KFC is one of the most popular and successful fast-food franchises in Pakistan.

It has established itself as

an iconic brand in the country, offering a wide range of fast food items including chicken, burgers, wraps,
and snacks. KFC has been serving Pakistani customers since 1997 and has become an integral part of the
local food culture. This essay aims to compare and contrast the customer experience at KFC Pakistan,
focusing on key aspects such as ambiance, food quality, pricing, service, and location.
Ambiance
Ambiance plays a vital role in shaping the overall dining experience. KFC Pakistan typically maintains a
casual and family-friendly ambiance with comfortable seating arrangements and aesthetic interiors. The
outlets are usually clean and well-maintained, enhancing the dining atmosphere. However, during peak
hours the customers have witnessed cleanliness issues. “The serving try wasn’t clean properly while
serving the order in rush hours”, Sania (A member of the Facebook Group SWOTS’) shared his review.
On the other hand, customers have given reviews on seating arrangement as there isn’t enough space to
serve more customers for dine-in. Customer complaints that KFC restaurant environments are not
hygienic and that staff exhibit bad attitudes during working hours collectively represent a major problem
for the company’s future.
Food Quality
Moreover, if we talk about Food quality, it is arguably the most critical factor in determining a customer's
satisfaction. KFC Pakistan maintains consistent food quality standards they claim. According to them,
their chicken is crispy and flavorful, and the menu offers a variety of options, including international
favorites like the Original Recipe chicken. In contrast to this, Food quality gets compromised during rush
hours according to reviews of customers. In the Facebook group, one of the regular clients of KFC stated
that “I ordered Crispy chicken and burger in my Friday break, as there are more orders and its peak hour
in break time, KFC delivered me undercooked chicken and that chicken wasn’t crispy”. Food and service
quality are the main factors that influence customer satisfaction. Moreover, the ambiance of facilities also
has an impact on customer satisfaction (Shiza, 2023). According to Saman and Ali, KFC identifies the
actual customer desire in terms of taste as it’s a go-to-go meal, especially for their Zinger and Fried
Chicken. Their objective of food quality is to fulfill the satisfaction of customers toward the services that
are given and they are filling at their best. Usman rated KFC 5/5 as quality is never compromised.
Similarly. Sunshine786 said, the atmosphere is upbeat and can get a little chaotic since it's a kid-friendly
place. The food and service is unmatchable. The hygiene is taken care of really well. I highly recommend
this place to hungry chicken lovers.
Pricing
Uzair reviewed that KFC provides high service quality at affordable prices if we compared it with other
burger brands which also results in higher customer satisfaction as mostly every time it is full. In terms of
food quality, Aisha loves KFC as it provides fresh and tasty food and has multiple variety of menus so
that we can choose what to eat.
Service:
According to Trip Advisor, KFC Pakistan serves the best quality chicken. The objective of service quality
is to fulfill the satisfaction of customers toward the services that are given. In addition, the staff must
serve customers with kindness and show a good attitude in interacting with the customers. Previous
research has stated that the quality of services provided has an influence on customers. Thus, if high
service quality is given, the result will be higher customer satisfaction. Suggested a benefit quality
demonstration for eateries in Islamic nations. Their demonstration comprises eight measurements:
common physical environment, quality, holding up time, staff, handle, Islamic-related skill, and halal
quality. Jaini, Ahmad, and Zaib (2015) examined the components that influence the benefit quality of
fast-food eateries, considering the relationship between client encounters and adding quality. They
utilized three fundamental measurements to determine the whole quantity of eateries, benefit quality &
and nourishment quality.
Location:
KFC has established a widespread presence in Pakistan. According to review it.pk the locations of KFC
restaurants in Pakistan are strategically placed in major cities and urban centers across the country. You
can find KFC outlets in bustling metropolises like Karachi, Lahore, Islamabad, and Rawalpindi, as well as
in other prominent cities and towns. According to BestReviews.pk these restaurants are often situated in
prime commercial areas, shopping malls, and busy streets, making them easily accessible to a diverse
range of customers. KFC's presence in Pakistan reflects the brand's commitment to providing its signature
fried chicken and delicious menu items to a wide audience, while also contributing to the vibrant dining
culture of the country.
In conclusion, KFC Pakistan, despite its popularity and widespread presence, faces challenges in
maintaining consistent food quality and cleanliness during peak hours. While it offers a family-friendly
ambiance, affordable pricing, and strategically located outlets, there is room for improvement in
addressing customer concerns related to service quality. Despite these challenges, KFC Pakistan remains
an iconic fast-food brand, deeply ingrained in the local food culture, and continues to attract a loyal
customer base.