Competitors
The competitors of Find Salt can be divided into two large groups. First, there are several global mainstream fast-food chains, most of them of American origin. For instance, McDonald’s and KFC are rather popular in the UAE, particularly among Emirati teenagers (Fast food restaurants, n.d.). Other famous food chains include American Taco Bell, Subway and Pizza Hut, British Southern Fried Chicken, New Zealand’s Burger Fuel, German Doner Kebab, and UAE Al Farooj (The best 10 food franchises, n.d.).
Such internationally operating food chains take up a significant proportion of the country’s fast-food market. However, Find Salt’s main competitors are less mainstream chains such as Krush Burger, Huff & Puff, Firefly & Graffiti Burger, Blaze Burgers. Blaze Burgers is a local brand that emphasizes the quality of its ingredients, actively engages in Internet marketing (Instagram, Facebook, Twitter), offers vegetarian alternatives, and low-calorie options (Blaze Burgers, n.d.).
Context
Socio-cultural
Fast food is extremely popular in the UAE, particularly, American-style cuisine like burgers (Rajan, 2018). However, with the increase in obesity-related disorders, health awareness has started to grow. Paired with the middle class’s growth and increases in disposable incomes, this leads to a higher demand for quality products with more people ready to pay extra for organic ingredients (Swaroop, 2019). There are also growing numbers of calorie-conscious consumers (Iyer, 2020). Another aspect of this trend is increasing interest in sustainability – consumers opt for vegetarian and vegan options on menus and choose goods packaged in recyclable materials (Swaroop, 2019).
The environment
The brand incorporates the demands for health and ecological sustainability by choosing organic ingredients but can benefit from expanding its menu by providing more low-calorie and vegan options.
Most of Find Salt’s operations are done in trucks. They also have several permanent locations: beach house resorts (Find Salt, n.d.a). The idea behind this is to encourage people to lead simple lifestyles, diverting them from busy shopping malls and fine restaurants (Buro 24/7 Interview, n.d.). However, this can be associated with several problems – first, it restricts the chain’s possibilities for expansion and makes their operations more weather-dependent (revenues may suffer in the bad weather when fewer people visit beaches or opt to eat outdoors).
The legal factors
Initially, due to strict municipality laws, food trucks were not allowed in the UAE. The owners received permission to operate only when they introduced it as a kiosk (Divecha, 2015). There are many laws they have to abide by, such as the Federal Law of Food Safety and the National Food Accreditation and Registration System (United Arab Emirates Government portal, n.d.). These days, due to the COVID-19 pandemics, the hygiene requirements are incredibly strict: more than 100 outlets were closed by Dubai Municipality from May to August 2020, with more than 10 000 inspections being conducted (Webster, 2020). The food brand successfully accommodates these demands. They uploaded Instagram posts during the pandemic, highlighting that they employ precautional measures when cooking and delivering food (Find Salt, 2020).
SWOT analysis
Segmentation
The brand aims to create a community, Salters, and deliver its products to people of different backgrounds. However, there are still several segments of their customer base. First, all their clients can be divided into locals, expats, and tourists. Besides, they may be Muslims and Non-Muslims (though to accommodate Muslims’ interests, the brand does not use pork). Considering demographic factors, the brand aims to attract both young individuals in their 20s and middle-aged people (Find Salt, n.d.b). They also aspire to become the food chain chosen by whole families.
Regarding the level of income, considering its prices, Salt seems to target mainly high- and middle-income clients. In terms of beliefs and lifestyle – some of their customers can be health- and environmentally-conscious consumers, while others – regular fast-food lovers. Among health-conscious and environmentally-conscious people, there is a growing number of individuals interested in veganism, but Salt does not seem to target them specifically yet.
Targeting
Among these segments, their primary target customers are young people, locals, and expats, both Muslim and Non-Muslim, who live in the country long enough to be interested in becoming a part of the Salters community. They are middle-class people with the extra income that they can spend on more expensive high-quality food options. They are active social media users, follow popular trends, and likely opt for transparent independent brands that ensure sustainability and use organic ingredients.
Positioning
Marketing Mix
Product: Considering their target customer, many aspects of the company’s marketing mix already answer their goals. For instance, they use locally-sourced ingredients. However, they may consider expanding vegan options, offering more meals made of fresh vegetables and fruits, and providing healthier alternatives to bans such as lettuce wraps.
Price: their prices seem to align with the buying power of their target customers.
Place: Though the idea with trucks undoubtfully allows the company to attract many customers, expanding their permanent locations can be a good option. Although they claim that they want to distract people from shopping malls, their target customers are likely to spend much time in the city’s busiest parts, so providing options in these areas can be effective. However, it should be introduced very carefully so as to avoid harming the brand’s idea.
Promotion: the brand can consider using other social media platforms popular in the UAE, such as Twitter.
Unique selling proposition
- Trucks allowing the brand to reach its customers in different places (particular importance for locals and expats);
- Beautiful beach locations and live music concerts (attractive both for tourists and locals);
- Find Salt is marketed as more than a fast-food chain. The owners have developed a lifestyle they promote based on which they have created a community (locals and expats can enjoy becoming a part; younger people would love to identify with a brand that follows popular trends, such as wellness and sustainability).
- The brand uses quality organic ingredients (attracts health-conscious, middle, and high-income customers).
These unique traits should be emphasized in Find Salts marketing.
Perception map
Notation keys:
- MD – McDonald’s
- FS – Find Salt
- BB – Blaze Burgers
References
Blaze Burger (n.d.). Blaze menu. Web.
Buro 24/7 exclusive interview: Find Salt’s founders Amal al Marri and deem Albassam. Web.
Fast food restaurants (n.d.). Guide to Dubai. Web.
Find Salt (n.d.a). About. Web.
Find Salt (n.d.b). Menu. Web.
Find Salt (n.d.c). Lifestyle. Web.
Find Salt [@findsalt] (2020). Care more, fear less. [Photograph]. Instagram. Web.
Iyer, N. (2020). KSA and UAE health & wellness food & beverage market to reach $14.56 billion, reveals Frost & Sullivan. Frost and Sullivan. Web.
Rajan, P. B. (2018). The growing problem of obesity in the UAE. Academicus International Scientific Journal, 9(18), 106-113.
Swaroop, S. (2019). UAE’s appetite for ethical eating: just a food craze? Friday Magazine UAE. Web.
The best 10 food franchises in the UAE for 2019 (2019). Web.