IntroductionMarket orientation is an integral part of any business that seeks to gain competitive advantage over other enterprises in similar market niche. Today, extraordinary competition levels exist in the modern business environment hence requiring each entity to keep up the pace. Organizations that possess sound market orientated culture have been found to perform better in terms of understanding their competitors as well as customers. ‘‘Proper market orientation culture result in better customer relationship which can enhance performance outcomes as sales, growth, market share and profits’’(Lukas & Ferrell, 20050. This paper seeks to determine the performance of three global restaurants that is McDonalds, KFC and Pizza hut.
This will entail conducting a mystery shopping exercise for the aforementioned restaurants by way of carrying out a survey through observation and questionnaire manifestation. BackgroundMcDonald’s is one of the leading global companies in the food industry headquartered in the United States. Having been established back in the 1940’s the company has been in existence till today and is still recognized globally especially for its tasty hamburgers (McDonalds, p.1). Over time, the company has included other products such as salads, soft drinks, shakes, smoothies, wraps and breakfast items just to mention a few.
McDonalds, holds that the core reason of being in business is customer satisfaction hence their over emphasis on quality services to their customers. Statistics indicate that the company has a retail supply chain more than 32,000 branches mainly comprised of local restaurants. Seventy percent of the retail lines globally are independently owned and locally operated. Kentucky Fried Chicken (KFC) is yet another fast food restaurant operating globally. Its specialty is fried chicken and happens to come second after McDonald’s in terms of sales.
KFC’s headquarter is in Louisville but distributes its products all over the world in more than 123 countries having a franchise network of about 372 companies distributed in different countries. The company was founded by Harland Sanders. “KFC's original product is pressure fried chicken pieces, seasoned with Sanders' recipe of 11 herbs and spices. The constituents of the recipe represent a notable trade secret. Larger portions of fried chicken are served in a cardboard "bucket", which has become a well known feature of the chain since it was first introduced by franchisee Pete Harman in 1957” (Wong, 2014).
In addition to specializing in fried chicken, KFC also serves side dishes, salads, warps and chicken fillet burgers among other servings. Pizza Hut is one of the fast food restaurants under the brands of Yum! Restaurant Int. It is among KFC, Taco Bell, A& W and Long John Silver’s under the Yum! Umbrella. Pizza hut happens to be largest pizza chain in the world with over 12,500 restaurants across 91 countries. Having been established in 1958, by two brothers; Frank and Dan Carney in Wichita, Kansas, pizza hut has spread internationally.
It is seemingly the first fast food restaurant to introduce food delivery service which has been adopted by many restaurants globally. Purpose of conducting primary observational researchThe purpose of this study is to investigate to the appearance of the restaurants in terms of cleanliness and attractiveness; the treatment offered by staff, the quality and quantity of the food offered among other miscellaneous factors. Observation is used in the data collection through filling of the secret shopper questionnaire.
By doing this research, it will be possible to conclude any degree of correlation of the research questions between the three restaurants. Upon finding the results, recommendations will be made to the three restaurants in areas of excellence as well as in those that need improvements.