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Ethnographic Study - KFC & SUBWAY

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  • Collaboration in a space is taken as a tangent between the existing physical objects and their prospective influence on the behavior of people around them. This is the target of almost all consumer brands trying to conquer a share for themselves in the huge market. We have explored the possibilities of how design spaces and branding can do wonders to a consumer brand. The difference in branding or basically the difference in marketing strategy is the prime factor as to whether a brand wins or loses. While at the same time the difference in marketing strategy also means that the brand may target only a very specific group of customer. This opens up further scenarios of communication and activity for the brand. We were looking into this very basic behavior of consumer food giants who have a very different marketing strategy and caters to 2 completely different types of customer base.

  • Subway in spite of being a very big food giant across the globe, they fail to attract the kind of customer footfall as compared to other food giants like Kentucky Fried Chicken. Subway provides healthier food than KFC, they even provide the very unique customize your own sandwich option too. Still they are way behind KFC in terms of customer satisfaction, experience and most importantly customer base. This is something which is very unique in its behavior since Subway has everything that takes to make a brand successful including brand name and outlet networks, still we see them loosing heavily to other competitors like KFC. We wanted to find the underlying reason for the same.
  • In KFC things are different,people come here for an experience, like visiting a family restaurant. KFC doesn’t give people much options for single food items, they provide so much of meal packs that there is something for everyone. KFC makes the experience of having food at their place much more memorable.
    Typical Indian food is included in the KFC menu. Although Subway also provide Indian food items, KFC is much more prominent with their set of Indian food dishes.
    Time taken in making orders is also a big factor in choosing between food joints.
  • KFC promotes the concept of family restaurant while Subway is a more of a grab and go food joint. The interior space is designed the same way. KFC has spaces for individuals who want a quick grab at their meal, friends who have come for a birthday party and even for families who want a dinner outside their home.

    KFC provides a lot of food options starting from normal chicken pieces to completely Indian veg rice. To make things even more attractive they have included the concept of meal packs which include a set of food items sold together as a pack.

    KFC has a very attractive method of displaying their menu. The colors used in KFC menu are far livelier and eye catching. While in Subway the menu displays look far simpler and a bit boring.

    The customer in any shop comes from varied backgrounds. They don’t share a common background. This very fact is being exploited by KFC with their varied meal packs of different types. Ranging from very spicy to less spicy and not spicy at all, KFC has something for everyone.