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Authors
Advisor(s)
Abstract(s)
Go Natural is a 100% Portuguese healthy fast food chain that was created by two siblings’
entrepreneurs, Diogo and Joana Martorell, whom had the wish to make something different.
This company was chosen to serve as the setting of a Teaching Marketing study, with the
purpose of being used as a pedagogical tool in undergraduate programs. This case provides
students the opportunity to become familiar with brand expansions and the fast food market.
In 2004, this pioneer brand providing a diversified and different range of products, in the
Portuguese fast food industry, was growing and retaining more clients. However, in 2009,
when Portugal faced an unfavourable scenario, some doubts appeared when sales growth
started to increase in a lower rate, forcing to adapt their business to this new and adverse
scenario and to costumers’ habits changes. To face this dilemma, two options were studied -
internationalization and brand expansion. The product provided is a quality and healthy
product aligned with an efficient and customized service with value to the clients, only like that
was possible to survive in that competitive industry. Despite this, Go Natural felt the need to
diversify their product, with the purpose of identify and plan future strategies. Students are
presented with information to support their decision and give recommendations to the
evolution of the brand. This case provides an opportunity to students to be in a real life
situation, in the role-play of the CEO of the company in a crucial decision to the future.