Nowadays, I see many fast food restaurants in Hanoi such as Burger King and Baskin Robbins. For people like me from developed countries, a fast food restaurant has been a business which provides cheap and quick food.
However, as living in Vietnam, I can see that that their brand images have changed here. Each burger costs about 5 USD at the Burger King in Vietnam, which seems same price for most of the Burger King restaurants in Japan. However, what would happen if people here can buy great street food with 2 USD? This is what is exactly happening here in Vietnam.
Fast food restaurants such as Burger King have started to expand their chains throughout the world;however, they are no longer recognized as cheap restaurants in such developing countries where people get cheper food easily. Instead, they are more recognized as expensive Western restaurants.
Brand is a business`s valuable asset, which requires long time to be built up;therefore those fast food businesses need more time and efforts if they want to keep their original brand images:cheap and quick restaurants.
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