A Central American Approach to QSR Development

Abstract

From its inception in 1971, Guatemala's Polio Campero chain of quick-service restaurants has seen steady expansion of its chicken concept. Taking advantage of a change in dining-out habits in the mid-'70s, the chain grew rapidly. As do other QSR concepts, Polio Campero focuses strongly on product quality and service consistency. Although lunch is its strongest day part, the chain also appeals to families for meal replacement by maintaining low prices and offering the unusual benefit of table service. The company is also careful to appeal to all levels of Guatemala's economically stratified and culturally divided population. By offering its employees the chance for elementary and high-school education, the company ensures a steady flow of loyal, qualified workers and has become an icon for those who value self-improvement. In recent years the company has signed its first franchise agreements and plans to spread its chain throughout Central America and further south.