• Journal of Community Nutrition
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• v.8 no.2
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• pp.96-101
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• 2006

This study compares brand equity of the fast food industry between Korea and the Philippines. This comparison is conducted by measuring a price premium that the college students in both countries would pay for hamburgers. Three popular fast food chains in each country, Lotteria, McDonalds', and Burger King in Korea and Jollibee, McDonalds', and Burger King in the Philippines, were chosen for the study. Utilizing a brand-based comparative approach, the findings of the study indicated that Burger King showed the highest brand equity for the premium brand image in both countries, whereas both local brands had a lower brand equity compared to international brands. The results of the study provide useful information for international and local brand managers that wish to establish strategies for a brand image, as well as to manage brand equity effectively. (J Community Nutrition 8(2): 96-101, 2006)

• The Korean Journal of Franchise Management
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• v.5 no.2
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• pp.51-67
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• 2014

Looking at the case of countries or companies, the success and failure can be found a certain repetitive 'Pattern'. In this paper, global franchise company factors determine the success or failure of the Burger King on the market dynamism perspective, and looked to discuss its implications. The success or failure of a company in a country like pattern of the growth and erosion and stagnation and decline, and the pursuit of sustainable growth through relentless improvement reactivated. Burger King has more to strengthen brand equity oriented by the world's best restaurant through the development of aggressive marketing activities in the global market to regain its former glory.

• East Asian Journal of Business Economics (EAJBE)
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• v.5 no.4
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• pp.39-49
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• 2017

Purpose - This study is to propose a creative idea for constant business growth and development by examining characteristics of business outcomes by phase, which are "growth" and "erosion and stagnation," respectively. Research design, data, methodology - It is necessary to identify an occurrence of crisis and its diffusion with a dynamic model in order to identify a success and failure of businesses in an organic way, not on a binary structure. The static perspective is to understand a crisis as a simply one-time event or as a linear causation. Thus, it has a limited understanding of the overall situation and has limits to investigating a foundational cause and developing long-term countermeasures. On the contrary, the dynamic perspective is to understand the crisis as circulation process of the overall system. Thus, it divides elements of the crisis as external and internal ones to understand it as the causal relationship of each element. Results - During the growth period of Burger King, the company promoted its brand very successfully with aggressive and creative marketing activities. However, due to the founder's disposal of management rights and the following changes in the management, the company had no choice but to lose focus on its business philosophy and brand management, and eventually it had to face the big crisis (resonance) which was delisting from the stock market because of the external threat; well-being trend. However, Burger King resumed lifting on the stock exchange by making great efforts to clearly identify the current issues and seek solutions. Under the spirit of "perseverance" and its slogan "Have it your way" the company is now going head to head with McDonald's in the North American region and emerging countries. Conclusions - Then, what is the most crucial factor in the success and failure of businesses? Answers may vary, however, as learned from the case study of Burger King, corporations should inspect the present and focus on developing a long-term strategy for the future and actively fulfill the actions. McDonald's may not be able to innovate by itself in the future as it may become routinized to the growth. There will be chances of winning if we change conditions of individuals or organizations to an organic system in terms of being creative. There is a hopeful message here that an individual or small business may have more advantages in the era of the idea and innovation.

• Journal of the Korea Convergence Society
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• v.10 no.11
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• pp.253-262
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• 2019

This study conducted an actual condition survey with users in order to examine the Graphic User Interface (GUI) design appearing in fast food Digital Information Display (DID). Selecting four restaurants with high sales in the hamburger industry in 2017, including Lotteria, McDonald's, Burger King, and Mom's Touch, based on this, this study investigated and analyzed GUI visual components appearing in DID, including layout, character, color, graphics, and videos based on this. As a result, this study could propose a design plan providing users with the layout that can be clearly and neatly divided, characters attracting attention with high readability, colors with high visibility, graphics attract interest, and videos with various contents, rather than a complex approach for efficient GUI design, analyzing the environmental factors of fast food restaurants.

• Journal of the Korean Society of Food Culture
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• v.26 no.2
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• pp.142-150
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• 2011

This study investigated and compared the brand personality of domestically run family restaurants with quick service restaurants. Information was elicited from respective patrons using self-administered questionnaires which asked questions on recognizable brand characteristic and attributes of each restaurant through image maps. Data from the self-administrated questionnaires were collected and analysed using comparative statistical analysis, including frequency, t-test, chi-square, factor analysis, reliability analysis and correspondence analysis. Overall, patrons identified 5 factors which they used to rank individual restaurants; sophistication, competence, likeableness, trendiness, and ruggedness. Overall results showed the family restaurants that scored highly on likeableness and trendiness were Outback and TGIF. Furthermore, Vips was the only family restaurants that scored highly in ruggedness. In relation to quick service restaurants, Lotteria scored highest for competence while McDonalds and Burger King scored best for sophistication. Limitations and future research directions are also discussed.

• Proceedings of the Culinary Society of Korean Academy Conference
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• 2006.08a
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• pp.115-134
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• 2006

This study was conducted during a period from July 4 to 30 to investigate the effect of restaurant environment upon customer's satisfaction and crowdedness awareness. Total 800sets of questionnaire were distributed among major food service corporations. They were 16 restaurants from McDonald, Burger King, Popeyes, KFC, Rits Carlton, Intercontinental, The Westin Chosun, Hilton, Merriot, Outback Steak House, Bennigans, VIPS, Pizza Hut Pul-hyanggi(Scent of grass), Nolboo Co.,, and Our Story, and received 50 see each to hand out to their customers. Out of total 800 sets of questionnaires, 592 sets (74.25% were retrieved and underwent a Multiple Regression Analysis. We found the following results from the study. First among each variable of restaurant environment that had a significant effect on the crowding, 'pTast service' and 'responsiveness to customer complaints' sooted a regression coefficient value 0.381 and 0.325 respectively. Second, among each restaurant environment factor that had a significant effect on crowding, 'quality of facility' sooted the highest regression coefficient value 0.423 with a standard error score 0.1074, fellowed by 'status of waiting', 'overall ambience' and 'service quality' in ascending order. Third, in the analysis of the effect of each environmental factor upon the satisfaction rate, 'status of waiting' showed the highest regression coefficient value 0.3821 with a standard error score 0.4565, followed by 'cleanliness', 'service quality' and 'conveniency', in ascending order.

• Culinary science and hospitality research
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• v.12 no.4 s.31
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• pp.63-79
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• 2006

This study was conducted to investigate the effect of restaurant environment upon customers' satisfaction and crowdedness awareness from July 4 to 30. Total 800 sets of questionnaire were distributed among major foodservice corporations including 16 restaurants from McDonald, Burger King, Popeyes, KFC, Ritz Carlton, Intercontinental, The Westin Chosun, Hilton, Merriot, Outback Steak House, Bennigans, VIPS, Pizza Hut, Pul-hyanggi(Scent of grass), Nolboo Co., and Our Story. They received 50 sets each to hand out to their customers. Out of total 800 sets of questionnaires, 592 sets (74.25%) were retrieved and underwent the Multiple Regression Analysis. We found the following results from the study. First, among each variable of restaurant environment that had a significant effect on crowdedness, "fast service" and "responsiveness to customer complaints" scored a regression coefficient value 0.381 and 0.325 respectively. Second, among each restaurant environment factor that had a significant effect on crowdedness, "quality of facilities" scored the highest regression coefficient value 0.423 with a standard error score 0.1074, followed by "condition of waiting", "overall ambience" and "service quality" in ascending order. Third, in the analysis of the effect of each environmental factor upon the satisfaction rate, "condition of waiting" showed the highest regression coefficient value 0.3821 with a standard error score 0.4565, followed by "cleanliness", "service quality" and "convenience', in ascending order.

• Korea Trade Review
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• v.44 no.6
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• pp.151-168
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• 2019

This study aims to investigate the determinants that can influence customer satisfaction and loyalty. Compared to some of the determinants that have been investigated by other scholars before, this study also includes a new approach to mobile food-ordering that has only appeared within the Chinese fast-food industry in recent years. It is very important to test if the convenience of mobile ordering services can influence customer satisfaction, as more and more customers are using mobile apps to order food, especially in the 4th Industrial Revolution Era. Research data mostly was collected from customers who visited one of five famous Western fast-food restaurants (KFC, McDonald's, Pizza Hut, Subway, and Burger King) in China. The results show that not only price, service quality, food quality, and the physical environment can significantly affect customer satisfaction but also the convenience of mobile ordering services, a new determinant accompanied by the fast development of IoT technology.

• Archives of design research
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• v.16 no.1
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• pp.169-180
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• 2003

Multinational brands have rapidly penetrated into the domestic dining business and their brands are increasingly recognized by Koreans. Considering fast-food as a kind of brand product, we attempt to investigate recognition of brands and association by images with the focus on visual identity. The economic value has been reevaluated with more attention on brand images and brand identity. The purpose of the current paper is to find out the meaning of brand association in the fast-food industry. Fast-food business has been rapidly increasing thanks to quick sonics, convenience, relatively low price, equalized quality of food and service. Most fast-food restaurants are run under franchised system. This helps enhance the recognition of brands among customers. We intend to see whether there is significant relationship between customers' preference of brands and brand images. We also aim to seek for their problems of identity in the merchandising process for brand colors. We hope to help develop Korean franchise industry by asking how association by visual Images such as colors and figures of such brands takes place.

• Archives of design research
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• v.17 no.1
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• pp.153-162
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• 2004

This paper focused on the effect of Kansei design on the web in branding as well as its influence factors. As a key of this research, it classified web users' Kansei into five categories; 1) functional Kansei, 2) sensoryKansei, 3) psychological Kansei, 4) relational Kansei and 5) cultural Kansei, and organized relevant factors. Online surveys were conducted on seven websites of the fast food brands in Korea (Lotteria, Mcdonald, BurgerKing, Popeyes, KFC, Pizza Hut, Domino's) which are targeting 463 male and females in 20s. As a result, an average of 58% responded that they had a positive Kansei experience and could enhanceits brand preference. Of the sensory Kansei, visual design factors were the one that gave the greatest effect on brand preference enhancement. Regarding the functional Kansei satisfaction, such as user convenience and access speed were also one of the most crucial variables for the whole Kansei satisfaction. Moreover, the preference enhancement brought not only a positive effect on its reliability but also its brand image and consumers' purchasing desire. Based on the survey results, the additional FGI (Focus Group Interview) had been conducted and determined \circled1 what kind of major Kansei that users wanted to have satisfied, \circled2 what type of design can give strong Kansei appeal to its users, and \circled3what design factors gave an effect on sensory emotion. In the course of this research, Itried to renew the awareness of the web importance as a major channel in non-mass interactive marketing, and suggest the effect and its possibility of emotional branding through Kansei design in the web as well as design principles of strategic Kansei design.