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Marketing Assignment

The lifestyles in Hong Kong are fast and efficient, most of the hongkongers need to finish their meal within a limited time when they work, and therefore, fast food cultural is popular in Hong Kong and occupies a large market share of the food industry.

The fast food market in Hong Kong is different from the other western society, either US or other Europe. As Hong Kong are still having the traditional Chinese cultural, there are Chinese fast food shop like Maxim’s, Café de Coral and Fairwood, these fast food shop mainly sale the Chinese food for the hongkongers, for example, they sale siumei and some Canton traditional cuisine, and some may have hotpot dinner set that fulfill the citizens’ needs.

Hong Kong is an international city and undoubtedly it not only the Chinese fast food shop is popular, the western fast food shops also get a market share in it. McDonald, KFC, Burger King, these American fast food shops are well known and they have many branches in Hong Kong. They mainly sale hamburgers or fried food, hongkongers can enjoy the American food easily.

American fast food shop is not the only western fast food in Hong Kong, it also have some higher-grade western food, like the IKEA food, Delifrance and Pret a Manger. These fast food shops sale spaghetti, pizza, sandwiches etc., and the price are also higher then the American or Chinese Fast Food Shop.
Branchs
The

Western Fast Food
Number of Branches
Kind of Food
Leader
Delifrance
31
French
Follower
Pret A Manger
14
England
Challenger
IKEA Food
2
Sweden

Delifrance is a fast food Cafe that first introduced to Hong Kong in Almiralty in 1987. The baguette, croissant, bakery items and sandwiches are there main food. Their customer promises are quality, freshness, value and service. They have a total number of 31 branches in Hong Kong, but three of them are not in fast food service style, so they are deleted from this project discussion. Delifrance is also a franchiser that provides a

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