KFC vs. McDonald's: Which is More Popular in Africa?

When it comes to fast food in Africa, KFC and McDonald's are two of the most recognized names. However, KFC tends to be more popular across the continent. This article explores the reasons behind KFC's dominance, its expansion, and the challenges both chains face in the African market.

KFC's Early Entry and Expansion

KFC entered the African market earlier than McDonald's. According to KFC's official website, the chain is present in 24 African countries, including Madagascar. In many African cities, the presence of a KFC is often seen as a marker of urban development and modernity.

KFC: The Leader in Africa

KFC is the only fast food chain that has successfully developed a franchise model across the African continent. The first KFC in Africa opened in South Africa, and in 2021, the chain celebrated its 50th anniversary in the country. Today, KFC operates over 1,300 franchise outlets in 25 African countries, serving 20 million customers monthly.

In 2021, South Africa and Egypt were among KFC's top 25 global markets, ranking 12th and 25th respectively. Despite being the largest fast food chain in Africa, KFC's sales in sub-Saharan Africa contribute only 4% to Yum! Brands' global sales, similar to the Middle East and North Africa region.

Julien Garcier, head of Sagaci Research in Nairobi, Kenya, stated, "KFC is the only franchise model that has been tested and successfully developed across the African continent."

KFC's Influence vs. McDonald's and Burger King

Since 2016, the "KFC Index" has been used more frequently than the "Big Mac Index" to compare the cost of living in Africa. This reflects KFC's greater influence compared to McDonald's and Burger King in the region.

McDonald's Limited Presence

McDonald's has a much smaller footprint in Africa, with locations in only four countries: South Africa, Morocco, Egypt, and Tunisia. The limited presence is primarily due to supply chain challenges and economic factors.

Challenges in the African Fast Food Industry

Local sourcing is crucial for success in the fast food industry. Ensuring affordable prices for consumers is a significant challenge. In Africa, a meal at a fast food restaurant typically costs around 2-3 euros (approximately 60-90 TWD).

Nolo Thobejane, who took over the sub-Saharan region (excluding South Africa) earlier this year, stated, "Working in so many countries requires resilience to adhere to different legislative and market rules." Maintaining consistent service standards is a daily challenge, especially in sourcing local chicken and potatoes.

Julien Garcier of Sagaci Research further explained, "KFC's large orders and year-round stable quality requirements make local sourcing complex. However, it is essential for ensuring affordable prices for consumers."

Despite KFC's competitive pricing and adaptation to local conditions, it remains too expensive for many people. In many countries, only a small portion of the middle class can afford it.

Recent Developments

In August, KFC opened its 22nd outlet in Morocco, creating 50 direct and indirect jobs. The new outlet, covering 250 square meters, required an investment of 6 million DH (approximately 17 million TWD). KFC emphasized offering a new premium menu at low prices and promoting the use of locally sourced products, especially chicken, to encourage 100% Made in Morocco.

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