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rket overseas as well.

Purposes and objectives of this project
The purpose of this project is to investigate how Fairwood Fast food can expand their market in Portsmouth. This project is focused on the future of Chinese restaurant in Portsmouth. The objects of this project are:
To critically review the academic literature about fast food and food consumption
To investigate people’s attitude about Chinese food.
To discover what would be the factors influencing people choose Chinese fast food restaurant.
To analyze the questionnaires to confirm whether there is an opportunity for Fairwood Fast food to expand their market in Portsmouth.
To conclude how Fairwood Fast food can expand their market in Portsmouth and give recommendations.

Chapter One: The role of fast food in food consumption
A large part of this chapter is to critically review literature towards fast-food restaurant and trend of food consumption. This chapter will investigate both fast food restaurants and food consumption through following stages:
What is Chinese Fast food Restaurant?
Introduction of Fairwood Fast food
Current situation of fast food market in Portsmouth
The future of Chinese fast food restaurants in Portsmouth

1.1 What is Chinese Fast food restaurant?

There are many different types of restaurant nowadays, such as casual dining restaurant, family style restaurant, fast food restaurant and fine dining restaurant. All of these restaurants are the results of the years of development in food industry. In the literature review, fast food restaurants was chosen as the target subject because their rapid development. As Chemelynski (2004) states that generally speaking, fast food restaurants are mainly selling limited lines of drinks and offering food items such as hamburger, fish, chicken, or roast beef sandwiches for their consumption either in the places near the restaurants or take home. Though the definition of fast food restaurant has already been explained clearly, Chinese fast food restaurant is not the same with traditional western fast food restaurants. A large difference between traditional western fast food restaurant and Chinese fast food restaurant would be Chinese Fast food restaurant mainly offer their customer with rice, soup and Chinese dishes, instead of fish, chicken or hamburger. Moreover, Chemelynski (2004) also indicates that fast food restaurants are always at an inexpensive price, suitable for different age of customer, and offering meal service as well as snack service. Customers order and pick up the food at the counter and seating is also available, but customers are not served. Though the main food that served by Chinese restaurant are different, the price for the food in Chinese restaurants are also reasonable, which regard all age of people as their target consumer. People in Chinese restaurant would buy food in counter, and collect food near the counter, which is similar to western fast food restaurant.

1.2 Introduction of Fairwood Fast-food
Fairwood fast food restaurant is one of the famous Chinese fast food restaurants in China, which has a history for nearly 40 years. As Fairwood (2011) indicates in their webpage that Fairwood fast food restaurant was first established in December 1972 in Hong Kong, and their first branch store was quickly opened five years later