New Market Study Published: CKE Restaurants Inc in Consumer Foodservice (World)
CKE Restaurants aims to gain share in the highly competitive US burger fast food category through a distinct positioning, targeting young males with indulgent, premium burgers rather than relying on price promotions and discounts. Attention-grabbing advertising targeted at its key consumer group forms a central part of its strategy to build a unique brand positioning. CKE Restaurants also aims to accelerate international expansion, with plans to have over 700 international outlets by 2016.
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