Customer: but why?

The United States has the biggest number of people in the world that are struggling with obesity. It refers to 30.6% of population. The fight against obesity should be now the most important health and civilisation challenge, but it is not. 

What is more, it is true that people today have not enough outdoor exercise, too often sit in front of TV or computer, but the problem of obesity is associated primarily with inappropriate food.

Most of us are aware of the consequences of being obese. The risk of heart disease, stroke and cancer is growing rapidly. So why do we eat junk food?

As shown in the majority of research (graph on the basis of American Dietetic Association) for people junk food is cheap, quickly and convenient. Compared to other food it is something that working people and ordinary people can go out and enjoy.

As we can see the reasons are very simple. I think the most important are the price, availability and let's face it - the taste. People are eating and will eat fast food even if they are frolics with health. Restaurants that are on the market just must to convince the clients, stand out from the competition. Eager people are already in this game.

N.B.

references:
http://content.moneyinstructor.com/2106/fastfoodmarket.html
http://smallbusiness.chron.com/fast-food-marketing-strategies-3408.html
http://zapytaj.onet.pl/Category/016,009/2,166701,Dlaczego_ludzie_siegaja_po_fast_foody.html
http://www.savelife.org.pl/dlaczego-nie-warto-jesc-fast-foodow.html

Fast Food Fact #1: Only 4 different Chicken Mc Nuggets® shapes exist!

Well, as businessinsider.com noticed, four different shapes of nuggets exist: bell, boot, ball, bone!

According to mc Donald®, the purpose is to help each restaurant achieving the brand’s “Gold Standard” by giving them a perfection sample …

-Sweet! That’s really kind Ronald! But why four shapes and not only one?

-To give worldwide employees more chances to reach that perfection my dear!

-Mmmmmh, wouldn’t it be a way to make people believe that nuggets are not industrial junk food but unique homemade fried chicken Ronald? Very smart indeed, but I really feel you’re trying to fool customers am I right?

-Shut up or I won’t give you any Happy Meal® toy naughty girl!

Bon appétit!

.B.E.

In-N-Out: Word of mouth to reach for the big league

When it comes to reaching for the consumers, In-N-Out is really not doing things like the other fast food chains. This family-owned business founded in 1948 by Harry Snyder and his wife Esther in Baldwin Park, California likes to keep things simple.

To stand up in such a competitive market, In-N-Out (INO) has been avoiding getting in the advertising battle against giants such as McDonald’s, Burger King or Taco Bell who spend millions every year on advertising campaigns (i.e. Taco Bell commercial during Super Bowl break last February). By focusing on a family value kind of business, INO has been triggering a very good feedback from its customers. And in a world of social media and over-communication, customer satisfaction is golden and word of mouth becomes the keystone of your business.

And the most wonderful thing about it is; it’s all about the quality of the product. They are making such a good burger that they don’t need to oversell it; satisfied customers are making all the work. Food critics for example are constantly praising the fast food chain for their fresh locally based products and their very welcoming staff.

Without endorsing anybody, INO ends up having an all bunch of celebrities talking about the famous Double-Double. From Bob Hope to Gordon Ramsay, all of them are contributing to build the positive brand image of the company. The latest even said that "In-N-Out burgers were extraordinary. I was so bad, I sat in the restaurant, had my double cheeseburger then minutes later I drove back round and got the same thing again to take away."

Keep it simple to stick to the old American way is the motto of INO. But simple doesn’t mean small: already located in 5 different states, they are thinking about expanding.

By following the same recipe of course!

G.H.

Industry: Fast Food Restaurants

The quick service restaurant industry has a significant value in the American economy. In both 2002 and 2007, the U.S. Census Bureau (2007) reported that quick service restaurants accounted for about 35% of all restaurant sales in the United States.

The picture above presents that on the fast food market in United State operate lot of companies and the competition is very high. Restaurants have to strive to encourage customers to choose them and not the others.

In general people love fast food because of the taste and reasonable prices. However, by such factors as rising food costs, economic recession and changing perceptions about health the fast food market is facing a lot of challenges. What is more, demand is driven by demographics, consumer tastes and personal income. In the United Stated where the fast food industry is highly competitive and mainly dominated by large companies the challenges are bigger. The profitability of individual companies depends on efficient operations and high volume sales. Large companies have advantages in purchasing, finance, and marketing. Smaller companies can compete effectively by offering superior food or service.

Negative publicity vs profits

Popular books such as Fast Food Nation and documentaries like Super Size Me have increased public awareness of the negative health consequences of fast food. Over the last decade there has been increased focus on the quality of food served. However, even after such publications the fast food market is doing well. Over the forecast period, fast food in the US is predicted to rise by a 3% to achieve US$237.1 billion in sales in 2017. With a 5% increase in total value sales in 2012, the largest growth rate since 2007, fast food experienced a good year.

In or out?

As as we showed Subway and Burger King are in the ranking of the biggest players in the U.S. But, the latest research shows that the most loved American fast food chain in the past 12 months was Subway and the most hated was a Burger King.

This fact confirms that the market is flexible, changeable and companies must do their best to keep loyal customers.

N.B

references:
http://zdrowie.gazeta.pl/Zdrowie/1,101460,11570145,Europejskie_fast_foody_szkodza_mniej_od_amerykanskich_.html
http://dziennikrolniczy.pl/w-ameryce-wiedza-co-to-znaczy-zdrowy-fast-food.html
http://www.listchallenges.com/pl/the-25-greatest-cult-fast-food-chains-in-america

About us: Nina's presentation

My name is Nina and I am polish student doing my exchange in France right now.

If I were a fast food item I would be: Chicken McNugget- soft, but not bland

Best memory in a fast food: My mother used to say that this food is unhealthy and that is why I didn't have lots of opportunities to eat there. So for me a happy meal from McDonald's was a very, very big deal. Although I'm not a big fan of McDonald's nowadays, I think that sometimes the food we ate growing up just taste better and occasionally I miss those tastes. Apparently, the magic is still there!

Our blog was created to present some fast food's brands strategy in the USA. At the very beginning some facts about fast food restaurants - we hope it will encourage you to keep visiting our blog:

1. McDonalds is the nations largest purchaser of beef, pork and potatoes.
2. Americans purchase an average of 3 fast food hamburgers each week
3. McDonald's sells more than 75 hamburgers every second
4. Taco Bell's taco salad has 52 grams of fat, which is more than 5 regular tacos put together

N.B.

About us: Béatrice's presentation

My name is Béatrice, and people call me Béa, Boyle, Joker, or Béatroce (“atroce” means awfull in French, some of my friends are tuff I know). I'm 75% Parisian and 25% from random unknown places in France you don’t ever want to go to.

 If I were a fast food item, I would be a Big Mac...

But not the perfect one on the picture, the real one with too many salad escaping from it: still with all the ingredients, but such a mess!

My best memory in a fast food? My grandfather, who lives in an unknown place in France you don’t ever want to go to, is -how could I say it properly?- VERY traditional: he sleeps in a castle, enjoys eating the food he grows or hunts himself, and almost collapsed 2 weeks ago when he read on a telegram that Charles de Gaulle was dead. 

Once, when I was 8 or 9, the two of us drove to a random family lunch in an unknown place in France you don’t ever want to go to.

 We got lost really bad in the middle of nowhere, so bad and during so long that I started to turn myself into Béatroce, as to say the most awfull and annoying kid on Earth: “Iiiiiiiiiiih,wheeeen do weeeee arriiiive? I wannaaaaa peeeeeeeee, you’re the woooooorst driveeeeeer eveeeeeeer, we wiiiiiiill never make it theeeeeeere, and I’m starviiiiiiing. Heeeeeeew, I’m really starviiiiiiing. I wannaaaaa eeeeeeaaat!!!!!”.

And suddently my grandpa parked the car at the most unexpected place ever he could go to: a Mc Donald!!

We actually did have lunch there and I couldn’t even tell you if he enjoyed it or not because I was too damn relieved and focused on my meal to notice anything else.

Now this story is part of the family legend and each time someone’s complaining about how traditional my grandfather is, he replies, kind of proud: “ Should I remind you that I went to Mc Donald once?” 

.B.E.

About us: Geoffroy's presentation

I'm Geoffroy but people call me Djof for some reason. I'm a dreamer with a pretty good sense of humor (Never say otherwise!).

If I were food? Well that's tough… I guess I would like to be a sushi: There is all different kind of me/ You can get as much me as you want without risking a heart attack/ If you order a lot of me, I come on little size boat. That's just freaking cool.

My best memory related to fast food is not hard to find. It was a year and a half ago, during my first stay in China. I literally fell in the cultural gap, especially the food habits over there. After a week of wandering around looking for open restaurants (chinese new year = EVERYTHING is closed) I was about to go mental and my body was about to collapse (literally). That's when I found a Mc Donald's. Out of nowhere. And let me tell you, for the first time in my life, I felt like home there. Every single bite was like a slice of heaven...

Because, at the end of the day, fast food can be many things but it's mostly comfort food. Whatever the reason!

G.H.

About us: Caroline's presentation

Hi Everyone!


My name is Caroline but my friend use to call me Blondie... I think that's because of my hair's color... I hope so!

If I were a fast food Item, I would like to be a Cheese burger. That's so good, strong with the steak and so sweet with the cheese. I think that's describe me quite well. 

My best memory in a fast food ? It is the day I was working on my exams at some Fast food (they have free wifi) and I ordered a cheese burger. Then the waiter told me "If you want your computer to be efficient it would be better to eat a big "MAC""

 ahah funny man if you read me thank you for this great moment!

C.L.