Consumer Profile Urban Society Creates

Consumer Profile

Urban society creates different living styles determined by its individuals. Subway and healthy fast food establishments represent an alternative to the fattening food. Eating on the run represents for the most active people the habitual way of eating and the sales in the fast food industry increasing about 5% per year (the Globalist, 2005). According to a market research on www.vizu.com,41% of 222 respondents say that healthy fast food establishments are not enough and that "people even claim that they would be willing to pay more for a healthier hamburger and fries fast food option. Specifically 65% of 1174 respondents to date say that they would pay at least 10% more and 48% say that would pay 25% more.." Having the well-known story of Jared Fogle as a real fact, Subway restaurants are dedicated to people who decided to take control of their weight, eating right. Jared Fogle inspired other people and made them to follow his exemple. Healthy fast foods restaurants consumers' are people from different geographical areas all over the world: there is Subway chain with 29327 restaurants covering a part of healthy food needs in 86 countries (www.subway.com),from urban area (Subway restaurants and other healthy fast food chains are in the main cities of the countries). Based on www.vizu.commarketing research, the main consumer's category of healthy fast food is represented by people between 25 and 54 years old (from 4512 respondents): 11,1% visit more than 7 times a week a healthy fast food restaurant, 11,1% visit 4-6 times a week, 44,4% visit 2-3 times a week, 22,2% visit once a week, 11,1% declare that they never visit a healthy fast food restaurant. Not married people between 25 and 54 years old prefer to eat in healthy fast food restaurant at least once a week (83,3%, according to the same source: (www.vizu.com).Families with minimum two members interviewed on vizu web poll prefer to visit the healthy fast food restaurants, while 25% of singles never visit it. Income is another demographic parameter that influences the consumer. Healthy fast food is not as cheep as the traditional fast food.

Obesity and other diseases related to a chaotic lifestyle begin to be the strongest argument for choosing a healthy diet. People begin to learn how to manage their lives based on healthy decisions. The healthy fast food consumer wants to be healthier, to look better, to lose weight or to maintain its weight eating regular, without starvation. Officially, two-thirds of American adults are overweight. Fast-food industry is the main factor. The hardest problem seems to be the adapting healthy menus in a fast-food restaurant.

According to a poll on www.vizu.comabout what drives the food decisions, from 2251 respondents, the consumers desires a nutritional quality of the food (39,7%), a good taste (21,7%), 8,2% buy the foods that make ends meet, 8,5% eat what's convenient, being pressed for time.

List of customer needs, desires and wants nutritional facts: the balanced content of proteins, fat and carbohydrates taste of the food: it is important to enjoy eating the food.

A low content in fat and sodium. The low fat and sodium food can reduce the weight. A model for this type of diet is that developed by Jared Fogle at Subway restaurant. The power of this example made possible sliming without devastating effects for the body.

A fresh ingredients in their food, like vegetables and salad.

People need to be encouraged by the healthy fast food restaurants to choose their menus according to their nutritional needs, proposing them low calories alternatives.

Consumer needs more healthy items in the fast food restaurants. The main fast food chains respond to consumer demand and increase healthy choices. But not only food it's important when somebody choose a healthy menu. Subway advise their consumers to "drink non-calorie beverages like water and diet soda instead of regular soda and fruit drinks. Regular sodas and fruit drinks only provide short-term energy and are not filling." (www.subway.com).

Many people want to loose weight, but don't have enough time to practice sport regular and eat slow food. For them, healthy fast food establishments are an alternative. Loosing weight without a reason for a healthy life is not a long-term option because an unbalanced eating can cause as much health problems as obesity. Subway restaurants proposed on the web site www.subway.com:"Weight Management Essentials," where clients can find a solution to a disorganized lifestyle.