McDonalds has one of the largest chain of restaurants worldwide, but the other world renowned food chains who cut come as competition for McDonalds are Burger King Corporation, Yum Brands – parent company of KFC, Starbucks and the other local burger cafes. Burger King has over 11,500 outlets worldwide which means that they are geographical diversified, they are globally renowned for its slogan “Have it your way”, and most importantly they serve burgers and a variety of side dishes which are not available in the other fast food joints. Burger King comes second to McDonalds because of their weakness like most of their outlets are spread only in the US, they do not advertise as much as the other brands do and their options for a healthy meal are very limited they are only pleasing their long run customers with big large portions of burgers. KFC which comes under Yum Brands has the second best global brand in the fast food industry.
They stand strong till today for many reasons like their trade secret of original chicken recipe with 11 herbs and spices, they have over 4,000 outlets in China itself where they get maximum of their revenues from, they offer more products from the other Yum brands and satisfy more customers. KFC gained a lot of negative publicity because of the criticism received from PETA over the conditions of raising chicken; they were serving chicken wings with kidney and also got into the news for untrustworthy suppliers. More and more people are opting for a healthy living but KFC foods are high on calories. They lack menu innovation and thus losing a lot of customers. Starbucks biggest strength is its brand reputation which they have maintained with high quality coffee and excellent customer service, their experience to serve the perfectly blended coffee with friendly staff and good ambience is incomparable with any other, it is the largest known coffeehouse of the world with more than 20,000 café’s.
Starbucks is not only famous in the masses but also known amongst its staff with the extensive range of customer benefits and higher pay rates for its employees. Few of their weakness’ is the expensive coffee beans which affects their own profits, their coffee is also comparatively more expensive than others which is one of the biggest drawbacks and even after several efforts it remains the same as they do not want to compromise with quality. Starbucks also gained negative publicity for their lack of efforts in becoming a greener organization and tax evasions.