Distribution Strategy

Distribution Strategy

It is important to understand where the product is coming from, and how it gets to the customer. From understanding Lars Perner’s (2008) channels of distribution, Burger Fuel’s product is distributed through a process from the farmer, to the wholesalers, then the retailers, to the consumers. These include the important products consumed such as Wholemeal Buns, meat, fresh produce, relish, and aioli.

Products such as the meat, relish, and fresh produce are farmed, and then placed to wholesalers, which then is packaged and shipped to the many Burger Fuel locations in the world. Products such as their famous wholemeal buns and aioli are made by burger fuel themselves, with accordance to the shipment of ingredients used to create these products.In 2007, Managing director of Burger Fuel, Chris Mason, went with the approach of providing whole meal buns after tests with the Coeliac interest groups (Teresa, 2008).

Meat is the most important factor in terms of product in Burger Fuel. As meat is farmed, taken to wholesalers and butchers, to take to retailers; burger fuel takes pride in their 100% Pure New Zealand grass fed beef distributed around the world (Kenworthy, 2011). BurgerFuel buys all its beef from ANZCO Foods, and pushes the pure NZ, grass-fed, high quality beef. ANZCO produces the finished beef pattie to set specifications, it is then snap frozen and sent to the stores in New Zealand and overseas (Farmers Weekly, 2012). Understanding that the Burger Fuels market goes abroad to Middle-Eastern and Islamic dominated countries such as Saudi Arabia or United Arab Emirates, Burger Fuel have created an accessible way for Muslims to consume New Zealand beef, through the process of making this exported meat a Halal product (Meat Export NZ, 2012). As Halal is one of the biggest markets in the world, Burger Fuel is responsible for exporting and franchising their meat to the burger fuel shops in these Middle Eastern countries. Many of these...