Fast Food Restaurant Case Study

Unlimited, endless, fast food choices, and yet there are two that stand out above the rest. McDonald’s and Burger King are the two biggest burger fast food chains in the world. So let me ask you this, who has a better menu? Who’s Cheaper? And which one is healthier? This debate will once and for all come to an end, once all of these points have been met throughout my paper. McDonald’s vs. Burger King has been a long running argument. You will finally come to realize that McDonald’s is the better choice for you.

To explain the how the fast food industry affects the lives of it’s employees, I have prepared a set of questions to ask employees who have a fundamental experience of working in the fast food industry (appendix[i]). I also have a similar set of questions to ask people who have never worked in the fast food industry (appendix[ii]).

The fast food industry is a ‘red ocean’ as it is already well defined where rivalry is intense. It is also a perfectly competitive industry as the barriers to entry are low and there are many rivals

The company that we as a group are consulting is Little Caesars. When looking to similar fast food restaurants, we can single out the In-N-Out burgers. This fast food company has the highest ratings among its competition, where the employees feel appreciate and rank their work place as a very good place to work. By comparing this two companies, we can see that the difference is that In-N- Out makes its employees be happy and love the place they work. When doing our research we found out number of tactics that this company is doing differently.Number one difference is that, the pay is the most high playing company among same food chain.It also offers access to group healthcare, vision and dental for even part-time employees. In-N-Out

Fast Food Nation covers two parts of the American fast food; the iconic and cultural domination of American fast food after WWII, and how the food that makes up the meals make it from farms to the dinner table. Author Eric Schlosser starts the book by talking about Ray Kroc, who is the leading force behind the domination of McDonald’s as the USA’s largest fast food restaurant. As an iconic part of the US, McDonald’s is better than any other; their logo, the golden arches, is recognized more globally than the Christian cross. After talking about how McDonald’s has spread all over the world, Schlosser describes the life of working as a fast food employee earning minimum wage. According to Schlosser, fast food joints have a culture like no

This book discusses the fast-food industry and seeks to describe the impact of the industry on the U.S. economy and society. Also, it talks about the guys who has been investigating the fast food industry for many years. From his broad research, he has uncovered an abundance of little-known, frequently unsettling truths about the fast food industry.

From a study completed by Chicago-based Research International USA completed a study called “Fast Food Nation 2008. The panel consisted of 1,000 respondents of ages 16-65 who provided their inputs with an online survey which was conducted between March 13 through 2008. Which was based on results on fast food restaurants like McDonald’s, Burger King, and Wendy’s are gaining popularity even through the economic hardship and recession. Marketing strategy has become more of influence on kids and young American’s. As population grows and the demand increases of fast food restaurants are expanding their stores to capturing more consumers. Fast food chains are also willing to change their menus to continue to gain and retain repeating customers.

In the past, many students have selected popular products that McDonald’s does not offer, but other restaurants successfully provide. This is an opportunity to use your creativity, so think critically on what products may positively impact the McDonald’s menu of products to increase revenues and profitability. The secondary research used in this assignment should support your new product idea. Remember you are in the process of finding data that will convince a hardened senior executive that your addition to the menu will be good for McDonald’s and their bottom line.

The New York Times bestseller Fast Food Nation: The Dark Side of the All-American Meal is one of the most riveting books to come out about fast food restaurants to date (Schlosser, 2004). Fast food consumption has become a way of life for many in the United States as well as many other countries in the world. The author Eric Schlosser an investigative reporter whose impeccable researching and bold interviewing captures the true essence of the immense impact that fast food restaurants are having in America (2004). Beginning with McDonald’s, the first fast food restaurant, which opened on April 15, 1955 in Des Plaines, Illinois to current trends of making fast food a global realization McDonald’s has paved the way for many fast food

The fast food, or quick service restaurant industry (QSR), represents approximately 200,000 restaurants and $155 billion in sales in the U.S. alone, they are one of the largest segments of the food industry (Hoovers, 2011). This segment of the restaurant industry is “highly competitive and fragmented… number, size and strength of competitors vary by region, market and even restaurant. All of these restaurants compete based on a number of factors, including taste, quality, speed of service, price and value, name recognition, restaurant location, customer service and the ambience and condition of each restaurant” (Chipotle, 2010).

To collect secondary data about the USA fast-food restaurant business, in order to determine McDonald’s market share, which are its competitors, and what changes have they done in their marketing strategies.

“To better understand consumer preferences in fast food products and the services provided by Wendy’s and the industry as a whole’”

If we look at the fast food industry today there is room for success. Based on RNCOS’ new US Fast Food Market Outlook 2010, fast food industry growth rate is strong. Especially, hamburger sales growth is reported at the healthy rate of 4.6% in 2008. The market is expected to grow to cross the $170 billion marks by 2010.It is believed that due to the economic meltdown, fast food industry is benefiting from people being more prices conscious. People who were enjoying nice means at fancier restaurants are now turning their choice of means to more economical ways.

The company I have chosen to base my assignment on is Taco Bell. It is a leading Mexican style fast-food chain serving tacos, burritos, signature quesadillas, Border Bowls®, nachos and other specialty items. Currently, Taco Bell serves more than 35million consumers each week in approximately 5,600 restaurants in the United States of America. It is recognized as the best Mexican fast-food chains in the United States of America (Yum! Brands, 2010). This fast-food chain plans on introducing its products in Malaysia.

First started as an ice cream parlor in 1975, today Jollibee has become the number one fast food chain that serves burgers, sandwiches and rice meals in its originating country, Philippines (Beamish and Bartlett, 2014). It first started its foreign expansion to Singapore, and today it has expanded to 9 countries including United States. There are countless countries withholding potential for Jollibee’s expansion, and several of them will be discussed in the following discourse.