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Real Burger World (or RBW as it later became known) was a small hamburger chain established in the UK in the early 2000’s. Despite a significant financial investment, professional management, the use of branding consultants, and extensive media coverage, the business did not prove to be viable and closed within a few years.

This case study is based upon the real life experience of RBW. As RBW was a private company, their actual financial and sales data is unavailable – any numerical information contained in this case study is for study and academic purposes only and is not intended to reflect the actual position of the firm.

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