Deadly success of the fast food industry: An investigation into how fast food chains promote so-called healthier options.

Abstract

Fast food is having an increasing impact on people's health and the planet that we live in. Consumers of fast food products are often unaware of the nutritional value of the foods which can result in poor diet choices. The aim of this research project is to identify and examine healthy options being offered at fast food chains and the popularity of these options. The project purposes to determine if the fast food industry is sustainable and to explore the main effects of marketing and advertising carried out by the industry. In order to collect primary research a number of interviews were conducted with various managers of fast food chains. The key findings of the study are as follows; there is a current lack of demand for healthy options within the fast food industry, increased marketing by numerous chains is having a major influence on what consumers are choosing to eat and finally that sustainable practises are in place within fast food chains but the number of strategies being used needs to be developed. An increase in the range of healthy options available on menus and better promotion of these items could create a surge in demand for them. Consumers need to be made more aware of the nutritional content of the healthy options in order for them to make improved diet choices. In order for the fast food industry to lower the impact they have on the environment to a minimum more sustainable practises need to be implemented throughout fast food chains.