KFC (Kentucky Fried Chicken), which was founded by Harland Sanders in 1952 in Kentucky, U.S.A, entered the market in Vietnam in the first time at Super Bowl – the Saigon trade center in 1997.KFC currently holding almost 80% market fried chicken in Vietnam. KFC focused on young people especially the children through programs dedicated this promising customers group. It can be seen the objective of KFC is that they want to make the KFC brand becomes a companion of those potential customers from an early age. KFC is also trying to create a new and modern space, where people can chat , work or discuss. However, the prices of KFC are quite expensive and there are not many meals with cheaper prices to attract customers with low imcomes. KFC is mainly focus on the big cities like Hanoi, Saigon or Danang. The main product of KFC are Buckets, Burgers and chicken. In addition, they are not only launched promotions in the holiday, but also in nomal days. (Biên, 2014)
Lotteria official entered the fast food market in Vietnam in 1998. At that time, Lotteria made a smart decision, which is selling the major product completely different with competitors. While KFC focused on the fried chicken, Lotteria chosen Hambuger to attract customer. The product of Lotteria is also quite variety to meet different demands in the market. Besides, they are also regurlaly update the list fastfood menu. The branding is combined between the cultural identity Korea and Vietnam. Moreover, Lotteria has built an extensive distribution systems through the country. (Nhật, 2014)
According to the survey of Vinaresearch, Vietnam population are over 90 million people, in which over 65% are under 35 years old, Vietnam is a fertile ground for fast food development. However, in order to open a fast food restaurent in Vietnam, the investors have to spend millions of dollars to pay the franchise fee of famous brands in the world. There are no many investors in Vietnam are able to pay a hundred percent of this franchise fee. The majority of capital is normaly from the loan of the bank. However, in Vietnam, this is nearly imposible because there are no bank lending a huge of money without a mortgage. Therefore, the government should give a policies to support the investors about the capital. In addition, the big issue that people take care of is hygiene and food safety problem. Government should set up the hygiene and food safe standard for all fast food restaurent in order to make the truth for customers.
2. Be able to use the concepts of Fast Food Restaurants
2.1 Evaluate the advantages and disadvantages of Fast Food Restaurants
- Saving time
The most obvious reason is because fast food is good, fast. Food served is within reach. They are available everywhere and at any time of day. Food is generally prepared in a few minutes and you may be on your way. There are a lot of people living in a hurry and have a lot of work to do. In this case, it's hard to find time to cook a meal. They would not want to wait for a large amount of time to get their hands on some food. So fast food restaurant emerged as a solution for these people. Fast food restaurants are located almost everywhere, give people simple meals without having to spend a lot of time to go long distances just to buy food. This also means that people do not have to spend large amounts of time inside and outside the kitchen to collect material and trying to prepare for a single meal, the time required to clean the kitchen means is also unnecessary. Additionally, fast food is always prepared in fast speed, which means people do not need to wait in a long time just for their order.
- Great tasting
- Fast Food Restaurants Offer Various Choices
Fast food restaurant provide food of different taste and culture, allowing you experience foods from various cultures so that you don't need to spend exorbitant amounts of money at full-service restaurants. Fast food provide you a wide range of food to choose from, for example burgers, chicken and sandwiches are plentiful, but fast-food restaurants that offer Chinese, Italian, Mexican and Middle Eastern dishes also are plentiful. Even though many of these international offerings may be fairly healthy, they also may be high in calories and unhealthy nutrients.
- Lower quality food
This is an important issue, fast foods are made in a manufacturing process in bulk, which tends to lower the overall quality of the food. Therefore, it is impossible to predict the quality of the foods
For example: In a recent article, a customer sends a complaint KFC because he found a mouse in the box KFC fried that he bought the house
- Bad effect on healthy
Food in fast-food restaurants are generally made from fatty foods and excessive oil additives like salt and sugar, which means a large number of calories are present. When customers consume too much food that they can quickly become obese and develop diseases such as diabetes, high blood pressure, stroke, and other heart-related symptoms caused by high cholesterol from fat too level. Customers may also consume excessive fast food because it is cheap to buy in large quantity. Also, research has been done proving it is more likely for people living near fast food branches to become obese.
- Spend less time with family
Fast food restaurant joints are also being seen as a factor that is making a number of families spend less and less time together. Family meal time is something that is considered as an opportunity for all the members to come together and share their experiences. However, the fast food centers are quickly eating into this quality time. This is especially true about youngsters for whom a fast food center is a good place to hang out with friends and peers. Additionally, many children from present time prefer eating in fast food branches with friends of their age rather than with their parents, this could also decrease the amount of time where the whole family actually gather.
- The high cost
For many countries, fast food is generally for those less time and less ... money, while Vietnam is exactly the opposite. With the lowest per serving from 40 thousand to hundreds of thousands of contracts are increasingly attracted many families and the majority of pupils, students, youth. This is not just a place to gather, eating but also the place shown class, tend to "foreign students" of youth. With the criteria saving both time and money, fast food is usually very simple processing. Mostly fried, using of cheap food, in which the most popular is the chicken industry, which is absent in tray of many families for years. Vietnam consumers are to spend higher amount of 2-3 times higher than the traditional dish of Vietnam, such as pho, bun, sticky rice or affordable.
2.2 Propose different ways to improve Fast Food Restaurants in Danang
- Keep portion sizes small
If the fast-food restaurant offers several sandwich sizes, served the smallest. Bypass hamburgers with two or three beef patties, which can pack close to 800 calories and 40 grams of fat. Instead a regular- or children's-sized hamburger, which has about 250 to 300 calories. And skip the large serving of french fries or onion rings and ask for a small serving instead. This switch alone saves 200 to 300 calories.
- Healthier side dishes
Take advantage of the healthy side dishes offered at many fast-food restaurants. For example, instead of french fries choose a side salad with low-fat dressing or a baked potato. Or add a fruit bowl or a fruit and yogurt option to your meal. Other healthy choices include apple or orange slices, corn on the cob, steamed rice, or baked potato chips.
- Go green
Serve an entree salad with grilled chicken, shrimp or vegetables with fat-free or low-fat dressing on the side, rather than regular salad dressing, which can have 100 to 200 calories a packet. Watch out for high-calorie salads, such as those with deep-fried shells or those topped with breaded chicken or other fried toppings. Also skip extras, such as cheese, bacon bits and croutons, which quickly increase your calorie count.
- Opt for grilled items
Fried and breaded foods, such as crispy chicken sandwiches and breaded fish fillets, are high in fat and calories.serve grilled or roasted lean meats — such as turkey or chicken breast, lean ham, or lean roast beef.
- Watch what you drink
Many beverages are high in calories. For example, a large regular soda (32 ounces, or 946 milliliters) has about 300 calories. Instead, order diet soda, water, unsweetened iced tea, sparkling water or mineral water. Also, skip the shakes and other ice cream drinks. Large shakes can contain more than 800 calories and all of your saturated fat allotment for the day.