Ethnography

Matthew

Shu Jie

Chen Hao

Jeremy

Seri

Compare 3 chicken burger:

KFC Zinger

MCD Spicy

Burger King

Sight – mouth-watering

Smell – smells of fresh vegetables, mayonnaise

Taste – spicy and juicy chicken fillet, rich taste of the mayonnaise

Touch – rough crisp surface of the chicken fillet, sesame bun

Sound – crunchiness of the chicken fillet and vegetables

- a big chicken patty with a vegetables and mayonnaise spread, sand-witched between 2 sesame seed sprinkled buns.-Very overwhelming chicken smell.-Its spicy and the taste makes you ask for more-Very tender and juicy chicken-When bitten there will be a slight crunchy sound

Sight – As compared to the other 2 burger, it size is not comparable to its price. (Since it is most expensive)Smell – It has a crispy smellTaste – It has a very unique, rich tasteTouch – The chicken patty is soft and very tender

-SESAME SEED

-SOFT CHICKEN PATTY

-FRESH VEGETABLES SERVED

  KFC ZINGER MCD SPICY BK CHICKEN BURGER

TASTE FULL OF HERBS SPICY YET SUBTLE RICH TASTE

SIGHTATTRACTIVE

PACKAGINGBRIGHTER ATTRACTIVE

PACKAGINGENVIRONMENTALLY FRIENDLY

PACKAGING

SIGHT  HUGE CHICKEN PATTY RICH, FRESH LETTUCE GENEROUSLY FILLED WITH VEGES

TOUCHCRISPY CHICKEN

PATTY SOFT,TENDER CHICKEN PATTY SOFT YET JUICY BURGER

-The manager not as cooperative-It was crowded as usual-People of all types of ages-The queue was long as 2 counters were opened-Witness the urgency of the kitchen crew

-Difficulty in interviewing the public

-Unfriendly store manager

-Existence of store policy

-Public who refused to cooperate

  MCD KFC BK

Student 8 14 7

Working adults 12 12 5

Senior citizens 10 11 9

TOTAL SCORE 30 37 21

LEGENDS:

3-EXCELLENT

2-AVERAGE

1-POOR

SURVEY

05

10152025303540

Student Working adults Senior citizens TOTAL SCORE

MAJO

RITY

VOTE

MCD

KFC

BK

KFC – affordable, cheaper than McSpicy and BK Big Chicken

MCD- their favorite, more likely to choose the McSpicy meal

Burger King – They prefer Mushroom Swiss Burger

KFC - The ingredients KFC Zinger used (bun, single chicken fillet and vegetables only) are very little compare to BK Big Chicken, “not very Satisfying”

MCD - most would prefer something heavy during lunch eg)~big mac or chicken foldover and even mcspicy(upsized)

Burger King – They also prefer Mushroom Swiss Burger

KFC – “Doesn’t really care, only eat fast food once in awhile”

MCD - “would rather go for the healthier fillet O fish burger, less oil and fats compared to the rest”

Burger king – hardly any senior citizens found

MCD - UNDENIABLY RICH MAYONAISE TASTE WITH TENDER CHICKEN PATTY

-ZINGER -HUGE, CRISPY, FULL OF HERBS CHICKEN PATTY

-BURGER KING -GENEROUSLY FILLED WITH VEGETABLES

-ENVIRONMENTALLY FRIENDLY PACKAGING YET ATTRACTIVE

http://www.youtube.com/watch?v=j9VS9DkbOxw