Acknowledgment

Our foremost gratitude to Allah Almighty for blessing us with

the potential and abilities to successfully accomplish this
task. We would like to thank our instructor for providing us
with a platform to demonstrate our potential and giving us
the courage to be innovative and to present this case in
front of you.
Group Members
• Waqas Ali
• Umer Sohail
• Zuhair Hayat
Comparison between Fast Food
Burgers & Fries Chains
Brands
• McDonalds
• KFC
• Hardee’s
Core Product of all these fast
food companies
Burgers of KFC
• Value Burgers
• Zinger Stacker
• Mighty Zinger
• Zinger
• Krunch Burger
Burgers of McDonalds
• Big Mac
• McRoyale
• Quarter Pounder with Cheese
• Double Cheeseburger
• Chicken Mac
• Spicy McCrispy Chicken
• Grand Chicken Spicy
• McChicken
• McArabia Chicken
• Filet-o-Fish
Burgers of Hardee’s
• Jalapeno Angus
• Classic Angus
• Original Burger Angus
• Mushroom and Swiss Angus
• Big Burger with Cheese
• Super Star with Cheese
• Famous Star with Cheese
• Mushroom & Swiss
Services of all these Fast Food
Companies
Services of KFC
• Cleanliness
• Quick Service
• Parties
• Home and Online Delivery
• Career Portal
• Drive Through
Services of Hardees
• Coupons
• Premium service and delivery facility
• Free Wifi
• Drive through
• Bar refills and beverage range
Services of Mcdonalds
• Mcdelivery
• Play Places and Parties
• Free Wifi
• Cleanliness
• Quick Service
• Online Mcdelivery
• Career Portal
• Drive through
Prices of Fast Food Companies’ Products
Price at KFC
Burgers Price (Rs.)
Value Burger 230
Zinger Stacker 370
Mighty Zinger 450
Zinger 350
Krunch Burger 150
Price at McDonalds
Burgers Price (Rs.)
Big Mac 365
McRoyale 400
Quarter Pounder Cheese 555
Double cheese burger 355
Chicken Mac 555
Spicy McCrispy Chicken 430
McChicken 390
Filet-o-Fish 315
Price at Hardee’s
Burgers Ala Carte (Rs.) Combo (Rs.)
Jalapeno Angus 730 850
Classic Angus 730 850
Original Burger Angus 690 810
Mushroom and Swiss Angus 760 880
Big Burger with Cheese 350 470
Super Star with Cheese 570 690
Famous Star with Cheese 430 550
Mushroom & Swiss 480 660
Location in Lahore
McDonalds KFC Hardee’s
MM Alam Fortress Thokar Niaz Baig
Lahore Cantt Mall Road DHA
Johar Town GT Road, Lahore
Gulberg Park Lane Tower
Model Town Cavalry
Jail Road DHA
Johar Town
MM Alam
Shadman
TNB, Lahore
Bahria Town
Barkat Market
Iqbal Town
Promotions
KFC McDonalds Hardee’s
Advertising Virtual kitchen tour Advertising
Sales promotions Corporate Social responsibility Sales promotions
Public relations Advertising Public relations
Events and experiences Free Toys Events and experiences
Coupons, discounts and Job Fairs Sponsorships
bundled packages
Sponsorships Sponsorships
Sales promotions
Public relations
Direct email
Telephone marketing
Design and Display
Design and Display of KFC
• Most restaurants are furnished with images of the
company founder, Colonel Harland Sanders. As well as
dine-in and take-out, many stand-alone KFC outlets offer
a drive through option.
Design and Display of McDonalds
• McDonalds gives autonomy to the franchisees to design their own respective ambience and
décor. While “golden arches” is always present as the logo, yet the interior is diverse across
the globe keeping in mind the local architecture and community feelings. In Pakistan, firstly,
people consume three meals a day; resultantly more usage opportunity exists. Secondly,
family rooms are located on the second floor so that conservative families could find privacy
with comfort. Similarly, children play areas are towards the corner of the building so that their
usual din does not become point of annoyance for other customers. This empowerment to
franchisees is not only restricted to infrastructure but also in the product innovations.
Design and Display of Hardee’s
• Hardee’s is furnished with the counter display along with
the patterns of red and white tiles of wile. Its ambiance is
comfortable and both families friends and children can sit
together easily and enjoy their food.
Target Market
KFC
• Demographical Segmentation (High, Low and Average
Income)
• Behavioral Segmentation (taste, quality and price)
• Geographical Segmentation (Urban and Sub Urban
Areas)
McDonalds
• Demographical Segmentation (All income level
consumers including Children, Youth and Young Urban
Family)
• Behavioral Segmentation (taste conscious, quality and
price)
• Geographical Segmentation (Urban and Sub Urban
Areas)
Hardee’s

• Demographical Segmentation (High Income, Children

youth and young urban family)
• Behavioral Segmentation (taste conscious, quality and
price)
• Psychographic Segmentation (Interest and Lifestyle of
consumers)
Satisfaction of the Target Market
• Consumers give brands value by developing perceptions and expectations
for those brands
• Companies enhance the value by delivering consistent brand experiences
that consumers can trust
• Strong service branding capability and co-opting customer involvement
through customer empowerment
• Personalized Services
• Usage of Social Media and emails to influence consumer’s purchasing
decision and an attempt to find out more about their needs
• Measure customer satisfaction by using customer support centre reducing
unhappy customers
Competitive Advantage
KFC

• Better setup of supply chain and distribution system

• Secret recipe and also well known for its unique
ingredients it uses
• Affordable prices of products
McDonalds
• Cheap prices are McDonald’s main competitive advantage. The
company is engaged in an extensive utilization of economies of
scale to achieve the cost advantage.
• True to ‘fast food’ format of its restaurants, McDonald’s is famous
for the speed of customer service without compromising the
quality of the service.
• Universality of the taste to a great extent represents another base
of McDonald’s competitive advantage. Big Mac tastes almost all
over the world
Hardee’s
• Prompt customer services probing into strong hold and
brand image
• More chances of expansion and growth
Suggestion and Recommendation
McDonalds
• Service Differentiation
• Personnel Differentiation
• Integrated Promotional Mix
• Product Augmentation
KFC
• Dynamic Menu (introducing more core products)
• Increase market shares
• Focus on marketing strategy
Hardee’s
• Lower prices and target low and average income level as
well
• Share nutritional details
• Local website