Different so western fast-food firms, such as McDonald’s,

Different from the U.

S.A. and most western countries, foreign fast-food industry had made a lot of change when they came to Taiwan. Most foreign firm adjusted their menu and meal size for the purpose of appealing to local consumers.

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For example, McDonald’s once supplied rice burgers to fit Taiwanese eating habits. On the other hand, Americans usually eat much more than Asians, so western fast-food firms, such as McDonald’s, K.F.C., and Burger Kings, reduced the size to cut down the cost. Since the first western fast-food firm, McDonald’s entered the Taiwanese market in 1984; the Taiwanese fast-food industry has changed out of all recognition.

In fact, western fast-food industry developed very well in Taiwan. According to Lu (2009), the annual revenue of foreign fast-food industries was 28.4 billion NTD in 2008, accounting a large proportion, 32.16%, of the whole restaurant business.

According to the Ministry of Economic Affairs (MOEA), the economic output of Taiwan’s food service sector, excluding institutional food service, is estimated at US$12.82 billion in 2015, a 2.7 percent increase from 2014. The history and development of the fast-food industry in Taiwan will be briefly introduced in the following paragraphs.

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