City Fast-food Industry Research Report

Over 10 years ago, American fast food entered into the Chinese market one after another. From then on, a number of fast food restaurants and very chain stores have doubled in China. Chinese fast food industry, in its infancy, relatively low level of development, have a big gap compared with developed countries in the world, but the fast food consuming market and the supply market has basically have taken shape. Some large and medium-sized city in the coastal and inland, tourist cities and economically developed areas, fast food has become indispensable to a need for travel, tourism, business dealings, such as the floating population, working-class and students, as well as dining out. Attracted more and more attention from the society at all levels, it becomes a very 'hot spots' of the industry.Chinese customers, particularly in large cities, have taken in Western-style fast food which provides the western fried foods and other popular dishes as a way of life. Encouraged by the successful model of McDonald's and KFC, many Chinese entrepreneurs have tried to make use of traditional Chinese culture to attract customers to localized fast food restaurant which advertised in mass media. According to my research in Huaian during business trip in July 2008, I will illustrate the competitive situation between American fast food chain store and local Chinese fast food chain store by analysis on service, price, management, food and customer expectations in fast food industry.In detail, this case analyzes one of the largest Western fast food chain stores and one of the largest Chinese fast-food chain stores. These data based on participant surveys, formal and informal interviews, sample surveys and historical reference. The study found that a local Chinese fast food restaurant was constantly successful at the local market in Huaian, after renovation and improved hygiene and conditions of service. I think that the process of globalization at Huaian experienced two types of positioning. First of all, the Western-style fast food chain store has tried best to cater to Huaian consumers, keeping up with a high degree of local ownership of service, and to appropriately adjust their products to fit the tastes of local consumers. Second, with the appearance of Western fast food chain store, it encourages a number of Chinese entrepreneurs to develop the localized modern fast food stores.The next few years, Chinese fast food market is still full of opportunities, fast food needs to diversify, fast food companies continue to broaden the scope of operation, expand rapidly, more broad service areas, including the sustainable development of fast food chains, style diversified, chain operations steadily; groups service rise rapidly, professional firms has grown in strength and become a new bright spot in the market; Breakfast works have to start one by one, a group of fast food chains play a major force; delivery service is well-developed with increased market demand and bright future; fast food processing develop rapidly, and actively explore the demand for home services, to be very welcomed; the leisure of fast food and diversity of snack have been enhanced, enterprise have been strengthened innovation and extensive operation, showing the vigor and vitality in fast food industry of our county.