Analysis of Menu Trends in Fast Food Industry

Abstract

The development of fast food industry is critically dependent upon the main product it offers. At the end of growth phase, responding to the first shake out, fast food organizations experienced menu diversification, leading to the differentiation of the "core menu" from the "secondary menu. "Better understanding of various menu trends, past and present, provides useful information needed in planning menus of tomorrow which in turn enhances competitive position of an organization. Upon analysis of the data, four distinctphases were identified: pre-introductory phase, introductoryphase, growth phase, and maturityphase. The Pre-introductory phase in represented by "all you can eat"specials, breakfastbars, snack shops, and introduction of hamburgers. The introductory phase is noted by limited menu and limited service restaurants, equipment refinements, convenience foods. The growth phase is highlighted by theme restaurants, ethnic concepts, nationwide chains, specialized children's and dessert menus, drive-thru service, and menu diversifica tions. The maturity phase is marked by low calorie menus, salad bars and food bars, rich desserts, frozen yogurt, improved sanitation practices, home delivery and spill resistant cups for drive-thru convenience. Lastly, some of the emerging trends are fresh sea food, special menus forsenior citizens, menu simplifications to save labor, gourmet take-out and promotional and seasonal menus. Some of the contributing factors for these changes were/are Prohibition Act of the 1919, highwayconstruction, World Warll, "truth in menu"legislation, high unem ployment of teenagers, customerawareness of nutritional needs, increase in senior citizen population, labor shortages, increase in number of women in work force, legislation on franchise practices, international expansion, personal computers and hospitalityeducation programs.