Millennial Fast Food Trends: Affect on the Fast Food Industry
Fast Casual Eateries, Millennials and the Evolution in the Fast Food Industry in America
When we think of fast food restaurants, we think of fried fries, burgers, fried rooster, sugary pastries and calorie-laden soft drinks. This phenomenon has been the case in America for a very long time with fast food franchises for instance McDonald’s, Wendy’s, Burger Full and White Castle owning the market. However , over the past 20 years, fast food in America has slowly changed from greasy chips and burgers at McDonald’s to deli sandwiches and milkshakes at Panera Bakery or Chipotle. This sensation is known as the rise of the ‘fast casual’ restaurants which offer the casual dining connection with healthy, organic meals made with produce that is sourced locally but served at the rate and convenience that one would experience at a fast food cafe. This trend points to any fast-food industry that is changing and becoming healthier while nevertheless maintaining the convenience and the reasonably low price point that manufactured fast food restaurants so productive in the first place. This essay will show evidence on how the fast-food in America is changing by becoming healthier, exotic, custom-made, ethical and ambient as well as the role that fast everyday restaurants and Millennials are generally playing in driving this kind of change.
The largest driver of this shift in the fast food industry is the greater health consciousness of Americans.www.urgentessay.net According to Miller (182), the organic and natural food movement which was established in the 1960s has been extremely successful in educating People in america about the dangers of highly processed foods, Genetically Modified Organisms (GMOs) and the poisonous pesticides that happen to be used in modern agriculture. On the other hand, the movement implored People in america to eat locally grown meals natural and healthy servings. The success of this activity has had a detrimental impact on traditional fast-food restaurants who have frequently come under attack with regard to selling high-calorie meals which might be unhealthy and cause obesity, diabetes and high blood pressure. Regular fast food restaurants have also been accused of advertising unhealthy dinners to children and using unpleasant and highly refined substances to make their meals. This specific increased health consciousness has resulted in reduced sales in ready made meals restaurants and constant provocations of class action lawsuits via those who think their illnesses have been caused by eating junk food (Dixon et al. 104). In order to deal with this occurrence, fast food restaurants have enhanced the number of healthy meals on their menus, but their subscriber base has not been very high.
The rise connected with fast casual restaurants might be attributed to the fact that they work healthy food with the same convenience as fast food restaurants. Eagan (178) reports that it is resulting from this health consciousness that this “number of diners going to fast-casual restaurants grew with ten times the rate associated with traffic to fast-food restaurants coming from 1999 through 2014. ” Fast-casual restaurants have grown in popularity due to their healthy, clean made offerings at a low price as well as high convenience. Food places to eat such as Panera Bread as well as Chipotle are fast everyday restaurants that have succeeded with providing healthy meals quickly. These restaurants have self-service kiosks and drive by way of windows to compete correctly with fast food restaurants by offering healthy meals in a rapidly and convenient manner (Treflis Team 1). It appears that the future of fast food in America will include much more fast-casual restaurants.
The tastes of Americans have also changed, with Millennials being more adventurous with their food tastes. Due to the surge of social media, Americans are more aware of exotic foods such as Mexican, Greek, Jewish, Italian and Chinese and maybe they are more willing to try these (Williams 1). Moreover, consuming exotic meals and posting them on social media increases the social capital of Millennial leading to a sharp rise in their particular demand. Since traditional take out restaurants still offer conventional meals such as burgers, french-fried potatoes, and chicken they are getting edged out by fast-casual restaurants which offer a wide range of unique meals which customers can customize in a dozen various methods. The ability to customize meals is rather important to Millennials who are at this point the dominant working technology in America as they see food as an extension of their personality (Eagan 177). These developments point to a future where fast food will consist of exotic and international cuisines which will be highly customizable.
A different shift in food attitude that has been experienced in America could be the increased need to eat within the environmentally friendly and socially informed manner. There is an increase in the desire to eat food that has been sourced hereabouts to support local farmers and local economies and also to eat food which includes is grown in an good for the environment manner (Miller 182). Often , the food served at traditional fast food restaurants violates these kind of ideals as the breeding these animals is done in cages, the food is grown using pesticides, and they do not assist local farmers. On the other hand, quick casual restaurants often espouse these ideas and more People in the usa, especially Millennials are choosing rapidly casual restaurants over traditional fast food restaurants to express their own beliefs on ethics associated with food sourcing. In the future, junk food is likely to be ethically sourced from local farmers using natural and pasture raised components.
The surge of social media and the prefer to share one’s activity for social capital has also altered what Millenials require involving fast food joints by raising the patronage of areas and food that is photo perfect, and that can be posted on social media sites such as Instagram (Williams 1). Social media requires which restaurants have great environment and artistically presented foodstuff that is ‘Instagram ready’ no matter if they are not fine dining restaurants, and they are willing to pay a little more for your experience. Fast-casual restaurants such as Chipotle have capitalized for this by having a brick and iron theme with high ambient illumination that has attracted Millennials throughout droves (Dixon et jordlag. 104). These changes mean that traditional fast food restaurants are now being edged out by fast-casual restaurants which provide a good ambiance that can provide social media likes for Millennials. Using this trend, it looks like fast food eating places will have to become posh to be able to compete effectively.
These changes in the fast food industry can be attributed to the coming of age of millennials who are now working and have disposable income to spend eating out, their thinking about healthy food and the ethics of food sourcing along with production have played the role in making fast food more healthy and fueling the surge of fast-casual restaurants. According to Williams (1), Millennials are more likely to cook their food than to eat out that may lead to a decline in eating out generally as more of them get into the job industry and are earning salaries. Social websites has also fueled these improvements as it has made exotic foods more popular and also required that dining establishments become more chic and normal so that they can take photos along with post them online in social media sites. The internet has also aided in spread the concept of healthy food, environmental consciousness, ethical food sourcing along with the dangers of refined food in order to more people than before. This specific generation will continue to impact not only the fast food sector but food trends generally speaking.
From the prior to discussions, it is clear that the fast food industry in America is usually poised for significant modifications as a result of increased health mind, fast casual restaurants, along with the Millennial generation. The future of fast food is likely to include healthier foods, exotic food, ethically noted ingredients, and more choices. Moreover, fast food restaurants are likely to be much more chick and ambiently decorated even as they focus on offering food as fast as possible through self-service kiosks, online ordering, as well as drive-through windows. It appears that fast-casual restaurants, the internet, and Millennials are going to be the drivers of such changes in the fast food industry.