Bembos Burger Grill
Luz Marina Garcia, Jesus Revilla and Carlos Guillermo Sequeira
INCAE, Costa Rica
Volume 1 Issue 1: 2004, pp. 111-144; ABSTRACT
Bembos Burger Grill is a Peruvian fast food chain offering hamburgers prepared and marketed for the Peruvian palate. The chain owns over 20 establishments in the capital, Lima. The executive directors would like to enter the Chilean market based on setting up franchises. This case involves analysis, debate and decision-making to put this plan into action. It presents information about the fast food markets in Peru, Chile and Argentina. In the latter, benchmarking is carried out on a Chilean company (Lomiton), third in sales among the fast food chains in Argentina and market leader in its country of origin. In addition, information is presented for carrying out microeconomic marginal analysis of the company under three different parameters.