FAST FOOD IN A CHINESE PROVINCIAL CITY: A …

FAST FOOD IN A CHINESE PROVINCIAL CITY: A COMPARATIVE ANALYSIS

A Thesis by

HAIYING ZHU

Submitted to the Office of Graduate Studies of Texas A&M University

in partial fulfillment of the requirements for the degree of MASTER OF ARTS

May 2005

Major Subject: Anthropology

FAST FOOD IN A CHINESE PROVINCIAL CITY: A COMPARATIVE ANALYSIS

A Thesis by

HAIYING ZHU

Submitted to Texas A&M University in partial fulfillment of the requirements

for the degree of

MASTER OF ARTS

Approved as to style and content by

_____________________________ Norbert Dannhaeuser (Chair of Committee)

_____________________________ Cynthia Werner (Member)

_____________________________ Jon Alston (Member)

_____________________________ David L. Carlson

(Head of Department)

May 2005 Major Subject: Anthropology

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ABSTRACT

Fast Food in a Chinese Provincial City: A Comparative Analysis. (May 2005) Haiying Zhu, B.A., Nanjing University Chair of Advisory Committee: Dr. Norbert Dannhaeuser

More than a decade ago American fast food entered the Chinese market. Since then the number of fast food and organized chain restaurants in China has multiplied. Chinese consumers, especially those who live in large urban areas, have accepted Western-style fast food restaurants that serve French fries and other popular dishes as a way of life. Inspired by the success of the symbolism of McDonald's and KFC, many Chinese restaurants have tried to use traditional Chinese culture to lure customers into what is advertised as indigenous, modern fast food outlets. Recently some Chinese fast food entrepreneurs have successfully developed local versions of the Western fast food system. Based on my three months' ethnographic research in Huai'an, I address the competitive situation between American fast food restaurants and local Chinese restaurants by examining service, price, management, food, and customer expectations. Specifically, this case analysis includes one of the largest American fast food chains and one of the largest Chinese fast food restaurant chains. The data are based on participant observation, informal and formal interviews, a sample survey, and historical documents.

The study finds that in Huai'an, one local Chinese fast food restaurant, after improving d?cor, hygiene and service, has experienced increasing success in the local

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market. I show that the globalization process has experienced two types of localization in Huai'an. First, Western chains have striven to adapt to the consumers in Huai'an, by insisting on a high degree of local ownership and by modestly tailoring their products to local taste. Second, the mere presence of these Western chains has encouraged Chinese entrepreneurs to develop decidedly local versions of modern fast food enterprises.

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ACKNOWLEDGEMENTS

I would like to extend my sincerest thanks to Dr. Norbert Dannhaeuser, my thesis advisor, for his reassuring encouragement, heart-warming assistance, and inspiring suggestions throughout all stages of this work.

Sincerest thanks also would be extended to my thesis committee members: Dr. Cynthia Werner and Dr. Jon Alston for their enthusiastic support, ardent help, insightful instructions, and zealous encouragement in completing my thesis. Without their efforts, it would have been impossible for me to complete this work. It is actually impossible for me to express my gratitude adequately with my seemingly limited vocabulary.

Finally, I am grateful for the support, encouragement, and patience of my close friends and family.

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