Professional Documents
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Literature Review 1
Literature Review 1
http://www.differencebetween.com/difference-between-mcdonalds-and-kfc/
http://www.theseus.fi/bitstream/handle/10024/60257/Xie_Yuanyuan%20and%20Hu
%20_Wei.pdf
https://en.wikipedia.org/wiki/KFC
http://www.differencebetween.com/difference-between-mcdonald
new links
Link: https://www.ukessays.com/essays/marketing/analysis-of-
customer-satisfaction-at-mcdonalds-kfc-marketing-essay.php
https://www.ukessays.com/essays/marketing/analysis-of-customer-
satisfaction-at-mcdonalds-kfc-marketing-essay.php
http://www.thefranchisemall.com/franchises/compare/10004,10357-
kfc_vs_mcdonalds.htm
http://www.slideshare.net/urmihermosoburbujeante/kfc-vs-mcdonalds-32070670
Literature Review
A synoptic review of the literature brings to
the fore insights into any past comparison
made between McDonald's & KFC.
A related article published by Vishal Krishna, BusinessWorld, 10 October 2009
on the Third Eyesight website which is a consulting firm states:
Indian shopping hotspots are sporting more and more golden arches these days.
If McDonald's is expanding like never before, not far away is KFC (Kentucky
Fried Chicken), though on a lesser scale. Their guests are young, their menus
glocalized, their branding established, and their menus are no longer over-priced.
After more than a decade in the highly fragmented quick service restaurant
(QSR) segment - only 20 per cent of the Rs 10,000-crore segment is organized -
McDonald's and KFC are growing at a nippy 20-25 per cent, despite the
slowdown.
"In a recession, we see ourselves as a good substitute for premium dining," says
Amit Jatia, managing director of Hardcastle Restaurants, a joint venture partner
of McDonald's. "We are rapidly expanding because we have tested the supply
chain for over 15 years and it has given us the opportunity to scale up."
McDonald's, which had 20 stores in India till 2002, today has 160. It plans to
open 200 more over five years, with an investment of Rs 500 crore. KFC, the
smaller player with 52 restaurants, plans to open over 100 more outlets in the
next two years.
Though McDonald's foray into chicken nuggets this year has taken it into KFC
territory, the companies give the impression of ignoring each other. "The Indian
market is very large for QSRs and our focus is on large portions of white meat,
while the competition focuses on different products," says Unnat Varma,
marketing director of Yum Restaurants, which has been developing KFC and
Pizza Hut in India. The pricing of its menus makes McDonald's a quick eatery
with the average per person spend at Rs 100. KFC's spend is higher, at Rs 125-
150.
In 2009, McDonald's guest count has crossed 30 million; in 1996, when it started,
the count was a little more than 200,000. KFC's annual guest count is expected
to rise from 3 million today to 5 million by the end of 2010.
Many Indian retailers have not turned cash positive because they burnt most of
their money on building the front-end. But, "McDonald's and KFC have got an
amalgam of things right," says Harish Bijoor, a Bangalore-based brand and
marketing consultant. "While McDonald's has converted millions of people with
its Rs 20 happy price menu, KFC has done it with its large portions as a QSR-
plus restaurant."
Link
More frequently people have started to move out to eat, this has created scope
for many fast food chains. But along with that it has also created competition
among different food chains.
Hence each and everyone plays a major role in attracting customers. The trend
can be seen by the increasing number of food chains.
That is why this topic was chosen for further study as this particular industry is
fast becoming very competitive.
This project comprises a brief analysis of the Indian fast food industry and the
competition that marks the trend, different companies and various players are
analyzed from their competing strategies. Some of these fast food chains are
Nirula's, Pizza Hut, McDonald's, Haldiram's.
Further the main scope of the study is to conduct a comparative analysis on two
of the major players in the food services industry, which is McDonalds and KFC.
The research tries to develop a case study which analyzes McDonalds and
KFC's strengths and their business process very closely with a greater emphasis
on how they do a better job than most competitors at serving their customers. In
addition to this a consumer research was undertaken with the objective of
assessing the service quality of McDonald’s v/s KFC on the basis of:
Company Overviews
About KFC
His recipe is still a secret, but more than 2 billion of Colonel Harland Sanders' 'finger lickin'
good' chicken dinners are served annually in more than 82 countries around the world.
Nearly 50 years ago, Colonel Sanders set out to sell complete meals to time-strapped
families, calling his home meal replacements 'Sunday Dinner, Seven Days a Week.' Acquired
by PepsiCo in 1986, KFC is now a part of Yum! Brands Inc., which includes A&W, Long John
Silver's, Taco Bell and Pizza Hut.
About McDonald's
McDonald's brand is in 122 countries around the world. Thirty thousand locations serve 51
million customers each day. More than 70 percent of McDonald's restaurants around the
world are owned and operated by independent local businesspeople. Most standalone
McDonald's restaurants offer both counter and drive-through service, with indoor and
sometimes outdoor seating. The Drive-Thru, Auto-Mac, or McDrive as it is known in many
countries, often has separate stations for placing, paying for, and picking up orders, though
the former two steps are frequently combined. In some countries "McDrive" locations near
highways offer no counter service or seating. In contrast, locations in high-density city
neighborhoods often omit drive-through service. For free consultation Fill in form to the
right.
link
30.McDonald’s and KFC are two of the most popular fast food chains loved by
many around the world. When it comes to hamburgers, McDonald’s is always
the top option whereas when it comes to fried chicken, KFC is always the first
thing that springs to mind. The reason for this is because the very products of
these two chains have become their trademarks and thereby, their identities.
The difference between McDonald’s and KFC comes down to mainly the
cuisine that they serve.
31.What is McDonald’s?
32.It was in 1940 that McDonald’s first started their operations. The pioneer of
many things, the Speedee Service System introduced in their very first
restaurant is being followed in modern day fast food chains to this very day.
Their very first mascot was a man with a head of a hamburger wearing a
chef’s hat, which was replaced by McDonald’s ever popular clown man. It is
estimated that McDonald’s currently serves 58 million customers each day in
119 countries. Their restaurants differ in their settings and facilities as some
offer drive thru services, and some have play areas for kids while some offer
counter service alone. McDonald’s signature colours are red and yellow while
their most popular products are their famous hamburgers, breakfast offers,
desserts, chicken sandwiches and French fries. McDonald’s also feature
products for vegetarian customers, as well. When it comes to regional
branches, McDonald’s are known to offer certain products customized to suit
the food cultures of the respective regions. For example, McDonald’s in
Portugal is the only branch that offers soup in the menu while McDonald’s in
Indonesia offers McRice to its customers.
33.What is KFC?
34.KFC or Kentucky Fried Chicken was initiated during the Great Depression,
which was in the year 1930. It was first named as “Sanders Court and Cafe”,
after the name of Harland Sanders, the original creator from Kentucky. Their
current and most popular logo is the caricaturized image of Sanders with their
acronym, KFC. They are popular for their trade secret, their secret recipe
made from 11 herbs and spices that are known to add a “finger lickin’ good”
flavour to their chicken. Their basic products are fried chicken, chicken wraps,
sandwiches, salads and roasted and grilled chicken dishes as well as a
number of desserts.
35.What is the difference between KFC and McDonald’s?
36.McDonald’s and KFC are both popular fast food chains that have gained
immense popularity over the years. Differentiating between the two will help
obtain the best out of the products that the two brands offer their customers.
37.• McDonald’s is popular for its hamburgers. KFC is popular for its fried
chicken.
38.• KFC was initiated in 1930. McDonald’s was launched in 1940.
39.• The logo of KFC features a caricaturized image of Colonel Sanders. The
logo of McDonald’s is a large yellow ‘M’