A strategic analysis of leading local fast food players in Hong Kong


Café de Coral


            [1]This is a Chinese version of McDonald’s.  The menu’s are posted in n the walls in Chinese and English. Making it easier for the tourist to understand and to see what the place has to offer. There’s a good variety of food choices, fast service and plenty of seating spaces. It is a cozy place to spend your breakfast, lunch and dinner.  As you pay the cashier, you are then line up at the food service counter with your receipt for your order.  Prices are good, affordable and worth it.


            [2]Cafe de Coral is the biggest Chinese fast food chain in Hong Kong with over 100 restaurants.  Hong Kong is a busy place, every people around the place was fairly busy and for such people around the place you need a fairly fast, accessible and reliable food restaurant, which is pretty upscale.  You wouldn’t have guessed that it was a fast food chain from the exterior if you hadn’t seen it for yourself.


            Cafe de Coral features the varied cuisine of a sit-down Hong Kong cafe with the speed, price, and convenience of fast food.  It’s a pretty interesting dichotomy, especially considering the number of people who pass through during the very busy lunch hour.


            [3]Café de Coral is the largest publicly listed Chinese Fast Food restaurant group in the world with over 330 outlets in Asia Pacific region, and over 200 quick service restaurants in North America. Among a total of over 540 outlets, over 120 outlets and 75 outlets are operated under the household name of Café de Coral. The principle business of the Group is the development and management of quick service restaurants chain. It’s locally in Hong Kong headquarter, Café de Coral is the market leader of the fast food sector for over three decades.


            Café de Coral’s menu is specially designed to meet the tastes and budgets of customers, with over 100 items on their menu list on any one day, and is rotated to maintain regularly variety of choices. Standard menus range from traditional western cuisine to Chinese dishes. New products and seasonal products for each time segment will be introduced frequently.


Fairwood


            The first Fairwood fast food restaurant was established in December 1972 in Chung on Street, Tsuen Wan. The second restaurant was opened five years later in 1977 in Fuk Wing Street, Sham Shui Po.


            In 1981 a major restructuring exercise was undertaken to pave the way for the rapid expansion ahead. Fairwood Fast Food Limited was established under which fast food all the activities were placed. At the same time, it decided to establish a central food processing facility to ensure quality and consistence of food to maintain close control of costs.


            Fairwood since then expanded rapidly growing from 8 restaurants to a total of 52 in 1991, serving over 100,000 customers daily. Marked another milestone this year and in October for Fairwood, Fairwood made an initial public offering of Its shares in the Stock Exchange of Hong Kong.


            Fairwood principal activities are principally engaged in operating a chain of fast food restaurants in Hong Kong and the Mainland China under the name of “Fairwood Fast Food.”


            Fairwood’s fast food restaurants market mainly serves Chinese food. Its menu is changed frequently with seasonal favorites. Despite Its Chinese predominance, Fairwood’s menu is enriched by the adoption of Western dishes that have been carefully redesigned to suit local tastes in order to enhance Its attractiveness.


            Fairwood’s philosophy has always been to provide a wide range of good quality Chinese and Western cuisine at affordable prices in a bright, clean and modern ambience. Its menus are designed around four time segments, namely Breakfast, Lunch, Afternoon Tea and Dinner. Products Offered in Each segment are different and are priced differently return to taking into account the eating and spending habits of its customers. Several of the menu items allow a choice of sauces and side dishes. The menu is reviewed and changed, where deemed necessary, on a weekly basis. Active verb rotate items twice a week.


            In addition, menus are changed seasonally. Typically, dishes that are able to hold their temperature longer, as VisualCron hotpot and clay pot rice, are served in the winter months in addition to those items that are served all year round. Most seasonal specialties are presented in specially designed utensils to their appeals and thus enhance their perceived value to the customers. A variety of drinks and soup, as VisualCron Red Bean Freeze, Borscht and Chinese Vegetable Soup, and are offered each restaurant in conjunction with the food products. In order to ensure and enhance its competitiveness, Fairwood Continuously reviews, updates and improves the products it offers. To this end, Fairwood constantly seeks to Introduce new food products to Its range in order to increase Its variety, keep the interest of Its customers and thus build up their loyalty. Its Throughout history, Fairwood has been innovative in Both the development and presentation of Its fast food products. Fairwood was the first fast food chain in Hong Kong to Introduce instantly brewed coffee and the use of olive oil. It was also the first fast food chain to launch a bundle of its products in the form of set lunch and set dinner to the mass public of Hong Kong.


Maxim


            [4]For a taste of the dim sum scene, Maxim’s Restaurant will be a good option. However, avoid it on weekends unless you’re prepared to wait for over an hour at the reception with tickets and a number board– it’s that crowded!


            For the authentic Cantonese dim sum experience, order from the push cart/trolleys here. It’s a matter of spontaneity and being quick to spot a dish you want. Just signal or call out to the staff pushing the trolley and give them your little card to be stamped as they give you your dish. The bill is tallied based on the stamps on your card at the end.


            [5]There’s no better place in Central for dim sum with a view than this enormously popular restaurant, located on the second floor of City Hall with good harbor views (don’t confuse it with the pricier Maxim’s Restaurant a floor lower). It’s a lively, noisy, humungous place, with dim sum still offered from trolleys, plus an English menu with photos and prices. It doesn’t get much easier than this, though you’d be wise to avoid the lunchtime crunch.


[1]  http://www.geckogo.com/Dining/Hong-Kong-SAR/Kowloon/Cafe-de-Coral/


[2] http://www.brandeating.com/2010/05/asia-trip-cafe-de-coral-hong-kong.html


[3] http://mouthwatering-food.blogspot.com/2009/11/cafe-de-coral-hong-kong.html


[4] http://www.virtualtourist.com/travel/Asia/Hong_Kong/Restaurants-Hong_Kong-Maxims_Restaurant-BR-1.html


[5] http://www.frommers.com/destinations/hongkong/D74193.html



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