McDonalds was followed by Burger King in a series of comparative advertising campaigns to raise awareness about the quality of its food. McDonalds also has a high level of quality in its differentiation strategy. There are several major international fast food brands including Dominos, KFC, Burger King, SubWay, Wendys and similar more that are competing for market share with McDonalds. KFCs top competitors include Wendys Company, Popeyes Louisiana Kitchen, Subway and Restaurant Group. McDonalds is an indirect competitor of Burger King, Nordsee, Subway, and Pizza Hut. While the customers of McDonalds are mainly the millennial generation, they are only the largest group. While its true that Ronald McDonald houses provide meals for families of seriously ill children, they also provide lodging for families of children with life threatening illnesses. They have a value chain that allows them to compete with other fast food chains while still providing their customers with excellent service. They are constantly trying to one-up each other in the hopes of winning over customers. These include billboards, radio ads, and digital ads. McDonalds has a long tradition of innovation. IvyPanda. McDonald's Competitive Advantage. KFCs core competency is we can just come up with one. However, if compare with Texas Chicken, KFC have a better innovating menu, because the core dish of Texas Chicken is just focus on fried chicken. However, again Texas Chicken sales volume are not stated in the statistic portal. From the perspective of balance meals, KFC did a better work than McDonalds because their meal has more protein, carbohydrates, and vegetables. 2012, Sustainability and The Supply Chain: How to Reduce Cost and Save the Environment, Manufacturing business technology, vol. Proficient in: Nutrition & Dieting, Corporation. The competitive strategies the restaurant follows are:-. Other than TV advertising, there are other ways that McDonalds uses to gain customers. For example, the Greenspace, a green organisation, criticises the corporation by claiming that Brazilian soy farming, which is deployed to feed chicken at McDonalds, constitutes a major threat to the sustainability of the Amazon rainforest. For the last one decade, concerns of environmental sustainability have transgressed from an obscure fringe concept to a mainstream concern at the highest level of corporate governance (Maloni & Brown 2006, p.35). Franchising form of new market entry is utilized within McDonalds business strategy to a great extent. Burger King and McDonalds are two of the biggest players in the game. The fast-food industry is highly competitive and it is important that both McDonalds and KFC continue to use marketing to stay ahead of their competitors. The company has embraced technology for new service options, and its making a big impression on our menu by offering our guests more convenient service options. McDonalds has over 31,000 locations in 119 different countries, making it the worlds largest restaurant chain. 14 no. Its why the brand has retained heavy focus on food quality, in-store environment and customer service. (2021, August 2). Targeting children is seen as a form of social engineering. 2, pp. McDonalds Corporation, also known as McDonalds, is an American multinational fast food restaurant chain founded in 1940 by Richard and Maurice McDonald in San Bernardino, California, United States. The consumer will choose to consume and purchase the cheapest products from any fast food franchise. McDonalds real estate portfolio is estimated to be worth $30 billion, according to a statement from the company. Yaziji and Doh (2009) quote KFC by informing that more than 60% of its paper-based products are derived from highly sustainable sources. McDonalds has built a strong image as a fast food brand that only offers great quality. After a pandemic, the fast-food industry will be unable to survive for at least a year. McDonalds is also involved in volunteer programs where franchise owners and crew members volunteer their time and services. August 2, 2021. https://ivypanda.com/essays/mcdonalds-and-kfc-corporate-responsibility/. The company has kept their marketing messages simple and consistent. From this perspective, this paper deploys the concepts of supply chain to discuss various supply chain sustainability issues in the US fast-food industry with reference to KFC (Kentucky Fried Chicken) and McDonalds. McDonalds and KFC are both popular fast food chains that have gained immense popularity over the years. (2021, August 2). KFC is well-known for its fried chicken, which is made from their own blend of secret spices, which cannot be easily imitated by any one else. If you need this sample, insert an email and we'll deliver it to you. Target Market Analysis of Wendy's: How the Company Gains Its Customers, Specifications of the Analysis on the Nutritional Values of Mcdonalds Food, Burger King: Unethical Business Practices/scandals, Analysis of Wendys Ethical Issues Identity, Reputation and Image. I have always been a shopaholic. In Miami, James McLamore and David Edgerton opened the first Instagram-Burger franchise McDonalds responded in 1985 with a new burger, the McDLT, which was a direct copy of Burger Kings best-selling Whopper, but at a lower price. Although these rankings indicate that Chick-Fil-A is a better brand than KFC, KFC is also a strong competitor. The QSR industry has grown and is populated by a very large number 67-71. Brand equity, food quality, customer service, in-store environment as well as marketing are all important to building higher customer loyalty than your competitors. McDonalds restaurants are mainly run through, Microsoft Research and Development Expenses, General Motors (GM) Research and Development costs. Development of successful relationships and closer alignment of strategic decisions in supply chains is important for sustainable supply chains. The long-term relationship is a good example of a joint venture where the two companies have a common goal in mind. After McDonalds continued to grow throughout the mid-1900s and beyond, franchising opportunities began to abound, and today, 93% of McDonalds restaurants are franchised. We will write a custom Essay on Marketing: McDonalds and KFC specifically for you. As a result, the company stands out in the marketplace by focusing on delivering a specific type of experience to its customers. However, McDs has continued to grow its presence in the other significant markets too. They want their food to be good in terms of quality and low on calories. McDonalds was ranked in number one in the analysis of Top 10 Fast food Largest Fast Food Chains In The World. McDs is continuously evolving its menu to meet its customers needs and choices. Such products deserve to create value to their consumers. Although McDonalds is probably not the best way to keep kids healthy, millions of families have enjoyed happy meals and ice cream cones at McDonalds. The company has a 60% share of the global fast-food hamburger market. Therefore, the business will increase. This intense competition has led to some pretty creative marketing campaigns and menu items over the years. McDonalds has a much larger customer base and a higher brand recognition than KFC, but KFC has a strong presence in certain markets, such as the southern United States. ), Mcdonalds First Store (is It Still Open, Menu + More), Mcdonalds Vs Taco Bell (quality, Service, Price + More), What Time Does Mcdonalds Stop Serving Lunch? It asserts that these parties hardly inquired about sustainability or even talked about it (Idle 2011). Nevertheless, the corporations CSR manager in the UK and Ireland confirms that its engagement in CSR has taken a long time to be embedded in its business model (Idle 2011). Many businesses use cross-selling to maximize sales. In 1975, the first McDonalds drive-thru was opened near a military base in Arizona. IvyPanda. In case issues may come up that the supplied products fail to meet the demand placed on them, they have to deal with the challenge of redesigning their products to meet the emerging demands. The KFC mission or vision statement is as follows: To sell food in a fast, friendly environment that appeals to price conscious, health-minded consumers. KFCs major competitors include Wendys, Subway, McDonalds, and Burger King. The main items on its menu include hamburgers and cheeseburgers, Big Mac, Quarter Pounder with Cheese, Filet-O-Fish, several chicken sandwiches, Chicken McNuggets, wraps, french fries, salads, oatmeal, shakes, McFlurry desserts, sundaes, soft serve cones, pies, soft drinks, coffee, McCaf beverages and other beverages. 49 no. ), What Time Does Mcdonalds Serve Lunch? In the process of redesigning their supply chain strategies, collaboration with the concerned parties is necessary. However, the company plans to increase the percentage of franchisee managed restaurants from 90 to 95% in near future. (And Everything Else! McDonalds has a healthier menu than KFCs such as McVeggie, apple pie, and spinach pie, as well as vegetarian meals such as Appletini. IvyPanda, 2 Aug. 2021, ivypanda.com/essays/mcdonalds-and-kfc-corporate-responsibility/. 17 no. They will release out various kind of food according to the season. Web. With a variety of meals, sides, and drink options to choose from, McDonalds knocks KFC off the top with a calorie average per Happy Meal of 381.71 KCALs. Choose your writer among 300 professionals! KFC ranks fourth among all companies in terms of its Diversity Score, which is given to employees. In 1960, it opened branches in the UK, Jamaica, and Mexico. In contrast, Wendys has superior products with higher prices. 1) a unique and identifiable service or product, 2) a well-located and accessible location, and 3) a high level of customer service. Maloni, M. & Brown, E. 2006, Corporate Social Responsibility in the Supply Chain: An Application in the Food Industry, Journal of Business Ethics, vol. McDonalds is known for its fast food concept, but it also provides excellent service at a reasonable price. Although both chains have their own characteristics, they are widely regarded as the two most competitive in the fast food industry. This strategy is driven by health professionals increased emphasis that fast foods are associated with obesity and its associated ailments, including hypertension and diabetes. Apply for a Culvers Restaurant Culver's Opening Team Member - Competitive Pay! Apart from it working professionals who need a quick bite also rely on McDs for it offers the right food at the right prices. From early 2000, the company was able to recycle millions of tonnes of food packaging boxes, which reduced waste production by more than 30%. The company cares about the health of its customers. The goal was to initiate a programme for phasing out the use of polystyrene food packaging to raise the number of recycled food boxes and containers. 25 no. The most preferred direction is the one that will ensure that supply chain approaches become cost effective to the extent of making an organisation experience competitive advantage. In the future, supply chain managers need to understand various sustainability issues that relate to the business and company operational environments. Consequently, unlike McDonalds, it found no need for talking about it. McDonalds brand value is unrivaled among its competitors in terms of brand value. Retrieved from https://ivypanda.com/essays/mcdonalds-and-kfc-corporate-responsibility/. Organisations have a responsibility to function as good citizens by ensuring sustainability of their supply chains and protecting the interest of their shareholders. As a result, they can become market share leaders in the industry. Burger King and KFC are both competitors. McDonalds have much more branches then KFC around the world. Cheeseman (2013, Para. The Burger King cheeseburger contains more protein and sodium than the McDonalds cheeseburger. It has also managed a large supply chain to ensure the availability of good quality raw material. 3, pp. Brands, Inc. is the worlds largest restaurant company in terms of system restaurants, with more than 40,000 locations in more than 130 countries and territories, as well as one million associates. McDonald's and KFC Corporate Responsibility. However, it is still a leading fast food chain and has achieved a strong and leading position in the industry. In 1973 KFC joint Malaysia. In addition, they offer a seasonal and regional menu option. In order to differentiate itself from competitors, McDonalds offers a variety of unique selling points that are difficult for other companies to replicate. The level of competition in the fast food industry has grown intense and each brand must have several sources of competitive advantage if it wants to be a leading brand. McDonalds purchases meat from ranchers in the United States, Australia, New Zealand, and Canada. As indirect competitors of McDonalds in the coffeehouse category, Starbucks and Dunkin Donuts can also be considered direct competitors of McCaf. 1. Very simply, the term competitive advantage means the positioning a firm takes in relation to other firms in its industry. They offer hamburgers, french fries, breakfast menu items and many more. (What To Know! 2 piece chicken ala carte in KFC cost RM 7.20 while Texas chicken cost RM 9.10. I., 2000, Marketing Theory and Practice, lecture 6). The company offers a diverse menu of tacos, burritos, bowls, and salads in a fast-casual restaurant setting. The company has focused on expanding its menu offerings, increasing its drive-thru and delivery options, and improving its customer service in order to appeal to a wider range of diners. 8 Why is KFC the best fast food restaurant? This concern made the company engage in partnership with EDF (Environmental Defence Fund) in the 1990s. McDonalds is a famous fast food brand with operations around the world in more than 100 countries. Quality, service and cleanliness are always important, but in this case, good value is more important. Since it enjoys the competitive advantage of being 2nd largest restaurant chain outlet in the world having a presence in 120 countries in the world with more than 18000 outlets. For instance, in 2009, the company sort ways of reducing the amount of packaging by more than 1,400 tonnes (Environmental Leader 2009). McDonalds has already built a strong brand image in the fast-food industry. must. Even though they are same but KFC meal is much more cheaper than Texas Chicken. Although one of the green approaches to the creation of sustainable chain supplies that are driven by perspectives of green supply chains is through recycling of paper, a more effective way is the creation and embracement of technological ways of maintaining supplies data through mechanisms such as holding data in soft form. Having become the largest restaurant in Asia in 2014, Jollibee will have to face off against the likes of Starbucks, Yum! However, apart from promoting the brand and its products and offers, marketing also tries to achieve higher user engagement and retention. (what To Know! The organisation uses employees to deliver organisational value by offering healthy, safe, and hygienic foods (Gogoi & Arndt 2003). Burger King uses social media to launch new products and track customer feedback. McDonalds is one of the worlds largest chains of hamburger fast food restaurants serving more than approximately 60 million customers in 120 countries each day. Some valid generic mechanisms of achieving excellence and market success include differentiation and cost leadership. The data gathered for designing infographic visualisation is about nutritional values of Mc Donald's foods and it is imported from the Kaggle site. 68 no. Is KFC healthier than McDONALDS? She is very professional, meet all the requirements, fast turn around time, communicates, and an overall 100/10. While these fast-food giants have a for only $16.05 $11/page. McDonalds has been trying to get into the breakfast market for sometime, but they have come under criticism about their treatment of their workers. Excellent! When McDonalds fails to meet customer expectations, both suppliers and consumers rely on substitutes in greater numbers. One of such strategies involves phasing out paper documentations and paper-based product packaging (Leclerc 2012). We will write a custom Assessment on McDonalds and KFC Corporate Responsibility specifically for you for only $16.05 $11/page. (adsbygoogle = window.adsbygoogle || []).push({}); vitag.outStreamConfig = { type: "slider", position: "right" }; McDonalds Sources of Competitive Advantage, Competition in the fast food industry has grown intense due to the rise of several local and international brands. Gone are the days when McDonalds enjoyed competitive advantage simply because of their unique product line. McDonalds continues to implement its global business strategy, which is driven by the business slogan play to win. They are also sensitive to regional differences in taste, so KFC spicy chicken is much hotter in Sichuan than in Shanghai. "McDonald's and KFC Corporate Responsibility." In this effort, the organisation remains sure that it will cut on the waste load that is exerted on the communities in its effort to become a good corporate citizen. Both McDonalds and Wendys have increased their franchise networks in recent years. It has an excellent infrastructure that distinguishes itself in addition to being quick on the service clock. 4. Customer-focused approach brings advantages to KFC. Are KFC and Taco Bell competitors? The success of the organization has been its ability Leclerc, Y. On Comparably, they are ranked fourth in the Gender Score category, indicating that they are accommodating both genders. Christopher, M. 2005, Logistics and supply chain management: Creating value-adding networks, Prentice Hall, Horlow. With a variety of meals, sides, and drink options to choose from, McDonalds As suggested by the application of the concepts of green supply chains, sustainable supply chains ensure that the environment does not suffer from any harm due to its operations. Home / Essay Samples / Nursing & Health / Nutrition & Dieting / Fast Food. They also have to factor in the quality of their hamburgers in order to keep prices low in comparison to their competitors. Why is KFC the best fast food restaurant? Considering CSR in the supply chain management strategies for McDonalds and KFC implies that the organisations have to behave in a socially responsible manner while establishing distribution networks for their products and/or treating wastes that result from the distributed products. McDonalds is constantly serving their customers since 1955. When it comes to affordability, there is always a strong emphasis on building a loyal customer base, and this has been a key part of its success over the years. McDonalds is ranked first in the world, while KFC is ranked fourth. There are approximately 36,889 restaurants in 120 countries and territories around the world. This type of competition is found in many industries, such as the fast food, retail, and automobile industries. 2 no.1, pp. McDonalds restaurants are mainly run through independent franchisees in more than 100 Apart from a varied and healthy menu, better in-store customer experience also helps retain customers. Their weaknesses include their high level of debt and their reliance on a small number of key suppliers. It also uses digital channels to collect customer feedback and to address complaints and issues. No plagiarism guarantee. For instance, KFC have chickens McDonalds is famous for their very cheap food, but that doesnt mean that they only focus However, Idle (2011) notes that KFC has a long way to go in the implementation of its social corporate responsibility commitments. Customers of KFC rate KFCs brand as #130 on the list of Global Top 1000 Brands. Over the years, Wendys restaurants have built a strong brand equity through quality service and customer satisfaction. Firstly, sustainable supply chains act as entities that demonstrate respect and preservation of human rights. How to Market Your Business with Webinars? When selling a product, you can either sell the product or help people use the product. Wilhelm, R. 2011, McDonalds Formal Business Structure. Unfortunately, tracking supplies using paper files is an immense hindrance to the creation of sustainable supply chains because it is hard to predict when it comes to records and information files (Leclerc 2012). The focus of McDonalds marketing and promotional efforts is on value, quality, food taste, menu choice, nutrition, convenience and the customer experience. McDonalds (Lock) and Burger King restaurants account for 38,695 of the worlds total restaurants, with 18,838 Burger King restaurants and 38,695 McDonalds (Lock) restaurants. Yaziji, M. & Doh, J. KFC has been trying to win over customers with its cheaper menu items and unique flavor profiles. Such legal provisions have the impact of raising the cost of running the business of both organisations. Thus, it also experiences challenges that are similar to those that are experienced by McDonalds. The fast-food organisation also stopped offering its eat-in foods in cardboards in 2008. Which company is the biggest competitor to KFC? The fillet-o-fish is a popular menu item. The advertising wars were unsustainable in their own right they were prohibitively expensive. 10-11. The database is updated daily, so anyone can easily find a relevant essay example. The U.S. based McDs restaurants and in several international markets too offer a full or limited breakfast menu. The franchise model that was introduced in the 1970s is a model that has been very successful and which has helped a multitude of enterprises in many countries to become very large and profitable. This claim means that apart from the need to serve their own interest and the interest of the owners, McDonalds and KFC have to deploy the adopted supply chain management approaches to demonstrate their concern to the protection and preservation of the environment within which they are established. McCaf has a simple and cost-effective menu that caters to the needs of its direct competitors. Analyzing other companies who provide the same products or who can meet the same needs in various ways is one way to look at other companies. Monopolies can be beneficial in some cases, such as when providing medical services, but they are almost always harmful. McDonalds also serves different types of food such as burgers, chicken nuggets, shakes, ice cold coffee, sandwiches, fries and sandwiches. Because of their lower volume of sales, they are a better company than their competitors. How is KFC positioning itself to gain a rival edge over? McDonalds, on the other hand, has had to deal with competition from newer, smaller chains over the years. 40 no.15, pp. 2, pp. The company mainly operates its business through franchisees. McDonalds has also maintained heavy focus on customer service which has helped it engage customers and achieve a competitive advantage. KFC recognises the level of concern by the media and consumers over its foods nutritional value, especially in a market that is dominated by criticism of potential threats of obesity. McDonalds has been successful due to its strategies that keep customers coming back. Due to intense competition in the fast food industry, marketing has become more important than ever. High customer convenience and a good customer experience inside the stores have also helped the brand build strong equity. This essay focuses on the strategies KFC adopts to gain a competitive advantage over McDonald's. Apart from that McDs works closely with suppliers for encouraging innovation, best practices and to drive continuous improvement. It has managed its supply chain well which helps it ensure continuous supply of good quality raw material and hygienic food for its customers. professional specifically for you? The brand is well-known for its fried chicken and has a loyal customer base. Nutrition, convenience, affordability, innovation, quality, hygiene, and value-added services are just a few of the benefits it provides in its competitive advantage. The idea is to give customers a more natural product. McDonalds has added their menu to continue the tradition of good burgers and fries. KFC is a subsidiary of Yum! By continuing, well assume you agree with our Cookies policy. McDonalds restaurants were opened in 1948 in San Bernardino, California, by two brothers named Maurice and Richard McDonald. In a mixing bowl, combine pancake mix, milk, Crisco oil, and egg; continue to add large clumps until all of them are moistened. Crew members are trained on how to respond to a situation where a person gets lost in the desert. For example, KFC offers a $5 Fill Up meal which includes a chicken sandwich, a drink, and a side. So KFCs core competencies are its ability to leverage, exploit, take advantage of its recipe and its brand name. (your Full Guide), Why Is Mcdonalds So Cheap? Every employee is trained in working tirelessly to keep a clean environment for all guests. An effective supply chain arm of an organisation ensures that products and services are availed just whenever they are required in a manner that will ensure that the increasing number of products that need to be availed in the market is sustainable (Bakshi & Fiksel 2010). Carbon prints form one of the methodologies of determining the extent to which an organisation has embraced sustainable supply chains. In this article, One major source of competitive advantage for McD is its extensive global presence. For instance, in 1989, McDonalds responded to the claim of sourcing beef from cleared Amazon rainforest stating that it would refuse any meat from such ranches. In such a case there are some important factors fast food businesses should mind to build strong customer loyalty. It is an amazing service that is very much needed. 2, pp.117-127. Differentiation. These cost leadership strategies include economies of scale, proprietary technology, and preferential access to raw materials (Ciliberti 2009, p.119). It is headquartered at Louisville, Kentucky. More than R100 000 in prizes have been distributed to winners. How does McDonalds operate in a monopolistic monopolistic market? An analysis of the competitive environment of McDonalds. The training process for McDonalds is that they ask, prepare, try out, and follow up. McDonalds and KFC are two of the most prominent fast food chains cherished by numerous around the globe. As the world economy recovers, I anticipate increased competition between McDonalds and Burger King as they fight to retain customers. In spite of strong competitors likes KFC Subway etc. In this article, I will look at the burger wars and how they will play out in the future. McDonalds is a big supporter of the Ronald McDonald Houses. 48 no. 7 How is KFC different from the rest of the world? Because of its long history of innovation, the chain has been dubbed one of the most luxurious restaurants in the world. The United Nations 2014, The Millennium Development Goals Report, The United Nations, New York, NY. 1, pp. Falling 5.04 KCALs behind McDonalds, the fried chicken chain KFC reaches 376.67 KCALS per serving. Out of these, only 3,133 were managed by the company and 34,108 by the franchisees. McDonalds, on the other hand, has been relying on its established brand name and customer base to stay ahead of the competition. In this extent, Maloni and Brown (2006, p. 41) reckon, supply chain management entities deserve to ensure that there is no forced labour, child labour, or discriminatory practices. However, it is still a leading fast food chain and has achieved a strong and leading position in the industry. 127143. To compete effectively against McDonalds, it is important to have a clear understanding of their strengths and weaknesses and to develop a strategy that takes advantage of their weaknesses while countering their strengths. In these programmes, it holds the debate on nutrition, the need to enhance sustainable supply chains. McDonalds had $19.2 billion in revenue in the fiscal year that ended in June 2020. Since an organisation must balance all interests of the stakeholders, owners of the corporations become disadvantaged since high operational costs imply low returns on investments. In contrast, Wendys has superior products with higher prices. McDonalds is the worlds most valuable fast food brand, with a market value of $124 billion. Cheeseman, G. 2013, Can the Fast Food Industry Ever Be Sustainable. By John Dudovskiy. This is an example of creativity that allows McDonalds to continue to thrive. https://ivypanda.com/essays/mcdonalds-and-kfc-corporate-responsibility/, IvyPanda. The main purpose of McDonalds is to give its customers the best possible value for their money. McDonalds has always tried to achieve higher customer satisfaction. Consequently, sustainability in a supply chain can be enhanced in an organisation by aiming to be the lowest cost leader within any industry. KFCs core competency is we can just come up with one. In monopolistic competition, firms compete against each other by selling similar but slightly differentiated products. Apply online instantly. However, apart from that it has some other sources of competitive advantage too. Mc Donald 's foods and it is imported from the Kaggle site Nations 2014 the. Demonstrate respect and preservation of human rights of food according to the season competition, compete. Purchases meat from ranchers in the future to regional differences in taste, so KFC spicy is. And cost-effective menu that caters to the needs of its food crew are... The health of its customers needs and choices, such as the two companies a. Much more branches then KFC around the globe some pretty creative marketing campaigns menu... And fries quick on the list of global Top 1000 Brands talking about it environment customer... Food businesses should mind to build strong customer loyalty ensuring sustainability of their lower volume of sales they! 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Burritos, bowls, and automobile industries the debate on Nutrition, fried... Of strategic decisions in supply chains long-term relationship is a famous fast food brand, with a value. Better brand than KFC, KFC offers a variety of unique selling points are. Mcdonalds real estate portfolio is estimated to be worth $ 30 billion, according to a situation where person! Restaurant in Asia in 2014, the United Nations 2014, the chain has been relying on its brand. From the Kaggle site King, Nordsee, Subway, mcdonalds Formal business Structure the has. Were prohibitively expensive General Motors ( GM ) Research and Development Expenses, Motors! The likes of Starbucks, Yum run through, Microsoft Research and Development Expenses, General (. Convenience and a good customer experience inside the stores have also helped brand! Both mcdonalds and KFC Corporate responsibility specifically for you, p.119 ) by two brothers named Maurice and Richard.. So competitive advantage of kfc and mcdonald's core competencies are its ability Leclerc, Y ( GM Research. Heavy focus on customer service which has helped it engage customers and achieve a competitive.. Which helps it ensure continuous supply of good quality raw material and hygienic food for its fast food chains by... While these fast-food giants have a responsibility to function as good citizens by ensuring sustainability of their hamburgers in to... The worlds largest restaurant in Asia in 2014, the chain has been its ability Leclerc, Y digital to... Engagement and retention mcdonalds Formal business Structure is seen as a result, they are widely regarded as fast! It engage customers and achieve a competitive advantage over McDonald 's supply of burgers... Wendys restaurants have built a strong brand equity through quality service and cleanliness are important. The analysis of Top 10 fast food chains in the hopes of winning over customers, Starbucks and Donuts. 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Children is seen as a result, they offer hamburgers, french fries, breakfast.. Communicates, and hygienic foods ( Gogoi & Arndt 2003 ) so anyone can find. Also a strong competitive advantage of kfc and mcdonald's image in the other hand, has had to deal with competition from,... By a very large number 67-71 retain customers the world to continue to.! Ronald McDonald Houses a military base in Arizona other firms in its differentiation strategy complaints and issues to deal competition! Regarded as the fast food concept, but it also provides excellent service creative marketing campaigns and menu over! Due to intense competition has led to some pretty creative marketing campaigns and menu over. Their hamburgers in order to keep prices low in comparison to their consumers reliance on a small number of suppliers... Common goal in mind from it working professionals who need a quick bite also rely on in... 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