Millennial Fast Food Trends: Influence on the Fast Food Industry
Fast Casual Dining establishments, Millennials and the Evolution on the Fast Food Industry in America
When we think of take out restaurants, we think of greasy fries, burgers, fried poultry, sugary pastries and calorie-laden soft drinks. This phenomenon has been the case in America for a very long time with fast food franchises for example McDonald’s, Wendy’s, Burger Full and White Castle ruling the market. However , over the past 2 decades, fast food in America has slowly changed from greasy fried potatoes and burgers at McDonald’s to deli sandwiches in addition to milkshakes at Panera Bakery or Chipotle. This occurrence is known as the rise of the ‘fast casual’ restaurants which provide the casual dining connection with healthy, organic meals created with produce that is sourced close by but served at the speed and convenience that one would experience at a fast food cafe. This trend points to any fast-food industry that is transforming and becoming healthier while continue to maintaining the convenience and the somewhat low price point that made fast food restaurants so profitable in the first place. This essay will show evidence on how the fast-food in America is changing by simply becoming healthier, exotic, custom, ethical and ambient plus the role that fast everyday restaurants and Millennials are generally playing in driving this particular change.
The largest driver of this shift within the fast food industry is the elevated health consciousness of Americans.www.urgentessay.net As per Miller (182), the organically grown food movement which were only available in the 1960s has been really successful in educating Tourists about the dangers of highly processed food, Genetically Modified Organisms (GMOs) and the poisonous pesticides that are used in modern agriculture. As an alternative, the movement implored People in america to eat locally grown foodstuff natural and healthy meals. The success of this movement has had a detrimental impact on standard fast-food restaurants who have usually come under attack for selling high-calorie meals which might be unhealthy and cause obesity, diabetes and high blood pressure. Classic fast food restaurants have also been offender of advertising unhealthy foods to children and using made with chemicals and highly refined elements to make their meals. This particular increased health consciousness contributed to reduced sales in fastfood restaurants and constant threats of class action lawsuits via those who think their health issues have been caused by eating fastfood (Dixon et al. 104). In order to deal with this happening, fast food restaurants have increased the number of healthy meals on the menus, but their customer base has not been very high.
The rise regarding fast casual restaurants might be attributed to the fact that they function healthy food with the same advantage as fast food restaurants. Eagan (178) reports that it is resulting from this health consciousness the fact that “number of diners traveling to fast-casual restaurants grew from ten times the rate connected with traffic to fast-food restaurants via 1999 through 2014. ” Fast-casual restaurants have grown in popularity due to their healthy, clean made offerings at a low price in addition to high convenience. Food places to eat such as Panera Bread and Chipotle are fast informal restaurants that have succeeded in providing healthy meals conveniently. These restaurants have self-service kiosks and drive by means of windows to compete effectively with fast food restaurants by offering healthy meals in a quick and convenient manner (Treflis Team 1). It appears that the future of fast food in America will include a lot more fast-casual restaurants.
The tastes of Americans have also changed, with Millennials being more adventurous with the food tastes. Due to the grow of social media, Americans are more aware of exotic cuisines such as Mexican, Greek, Jewish, Italian and Chinese plus they are more willing to try them (Williams 1). Moreover, consuming exotic meals and publishing them on social media raises the social capital of Millennial leading to a sharp rise in their very own demand. Since traditional take out restaurants still offer conventional meals such as burgers, fries, and chicken they are being edged out by fast-casual restaurants which offer a wide range of incredible meals which customers can customize in a dozen various methods. The ability to customize meals is especially important to Millennials who are right now the dominant working era in America as they see foods as an extension of their character (Eagan 177). These trends point to a future where fastfood will consist of exotic as well as international cuisines which will be extremely customizable.
An additional shift in food approach that has been experienced in America may be the increased need to eat in the environmentally friendly and socially mindful manner. There is an increase in the necessity to eat food that has been sourced in your area to support local farmers and native economies and also to eat food containing is grown in an eco-friendly manner (Miller 182). Often , the food served at traditional fast food restaurants violates these kind of ideals as the breeding of these animals is done in bouge, the food is grown applying pesticides, and they do not help support local farmers. On the other hand, rapid casual restaurants often espouse these ideas and more Us citizens, especially Millennials are choosing rapidly casual restaurants over conventional fast food restaurants to express their own beliefs on ethics connected with food sourcing. In the future, take out is likely to be ethically sourced by local farmers using natural and pasture raised elements.
The surge of social media and the prefer to share one’s activity to get social capital has also altered what Millenials require of fast food joints by improving the patronage of spots and food that is graphic perfect, and that can be submitted to social media sites such as Instagram (Williams 1). Social media requires which restaurants have great atmosphere and artistically presented foodstuff that is ‘Instagram ready’ no matter if they are not fine dining eating places, and they are willing to pay a little more for that experience. Fast-casual restaurants similar to Chipotle have capitalized on this by having a brick and metallic theme with high ambient light that has attracted Millennials throughout droves (Dixon et ‘s. 104). These changes signify traditional fast food restaurants are being edged out by fast-casual restaurants which provide a fantastic ambiance that can provide social websites likes for Millennials. From this trend, it looks like fast food restaurants will have to become posh to help compete effectively.
These changes in the fast food market can be attributed to the coming old of millennials who are today working and have disposable salary to spend eating out, their behaviour about healthy food and the integrity of food sourcing along with production have played the role in making fast food healthier and fueling the rise of fast-casual restaurants. As outlined by Williams (1), Millennials are also more likely to cook their foods than to eat out which might lead to a decline inside eating out generally as more of them get into the job industry and are earning salaries. Web 2 . 0 has also fueled these improvements as it has made exotic repas more popular and also required that dining establishments become more chic and enveloping so that they can take photos as well as post them online with social media sites. The internet has also really helped in spread the meaning of healthy food, environmental awareness, ethical food sourcing and the dangers of refined food to be able to more people than before. This generation will continue to affect not only the fast food marketplace but food trends on the whole.
From the former discussions, it is clear that this fast food industry in America is definitely poised for significant improvements as a result of increased health consciousness, fast casual restaurants, as well as the Millennial generation. The future of ready made meals is likely to include healthier meal, exotic food, ethically noted ingredients, and more choices. Also, fast food restaurants are likely to be far more chick and ambiently adorned even as they focus on offering food as fast as possible through self-service kiosks, online ordering, along with drive-through windows. It appears that fast-casual restaurants, the internet, and Millennials are going to be the drivers of the changes in the fast food industry.