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 become their trademark until now. The difference between McDonald’s and KFC is mainly the cuisine. The following report is a comparative analysis of the operational parameters of McDonald’s and Kentucky Fried Chicken (KFC) and projects an overview of various factors that differentiate the services of the two food giants. The survey was based on the consumer’s response on their choice between KFC and McDonalds and the basis of their choice was differentiated into various factors.
MCDONALD’S: COMPANY PROFILE
The year 1940 is the birth year of McDonald’s and they have started everything. Their Speedier Service System that was introduced in their very first restaurant is being followed until now in modern day fast food chains.
Their very first mascot was a man with a head of a hamburger that is wearing a chef’s hat. It was replaced by McDonald’s ever popular clown man. McDonald’s is recorded to currently serving 58million customers each day in 119 countries.
Their restaurants differ from their settings, some offer by-passers with their drive thru service, some have playgrounds for kids but are just counter service alone. Some of their restaurants have outer seats as well. McDonald’s signature colours are red and yellow.
Their well-supported products are their famous hamburgers, breakfast offers, desserts, chicken sandwiches and French fries. For vegetarian customers, McDonald’s have offerings that are suitable for them. When it comes to regional branches, McDonald’s are known for being fond of offering these countries food taboos for them to have some sort of relationship with people around. For example, Portugal McDonald’s are the only ones who have soup in the menu. Another example would be Indonesia for Mc Rice.
MCDONALD’S IN INDIA
The year 1996 saw the opening of the first McDonald’s™ restaurant in India and since then, there have been numerous milestones for us. Here is a look at the last 17 years and all that was special about them.
First McDonald’s™ restaurant opened on Oct. 13,1996 at Basant Lok in New Delhi. It was also the first McDonald’s™ restaurant in the world to not serve beef and pork based products
First Drive -Thru restaurant at Noida (UP) in 1997.First disabled friendly store at Noida (UP).
First Mall location restaurant at Ansal Plaza (New Delhi) in 1999.
First highway restaurant at Mathura (UP) in 2000.
First thematic restaurant at Connaught Place (New Delhi) in 2001.
The first restaurant in a food court at 3C’s, Lajpat Nagar (New Delhi) in 2002.The first restaurant at the Delhi Metro Station at Inter State Bus Terminus. The first fundraiser in association with ORBIS and Dr. Shroff’s Charity Eye hospital. (Delhi)
The first Dessert Kiosk – Faridabad (Haryana) in 2003.
McDonald’s™ Delivery Service (McDelivery™) introduced in New Delhi Local menu innovations like McAloo Tikki™, McVeggie™ and Pizza McPuff™ exported to Middle Eastin 2004.
McDelivery™ on Bicycles flagged off at Chandni Chowk (Delhi) – another first initiative by McDonald’s™ India.100th McDonald’s™ Restaurant opens in India in 2006.Also celebrated.10th Year Anniversary.
First McDonald’s™ open in Eastern Region at Park Street, Kolkata in 2007.Also,first restaurant opened at Airport (Domestic Airport at New Delhi).First ‘Made For You’ (MFY) restaurant opened at Greater Noida, Uttar Pradesh.
First 24 hours McDonald’s™ Restaurant opens at Old Delhi Railway Stationin 2008.Also,Chicken McNuggets® launched in India. The first reimaged (new look) restaurant opened at Ambiance mall, Vasant Kunj, New Delhi in 2010.
McDonald’s™ launches the global singing contest for its restaurant employees – Voice of McDonald’s™ in 2012 and also introduces Spice Festival from April – June – Launches Spicy variants (Limited time offer).New Product Launch – McEgg™.
McDonald’s™ Celebrates National Breakfast Dayin 2013.
McDonald’s has developed a menu especially for India with vegetarian selections to suit Indian tastes and preferences. Keeping in line with this, McDonald’s does not offer any beef or pork items in India. In the last decade it has introduced some vegetarian and non-vegetarian products with local flavours that have appealed to the Indian palate. There have been continuous efforts to enhance variety in the menu by developing more such products. McDonald’s has also re-engineered its operations repeatedly in its 11 years in India to address the special requirements of a vegetarian menu. Vegetable products are 100% vegetarian, i.e. they are prepared separately, using dedicated equipment and utensils only pure vegetarian oil is used as a cooking medium.
Cheese and sauces are completely vegetarian and egg less.
Separation of vegetarian and non-vegetarian food products is maintained throughout the various stages of procurement, cooking and serving.
KFC: COMPANY PROFILE
KFC (Kentucky Fried Chicken) is a fast food restaurant chain headquartered in Louisville, Kentucky, United States, which specializes in fried chicken. It is the world’s second largest restaurant chain overall (as measured by sales) after McDonald’s, with over 18,000 outlets in 120 countries and territories as of December 2012. The company is a subsidiary of Yum! Brands, a restaurant company which also owns Pizza Hut and Taco Bell.
KFC was founded by Harland Sanders, a colourful figure who began selling fried chicken from his roadside restaurant in Corbin, Kentucky, during the Great Depression. Sanders identified the potential of the restaurant franchising concept, and the first “Kentucky Fried Chicken” franchise opened in Utah in 1952. KFC popularized chicken in the fast food industry, diversifying the market by challenging the established dominance of the hamburger. By branding himself as “Colonel Sanders”, Harland became a legendary figure of American cultural history, and his image remains prominent in KFC advertising. However, the company’s rapid expansion saw it grow too large for Sanders to manage, and in 1964 he sold the company to a group of investors led by John Y. Brown, Jr. and Jack C. Massey.
KFC was one of the first fast food chains to expand internationally, opening outlets in England, Mexico and Jamaica by the mid-1960s. Throughout the 1970s and 1980s, KFC experienced mixed fortunes domestically, as it went through a series of changes in corporate ownership with little or no experience in the restaurant business. In the early 1970s, KFC was sold to the spirits distributor Heublein, who were taken over by the R.J. Reynolds food and tobacco conglomerate, who sold the chain to PepsiCo. The chain continued to expand overseas however, and in 1987 KFC became the first Western restaurant chain to open in China. The chain has since expanded rapidly in China, and the country is now the company’s most profitable market.
PepsiCo spun off its restaurants division as Tricon Global Restaurants, which later changed its name to Yum! Brands. KFC primarily sells fried chicken pieces and variations such as chicken fillet burgers (chicken sandwiches[US]) and wraps, salads and side dishes such as French fries and coleslaw, desserts and soft drinks, often supplied by PepsiCo. Its most famous product is pressure fried chicken pieces, seasoned with Sanders’ “Original Recipe” of 11 herbs and spices. The exact nature of these ingredients is unknown, and represents a notable trade secret. Larger portions of fried chicken are served in a distinctive cardboard “bucket”, which has become a signature of the chain since being introduced by franchisee Pete Harman in 1957. KFC is known for the slogan “finger lickin’ good”, which has since been replaced by “Nobody does chicken like KFC” and “So good”.
KFC IN INDIA
The first Indian KFC opened in Bangalore in June 1995. Protests ensued from left wing, anti-globalisation and environmental campaigners, as well as local farmers, who objected to the chain bypassing local producers. Many Indians were concerned about the onslaught of consumerism, the loss of national self-sufficiency, and the disruption of indigenous traditions. The protests came to a head in August 1995, when the Bangalore outlet was repeatedly ransacked.
KFC Bangalore demanded, and received, a police van permanently parked outside for a year. Rural activist M. D. Nanjundaswamy subsequently claimed KFC would adversely affect the health of the impoverished, by diverting grain from poor people to make the more profitable animal feed. Former environment minister Maneka Gandhi joined the anti-KFC movement. KFC was also accused of using illegally high amounts of monosodium glutamate (MSG) and frying its food in pork fat.
A second store opened in Delhi, but was closed by the authorities soon afterwards, purportedly for health reasons, but more likely to avoid a repetition of the Bangalore incident. The two stores only managed to attract a limited, affluent clientele, and KFC decided to abandon the Indian market. KFC returned to India in 1999, with a new Bangalore outlet. This was the sole KFC in India until 2004, when the chain began to expand, albeit with a makeover and a range of new vegetarian dishes. As of December 2012, there were 280 KFCs in the Indian market. As well as the standard KFC offerings, the chain sells a chickpea burger and hot wings with chilli lemon sprinkles.
In simple terms methodology can be defined as, it is used to give a clear cut idea on what the researcher is carrying out his or her research. In order to plan in a right point of time and to advance the research work methodology makes the right platform to the researcher to mapping out the research work in relevance to make solid plans.
More over methodology guides the researcher to involve and to be active in his or her particular field of enquiry. Most of the situations the aim of the research and the research topic won’t be same at all time it varies from its objectives and flow of the research but by adopting a suitable methodology this can be achieved. Right from selecting the topic and carrying out till recommendations research methodology drives the researcher in the right track. The entire research plan is based on the concept of right methodology.
More over through methodology the external environment constitutes the research by giving a depth idea on setting the right research objective, followed by literature point of view, based on that chosen analysis through interviews or questionnaires findings will be obtained and finally concluded message by this research. On the other hand from the methodology the internal environment constitutes by understanding and identifying the right type of research, strategy, philosophy, time horizon, approaches, followed by right procedures and techniques based on his or her research work. In other hand the research methodology acts as the nerve center because the entire research is bounded by it and to perform a good research work, the internal and external environment has to follow the right methodology process.
RESEARCH METHODOLOGY USED
In this project, the research used is qualitative research method focusing on what kind of reasons led to the comparison between the two. Large amounts of necessary data and information were collected from the internet.
To conduct survey analysis on the consumer’s preference of food joint amongst McDonald’s and KFC.
When young consumers choose the fast food restaurants, I selected six factors as the major factors, which are price, food selections, taste of food, environment, service and brand image and I consider that everyone has different beliefs on the six factors.
The Six Hypotheses to be verified in this Research
Compared with KFC，”Environment” is a competitive advantage of McDonalds Hypothesis 2
Compared with KFC，” Food Selection.” is a competitive advantage of McDonalds Hypothesis 3
Compared with KFC，”Price” is a competitive advantage of McDonalds Hypothesis 4
Compared with KFC，”Brand Image” is a competitive advantage of McDonalds Hypothesis 5
Compared with KFC，”Service” is a competitive advantage of McDonalds Hypothesis 6
Compared with KFC，”Taste of Food” is a competitive advantage of Macdonalds
This research is to understand how young consumers select fast food restaurants. On the other hand, this can help the two fast food restaurants to know their drawbacks and edges for improving and maintaining. The questionnaire is designed base on six hypotheses. After analysis, the result will indicate if the hypotheses are confirmed or rejected, through which the advantages of two fast food restaurants and consumers’ perception will be revealed. SAMPLE FRAME
A questionnaire was designed and used to verify the six hypotheses. 40 people were surveyed on their choice and perception on both the restaurants.
CHAPTER II: ANALYSIS PART I
MCDONALDS VS KFC: ENVIRONMENT
Unlike some other international food brands available here in India, KFC offers the same taste and value no matter which part of the world you are. You can sit back, enjoy and be assured of the world class quality. The environment of its outlets should you choose to dine in is always informal and fun like a select few can offer. It focuses on self service. Many times both men and women enjoying a meal alone without judgement and pleasant service. Everyday 8 million customers are served in KFC and this is not without reason. They have formally announced the absence of Trans-fats in their cooking oil thus making your occasional binge less worrisome.
There’s always a rush near McDonald’s because they have planned their locations very well near colleges, classes stations etc so before going home or during the lunch break many people come for a snack. There is also a special counter for home delivery. A major highlight of the chain. It’s the interior which attracts you to the place, especially the well polished and squeaky clean floors and good seating arrangement. There is no formal stuff in here and it truly follows the concept of self service. Mc Donald’s is one of the most happening hang out joints. In all, a very ambient atmosphere for dining out.
MCDONALDS VS KFC: FOOD SELECTION
KFC is geared up to tap the country’s Youth crowd.KFC has launched their new menu Streetwise„ aiming at the college goers. With “Streetwise”, KFC is offering a range of signature KFC products at affordable prices.KFC has also launched several new television commercial as part of the promotional activities for the new offering.
KFC’s earlier menu consisted of Chicken Wings and Wraps which were too alien for Indian taste buds. Hence, KFC localized its brand by introducing the Veggie Options to its menu that included rice meals, wraps and side dishes that was desirable to the Indian consumers. Also, it stuck to eggless mayonnaise and sauces. Even its trademark chicken dishes were given a local flavour with the use of Indian spices and cooking techniques. The recently launched Veg Zinger burger is at par with its chicken counterpart. Also, KFC has changed its target audience. From Higher Income group to Middle Income Youth. While they have localized the menu according to the Indian Taste they haven’t forgotten their originality that is resides in Chicken.
McDonald’s regular scrumptious menu includes wide range of products like McAloo Tikki, Filet-O-Fish, Spicy Range, Chicken McGrill, McVeggie, Veg Pizza McPuff, Chicken Mcnuggets, Fries, Wraps, an assortment of Sundaes, Soft Serve and refreshing beverages such as Ice Tea & Cold Coffee with outstanding service in a vibrant and lively ambience, for which McDonald’s is known worldwide.
McDonald’s has also recently introduced Masala Grill, a range of grilled vegetarian and non-vegetarian products inspired by the kebabs of the province in Pakistan formerly called the Northwest Frontier Province. These products are wrapped in roasted chilli sauce, a specially-developed condiment, and are available both a la carte and in meal combos. The range comprises two products, namely the Veg Masala Grill which is a blend of potatoes and a soya patty flavoured with aromatic spices, and the Chicken Masala Grill , which comprises a chicken mince patty seasoned with Indian herbs and spices.
MCDONALDS VS KFC: PRICE COMPARISON
KFC globally enters the market using market skimming. Their products are priced high and target the middle to upper class people. Gradually they trickle down the prices focusing on the middle to lower class people to penetrate both sides of the market. KFC price their product keeping different points in view. They adopt the cost base price strategy. Pricing of the product includes the govt. tax and excise duty and then comes the final stage of determine the price of their product. The products are bit high priced according the market segment and it is also comparable to the standard of their product. Total Pounds of Chicken Served in KFC Restaurant
Annually =1.914 Billion Total KFC Chicken Pieces Sold Annually = 5.89 Billion
Total Retail Sales = $8.9 Billion
Sales Price of per Chicken Piece =$1.51
McDonald’s has realized that, despite the cost savings inherent in standardization, success can often be attributed to being able to adapt to a specific environment. This is indeed the case with its implementation of its pricing strategy, which is one of localization rather than globalization.
As a part of its business strategy to penetrate deeper into the new and existing markets, the forever young brand McDonald’s introduced Happy Price Menu at Rs.20/- in the year 2004 in India. This value for money proposition has been well accepted by the discerning customers. The communication towards this proposition has graduated over the years, but the Happy Price Menu platform has been consistent. It came up with a very grasping punch line ³Aap ke zamanemein ,baap ke zamane ke daam´in 2008. This pricing strategy was founded to attract middle class and lower class people and the effect can clearly be seen in the consumer base that McDonalds has now.
It started offering value meals in a range of prices.Ensured affordability and attracted the widest section of customers. Brought the customer and provided arrange of entry-level products. Trial of those new items and graduate to higher-rungs. For E.g. – if a customer starts with McAloo Tikki, he will finally graduate to McVeggie and so in Nonveg. McDonalds has certain value pricing and bundling strategies such as happy meal, combo meal, family meal, happy price menu etc to increase overall sales of the product. MCDONALDS VS KFC: BRAND IMAGE
KFC holds the position of a youth based brand with its youthful, lively ambience of stores and the friendly service. In KFC feedback is taken from the customer in order to know the customer demands and then improvements are made in products. KFC focuses on pure and fresh food in order to create a distinct and clear position in the minds of customers KFC has a strong brand name and they are leading the market in fried chicken. KFC uses its attributes to Position its Product (Fried Chicken). KFC positions itself as a youthful, quick service restaurant brand that serves unique, great tasting food and beverages. The focus of the brand strategy is to highlight this across all their communication, menu offerings and the experience that is delivered.
At first people were rather sceptical about this brand. It was a foreign brand and people dint know what to expect. But clearly now, this doesn’t seem to be that way. Now when one thinks about McDonalds, one thinks about a place to go and ‘hang out’ with our friends because it has a comfortable environment. At the same time it not very expensive and gives quick service and value for money. And most of us have grown up having a meal in McDonalds with a cardboard crown on our head, a balloon in our hands, sitting in Ronald McDonalds lap and walking out with a toy in the end and also a big smile. As we left the restaurant we just could not wait to go back and enjoy the whole experience all over again.
It is things like these that create a certain kind of an impression, a perception, and an image in our heads that lingers on for most of our lives. McDonald’s wanted to position itself as ‘Indian’ and a promoter of ‘family values and culture’ as well as being ‘comfortable and easy’. Simultaneously the brand wanted to communicate that it was committed to maintaining a quality service, cleanliness and offering value for money. But at the end of it McDonald’s means different things to different people and doesn’t have one brand position.
MCDONALDS VS KFC: SERVICE
Self Service is the concept followed by KFC. It gets very crowded especially on weekends, but they have a very competent staff that provide quick service. It’s difficult to get a place to sit on weekends and takeaway seems to be the best bet. The staff is very polite irrespective of the maddening rush and always lends a ear for your complaints. Home delivery is one area where there have been complaints.
Though there’s self service, i.e. you have to order at the counter and collect your items yourselves, the service is quick and sharp; and the people make sure you get the food as early as possible. It normally takes around 30 secs after taking your order to delivering the food at the best McDonald outlets. McDonald’s also provides home delivery which has been appreciated by the customers.
MCDONALDS VS KFC: TASTE OF FOOD
Though the name KFC indicates chicken but that’s not the case. KFC has diversified itself in all the food items and that’s why they have shortened ‘Kentucky Fried Chicken’ to KFC. The food is delicious with less spicespices and good quantity and anyone fond of chicken can surely go there and gorge on the various chicken dishes. Though KFC is mainly famous for chicken, the vegetarians are also not disappointed here. There are as many varieties of vegetarian stuff as there are of chicken dishes. Typical chicken made by Indian style is not available here, but the combination of chicken is interesting here.
McDonald’s strives to maintain its international quality standards in every single one of its outlets. Dealing directly with the farmers, McDonalds ensures that every ingredient is of the best quality. Strong supply chain efficiencies, cold chain delivery, minimum storage times, standard recipes and food that is specially ‘made for you’ deliver freshness right to the customer’s plates. Paying attention to minutest of details, McDonald’s India has ‘Indianised’ their menu with introductions like the Mc Aloo TikkiAlooTikki Burger, McSpicy Chicken Burger, McSpicy Paneer Burger and more. With due respect to local customs and customer sentiments, no McDonald’s outlet in India serves either beef or pork. Furthermore, the vegetarian and non-vegetarian kitchens are completely separate.
CHAPTER III: ANALYSIS PART II
The report has been designed to study the consumer behaviour with respect to McDonalds and KFC. A questionnaire was designed in order to understand the reasons of the consumer perception towards the two food giants. My method of going about the study at hand involved the basic survey method, whereby I put forward questions to individuals who were divided into the basic segments provided by and aimed at as either the source or target service provider. Question 1
Which age group do you belong to?
The first question was essentially designed to throw light on the age group of people visiting/dining at the food joints. This gave us an idea of the preference of a particular food brand among a given age group if any. For e.g. the HAPPY MEAL available at McDonald’s attracted the major portion of the younger crowd. As a matter of fact as shown in the following questions, this particular strategy drained almost the entire young consumer segment. Of the individuals surveyed a majority of the individuals belonged to the 18-25 yr age group both for McDonald’s as well as KFC. Question 2
What is your profession?
This question was essential in calculating the trend of the customers who visit these food joints i.e. the working class of the people visiting the respective places. The survey revealed that the majority of people visiting both the places i.e. 46% for KFC and 55% for McDonald’s were students. This thus lays direct stress on the strategies adopted by both the joints resulting in a heavy demand among the student group. Question 3
Are you a vegetarian/non-vegetarian?
This was essentially designed to demarcate the groups according to whether they were vegetarians or otherwise. It was a preconceived idea that the vegetarians preferred McDonald’s of the two while KFC proved to be a non-vegetarian paradise. This thus showed a balanced market for McDonald’s whereas a strong shift for KFC towards the non-vegetarian section. Question 4
How do you consider the environment at both the joints?
This question was essentially designed to find out what people think about the environment and crowd at both the joints. There is no significant difference observed when it comes to the environment and the experience of people at both the joints. Question 5
What is your saying on the pricing of both the joints?
In KFC 31% found the food priced nominally and an equal amount of people surveyed i.e. 31% found inexpensive. Hence it was concluded that it dropped down to the individual in the case of KFC and there was no clear market trend. In McDonald’s 46% found it nominally priced as well as value for money while just 8% found it expensive. Hence in terms of comparative study it was concluded that McDonalds was optimally priced although KFC wasn’t overpriced either.
What is your saying on the service provided by both the joints and which one would you prefer? This question was designed to find out the type of service provided by each of them and people’s perception on quality of service at these joints KFC got an upper hand when it came to service with 51 % people opting for it whereas 49 % opted for McDonald’s.
Rate both the joints on the scale of 10 on the basis of taste of food This question was designed to get an idea about the taste of food provided by each of these joints. No significant difference was observed when it came to the food served by both the joints. Although KFC is known for their chicken dishes, it’s also come out with its vegetarian menu which is equally enjoyable. McDonald’s on the other hand had been the place for everyone since the very beginning. Therefore, when it comes to taste of food, both McDonald’s and KFC have been given equal preference.
1. Which age group do you belong to?
2. Are you a Vegetarian/Non-Vegetarian?
3. What is your Occupation?
4. What is your saying on the pricing of the eat-outs?
5. How do you consider the environment at both the eat-outs?
6. What is your saying on the service of the eat-outs and which one would you prefer?
7. Rate both the eat-outs on the scale of 10 on the basis of taste of food
What do the young consumers care most? From the Histogram, it shows that the young consumers care about the service and taste of food most. Note that the score of rating is from 0 to 6 The results show that there are no significant difference on environment, food selection, brand image, service and taste of food and that means they are not the competitive advantages of McDonald. However, the price of McDonald is a competitive advantage of McDonald Young consumers generally considered that McDonald provides a more reasonable food price of food.
CHAPTER IV: CONCLUSION/SUMMARY/RECOMMENDATIONS
This research studies the competitive advantages of two fast food restaurants, McDonald and KFC, from young consumers’ perspective. Summary of hypotheses test
Compared with KFC，”Environment” is a competitive advantage of McDonald’s Rejected
Compared with KFC，” Food selection” is a competitive advantage of McDonald’s Rejected
Compared with KFC，”Price” is a competitive advantage of McDonald’s Supported
Compared with KFC，”Brand image” is a competitive advantage of McDonald’s
Compared with KFC，”Service” is a competitive advantage of McDonald’s Rejected
Compared with KFC，”Taste of Food” is a competitive advantage of McDonald’s Rejected
When young consumers selected a fast food restaurant, they care about the service and taste of food most. In order to increase the market share of young consumers, restaurant managers have to put plenty of efforts on the service and taste of food. Young consumers consider that the McDonald provides a more reasonable food price than KFC. To McDonald, it’s an advantage against KFC and should be maintained. On the other hand, KFC should do a detail research about the reason why young consumers have such perception about the price of two restaurants.
SUMMARY AND RECOMMENDATIONS
In India fast food market is strongly dominated by these 2 brands. But when it comes to comparing these two brands the above study brings us to a conclusion that as far as market presence and brand value is concerned McDonald’s has definitely proved a point for themselves.
But KFC who re-entered in 2003 has shown a rapid progress and no wonder if in the coming years KFC overtakes McDonald’s in the Indian market share. Both the food-giants have given each other immense competition in terms of customer satisfaction and promotional strategies.
The range of products and offers offered by each is remarkable in every context. Although McDonalds has an upper hand with the vegetarian crowd because of its exclusive products, KFC is slowly catching up to the challenge. KFC provides vegetarian alternatives with an added advantage of a complete meal including rice and desert.
Where McDonalds fall into the snack option KFC has covered the meal area. Thus it is not quite evident which one can be termed as better than the other.
KFC still needs to do a bit of re-vamp in its vegetarian menu and add more options to it. The fried chicken category already has more options and varieties as compared to the vegetarian section. The prices of KFC are reasonable as compared with other fast food restaurants. But as price is always a primary concern for the customer, therefore, they should adopt certain strategy to attract the customers. And it can only be done by lowering the prices. It could be by introducing some discount packages for families, employees, students or regular customers. The membership card can be used to provide certain extra value to the customer.
Off recent, there have been a lot of complaints on the quality of food that one gets at McDonalds. This should be a matter of prime concern when it comes to the progress of the fast food restaurant. McDonald’s should start focusing more on improving the quality of products rather than being completely driven by quantity and variety. McDonald’s also needs to work on their advertising strategy. For example, the breakfast menu at McDonalds does not find many takers due to poor publicity. Ignorance of the breakfast menu at McDonald’s is one of the biggest drawbacks of this restaurant.