example of such framework is provided by Byron. As we mentioned, Byron Brand is
generally well accepted and positively perceived and, so far, he suffered just from one real hiccup.
This episode consisted in the restaurant in Guildford closing out business swiftly after its opening.
The unfortunate Guildford venue is a perfect example of failure due to a placing error : We chose
the wrong bit of town. as Tom Byng Commented.
After this experience Byron and its management team learnt the lesson and they are now enforcing
a more strategic perspective over the location of new stores. Now Byron makes sure each site is
close to some form of entertainment, so to be able to exploit its valuable brand where and when
consumers are most keen to participate with it, for example in a pre-cinema, mid-shop or post-pub
consumption situation. Furthermore, The link between Byron consumption and other service
participation (shopping, cinema, pub) can improve brand recall and awareness in the mind of
consumers who will be keener to recall also Byron when thinking to the associated service.

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Mc Donald
McDonald reserves a very strong attention on placement, Place has been considered as the most
important P of the marketing mix.
through its numerous locations throughout the world it is possible to reach the 52 million customers
a day which make McDonald world leader in the fast-food industry.
McDonald is proud that Nearly 50% of the U.S. is less than three minutes away from the nearest
restaurant, this prove its leadership in customer satisfaction.
In order to have the best strategic placement, the company reserve for itself the final choice to place
a new restaurant, bypassing and improving the franchise choice through accurate study carried on
from the McDonald University.
Anyhow McDonald is willing to be present in every strategic commercial hub to boost even more
its popularity making the restaurant an advertisement itself.

Comment:
Both the company analyzed understand the fundamental value of strategic placement and act with
respect to their financial power and positioning - price being particularly influent to this point. This
means that Mc Donalds high budget, brand awareness and recognition along with its low price
allow a really aggressive expansion and transform almost every crowded location in the Perfect
spot for a Mc Donald store. On the other hand Byron have to use a more careful touch strategically
thinking were its brand awareness can be better exploited and where its not-too-affordable price
would be accepted.
In simple terms where you can find Byron, youll definitely find Mc Donald, but where you can
find a Mc Donald you may never find Byron.

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Price:

Byron
Byron use price to differentiate its service from low end fast food, identifying its business venture
as a upmarket casual dining chain. This claim is supported by great product and service quality
which, in turns, guarantee a distinctive positioning in consumers mind as Gourmet Burger, a valid
alternative to a full restaurant experience, not to fast food. In this way, even with a cheapest burger
of 6,95 , Byron is not considered an expensive fast food but rather an affordable restaurant with
general expenses around 15/17 per head . Interestingly we can note the thoughts of the founder
which refers to hamburger as the Ultimate comfort Food: <<This is perfect austerity food. What
do you turn to when youre a bit miserable? Stuff that isnt super-healthy. A hamburger is the
ultimate comfort food.
This perspective over pricing resulted as a winning choice and Ironically, for a casual-dining chain
branded upmarket, Byron appears to have thrived in the economic downturn, with its prices seen as
preferable to a full restaurant experience, while its menu of comfort food offered an easy treat for
the economically anxious.

Mc Donald
Thanks to a huge economics of scale and a high technologized cooking process McDonald has
made of price strategy one of its competitive advantage.
It is so cheap that its McDouble burgher gained the title of the 'cheapest and most nutritious food in
human history' from the Telegraph newspaper.
The pricing strategy was been founded to attract middle and lower class society.
A continuous and on going innovation has allowed McDonald to create some new pricing strategies
as the "Dollar menu" in response to the recent crisis. Low pricing strategy indeed helped the
company to gain market shares during the recent economic crisis. MacDonald also committed itself

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to not increase prices more than 1% despite the increase of food cost during lasts years, thus
retaining price-sensitive customers.
Moreover the majority of advertisement on all the channels for normal products and fix term
promotions are centred on pricing, emphasizing its importance as much as the product itself in
majority of the time.

Comment:
Indeed, we can note how Mc Donald and Byron totally differ on a pricing level. Hence, their
respective communication of this feature differs consequently. Mc Donald, as mentioned, strongly
emphasize its low-cost competitive advantage through promotion and by embracing it in its value
proposition; instead, Byron is not Mentioning at all the price of its products, besides in menus and
some press mentions, In Fact, Byron Value proposition and Vision focus on High Quality products
and service And with quality comes price and if you know it you expect it, if you dont, youll
discover it while you are comfortably sit in a really nice Environment Waiting some tasteful and
quality food...all of which will simplify the process of accepting it.

People:

Byron
Another critical element of services marketing mix is to be find in People. the reason lays in the
fact that the service provided is intangible but managed by tangible people. Therefore, we can
see, how those actors become what a customer is capable to perceive and evaluate straight forward.
People behaviour and their attitude must be 100% consistent with the other element of the MKT
mix due to the ease, for consumers, to transfer dissatisfaction from an evidence - People - of the
service, to the service itself. Thats why it has been so important, for Byron, to develop a team of
hamburger obsessive! Byron Management has been putting strong emphasis on the importance of
having a distinct culture, based around sunny smiles, high standards and a diverse range of
engaging personalities, all focused on doing things properly.

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This commitment was positively recognised by including Byron Burgers in The Sunday Times 100
Best Companies To Work For 2013. During the same year the company also introduced a Senior
General Manager Programme to identify and develop talent from restaurant to operations, as well as
a business coaching programme. A further important practice adopted is the empowerment policy
with respect to Store GMs - from store design and lunch arrangement, to customer satisfaction
surveillance and reinforcement. Indeed, GMs must be really passionate about what they do, and
about Byron, and they are requested to be extremely picky and focused on customer experience and
satisfaction. Feedback cards are presents in all our restaurants, and our GMs monitor these to make
sure customer satisfaction is reached at any time and in the case of problems they are able to go
ahead and deal with these.

Mc Donald
McDonald goal of human resource is to create a vibrant working environment for staff and
managers not only to have satisfied workers but also to create a chain effect where customers are
directly and positively influenced by employees increasing thus loyalty to the brand.
In order to represent at the frontline the brand and give a good impression, service employees are
trained in customer service, food handling and preparation in the Hamburger University (HU)
which has campuses worldwide and provides training for employee to improve proficiency to
manage the restaurant and it provides also opportunities for managers and would-be franchisees to
develop a business and improve managers skills through a dedicated facility.
Training as pure McDonald style is standardized globally.

Comment:
The differences in approaching People dimension at the two firms are determined by the different
process those people have to support. In fact hard skills change depending on the function and
responsibilities each persons holds. Although, soft skills required, the ones to which customers are
exposed, are quite homogeneous throughout both services.

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Process:

Byron
Processes are, of course, another cornerstone of a successful service business. Prerogative of these
feature, as per all others marketing mix element , is the consistency with the value proposition and
positioning of the firm. In Byrons case processes are thought to be as simple and effective as
possible, as we have seen regarding the menu formulation. in Fact, by concentrating all efforts
around few Milestone, as Excellent customer service and proper sandwich cooking and design, its
easier to guarantee such dimensions over and over, consolidating brand value and consumer
satisfaction. Superior customer service at Byron implies the waiter/waitress welcoming the
customer, once entered in the shop, and then being extremely polite and precise in attending their
needs while theyre sitting so to ensure an enjoyable experience.
Well thought and enforced Processes, moreover, are fundamental to allow the organization to
achieve its objectives and promises. In fact without a functional process, theres no action and
with no action theres no service but just a bunch of fine marketing terms and an amusing story.

Mc Donald
A high focus on managing operation is what enabled McDonald to be realized as we know it.
The company serves globally the same food at the same record speed and is all a matter of process
alignment.
McDonald serves its food very rapidly, and with a high hygiene and food safety standards. The
kitchen is usually visible to customers while being served and this allow transparency while a high
degree of process standardization increase efficiency and decrease differences of product through
the many restaurants in different countries, furthermore it allow the food to be as uniform as
possible everywhere reducing any type of risk which could be caused by cooks.

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Cooks indeed are not really cooking but just attaining to strict process guidelines and safety
regulations to treat food. These standardized processes eliminate all kind of human error to a better
advantage of the final result.
This feature allows Macdonald to make even global marketing campaigns cause the standard of
quality, speed and product similarity ensure that in every part of the world advertisement are always
recognizable and related to McDonald brand.

Comment:
Processes in Mc Donald and Byron are completely different in every aspect and on every level:
from The cooking process to the attending routine. In fact where the first is atomized and just
controlled or enabled by some human effort, the second consist a real and old fashioned chef
and grill relationship. When comes to the waiting staff routine and responsibilities, we can note a
much compelling and complete workload and effort of Byron people, given the nature of a
restaurant waiting policy against a fast food one.

Physical Evidence

Byron
physical evidences, as we know, are a critical point in a service based business. in fact, is through
sensory aid that the service provider is able to bring to life and to allow the consumer to feel and
make sense of the nature and quality of the service provided. Consequently its of fundamental
importance to maintain consistency between value proposed and the value perceived by clients as
arising from physical evidences. Inconsistencies could lead to customer dissatisfaction and biased
understanding of the brand generating, in turns, negative word of mouth and diminishing brand
equity and customer loyalty.
Byron Burger has given strong emphasis to this feature and it has been able to play the card of
physical evidence extremely well and successfully. Indeed, cleverly using this element of its
marketing mix, Byron has managed to create a consistent communication of its value proposition
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and identity in an Innovative way. This grants them what we can identify as a distinctive
competitive advantage: a special and customized restaurant experience in each of its store, whilst
maintaining consistency of purpose and value.
In fact, each of Byrons restaurants is designed Individually, as mentioned by the founder in an
interview for Hamburger Me.
Of course that means a heavy load of work, but on the other hand it assure a unique and ,
communication-wise, meaningful experience in whichever Byron branch the consumer participate.
Its approach to design is one part consistency, one part flexibility. The visual glue is provided by the
contemporary expression of retro American graphics that shapes the menus, clothes and other
collateral, along with the typical urban-chic interior being the common theme across stores layout
and furniture.
<<The design, in combination with the brand not taking itself too seriously, gives Byron a
personality thats easy to like. It also ensures there is a common thread across all the restaurants a
consistency that liberates the decor.>> as JAMES JOICE, CLIENT DIRECTOR, JKR, state in an
article on the Marketing Magazine
We are experiencing an overload of homogeneity of British high streets business venture and,
although Byron represents another dreaded chain, it is a much more welcome presence because of
the uniqueness of expression in each single unit.
<<The design is sympathetic to its surroundings he, Joice, comment - exposed brick and
distressed furniture in Islington, while in Cambridge its positively glossy. Less a corporate
imposter, Byron feels like its part of the neighbourhood.>>
Nonetheless the Neighbourhood customization of each shop, all the outlets hold certain
commonalities: << a gritty, scaled-back aesthetic which can be placed somewhere on a spectrum
from urban-chic to shanty town, an emphasis on brand autonomy, risqu simplicity, and an aversion
to association with the corporate market.>> (Byron, Brewdog, and the recuperation of radical
aesthetics JONATHAN MOSES 10 May 2013)
Visually, the more extreme examples can be found in the faade of Byrons Upper Street outlet. In
fact, The

scrubbed down facade thought to artfully expose underlying brickwork amidst

degradated plastering, with a battered wood divider separating its ground and first floors is
emphasizing the mentioned concept.. The latter is emblazoned BYRON in graffito reminiscent of
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old industrial architecture. Inside, exposed light bulbs and incohesive reclaimed furniture
complete the style. The effect which comes out is ambivalent: << declaiming RAW FOOD
EXPERIENCE through its grubby, no-nonsense vernacular, yet simultaneously soliciting attention
for its stylistic deviance>>. (JONATHAN MOSES 10 May 2013)

Mc Donald:
Macdonald physical evidence is standardize in all the country it make business, it utilize an
homogenous look for both decor and staff uniform across all the countries.
It has recently changed from strong colours as red and yellow to more soft and "healthy-like"
colours as green and yellow,
The company has chosen to reposition the brand to be seen as a healthier fast food. The reposition
gave to McDonald a diverse interior design which is made to make feel customers calm and
comfortable and happy in a more comfort-like and chilling restaurant.
To attract their principle clients "children" many Mc Donald got playgrounds which are also
standardized with models and colours to be unique in McDonald's restaurants.

Comment:
Mc Donalds physical evidence perfectly identify the standardization and globalization perspective
of the American multinational as well as its value proposition as safe and known companion.
This perspective is clearly clashing with Byron Vision which enforce the highest form of
differentiation. In fact, through its physical evidence, it shades every single shop in accordance
with the surrounding lifestyle, therefore providing a unique and valuable experience each time.
Nonetheless Consistency is preserved in Byron, too, as we enlighten in our analysis.

22

Conclusion
Trying to rep up our analysis in a meaningful conclusion we can say that
From a marketing point of view McDonald is very strong. This old company has always been
able to market itself at its best and like other old companies its image became so strong to be seen
almost as a part of the American culture and history of food. In fact it is considered that due to its
grandeur is quite impossible for McDonald to fail .
Its strong and constant advertisement have always made the product much more appetizing than
what you can actually find in the restaurant. This strategy is socially accepted also because it
encounter the expectation of the customers.
However through those advertisement MacDonald has been able to boost the business constantly
creating a very strong brand identity which people are aware of.
The happiness and easy-way atmosphere which MacDonald has created have made possible for the
clients to bypass the quality of the product to be more concentrated on enjoying the experience of a
McDonald restaurant at a really convenient price.
Byron is very different from this point of view, it dont advertise itself so strongly, it principally
relies to its power as independent restaurant to build loyalty customer through its personal,
service, physical evidence and quality product.
In conclusion we can state that those businesses represents two very different, but yet successful,
food-business model, one relying on quality and below the line marketing and the other relying on
massive advertisement and low cost leadership..
The final decision of whats best lies in each individual consumers personality and priorities

23

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