Different from the U

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. 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.