by Paul Lines

Created on: June 16, 2009   Last Updated: July 09, 2009

America is rightfully known as the birthplace of globalisation. Throughout most business sectors the US has been at the forefront of the drive to create an international presence, which includes the food and restaurant sector. However, the mode of this internationalisation process will determine the perception that people in other countries will have of the US industry sector as a whole. The concern is always whether that perception is positive or negative.

Using global perception as a focus, this short study focuses upon the globalisation of the US restaurant industry. In a global sense there is no doubt that McDonald's, KFC, Pizza Hut, Subway are amongst the most prominent US restaurant brands. All these names and many others are instantly recognisable as fast foods outlets in most countries throughout the world and, at the same time, intrinsically linked with the perception of the American food and restaurant industry.

In terms of statistics, the following is the global position and penetration of the four chains mentioned, according to their respective websites

1) McDonald - over 31,000 outlets in 118 countries serving 58 million people daily

2) KFC - More that 20,200 outlets in 109 countries serving 12 million people daily

3) Pizza-Hut - over 13,000 outlets in 97 countries (no customer details available)

4) Subway - Over 31,000 outlets in 90 countries (no customer details available)

In most cases these outlets are franchised. In terms of the customer, they can choose for from three meals methods, these being eat-it, take-away and drive-through facilities. The big question this global dominance raises is whether the proliferation of US originated fast food chains throughout the world is creating a negative image of America's restaurant industry and its culinary skills.

Fast food outlets have in recent years received a lot of criticism, particularly in relation to the potential health issues related to their food content. For example, scientific and other studies have suggested that many of the meals offered by these restaurants contain levels of cholesterol, fats and salts in quantities that reach or exceed the recommended daily intake. It is suggested that this is exacerbating the obesity rates that are proving to be a major health issue in many countries, particularly in the west. Furthermore, there have from time to time been concerns raised about the standards of hygiene and employment conditions within some of these outlets.

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