FAST FOOD INDUSTRY

BY-Pavan M Dave
ID-10mba019
FAST FOOD INDUSTRY
•Mc Donald
•KFC

•Burger king
MC DONALD USP
Slogans: McDonalds. I'm
lovin' it.
              What you want is
what you get
              It's a good time for
the great taste of
McDonalds
              Nothing can do it
like McDonald's
              You deserve a
break today...at
McDonald's
              We love to see you
smile
 Positioning
 Remember that McDonald's isn't just selling burgers and fries. It
sells fast food that tastes the same, no matter when or where it's
ordered, in an environment that's clean and friendly to families.

 A cheeseburger is a cheeseburger, you may think. But look how

McDonald's, Burger King and Wendy's differentiate their fast food.
They offer different side dishes (onion rings at Burger King, french-
fried potatoes at McDonald's), different toys with kids' meals (a big
incentive for the under-age-10 set), and different ways of cooking
their burgers (Burger King's are broiled, McDonald's, grilled).

 In New England, McDonald's is the only fast-food chain to offer

lobster rolls (a lobster salad sandwich served in a grilled hot-dog
roll) in the summer.
 Feature
 Kids need a variety of foods and nutrients every day to help them
grow strong, play long, and learn better in school. We’re
constantly looking at our menu to ensure we’re giving our
customers (including our youngest guests) a selection of balanced
choices.

 Dr. Cynthia Goody, Director of Nutrition at McDonald’s, is a

registered and licensed dietitian and a member of the American
Dietetic Association, the world's largest organization of food and
nutrition professionals. Dr. Goody oversees McDonald's nutrition
strategy, serves as a brand spokesperson and provides expertise in
developing the McDonald’s U.S. menu.
BURGER KING
Slogan: "Have it your way"
- Burger King
What they are really
saying: We care about you,
what you want matters to
us. We are willing to do
things different just for
you, our customers are
special to us.
 Positioning
 The first element of the solution consisted of carving a unique fast
food identity for Burger King that would clearly distinguish it from
McDonald's. Contrary to its rival, Burger King did not have the
advertising budgets to communicate a spectrum of menu items,
therefore it was necessary to be single-focused.

 Burger King chose to concentrate on a narrower product

positioning. Burger King opted for a hamburger-focused
advertising positioning that would hopefully make them the
Quebec hamburger fast food specialists.

 Translating this positioning into advertising, it was decided to focus

the campaign on Burger King's most popular product: the
Whopper. Taste test research conducted by Burger King indicated
that consumers preferred the grilled taste of the beef and
condiments found in the Whopper more than McDonald's chopped
condiments and fried Big Mac.
WENDY’S
Wendy's Old Fashioned
Hamburgers, fast food
restaurants
Slogans: Do what tastes
right.
              Wendy's. Quality
is our Recipe.
              It's better here.
              Where's the Beef?
 Positioning
 Wendy's really has flipped its wig. The No. 3 burger chain has
elected to focus on adult consumers rather than "heavy fast-food
users" ages 18-24—a move that some analysts are calling risky.
 Innovations like Wendy's Garden Sensations Salads, launched
under Calwell's watch, will be harder to come by since the burger
scene has changed dramatically.
 Namely, older consumers tend to gravitate away from fast food.
Wendy's is currently attempting to lure them back in with its
three-pronged value-menu approach, which offers the Double
Stack Cheeseburger, Jr. Bacon Cheeseburger and Crispy Chicken
Sandwich for 99 cents. But, unlike the late 1980s when the chain
created the 99-cent value menu concept, the playing field has been
leveled.
 Feature
 In 1979, Wendy's was the first fast-food chain to introduce the
salad bar. Garden Sensations salads were added in 2002
Read more:

 The Wendy's new fries will be in what's known as "the boardwalk

style," using Russet potatoes with the skin on, cut thinner and
smaller, cooked in a revised blend of vegetable oils, and sprinkled
with sea salt, and more salt than before.  An advertising campaign
for the new fries is about to begin.  The fries have been test-
marketed in five cities over 2010, and the company is pleased with
the results.
KFC
Kentucky Fried Chicken -
KFC
Ad slogans: There's Fast
Food, Then There's KFC.
                  We do chicken
right.
                  Finger Lickin'
Good
 Positioning

 KFC has to be positioned appropriately to the cultural moorings

of the country.

 The chicken in the KFC may have to infect be submerged in a

vegan conservative cultural environment. Also the messages that
it maintains an absolutely strict QC checks to ensure palatability
and the safety in the foods (free of steroidal elements etc) should
be part of its HQC positioning, with a sense of value addition and
ethnic drama to the presentation of the wares.
 Feature
 During the Great Depression in the 1930s, Colonel Harland Sanders served
fried chicken at a gas station he owned in North Corbin, Kentucky. He
named his restaurant “Sanders Court and Café.”

 Although Colonel Sanders began selling his famous chicken in 1929, he

actually founded Kentucky Fried Chicken as a franchise in 1952 in Salt
Lake City, Utah.

 Colonel Sanders’ restaurant was so successful that in 1936, Kentucky

Governor Ruby Laffoon named Sanders the “Kentucky Colonel.”
 Colonel Sanders’ original handwritten recipe is located in a secret
locked room at KFC’s main headquarters in Louisville, Kentucky.
In fact, the recipe is so secretive that only 2 company executives
have the key to the room where it’s located. KFC also uses
multiple suppliers to prevent any single supplier from having the
complete ingredients list for the chicken spices.

 In 2006, KFC created a logo made up of 65,000 square tiles.

The company claimed that it could be seen from space.
Honestly, what are we trying to do? Let aliens know they
can stop at KFC on the journey to their home planet?
THANKS