Blue Castle

(Since 2011)

Acknowledgement
Thanks to Allah Almighty who made us able to complete this project. There is no doubt that He is the only best care taker and merciful on all of us. Secondly, we would like to thanks our valued and respected Teacher who has given us the opportunity to exaggerate our capabilities to interact with the business world for the completion of this project. We would also like to thank here the Manager & Supervising staff of Blue Castle who somehow co-operated with us by sharing their experience, future prospective & provided us with project related information for the accomplishment of our goal. Finally, we would like to thank all our group members who have inputted their effort, time & resources to make this very first report on Blue Castle fast food restaurants chain.

Contents:
Worldwide History History in Pakistan BCs Business Plan Plans Objectives Pictures of Outlets Mission of Team Blue Castle Vision Menu Future Perspective Rating Suggestions Limitations Bibliography

Worldwide History:
A fast food hamburger restaurant chain with the name of White Castle started in early 19 in America. White Castle was founded by Billy Ingram & Walter Anderson in 1921 in Wichita, Kansas a state of America. In 1922, restaurant opened their second branch in El Dorado, Kansas. The Success of White Castle & consumers attraction towards them gave birth to numerous imitators. Several restaurants copied the particular architecture of White Castle buildings & not only copied the building structure, but also created confusion for customers by similar names. Many of them created their names as a copy of White Castles name. Some restaurant chains just replaced the word "Castle" with their own word (Cabin, Diamond, Dome, Fortress, Grille, Hut, Kitchen, Palace, Tower etc) while others decide to replace "White" with (Blue, King's, Little, Red, Royal etc). Despite all the competition, none of them was able to match the success of White Castle. Their Products include hamburgers, French fries, onion rings, and dairy desserts. Later on the chain spread over America and in different Countries including Malaysia, Japan, Mexico & Singapore in late 90s.

Picture of one of the buildings of White Castles restaurant. This shows their specific architecture.

Built in Minneapolis, Minnesota a state of America. This building is no more a restaurant now.

In 2003, White Castle unveiled their new Logo.

But the slogan was same which they have since 1994.

"What You Crave"

History in Pakistan:
As I have told you in start that the founding of White Castle gave birth to several imitators and one of them is who replaced the White with Blue. And thats how Blue Castle founded, it started as a fast food restaurant in Jakarta, Indonesia & then spread over in different cities of Indonesia. Blue Castle was introduced in Pakistan in the year 2011 by Syed Omer Hafeez. So the Fast Food chain started in 1921 reached Pakistan in 2011. It took 90 years, almost a century, but the colour of the Castle changed from White to Blue The very first branch was opened in Phase-5 DHA, Lahore. Till the date Blue Castle have 4 branches in Lahore.

Branches:
1. Blue Castle, Phase-5 D.H.A, Lahore. 2. Blue Castle, Phase-4 D.H.A, Lahore. 3. Blue Castle, Opp. PHA flat, near UET, Lahore. 4.Blue Castle, Near U.C.P, Shoukat Khanum Chowk, Lahore.

Blue Castle sells Crisper slider, Beef Slider, chicken, French fries, fish items, soft drinks, milkshakes and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, Tea, Coffee and fruit. Main Competitors for Blue Castle in Lahore includes Fri Chicks, AFC (Local Chains) & KFC,
Macdonald, Hardees and Fat Burger (International Chains). So overall they have to

compete with one of the worlds biggest fast food chains to prove themselves.

Syed Omer Hafeez, (CEO & founder of Blue Castle, Pakistan)

Logo of Blue Castle,

And there slogan is,

eat it !

BCs Business Plan:

Blue Castle is a locally owned fast food outlet that seems as an international franchise through their creative approach about the company's image and their presentation style. Blue Castle provides a combination of quality food at value pricing, with fun packaging and atmosphere. Blue Castles Management say that their restaurant is the best answer to an increasing demand of quality & economical fast food in Pakistan. In today's highly competitive environment, it is becoming increasingly difficult to differentiate one fast food outlet from another. Lahore, a city known as historical city is now becoming the city of Restaurants. Not only the people from all over Pakistan else People from different countries desires & visits Lahore to enjoy the food. So, there main priority is to establish outlets in crowded areas of Lahore, preferably in famous markets and malls of Lahore.

To make Blue Castle one of the best outlet in fast foods they have plan of creating an economical, innovative & entertaining menu that will differentiate them from the rest of the competitors. They will control costs at all times, in all branches and implement a conservative approach to growth policy. Although, they have enough fund to open more and more outlets, but they want to be on the safe side of the business. Their priority is to sell the products that are of the highest quality, as well as keep the customers

happy with all the other product categories from food to drinks & extras. Provide 100% satisfaction to their customers and maintain the level of excellent services & food among other competitors. And to encourage the two most important values in fast food business, the brand and the image as these two ingredients are a couple of main drivers in marketing communications. Last but not the least to get access to hightraffic areas near the target market & to promote good values of company culture and business philosophy

Plans Objectives:
To establish their presence as a successful local fast food outlet and to gain a market share in Lahores fast food industry & later in Pakistans fast food industry. To make Blue Castle a destination spot for mall-goers & to expand into a number of outlets in Lahore & all over Pakistan.

Pictures of some Restaurants of Blue Castle,

Blue Castle, D.H.A Lahore.

Night view of Johar Town Branch.

Inside view of Blue Castle D.H.A, Lahore.

Entrance View of Blue Castle Johar Town, Lahore.

Blue Castle, Shoukat Khanum Chowk, Lahore.

Blue Castle, Shoukat Khanum Chowk, Lahore.

Another view of same restaurant.

Mission of Team Blue Castle:

Blue Castles brand mission is to be their customers favorite place and way to eat and drink. They are committed to continuously improve their management, service and enhance their customers experience. And for this they are following the five Ps strategy which includes People, Products, Place, Price and Promotion. To consistently provide their customers with impeccable service by demonstrating warmth, graciousness, efficiency, knowledge, professionalism and integrity in their work. To have every customer who comes through our doors leave impressed by Blue Castles atmosphere an d excited to come again. Lately, they also want to expand their menu to provide their valuable customers with one of the best coffees, ice-creams and all that stuff under one roof. Their goal is quality, service, cleanliness and value (QSC&V) for each and every customer, each and every time.

Recent opening of Blue Castles Johar Town Branch (on 29th Nov 13). By the hand of, Mr. Atta Manika & Mr. Saif-ul-Maluk (MPA).

Vision:
We place the customer experience at the core of all we do. Our customers are the reason for our existence. The management team of Blue Castle brings with it over 2 years of taste and experience in the Fast Food Industry of Lahore. Their vision is not only to be the best in the fast food industry, but also to be the first one to provide an amazing variety of food all at one place!

Blue Castles Menu:

Few famous & regularly served Deals of Blue Castle.

Family Deal of Blue Castle.

Dinner Deal of Blue Castle.

Pizza Deal at Blue Castle.

Best Deal of Blue Castle (and this one is my personally favorite too)

Future Perspective:
In near future, Blue Castles Management is opening another restaurant in Lahore. And they wish to open many more with the same quality and service level.

5th Branch of Blue Castle opening on 14 th Feb 14 at Egerton Road, Near LDA Plaza, Lahore. (Wish them Best of Luck).

Blue Castles rating:

This is the current ranking of Blue Castle on famous restaurants of Pakistans websites.

You remember in start I, told you that the name Blue Castle is the changed version of White Castle, it changed from white to blue while reaching Pakistan. But it doesnt matter actually. If you are providing a quality food to your customers & they are satisfied, then no matter what is the color of your castle either Blue or White Keep it up.

Suggestions:
These all Suggestions are for the Blue Castles Management with positive spirit. Never Compromise on the quality of food. Your Prices are economical but try your best to keep them lower in future. Train your staff not only to think best for the restaurant, but also for the customers. Introduce midnight night deals. Introduce low price offers on special events like Eid, Christmas, and Ramazan etc. especially for those who couldnt afford fast food in the remaining year. Think about money but never value it more than your customers. Make the environment of your restaurants more home like and behavior of staff friendlier. Especially ask your branch managers to cooperate with someone like us, who are doing any project or writing any report relating to your restaurant.
We wish that your brand become famous, but dont forget all the above suggestions after becoming famous. Please

Limitations:
This Report which you are viewing was not as easier to make as it seems at the moment. If I start with each and every issue and problem then possibly it might take more time and pages to write then this report itself. But I would surely like to share few of them here, so that others can learn from them. Firstly, I would like to say that, it took almost a month to decide the company for the report. As you know that when different people gather to work on single project, their minds often match. And same was the issue with us. Decision of Blue Castle as the reports topic happened in a dramatic way, although their Johar Towns branch is just next to our University but not for a moment it comes to our mind. Then one day we all group members decided to go in search of any unique restaurant, we took out our bikes from the parking and while sitting on them asked each other where to go! As always no one have the answer, then suddenly a friend of our got an eye on Blue Castle and all said ok ok. The funniest thing is that to visit a restaurant 10

steps from our university we took a month and 3 bikes At last, we got the topic but now the issue was that there was no material regarding Blue Castle on internet neither any previously done report. Even we werent able to find their logo on Google, which we lately got from Facebook. So from there we came to know that we are again trapped, we have chosen the restaurant about which we are the first ones to write anything. Although that sounds great to be the opener, but it needs hard to do. We visited the near branch of Blue Castle and discussed the idea with the staff supervisor at the branch, he was happy to hear this and also appreciated us on choosing the new restaurant than those traditional KFC, McDonald, and Pizza Hut etc. ones. But He said that details would be given to us by the Branch Manager, who wasnt present there at the time. After that our group members had 2, 3 meetings with the manager and also phoned him several times but his response was disappointing & irresponsible. He seems much

busier in some other work then the restaurant managing because he was most of the time away from the branch and even on phone he didnt guide us once. On the other hand we were running out of time because only two days left in our exam and we have to submit the report, so we on our own collected, gathered and edited the whole information you have read and seen in this report. So, we request the CEO & founder of Blue Castle to teach their managers and staff to give importance and provide with details to their wellwishers and information seekers. Because this is the reason why students prefer to do reports on those old typical restaurants coz its easier to find details about them.

Thanks.

Bibliography:

www.google.com www.wikipedia.com www.googleimages.com www.hotinarea.com/eShop-108 www.facebook.com/BlueCastlePk www.twitter.com/BlueCastlePk www.dealtoday.pk www.scribd.com

For any help email us at: Inqalab.com@gmail.com