Simply Food: The Crossroads in Front of a New-Born Food Brand

Hakim A. Meshreki (American University in Cairo (AUC), Egypt) and Maha Mourad (American University in Cairo (AUC), Egypt)
Copyright: © 2015 |Pages: 177
EISBN13: 9781466684225|DOI: 10.4018/978-1-4666-7393-9.ch007
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Simply food is the first food brand that was launched in September 2013 by “Orange International” company. Simply food's aim is to provide a high quality food round the corner for young students and business professionals who are seeking a high quality meal during their lunch break or their evening outing. Simply Food team has many prospects to work upon in terms of the management of the stores in addition to expansion and creation of other simply brands. Issues facing management are which simply sub-brands to launch that would be integrated into the simply brand and how to expand simply stores in Egypt and the region. Furthermore, what is the proper marketing strategy given the limited budget available that would help strengthening the simply brand? What is the proper regional expansion strategy that would enable the simply brand to the fast food destination for customers in the region?
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