Multinational Franchised Restaurants in Pakistan:An overview and analysis

Multinational franchise restaurants are common in the developedworld. The trend though late has started in Pakistan. Some majorchain restaurants were introduced during the nineties while otherslater. We have taken three major ones for our study. These are: KFC,McDonald and Pizza Hut. We developed hypotheses which have beentested through primary survey. It has been found that multinationalfranchised restaurants are clustered in localities having high to middleincome group. In terms of clientele almost 95% of the totalrespondents were from middle to upper income group. Therespondents consider multinational franchised restaurants morehygienic as compared to local ones. The quality of services was alsoconsidered better in comparison to local restaurants. Themultinational franchised restaurants were considered as a statussymbol the majority of the respondents.