Michael Hallatt, known for his entrepreneurial success with the opening Pirate Joe’s, has decided to strike yet again. After winning a very public lawsuit with Trader Joe’s, Hallatt has confidence that he can succeed again. He has decided to open a quick stop restaurant similar to that of McDonald’s. While the restaurant, possibly named “Black M Burgers”, shares many points of parity with its competitors –with its quick and convenient service to its customers– the restaurant’s success depends on its main point of difference: they only sell healthy food. Black M Burgers will offer customers organic beef, locally grown toppings, and gluten-free buns while providing a calming atmosphere of a rooftop garden.
Hallatt’s continued success is based on his ability to evaluate the value proposition of his target market and find a gap in the industry that he is able to capitalize on. As a first-year business student, I admire Hallatt’s ability to take current, working business models and rework them to meet the modern, current needs of its customers. Through his ability to understand his customer segments and what they are missing from current society, Hallatt is able to capitalize and forge new opportunities for success.
Source: http://vancouver.24hrs.ca/2013/11/07/pirate-joes-sets-sail-for-fast-food-giants