•Our Group Layout

• Reena Zarin • Furqan Paracha • Samman Hameed

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 Brand Personality
Evaluation of McDonalds &
KFC
 Introduction
McDonalds
The first McDonald’s restaurant was started in
1948 by brothers Maurice (“Mac”) and Richard
McDonald in San Bernardino, California.

They bought appliances for their small

hamburger restaurant from salesman Ray Kroc

The self-service counter eliminated the need

for waiters and waitresses

On April 15, 1955, he opened the first McDonald’s

franchise in Des Plaines, Illinois, and in the same
year launched the McDonald’s Corporation,
eventually buying out the McDonald brothers in 1961
 Introduction
KFC
KFC, known as Kentucky Fried Chicken, is a
chain of fast food restaurants based in
Louisville, Kentucky

The Kentucky Fried Chicken was founded by

Colonel Harland Sanders (born on September
9, 1890) at the age of sixty-five KFC

Every year, over a billion KFC chicken dinners

are served featuring the Colonels “finger
licking‟ good” special recipe

Starting in the United States in the 1930s, it has

grown to become a true multi-domestic company
 Introduction
McDonalds Offerings

 Chicken,  Cappuccinos,  French fries

 Beef,  Muffins,  Fruit pies,

 Fish,  Lattes,  Desserts,

 Hamburgers and  Frappes,  Ice creams

 Cheeseburgers  Hot chocolates and  Juices,

 Fried chicken,  Cakes.  Shakes and

 Nuggets  Soft drinks

 Introduction
KFC Offerings

 Chicken sandwiches (including the Zinger and the Tower);

 Wraps ("Twisters" and "Box masters");

 Variety of finger foods including crispy chicken strips and hot wings

 KFC is providing halal and spicy foods to their customers in Pakistan

according to culture and taste

 Introduction
McDonalds Management Hierarchy
 Introduction
KFC Management Hierarchy
 Introduction
McDonalds Operations Management Strategy

Design products according to

culture to grab more customers

There are operational managers in all the

branches that control all operational activities

These strategies are distributed to all its franchise branches in the

written form

Implemented in all the

branches

Made by top Management

 Introduction
KFC Operations Management Strategy

they choose locations that are

available at low costs

They always select a favorable location for its

outlets, which will lead to increased sales

They understand it is important to remind the consumers about

their presence

This is why they have opened

so many locations in each city

KFC ensure its proximity

to the consumers
7 Approaches to Study Brand
Personality
1- Conflict Style

2- Social Value Orientation

3- Interpersonal Trust

4- Self-Efficacy & Locus of Control

7 Approaches to Study Brand
Personality
5- Self Monitoring

6- Face Threat Sensitivity

7- The Big 5 Personality Factors

 1- Conflict Style
McDonalds V/S KFC

KFC have competed style

which means high on
McDonalds have
assertiveness and low on
Accommodated style of conflict
cooperativeness. Because they
management as it is low on
usually take feedback from the
assertiveness and high on
customers but they do not
cooperativeness, they treat their
improve their quality and taste
customers as their priority and
which customers usually ask
also work for their own benefit
about. It is also the reason that
also and maintain good
their market share is less than
customer relation.
McDonalds and their customer
service is also not good
 2- Social Value Orientation
McDonalds V/S KFC
As a customer we see that
McDonalds have Pro- social or
Cooperat ive social val ue or ientation
because they usual ly see their
custom er and em pl oyees as their
pri or ity

KFC
has
pro-
self
or
egoi
stic
soci
al
value
orien
tatio
n
beca
use
their
priori
ty is
not
the
custo
mer
and
they
focus
es
on
their
own
bene
fit
rathe
r
than
impr
oving
their
servi
ces
and
taste
 3- Interpersonal Trust
McDonalds
• As a customer we assume
that the interpersonal trust
of McDonald is high
because they have good
customer relations, they try
to makes products
according to wants and
desire of customer they
also offer local food in
McDonald’s style i.e. “Bun
kabab”.
KFC
• As KFC came in market
before McDonald, their
strategies remain same
and also want to satisfy
the need or want or
customer but the
interpersonal relation of
KFC is low
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4- Self-Efficacy & Locus of Control
McDonalds
McDonald has high self-
efficacy and internal locus of
control. They give incentives
to their employees and also
give different offers for there
continues promotion
KFC
KFC has low self-efficiency and
external locus of control. They
are operating for the specific
class, they think that for which
class they are operating are
enough for the profit
maximization
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 5- Self-Monitoring
McDonalds
As a customer we see that
McDonald’s self-monitoring
which includes proper
feedback, affective display,
expressive behavior is high.
They feel conscious to get
customer advices for their
own improvements
KFC
KFC never gives preference
to its customers and do not
adopt the market style of
McDonalds or other
competitors. KFC have no
idea that how to make
improvements according to
customer’s taste, price &
choice. Because they do not
conduct any survey or
feedback from Social
Environment
18
 6- Face Threat Sensitivity
McDonalds V/S KFC

If McDonalds & KFC negotiate

The face threat sensitivity for
mutually or with competitors, they both
McDonalds is low because it is
will be high in face threat sensitivity
cooperative while negotiation with
because they will lose their reputation
customers & partners
in customer’s perception
 7- The Big 5 Personality Factors

Personality McDonalds KFC

1- Extraversion Sociable, Talkative Assertive

2- Agreeableness Flexible, Cooperative, Trusting ×

3- Conscientiousness Responsible, Organized, Achievement oriented Achievement Oriented

4- Emotional Stability Secure, Confident, Not Anxious Confident

5- Openness Imaginative, Broad-minded, Curious ×

20
 Brand Abilities in Negotiation
In this part we will discuss the four kinds of abilities and their relationship
with negotiation behavior.

1. Cognitive ability, which is the traditional conceptualization of intelligence.

2. The more recently developed concept of emotional intelligence.

3. Perspective-taking ability.

4. The ability to be effective cross-culturally

 Brand Abilities in Negotiation
1- Cognitive Abilities in Case of McDonalds & KFC

As a customer we think that the cognitive ability of McDonalds

is far better than the KFC as it is also mentioned earlier that

McDonalds is much better in understanding the customer needs

from culture to culture and country to country and is much more

respondent to the customer feedback in a more responsible

manner than the KFC

 Brand Abilities in Negotiation
2- Emotional Intelligence in Case of McDonalds & KFC

 The ability to perceive and express emotion accurately,

 The ability to access emotion in facilitating thought,

 The ability to comprehend and analyze emotion, and

 The ability to regulate appropriately one’s own emotions and

those of others
 Brand Abilities in Negotiation
3- Perspective-Taking Ability in Case of McDonalds & KFC

• As a customer we have noticed that the perspective

taking ability of McDonalds is again better than the KFC
because their staff is friendlier you can share any
problem or suggestion to them directly without any
hesitation.
• Their response is also more rapid and customer
oriented and usually their customers are satisfied and
happy with them.
 Brand Abilities in Negotiation
4- Cultural Ability in Case of McDonalds & KFC

• The cultural ability of McDonalds is much better than

KFC as it introduces the new variety of its products

according to the taste of those people and culture e.g.

• They have introduced a burger according to the local

taste of Pakistani people and similarly they sell food

items that do not include beef and mutton in India

 ANY
QUESTION?