Costa Anastasiadis

Costa Anastasiadis, the founder of Crust, chose Annadale as his ideal destination as it was '...fairly affluent with a younger and trendier demographic' ( Armstrong, Adam, Denize and Kotler 2012, p.71), effectively placing his store within reach of the appropriate target customers who had the purchasing power to buy his premium product. Anastasiadis also noticed that the design of rival stores were for '...efficiency rather than improving customer service' ( Armstrong, Adam, Denize and Kotler 2012, p.71) and with this in mind, he was inspired to have all Crust store layouts crisp and modern-looking. With food prepared in front of customers by interactive staff and the systematic approach of placing counters near the front of stores to create the perception of popularity, passerby are interested in the store. Crust's owner's key belief to fulfill customer requirements was demonstrated when he developed his gourmet pizza crust that 'stayed fresher for longer' (Armstrong, Adam, Denize and Kotler 2012, p.71) which allowed home delivery and take away, successfully giving his business an advantage over others.

RBW, on the other hand, was first placed in a street location close to existing major fast food chains with the logic that it '...gave them direct access to customers...seeking fast food solutions' (Armstrong, Adam, Denize and Kotler 2012, p.72), however this plan backfired when the pricing of the food was too high for the occupants of the area with low socio-demographic profiles who preferred the cheaper and more convenient outlets. With a majority of their focus placed in brand development - that resulted in significant investment loss - the design of RBW was poorly planned, resulting in the look and feel of a typical burger chain and ending its quest for differentiation within the fast food industry. In addition, poor staff recruitment meant they had to replace the store's initial manager as he was inexperienced and could not organise the kitchen, effectively wasting precious time and money that could have been invested in the business.