Millennial Fast Food Trends: Impact on the Fast Food Industry
Fast Casual Dining places, Millennials and the Evolution with the Fast Food Industry in America
When we think of junk food restaurants, we think of slimy fries, burgers, fried poultry, sugary pastries and calorie-laden soft drinks. This phenomenon is by far the case in America for a while with fast food franchises including McDonald’s, Wendy’s, Burger Ruler and White Castle taking over the market. However , over the past 19 years, fast food in America has gradually changed from greasy fries and burgers at McDonald’s to deli sandwiches along with milkshakes at Panera Breads or Chipotle. This phenomenon is known as the rise of the ‘fast casual’ restaurants that offer the casual dining connection with healthy, organic meals made with produce that is sourced hereabouts but served at the rate and convenience that one will experience at a fast food restaurant. This trend points to some sort of fast-food industry that is transforming and becoming healthier while even now maintaining the convenience and the relatively low price point that created fast food restaurants so prosperous in the first place. This essay will present evidence on how the fast-food in America is changing by means of becoming healthier, exotic, custom, ethical and ambient and also the role that fast unconventional restaurants and Millennials are usually playing in driving this specific change.
The greatest driver of this shift from the fast food industry is the increased health consciousness of Americans.urgentessay.net In accordance with Miller (182), the natural and organic food movement which started in the 1960s has been extremely successful in educating Americans about the dangers of highly processed meal, Genetically Modified Organisms (GMOs) and the poisonous pesticides that happen to be used in modern agriculture. Alternatively, the movement implored People in america to eat locally grown foods natural and healthy meals. The success of this movement has had a detrimental impact on conventional fast-food restaurants who have often come under attack intended for selling high-calorie meals which can be unhealthy and cause weight problems, diabetes and high blood pressure. Standard fast food restaurants have also been accused of advertising unhealthy foods to children and using made with chemicals and highly refined elements to make their meals. This increased health consciousness has led to reduced sales in fast food restaurants and constant provocations of class action lawsuits via those who think their health conditions have been caused by eating take out (Dixon et al. 104). In order to deal with this happening, fast food restaurants have improved the number of healthy meals unique menus, but their subscriber base has not been very high.
The rise of fast casual restaurants may be attributed to the fact that they provide healthy food with the same comfort as fast food restaurants. Eagan (178) reports that it is due to this health consciousness that this “number of diners visiting fast-casual restaurants grew in ten times the rate associated with traffic to fast-food restaurants through 1999 through 2014. ” Fast-casual restaurants have grown within popularity due to their healthy, fresh new made offerings at a low price in addition to high convenience. Food chains such as Panera Bread and Chipotle are fast informal restaurants that have succeeded within providing healthy meals handily. These restaurants have self-service kiosks and drive by means of windows to compete efficiently with fast food restaurants by healthy meals in a quickly and convenient manner (Treflis Team 1). It appears that innovations in fast food in America will include more fast-casual restaurants.
The tastes of Americans have also changed, with Millennials being more adventurous using food tastes. Due to the surge of social media, Americans are actually more aware of exotic cuisines such as Mexican, Greek, Jewish, Italian and Chinese and perhaps they are more willing to try these individuals (Williams 1). Moreover, having exotic meals and leaving your 2 cents them on social media enhances the social capital of Millennial leading to a sharp rise in all their demand. Since traditional ready made meals restaurants still offer conventional meals such as burgers, fried potatoes, and chicken they are becoming edged out by fast-casual restaurants which offer a wide range of amazing meals which customers can easily customize in a dozen other ways. The ability to customize meals is particularly important to Millennials who are currently the dominant working systems in America as they see meals as an extension of their style (Eagan 177). These general trends point to a future where fast food will consist of exotic and international cuisines which will be very customizable.
A different shift in food attitude that has been experienced in America will be the increased need to eat in the environmentally friendly and socially conscious manner. There is an increase in the requirement 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 green manner (Miller 182). Frequently , the food served at standard fast food restaurants violates all these ideals as the breeding of these animals is done in cases, the food is grown making use of pesticides, and they do not help local farmers. On the other hand, rapidly 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 very own beliefs on ethics connected with food sourcing. In the future, fastfood is likely to be ethically sourced coming from local farmers using organically grown and pasture raised ingredients.
The climb of social media and the desire to share one’s activity for social capital has also changed what Millenials require regarding fast food joints by growing the patronage of spots 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 mood and artistically presented foods that is ‘Instagram ready’ even when they are not fine dining restaurants, and they are willing to pay a little more for any experience. Fast-casual restaurants like Chipotle have capitalized for this by having a brick and stainlesss steel theme with high ambient lighting that has attracted Millennials with droves (Dixon et jordlag. 104). These changes signify traditional fast food restaurants are now being edged out by fast-casual restaurants which provide a good ambiance that can provide social media marketing likes for Millennials. Using this trend, it looks like fast food dining places will have to become posh to compete effectively.
These changes in the fast food sector can be attributed to the coming of age of millennials who are right now working and have disposable income to spend eating out, their attitudes about healthy food and the ethics of food sourcing as well as production have played the role in making fast food far healthier and fueling the grow of fast-casual restaurants. As per Williams (1), Millennials can also be more likely to cook their food than to eat out that may lead to a decline within eating out generally as really them get into the job industry and are earning salaries. Social media has also fueled these alterations as it has made exotic foods more popular and also required that dining places become more chic and enveloping so that they can take photos and also post them online within social media sites. The internet has also aided in spread the information of healthy food, environmental awareness, ethical food sourcing and the dangers of refined food in order to more people than before. This specific generation will continue to impact not only the fast food marketplace but food trends on the whole.
From the prior to discussions, it is clear how the fast food industry in America is definitely poised for significant alterations as a result of increased health awareness, fast casual restaurants, and also the Millennial generation. The future of junk food is likely to include healthier food, exotic food, ethically taken ingredients, and more choices. Furthermore, fast food restaurants are likely to be much more chick and ambiently ornamented even as they focus on providing food as fast as possible through self-service kiosks, online ordering, in addition to 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.