Open Access Senior Thesis
Bachelor of Arts
Mark A. Costanzo
© 2012 Alex Leon Lichtenberg
The primary goal of this paper is to critically examine five of the top nine US fast food chains to look at their history and to determine what factors have lead to their massive success. The companies that will be analyzed include: McDonald's, Taco Bell, Kentucky Fried Chicken, Domino's Pizza, and Subway. Similarities and differences of these companies are compared and contrasted throughout the paper and clearly demonstrate how each company has managed to capture and maintain major market share in their respective food categories. Areas that are examined range from product quality to to business models to consumer psychology. A review of these companies reveals that there are specific success factors for each, and one overarching factor for all. Specific factors include, but are not limited to marketing technique, organizational structure and overall business concept. The one factor that seems critical to all is entering the market with an innovative and unique concept.
Lichtenberg, Alex Leon, "A Historical Review of Five of the Top Fast Food Restaurant Chains to Determine the Secrets of Their Success" (2012). CMC Senior Theses. 361.
Business Administration, Management, and Operations Commons, Food and Beverage Management Commons, Industrial and Organizational Psychology Commons, Industrial Organization Commons, Social Psychology Commons