Mcdonald's vs Kfc

Topics: Fast food restaurant, KFC, McDonald's Pages: 10 (2702 words) Published: April 10, 2012


McDonald’s Corporation is the world’s largest chain of fast-food restaurants, serving nearly 47 million customers daily. The corporation started as a small drive-thru restaurant in 1948 by Dick and Mac McDonald. Ray Kroc saw the great opportunity in this fast-food and advised the two brothers to expand its operation and open new restaurants. Ray acquired franchising rights from the owners, the McDonald brothers and then, founded McDonald's Corporation in 1955. In 1967, McDonald’s expanded its operations to countries outside U.S.A. McDonald started its quality journey by Ray whom was relentless in his pursuit of providing the best product quality, delivering the best service in clean restaurants, anywhere in the world. McDonald’s The first McDonald’s was established in 1975 and McDonald’s Hong Kong (MHK) being one of the leading Quick Service Restaurants (QSR) in Hong Kong, demonstrated her company-wide commitment to Total Quality Management and being elected by the Board of Examiners to be one of the two Overall Winners for the 1998 HKMA Quality Award.

Kentucky Fried Chicken (KFC) Corporation is a member of the Pepsi family of quick-service restaurants. Established in 1952, the FKC system consists of 2000 company-owned and over 3000 franchised restaurants. In 1992, KFC generated sales of over $3 billion while serving over 600 million customers. KFC has several basic types being a dine-in restaurant with a customer seating area with delivery services launched in recent years. The quick service restaurant industry is one of the most competitive and saturated industries. Growth in market share for one company generally comes at expense of some other company’s market share. The competitive pressure that restaurants in this industry face also means that to simply hold on to its current customer base, a quick service restaurant must offer consistent, high quality service. Moreover, improving service quality can also mean improved productivity, leading to low costs and higher profitability.

Strategic Leadership and Clear Direction
McDonald’s mission and vision is to be the world’s best quick service restaurant experience. Being the best means providing outstanding quality, service, cleaningness and value, so that they make every of their customer in every restaurant simile. To achieve their vision, McDonald’s are focused on three worldwide strategies: 1. Be the best employer for our people in each community around the world, 2. Deliver operational excellence to our customers in each of our restaurants, and 3. Achieve enduring profitable growth by expanding the brand and leveraging the strengths of the McDonald's system through innovation and technology."

This mission clearly provides Total Quality Satisfaction through Quality, Service, Cleanliness and Value. The overall Strategic Development Process is well defined with intensive considerations on customer/market requirements, competitive environment and supplier capabilities. In addition, action plans and performance measures are well though through and structured to support the committed strategic plans. Quarterly management reviews with all the department managers are being held to monitor the process relative to plans. It demonstrated the vision and commitment of the senior management.

While, KFC’s mission is “Recognition: KFC find reasons to celebrate the achievements of others and have fun doing it, KFC is right up there with “Customer Focus” and Belief In People.” Recognition is everybody’s responsibility. KFC started encourage informal recognition, things have really changed. Keeping employees longer, employees are happier and will work better for the company. To ensure consumers can always enjoy top-quality and safe food at KFC whom vigilantly implement the strictest standards throughout the entire food-preparation process. From selection...
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