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| source: http://www.hellthyjunkfood.com |
When you pull up in the parking lot and you have two burger joints right next to each other, DMK or Red Robin burgers. Do you go to DMK for the big juicy burger or Red Robin for your basic hamburger patty?
According to the Chicago Tribune article “”6 local burger chains that get it right” by Bill Daley, who is a senior food critic visited 6 burger locations, explains why more people choose a establishment like DMK over a Red Robin burger for many different reasons. The difference that people choose one same genre food joint over the other is because specific customization in the preparing of the burger, variety of toppings and the type of meat that they are serving, organic and humanely raised meats.
According to the Chicago Tribune article “”6 local burger chains that get it right” by Bill Daley, who is a senior food critic visited 6 burger locations, explains why more people choose a establishment like DMK over a Red Robin burger for many different reasons. The difference that people choose one same genre food joint over the other is because specific customization in the preparing of the burger, variety of toppings and the type of meat that they are serving, organic and humanely raised meats.
What Bill Daley explains that what sets DMK apart from other burger joints is “DMK takes fast food concept and spins it smartly adult with grass=fed beef, creative burger toppings and combos, interesting spins on sides and a full bar, including milkshakes can “go boozy” for $5 extra.” This style is unique in that no a lot of other places have the perks, for instance Red Robin only offers a simple and basic burger entrees as any other fast food establishment. In the article it explains how DMK has opened more locations over the years and is gaining popularity. It shows that DMK formula is working and it has expanded from one location to four locations in the Chicagoland area in short amount of time.
On the other hand, according to Brigid Sweeney, a reporter for Crain’ Chicago Business, in her article “Chicago was too tough for these burger chains”, she says “Red Robin has shuttered all five of its Red Robin Burger Works, only two years after introducing the compact version of its conventional fast casual restaurant in the city.” This occurred because of the basic menu and too much competition from superior established burger restaurants. She also points out that there is more competition from healthier fast casual restaurants. “Consumers are willing to spend a bit more, meanwhile, have new trendy options like artisanal salads from Freshii or Sweetgreen…” As you can see from the two articles, the reason that one restaurant stays in business and the other fail, is one has better ingredients and options and the other has lesser quality and cannot keep up with the glut of competition.
Future Research Questions: What makes Mexican fast food/fast casual restaurants successful?
