Product
Just as the restaurant will
be mobile, so too will the food be. The fact that you can purchase your food,
then walk away eating it without a plate or utensils will provide for a unique
experience. "Marketers want to develop unique market positions for their
products. If a product is perceived to be exactly like others on the market,
consumers would have no reason to buy it." (Armstrong, G., & Kotler,
P. (2013). Marketing: An introduction
(11th ed., p. 50). Boston: Prentice Hall.) Cluck Wagon’s product will be wraps
(pitas, tortillas, lettuce) featuring fresh grilled chicken, and other
ingredients. Tastes from regions around the world will be represented in
various recipes. All ingredients will be made fresh and assembled per order.
The sandwiches will be gourmet, and will stand out as such.
Despite being a small,
mobile package, the sandwiches will also look gourmet. Care will be taken so
that employees assembling the sandwiches follow precise instructions, ensuring
a beautiful presentation, every time. "Another way to add customer value
is through distinctive product style and design. Design is a larger concept
than style. Style simply describes the appearance of a product. Styles can be
eye-catching or yawn producing. A sensational style may grab attention and
produce pleasing aesthetics, but it does not necessarily make the product
perform better. Unlike style, design is more than skin deep—it goes to the very
heart of a product. Good design contributes to a product’s usefulness as well as
to its looks." (Armstrong, G., & Kotler, P. (2013). Marketing: An introduction (11th ed., p.
202). Boston: Prentice Hall.) Every customer ordering a sandwich from the Cluck
Wagon will be delighted to find that it looks like the picture in the
advertising!
