Chapter 6 Competitive Situation

6.1 Direct competitors 

6.1.1 McDonald’s

  McDonalds’s first made its ways in December 1980 when McDonald’s Corporation, USA gave Golden Arches Restaurants Sdn Bhd the license to operate McDonalds’s restaurant in Malaysia. McDonald’s Malaysia opened its first restaurant at Jalan Bukit Bintang, Kuala Lumpur on 29 April 1982. To date, McDonald’s Malaysia has more than 200 restaurants located nationwide and is currently expanding at about 20-25 restaurants annually. The company was named as AON-Hewitt Best Employers in Malaysia in 2009 and 2011, as well as AON-Hewitt Best Employers in Asia Pacific in 2011. McDonald’s has successful advertisement (I’m lovin’ it!) which stated in consumer’s mind. Other than that, McDonald's has rolled out new items like coffees, smoothies and burgers, expanding the range of menu choices.

Outlets : 204 outlets in Malaysia

Strength : McDonald's has successfully rolled out new items like coffees, smoothies, and burgers, expanding the range of menu choices. Advertisement slogan “I’m lovin’ it!” Latest year 2012, McDonald’s has launched McCafe as another concept to attract coffee lover in specialty coffees made with premium 100% Arabica beans.

Product range : Burgers (Beef, fish & chicken), Ayam Goreng McD, Bubur Ayam McD, side orders (Chicken McNuggets, french fries & etc), desserts (apple pie, shake & ice cream), kid’s meal, drinks

6.1.2 Kentucky Fried Chicken

The first Kentucky Fried Chicken at Malaysia was opened in 1973 on Jalan Tunku Abdul Rahman. KFC has been franchising since 1952, with more than 5,200 restaurants in the U.S. and more than 15,000 units in 109 countries around the world. While in Malaysia, there are more than 500 KFC Restaurants nationwide and still counting. KFC is famous for its Original Recipe fried chicken, which is made with the secret blend of 11 herbs and spices. Great tasting chicken has become synonymous with KFC. In fact, KFC Malaysia has developed a distinctive Malaysian personality of its own.

Outlet : 445 outlets in Malaysia

Strength : KFC was the first chain to enter fast food industry just before McDonald’s with the “secret recipe” initial home replacement strategy. Original Recipe fried chicken, which is made with the secret blend of 11 herbs and spices. Kentucky Nuggets is one of KFC's successes.

Product range : Kentucky Fried Chicken, Roasted Twister, Burgers (fish & chicken), side orders (Kentucky Nuggets, Cheesy Wedges, fun fries, Tangy coleslaw, Whipped potato & etc), desserts (egg tarts & jelly ice cream), kid’s meal, drinks 

6.1.3 Burger King

In December 1997, BURGER KING returns to Malaysia with a different management group that operates under a new franchisee i.e. Cosmo Restaurants Sdn. Bhd. The first restaurant was located at Overhead Bridge Sg. Buloh. It was officiated by our former Prime Minister i.e. Y.A.B Tun Dr. Mahathir Mohamad. There are currently, 3 franchise holders in Malaysia. The largest operating restaurant is managed by Cosmo Restaurants Sdn. Bhd. While outlets located in KLIA are under the management of Dewina Hosts Sdn. Bhd, outlets in Sabah are operated by another franchisee, Living Bread Sdn. Bhd. The current concept in BURGER KING caters for today’s customer requirement for the trendy, modern yet tranquil.

BURGER KING caters to customers who love great tasting burgers, their way.

Outlets : 22 outlets in Malaysia

Strength : Brand internationally founded on customers' preference for Burger King flame-grilled burgers and the company's commitment to quality, innovation and differentiation. Burger King serves a lot of burgers that is typically not available in other fast food restaurant. Some of the examples are, BK Mushroom Swiss which serves beef patty and topped with mushroom sautéed sauce, Grilled Chicken burger which is prepared by grilling the chicken patty and others. Most of the burgers prepared in Burger King are cooked by properly grilling them over fire.

Product Range : Burgers (beef, fish & chicken), side orders (onion rings, chicken tenders, fries & etc), treats (pie, sundae’s & ice creams), kid’s meal, drinks

6.2 Indirect Competitors  

6.2.1 Pizza Hut

  

Pizza Hut is the first pizza restaurant chain in Malaysia. KFC Holdings (Malaysia) Bhd, an associate of QSR Group, acquired control of Pizza Hut Malaysia in 1996. In 2002, Pizza Hut Malaysia was transformed from a local QSR company into an international operator with the acquisition of Pizza Hut Singapore. Featuring a delicious mix of nutritious Italian-American cuisine that includes the world's favourite pan pizza and other delectable dishes, Pizza Hut offers a cosy, friendly ambience in which to relax, unwind and have a great time with family or friends. Pizza Hut Malaysia's success has been due to imaginative and innovative thinking in continuously developing, marketing and promoting new pizza products with unique and distinctive flavor, taste, style and appeal. Consistent introductions of various products and promotions throughout the years have helped drive system wide sales and reinforced the chain's reputation for 'serving the best pizzas under one roof'.

Outlets : 210 outlets in Malaysia

Strength : First pizza restaurant chain in Malaysia, promoting new pizza products with unique and distinctive flavor, taste, style and appeal. “Serving the best pizzas under one roof”

Product range : Appetizers (Smoked Deli Wings, Cheese Baked Meatballs (Beef and chicken), Garlic Bread, Favourite Platter, French Fries, Salad, Soup & etc), sandwiches, Western favourite, Pasta, Rice (Grilled Chicken Baked rice, Tempura Prawn Garlic rice), desserts (Chocolate Volcano, Single Sensation, Double Delight, Triple Pleasure). 

6.2.2 Kenny Rogers Roasters 

Kenny Rogers ROASTERS was originally set up by popular Country and Western singer, Kenny Rogers, and former Governor of the state of Kentucky, John Y Brown Jr., in 1991. Seeing an opportunity to provide healthy and delicious food in a restaurant environment, Kenny Rogers ROASTERS opened its first restaurant in Coral Spring, Florida in August of 1991. Berjaya Roasters (M) Sdn. Bhd. is the franchise holder for Kenny Rogers ROASTERS ("KRR") in Malaysia. The company is a wholly owned subsidiary of Berjaya Group Berhad and was incorporated in 1994. Kenny Rogers ROASTERS is a mid-casual dining restaurant with roast chicken as its main core item complemented by a rich variety of hot and cold side dishes. This is made up of Kenny's famous home-made muffins, jacket potatoes, vegetable salads, pasta, soups, desserts and beverages served in a friendly and comfortable environment.

Outlets : 77 outlets in Malaysia

Strength : To promote healthy offerings, Less Fat. Less Salt. Less Calories.

Product range : Salad (Roaster chicken salad, Caeser salad, round-up platter & etc), Sandwiches (Sunshine sandwiches toast, classic chicken sandwich, Rockie’s bowl & etc), Kenny’s Chicken Meals, Kenny Home-made muffins, desserts (chocolate oasis, muffin submarine, jelly sundae & etc).

6.2.3 Popeyes Louisiana Kitchen  

 Popeyes story began in 1972, when Al Copeland opened a quick-service restaurant called “Chicken on the run.” The restaurant served traditional mild fried chicken to the folks in the small New Orleans suburb of Arabi. Popeyes opened its 500th restaurant, putting the brand on equal footing with national competitors. In a nationwide taste test, Popeyes beat Church’s Chicken and KFC, “America’s Fried Chicken Champ – The Spicy taste That Can’t Be Beat.” Popeyes opened the first franchise in Malaysia at 2001. It continuously expanded the outlets in Malaysia. Popeyes would like to take this opportunity to bring the excitement of Louisiana to fellow Malaysians by satiating their taste with the spicy Louisiana taste in Malaysia. Popeyes also serves its famous signature Bonafide chicken marinated in Louisiana Seasonings, hand-battered and made fresh, in which patrons get to choose between Mild or Spicy.

Outlets : 9 outlets in Malaysia

Strength : A piece of Louisiana in every single meal! Their Popeyes menu items come with a special flare of Southern style preparation and cooking all their own.

Product range : Bonafide Chicken, Tenders (Fish Bites, Pepper nuggets), Chicken & Seafood combo, Sandwiches (Chicken & Fish), Louisiana Leaux, Family & Kids' Meals, Sides (Mashed potato, Cajun Fries, Coleslaw, Corn, Biscuits), Desserts, Beverage.