Consumer attitudes to Western fast food restaurants
1. The introduction of the program.
I am the manager of a restaurant, I plan to affiliate a western fast food restaurant. so, I have to investigate the attitudes toward western fast food restaurants in Xi'an city. Among most western restaurants, the KFC, the McDonalds and the Pizzahut. Therefore, I decide to carry on the market survey.
2. The background and history of the three companies.
KFC Corporation (KFC), founded and also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky, in the United States. KFC has been a brand and operating segment, termed a concept of Yum! Brands since 1997 when that company was spun off from PepsiCo as Tricon Global Restaurants Inc. KFC primarily sells chicken pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of grilled and roasted chicken products, side dishes and desserts. Outside the USA, KFC offers beef based products such as hamburgers or kebabs, poutine, pork based products such as ribs and other regional fare. The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952, though the idea of KFC's fried chicken actually goes back to 1930. Although Sanders died in 1980, he remains an important part of the company's branding and advertisements, and "Colonel Sanders" or "The Colonel" is a metonym for the company itself. The company adopted KFC, an abbreviated form of its name, in 1991. Starting in April 2007, the company began using its original name, Kentucky Fried Chicken, for its signage, packaging and advertisements in the U.S. as part of a new corporate re-branding program; newer and remodeled restaurants will have the new logo and name while older stores will continue to use the 1980s signage. Additionally, Yum! continues to use the abbreviated name freely in its advertising. McDonald's Corporation (NYSE: MCD) is the world's...
References: 3. Peter O. Keegan (1991-02-21). "KFC shuns 'fried ' image with new name – Kentucky Fried Chicken has changed its name to KFC". Nation 's Restaurant News. http://findarticles.com/p/articles/mi_m3190/is_n8_v25/ai_10403447/. Retrieved 2007-08-24.
4. "KFC Resurrecting Old Kentucky Fried Chicken Name, With New Image". buzzle.com. 2005-05-01. http://www.buzzle.com/editorials/4-30-2005-69337.asp. Retrieved 2007-08-28.
6. a b "McDonald 's posts sizzling 80% profit rise in 2008". Breitbart.com. 2009-01-26. http://www.breitbart.com/article.php?id=CNG.aec4920fe8094fdd0baaeab2ed126bf1.741&show_article=1. Retrieved 2010-08-27.
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