Competition Among Fast Food Chains
MARKETING INFORMATION NEED FOR THE FAST FOOD INDUSTRY
To begin with, for the fast food industry around the world, the leading fast food chains; marketing information is wrapped around from convenience location, changing preference, quality of food, pricing of fast food, potential customers, age of the customers, menu selection and diversification and last of all ' superior service.
From marketing perspective, LOCATION for the fast food service to the potential customers is most important according to Maritz Marketing Research. The recent study showed the location has to be convenient. The analysis said that adults under the age of 65 prefer convenient location for their fast food. They need their service to be in “an arm distanced”, which means the convenient location helps customers save their time, traveling cost. For the fast food chain companies, locating the branches to reach customer becomes a positioning strategy.
CHANGING PREFRECE depended vastly on the fast food manus. For example we can mention about SALAD. Now salad was never considered as a part of fast food menu. But with the change of taste and preference, fast food chains like Windy, Taco Bell, and McDonald have introduced SALAD into their menus. This preference is not stopping only with salads. In 2002, McDonald’s introduced great tasting new products including premium salads, n salads plus menu; Chicken McNuggets made with white meat; Fish McDippers; Chicken Selects; and new breakfast offerings like the McGriddle sandwiches. Here as a fast food chain, McDonald did not have to introduce new dishes in their menus but with the impression and image in the market analysis, of increasing demand and chan...
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...ures can cause big disaster.
Going online is an advantage for fast food chains in this high competitive market. Through online service, international marketing objectives and goals can be achieved, with cost reduction. Still, there is some problem along with this advantage. Many times the content on the web page may be interpreted in a ways that was unintended.
Consumption habits are very important factors for international marketing strategy for fast food chains. Culture is also involved in here again, though these days’ customers are always looking forward to something new in the service and products. Then again, taste of customers is changing as they are transforming towards dining in if the image of fast food is not healthy. Health conscious customer are quick to abandon fast food, they find the fast food very harmful for lungs, heart and blood conditions.
Fast food restaurant chains are a popular and convenient choice for eating on the go in our modern society. There are certainly several positive aspects to fast food establishments, but are the potential health detriments and collective negative effects on society worth it? Or would it be better to support locally owned and operated restaurants? Here I will examine several facts pertaining to these restaurants, as well as explain why I personally believe we should not frequent these establishments, but rather support local restaurants.
Now, some will argue that it is not the fast food chain’s problem, that it is the customers’ problem for buying their food. But here is why they are wrong. Fast food restaurants have not made any positive changes, at least healthier ones and many people depend on something quick to go back to what they were doing, but they do not have the choice of getting something healthy because fast food restaurants do not have any healthy options. This makes the public think twice and actually end up picking something unhealthy because they do not have any other options to choose from. Moreover, fast food has also been proven to lead to heart diseases. This is due to the high cholesterol that fast food contains in their meals. By consuming a lot of cholesterol, plaque will start to build up in the walls of the arteries, which can narrow the blood flow in the coronary arteries and cause a heart attack if blood supply is completely cut off. Secondly, fast food is also the leading cause of obesity, which has become a natural problem in the fast food era. The reason why fast food leads to obesity is because their meals are high on fat and carbohydrates which add on a lot of calories. Obesity has also been linked to leading to other health problems like heart disease, diabetes, problems breathing and other serious health problems. Furthermore, fast food chains are also a critical problem because they are causing other serious health problems by adding other ingredients and additives to their food. Fast food chains are known for adding extra ingredients like sodium or an additive like trans-fat to make their food taste better. By increasing sodium intake, the individual could experience high blood pressure (hypertension), which can lead to heart attack, stroke and other health threatening diseases. On
McDonald’s Golden French Fries, KFC’s Tender Chicken, Subway’s Scrumptious Subs, Taco Bell’s Mouth-Watering Tacos, all of which and more Americans devour on a regular basis. Though food items such as Tacos and Hamburgers were introduced in the late 19th century- early 20th century, fast-food restaurants however did not come into existence till’ early 1920’s. The first fast-food chain was opened in 1921 in Wichita, Kansas. They opened up selling burgers, fries and cola all for a mere price of 5 cents. Fast-food restaurants however did not become popular until after World War 2, when America officially becomes a fast-food nation. White Castle’s founder Walter Anderson’s business model was to have limited amount of choices in immense volume at a low cost. On top of this, the new hamburger restaurants were to serve their customers at lightning quick speed. All of which that creates the business models of fast food franchises, all over the world today. On the other hand the McDonald brothers introduced the method of making food at a low production cost. Making the food the customer eat low quality but still be giving costumers mouths tastes of heaven. Millions of Americans everyday munch on fast-food; although a vast number of Americans detests the fast food industry argue it has led to obesity and frailty in America. On the other hand numerous Americans argue saying that the Fast-food chains have boosted the unstable American Economy and continues to produce jobs compared to many America corporations who outsource their jobs. This brings up the question, is the fast food industry a devil or angel to this fast food nation?
Fast food has changed the face of the world. Major chains like McDonalds span all over the world. Fast food chains are continuing to grow despite numerous facts of their unhealthiness. Fast food has been proven to be a dangerous food source, yet people continue to purchase it. The more people buy fast food the more it allows the big corporations to grow. People continue to eat fast food because there are no other convenient options.
Fast food is widely considered a hallmark of American culture, but has spread worldwide. In a society where everyone is always on the go, the fast food industry has persuaded people to give up quality in favor of artificially-enhanced taste and drive thru convenience. Experts often blame fast food for obesity and related health problems. By using advancing kitchen technology to move towards efficient large-scale production rather than increased quality, the fast food industry has created lower quality food, forced lower standards of taste, and has caused adverse health effects in it’s consumers.
For millions, fast food restaurants are the source of positive associations with birthday parties, play dates and accessible comfort food. For others, they represent a lifeline meal on a busy day, or the secret to quieting a cranky toddler on a long trip because hurrying residents of cities have no time to cook a healthy breakfast, lunch and dinner. Fast food presents even in the lives of people who are trying
...the eating culture the food cultural identities are diverting into fast food culture. It has introduced American taste of fast food among all the young generation of different parts of world. Media globalization has played a vital role in their emergence and establishment. It has basically “Americanized” food culture and traditions of many nations where they are running their franchise. It is a big cause and source of introducing and planting American norms, values and mores into other societies. Willingness of having McDonald’s meal is penetrated very deep inside youth. It vanish the trends of traditional hotels, dishes and art restaurants based upon cultural themes by setting people’s mind towards highly popular and widely accepted fast food. Basically it is a replica of Americans eating orders and fast food trends and an alternate to traditional food and eating.
Fast food restaurants are popular among the consumers nowadays. Many fast food restaurants are trying to serve the needs in the market as people seek for quick and convenient place to eat. Due to the fact that there are a huge amount of fast food chains available in the global market, fast food companies have to strive for success. Just by providing quick and convenient style of eating for the customers is not sufficient to stay competitive. This is why it is interesting to study and learn about a fast food company that stands out in such a competitive environment. What has KFC China been doing to become successful? What marketing strategies did they use to dominate the market? We shall find out in the following sections.
Fast food, as an industry, has received heavy criticism over the quality of the ingredients in its food. In addition to that, most fast food is perceived as unhealthy. There have been countless studies about what exactly is in fast food. It is assumed that there are no healthy options and that you will be forced to eat unhealthily if you choose to eat out. These articles provide evidence of health benefits from not eating fast food, as well as evidence of there being healthy options within the industry. As people become more health conscious, sales within the industry are likely to decline which is why it is imperative that franchises adapt and embrace this change in paradigm.
Whether it is marketing within franchised restaurants or major retail banks, marketing plays a large role in providing assistance for companies to reach goals such as high profit. Subway sandwiches, a world-wide franchised restaurant, uses marketing and marketing tools not only for increased sales but to create an image in the consumers mind. This essay will define and discuss positioning, as well as a case study on how the Subway franchise has positioned their product. As one cannot climb a mountain from the top, market segmentation and market targeting will be looked at in order for better understanding on positioning.
This proposal is aimed at conducting a research on the market potential for Fast Food Restaurants Services in India. It will be mainly focusing towards understanding the importance of various factors affecting the choice and the need of fast food outlets by Indian young consumers. Also, it aims to study the consumption pattern towards fast foods particularly with respect to the frequency of visits and choice of fast food outlets. It aims to study the impact of hygiene and nutritional value of fast foods on consumer purchase decisions. These services may provide an opportunity to develop a niche market. This proposal aims to study the feasibility and practicality of implementing this idea.
Before it can be gone into detail about how fast food companies are to blame for people over eating their food, it first must be proven that fast food is indeed the main problem causing today's obesity in America. It is known to many people how the number of fast food restaurants in America has increased tremendously over the past several decades, but it is difficult to calculate by how much due to the lack of historic statistics. Also, it is difficult whether or not to categorize certain restaurants as fast food. Although, a good way to get a feel on the growth of the fast food industry is to take a look at McDonald's, which has been America's most popular fast food chain for decades. In 1968 McDonald's open its 1,000th American restaurant. This number has increased to 13,800 restaurants in 2011 (McDonald’s 1), which really shows how much more fast food people are consuming compared to the past. Consider th...
First, fast food and home-cooked meals differ in the time. The people choose fast food because they do not have time to prepare a proper meal and it can be prepared very quickly. Jekanowski, Binkley, and Eales (2001) claimed that fast food outlets’ main sales point is convenience. The fast food companies open a lot of branches in the different area so that the customers just need a few minutes to buy a set of fast food even it is complete with a drink.
Fierce and growing competition – big fast food companies like Burger King and Kentucky Fried Chicken are constantly competing with McDonalds for customers and trying to take the spot as the top fast food chain.
Essentially, although fast foods are advantageous, they are associated with harmful health effects. Mainly, after consuming these products for a long time, its dangers start to become evident. Promotion of the fast foods through media, fast food outlets and in other avenues of advertisement has increased consumption of the same. As a result, there is need to sensitize people of the fast food harmful effects, as well as campaign for production of healthier foods. Consequently, fast food industry needs to make their products healthier, put warning labels on them and control their advertisement.