Yesterday. Today. Tomorrow.

Today we’ll be discussing another 5 parameters. Anything you wish to add regarding the previous post? If there is, kindly write it down and share with me. WIthout further ado, let’s proceed to the 4th parameter in the list.

CONVENIENCE

According to the Amerian Heritage Dictionary, convenience is defined as “the quality of being suitable to one’s comfort, purposes, or needs” and “something that increases comfort or saves work”.  Anyway, for these two fast food chains, the most important factor contributing to the convenience rating is the availability of the outlets spreading across the globe. There are several more factors but we’ll see how consumers think about their popular choices.

As you can see, McD clearly outperforms KFC in this parameter. What are the differences? First of all, we can easily find McD outlets at strategic high traffic and high exposure areas such as corner lots, shopping complexes and the latest trend which is individual lots but we can’t find that much KFC outlets. Secondly almost all McD outlets in Malaysia operates 24/7, KFC picked up that strategy quite late and didn’t implement it at full scale, for the meal (chicken sets) served are considered heavy and not suitable to be consumed during midnight (especially for those body toning group) compared to McD meals (fries, burgers, pies, sundaes etc.) which are light. Actually I have another factor in mind but I’m not sure if that contributes. Have you all notice that most McD outlets have built in playgrounds while KFC outlets don’t? Can someone else go ask some kids about this?

CORPORATE SOCIAL RESPONSIBILITY (CSR)

It’s quite hard to explain CSR in simple terms. Here is the quote from Wikipedia:

“…Corporate social responsibility (CSR, also called corporate responsibility, corporate citizenship, responsible business and corporate social opportunity) is a concept whereby organizations consider the interests of society by taking responsibility for the impact of their activities on customers, suppliers, employees, shareholders, communities and other stakeholders, as well as the environment. This obligation is seen to extend beyond the statutory obligation to comply with legislation and sees organizations voluntarily taking further steps to improve the quality of life for employees and their families as well as for the local community and society at large…” 

Needless to say, McD scores for this parameter. If you check online you will agree with me also. You can see nothing about CSR on KFC Malaysia website but you have every details about McD Malaysia on its website. To keep it short and simple, McD has the Ronald McDonalds House Charities (RMHC) Malaysia which deals with many non-profit activities such as the Give of Smile Campaign for children with cleft lip and palate, the Ronald McDonald Sensory Room for children with learning difficulties, the Ronald McDonald House for accomodation of families from outside Kuala Lumpur whose children are seeking medical treatment at the Pusat Perubatan Universiti Kebangsaan Malaysia (PPUKM),and the Tunas Wawasan for the assistance of students with academic potential from low income families.

So what is KFC doing for the society? Can somebody shed some light on me?

Anyway, there is a site offering some good reading material regarding CSR. Go give it a try.

CREW FRIENDLINESS

All of us like smily faces, and we like to be served and greeted sincerely. So how do the two companies fare in this parameter?

Apparently this is an even match for KFC and McD if you look at the chart. So don’t worry for being poorly treated next time when you go to any of the mentioned fast food outlets. If something wrong really happen, just file a complaint. =p

FOOD QUALITY

Basically fast foods are considered as junk food for they don’t provide much nutritional values for us but living in a concrete jungle constantly racing against time. It’s important to pick up a place where you can just get and extra cockroach, flies, lizards something in your food.

McD wins probably by publishing nutrition leaflets which are freely available at the racks of the outlet you are in. Apparently more and more people are being brainwashed that they are actually taking nutritional diets while the fact is that most of the food are high in fat, sugar and salt, and low in fibre and vitamins. KFC food is not doing that good either but the above graph simply tells us that McD is far more successful than KFC in “educating” the consumers to buy its “healthy” food. Well, here are some simple references of the quantity of “nutrients” consumed when you pay a visit to KFC or McD. 

FOOD VARIETY

Humans are easily bored by monotonous, routine and limited selection of everything. Yes, everything. Therefore fast food outlets selling virtually non-nutritious food need to think of something good to ensure consumers will frequent their outlets regularly, if possible for every single meal. Scary isn’t it? Well, there you are, the food variety factor is one of the most important ticket to secure a victory.

It doesn’t take anyone more than 1 minute to decide the winner. What does KFC have? Chicken, chicken and still chickens, and with some localisation, KFC is also having salad, rice and burgers as well but McD on the other hand has chicken, beef and fish. McD also sells you Apple / Banana Pie, Sundae / Sundae Cone, Congee bla bla bla… LOL, more variety of “junk food”…

Well, that’s all for this post. We’ll proceed with the remaining 4 parameters on the post. Stay tuned and thank you for your patience! =)

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