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Food quality and freshness are often expectations among multiple consumer segments in the fast food industry. The map positions Arby’s where consumers perceive the attributes of products to lie, on the health and quality continuum. Consumers only claim to want healthier choices. (Harvey, 2017, para. 3) what they really want is value, speedy service, taste, and freshness. By acquiring 4 different fast food chains at different levels of perceived quality and at different price points, Arby’s Corporation can capture greater market share through capitalistic competition and meet the needs of many different market segments in the fast food industry.
Harvey, K. (2017, 11 Dec). Nine fast food trends for 2018. QSR Magazine. https://www.qsrmagazine.com/exclusives/9-fast-food-trends-2018
Thomson, J. (2018, 13 Mar). The evolution of Arby’s: From neighborhood food chain to industry powerhouse. Forbes. https://www.forbes.com/sites/jeffthomson/2018/03/13/the- evolution-of-arbys-from-neighborhood-chain-to-food-industry-powerhouse/#46a8a3d7ecf9