A rede KFC em Belo Horizonte (MG): uma leitura a partir da teoria dos circuitos da economia urbana

Abstract

The article discusses the implantation of the North American fast-food chain Kentucky Fried Chicken (KFC), specialized in the selling of fried chicken in buckets, in Belo Horizonte (MG). Simultaneously, it analyzes the development of Brazilian chains and establishments that mimic the concept of KFC, with the theory of the two circuits of the urban economy in underdeveloped countries proposed by Milton Santos (SANTOS, 1979) as a base. These establishments conform, in the city, the existence of “imitation” (linked to the lower circuit or upper marginal), which preceded the own existence of the “original” (representing the upper circuit). Thus, the territory reveals localizations and specializations, which differentiate by the grades of capital, technology and organization. In this dialectic relation, it was observed that national/regional franchise, local and filial KFC establishments co-exist, originating new compositions, depending on the socio-spatial context existent in the places and harboring overlays of social division, territory of the work and distinct agents, which act interdependently. The study was supported by semistructured interviews and field work performed in KFC units, Brazilian franchises and local establishments in the city of Belo Horizonte (MG).