Feasibility Study of E-Marketing Strategy on Fast Food Industry

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Global Studies

US Market

McDonalds

McDonalds International sells gift certificates online.  They also have games and introduce one to country sites.  Though McDonalds has been known to standardise its processes globally (in food handling), it has not really devoted much efforts to e-marketing. 

Burger King

The online marketing strategy of Burger King is only catered to kids, albeit still limited in applications.  They have the following:

·        Downloadables – desktop screens and screen savers

·        Toys (games)

·        Promotions (Win something – need to fill in form)

·        Rewards

The Burger King site has no international divisions- no country sites.  It doesn’t attempt to acquire members through online registration etc.  nor does it cater to its most popular segment – the teens.

Pizza Hut

Pizza Hut was the only fastfood chain that has got ordering online – both internationally as well as the Singapore site, although the latter is not in operation yet.  You also need to register online to join promotions.  They got their menu and like McDonalds, they also offer gift certificates.

Taiwan Market

In Taiwan, it seems that its food advertising business is getting relatively more attention as they are quite active in putting up advertisements, particularly banner advertisements.  In fact, the top FMCG/Fast Food advertiser is Kentucky.