The Changes In The Fast Food Restaurant Industry

Change is inevitable in any business enterprise, thus the fast food restaurant industry is no exception; therefore as an eatery in the fast food restaurant business, MacDonald’s finds it a necessity to adapt to the ever-changing trends, as well as, the tastes of the consumer in order to remain a relevant entity. Consequently, the newest trend experienced in the fast food industry is the movement toward healthier menu options because more of the American population is experiencing an increase in obesity, as well as, many resulting health issues that have an association with obesity. Subsequently, as the American population attempts to control their eating, they also express a desire for their favorite eateries to follow suit in offering healthier …show more content…
Additionally, MacDonald has intention to implement a plan to assist in obesity of children by restructuring their current promotion, inclusive of advertising, of the Happy Meal, which will now include their low fat or reduced milk product, water, or a juice as a beverage. In addition, they will promote the go-gurt, or a fruit such as a cutie for dessert, while utilizing packaging to communicate, as well as, generate excitement in children about healthy choices. Nevertheless, many of these changes reflect new legislation implemented by the Food and Drug Administration, in which new guidelines for restaurants, reflect recommendations for the reduced sodium levels, as well as trans- and saturated fats in foods, along with nutritional facts and calorie content reflected in menu …show more content…
As, trends change a restaurateur must view modes in which they can compete or they continue to lose clientele, in turn affecting profit margins. Consequently, the changes did not really reflect increases in customer volume, thus a conclusion that one might ponder is the prospect that fast food chain, inclusive of MacDonald’s does not necessarily attract the health conscious anyway. Thus, the forgone premise is the healthy individuals were never customers in the beginning. The target market this company chose were lower to medium income households desiring food they thought to be quality, as well as, convenient and fast were primary. However, the changing market trend caused a re-evaluation of the target audience to include the upper spectrum health conscious individuals. Hence, the objective was correct, but did not appeal to the new target audience, and as a result, this was a negative component, as well as,