Millennial Fast Food Trends: Impact on the Fast Food Industry
Fast Casual Restaurants, Millennials and the Evolution in the Fast Food Industry in America
When we think of take out restaurants, we think of fried fries, burgers, fried poultry, sugary pastries and calorie-laden soft drinks. This phenomenon is the case in America for a long time with fast food franchises like McDonald’s, Wendy’s, Burger California king and White Castle prominent the market. However , over the past twenty years, fast food in America has slowly changed from greasy fries and burgers at McDonald’s to deli sandwiches along with milkshakes at Panera Bakery or Chipotle. This trend is known as the rise on the ‘fast casual’ restaurants that provide the casual dining experience of healthy, organic meals created with produce that is sourced locally but served at the velocity and convenience that one might experience at a fast food cafe. This trend points to some sort of fast-food industry that is altering and becoming healthier while nevertheless maintaining the convenience and the relatively low price point that manufactured 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 informal restaurants and Millennials are usually playing in driving this specific change.
The greatest driver of this shift within the fast food industry is the elevated health consciousness of Americans.www.urgentessay.net Based on Miller (182), the natural and organic food movement which was established in the 1960s has been quite successful in educating Us citizens about the dangers of highly processed meals, Genetically Modified Organisms (GMOs) and the poisonous pesticides which can be used in modern agriculture. Alternatively, the movement implored Tourists to eat locally grown meals natural and healthy foods. The success of this motion has had a detrimental impact on classic fast-food restaurants who have generally come under attack intended for selling high-calorie meals which might be unhealthy and cause obesity, diabetes and high blood pressure. Regular fast food restaurants have also been falsely accused of advertising unhealthy foods to children and using made with chemicals and highly refined ingredients to make their meals. This specific increased health consciousness contributed to reduced sales in fastfood restaurants and constant threats of class action lawsuits by those who think their health issues have been caused by eating junk food (Dixon et al. 104). In order to deal with this trend, fast food restaurants have greater the number of healthy meals individual menus, but their customer base has not been very high.
The rise regarding fast casual restaurants could be attributed to the fact that they serve healthy food with the same ease 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 connected with traffic to fast-food restaurants coming from 1999 through 2014. ” Fast-casual restaurants have grown with popularity due to their healthy, refreshing made offerings at a low price along with high convenience. Food places to eat such as Panera Bread in addition to Chipotle are fast everyday restaurants that have succeeded inside providing healthy meals conveniently. These restaurants have self-service kiosks and drive via windows to compete properly with fast food restaurants by offering healthy meals in a rapidly and convenient manner (Treflis Team 1). It appears that innovations in fast food in America will include considerably more fast-casual restaurants.
The tastes of usa citizens have also changed, with Millennials being more adventurous making use of their food tastes. Due to the surge of social media, Americans are actually more aware of exotic foods such as Mexican, Greek, Judaism, Italian and Chinese and perhaps they are more willing to try them (Williams 1). Moreover, ingesting exotic meals and posting them on social media raises the social capital of Millennial leading to a sharp rise in their very own demand. Since traditional fast food restaurants still offer conventional meals such as burgers, chips, and chicken they are staying edged out by fast-casual restaurants which offer a wide range of spectacular meals which customers could customize in a dozen various methods. The ability to customize meals is rather important to Millennials who are now the dominant working technology in America as they see food as an extension of their persona (Eagan 177). These styles point to a future where fastfood will consist of exotic in addition to international cuisines which will be highly customizable.
Another shift in food frame of mind that has been experienced in America is a increased need to eat in the environmentally friendly and socially cognizant manner. There is an increase in the need to eat food that has been sourced close to you to support local farmers and native economies and also to eat food who has is grown in an good for the environment manner (Miller 182). Frequently , the food served at classic fast food restaurants violates these kinds of ideals as the breeding of these animals is done in cases, the food is grown making use of pesticides, and they do not assistance local farmers. On the other hand, quick casual restaurants often espouse these ideas and more People in america, especially Millennials are choosing rapid casual restaurants over classic fast food restaurants to express their very own beliefs on ethics regarding food sourcing. In the future, fast food is likely to be ethically sourced via local farmers using organic and natural and pasture raised components.
The grow of social media and the want to share one’s activity intended for social capital has also transformed what Millenials require associated with fast food joints by boosting the patronage of sites and food that is picture perfect, and that can be submitted to social media sites such as Instagram (Williams 1). Social media requires that will restaurants have great feeling and artistically presented meals that is ‘Instagram ready’ even though they are not fine dining eating places, and they are willing to pay a little more to the experience. Fast-casual restaurants just like Chipotle have capitalized about this by having a brick and iron theme with high ambient illumination that has attracted Millennials with droves (Dixon et ing. 104). These changes signify traditional fast food restaurants are now being edged out by fast-casual restaurants which provide a fantastic ambiance that can provide social networking likes for Millennials. From this trend, it looks like fast food dining places will have to become posh for you to compete effectively.
These changes in the fast food industry can be attributed to the coming old of millennials who are at this point working and have disposable revenue to spend eating out, their thinking about healthy food and the values of food sourcing and also production have played an integral role in making fast food far healthier and fueling the increase of fast-casual restaurants. According to Williams (1), Millennials may also be more likely to cook their meals than to eat out which could lead to a decline within eating out generally as more of them get into the job sector and are earning salaries. Web 2 . 0 has also fueled these adjustments as it has made exotic cuisines more popular and also required that restaurants become more chic and enveloping so that they can take photos as well as post them online in social media sites. The internet has also helped in spread the message of healthy food, environmental brain, ethical food sourcing as well as the dangers of refined food in order to more people than before. This generation will continue to have an effect on not only the fast food industry but food trends generally.
From the preceding discussions, it is clear that this fast food industry in America is poised for significant adjustments as a result of increased health consciousness, fast casual restaurants, and the Millennial generation. The future of take out is likely to include healthier food, exotic food, ethically taken ingredients, and more choices. Moreover, fast food restaurants are likely to be more chick and ambiently furnished even as they focus on serving 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 these changes in the fast food industry.