New Market for Fast Food Industry in Asia

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The second semiannual report of ACNielsen, a global marketing research firm, with a marketing company in Australia, has showed that there are twenty eight fast food markets studied across the Asian countries. Fast food is being consumed more far away than it is in the original market. Customers in Asia markets had a higher percentage of people than Americans who eat at fast food restaurant (Life Choices 4). With the development of economy, the new living style that standard all over the world, fast food industry becomes a new part of Asian. The Western fast food organization such as Yum! Brands and McDonalds were first appeared potential in Hong Kong, Philippines and China in 1970s; but they were not successful. However, with the new arriving of opportunities for economy, there is a booming increasing of fast food industry in Asia. Marketing policies have become flexible, original lifestyle is being changed, the new standards of living are contributed to the increasing of the fast food industry in Asia countries although fast food also bring the negative sign effects on people’s health. Fast food is the symbol of Western life style where people can see only in movies many years ago. For many Asian people, it was new, interested, luxurious and delicious to those who had traditional living with home kitchen and home meals. That was the reason fast food industry was welcomed in those regions. People were so excited to try the real Western food. As Vincent Choo, a manager of a fast food restaurant in China said “When the first KFC store was opened in Shanghai in 1989, I saw people lining outside in the cold winter weather just to taste Western fast food” (Fong). French fries were considered as a fancy food that only served in the large restaurants, now it is sold to everyone at an inexpensive price. The convenient of fast food to bring everybody at every level of social can enjoy it. With so many fast food restaurants, all types of people can enjoy Western meals...
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