Food production and service systems - Essay Example

? Food production and service systems Table of Contents Introduction 3 Fast food production and service system 3 Comparison: food production and service systems in two popular fast food outlets 4 McDonalds 4 KFC 6 Conclusion 7 References 9 Introduction The fast food industry has established itself into a juggernaut all over the world. This is mainly due to the change in the lifestyle of the people and influence of the trends of globalization. The emerging economies all over the world have reduced their dependence on agriculture and the food habits due to which the food habits of the people have undergone drastic changes. The agriculture production levels have reduced and the economy’s growth has taken place on the rising performance of the manufacturing industries. The rise in the income level of the people has provided sufficiently liquidity in their hands. The change in the nature of employment and work has also reduced the available time for personal work. Due to all these factors, the global population have reduced consumption of agricultural crops and procured food at home. Fast food market has emerged as due to a new emerging trend in the food habits of people around the world. Fast food production and service system The fast food items like meat, eggs, fish, bakery, beverages, etc. are increasingly consumed by the people in today’s world. This led corporate houses in the food industry to invest in fast food business. With the presence of a large number of customers in the fast food industry, the number of business houses began to tap the opportunities of increasing demand of fast food. In order to cater to the rising demand of fast food consumers, the production of the fast food were also increased over the years. In order to provide fast food to the consumers with convenience that specially fits the requirements of cost and time, the fast food outlets were developed. Easy and low cost establishment of the fast food outlets helped this industry to cater to a large number of customers at optimal cost (Schlosser, 2012, p.33). The delivery system of the fast food chains is also important for sustainable business in the highly competitive markets. Comparison: food production and service systems in two popular fast food outlets Several potential opportunities in fast food industry motivated the producers to invest in the emerging overseas markets apart from their domestic markets for expansion of business. Several fast food outlet and food chains are visible in the food markets with the producers focusing on quality fast food with excellence service to gain competitive edge in this high competitive market (Brotherton, 2012, p.22). McDonalds McDonalds is one of the largest fast food chains in the world. The company has active presence in 119 countries and is catering more than 68 million customers. McDonalds started their fast food business with the sell of hamburgers which became famous among the consumers. Over the years McDonalds have increased their offerings by looking at the growing demands among their consumers. The production in fast food category of McDonalds includes variety of food items of chicken, fish and also beverages like ice cream. The fast food offered to the customers include hamburgers, fried chickens, cheeseburgers, pizza, French fries, salad, fried fish items, beverages, milkshakes and also a combination of all these offerings (Smith, 2007, p.40). The production and distribution of fast food is customized as per the requirements of different markets. McDonalds have special offerings in the name of McRib which are sandwiches sold by the company for particular seasons. Due to the seasonality of McRib, the sale of such sandwiches is in the peak levels of the season in which it is offered. Several fast food outlets of McDonalds in Asia are selling soup and beverages which are comparatively in high demand in the market. The fast food outlets of McDonalds sell beer in Germany and other European countries. The regional food taboos are also followed by the McDonalds fast food outlets for the best interest of the business. These are evidences of regional adjustments in fast food delivery by McDonalds in order to satisfy the demands of the market. McDonalds’ outlets are committed to provide fresh and healthy fast food to their large base of consumers (Schroder, 2003, p.28). The process of food production and processing looks at the aspect of cleanliness and hygiene. All these aspects of maintaining quality in the production process have helped McDonalds to establish its brand name in the competitive industry of fast food chains. The stores of McDonalds have been remodelled and provided with a universal logo that has become a brand image of McDonalds’ fast food business. The increasing competition in the fast food industry has led to the improvement in service delivery through which McDonalds services their customers to ultimate satisfaction. The unique service system of McDonalds’ fast food outlets offers customer friendly services with helpful staffs in the delivery of fast food to the customers (McDonald's, 2013, p.1). The delivery staffs are extremely helpful to the customers and are always ready to guide them in selecting the items fast food and in resolving customer complaints. The time of delivery after the orders are placed i.e. turn-around-time is also considerably low which is aimed at prompt delivery to the customers. The fast food outlet of McDonald also offer drive-through services to the customers as a result of which customers could place order, make payments and collect the deliveries from different outlets. This is popularly known as McDrive. The McExpress service is another fast food outlet service with limited seating arrangements in the commercial establishments. KFC Kentucky Fried Chicken (KFC) is one of the largest fast food chains in the world that provides quality fried chicken to consumers all over the world. In terms of overall business in the business of fast food, Kentucky Fried Chicken is ranked second to McDonalds. The business of fast food production and service delivery of Kentucky Fried Chicken is carried out through 1800 outlets in 120 countries all over the world (Birchfield and Birchfield, 2008, p.79). The changing lifestyle of the global population due to the effects of globalization and reduction of dependency on agricultural produce has led to the change in the food habits of the people. The people have started to consume more meat than crops. In order to tap the opportunities of rising demand for meat, KFC have expanded their business in the foreign markets and increased the production and processing of chicken. KFC is the pioneer in establishing the fast food business of fried chicken by challenging the dominance of hamburger in the fast food industry (Jakle and Sculle, 2002, p.81). Among the Western fast food chains to expand into the developing markets like China, KFC was the first to set up a fast food outlet in the markets of China. The high quality of fried chicken processed and sold by the company in the US and the foreign markets has established a brand name for itself with more and more number of customers consuming fired chicken of KFC. The chickens produced, grown and processed are sold after adequate cleaning that addresses the health and hygiene related factors. KFC primarily sells fried chicken and variation of fried chicken in the form of burgers, sandwiches, wraps, side dishes, French fries, salads, soft drinks, etc. The quality of chicken produced and processed for serving the customers through their fast food outlets have helped them to acquire large market share in the fast food industry (Sarin, 2007, p.57). The logo used by KFC has universal prominence and is identified by the consumers of fried chicken in different corners of the world. The trademarked fried chicken of KFC is popular among the consumers whose recipe is inherited from its founder, Harland Sander and is a trade secret for the company. The service system of KFC is complementary to its system of chicken production that fulfils the expectation levels of the consumers. The service delivery system of KFC in its fast food outlets is very customer friendly and guides the customers in selecting the fried chicken items and also pays full attention for resolution of queries and complaints (Jones, 2002, p.58). The ambience at KFC with posters of the founder, Harland Sanders provides services to the fullest satisfaction of the consumers. The fried chicken and the other variations offered in the menu list are served in cardboard buckets which is a trademark of KFC service system (KFC, 2013, p.1). Many KFC fast food outlets provide drive-through services looking at the needs of the market. The service system in the fast food chain offers the options of dine-in or take-away to the delight of the consumers. Conclusion McDonalds and KFC are two fast food outlets that have been compared in terms of their food production and service systems for delivery to the consumers. Both the fast food outlets have a long history of fast food business. While McDonalds specializes in hamburger, Kentucky Fried Chicken specializes in fried chicken and its variations. McDonalds is the largest players in overall fast food business all over the world. When it comes to fried chicken, KFC is the world wide leader but comes second to McDonalds in the overall fast food business. The fast food outlets have increased their list of fast food offerings looking at the market demands. McDonalds have introduced McCafe in order to diversify the fast food business and tap the opportunities of the coffee markets. KFC apart from catering to the domestic markets in US have captured emerging markets like China, India where chicken is preferred as compared to beef. The service system of both the fast food outlets are efficient and prompt in catering fast food to the customers and has a vision to provide fullest satisfaction to their consumers. The attractive features of the service systems include dine-in, take-away services, drive-through services, etc. References Birchfield, J. C. and Birchfield, J. 2008. Design and Layout of Foodservice Facilities. John Wiley and Sons; USA. Brotherton, B. 2012. International Hospitality Industry. Routledge; China. Jakle, J. A. and Sculle, K. A. 2002. Fast Food: Roadside Restaurants in the Automobile Age. JHU Press; USA. Jones, P. 2002. Introduction to Hospitality Operations: An Indispensable Guide to the Industry. Cengage Learning; UK. KFC. 2013. Food.Fun.Laughter! [Online]. Available at: http://www.kfc.com/food/lilbucket/. [Accessed on 04 July, 2013]. McDonald's. 2013. How can we help you?. [Online]. Available at: http://www.mcdonalds.com/us/en/services.html. [Accessed on 04 July, 2013]. Sarin, B. 2007. MODERN PRODUCTION / OPERATIONS MANAGEMENT, 8TH ED. John Wiley & Sons; India. Schlosser, E. 2012. Fast Food Nation: The Dark Side of the All-American Meal. Houghton Mifflin Harcourt; USA. Schroder, M. 2003. Food Quality and Consumer Value: Delivering Food that Satisfies. Springer; UK. Smith, A. F. 2007. The Oxford Companion to American Food and Drink. Oxford University Press; USA. Read More