Oqtepa Lavash, one of the largest fast food chains in Uzbekistan, faces the problem of lacking a clear positioning in a rapidly developing market. Under the conditions of intense competition and with the entry of foreign franchises onto the market, it becomes more difficult for brands to attract new audiences and not get lost among many players in the market.
Solution
We have defined our target audience as yougsters and developed a positioning that differed us from competitors, cause we were the ones talking with Gen Z on their language.
Young people are under constant stress due to the search for themselves and the desire to have everything at once. Oqtepa Lavash is a place where one can connect with their inner circle in a delicious way.
