This paper focuses on the recent changes encountered in the fast food industry. Fast food restaurants are slowly changing their marketing strategies in order to meet new consumer attitudes and behaviors. The recent environmental issues and obesity problems are worrying consumers and therefore, fast food organizations are feeling more concerned.
However, we can wonder whether the contradictory association of health food with fast food will attract more consumers and change their frequency of eating at "healthier fast food restaurants". McDonald's new idea has attracted a lot of people. This famous brand has clearly shown in its recent marketing strategies, its willingness to be greener and to propose healthier foods to its customers. The red color has been replaced by the green color on its logo, some sandwiches and the milk proposed by the brand are now organic and advertisements focus on a healthy range of products such as fruits and salads.
By taking all these facts into account, we propose two hypotheses in this study:
H1: Fast food restaurants that offer organic and healthier food see an increase in the number of customers.
H2: Fast food restaurants' image is improving because of their association with organic food.
[...] This has inflicted other damage to the reputation of the fast food giant. The negative publicity that has surrounded McDonald's and other fast food brands these recent years has motivated fast food retailers to improve their corporate image. According to Tilling and Harman (2009), “health has been a global trend for years and making fast food appear healthier is an important marketing strategy. Fast-foods brands should just be careful to ensure that their brand values are not compromised.” As a consequence, McDonald's has recently created healthier menu items and redesigned their outlets Mc Donald's: growing by being better than being bigger 1. [...]
[...] According to James Richardson (2004), gap notion that has been formed between the needs of the UK consumers and the offerings of the fast food retailers may not be entirely fulfilled.” Thus, the objective of this study will be to analyze the behaviors of UK consumers confronted with the introduction of healthier and greener foods in fast food restaurants, and to figure out whether this contradictory association is changing the corporate image of fast food restaurants, and especially McDonald's corporate image, in consumers' minds Literature review In this chapter, an overview of previous research and an analysis of the context will be presented Background and characteristics of the organic food market Organic food: definitions Organic foods production techniques originate from the alternative and traditional intensive farming and agricultural practices occurring in Europe and USA in the late 19th century. [...]
[...] non organic fast food restaurants The aim of this section is to compare the different marketing strategies that took two fast food chains and to highlight and analyse their financial results. KFC: a late move towards healthier and greener products KFC (Kentucky Fried Chicken) is another important fast food chain in UK, and is one of the main competitors of McDonald's. However, the fast food brand has decided to slowly go towards healthier products for its customers, compared to McDonald's. [...]
[...] The UK organic food market is now the third largest in Europe, after Germany and Italy; where fruits, vegetables and dairy products comprise the largest part of this market (See appended document and 5). In 2007, the UK organic market for foods and drinks has reached billion, which represents an increase of more than 20% since 2005. Moreover, statistics have shown that women between 30 and 45 years old who have children and who are environmentally conscious are the primary consumers of organic food. [...]
[...] The fast food chain's profit was almost £158 million in 2004 and reached £212 million last year, which represents an increase of more than 34% in 4 years. Concerning KFC, its profit evolution is much more stable. The fast food company has registered so far a small decrease of its profit in 4 years in 2005 and - in 2008). Conclusion and recommendations After such results, we can clearly link the strategies that both fast food companies took during these recent years. [...]
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