I. Marketing Background A. Overview of the Industry One of the notable developments in the food industry is the proliferation of fast food chains in the Philippines. According to Manrique (2004), “If one were to take a short trip around the key areas of Metro Manila and the provinces, the odds of not passing by a single fast food branch is close to impossibility. In fact, of the total number of restaurants in the country, 80% belong to the fast food sub sector.” However, when tracing the history of the fast food industry, the actual term “fast food” can be found to have first appeared in the Philippines during the 1980s. It is explained that during this period, there were few family-dining outlets and variety was limited, with most catering to average income Filipinos. Since Filipinos who belonged to low income brackets could not afford eating at these restaurants, companies seized the opportunity and targeted this market, leading to the increase in fast food chains and thus the popularization of the term “fast food” (Manrique, 2004). A change in popular lifestyle has also contributed to the proliferation of fast food chains. In the late 1980s, many Filipinas stayed at home to take care of the family and provided home-cooked meals. However, lifestyle in the 21st century has shifted drastically and is becoming increasingly hectic. Furthermore, increasing prevalence of dual income or OFW dependant households have led to family meals at home becoming increasingly difficult, if not impossible, to prepare for. This has led to an increased patronization of fast food chains due to their quick service, convenience and reasonable price (Manrique, 2004). White-collar workers, regardless of age and marital status, have increased the dem... ... middle of paper ... ...oes on to note that fusion foods, as well as burger concept restaurants have enjoyed high popularity. However, there are other growing trends that will likely compete with the burger fast food market. Two trends identified in the article are restaurants that cook “homey” food, and convenience stores that sell meals ready to eat. Overall, a very clear market trend towards healthier food is prevalent. Diets, exercise programs and new restaurants have appeared in response, and many human interest sights have written articles observing this trend. Additionally, it seems that there is a willingness to pay more for food that is successfully branded as healthy. However, this does not guarantee success as the fast food burger market is already highly competitive, in addition to competing with other markets such as juice bars, ramen bars, and other fast food industries.
Fast food has infiltrated every nook and cranny of American society. Everywhere you turn you can see a fast food restaurant. An industry that modestly began with very few hot dog and hamburger vendors now has become a multi-international industry selling its products to paying customers. Fast food can be found anywhere imaginable. Fast food is now served at restaurants and drive-through, at stadiums, airports, schools all over the nation. Surprisingly fast food can even be found at hospital cafeterias. In the past, people in the United States used to eat healthier and prepared food with their families. Today, many young people prefer to eat fast food such as high fat hamburgers, French-fries, fried chicken, or pizza in fast
Fast food restaurants in America can be located on almost every street corner in almost every city. The enticing aroma of a burger and fries can be found at several locations in nearly every city, town, or suburb. According to Alaina Mcconnel, the 5 most popular fast food restaurants of 2011 are McDonalds, Subway, Starbucks, Wendy’s and Burger King (Mcconnell, A., & Bhasin, K., 2012). Fast food joints have a ruthless history of being fattening, greasy, and unhealthy with films like Super-Size me and Food Inc. giving the...
We can all agree that each of us have our own particular favorite fast food restaurant. The fast food industry has really opened up and added a variety of food that you can quickly grab on the go. This makes it hard for the average American to ignore, because everyone is looking for the quickest and simplest ways to get things done in this fast paced
From a study completed by Chicago-based Research International USA completed a study called “Fast Food Nation 2008. The panel consisted of 1,000 respondents of ages 16-65 who provided their inputs with an online survey which was conducted between March 13 through 2008. Which was based on results on fast food restaurants like McDonald’s, Burger King, and Wendy’s are gaining popularity even through the economic hardship and recession. Marketing strategy has become more of influence on kids and young American’s. As population grows and the demand increases of fast food restaurants are expanding their stores to capturing more consumers. Fast food chains are also willing to change their menus to continue to gain and retain repeating customers. With each generation that passes, brings fast food chains into more homes and continues impacting lives.
The New York Times bestseller Fast Food Nation: The Dark Side of the All-American Meal is one of the most riveting books to come out about fast food restaurants to date (Schlosser, 2004). Fast food consumption has become a way of life for many in the United States as well as many other countries in the world. The author Eric Schlosser an investigative reporter whose impeccable researching and bold interviewing captures the true essence of the immense impact that fast food restaurants are having in America (2004). Beginning with McDonald’s, the first fast food restaurant, which opened on April 15, 1955 in Des Plaines, Illinois to current trends of making fast food a global realization McDonald’s has paved the way for many fast food restaurants following the same basic ideal that is tasty foods served fast at a minimal cost (2011). Schlosser explains how fast food restaurants have gained substantial market share of the consumers; he also shows that by marketing to children and offering less unhealthful fare, that are purchased from mega-companies which are often camouflaged with added ingredients and cooked unhealthful ways, that these companies are indeed causing irreparable harm to our country (2004).
American pay more in fast food than one does on entrainment like movies, books, and music combined. In 1970, The United States spend around $6 billion on fast food and by the end of 2011 the amount was nearly doubled to $110 billion. Fast food is now found all over the places like hospitals, airports, and zoos. “What We Eat”, wrote by Eric Schlosser reflects on his research on the far-reaching effects of the American life. “What We Eat,” is a look into the rapid increase and popularity in fast food for the American people along with the physical and social consequence of the rapidly growth of the service economy.
Pothukuchi, Kameshwari. "Book Review of Fast Food Nation: The Dark Side of the All-American Meal(Eric Schlosser, New York: Houghton Mifflin, 2001." U-M Personal World Wide Web Server. Web. 19 May 2011. .
Over the last three decades, fast food has infiltrated every nook and cranny of American society and has become nothing less than a revolutionary force in American life. Fast food has gained a great popularity among different age groups in different parts of the globe, becoming a favorite delicacy of both adults and children.
Each individual in America has a goal he or she wants to accomplish. Whether it’s to purchase a new car or a huge home, it’s a goal wanted to be reached. However with the amount of fast food that Americans eat today, they will have a hard time accomplishing these goals because of the obesity or even disease they’ll have from the fast food. One major fast food that we like to eat while on the go is hamburgers. If it’s breakfast we grab a burger, if it’s lunch we grab a burger and even when it’s dinner we will grab a burger and might throw in some fires and a huge soda to go with it. Hamburgers are one of the leading causes of obesity and disease catching food.
In terms of competition the three closest competitors together only control approximately 6% of the market (2% each) while McDonald’s holds about 19% of the fast food burger market. Whereas, Jack in the Box and Burger King have remained cyclical in terms of their menus outward growth (both companies menus are comprised of mainly burgers and fried items, with little to no healthy alternatives). On the other Hand, Wendy’s and McDonald’s have embraced the value of healthier menu items whether out of necessity or to avoid potential litigation in the future.
Throughout the world fast food has made a tremendous impact on the marketing world and the people that are consuming the food. Marketing has been directed towards the children and adolescents throughout the world and has benefited but also harmed the fast food companies that are using these marketing techniques. The use of toys and catchy tunes attract these young people to want to buy the food from that company. But the examination of the healthiness of the food has also harmed the profit margin for these companies. Overall, the fast food industry has taken significant damage in the way that they currently run things from the way they market to the health concerns that is caused by the food.
American culture is changing dramatically. In some areas it’s a good thing, but in other areas, like our food culture, it can have negative affects. It is almost as if our eating habits are devolving, from a moral and traditional point of view. The great America, the land of the free and brave. The land of great things and being successful, “living the good life.” These attributes highlight some irony, especially in our food culture. Is the American food culture successful? Does it coincide with “good living”? What about fast and processed foods? These industries are flourishing today, making record sales all over the globe. People keep going back for more, time after time. Why? The answer is interestingly simple. Time, or in other words, efficiency. As people are so caught up in their jobs, schooling, sports, or whatever it may be, the fast/processed food industries are rapidly taking over the American food culture, giving people the choice of hot
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.
Even though that Filipinos would greatly prefer rice-meals as a primary staple it is never too late to introduce a new product to the market. The food industry is primarily fueled by tastes and fads. The culture of the Filipino is when they like the food that they eat, regardless of the price they will keep on buying the product. Until their marginal utility for the products completely depleted, this is why the food industry is really fueled by tastes and buying behaviors.
Trend towards a healthier lifestyle – as more people are beginning to transition to becoming healthier, the demand for McDonalds and various other fast food restaurants may slowly decrease as people opt for food with lower calories and fats.