exploration paper on fast food article
1 ) 1 INTRO Fast food is generally food or possibly a meal which is pre-prepared, or perhaps which can be quickly cooked as you order this. You can buy junk food almost everywhere. Although take out trend is pretty new in Pakistan yet it is developing very fast, this indicate that such type of fast food restaurant have a very shiny future in Pakistan. Both major fast food restaurants which may have their outlets in the whole universe, are giving tough competition to each other in Pakistan.
The research is based on the hypothesis that why people in Pakistan choose KFC above Macdonald and that we found that due to good quality and style of meals people like KFC. Once KFC was introduced in Pakistan the prices was not cost-effective by persons but now they have lower all their prices. One reason was also the impressive packages due to which will people favor KFC above McDonald’s.
While doing our research we as well came to be aware that KFC much more advertised this really is one of the reasons that individuals prefer APPLEBEES over McDonald’s.
We are going to talk about all of this within our research. 1 . 2 HYPOTHESIS KFC is known as a spot lumination and McDonald’s is a part show. 1 ) 3 IS DESIGNED AND OBJECTIVES The trend of fast food is increasing daily in Pakistan, this studies designed to create knowledge about junk food restaurant in Pakistan, and hence this research is based upon two leading take out brands in Pakistan. The key objective should be to know that which in turn brand is usually popular among majority. Which among the list of two brands is of top quality. Which brand is more economical.
Hence in general we done this study because we wanted to know that which brand is preferred and what is the real reason for it. 1 ) 4 SAMPLE In sample plan we draw test, sample is simply a section of the inhabitants selected pertaining to research to symbolize the population overall. In our analysis we targeted people coming from 18 to 30. And so we acknowledged people who visit KFC and McDonald’s. The sample dimensions are 40 from your whole human population. Our research instrument pertaining to collecting main data is definitely Questionnaire through which we request twenty concerns, all are close ended for accessing householder’s preference.
1 ) 5 METHODOLOGY The empirical analysis in the “International junk food chains in Pakistan was based on the primary data gathered through personal observations on KFC and McDonald’s positioned in the double cities of Rawalpindi and Islamabad. The data were collected by completing questionnaire during rush several hours in the afternoon between doze: 00 noonday noontide, meridian to 2: 00 g. m. In all of the, 40 customers were made up during the study time period in KFC and McDonald’s. The info were accumulated during the first days of First month of the year 2010. 1 . 6 LITERATURE REVIEW First we will take into mind the history of KFC.
The company was founded since Kentucky Fried Chicken by Colonel Harland Sanders in 1952, though the idea of KFC’s fried chicken actually dates back to 1930. The company implemented the abbreviated form of its name in 1991. Refining its top secret recipe of 11 herbs and spices in 1939, KFC has come a long way. With over twelve, 000 stores in the world, APPLEBEES has preserved its name, for the last 60 years, of being the chicken Specialists. Now all of us will discuss the history of McDonald. In the past it was the greatest global restaurant chain, nonetheless it has as been exceeded by multi-brand operator, in the competitor APPLEBEES is together with the list.
The business enterprise began in 1940, using a restaurant opened up by friends Dick and Mac McDonald in San Bernardino, California. The present company dates their founding for the opening of your franchised cafe by Ray Kroc, in Des Plaines, Illinois, on April 12-15, 1955. At this point McDonald’s is present in one hundred twenty countries with about 32000 outlets. Industry entry in Pakistan has not been a big difficulty for APPLEBEES as it is a well-known international manufacturer. In that level they did promoted through their particular brand. Their particular promotion statement was “KFC in Pakistan. Opening the first KFC outlet in Gulshan-e- Iqbal in 97.
KFC used the title to be the market head in its market. Serving scrumptious and delete word food within a relaxing environment made APPLEBEES everyone’s preferred. Since then, KFC has been constantly introducing new products and beginning new eating places for its clients. Presently KFC is branched out in 9 major cities of Pakistan (Karachi, Lahore, Gujranwala, Sukkur & Muree) with more than forty five outlets nation-wide. Apart from rewarding our commitment of serving delicious, fresh and hygienic meals and at the same time featuring our buyer with the greatest entertainment; KFC also plays in the economics development of our country.
At this time KFC features provided to 1200 Pakistanis, which adds about 6000 people directly dependent in APPLEBEES Pakistan. In introduction stage KFC joined the market applying market-skimming approach. Their products had been high price and targeted just upper class. Later on they introduced packages that have been affordable by many people. McDonald’s Pakistan opened its doors in September 1998 for Lahore and presently with seven key cities using a network of 20 restaurants.
With a solid belief in the Ray Krock phrase while you are green you are developing, McDonald’s Pakistan has an extreme plan to increase in all different cities of Pakistan and is rapidly growing with all the focus to supply friendly and quick services restaurant encounter to their customers. Today countless Pakistanis place their rely upon McDonald’s each day to provide these food of a very high standard as well as good service. In past times five years, the response to McDonald’s arriving at Pakistan has been overwhelming. McDonald’s located in Pakistan are currently employing about 1, 000 Pakistanis and each store is handled by Pakistani managers.
They may have also offered in other methods than food service. B has purchase of over Rs 300 crore near your vicinity and repayment of fees and duties amounting to more than Rs 100 crore. Since McDonald’s is doing perfectly in Pakistan they will always grow and add more stores in more towns in the future. In Pakistan McDonald’s is faced with a tough competition by KFC. APPLEBEES and McDonald’s serve to dominate the fast food business in Pakistan. Both fast food stores serve all of their customers properly, given the various categories and factors that determine the achievements of restaurants and fast food restaurants in Pakistan.
However , depending on the conclusions of the prior research, it could be perceived that KFC is running a more fortunate business in Pakistan, in comparison to the business run by McDonald’s. This was given proof inside the article, based upon the many and varied replies of customers to surveys, which will involve their particular evaluation of both fast food restaurants, depending on a number of factors, namely, meals, service, environment, price, ease, brand, and promotion. In terms of food, though both take out restaurants almost have the same kinds, certain differences can still always be recognized.
The two KFC and McDonald’s present chicken and hamburger foods including snack foods, desserts, and drinks. However , only KFC offers a wide range of healthy aspect dishes, such as mashed spud, carrot coup, and that lotus fresh veg side meals. In this sense, KFC aims to uphold healthful eating and nutrition with their customers. Additionally , it has been emphasized in the case examine that KFC appeared to have the upper hand above McDonald’s regarding introducing new releases in the market. Almost all of the new products of KFC, such as its lunchtime items, address the tastes with the Pakistani. KFC has also been introducing new products on the market in a standard rate.
When it comes to environment and service, though both fast food restaurants appeal to their marketplace due to their hassle-free lighting, cleanliness, music, and decorations, still, KFC acts to have the advantage over McDonald’s. Based on the survey, more customers will be “Very Satisfied with the services and environment of KFC over McDonald’s. This is because the waiting time in McDonald’s is too long, when compared with KFC. Additionally , it can also be recognized that APPLEBEES has more benefits than McDonald’s, as employees in APPLEBEES have less time to connect to customers than its comparable version, as the amount of the business is larger.
The amount paid of foodstuff offered by both restaurants equally serve each other. However , the foodstuff offered by KFC is slightly higher, having the ability to offer a lot of meals which are not offered by McDonald’s, such as the Family Bucket, Backyard Chicken Burger Meal, and Hot & Spicy Wing Meal. However, the volume of shoppers in all provided times of day time, in equally weekdays and weekends remains to be higher in KFC as compared to McDonald’s. Given such characters, it can be perceived that more buyers prefer APPLEBEES to McDonald’s, thus, a sign of the fact that KFC runs a more successful organization than their counterpart really does.
Moreover, the findings of the study reveal “More low income and high cash flow customers favor KFC to McDonald’s, although average income customers like McDonald’s a lot more than KFC With this sense, it might be observed that KFC contains a wider variety of customers in comparison to McDonald’s, hence, indicating that even more customers patronizes KFC. Furthermore, for the finish, the proof that KFC is running a more successful organization than McDonald’s is indicated that not only in Pakistan KFC posseses an upper hand but in all over the world. 1 . 7 DELIMITATIONS.
The problem which in turn we confronted while doing our study are firstly the people were not very co operative in order to fill each of our questionnaire and we have to persuade them. Another problem is that people were hesitating to load our set of questions. 1 . almost eight DATA COLLECTION Q1) What is the age group? As taken our sample between 18-32. So the people who have loaded the form possess age among 18 to 32. Q2) What is the reason why of eating fast food? Q3) How often do you really use fast-food services? Q4) What’s your favorite fast food place? Q5) Price the junk food you have stopped at the most? (3 being excessive and one particular being low).
Q6) What type is your favorite meal? Q7) What fast food restaurants do you consider is most promoted? Q8) Which in turn fast food chain is in your opinion is somewhat more healthy? Queen 9) How favorable is definitely your frame of mind towards the junk food brands you may have eaten? (3 being excessive and one particular being low) Q10) Just how well the following brands gratify your needs? (3 being large and one particular being low) Q11) Which in turn brand presentation has an eye-catching look? (3 being excessive and one particular being low) Q12) Which in turn fast food restaurant has an eye-catching outlook? Q13) Which brand do you think deliver pleasant storage? (3 being high and being low) Q14) Which will brand do you think earns pleasant money?
Q15) On Average simply how much would you anticipate to pay for a quick food food? Q16) In addition to food which in turn place is more enjoyable? Q17) Which take out restaurant much more accessible? Q18) Which company offer discounts which have eye-catching prices? Q19) If you held your very own fast food restaurant, then which fast food restaurant attribute you want to follow-up? 20) Do you think the ongoing future of international prêt à manger chains in Pakistan is bright? 1 ) 9 INFO ANALYSIS Q1) What is your age group? As we have taken our test between 18-32. So the those who filled the shape have age between 18 to thirty-two.
Q2) what is the reason of eating junk food? The main reason that individuals eat for fast food eating places is because that they like the style. Customer wouldn’t keep coming back in a cafe if the style of meals does not satisfy their tongue. As quiche graph demonstrates that 82% favor taste, 13% prefer convenience and five per cent price, consequently price and convenience factor occupies an extremely small part of it, only the good taste allows and agree people to spend their cash on foodstuff. Q3) When do you employ fast-food services? 54% visit once a month 12% visit annually and once weekly. 17% 2 times a week and 5% go to other time.
It looks like most of the people go out and eat fast food once a month. In a close second place people visit take out restaurants 2 times a week. So pie chart result demonstrates that people love to eat junk food, but merely at several interval of your time. Q4) Precisely your favorite junk food place? There are tons of different take out restaurants around the world, but we narrowed down the options to McDonald’s and APPLEBEES. According to the householder’s choice 80% people like KFC while only twenty percent McDonald’s. KFC dominates over McDonald’s, additional questions likewise represent that people are more likely to KFC solutions.
Q5) Charge the junk food you have visited the most? (3 being large and you being low) 62%of the people prefer to go to KFC although only 15% prefer McDonald’s. KFC would be the first movers of fast food restaurant in Pakistan consequently they have 1st mover edge. They were the pioneer of fast food in Pakistan. The positioning of KFC in the head of people is extremely strong. Q6) Which one is definitely your favorite food? We offered various different types of food provided by both eating places. We prohibit people just to choose one meal which is one of their most favorite In line with the result 52% people like KFC chicken and 43%burger and 5% salad.
Although McDonald’s green salads were loved by 45%, thirty percent burger and 25% chicken breast pieces. Q7) What fast food restaurants do you think is most publicized? The study shows a small difference between your advertisements of both eating places. As they are leading fast food eating places in Pakistan so that they advertised nearly equally to create their root base strong in promoting their support. According to the data 57% persons think APPLEBEES is more marketed and 43% found McDonald’s is more publicized. Q8) Which fast food string is in the opinion is far more healthy? 67% people feel that KFC is healthier.
Individuals have positive procedure towards APPLEBEES because KFC food provides less persistent health risks mainly because its food involves ideal amount of nutrients. Q9) How advantageous is your attitude for the fast food brands you have ingested? (3 getting high and 1 staying low) 55% people graded KFC by 3 place, 37% people at second and 8% people to start with place. But MacDonald’s consequence differ 13% people graded KFC in 3 place, 37% persons at second and fifty percent people at first place. While results definitely shows those have favorable attitude towards KFC. Q10) How very well the following brands satisfy your needs?
(3 being high and 1 being low) fifty percent people are fully satisfied with APPLEBEES, 40% people satisfied and 10% folks are just satisfied. But MacDonald’s result change 15% individuals are fully pleased, 35% individuals are satisfied and 50% individuals are just pleased. Q11) Which usually brand packaging has an appealing look? (3 being substantial and you being low) In manufacturer packaging McDonald’s took award over APPLEBEES. The research result shows that 62%people like McDonald’s product packaging style when only 27% people just like KFC the labels style. Q12) Which take out restaurant has an eye-catching prospect?
Although consist of aspects APPLEBEES has go beyond McDonald’s nevertheless it comes to the outlook of the restaurant 63% people just like the outlook of McDonald’s and later 37% persons rated APPLEBEES. Q13) Which usually brand do you think bring pleasant memory? (3 being high and staying low) Pleasurable memory associated with good environment of the place and preference of the foodstuff. After analysis it was discovered that 60% people’s pleasurable memory can be associated with KFC. 32% people have KFC. 8% do not have as much pleasant recollections as others. Q14) Which brand do you consider earns enjoyable money? 54% people sights show that KFC makes pleasant cash.
And in an in depth second place 45%rated McDonald’s. Q15) Normally how much will you expect to pay for a fast food meal? 55% people be prepared to pay some at least Rs. five-hundred on take out meal. 30% agreed on spending Rs. one thousand while just 15% desire to spend Rs. 1500. Q16) Apart from food which place is more enjoyable? The popularity of any cafe is just not dependent upon the taste and price of food it also depend upon the enjoyable environment which include play area for kids, cheerful meal and gifts. 52% people consider McDonald’s is far more enjoyable although 48% persons like the environment of APPLEBEES.
Q17) Which in turn fast food cafe is more accessible? The result of this kind of question shows an even divide among both options. The increasing trend of fast food leads the two restaurant twigs to increase in numbers in order to make all of them easy to get to. 53% persons think KFC is more accessible while 47% think that McDonald’s is more accessible. Q18) Which in turn brand provide deals which have attractive rates? The higher percentage of people located the prices of KFC more desirable than McDonald’s. According to the info 55% people found rates of KFC affordable and attractive. Although that of 45% found McDonald’s prices clever.
Q19) If you owned your own take out restaurant, then simply which fast food restaurant Characteristic you want to girl? The majority outcomes show that KFC features won the race in our fast food study. It is located that KFC fulfill the requires of its customers at some level, so looking at KFC his or her ideal persons would like to follow the success songs of APPLEBEES in order to have dazzling future of their restaurant forward. 75% people like to the actual attributes of APPLEBEES for their own restaurant in support of 25% consider McDonald’s his or her ideal. Q20) Do you think the continuing future of International junk food chains in Pakistan is bright?
Based on people answers, 85%agreed together with the statement which the future of international fast-food chains in Pakistan is dazzling, 5% are not agreed on shiny future and 10% people have no idea about this. With this hectic lifestyles, time-saving products are significantly in demand; one of the most obvious illustrations is junk food. People need quick and convenient dishes as a result, buyers rely on fast food. Knowing this kind of, fast food services are creating new ways to market their products that save moment for consumers. All that make sense nevertheless because that is what “fast food should really mean¦cheap, quickly, and yummy.
1 . 15 CONCLUSION The final outcome we have sketched after doing our research is that the problem statement which we look into our studies confirmed. Each of our hypothesis that KFC is spotlight and McDonald’s is actually a side demonstrate was right and people choose KFC above McDonald’s for their good quality meals and their reasonable price, consequently KFC record a large marketplace than McDonald’s in Pakistan. 1 . 14 RECOMMENDATION AND SUGGESTION Following conducting the research we come to a point that about many of these people choose KFC more than McDonald’s here are some suggestions and recommendations to both the brands.
Based on each of our research we all suggest that McDonald’s should increase the quality with their food because majority of persons found McDonald’s a fewer healthy option. It was also available that Macdonald’s satisfies the requirement of people to reduced extent, so McDonald’s need hard for making up to the expectations of people. It was found by our exploration that although people prefer KFC over McDonald’s but they identified the packing of McDonald’s more attractive than that of KFC, so KFC should work with their taking and produce it more desirable.
When it comes to prospect of the restaurant, majority of persons like the perspective of KFC, so McDonald’s should improve their outlook. It was also found that KFC is more preferable advertised; consequently McDonald’s should certainly work in promoting their brand in order to get a large volume of customer. Pakistan is a price sensitive industry for many products and competition is powerful, so McDonald’s should preserve their selling price packages.
REFERENCES? Haider Tayyab, KFC McDonald’s Food Top quality Comparison, doze, 10, 2002 http://www. bandt. com. au/kfc-macdonald-food-quality-comparison/5d/0c01585d. asp? Jekanowski Mark, McDonald’s versus APPLEBEES who will win, 7, 6th, 2009, http://movementarian. com/2009/06/07/mcdonalds-versus-kfc-who-will-win/?
Meeks Michel, McDonald’s History, 2, 21, 2003, http://mcdonalds2. rozee. pk/content. php? lid=TWpJd09BPT0rQQ==? Keems Jack, KFC and McDonald’s comparison, 14, 22, 3 years ago http://findarticles. com/p/articles/mi_m0887/is_11_22/ai_111023412? Rehman Hameed, 2005, Foreign Fast Food Stores Statistics, Khabarnama News? Velazquez Allin, KFC and McDonald’s in Pakistan, 11, 11, 2009,.