Acting, moving, or capable of moving quickly, swift, and accomplished in relatively little time: it is expeditious, which combines the senses of rapidity and efficiency. Furthermore, use of paper products and plastic wraps keeps labor costs down: pre-sliced cheese, packs of jellies and ketchup while getting the customer to do the work. A limited menu restricted to items with a short preparation time would make fast service possible and would also be useful in streamlining operations.

In 1998, restaurant receipts declined significantly over the previous year by 4.1%. This was expected given the poor performance of the Hong Kong economy in 1998 and the combined effects of the tourist slump, chicken flu in January 1998, and SARS from 2002 until today. The economic situation worsened abruptly from mid-March with the onset of the severe acute respiratory syndrome (SARS) outbreak, with inbound tourism and local consumer spending particularly hard hit (www.hongkong.org). Based on the news from yahoo.com, Hong Kong Financial Secretary Antony Leung said SARS affected tourism and local consumption, resulting in the revision of Hong Kong's GDP forecast for this year from 3% to 1.5%. "SARS has exerted pressure on the deflation front," he said. "As a result the CPI is now revised downwards from originally negative 1.5% to now negative 2.5%" (finance.yahoo.com).

Café de Coral Group is the largest publicly listed Chinese Fast Food restaurant group in the world with over 340 outlets in Asia Pacific region, locally in Hong Kong headquarters; Café de Coral is the market leader of the fast food sector for over three decades (www.cafedecoral.com). Thus, it can be seen Café de Coral Group is the most competitive rival of Fair fast food restaurant. Even though the food menu design of Fair fast food restaurant is outstanding, it is not difficult to observe and compare that the food menu design of Fair fast food restaurant and Café de Coral are quiet similar no matter either on styles, or recipes. Moreover, Fair fast food often launches the similar new products or menus after Café de Coral. Therefore, Fair fast food always gives the customers the images that it is a copycat; always copy the food recipe either from café de carol.

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. It is a way to analyze a company's or a department's position in the market in relation to its competitors. The goal is to identify all the major factors affecting competitiveness before constructing a business strategy. (Www.computerworld.com)

Fair's philosophy has always been to provide a wide range of good quality Chinese and Western cuisine at affordable prices in a bright, clean, and modern ambience. In order to ensure and enhance its competitiveness, fair continuously reviews, updates and improves the products it offers. To this end, fair constantly seeks to introduce new food products to its range in order to increase its variety, keep the interest of its customers, and thus build up their loyalty.

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