Case Study - Kfc China Strategies

“Although many health authorities insist that there is no such thing as junk food, consumers find it a useful term for distinguishing nourishing food from products whose chief appeal is fun, convenience, and addictive taste; ‘bet you can't eat just one’ ”(Junk Food). Americans are spending about $4.6 billion a year on potato chips, and 23.5 billion a year on candy and gum. 46 Percent of adult Americans eat out on a typical day, and one third of them choose fast food. That is because the fast food industry has slowly become one of the symbols of American culture and is spreading to other cultures as well: McDonalds has 26,000 locations in 119 countries, Pizza Hut has more than 10,000 in 86 countries, and Subway has 14,500 in 75 countries. Commercials, signs, and huge advertisements are pushing junk food at us every day; people cannot even go to the grocery store without candy bars being lined up right by the checkout. The junk food industry realizes how appealing it can be. When a person is in a rush, they can easily eat a large meal without having to make a lot of decisions, work, dress up, or get out of their car. The speed and convenience fit Americans’ pressured lifestyles. It does not fit, however, to our health and wellness. A fast food meal, such as a Burger King Double Whopper with cheese, contains 965 calories, more than double the amount of fat, and as much as 750 grams too much sodium

Throughout the years in the United States, fast food has become the prominent diet of citizens. Many people do not realize the harmful effects of eating fast food on a daily basis. Many people in the United States are use to consuming foods that are processed with sugars and other chemicals, without being aware of eating a unhealthy diet can increase the risks of being obese ;as well as, having numerous health issues. Although people try their best to eat healthy and more productive they do not know what foods to eat or whether if it is healthy for them. In the articles “Don’t Blame the Eater by David Zincekino and “Escape from the Western Diet” by Michael Pollan. There were a number of similarities and differences in the details highlighted in these two articles.

Fast food has quickly managed to imprint itself on American culture. The greasy, unhealthy form of empty calories has infiltrated into the homes of many, including my own. In my younger days, my parents often took me out and treated me to french fries and chicken nuggets. It had become a tradition to go to McDonald’s every week. This poor eating pattern has now led to my family having a special fondness for the fast food chain, just as McDonald’s strives for.

I. IntroductionBecause of the omnipotence of fast food chains in America, when we feel the urge for an easy meal, Americans, in general, immediately look to the fast food nation for a quick suppression to their hunger. Because we live in a time-is-money society the most efficient means of hunger satisfaction is the almighty drive-through. Corporations spend billions of dollars advertising to enhance sales of their products. With American catching on to the lack of healthy food options in the fast food nation, fast food chains began campaigning healthier food such as their salads and fruit cups. However salads may sound healthy but a Southwest Salad with Grilled Chicken from McDonalds has 320 calories and 90 grams of fat. Where's the "healthy" in that. Now that Obesity is the second leading cause of preventable death in the U.S. we need to re-evaluate the importance of healthy eating. By increasing awareness of the

Around 160,000 fast food franchises have been opened all over America. America is the most obese country in this world. Healthy food is supplement rich, yet fast food has a tendency to be poor in nutrients and high in calories. Know that fast food can satisfy our day by day calories requirements; not only it gives us calories, but it also harms our health with other ingredients. For instance, fast food is high in soaked fats and trans fats. In addition, it has additives, chemicals, and artificial flavors. Fast food impacts our health and causes infections, for example, heart disease, diabetes, high blood sugar and high blood pressure. On the other hand, healthy food provides the best nutrients and protects our body from sickness, since it contains vitamins, proteins, and minerals. Fast food is addictive and unhealthy. (Obesity in America) (Chronic

America is one of the fattest countries in the world and is getting fatter by the second. Fast food used to be simple, small portions, less calories, and even simple menus. Now wherever you turn, there is a restaurant just right around the corner. Just in the past ten years the range of food choices has emerged. Fast food is the reason why health problems have become a major health issue in the United States. Although fast food has made it easier on Americans, Americans are at risk of preventable health issues, like obesity, heart disease, and diabetes; therefore, fast food has impacted Americans in a negative way.

Fast food has without a doubt changed the way people eat in America, and is partly to blame for diabetes, obesity, and heart disease. According to Murray (40) more than 300, 000 every year are related to obesity. Individuals should know what they are consuming and how it is prepared or made; they should spend their hard earned money on restaurants that make healthy food. So why is fast food unhealthy? Fast food may look tasty and appealing, however, they contain a myriad of hidden health hazards that are dangerous if consumed in large quantities and are a primary cause of obesity, particularly in children. The effects of eating fast food on a person’s health are: increase in blood pressure, a delay in the metabolic rate, increase in the levels of bad cholesterol, destabilization of blood sugar levels, and weakening of the immune system. Furthermore, the effects of fast food include obesity, nutritional deficiencies, and cardiac problems among other health hazards. No one is forcing individuals to eat fast food, but the fact is that fast food restaurants will change when consumers demand changes. Even if three percent of Americans complained about fast food, it would make a substantial drop in

Fast food critics have revealed that fast food patrons are more indolent and slothful in handling home chores, while the other individuals who prefer healthy home-cooked meals are more energetic, active and willing to deal with chores better. They also pointed out several reasons why fast food eateries may be less healthy than other types of restaurant, these include time, costs and signatory dishes (Spurlock and Schlosser). But in the actual context, this may not be so for all fast food restaurants as more restaurants are digging into improving their meals’ healthiness for the sake of their customers and the public on the whole. Hence, whether fast food should be blamed to be the main trigger to obesity is still disputable. Though research has demonstrated that people that eat fast food inclined to be obese compared to those who do not (Paeratakul et al.), will a greasy home-made stir-fry dish do a better job to enhance the consumers’ health than a pair of roasted chicken sandwiches in a fast-food

Over 45 million people have gone to eat at various Fast Food restaurants such as Burger King and McDonalds. Americans have depended on Fast Food restaurants for around 6 decades, whenever they want something quick and delicious to eat. According to the Centers for Disease Control, “one in five American adults [are] obese or classified as obese; while thirty percent of children in the U.S. are suffering from obesity”. This is astounding due to the fact that many ingredients in fast food such as Sodium Benzoate, Sodium Nitrate, and High Fructose Corn Syrup have been shown by studies to cause diabetes, cancer, and many other diseases. The Fast Food Industry, because of the aforementioned problems with obesity and diseases along with how the Fast

The fast food industry provides quick, cheap, and easy access to foods that in the customers opinion, is very delicious, and affordable, however this food which millions of people around the world are constantly consuming, could actually cause major health problems, and weight gain in the long run. Major fast food companies throughout the world know what they are doing when it comes to marketing towards all types of people. Some people will find numerous different things to blame for the epidemic of fast food making individuals overweight. In recent research on, or discussions of the fast food industry having an effect on people's health, a controversial issue has been raised, and that is the fact that this problem affects not only

Mike Adams, a widely influential health advocate, once explained that, “Today, more than 95% of all chronic disease is caused by food choice, toxic food ingredients, nutritional deficiencies and lack of physical exercise,” (Group). Because people’s diets contribute so immensely to staying healthy, individuals should prioritize eating nutritious food. Unfortunately, more than 232 thousand fast food establishments thrive in the United States, and nearly half of Americans dine at these restaurants multiple times a week (Fast Food Eating Statistics). Because of the tempting flavors, immediate satisfaction, and economical prices, restaurants like McDonalds, Chick-fil-a, and Carl’s Jr. have become symbols of

Marketing strategy is a method of focusing an organization's energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm's marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of overall firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in

As mention before, Restaurant Brands International is a merger company that contains Burger King, a coffee shop and a restaurant called Tim Hortons. Since it was a merger that occurred in 2014, there isn’t much info for the company; however, since Burger King has been almost as old as McDonalds so much of the info will come from Burger King. Burger King is practically the same as McDonalds created in 1950s yet a few years later after its competitor was born. The main difference of how it was created was that Burger King started off like a stove and that name of the stove was named Insta-Boiler.

Kentucky Fried Chicken (KFC) is a popular fast food chicken restaurant chain around the world. (Bell, Shelman, 2011) It is one of the subsidiary of Yum Brand. This company also operates the Pizza Hut and Taco Bell. (Yum! Brands, Inc, 2016) KFC was founded by Harland Sanders in 1952. (Bell, Shelman, 2011) Sanders was successful in creating the brand, even the logo of KFC brand is the portrait of him. He became a notable figure in American history thanks to his great contribution on creating KFC brand. Nowadays, KFC becomes more and more popular, the sales ranking of KFC was the 11th among the worldwide restaurant brands. (The QSR 50, 2015) The sales of KFC in 2014 was 4200 million dollars. (Details in Appendix 1) It means KFC has a large quantities of consumption needs. Actually, KFC has 14,577 restaurants around the world and 70% of them are located outside America (Yum Brand Annual Report, 2015). The restaurant profit was increased year by year from 2013 to 2015. (Details in Appendix 2) Therefore, it is potential to enlarge the customer base by analyzing consumer behaviors.

Providing customers with the best of both worlds: west meets east. In addition to its radical strategic approach of localization with regard to its food, they extended that viewpoint when selecting their management team. By hiring Chinese executives, Yum! Brands is able to build relationships with the local suppliers more easily and quickly. It definitely helps with their competitive advantage that chicken is a staple meat in China. Given these factors, it is clear that KFC has a competitive advantage in this market. However, taking a closer look at the industry and thinking longer-term, the competitiveness is undesirable but there is still potential to improve profitability. See the analysis