Situational Analysis Of Fast Food

1.5 Situational Analysis

1.5.1 Market Analysis

The fast food or quick service restaurant market is a market that is represented by well-known franchises such as McDonalds, Kentucky Fried Chicken (KFC), Burger King, Pizza Hut, Domino’s and Wendy’s to name a few. The popularity of fast food is due to the fact that it does not require a lot of time to prepare and can be quickly served. The food is usually packaged so it is convenient to take away. It is also relatively cheap, good tasting and within the budget of many consumers.

This market has always been criticised for its unhealthy menus. Now more than ever, people are paying more attention to what they eat and how much they eat, as the trend to become healthy or healthier grows. Despite this, many fast food franchises are still introducing and promoting food that is unhealthy. An example of this is the KFC Double Down. Available

With this, I expect the market to continue growing in future years despite the trend towards healthier foods. This is because this trend as invited new competitors onto the market that specialise in healthy foods. Some of these competitors are Pita Pit and Habitual Fix, and their introduction has forced the major fast food chains to speed up their process of adding healthy food to their menu. Either way, whether healthy or not, demand for fast food can only go up. An introduction to a healthier menu will only encourage more people to visit these restaurants.

For firms to successfully target their target market, segmentation strategies are used to divide their target market into smaller groups that are similar so the firms can use the strategies that work the most effectively for these groups. These groups could be divided through age, for example, into children, teenagers/students, family, and