Go Natural

: a new fast food concept

Abstract

Go Natural is a 100% Portuguese healthy fast food chain that was created by two siblings’ entrepreneurs, Diogo and Joana Martorell, whom had the wish to make something different. This company was chosen to serve as the setting of a Teaching Marketing study, with the purpose of being used as a pedagogical tool in undergraduate programs. This case provides students the opportunity to become familiar with brand expansions and the fast food market. In 2004, this pioneer brand providing a diversified and different range of products, in the Portuguese fast food industry, was growing and retaining more clients. However, in 2009, when Portugal faced an unfavourable scenario, some doubts appeared when sales growth started to increase in a lower rate, forcing to adapt their business to this new and adverse scenario and to costumers’ habits changes. To face this dilemma, two options were studied - internationalization and brand expansion. The product provided is a quality and healthy product aligned with an efficient and customized service with value to the clients, only like that was possible to survive in that competitive industry. Despite this, Go Natural felt the need to diversify their product, with the purpose of identify and plan future strategies. Students are presented with information to support their decision and give recommendations to the evolution of the brand. This case provides an opportunity to students to be in a real life situation, in the role-play of the CEO of the company in a crucial decision to the future.

Date of Award	22 Feb 2013
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Borges Assunção (Supervisor) & Sandra Oliveira (Co-Supervisor)