Pollo Campera, the Taste of Latin America: Can it Capture the US?
| Case Code: BSTR646 Case Length: 14 Pages Period: 1971-2022 Pub Date: 2022 Teaching Note: Available |
Price: Rs.400 Organization : Pollo Campero S.A. Industry : Foodservice Countries : United States Themes: International Operations, Competitive Strategy, Family Business,Marketing Strategy |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
PC’S Bid For the US
By the 1990, PC’s signature dish was so popular that PC food parcels were sent to Hispanic people in the US by their relatives in Central America as gifts. When air travelers from Central America visited the US, they carried as much PC chicken as the US Transportation Security Administration (TSA) would allow on the planes..
So, Why And How Did PC Change Its Strategy For The US?
Despite its popularity in the US, by 2010, PC realized that it would fail to achieve its strategic objectives and to grow as expected, which prompted it to study the reasons for it. PC observed that Hispanic consumers in the US – whether Guatemalan, Mexican, or Salvadoran..
PC’S Growth Strategies In The US
PC’s growth in the US included expansion via company-owned restaurants and franchising. PC undertook a cautious, strategized approach to franchise development. It expected its franchisees’ values to align with its own. It supported its franchisees on several levels from daily operations to big-picture growth goals. Fernando Perez, Senior Director of Operations..
PC’S Other International Forays – Not So Successful?
Apart from the US, PC did make a foray into several other international markets. However, apart from Latin America and the US, it failed to make a significant mark in any international market..
The Road Ahead
In the late 2010s, PC stated that it had profitable US operations and it had been experiencing same-store sales growth for the past few years. Even the tough times during the COVID-19 pandemic did not have a negative impact on PC’s US operations. The company managed to maintain strong US sales throughout COVID-19, achieving an average unit volume (AUV) of US$ 1.9 million. In a surprising announcement, PC stated that 2021 was a year of record profits..
Exhibits
Exhibit I: US Chicken QSR Industry, as of 2021
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