1. Ethnography

2. Team Members Matthew Shu Jie Chen Hao Jeremy Seri

3. Central Idea Compare 3 chicken burger: KFC Zinger MCD Spicy Burger King

4. KFC Zinger Burger 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

5. MCD Spicy Burger - 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

6. BK Big Chicken Burger 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 smell Taste – It has a very unique, rich taste Touch – The chicken patty is soft and very tender

8. Differences SOFT YET JUICY BURGER SOFT,TENDER CHICKEN PATTY CRISPY CHICKEN PATTY TOUCH GENEROUSLY FILLED WITH VEGES RICH, FRESH LETTUCE HUGE CHICKEN PATTY SIGHT ENVIRONMENTALLY FRIENDLY PACKAGING BRIGHTER ATTRACTIVE PACKAGING ATTRACTIVE PACKAGING SIGHT RICH TASTE SPICY YET SUBTLE FULL OF HERBS TASTE BK CHICKEN BURGER MCD SPICY KFC ZINGER

9. -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 Site visit to MCD

10. Experiences Obtained -Difficulty in interviewing the public -Unfriendly store manager -Existence of store policy -Public who refused to cooperate

11. Survey 21 37 30 TOTAL SCORE 9 11 10 Senior citizens 5 12 12 Working adults 7 14 8 Student BK KFC MCD 1-POOR 2-AVERAGE 3-EXCELLENT LEGENDS:

12. Survey

13. Customer Opinions- Students 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

14. Customer Opinions - Working Adults 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

15. Customer Opinions - Senior Citizens 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

16. Conclusion - Ideal burger 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

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