The fast food market in Australia has undergone a significant changes over the last few years, majority of the Australians are becoming more and more health conscious and are therefore demanding healthier food from the fast food chains. There are various key players in the fast food market in which Mc-Donalds and KFC are the leaders. At the same time there are other restaurants which are targeting the same market, have the same product to offer but in a different way. Oporto is another big growing brand which started in Australia with its first outlet in Bondi and from there it now has various restaurants around Australian.
The brand is still new as compare to other leaders in the market but so far it has done well, the hot food market in Australia today is merely dominated by a few fast food chains, which are operating worldwide to generate the most possible revenues. Oporto mainly offer chicken product similar to other fast food chains, where you can get burgers, chips and other take away eatable items.
Oporto has been in the market for some time now and has since been a prospering business, the brand is now competing against some of the big leaders in the market and so far it has able to make its name in the market. Oporto provides good quality food, which is generally handed to customers in about less than 2 minutes. As a restaurant it has its restaurants on key locations where every day there is a lot of tourist or shoppers around, who love to have a meal at one of the fast food restaurants.
Oporto offers a variety of burgers, snacks, grilled chicken and salads where its key distinctive part is its sauces that it has to offer with its food. The overall staff of Oporto is very friendly and is loyal to the company.
Since the brand is still new, not many customers would like to try it. The restaurant doesn’t have a big network of its restaurants as compare to few other big restaurants in the market. Most importantly people who are moving from one state to another or even on main highways the only restaurants available are either KFC or McDonalds, which is a big weakness for Oporto. It may have its restaurants on few key locations but there are various other locations that people cannot buy Oporto which is again is a big weakness.
Since majority of the population in Australia are now more health conscious, it is very important for the company that it should realize this as a big opportunity and introduced more food items that are more healthier as compare to what other brands are offering at the moment. Australian’s are now becoming more and more health conscious. The baby boomer generation was the first generation to take on dietary change and increase their fitness levels on a significant scale, this as a result has lead to a rise in the number of gymnasiums, fitness classes, personal trainers and the like (Ibis.com, 2005). Keeping such trend in mind, Oporto should come up with such campaign where it highlights the healthy part, or make its product healthier than others.
The trend of eating healthy food can be one big threat for Oporto if they do not anticipate it properly. As people are more conscious about their health and they now participate in more health activities so at the same time they avoid fast food which is generally considered as junk. Another big threat for Oporto would be to not have enough restaurants on key locations, which will result in the loss of market share.
At the same time competitive pressures are a threat for the company as new entrants offer great product ranges, value and healthier food products. The major competitions that Oporto faces threats from are KFC, Mc Donalds, Hungary Jacks and Nandos. Another major thing to consider for Oporto would be the current recession in economy as it may affect the overall sale of the retailers. As household budgets tighten their consumption of fast food and even the habit of dining out usually decline.