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Review of literature

Rajul Bhardwaj (2011) has studied on Perception about the

Attributes of Selected Fast Food Retailers and their Impact on
Consumer Satisfaction and Sales. The study relies upon an extensive
data set of consumer satisfaction and sales information
from approximately 180 consumers. The study advances the
measurement of behavioral links between consumer satisfaction
and performance in the food retail sector with firm-specific
data. The study shows how firms can employ such results to
develop appropriate consumer satisfaction policies.

5. Mohamed, Rozita Naina, Daud and Norzaidi Mohd (2012),

have studied on The impact of religious sensitivity on brand
trust, equity and values of fast food industry in Malaysia. The
paper focuses on the fast food industry and concentrates only
on the impact of religious sensitivity on brand trust, equity
and values. The results provide insights to the fast food sector
and other organizations of similar structure regarding how
they could manage marketing strategies for improved business

G. Ronald Gilbert, Cleopatra Veloutsou, Mark M.H. Goode, Luiz

Moutinho, (2004) have studied on Measuring customer satisfaction
in the fast food industry: a cross-national approach.
This study provides a cross-cultural comparison of service satisfaction
of fast food establishments in four English-speaking
countries. It is based on data collected from customers of five
globally-franchised fast-food chains, using a previously developed
service satisfaction instrument. The study reveals two empirically
derived, cross-cultural fast-food customer satisfaction
dimensions: satisfaction with the personal service and satisfaction
with the service setting.

3. Monika J.A. Schrder and Morven G. McEachern, (2005) have

studied on Fast foods and ethical consumer value: a focus on
McDonalds and KFC. This paper aims to investigate the effect
of communicating corporate social responsibility (CSR) initiatives
to young consumers in the UK on their fast-food purchasing
with reference to McDonalds and Kentucky Fried Chicken
(KFC). Most respondents (82 per cent) regularly purchased
fast food from one of the companies; purchases were mostly
impulsive (57 per cent) or routine (26 per cent), suggesting
relatively low-level involvement in each case. Four factors were
isolated, together explaining 52 per cent of the variance in fastfood
purchasing behaviour. They were brand value, nutritional
value, ethical value and food quality.

garlic breads to attract more customers.

Competition: Competitor companies like McDonalds are
fastcatching up with the market. McDonalds with sales
of morethan 19 billion in 1999, accounted for 15
percent of the salesof the nations top 100 restaurant
chains. Organizations likePETA People for Ethnic
Treatment for Animals have given abad name to the
company which may prove disastrous tothe image of
the firm. Currently, KFC is under massiveattacks from
animal organisations, questioning the wayKFCs
suppliers are threatening the chicken, before they
gotslaughtered. Anti-KFC campaigns, such as the one
from PETAare affecting KFCs brand image in a
negative way and resultin direct dollar losses, as less
people are consuming KFCchicken.Saturated US
Market: Now KFC cannot rely on just its homemarket to
generate sales. As the US markets are
alreadysaturated and leave no or little scope for
growth, companynecessarily needs to look at offshore
foreign markets togenerate sales and keep up the

Even though KFC is popular among the famous fast food industry for
more than a half century, there is still having space for improvement
from many aspects. Hence, the researchers from their study suggest
that, KFC should try to give more advertisement. KFC should work more
upon their nutrition value of food and should an impression that they
are more interested towards the health of their customers. KFC should
also bring more variety in vegetable products which will add up more
vegetarian customers also. It is suggested that, KFC can reduce their
price which will bring the middle class customers also to their
KFC can focus on kids by providing special offers and packages
that shows more interested towards fast foods and childrens are vital
customers who bring the entire family to the restaurants.
Planning and scheduling play important part in KFC Corporation. Proper
and efficient planning and suitable schedule had successfully allowed
KFCs name and business to expand and spread worldwide. With an
products as well as KFCs ability in providing their customers with
new and fresh products, KFC is able to maintain their success in a long
term. The collaboration and cooperation between each department such
as product development, engineering, food safety/quality assurance and
supply logistic are vital in order to ensure every KFCs restaurants are
to serve the great taste of products to their customers.
In December 2013, there were 361 KFC outlets in India.[2] As well as the standard KFC
offerings, the chain sells a chickpea burger, a paneer burger, hot wings with chilli lemon
sprinkles and other country-specific products.[59][60] A major franchise holder is QSR Brands
(M) Holdings, which operated 26 outlets as of 2012.[61]

The first Indian KFC was a two-storey outlet on the fashionable Brigade Road in Bangalore
in June 1995.[62] According to journalist Michael White, the company could not have chosen a
"more difficult venue for its maiden entre into the country."[63] Bangalore housed the
headquarters of the Karnataka Rajya Raitha Sangha, one of the most influential, vocal and
anti-foreign investment farmers' associations in the country.[63] The first outlet suffered
protests from left wing, anti-globalisation and environmental campaigners, as well as local
farmers, who objected to the chain bypassing local producers.[64] Many Indians were
concerned about the onslaught of consumerism, the loss of national self-sufficiency, and the
disruption of indigenous traditions.[65] The protests came to a head in August 1995, when the
Bangalore outlet was repeatedly ransacked.[62] The KFC outlet in Bangalore demanded, and
received, a police van permanently parked outside for a year.[64] The outlet was closed on
September 13, 1995 by local authorities, who claimed the company used illegally high
amounts of monosodium glutamate (MSG) in its food.[66] The outlet re-opened a few hours
later as the result of an appeal by KFC to the Karnataka High Court. The company stated the
recipe was no different than that used in any other KFC store.[67] Rural activist M. D.
Nanjundaswamy claimed KFC would adversely affect the health of the impoverished, by
diverting grain from poor people to make the more profitable animal feed.[68] Former
environment minister Maneka Gandhi joined the anti-KFC movement.[68] A second outlet
opened in Delhi, but was closed by the authorities throughout November, purportedly for
health reasons, but more likely to avoid a repetition of the Bangalore incident.[69] The Delhi
outlet soon closed permanently.[70]

KFC began to expand outside of Bangalore in 2004,[71] with a localized menu that was the
most extensive meat-free menu across the chain's worldwide operations. It introduced a
vegetarian menu that included rice meals, wraps and side dishes and, like McDonald's, served
eggless mayonnaise and sauces. Unnat Varma, marketing director of KFC India, states "The
vegetarian offerings have made the brand more relevant to a larger section of consumers and
that is necessary for KFC's growth." KFC also began using Indian spices and cooking
techniques to localize its chicken dishes. By 200809, KFC operated 34 outlets in India.[72] In
2014, KFC launched the "So Veg, So Good" menu as part of an India-specific promotional
strategy focused on enhancing their vegetarian range. Dhruv Kaul, marketing director of KFC
India, stated, "The So Veg, So Good menu launch does not mean that we are moving away
from our core chicken offerings. It enhances and strengthens our existing vegetarian range
and helps broaden the brand's relevance in a diverse country such as India."[60]

N0.6, Bharathiar Salai, Melapudur, Sangillyandapuram, Trichy, Tamil Nadu 620001

McDonalds and KFC are everybodys favorite food trip destinations. When you like hamburgers,
McDonalds is always the top option. When you like fried chicken, KFC is always the first thing that
comes to everyones mind. The reason for this is these companies claim of particular products that
have became their trademark until now. The difference between McDonalds and KFC is mainly the

McDonalds sells food, or at least a food-like substance. They target families with kids, to get the
whole family to come eat. They offer Happy Meals and playgrounds. Their locations are chosen for
convenience. They distinguish themselves based on consistency of menu and food. You can walk into
any McDonalds anywhere and know the Big Mac tastes pretty much the same.

KFC stands for Kentucky Fried Chicken, so it's basically a fried chicken place, with different side
dishes. McDonald's has hamburgers and french fries, with a few other food items.

McDonalds is mostly sandwich oriented meals. KFC has southern fried chicken, mashed potatoes,
biscuits, etc. Neither one of them is good for you because they're high in fat, but they're great. Also,
KFC lets you get full meals that are a bit more satisfying than McDonalds.

To conclude, I want to say KFC means kentucky fried chicken and McDonalds is hamburgers and stuff

KFC and McDonalds are both popular fast food chains in the US and in the whole world.

KFC and McDonalds are both questioned for animal rights if whether or not they consider better
animal welfare standards.

KFC and McDonalds have different variation of dishes. They both are having chickens in their

McDonalds main offer is hamburgers while KFCs main offer is fried chicken.
Mc Donalds other offers include breakfast menu, desserts, chicken sandwiches and French fries.
KFCs other offers include
chicken wraps, sandwiches, salads, roasted and grilled chicken cuisines and desserts.
KFC is 10 year older than McDonalds.
McDonalds logo is a smiling clown while KFCs is their original creators cartooned image