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Fast Food Industry: The second most successful trade in Pakistan

Published on 23rd May, Edition 21, 2016


Fast food industry in Pakistan is the second largest market in Pakistan as it accounts for 27 percent of its value‐added production and 16 percent of the total employment in manufacturing sector. Pakistan holds the world’s eighth largest market when it comes to fast food and food related business.

Pakistan’s fast food sector is changing significantly with an inclined shift in life styles and traditional eating habits. Fast food restaurants are becoming increasingly popular in Pakistan, as is the case worldwide. Convenience of eating on the go, better accessibility and economical prices have contributed significantly to the growth of fast food restaurants in Pakistan especially restaurants representing the well-known international chains like McDonalds, KFC, Pizza Hut etc.

Fast food restaurants normally cater to food like burgers, pizzas, fried chicken, shawarmas, sandwiches, rolls and nuggets. Some of fast food restaurants in Pakistan only provide take away and home delivery service.

McDonald’s: McDonald’s is one of most popular fast food restaurants in the country with existence in almost all the major cities. It is well known for its great taste, excellent quality of service and economical prices. It is also the biggest fast food chain in the world.

KFC: Among the leading and oldest fast food restaurants in Pakistan, KFC is symbol of quality and taste. It has country-wide existence and great menu. It is also the second biggest fast food chain in the world.

Pizza Hut: Pizza Hut is the biggest pizza restaurant in Pakistan which is very popular for its great taste and attractive deals. It offers a great menu with variety of meals and excellent dining areas. It is also one of the biggest pizza chains in the world.

Hardee’s: Hardees is another popular fast food restaurant in Pakistan with good taste and great menu. It has existence in Karachi, Lahore, Islamabad, Faisalabad and Multan.

Domino’s Pizza: It is a leading pizza place in Pakistan with growing popularity. It has existence in Karachi, Lahore, Islamabad and Rawalpindi.

Burger King: Burger King is one of the leading and most popular fast food restaurants in the world. But it is relatively new in Pakistan. It has existence in Karachi, Lahore, Islamabad and Multan.

Fat Burger: Fat Burger is another popular yet new fast food restaurant in Pakistan. It has existence in Karachi, Lahore and Islamabad.


Battle of supremacy

Serving delicious and hygienic food in a relaxing environment made KFC everyone’s favorite. KFC has been constantly introducing new products and opening new restaurants for its customers. Apart from fulfilling and serving delicious, fresh and hygienic food KFC also plays a vital role in the economics development of Pakistan.

Initially KFC entered the market using market-skimming strategy. Their products were high price and targeted only upper class. Later they introduced packages which were affordable by many people.

McDonald’s Pakistan opened its doors in September 1998 at Lahore with a network of restaurants. McDonald’s Pakistan has an aggressive plan to expand in all other cities of Pakistan and is rapidly growing with the focus to provide friendly and quick service restaurant experience to their customers.

Millions of Pakistanis place their trust in McDonald’s every day to provide them with food of a very high standard as well as good service. McDonald’s is doing well in Pakistan and will continue to grow and add more stores in more cities in the future. In Pakistan McDonald’s is facing a tough competition by KFC. KFC and McDonald’s serve to dominate the fast food business in Pakistan.

Both fast food chains serve all their customers effectively, given the different categories and factors that determine the success of restaurants and fast food chains in Pakistan.

In terms of food, both fast food restaurants almost have the same varieties, certain differences can still be recognized. Both KFC and McDonald’s offer chicken and hamburger meals including snacks, desserts, and drinks.

KFC was offering a wide range of healthy side dishes, such as mashed potato, carrot muffin, and lotus fresh vegetable side dishes. KFC aims to uphold healthy eating and nutrition of their customers. Most of the new products of KFC, such as its lunch items, suit the tastes of the Pakistani. KFC has also been introducing new products in the market in a regular rate. The prices of food offered by both restaurants equally serve each other.

There are so many multinational companies running fast food restaurants in Pakistan. Most of the foreign chains have their headquarters in America, such as KFC. There is a new American chain in the country, named Hardees.

There is a South African chain named Nandos, and that, too, specializes in chicken dishes, with special trademark flavours of sauces, certainly with secret recipes.

International food chains are everywhere in our globalized world. Some may not contribute to the local economy; rather they would take out profit from the country.

Young people usually like to go to the modern-looking fast-food restaurants. It costs more than the local restaurants, and the food may not be better. But it is still worth it, well as long as the family can afford it.

Fast food chains are actually meant for a quick and cheap meal for busy people; and they are meant to be cheaper than ‘proper’ restaurants, but that’s not the case in Pakistan.

Lahore is becoming a hub for fast food restaurants. Recently there are restaurants like Fat Burger, Johnny Rockets, and Burger Hub etc. Apart from the new ones, the most visited restaurants in Lahore are McDonalds, KFC, Nandos, Hardees and Subway.

People of Pakistan are fond of eating and do appreciate any new thing, which is being introduced to them and that is one major reason for which various in fact all the international brands are willing to open their franchises in Pakistan and amongst them many of them have already made their outlets in the major cities of Pakistan.

McDonalds, KFC and Hardees are few of the renowned fast food chains which are running successfully in Pakistan.


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