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in 1977. Moreover, Fairwood expanded very rapidly and they already have total of 52 restaurants today, which are severing more than 100,000 customers daily. The speed of expansion may suggest that Fairwood is capable for expanding its market overseas. Just same as most of the fast food restaurant, Fairwood fast food design their menu around four time segments, which are breakfast, lunch, afternoon tea and dinner. The food they offer in these four periods would be different in their price and taste due to people’s different spending and eating habits. Moreover, unlike other western fast food restaurants, Fairwood fast food restaurant mainly serve people with a wide range of Chinese food, and their menu would be changed frequently with “seasonal favorites”. Furthermore, although Fairwood fast food is a Chinese fast food restaurant, in order to enhance their attractiveness, they also enrich their menu by offering people western dishes which have been carefully redesign to suit for the local people’s tastes (Fairwood, 2011). Fairwood (2011) also regards itself as a company that advance with times for the purpose of enhance and ensure its competitiveness. Fairwood fast food constantly develops new products, which can keep the interest of its customers and build up its brand loyalty.

1.3 Current situation of fast food market in the UK

The definition of fast food market is the sales of drinks and food for immediate consumption either inside the restaurant or in the designated eating zones (Dateminitor, 2010). Since the fast food industry has been developing rapidly, the numbers of fast food restaurants at the present time is increasing with an incredible speed. In the meantime, the competition between fast food is becoming keener and keener. According to Millstone and Lang (2008) that the global fast food market has been spread by three big fast food corporations - McDonald’s, Burger King and Subway which are representing fast food and the effect on people’s eating habits. As McDonald’s (2011) states in their website that McDonald’s is the largest fast food restaurant chain in the world, they also have nearly 1200 fast food restaurants existing in different places of UK. Moreover, according to Burger King (2011), there are more than 11500 Burger King fast food restaurants opening in 72 countries and nearly 1400 opening in UK while Subway (2011) also indicates in their webpage that by the end of 2010, there are already 1513 Subway fast food restaurant opening in UK and Ireland.
Because of the trade liberalization and the removal of other policies, the barriers between the import and export of manufactured food product are becoming less and less, food from different countries become increasingly available in the world (David & Debra, 2009). People nowadays may be able to have food from other countries more easily than before, and due to the less and less of the barriers, people have more chances to have Chinese food which makes Chinese food more and more popular.

1.4 The future of Chinese fast food restaurants in Portsmouth

With the long time development of food industry, food industry at the present time has already been in a mature period. People nowadays are care about less on the price of food and more on the standard of food because the consumption on food only occupies a small part of people’s daily consumption. As Harvey et al. (2004) states that f