KFC: DOING CHICKEN RIGHT IN THE U.S. FAST FOOD INDUSTRY

KFC: DOING CHICKEN RIGHT IN THE U.S. FAST FOOD INDUSTRY

Based on the case study, an industry analysis identifies the following issues which serve as a driving force in the U.S. fast food industry. These factors shape the market environment for each fast food outlet as it portrays current trends which are emerging and trends already in place in this competitive environment:

Industry sales growth in the U.S. fast food industry is falling. This occurs as the industry is maturing. As a result there is intensive competition among fast-food chains. Market share gains are increasingly achieved by taking customers away from existing competitors rather than by attracting new customers into the industry.
There is also a significant amount of industry consolidation. Significant merger and acquisition activity during the last decade has consolidated many fast-food chains within the same organization. Some of the most notable acquisitions are Pillsbury
S acquisition of Burger Kings, Gene...