Abstract
Quick is the largest chain of fast service restaurants in Europe. It was founded in 1971 in Belgium and is one of the direct competitors of Mc Donald's. By 1st January 2006, the company had built a network of 406 restaurants, most of them in France, Belgium and Luxembourg. Moreover, it in is this year that the company became French after a takeover. Instead of operating like its principal competitor Mc Donald's, Quick tries to follow a different strategy by a promotion campaign based on taste. Besides the many operations that the company proposes, like new products in their range all over the year (which keeps new customers coming), Quick underpins its mission with its individual advertising by emphasizing the difference: "Quick, the taste?. They want people to think that they will get the best product in this restaurant, and not in any another. It claims to have better products than its competitors. They convey their message to people through TV advertising, radio spot, and street advertising. All the operations the restaurant proposes are around this theme. They don't really use support like Mac Donald's and communicate more about the taste of each product.
