A company uses a mission statement to explain its purpose for being in concise and straightforward terms. The information is generally short, either a single sentence or a short paragraph (Chen, 2021). A vision statement describes what a company desires to achieve in the long run. It depicts a vision of what the company will look like in the future and sets defined directions for the planning and executing corporate-level strategies (n.a., 2020).

After researching many companies in the food industry's mission and vision statement, I found that Dunkin' Donuts has a good mission and vision statement. Dunkin' Donuts' mission statement is to be the leading provider of a wide range of delicious beverages & baked products around the kingdom in a convenient, relaxed, friendly environment that ensures the highest level of quality product and best value for money. We provide guests with elegant service and an unforgettable experience to meet their expectations every visit (Dunkin' Donuts, n.d.). Dunkin' Donuts' vision statement is to be always the desired place for great coffee beverages and delicious complimentary donuts & bakery products to enjoy with family and friends (Dunkin' Donuts, n.d.). The mission statement isn't too long but still hits all the major points in their desired market. This mission statement talks about being the leading provider of this type of product, having the highest quality products, and how they want the guest to be treated. These are all the things it takes to run and be a successful business.

While I was looking at the food industry, I also found a bad example. KFC's mission and vision statement are to sell food in a fast, friendly environment that appeals to price-conscious, health-minded customers (n.a., 2020). For starters, the company needs to have a separate vision and mission statement. KFC's mission statement is not even specific to the type of food they serve. They say food when they could change it to food and make it better. An essential part of selling food is ensuring it is high quality so that customers want to return, yet KFC didn't mention their food quality. This mission and vision statement need some work to make them better.

Thoughts???