Yesterday. Today. Tomorrow.

It seems like McD is gaining the upper hand for most of the parameters discussed previously. So how will KFC and McD fare in the last 4 parameters?  We’ll know shortly…

ENVIRONMENTAL RESPONSIBILITY

The purpose of seperating environmental responsiblity from CSR is to focus on environmental issues alone rather than to judge the performance collectively. We all know that various companies come up with their own unique gree policy. Some of the topics covered are energy savings, sustainable development, carbon footprint reduction as well as waste recycling and recovery. Some of the plans are ambitious but are the consumers aware of these policies?

What does this chart tell us? McD slightly outperforms KFC? I was surprised when I first get this chart because most people thinks that fast food companies are doing their part to keep the environment up and running (KFC: 41%+2%; McD: 38%+10%). I’m not sure how these people get this idea but the truth is we really don’t know what these companies have done to reduce their environmental impact. In fact, fast food industries especially those making cheeseburgers are one of the major players contributing to the environmental pollution, particularly green house gas emission. My dear readers, kindly read the article of “The Cheeseburger Footprint” to get a grip of how much we as consumers are generating more and more green house gases. In short, the more processes a type of food undergoes, the more green house gases it produces. Don’t believe me? Take a look at the “Energy Use in the Food Sector” report by the Stockholm University and the Swiss Federal Institute of Technology.

INTERIOR / EXTERIOR DESIGN

A popular place to eat must first has good food, good basic facilities and also good surrounding. Nobody will ever want to visit a place which looks awful from afar. Don’t you agree?

The result speaks the truth. McD outlets attract more people than KFC outlets. Now this I’m not surprised for new McD outlets in Malaysia have become the “in” thing as supper and “yamcha” destinations. The surrounding scores highly as McD offers less food variety compared to those “Mamak Stalls / Restaurants”. Another thing is that McD utilizes a series of cozy colour tones ranging from yellow to dark brown. Coupled with the soft yellowish lights, it makes you feel like you are at your home. There are many more what McD outlets have accompalished but you can’t see all these at KFC outlets. Too bad…

MARKETING OUTREACH

Most of us know about the 4Ps in marketing: Product, Pricing, Promotion and Placement. However, irrelevant marketing strategies at the wrong time could spell disaster. This parameter doesn’t look at the marketing itself, but to evaluate the long lasting effects of marketing towards the general consumers. For example, is the promotional slogan used catchy? Does doorstep food delivery increase the chances of repeatitive spending? Is it important to emphasize on food factor (we have all the nice and tasty food here) or people factor (we are all sincere, warm and friendly)? There are many more to be considered but to plan is one thing, to execute is another thing, and what the public get and perceive is yet another different thing. So it’s risky to get somthing out of expectation if the organasations do not understand consumers properly.

KFC associates family happiness and brand loyalty with its food package, McD on the other hand associates individuality and customization with its food package and environment. What can I say? McD’s catchy tune / tag “I’m lovin’ it” wins the heart of the consumers. Those who doesn’t agree with me please attempt to deny my statement. LOL…

PRODUCT PRICING

Expensive? Cheap? This is a question of relativity transcending the boundaries of time. In the end it is about Price VS Value…

Haha, everyone is complaining that McD overcharges. KFC holds the best Price / Value ratio. So next time if you are going to eat habis-habisan, do not go to McD. Go to KFC instead… Wait, if KFC offers the best value, how come more and more people choose to go to McD regularly even though things are expensive?  The truth is, price is no longer the single most important factor in deciding what to eat. Looks like all of us have more to spend nowadays. =)

HURRAY! Finally I’ve released all the results. Finally I can have some good rest and continue focusing on my REAL research. I really hope my readers could benefit, or at least be entertained by my work. Now I’m waiting for your feedback. PLEASE tell me what do you think about the findings OK? I need improvements as well as encouragements from you guys! Thanks ya. =)

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