Compare, Contrast, Conclusion

Comparing and Contrasting

A big part of this research project is going back and looking through everything we've seen and observed to test and see the similarities and differences between the two countries and the two fast food restaurant. A lot of our initial thoughts and feelings toward branding of KFC and McDonald's were proven wrong so it is important to go back through and explain the differences.

USA vs China: Consistency

First and foremost, it is most important to note the outcome of the overall consistency of McDonald's and KFC in the US and in China. This was a major contributing factor into why we chose to do this research project.

Over all, we concluded that after looking at the McDonald's and the KFC's in the states, around Saginaw, Michigan specifically, the restaurants, uniforms, and over feel of the restaurant really had no consistency at all. The two McDonald's restaurants only somewhat shared a similarity in the way their exterior looked as well as how their interiors were both modern and updated looking. These two restaurants, however, still did not share much continuity of a consistent color theme or feel to it.

The two KFC's that we looked at really had no consistency what so ever. The food and the packaging were the only things that looked familiar and looked like they belonged to the same brand but the way the buildings looks, inside and out, as well as how the workers we dressed, really had no unity.

As soon as we got to China, all of the consistency issues seemed to disappear. Both KFC and McDonald's were so consistent and looked like they belonged to the same company. These two companies, however, did not look anything like the restaurants in the states but every McDonald's looked like every McDonald's and same went for KFC.

In China, the color schemes used inside all matched, the presented movie or character promotion were all the same across the board and all of the workers, at both locations and all locations, were dressed exactly the same. The way things were packaged, advertised, and sold was consistent and never seemed to change no matter what McDonald's or KFC you went to.

McDonald's workers uniforms at two different locations. Notice that they are completely different aside from the hats.

McDonald's employees in China all wearing the same uniforms although they are from different stores.

USA vs China: Food

Looking at food was probably one of the most interesting parts of this research project. We thought that McDonald's food would be very similar in both the states and in China, which is was, but we were not expecting to see such a difference in the food from KFC in the states and China.

Another huge shock was how much the food from KFC looked like food that you would get at McDonald's. KFC in the states is known for their fried chicken and their mashed potatoes where as in China, mashed potatoes are something to be sampled and the big buckets of fried chicken as not a common item to order. Chicken "burgers" are all the rage and fries with your Kentucky Fried Chicken burger is the way to go.

On left: Combo meal from US On Right: Combo meal from China. Notice the packaging of the burger is different but everything else, besides the drink size being significantly smaller, everything looks the same.

Comparing KFC China to McDonald’s America makes you do a double take. These two platters next to each other look almost identical in appearance minus the logos and the content of the “burgers”. This comparison in itself shows that there is really no consistency from one KFC to the next but does show that there is consistency in how KFC and McDonald’s in China present and offer their food.

Just some of the "odd" items that are sold at McDonald's and KFC in China. These are items we have never seen before and we feel that most other Americans have never seen or heard of either. These types of items seem to be regional items that are sold in China because they consistent with other Chinese cuisine (such as the Taro potato used for many desserts in China)

The size difference from US KFC mashed potatoes and China KFC potatoes is easy to see. In the US mashed potatoes are considered a side dish whereas in China they seem to be more of an afterthought or something you just get to sample. The KFC mashed potatoes in China seem to be more of a topping to be added to another dish rather than be a dish on its own.

Conclusion

This experience has taught us a lot about food, branding, and a different country and culture. Going into this, we thought that finding similarities and seeing that these fast food restaurants are consistent would be easy, we were wrong. We have learned that with a different country and different food interests, the food for the people changes and so does the way in which it is presented to the people. We have gained a lot of knowledge of how design can take all different shapes and variations depending of where you are and who your audience is.

This research project has given us a bit of a global view of what design can do and how branding can branch and change. This helps us, as designers, find that we too will be able to branch and adapt to our surrounding and clientele. We not only researched the consistency of McDonald's and KFC but we also further explored how diverse and vast the job of a designer can be. We could have dove even deeper into this study and gone to different countries which makes for an exciting possibility for further exploration and discovery of graphic design in the real world.

We found that China truly brands themselves much better and more consistently than the states does. There are very few differences from store to store and the overall experience at both McDonald's and KFC seem to be the same no matter where you go and you can expect the same quality and service everywhere you go. This study proved to be much more involved and shocking than previously thought but we are so happy with everything we found out and all that we learned from this experience.