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... done on these companies to understand factors that influence them. PESTEL AND 5 FORCES are considered while analysing external factors and internal analysis is done with the help of Strength and Weakness factors, value chain. After analysing all factors a comparison has been done on the strategies adopted by both the companies and recommendation is suggested for better future performance. From Strategy point of view we have tried to answer three questions. 1. In what environment companies are doing business and what principles they are following? 2. What are the company's capabilities? 3. Is there any strategic fit between business and capabilities? (Core competence) 2. External analysis External analysis can be divided into 2 sections consist of macro and micro- environment. 2.1 Macro Environment PEST analysis will be applied in this report for an in depth understanding of macro environment in fast food industry. 2.1.1 Political * UK's government stability encouraged business expansion in general although there ...