Abstract
Viagio was born in December 2004, from the collaboration of the group Bertrand and the French leader of the pasta market: Panzani. They wanted to create a new concept of fast food targeting families. They opened their first restaurants in Paris and now have 18 outlets all over France. They will soon open two more restaurants overseas, one in the United States and one in Kuwait. Viagio first offered pasta thanks to a unique process of cooking but quickly diversified with salads, sandwiches and desserts. The slogan: "L'alternative au hamburger" clearly shows the willingness to position themselves as an alternative of the 'giants' of the sector like Mc Donald's, Quick or KFC, by offering products more ?healthy'. Thanks to the Ansoff matrices, we can opt for a strategic choice of developing new products. It consists in a limited prolongation of the activity perimeter. Viagio has already launched new products but its range of products is too limited compared with some others fast-foods and it must thus innovate and diversify its products quickly. As they are positioned on the ?dietetic segment' they have a huge possibility to find new products. They can for example sell some salads; it will stick quiet well with their strategy. They can also sell some organic food, but it must stay marginal in order to not cross the line between the 'dietetic' and the 'organic' segment. In this anthill of fast food, the offer is one the most important factors in getting away from the mass of the competitors. The diversification of the offer must be well thought and must correspond to the strategy. It will enable the company to enthuse customers who tend to get weary of fast food.
