1.0 Problem statement

Fast food has played a very important role since decades ago in the food and beverages industries where everyone has now treated fast foods as part of their lives. As we all know, there are many fast foods in the whole world such as the very famous McDonald’s, KFC, A&W, Wendy’s, Marrybrown so on and so forth. They have been playing their part very well in serving fast foods with good quality with fine services. But what is the most important point that makes them work so well until now is their commercials, promotions, brand images, points that related to advertising. That is the upmost feature that makes them so successful.

Brand image is the key towards getting famous and make people come and eat their food. McDonald’s and KFC have been working very hard in doing all kinds of propaganda, promotions, and commercials to convince people to come and eat their food. That is the main reason they are so famous not just providing good food in a reasonable price. Some other fast food restaurants’ also provide good food in good price such as Popeyes Louisiana Kitchen but they are not as famous as McDonald’s and KFC. Why is it so? It’s because of not doing enough propaganda, promotions, and creating a good brand image.

Popeyes Lousiana Kitchen had existed since 1972 in Baton Rouge, Louisiana. It started off in Malaysia at the year of 2009 with seven branches over one year. But there are not much people know about Popeyes Louisiana Kitchen although their food is very delicious with all their unique featuring menus. They have the similar menu from KFC which both also selling fried chickens with different recipe but still its good compare to it. People only get to know Popeyes Louisiana Kitchen through word of mouth where they heard from friends and family or maybe food bloggers.

1.1 Issue

• Without any propaganda over the year since starting off in Malaysia at the year of 2009.
• There’s no good brand image over the years comparing to McDonald’s and KFC
• The outlet location is all focus in one area which is in the Petaling Jaya, Damansara area.
• There are only seven franchises in Malaysia which they did not target on people in other states.
• Not many promotions on food menu are being introduced throughout the year.
• Brand Image is not strong enough compare to the other competitors