Executive Summary:
This paper reports on the Quick service restaurant industry, analysing the service relationships from the perspective of McDonald’s, Burger King, and Subway. The report highlights the different strategies and tactical executions each chain utilises in order to compete and create a unique appeal for their target audience. It became evident that each company had identified a set of values core to the business, and this forms the basis of how they handled their service relationships. It was also discovered that these relationships have significantly impacted the ongoing success of the chains, especially where significant changes were required to meet the changing demands of the market. The paper surmised that through continuous benchmarking, relationship development/management and ongoing analysis of the demands of the market, these key QSR companies create sustainable businesses capable of minimizing potential threats and maximizing on growth opportunities.
