In Pakistan fast food industry is growing year on year at a very fast rate due to innovation and the presence of multinational chains like (McDonald’s, KFC, and Subway). These multinational chains have set high levels of revenue generation by using market Led approach and by modifying their menus. In Pakistan, multinational chains are considerably more expensive, they usually are frequented because they are considered chic and somewhat glamorous and because they usually are much cleaner than local eateries. Due to such aspect there is a rapid increase in trend of fast food restaurants outlets in recent years. These are ‘satellite ‘shaped outlets which have a very little or no seating capacity formed in non-traditional places such as plazas, office buildings, airports. Etc. This is done to provide more convenience to the final consumer. There is nowadays not just in Pakistan but all over the world hectic jobs which people try to cover on daily routine and tend not to go to places to eat instead they call in urgency for food. Such scenarios also build the rate of growth of a product. In Pakistan, similar kind of situation has been developed over the past years and people are trying to save their job time as much as they can. Secondly an option has increased due to innovation of fast food in the category of eatables and it has become a taste for the consumers of all ages due to separate type of meals with different prices suitable for
Many consumers see multinational fast food restaurants as symbols of the wealth, progress and well-ordered openness of Western society and therefore become trendy attractions in many cities around Pakistan, particularly among younger people with more varied tastes.
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