Fast food(FF) is becoming part of our daily lifestyle possibly because of its convenience, reliability and cleanliness. As experts point out, the food is often considered high in calories, fat and cholesterol which does not mean that fast food is bad and at the same time doesn’t mean its healthy as well.
Over the last decade the issue of healthy diet has been uprising and today most middle aged people avoid fast food restaurants.
As the situation persists, the global fast food chains are worried about their sinking profit & survival in the market place. However what keeps them alive is probably the customer satisfaction achieved through market segmentation.
Having hearing it recently that fast food chains target mainly the youth; these restaurants are trying to promote their products in accordance with the youngsters’ requirements. A survey conducted in India suggested that most youngsters feel that fast food restaurants are’COOL and the best place to go out on a date.’ The reason for such a statement could be because these restaurants are considered premium rather than ordinary and their advertisements mainly targeting the youth.
The introduction of celebrities in promoting these global brands has revolutionised product advertising. For E.g. In England, the Beckhams are considered as a role model for any youngster. If David Beckham were to promote Burger King or McDonalds, then its for sure its sales will hike up.
In this connection, these fast food companies are promoting their products with the best role models available. The fierce competition between the major fast food chains is improving customer loyalty as the food is designed according to the target markets’ requirements.
But it’s yet to answer if it’s worth preferring Fast food? As peoples view differ, its difficult to analyse their opinions.
If I were to be asked about fast food chains, my answer would very well be.
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