Note: Sample below may appear distorted but all corresponding word document files contain proper formattingExcerpt from Term Paper:
" A study asked the public which attributes were the most important for a fast-food chain; among the respondents, cleanliness ranked first, followed by the wish to have hot food actually served hot. "The idea that fast food should be juicy (not dried out) placed eleventh on the list" (Gershman, 1990, p. 176). According to this author, Wendy's took two of its product attributes, hot and juicy, and based their entire marketing campaign around that central theme. These commercials fueled the company's success for years, but Clara Peller's "Where's the beef?" was only popular "for about a minute"; because there was no central theme line, sales began to decline for Wendy's and have never fully recovered from that time. As a result, "Advertising isn't enough any more. For at least ten years, fast food has been a battleground for market share, and that market is becoming increasingly segmented" (Gershman, p. 176). Amid the "burger wars" that prevail today, there have been some trends emerge that are discussed further below.
Current and Future Trends.
Based on the foregoing and the growing body of research to date, there are three clearly discernible trends taking place as a result of the explosive growth in the American fast food industry that will have far-reaching but largely unknown implications for the future:
1) "McDonalidizaton." The process of McDonalidization, according to author George Ritzer, is spreading capitalist business forms around the world. In his book, Fast Food Nation, Eric Schlosser describes the impact of the fast-food industry on life in the United States and what happened in the American fast-food business in the 1970s. According to Schlosser, "by eating like Americans, people all over the world are beginning to look more like Americans" (p. 240). The argument has also been advanced that no country that has a McDonald's restaurant has ever attacked another country with a McDonald's, but time will only tell if this pattern holds true in an increasingly turbulent world.
2) Fast Food's Impact on Health. In his essay, "Big Food Fight," John Berlau (2002) reports that "a movement of trial lawyers and public-health activists are marshaling the strategies used against tobacco to go after fast-food restaurants and food processors that sell 'fatty' food, candy, soft drinks and other consumables deemed politically incorrect" (p. 12). This author points out that the industry leader, McDonald's, has stated on its Web site that: "For both quality and safety, McDonald's has been a leader in setting and strictly enforcing high standards -- often exceeding those established by industry and government"; however, he also emphasizes that "Some of the same legal tactics, by which I mean both legislative and litigative, which worked so well against big tobacco could also work well against the issue of obesity" (p. 12).
The recent documentary by Morgan Spurlock, "Super Size Me," added further fuel to the fire as well; this movie involved the author's eating nothing but McDonald's menu items for an entire month. According to McCaslin, "The main attraction of 'Super Size Me' is watching Spurlock put on weight while he gorges on nothing but McDonald's food for a month. But eating 90 meals in a row at the same restaurant is no more realistic than so-called reality shows like 'Average Joe'" (p. A09). The reason for this criticism relates to the manner in which Spurlock approached the concept from the outset and McCaslin points out that "you can get fat eating Brussels sprouts, too," and the issue relates more to calorie consumption and exercise than to whether food is classified as "fast" or not: "Just ask Don Gorske. He's in the Guinness Book of Records for eating 19,000 Big Macs. Gorske is 6 feet tall, 180 pounds, and his cholesterol is a healthy 155" (McCaslin, p. A09).
3) Focus on Service. Finally, there has been a fundamental shift in the increasingly competitive fast food industry to a focus on quantifying and controlling the previously indefinable: "With a shift in fast food from emphasis on preparing a customer's order in the back to serving the customer in the restaurant's front area, the greatest concern today is how to control, define, and measure service" (Talwar, p. 98).
The research showed that the last half century has been the "golden era" for the "Golden Arches." The fast food industry has experienced such enormous growth that there is probably not a person alive in the world today who has not at least heard of McDonald's, and growth in this industry is expected to continue well into the 21st century. How the trends identified above will play out in an increasingly violent world remains to be seen, but the fact remains that the process of McDonaldization continues to spread the inexorable forces of capitalism and standardized food products around the world and it seems that just about everyone is eating it even if they are protesting it as soon as they are finished with their burgers and fries.
Berlau, J. (July 15, 2002). Big Food Fight: When Big Tobacco Was Taken Down by a Rash of Lawsuits, Consumers Were Assured That Other 'Bad' Products Wouldn't Be Targeted, but the Fast-Food Industry Appears to Be Next. Insight on the News, 18(25), 12.
Gershman, M. (1990). Getting it right the second time: How American ingenuity transformed forty-nine marketing failures into some of our most successful products. Reading, MA: Addison Wesley.
Krueger, A.B. (1991). Ownership, Agency, and Wages: An Examination of Franchising in the Fast Food Industry. Quarterly Journal of Business and Economics, 106(1), 75.
McCaslin, J. (March 23, 2004). Pass the Ketchup. The Washington Times, A09.
Newman, K.S. (Fall 1995). Dead-End Jobs: A Way Out. Brookings Review,…[continue]
"Fast Food Industry From The" (2005, February 08) Retrieved December 9, 2016, from http://www.paperdue.com/essay/fast-food-industry-from-the-61687
"Fast Food Industry From The" 08 February 2005. Web.9 December. 2016. <http://www.paperdue.com/essay/fast-food-industry-from-the-61687>
"Fast Food Industry From The", 08 February 2005, Accessed.9 December. 2016, http://www.paperdue.com/essay/fast-food-industry-from-the-61687
Fast Food on Our Nation The Dangers of Fast Food The dangers of fast food have been a much discussed topic in recent years. Although fast food is convenient and inexpensive, we as a society need to stop eating fast food because it increases health problems, impacts the environment, and has created a food economy dominated by giant corporations. The dictionary defines fast food as food "that is prepared in quantity
Fast Food Industry In recent times, the fast food industry has grown by leaps and bounds. Today, one can confidently say that the industry, whose background is relatively modest, has in a big way affected the way of life in America. In this text, I concern myself with the impact the fast food industry has had on both the health of the American society and the environment. I also give a
"While a handful of workers manage to rise up the corporate ladder, the vast majority lack full-time employment, receive no benefits, learn few skills" (Schlosser 6). The companies actually receive tax credits for hiring low-income workers although "in 1996 an investigation by the U.S. Department of Labor concluded that 92% of these workers would have been hired by the companies anyway" (Schlosser 72). "While the real value of the wages
Fast Food Business Advisory for Fast Food Business and Takeaway Here, we will give a brief intro on fast food business, explain what it is and its pros and cons. We will also look at some facts surrounding fast foods just to give an amateur reader the idea of the whole business. "The Fast Food is the type of food which is fast (in avail), more convenient and in many cases inexpensive."
Fast Food advertising has been allowed to profess anything, from the 'healthy quality' of their food to the food company's contribution to homeless kids. While fast food giants are quick to take any of their detractors to court for any erroneous allegations made by members of the public, it doesn't stop these same companies from committing libel themselves through their promotions. However, most fast food companies steer clear of making
However, as bad as the conditions may be working inside the restaurants, conditions in the meat-processing plants that provide the animal products used by the industry are far worse. Workers safety laws are ignored, and disease is prevalent. Schlosser reports a heart-rending tale of a young boy who died from E.coli bacteria after eating a tainted Jack-in-the-Box burger. It is difficult to track the source of an infection because
The Surgeon General produces estimates, such as the rising costs of healthcare due to obesity related illnesses. Congress issues law and regulation aimed at the safety and fairness in society. FDA has interests in the safety and protection of consumer products. Economist also issue reports, such as studying the Body Mass Index (BMI) and determining that obesity is caused by higher caloric intake, lower work activity, technological change reducing