Fast Food in Malaysia

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Fast Food in Malaysia

The current value sales of Fast Food in Malaysia are increased by 14% in 2007. Fast food consumption is still mainly driven by the youth population. Dominant chicken fast food still registered dynamic current value growth of 17% in 2007. More services are offered in order to satisfy consumers and meet customers’ needs. QSR Brands Sdn Bhd with its KFC brand remained the largest fast food chain in Malaysia. Fast food is expected to post a CAGR of 7% in constant value terms over the forecast period

Malaysia is a young nation with children who greatly enjoy eating fast food. With higher disposable incomes, parents were more willingly and able to take their children to fast food outlets. As a result, fast food continued to grow positively over the review period, not only in terms of number of outlets, but also in terms of both value and volume growth.

Burger fast food was a very popular type of fast food in 2007, largely because of these players’ strong market presence and brand recognition. KFC is also one of the strong fast food chains, being a leader in the dominant chained chicken fast food. These leading players have invested heavily in various advertising and promotional campaigns.

In Malaysia, chained operators are commonly found in fast food. Independent fast food operators remained negligible in Malaysia at the end of the review period. This was mainly due to the established and active chained operators in the marketplace, which led to consumers only recognising these brands and not wanting to try other unbranded foods. In addition, the emergence of street stalls/kiosks has resulted in intense competition within the consumer foodservice market, which, in turn, meant that independent fast food operators remained negligible.

Within fast food, chained chicken fast food recorded a strong performance again in...