Fast Food Market Research Articles

Socioeconomic Determinants of Fast Food Vending in Nnewi Metropolis, Anambra State, Nigeria

This study on the socioeconomic determinants of fast food vending in Nnewi metropolitan city, Anambra State, Nigeria specifically established the socioeconomic characteristics of fast food vendors, various fast food vending prevalence in the study area, profitability of fast food vending, socioeconomic characteristics of fast food vendors that influences net return and constraints to fast food vendors in the study area. Simple random techniques was used to select 120 vendors for the study. Findings from socioeconomic characteristics shows that majority of the vendors/marketers are within the age limit of 40-49 years. Findings from various fast food marketing prevalence in the study area shows that fried Akara and palp had (29.16%) which stands to be the highest fast food vending in the study area. Finding from estimated monthly profitability of fast food marketing shows that the transaction generated a gross margin of N1,720,909.83.00, net marketing income of N1,515,369.83 and net return on investment of 0.37. The implication of the net return on investment is that the marketers return 37 kobo for every 1 Naira invested in the business. Finding from influence of socioeconomic characteristics on net marketing income of fast food vending shows that out of the nine predictors included in the model, only four were significant namely gender, household, source of finance and marketing experience. Finding from constraints shows that that expensive tax (several collection from government) (M= 3.05) was perceived as the most serious challenge in fast food vending in the study area. Too much collection from government and its agency should be addressed by government and relevant stake holders and government should formulate a programs to train these vendors to align to world class vending were recommended. Keywords: Fast-food, determinants, vending, marketing, profitability.

Social Media Marketing Features and Empirical Studies in the Fast Food Industry Context: A Literature Review and a New Window for Future Promotion

The fast food industry is a major player in the global economy. In 2020, the global fast-food market size was $125.05 billion, and it is projected to reach $137.74 billion in 2021 and grow to $1,467.04 billion by 2028. Social media plays a significant role in promoting this industry due to its size. This study aimed to identify the features of social media marketing commonly used to promote products and services and to explore which of these features was tested in empirical studies in the fast-food industry. The study used a qualitative approach, analyzing existing literature. The results revealed that advertising, sales promotion, generated content (firm and user), and e-word of mouth are commonly used in social media marketing. However, only two of these features have been tested more extensively in the latest empirical studies of the fast-food industry. These were advertising and sales promotion. Thus, this study suggests that more empirical studies should be conducted to understand the effect of all social media marketing features on customer intention within the fast-food industry. It potentially opens new windows for industry promotion.

Nigerian adolescents’ exposure to fast food marketing via Instagram

ObjectivesTo explore the promotion of fast food to lower-income adolescents on Instagram with the specific aims of (i) identifying the marketing strategies used by fast food brands on Instagram to promote fast food to Nigerian adolescents and (ii) examining the influence of these strategies on user engagement.DesignA content analysis of posts from a 90-day period of the Instagram accounts of five fast-food brands in Nigeria was conducted. Overall, 576 posts were analysed, using a codebook developed based on the relevant literature, to identify adolescent-targeted strategies. User engagement was measured by number of likes each post received.ResultsThe observed brands frequently utilised adolescent-targeted marketing strategies, with the most popular strategies being emotional appeal, ‘teen language’ and product appeal. The results of Mann-Whitney U tests revealed significant associations between the use of these promotional strategies and user engagement. Adolescent-aimed strategies like product appeal and competitions resulted in higher user engagement with fast food promotional content.ConclusionFast food companies heavily target lower income adolescents through the use of Instagram. This raises health concerns related to the consumption of unhealthy food that arises from regular advertising in that demographic. Further, this exposure increases ad interactions that could cause adolescents to view fast foods more positively. Overall, findings indicate the need for actions aiming to limit and reduce the effect of adolescents’ exposure to fast food marketing on social media, to target the features of social media platforms which affords users the ability to interact with fast food advertisements.

The relationship between youth's exposure to unhealthy digital food marketing and their dietary intake in Canada.

There is limited evidence on how exposure to digital marketing of unhealthy foods affects youth's dietary behaviours. This study therefore aimed to examine the association between youth's self-reported digital food marketing exposure and dietary intakes, and explore predictors of frequent unhealthy food consumption. A survey was conducted among 1075 youth in Canada (aged 10-17 years) in April 2023. Proportional odds models examined associations between frequency of exposure to digital marketing of unhealthy foods and frequency of consumption of those foods, adjusted for sociodemographic characteristics and digital device usage. Compared with participants reporting no exposure to digital fast-food marketing in the past week, those exposed ≥4 times per week were more likely to consume fast food more frequently. Youth exposed to digital marketing of sugary drinks and salty/savoury snacks ≥1 time(s) in the previous week were more likely to consume these foods on a greater number of days, compared with those reporting no exposure to this marketing in the past week. Reporting exposure to digital marketing of desserts/sweet treats every day or more than once a day was associated with more frequent consumption of desserts/sweet treats. Province of residence (Ontario/Quebec) and total daily time spent online predicted more frequent consumption of fast-food, sugary drinks, salty/savoury snacks and desserts/sweet treats. Overall, more frequent self-reported exposure to digital marketing of unhealthy foods is associated with more frequent consumption of these foods by Canadian youth. Regulations are needed to help protect youth from digital food marketing, which may help reduce their unhealthy food consumption.

THE ANALYSIS OF STRATEGIC BUSINESS ABOUT RANGERS FRIED CHICKEN IN TAIPEI, TAIWAN

This study uses SWOT analysis and Porter's five forces model to analyze the strategic environment of 德州美墨炸雞 Rangers Fried Chicken (RFC) in Taipei, Taiwan. The study aims to evaluate the internal and external factors of RFC and provide insights into RFC's competitiveness in the Taiwanese fast food market. The results not only highlight RFC's strengths such as strong brand, product quality and service system, but also significant challenges such as intense competition and changing consumer preferences. The study provides strategic recommendations to enhance RFC's competitive advantage and ensure long-term sustainability.

Strategic analysis of internationalization and insertion in the Brazilian Fast Food market: Simulative study from the Spanish company Cerveceria 100 Montaditos

The objective of this study is to analyze the internationalization and insertion of the Spanish business group Restalia, through the Cerveceria 100 Montaditos brand, in the Brazilian fast food market. It is a simulative panorama, via qualitative research, in a case study chosen by convenience and direct observation. The Pestel, Porter's Five Forces and SWOT analyses made it possible to map and identify critical success factors and threats. The results indicate that the self-service business model, with a variety of small snacks and beverages sold at low prices, has the potential to succeed in Brazil in cities with more than 200,000 inhabitants. This study lacks complementary research that involves detailing the Marketing and Logistics Plans, operational issues and economic feasibility, as well as contact with the company to verify the interest in operating in Brazil, considering that the business model undertaken exposes attractive characteristics, significantly applicable to the Brazilian reality.

Peranan Kreativitas dan Inovasi dalam Meningkatkan Volume Penjualan Produk ‎Chick’n Mentai Burger, Pada Pranita Rasa Vegetarian

Pranita Rasa Vegetarian Restaurant, located in Pluit, North Jakarta, has its own challenges in increasing the sales volume of its products, one of which is a non-animal (vegetarian) burger product called Chick'n Mentai Burger.The purpose of this study is to see whether creativity and innovation have an influence in increasing the sales volume of Chick'n Mentai Burger products. The research method used is quantitative. The population in this study is customers and consumers of Pranita Rasa Vegetarian Restaurant whose number is not known exactly. The sampling technique used in this study is n probability sampling. The results showed that creativity and innovation had a significant influence on the sales volume of Chick'n Mentai Burger products at Pranita Rasa Vegetarian Restaurant, Pluit, North Jakarta. Therefore, it is important for Pranita Rasa Vegetarian Restaurant to continue to encourage creativity and innovation in its product development as a strategy to maintain and increase competitiveness in the vegetarian fast food market. The results of the analysis show that efforts to introduce variety and innovation in products, including the development of new recipes, attractive presentations, and creative marketing strategies, provide a boost to increased consumer interest and sales volume.

Edible Bodies? Conspicuous Consumption, Women’s Bodies and Postcolonial Masculinities in Fast-Food Advertisements in Zimbabwe

ABSTRACT While existing scholarship has primarily focused on examining how women are often objectified and sexualised in fast-food marketing advertisements, this article shifts the focus to demonstrate how such advertisements reveal the construction, performance and negotiation of precarious masculinities. By concentrating on advertisements from a Zimbabwean fast-food chain, Mambo’s Chicken, this article argues that advertisements framing women as edible items offer insights into how precarious masculinities are constructed, performed and negotiated within the postcolonial context of Zimbabwe. Specifically, it examines the use of sexual humour, banter and innuendo in advertisements from Mambo’s Chicken, considering the complex issues inherent in conspicuous consumption and how they illuminate multifaceted insecurities that men navigate as they attempt to assert their dominance. This negotiation of masculinity occurs within a paradoxical context characterised by excessive consumerism and precarious economic conditions.

Analysis of KFCs and McDonalds Strategies Based on Game Theory

McDonald s and KFC are two giants in the Chinese fast food market. In this case, Chinese fast food brands must also seek development. So, studying their strategies can inspire and promote the local Chinese fast food industry. So, in this article, the author will use the Game Theory to analyze their strategies to find their different methods to occupy the market. The article will be divided into five parts. To begin with, introduce the research background, related literature, and the articles structure. Second, describe their basic and current situation from multiple dimensions, respectively. Third, compare their similarities and differences from many of the same aspects. Fourth, provide some suggestions to McDonalds and KFC and inspire other local brands. And summarize what the other brands can learn and take changes from their strategies. Last, accept some limitations and propose some future possible studies. So, this article can promote local brands, learn a lot from them, and strive to break the monopoly and become outstanding brands.

Structural Relationship between Taste, Price Fairness, and Repurchase Intention of Fast Food: Moderating Effect of Healthiness

Purpose: The aim of this research is to explore the structural relationship between taste, price fairness, healthiness, and repurchase intention. Healthiness is the moderator when taste and price fairness impacts on repurchase intention. The research subject is McDonald's given the market share in the fast food market.
 Design/methodology/approach: The main instrument of this research is survey. This study collected the data using Amazon Mechanical Turk; the number of observation is 376. Confirmatory factor analysis and correlation matrix were used to ensure convergent validity and discriminant validity. Structural equation model was employed to analyze the data.
 Findings: Regarding the results, repurchase intention is both positively influenced by taste and price fairness. The results also revealed the significant moderating effect of healthiness in the relationship when taste and price fairness affect repurchase intention. 
 Research limitations/implications: The results of this research could be used for the management of fast food business by offering consumer characteristic information. 
 Originality/value: This research sheds light on the literature by identifying the moderating effect of healthiness on the relationship between price fairness, taste, and repurchase intention of fast food.

Hydrocolloid Coatings as a Pre-Frying Treatment in the Production of Low-Fat Banana Chips

Fried foods occupy a large portion of the fast-food market. However, growing consumer health awareness is driving research to minimize the oil content of products. The use of specific barriers such as hydrocolloid coatings can avoid high oil absorption. Herein, the physicochemical characteristics of banana fruit cultivars and the effects of hydrocolloid coatings on the quality attributes of banana chips were evaluated. The unripe fruits were analyzed for length, diameter, mass, pulp/peel ratio, firmness, and color. The pulps were analyzed for moisture, total and reducing sugars, crude fat, total soluble solids, pH, titratable acidity, and maturation index. Pulp slices were coated before frying with four hydrocolloid solutions: guar gum, carboxymethylcellulose, sodium alginate, and maltodextrin. The fruits of the cultivar BRS Platina were larger, with a more yellowish pulp and those of FHIA 18 had smaller lengths and diameters. After frying, higher moisture losses were observed in the control and in the treatment with maltodextrin. Hydrocolloids promoted reductions in oil absorption from 26.54 to 9.14%, in addition to changes in the color and hardness of the chips. A coating pretreatment can be used to produce low-fat banana chips, with better results using guar gum. Our results are useful in expanding the commercialization of fruits that fall easily and the chip coating technology can be applied in snack industries.

Fast Food Business: Taking McDonald's and KFC for Example

Nowadays, the development of fast food industry is more and more popular with people, especially young people. When it comes to the fast food industry, most people will think of McDonalds and KFC. It is undeniable that these two companies account for most of the fast food market share in the market, but most people will think that there is no difference between the two companies. Therefore, the author wants to know whether there are some differences and similarities between them. The author invests in this situation by comparing data and business models to understand how these companies coexist. In fact, the profit of McDonalds and KFC is almost the same. Because McDonalds and KFC operate in a somewhat different way. The author conducted the survey because it can let more and more people understand the subtle differences between two similar companies. The research in this paper has important practical significance for the fast food industry to achieve precision marketing.

Within-store fast food marketing: The association between food swamps and unhealthy advertisement

Previous studies have linked food consumption outside the home and fast food to poor diet quality and living within a food swamp to an increased likelihood of obesity. A growing amount of research has linked food marketing to food choice. Still, limited information is available on how this dynamic may work within fast food establishments and if the marketing strategies used may vary by neighborhood food swamp status. Utilizing the Environment Assessment (EAT) Tool, we examined the within-store marketing environment of fast food restaurants to understand the factors potentially influencing food choice. A cross-sectional study design surveyed fast food outlets (n = 170) for unhealthy advertisements. Each fast-food outlet was assigned an FSI score based on its geographic location and proximity to unhealthy outlets. Outlets were assessed for associations between food swamp status and unhealthy advertisements. Poisson Regression was performed to assess the relationship between unhealthy advertisements and FSI score. Low FSI had a mean unhealthy advertisement score of 36.79 (11.06). Moderate and High FSI had mean unhealthy advertisement scores of 33.03 (14.67) and 31.71 (12.63), respectively. The number of unhealthy advertisements did not differ by food swamp categories (Moderate FSI IRR: 0.90, 95% CI: 0.74–1.09; High FSI IRR: 0.86, 95% CI: 0.73–1.01 vs. low FSI). Differences in marketing environments by food swamp status were not observed. Future research should examine other factors of the food swamp environment and additional factors such as television or social media to understand its association with food choice.

A systematic review of the adolescent-directed marketing strategies of transnational fast food companies in low- and middle-income countries.

Fast food consumption is associated with excessive intake of energy-dense foods; a major determinant of childhood obesity. The lack of data on the marketing strategies used to promote fast food to adolescents in low and middle-income countries (LMICs) acts as a barrier to global efforts to reduce the marketing of unhealthy foods to young people around the world. This systematic review aimed to identify the adolescent-directed marketing strategies of transnational fast food corporations in LMICs. A systematic search of eight scientific databases (PubMed, CINAHL, Medline, Embase, ProQuest, PsycInfo, Scopus and Google Scholar) was conducted. Following PRISMA guidelines, primary research articles written in English were included if they were published between 1 January 2010 and 30 December 2022, and reported any adolescent-directed marketing activity undertaken by a transnational fast food company operating in a LMIC. Articles were excluded if they were not peer reviewed. The quality of the included articles was assessed using a condensed version of the Consolidated Criteria for Reporting Qualitative Research tool. Twelve articles met the eligibility criteria and were included in this review. A narrative synthesis of these articles revealed that the most documented strategies used to promote fast food to adolescents in LMICs were the use of incentives or premium offers, product appeals, promotional characters and brand familiarity. These strategies were mostly observed on social media, suggesting that there are serious concerns about adolescent exposure to fast food via social media in developing settings, especially as contextual differences in the nature of such marketing were identified. The promotion of fast food to adolescents in LMICs is contextual in nature, with the nature of marketing strategies employed by transnational fast food corporations varying greatly across cultural and socio-economic contexts. These findings are crucial for the development of guidelines and regulations restricting the marketing of fast food to adolescents in lower income settings, contributing to global efforts to reduce adolescent exposure to unhealthy food promotion.

Impact of the Covid-19 on Fast Food Business in Kathmandu

Corona-virus is a very dangerous virus in the world. It affects the overall human activities in Nepal. This research article tries to analyze the impact of the Coronavirus on the fast food business in Kathmandu. The fast food business is very popular in Kathmandu, it provides services for different levels of people and also provides employment opportunities as well as increasing economic activities. Due to Coronavirus, these economic activities, through the primary information collected in certain sample areas for analysis, affect the economy. This study is helpful to know the current situation of the fast food business of our country and the economic impact of the coronavirus on the income of the fast food business. After analyzing the information provided by the respondent through the questionnaire survey Coronavirus reduced employment opportunities, the business of the fast food market, and the income level of the entrepreneur as well as the employee people in the sample area. It is concluded that the virus hurt the fast food business sector in Kathmandu.

Research on the Adaptability of Organizational Management in McDonald's "Sinicization" Operation

Chinese fast food businesses have grown quickly in recent years, but they still have a far smaller market share and profit margin than Western fast food businesses like McDonald's and KFC. McDonald's outperforms Chinese fast food firms by 160 times when it comes to average shop turnover. More than one-third of the fast-food market in China is now made up of businesses with a Westernized aesthetic. We cannot disregard the challenges in service marketing related to service quality, method, pricing, physical proof, and others, for a variety of reasons. Additionally, the daily schedules in North and South China vary, as do the service delivery methods. I selected a region's McDonald's shops as the subject of the analysis to make the proposal more focused. This essay will examine the factors that contributed to McDonald's success in China and provide recommendations.

Subway in China Fast-food Marketing

Nowadays fast-food restaurant is becoming a common choice for people’s need due to different reasons. This research aimed to investigate Subway's 4ps (Product, Promotion, Place, and Price) marketing approach in the Chinese market due to the intense rivalry in the fast-food business in China, and also revealed the reason why Subway is less competitive in China other than in the U.S. and Europe. Subway must continue to strive for improved performance to strengthen customer loyalty and attract new consumers to outcompete its competitors. Therefore, Subway's marketing 4P (product, pricing, promotion, and place) was discussed using the SWOT analysis method to guarantee that the company may get a competitive edge in the market. The data suggested that marketing 4Ps tactics are the most significant predictor of a company's success. Possible recommendations are provided by summarizing the different Ps to help Subway better survive in the Chinese market. Contributions and limitations were discussed at the end of this paper.

КОНКУРЕНТНЕ СЕРЕДОВИЩЕ НА УКРАЇНСЬКОМУ ТА ПОЛЬСЬКИХ РИНКАХ ПРОДУКЦІЇ ШВИДКОГО ПРИГОТУВАННЯ

The article reveals the stage and trends of the fast food market development. The production of these goods is a promising direction for the development of the country's economy, although there are problems with the decrease in demand for these products. The decrease in demand is characterized by an increase in consumer preference for healthy food products, as well as an increase in the population's solvency. Consumers increasingly choose fast food establishments and refuse to consume harmful products. The article examines the theoretical and practical aspects of the competitive environment of the Ukrainian and Polish markets. The concepts of competition and competitiveness are substantiated. The concept of international competitiveness and the determination of prospects for entering the EU markets are analyzed. The European market, in particular the Polish market, is promising for the exit of Ukrainian enterprises. The Polish market is stronger and more competitive than the Ukrainian market, which is why it was chosen for analysis. The article states that Ukraine already exports its products to EU countries and that the food industry is a priority area for the development of the country's export activity. The Polish market among fast food products was analyzed. An analysis of competitors of fast food products was carried out. Problematic aspects of the development of the fast food market have been identified. The domestic and foreign markets were studied, the indicators of the competitiveness of strong players in each of the markets were calculated on the basis of an integral indicator and an expert assessment. According to the results of the analysis, benchmarking was carried out and the main directions of the formation of competitive advantages of fast food products were determined. Thanks to the conducted analysis, it was established that the emphasis should be placed on such competitive advantages as quality, environmental friendliness, usefulness and nutrition, individuality. Thanks to this approach, companies will be able to maximize their revenues and satisfy the needs of consumers as much as possible.

Business planning in small business in the fast food market

Business planning in small business in the fast food market

Küresel Fast-Food Restoranlarının Yerel Fast-Food Piyasaları Üzerine Etkileri: Türkiye Örneği

The aim of this study is to try to analyze the competitive structure of the national fast food industry, taking into account the shares of global fast-food brands operating in Turkey in the fast-food sector and their weight in market concentration. In this direction, hamburgers, pizzas, sandwiches, etc. dominated by global fast-food restaurants. The current situation in Turkey in the industry where fast-food foods are consumed is discussed. In the literature review, some of the most frequently used concentration indices, such as N-Firm Concentration Ratio (CRn), Herfindahl-Hirschman Index, Entropy Index (EI), Hannah-Kay Index (HKI), Gini Index (GI), were examined in the context of case studies. Examples of similar studies, which were previously carried out in other sectors and industries using different indexes, are presented. In the light of the limited statistical data in the sector mentioned in the study, the market concentration ratios of fast-food brands were tried to be calculated, and the competitive environment and market structure in the industry were analyzed. In general, the fast-food sector and the entire market, in particular, McDonalds' firm has been handled as a case study, the emergence of the brand in the first place, its development process as a global fast-food brand across the world, and its entry into the fast food market in Turkey are examined from a historical perspective. It is discussed. Then, the market share of McDonalds' hamburgers was tried to be analyzed by comparing them with the market shares of other fast-food brands and products. The market concentration and competition structure observed in the fast-food sector throughout Turkey were intended to be made using certain indexes accepted in the literature, but insufficient statistical data on the industry limits research. In this context, the market concentration levels in the fast-food sector in the Turkey in this study were tried to be analyzed via firm Concentration Ratio-CRn and Herfindahl-Hirschman index. As a result of the analysis, it has been determined that the market concentration rates of the mentioned global brands in the fast-food industry are at a high level and the level of competition is close to the oligopoly market. It has been observed that an oligopolistic market structure has developed in the market where fast-food style foods are consumed, away from the perfect competition market. As a result of the analysis, it has been determined that the concentration rate in the Fast-food industry in Turkey is quite high and the level of competition is close to the oligopoly markets. It has been determined that global brands have more and more market share in the current fast-food market in Turkey, increasing the number of branches and their geographical prevalence thanks to their power, recognition and capacity to rapidly integrate into the market. In summary, it has been observed that a small number of international fast-food brands have come to dominate the market by increasing the number of restaurants they own and their share of the consumption pie in Turkey over the years. This has brought about the oligopoly market structure in the sector in question.