Millennial Fast Food Trends: Effect on the Fast Food Industry
Fast Casual Eating places, Millennials and the Evolution from the Fast Food Industry in America
When we think of take out restaurants, we think of junk fries, burgers, fried hen, sugary pastries and calorie-laden soft drinks. This phenomenon is by far the case in America for a period of time with fast food franchises such as McDonald’s, Wendy’s, Burger Full and White Castle prominent the market. However , over the past 2 decades, fast food in America has little by little changed from greasy french-fried potatoes and burgers at McDonald’s to deli sandwiches in addition to milkshakes at Panera Bread or Chipotle. This trend is known as the rise with the ‘fast casual’ restaurants which offer the casual dining experience of healthy, organic meals created with produce that is sourced in your area but served at the rate and convenience that one would experience at a fast food cafe. This trend points to the fast-food industry that is transforming and becoming healthier while still maintaining the convenience and the reasonably low price point that manufactured fast food restaurants so prosperous in the first place. This essay will show evidence on how the fast-food in America is changing by means of becoming healthier, exotic, personalized, ethical and ambient as well as the role that fast unconventional restaurants and Millennials tend to be playing in driving this change.
The greatest driver of this shift inside fast food industry is the elevated health consciousness of Americans.paper writing websites In accordance with Miller (182), the natural and organic food movement which were only available in the 1960s has been incredibly successful in educating People in the usa about the dangers of highly processed foods, Genetically Modified Organisms (GMOs) and the poisonous pesticides which are used in modern agriculture. On the other hand, the movement implored Us citizens to eat locally grown foodstuff natural and healthy foods. The success of this movements has had a detrimental impact on regular fast-food restaurants who have typically come under attack regarding selling high-calorie meals which might be unhealthy and cause unhealthy weight, diabetes and high blood pressure. Classic fast food restaurants have also been falsely accused of advertising unhealthy dishes to children and using unpleasant and highly refined elements to make their meals. This kind of increased health consciousness contributed to reduced sales in junk food restaurants and constant risks of class action lawsuits coming from those who think their health problems have been caused by eating ready made meals (Dixon et al. 104). In order to deal with this trend, fast food restaurants have enhanced the number of healthy meals individual menus, but their subscriber base has not been very high.
The rise of fast casual restaurants can be attributed to the fact that they assist healthy food with the same advantage as fast food restaurants. Eagan (178) reports that it is on account of this health consciousness the “number of diners browsing fast-casual restaurants grew in ten times the rate regarding traffic to fast-food restaurants from 1999 through 2014. ” Fast-casual restaurants have grown throughout popularity due to their healthy, fresh made offerings at a low price and also high convenience. Food places to eat such as Panera Bread as well as Chipotle are fast everyday restaurants that have succeeded inside providing healthy meals ideally. These restaurants have self-service kiosks and drive by windows to compete effectively with fast food restaurants by offering healthy meals in a quickly and convenient manner (Treflis Team 1). It appears that innovations in fast food in America will include a lot more fast-casual restaurants.
The tastes of american citizens have also changed, with Millennials being more adventurous with the food tastes. Due to the increase of social media, Americans are more aware of exotic cuisines such as Mexican, Greek, Jewish, Italian and Chinese and perhaps they are more willing to try these people (Williams 1). Moreover, eating exotic meals and publishing them on social media improves the social capital of Millennial leading to a sharp rise in their demand. Since traditional ready made meals restaurants still offer classic meals such as burgers, fried potatoes, and chicken they are staying edged out by fast-casual restaurants which offer a wide range of amazing meals which customers can certainly customize in a dozen various ways. The ability to customize meals is very important to Millennials who are currently the dominant working systems in America as they see food as an extension of their personality (Eagan 177). These general trends point to a future where take out will consist of exotic and international cuisines which will be extremely customizable.
An additional shift in food attitude that has been experienced in America may be the increased need to eat in the environmentally friendly and socially aware manner. There is an increase in the desire to eat food that has been sourced close by 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). Frequently , the food served at regular fast food restaurants violates all these ideals as the breeding of these animals is done in galetass, the food is grown making use of pesticides, and they do not assistance local farmers. On the other hand, fast casual restaurants often espouse these ideas and more Americans, especially Millennials are choosing fast casual restaurants over classic fast food restaurants to express their own beliefs on ethics associated with food sourcing. In the future, fastfood is likely to be ethically sourced coming from local farmers using natural and pasture raised substances.
The climb of social media and the wish to share one’s activity intended for social capital has also improved what Millenials require connected with fast food joints by raising the patronage of sites and food that is photograph perfect, and that can be posted on social media sites such as Instagram (Williams 1). Social media requires this restaurants have great ambiance and artistically presented foodstuff that is ‘Instagram ready’ even if they are not fine dining eating places, and they are willing to pay a little more for any experience. Fast-casual restaurants including Chipotle have capitalized within this by having a brick and stainlesss steel theme with high ambient lighting effects that has attracted Millennials within droves (Dixon et ‘s. 104). These changes imply that traditional fast food restaurants are being edged out by fast-casual restaurants which provide a great ambiance that can provide social websites likes for Millennials. Using this trend, it looks like fast food dining establishments will have to become posh for you to compete effectively.
These changes in the fast food marketplace can be attributed to the coming old of millennials who are currently working and have disposable income to spend eating out, their perceptions about healthy food and the values of food sourcing and production have played an important role in making fast food better and fueling the surge of fast-casual restaurants. Based on Williams (1), Millennials are also more likely to cook their foodstuff than to eat out that might lead to a decline within eating out generally as really them get into the job market and are earning salaries. Social media marketing has also fueled these adjustments as it has made exotic foods more popular and also required that eating places become more chic and enveloping so that they can take photos and post them online within social media sites. The internet has also really helped in spread the concept of healthy food, environmental mind, ethical food sourcing plus the dangers of refined food for you to more people than before. This kind of generation will continue to impact not only the fast food business but food trends on the whole.
From the earlier discussions, it is clear that the fast food industry in America is definitely poised for significant adjustments as a result of increased health brain, fast casual restaurants, and also the Millennial generation. The future of junk food is likely to include healthier foodstuff, exotic food, ethically found ingredients, and more choices. Furthermore, fast food restaurants are likely to be a lot more chick and ambiently embellished even as they focus on offering 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 of such changes in the fast food industry.