Topics: McDonald's, Fast food restaurant, Hamburger Pages: 11 (3213 words) Published: April 21, 2015

Introducing McDonalds and Its Direct Competitor KFC

McDonald’s and KFC are everybody’s favourite food trip destinations. When you like hamburgers, McDonald’s is always the top option. When you like fried chicken, KFC is always the first thing that comes to everyone’s mind. The reason for this is these companies claim of particular products that have became their trademark until now. The difference between McDonald’s and KFC is mainly the cuisine.

Brief History Of Mcdonalds

The McDonalds restaurant concept was introduced in California by two brothers named Dick and Mac McDonald of Manchester.The business was founded in 1940 by these 2 brothers. It is the world's largest fast food chain, selling primarily hamburgers, chicken, French fries and carbonated drinks. It was later modified and expanded by their business partner, Ray Kroc who later bought out the business of the McDonald brothers and went on and found McDonald's Corporation. Advertising has always played a key role in the development of the McDonald's Corporation. Indeed, McDonald's ads have been some of the most identifiable over the years. In 1962, McDonald's introduced its now worldfamous Golden Arches logo. A year later, the company sold its billionth hamburger and introduced Ronald McDonald, a red-haired clown designed to appeal to children. McDonald's restaurants are found in 120 countries and serve nearly 54 million customers each day.Most of the McDonalds restaurants offers both counter services and home deliveries upto certain distances.At the end of 2003 there were over 6oo McCafes worldwide.

Brief History Of KFC

KFC is based in Corbin,Kentucky,U.S. Founded by Colonel Harland Sanders, in early 1930’s. At that time he used to cook and serve food for hungry travellers.In 1952 Sanders started franchising his chicken business & named it as KENTUCKY FRIED CHICKEN. KFC operates more than 15,000 units in 109 countries and territories around the world.

Mission & vision of Mcdonalds:-

Vision - ‘To be the best and leading fast food provider around the globe’

Mission - McDonald's mission is to be the world's best quick service restaurant.Providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile.


Vision - To foresee that real future of long term growth and adjust itself to the specific cultures of each country that are operating in. Mission

Mission - The mission of KFC is to extend its image of excellence, quality and service all over the globe with an attaining a goal of maximizing profit.

Some of the products of both companies:-


Strong brand name, image and reputation
Large market share.
Strong global presence.
Specialized training for managers known as the Hamburger University. Locally adapted food menus
Huge advertising budget

Increasing demand for healthier food
Home meal delivery
Full adaptation of its new practices
Changing customer habits and new customer groups

Unhealthy food image.
High Staff Turnover including Top management.
Customer losses due to fierce competition.
Legal actions related to health issues; use of trans fat & beef oil Ignoring breakfast from the menu

Saturated fast food markets in the developed economies
Trend towards healthy eating
Local fast food restaurant chains
Lawsuits against McDonald’s Direct competitor KFC


Huge popular brand name and high brand loyalty
High number of products
Hygenic food and quick service
Good advertising and marketing
Strong trademarks recipes.

Introduce better vegetarian products
Introduce home delivery
Venture into newer markets
More spending on the resources and development as well as introducing new food items...
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