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In 1995, in reaction to McDonald’s entry into Colombia, C&W reevaluated its strategy and made the decision to depict itself as a more upmarket restaurant in order to further differentiate itself from the fast-food business. This was done in order to attract a more affluent clientele (Pineda-Escobar, 2022). As a result, the value proposition of C&W is centred on providing customers with an experience that includes a diverse range of available alternatives, as well as a pleasant ambience, superior quality, and competitive pricing. C&W focuses on the market for products with prices in the middle. At Crepes & Waffles, customers may choose from a broad variety of foods, such as crepes, salads, pitas, a pizza-like bread with toppings, soups, and the renowned “Pane Cook,” a giant circular bread without the inner dough. The “Pane Cook” is a dish that may be customised with the food and sauce of the customers’ choosing, such as curry calamari. In addition, there is a broad selection of crepes, waffles, ice creams, and ice creams in the shape of Mickey Mouse for the younger customers to choose from on the dessert menu (Acevedo-Duque et al., 2021). The seeming straightforwardness of the food is a direct result of the careful attention paid to regional p
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