«Doner Маркеt»

Being a market monopolist is a responsible and difficult task, but it’s achievable with a clear marketing strategy.

 

Doner Market is an all-Ukrainian fast food chain, a project of the largest agricultural holding in Ukraine, "MHP". While it successfully captured the raw meat market on its first attempt, the same couldn't be said for the fast food segment.

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What was the challenge?

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The Doner Market project immediately entered the market as a franchise. Within a year, 37 locations were opened in Kyiv and other regions of the country. But unfortunately, all 37 were not profitable and sustainable. The different tastes of the product and the lack of a single marketing system were critical disadvantages, which we had to turn into advantages.

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What did we do?

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We breathed new life into the brand by relaunching it. To enhance its recognition similar to "MHP" we:

 

• Finalized and standardized the menu together with food technologists

• Engineered the menu to feature three product categories — for snacking, eating, and filling up

• Assisted with pricing strategies

• Provided recommendations on setting up the sales points for customer comfort 

• Created a system of local marketing standards, which includes 50 tools for attracting and retaining customers

• Conducted a product photoshoot

 

*We were also responsible for marketing supervision, creating a brand book and advertising layouts.