Change Quality Management Mcdonald vs Kfc

Topics: McDonald's, Fast food restaurant, KFC Pages: 14 (3909 words) Published: October 21, 2012
Change and Quality Management

Group Assignment


Ray Kroc, at 52, was the exclusive distributor for a company that produced "multi-mixer" milk shake machines. Impressed by a small chain of hamburger restaurants based in San Bernadino, California, that used the multi-mixers, Mr Kroc acquired franchising rights from the owners, the McDonald brothers. He then founded McDonald's Corporation in 1955.

McDonald's Restaurants (Hong Kong) Limited was established in 1975. The McDonald's restaurant which offered customers the very first American Big Mac Meal in Hong Kong. Today there are over 200 McDonald's restaurants in Hong Kong, and more than 10,000 McDonald's staff. In addition to the McDonald's restaurants, McDonald's also opened McCafé in Hong Kong, in a bid to meet the needs of different customers.

KFC Corporation, based in Louisville, Kentucky, is the world's biggest chicken restaurant chain, specializing in Original Recipe, Hot & Spicy, BBQ Honey Wings and Zinger Burger. KFC is part of Yum! Brands, Inc., the world's largest restaurant company in terms of system restaurants, with more than 36,000 locations around the world.

KFC arrived in Hong Kong in 1985. KFC (Hong Kong) is a franchise, managed by Birdland (Hong Kong) Limited since 1997. KFC (Hong Kong) has over 70 branches throughout the territory with a team of more than 3,000 employees and serves over 3 million customers each month. Of the menu offered, the Original Recipe, Hot & Spicy, BBQ Honey Wings, Zinger Burger, Mushroom Rice and Egg Tart are the most popular KFC tastes.


The three pillars of McDonald's leadership in Hong Kong's fast food industry - "Value Leader", "Best Employer" and "Convenience”. Their corporation vision is to provide the best quality, service, cleanliness and value dining experience to customers.

The management has clearly defined their mission, goals and strategies to make McDonald as the first choice restaurant continue to lead the fast food industry and striving to be the best restaurant for every customer. They have established various channels to communicate corporate direction to all level of staff, exchange of ideas & display the sprite of empowerment, innovation and continue learning.

McDonald's Hong Kong has always been committed to serving the community through involvement in the territory's many social services as well as local charity work. They care about the welfare of children. The first Ronald McDonald House in Asia was opened in 1996 to serve and aid families with critically ill children in hospital.


The KFC management focuses on five main areas: customer satisfaction, efficiency, labor cost, semi-variable cost and employee satisfaction. In order to achieve these objectives, the management positions of KFC were degree holders either in Hotel & Catering Management or in Hospitality.

To ensure good safety & excellent customer services are at the core of KFC’s mission. "KFC So Real" undertakes to serve its customers with Real Food - safe, fresh, delicious and tailor-made to suit the Hong Kong tastes and style. It has also committed to renovate its restaurants in order to provide customers a Real Place - comfortable and easy so that everyone wants to stay longer. All KFC staff takes pride in serving customers, and provide services exceeding customers' expectation.

KFC will take part and encourage staff to participate in various charity event to help the needy, including World Hunger Relief, 30-hour Famine & the Community Chest Flat Day etc....

Customer Focus

Customer and Market Focus is the core strategy for McDonald Hong Kong (MHK)’s existence, simply because the customer is the reason it is in business. MHK utilizes the services of an independent consultant to undertake a continuous customer attitude, awareness and usage study which tracks a list of attributes, comparing MHK with its competitors. MHK...
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