A Strategic Analysis of a Vegetarian Quick-Service Franchise

The purpose of this report is to assess the potential success rate of Lean, a vegetarian quick-service restaurant franchise currently in its infancy, in both the local Vancouver market where Lean is attempting to launch, as well as assess the potential growth opportunities for franchise locations. The industry analysis done on the foodservice industry indicates that it is a competitive industry that is highly saturated with many players. It also indicates that Lean is attempting to undertake a Blue Ocean Strategy and create new market space outside of the original parameters. The core competencies of the firm are still in development, however their focus is detailed and enumerated in terms of three areas within the organization; marketing, operations and convenience/services. Finally, the study identifies a number of issues that affect the firm’s launch strategy and its ability to achieve growth beyond its inaugural location. The project concludes that the firm needs to understand its core competencies and slow down its expansion plans to better facilitate a successful strategy.