M.Sc. (Geography) / Republiek Voedsel (Edms) Bpk. was established in 1981 with the purpose of owning and operating KFC restaurants in South Africa and today successfully operates 40 KFC restaurants in Gauteng, the Free State, Northern Cape and North-West Province. This study endeavoured to create a model that could be used as an instrument to ensure that all possible variables influencing the selection of a site were considered when deciding where to build a KFC restaurant. The creation and use of an analogue data base containing the market variables, operational requirements and financial performance of all the Company's restaurants were fundamental to the success of the model. In general, the model should enable the researcher to identify under-utilized as well as non-utilized markets. Shortcomings in respect of existing restaurants and missed opportunities in the market area would be identified and exploited for the benefit of the market population and KFC/Republiek Voedsel. The specific purpose of this study was to test the validity of the proposed site selection model in the town of Edenvale, where the existing KFC is more than 10 years old. The market population characteristics, trade zone borders, market competition and traffic generators, all factors that influence the purchase pattern of the existing KFC customer base, were determined through a sample study.

As a cornerstone of American identity, the American Dream serves as a hegemonic ideology rooted in myth. This myth centers on an ardent belief in equity despite the existence of systemic racial and economic exclusions, which includes inconsistent access to healthy food resulting in the hunger-obesity paradox. Because fast food plays a leading role in generating this paradox where an individual can be both hungry and obese, this thesis analyzes the 2015 Kentucky Fried Chicken advertising campaign to identify how the campaign perpetuates Dream discourse and understand how that discourse contributes to the hunger-obesity paradox. With the Colonel anchored at the heart of this campaign, the analysis found that he embodies the Dream and acts as a megaphone for Dream discourse. And ultimately, because Dream discourse overlooks and even admonishes low-income people and people of color, the people who most often face hunger and obesity, it contributes to the paradox.

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