1.0 Introduction
Euromotor International (2007) claimed that there is a constant growth in consumer food service industry due to changing lifestyles that encourage more eating out. Rising urbanization coupled with the busier and faster-paced lives was the main cause of the change in lifestyle. Besides that, the continued improvement in the standard of living of Malaysia also serves as a reason to further boost the performance of the industry.
Consumer food service industry is expected to grow constantly throughout the next few years, driven by various reasons. The enhanced economy, increasing tourist arrivals and the greater acceptance of non-traditional food will influence the growth of the industry. In addition, the national campaign “Visit Malaysia” and the expansion of the major shopping malls in klang valley offer more opportunities to the industry (Euromotor International, 2007 & Global Information, Inc, 2007).
2.0 Current Situation and Trends
Though the industry is expected to grow continuously; Euromotor International (2007) stated that outlet growth and transaction volume will fall due to the well penetration of outlet presence in Malaysia. Instead, trading up to more complicated meals will impact the performance of the industry the most.
It is believed that promotion, set menu, launch of new menu regularly will continue to raise sales volume in the industry. As an effect of globalization, consumers become more complicated and they are more open to exotic dishes from other part of the world hence provide opportunity for different cuisine to be served.
QSR Brands Sdn Bhd remains as the market leader in the industry with its 549 outlets which consist of KFC, Pizza Hut and Rasa Ayamas Brands. KFC was the ...