Millennial Fast Food Trends: Effect on the Fast Food Industry
Fast Casual Eating places, Millennials and the Evolution in the Fast Food Industry in America
When we think of ready made meals restaurants, we think of oily fries, burgers, fried hen, sugary pastries and calorie-laden soft drinks. This phenomenon has been the case in America for a long time with fast food franchises like McDonald’s, Wendy’s, Burger King and White Castle dominating the market. However , over the past 20 years, fast food in America has slowly and gradually changed from greasy fried potatoes and burgers at McDonald’s to deli sandwiches in addition to milkshakes at Panera Breads or Chipotle. This trend is known as the rise of the ‘fast casual’ restaurants which offer the casual dining experience of healthy, organic meals created with produce that is sourced hereabouts but served at the rate and convenience that one would experience at a fast food eating place. This trend points to the fast-food industry that is modifying and becoming healthier while still maintaining the convenience and the somewhat low price point that made fast food restaurants so effective in the first place. This essay will present evidence on how the fast-food in America is changing through becoming healthier, exotic, personalized, ethical and ambient and also the role that fast everyday restaurants and Millennials are playing in driving this specific change.
The greatest driver of this shift inside fast food industry is the elevated health consciousness of Americans.custom papers review According to Miller (182), the natural and organic food movement which made its debut in the 1960s has been really successful in educating Us citizens about the dangers of highly processed foodstuff, Genetically Modified Organisms (GMOs) and the poisonous pesticides which can be used in modern agriculture. Alternatively, the movement implored Us citizens to eat locally grown foodstuff natural and healthy dinners. The success of this mobility has had a detrimental impact on classic fast-food restaurants who have usually come under attack with regard to selling high-calorie meals that are unhealthy and cause being overweight, diabetes and high blood pressure. Conventional fast food restaurants have also been offender of advertising unhealthy dinners to children and using made with chemicals and highly refined ingredients to make their meals. This specific increased health consciousness has led to reduced sales in ready made meals restaurants and constant provocations of class action lawsuits coming from those who think their health problems have been caused by eating fast food (Dixon et al. 104). In order to deal with this sensation, fast food restaurants have greater the number of healthy meals particular menus, but their subscriber base has not been very high.
The rise of fast casual restaurants could be attributed to the fact that they assist healthy food with the same comfort as fast food restaurants. Eagan (178) reports that it is due to this health consciousness the fact that “number of diners checking out fast-casual restaurants grew at ten times the rate involving traffic to fast-food restaurants by 1999 through 2014. ” Fast-casual restaurants have grown throughout popularity due to their healthy, new made offerings at a low price as well as high convenience. Food chains such as Panera Bread and also Chipotle are fast unconventional restaurants that have succeeded with providing healthy meals quickly. These restaurants have self-service kiosks and drive through windows to compete efficiently with fast food restaurants by healthy meals in a fast and convenient manner (Treflis Team 1). It appears that the future of fast food in America will include a lot more fast-casual restaurants.
The tastes of Americans have also changed, with Millennials being more adventurous with their food tastes. Due to the climb of social media, Americans are more aware of exotic foods such as Mexican, Greek, Jewish, Italian and Chinese plus they are more willing to try these (Williams 1). Moreover, having exotic meals and posting them on social media improves the social capital of Millennial leading to a sharp rise in their particular demand. Since traditional fast food restaurants still offer standard meals such as burgers, fries, and chicken they are staying edged out by fast-casual restaurants which offer a wide range of exotic meals which customers can certainly customize in a dozen various methods. The ability to customize meals is especially important to Millennials who are at this point the dominant working generation in America as they see meals as an extension of their individuality (Eagan 177). These general trends point to a future where junk food will consist of exotic in addition to international cuisines which will be really customizable.
Another shift in food frame of mind that has been experienced in America is a increased need to eat within an environmentally friendly and socially conscious manner. There is an increase in the requirement to eat food that has been sourced in your area to support local farmers and local economies and also to eat food who has is grown in an good for the environment manner (Miller 182). Often , the food served at regular fast food restaurants violates these ideals as the breeding of these animals is done in bouge, the food is grown utilizing pesticides, and they do not assist local farmers. On the other hand, rapid casual restaurants often espouse these ideas and more People in the usa, especially Millennials are choosing rapidly casual restaurants over regular fast food restaurants to express their particular beliefs on ethics of food sourcing. In the future, take out is likely to be ethically sourced from local farmers using organically grown and pasture raised substances.
The rise of social media and the desire to share one’s activity intended for social capital has also altered what Millenials require involving fast food joints by raising the patronage of locations and food that is photo perfect, and that can be posted on social media sites such as Instagram (Williams 1). Social media requires that restaurants have great feeling and artistically presented food that is ‘Instagram ready’ no matter if they are not fine dining restaurants, and they are willing to pay a little more for that experience. Fast-casual restaurants similar to Chipotle have capitalized within this by having a brick and metallic theme with high ambient lighting that has attracted Millennials throughout droves (Dixon et jordlag. 104). These changes show that traditional fast food restaurants are edged out by fast-casual restaurants which provide a wonderful ambiance that can provide web 2 . 0 likes for Millennials. Because of this trend, it looks like fast food restaurants will have to become posh to be able to compete effectively.
These changes in the fast food business can be attributed to the coming of age of millennials who are today working and have disposable cash flow to spend eating out, their perceptions about healthy food and the values of food sourcing along with production have played the role in making fast food healthier and fueling the rise of fast-casual restaurants. According to Williams (1), Millennials may also be more likely to cook their foods than to eat out which might lead to a decline throughout eating out generally as more of them get into the job market place and are earning salaries. Social networking has also fueled these modifications 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 in addition to post them online within social media sites. The internet has also assisted in spread the concept of healthy food, environmental awareness, ethical food sourcing and also the dangers of refined food in order to more people than before. This generation will continue to influence not only the fast food business but food trends normally.
From the former discussions, it is clear that the fast food industry in America is usually poised for significant modifications as a result of increased health intelligence, fast casual restaurants, and also the Millennial generation. The future of junk food is likely to include healthier foodstuff, exotic food, ethically sourced ingredients, and more choices. Also, fast food restaurants are likely to be more chick and ambiently embellished even as they focus on providing food as fast as possible through self-service kiosks, online ordering, and also drive-through windows. It appears that fast-casual restaurants, the internet, and Millennials are going to be the drivers these changes in the fast food industry.