TOTAL LICENSING
Donald’s which has deon, Hit, Nelvana, Scholastic, Playmo-
1.6% of the Greek bil and Cinegroup.
market. Recent success stories have been
Goody’s was estab- SpongeBob, Spiderman 3, Bob the
lished in 1975 as the Builder and Action Man. Goody’s
first fast-food chain believe that their market share, and
in Greece. They were growing success is a combination of
followed, as one understanding the Greek consumer
would expect, by and keeping their menu balanced and,
McDonald’s and then importantly, nutritious.
Wendy’s although the The company believes its objective of
latter has now pulled being seen as a restaurant rather than
out of the Greek a straight fast-food outlet has paid
market. Burger King dividends in Greece.
are not in the Greek As Tania Konstantinou, Brand Manager
marketplace. at Goody’s explained, “Unlike other
In all, Goody’s now fast-food chains, Goody’s provides
have more than 180 customers with knives and forks. We
outlets in Greece look to be seen as casual dining rather
with a further six than fast-food, and Greek consumers
in Cyprus and one appreciate that”.
in Bulgaria and the In terms of their promotions and
company is looking to premiums, the SpongeBob promotion
Most of the Daily Press magazines open further outlets was hugely successful and Goody’s
are sold through the Greek kiosk sys- within the new shopping malls. ran out of SpongeBob product only
tem as magazines are not allowed to In all, more than 200,000 people two weeks into a four week program.
be sold through supermarkets in the dine in Goody’s restaurants each day, The premiums comprised six different
country. equating to more than 80 million peo- figurines, each with play value – anoth-
From licensees to retail and one ple annually. er aspect that Goody’s believe to be
of the biggest brands in Greece is In 2006, Goody’s became part of Vi- important. Promotions are generally
Goody’s which was awarded the top vartia and the merger created the planned thirteen months in advance
Superbrand status amongst Greek leading food company in Greece and and a typical four-week promotion
and overseas brands in the country. one of the leading food companies will involve between 350,000 and
Goody’s was established 30 years ago throughout Europe. In addition to 400,000 premiums.
and today is a firm favourite in Greece. Goody’s, the group includes Delta Goody’s believe that the quality of the
It is one of the ten largest fast-food Dairy, Chipita and General Frozen product is as important as the brand
chains in Europe and enjoys a 41% Foods. itself. “A Flintstones promotion, which
marketshare amongst branded chains In 1992, Goody’s created their Junior ran in 2004 whilst there was no tel-
in Greece. Overall, in urban Greece, Goody’s meals which, through their evision or movie exposure, was tre-
Goody’s have a 16.1% market share of Juniorland section of the restaurants, mendously successful because of the
restaurant visits compared with Mc- now serve over 400,000 each month. innovative toys that were included”
Based on balanced nutrition, Junior continued Tania “The quality of eve-
launches eleven branded promotion- rything we do is hugely important. All
al waves each year with an average our premiums must have play value,
promotional period of four weeks. collectibility and fun. These are key
Upcoming promotions are published criteria for us”.
through television, print press, press To summarise our tour around the
releases and Junior boxes and post- Greek industry, what the country
ers. Today, the company estimates lacks in sheer numbers of people, it
that 80% of their Junior meals carry certainly makes up for in enthusiasm,
a licensed brand whilst the other 20% creativity and sophistication. Gone are
are based on characters developed by the days that Greece was seen as an
the chain which they plan, in time, to ‘add-on’ to a bigger European country
take to television and into licensed in terms of licensing. The Greek mar-
products. ket is active and in many ways unique.
Successfully branded promotions to It certainly should never be underes-
date have included properties from timated by licensors looking to grow
Warner Bros, Dreamworks, Nickelo- their business in Europe.
78
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