Millennial Fast Food Trends: Affect on the Fast Food Industry
Fast Casual Dining establishments, Millennials and the Evolution on the Fast Food Industry in America
When we think of ready made meals restaurants, we think of oily fries, burgers, fried hen, sugary pastries and calorie-laden soft drinks. This phenomenon is the case in America for a period of time with fast food franchises for instance McDonald’s, Wendy’s, Burger Ruler and White Castle owning the market. However , over the past 2 decades, fast food in America has slowly but surely changed from greasy fried potatoes and burgers at McDonald’s to deli sandwiches along with milkshakes at Panera Loaf of bread or Chipotle. This trend is known as the rise in the ‘fast casual’ restaurants that offer the casual dining connection with healthy, organic meals made with produce that is sourced close to you but served at the rate and convenience that one would likely experience at a fast food cafe. This trend points to a fast-food industry that is adjusting and becoming healthier while even now maintaining the convenience and the somewhat low price point that produced fast food restaurants so profitable in the first place. This essay will show evidence on how the fast-food in America is changing simply by becoming healthier, exotic, custom-made, ethical and ambient and the role that fast unconventional restaurants and Millennials usually are playing in driving this change.
The largest driver of this shift in the fast food industry is the increased health consciousness of Americans.https://urgentessay.net/ As per Miller (182), the natural food movement which was founded in the 1960s has been incredibly successful in educating Americans about the dangers of highly processed meals, Genetically Modified Organisms (GMOs) and the poisonous pesticides which can be used in modern agriculture. As an alternative, the movement implored Tourists to eat locally grown food natural and healthy servings. The success of this motion has had a detrimental impact on conventional fast-food restaurants who have often come under attack for selling high-calorie meals that happen to be unhealthy and cause weight problems, diabetes and high blood pressure. Traditional fast food restaurants have also been charged of advertising unhealthy dishes to children and using unpleasant and highly refined materials to make their meals. This particular increased health consciousness has led to reduced sales in fastfood restaurants and constant hazards of class action lawsuits via those who think their illnesses have been caused by eating fast food (Dixon et al. 104). In order to deal with this occurrence, fast food restaurants have increased the number of healthy meals unique menus, but their customer base has not been very high.
The rise associated with fast casual restaurants could be attributed to the fact that they assist healthy food with the same benefit as fast food restaurants. Eagan (178) reports that it is as a result of this health consciousness the “number of diners going to fast-casual restaurants grew in ten times the rate of traffic to fast-food restaurants coming from 1999 through 2014. ” Fast-casual restaurants have grown with popularity due to their healthy, clean made offerings at a low price and also high convenience. Food restaurants such as Panera Bread in addition to Chipotle are fast casual restaurants that have succeeded within providing healthy meals quickly. These restaurants have self-service kiosks and drive by way of windows to compete successfully with fast food restaurants by offering healthy meals in a rapid and convenient manner (Treflis Team 1). It appears that innovations in fast food in America will include far more fast-casual restaurants.
The tastes of usa citizens have also changed, with Millennials being more adventurous with their food tastes. Due to the increase of social media, Americans have become more aware of exotic cuisines such as Mexican, Greek, Judaism, Italian and Chinese and maybe they are more willing to try these people (Williams 1). Moreover, feeding on exotic meals and placing them on social media improves the social capital of Millennial leading to a sharp rise in their own demand. Since traditional ready made meals restaurants still offer standard meals such as burgers, french fries, and chicken they are currently being edged out by fast-casual restaurants which offer a wide range of spectacular meals which customers can certainly customize in a dozen various ways. The ability to customize meals is very important to Millennials who are at this point the dominant working generation in America as they see meals as an extension of their persona (Eagan 177). These tendencies point to a future where take out will consist of exotic and international cuisines which will be remarkably 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 aware manner. There is an increase in the need to eat food that has been sourced hereabouts to support local farmers and native economies and also to eat food that has is grown in an good for the environment manner (Miller 182). Frequently , the food served at standard fast food restaurants violates these ideals as the breeding of these animals is done in bouge, the food is grown employing pesticides, and they do not help local farmers. On the other hand, rapidly 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 beliefs on ethics associated with food sourcing. In the future, take out is likely to be ethically sourced by local farmers using organic and pasture raised ingredients.
The grow of social media and the wish to share one’s activity for social capital has also changed what Millenials require involving fast food joints by growing the patronage of locations and food that is photo perfect, and that can be posted on social media sites such as Instagram (Williams 1). Social media requires in which restaurants have great atmosphere and artistically presented foodstuff that is ‘Instagram ready’ even when they are not fine dining eating places, and they are willing to pay a little more to the experience. Fast-casual restaurants including Chipotle have capitalized with this by having a brick and steel theme with high ambient light that has attracted Millennials in droves (Dixon et ‘s. 104). These changes mean that traditional fast food restaurants are edged out by fast-casual restaurants which provide a excellent ambiance that can provide social media likes for Millennials. Using this trend, it looks like fast food eating places will have to become posh in order to compete effectively.
These changes in the fast food marketplace can be attributed to the coming of age of millennials who are right now working and have disposable salary to spend eating out, their thought patterns about healthy food and the integrity of food sourcing as well as production have played an integral role in making fast food much healthier and fueling the increase of fast-casual restaurants. According to Williams (1), Millennials will also be more likely to cook their foodstuff than to eat out which can lead to a decline with eating out generally as really them get into the job market and are earning salaries. Social media has also fueled these improvements as it has made exotic foods more popular and also required that eateries become more chic and enveloping so that they can take photos along with post them online in social media sites. The internet has also made it easier for in spread the information of healthy food, environmental consciousness, ethical food sourcing and also the dangers of refined food to be able to more people than before. This generation will continue to affect not only the fast food market but food trends in general.
From the former discussions, it is clear how the fast food industry in America is usually poised for significant adjustments as a result of increased health brain, fast casual restaurants, along with the Millennial generation. The future of ready made meals is likely to include healthier food, exotic food, ethically found ingredients, and more choices. Furthermore, fast food restaurants are likely to be far more chick and ambiently furnished even as they focus on portion food as fast as possible through self-service kiosks, online ordering, and 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.