As a result, the franchisees struggle to meet Millennials’ expectations in terms of their menu items. They notice that their target segment, Millennials, has become more health conscious and exhibit an increasing desire to diversify their palates. They realize that their competitors are not only other fast food brands but also the growing number of fast casual chains, ethnic cuisine restaurants, and convenience store establishments. The owners are looking to grow the revenue of their two struggling locations and remain competitive in the changing fast food landscape. In this study, we consider the owners of two Burger King franchise establishments that have been struggling financially over the past three years. The need for more research into brand development is acknowledged ![]() ![]() In reference to relevant literature and qualitative analysis of findings this report concludes that health and fitness is a brand-driven business whose participation is rising fast (Williams, et al., 2012). Since 1990s, there has been a substantial amount of research into brand sensitive businesses (most inclined to luxuries), but yet such inquiries sideline the health and fitness clubs. This report will explore both the state of the industry and significant trends that modify the landscape of the industry. Although by itself contributes only a little percentage of Australia’s GDP, there is a considerable growth that has already been experienced. The availability of market has prompted investors to consider this sector making Australia the cradle of most world class Health and Fitness companies. The company as focused on franchising as a management strategy of differentiation. Anytime Fitness has taken the advantage of this growth to spread its wings and take products to more places. Growing health concerns have done much for the health and fitness industry by doubling demand. However, only 45% and 41% of men and women meet the recommended activity levels respectively (Fitness Australia, 2013). The recommended physical activity for adults is 150 minutes every week. ![]() A majority of Australians do not meet the recommended physical activity levels as reported by the Australian Fitness (Fitness Australia, 2013).
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