There is change happening in particularly fast-food restaurants that have survived the test of time, resulting in demand from the info-savy consumer and market. We can clearly see this is not good for fast-food restaurants unless they act sooner then later and do something about it.
Given that McDonalds is the second largest fast food chain here in Canada it is only a given that it has been a struggle in recent years for them. Starting with the ‘ask us anything’ campaign may have given some leeway to a better ora but has it been enough?
Recently I just read: McDonalds is revamping some of it’s positioning in the market. Given their past marketing efforts maybe at a loss and not necessarily working anymore. Given the large shift in the consumers perspective and knowledge.
In the article they said they are introducing digital kiosks which give customers the the ability to order premium hamburgers with almost 30 options. This being one of an ‘array’ of initiatives the company is investing in trying to produce returning customers.
Was their incentives only money driven?
I may not be a genius on this topic, but it is plain to see that these legends in fast food are now starting to shift because of their financial decline. But should it just be the money that enforces this change? Maybe customers are realizing that the money was the only driver in their shift. So why trust a company that will only change their food just because they are loosing market shares? Consumers want to know they are eating healthy food that isn’t crammed with chemicals to begin with. Where is the moral behind all of this? And the big question is, is it too late for them to recover?
Take A&W for example. Their transformation in how they market has brought on a new view of how diners perceive their brand. Although may still be considered ‘fast-food’ they have made efforts to newly revise their menu as well in other areas like introducing stainless steel cutlery to beat down on waste, tray to table service and new coffee mugs and plates.
A few years ago they were considered a dying brand but started to revamp and reconsider their position back in 2013. Their commercials state how they have non GMO products and launched it’s “Better Beef” campaign that same year. Although still facing some controversy, I feel they are headed in the right direction.
How this is effecting the young generations?
According to this article here; even kids aren’t eating fast food anymore. *jaw-drop*
According to Anthony Gucciardi: ‘Between 2003 and 2010, the percentage of children eating fast food on any given day went from a high of 39% to a lower 33%. It’s not perfect, but it’s also data from 2003-2010. I suspect if we examined the data from 2010 into 2016, we would see a much sharper decline.’
The Fast-Casual Outbreak:
The rise in the fast-casual sector have shown a new generation of ‘fast-food’ breaking into the see of food options. By definition from Wikipedia: A Fast Casual restaurant is a type of restaurant in the United States that does not offer full table service, but promises a higher quality of food with fewer frozen or processed ingredients than a fast food restaurant. It is a concept used in the United States, positioned between fast-food and casual dining.
Seeing big numbers in this area shows it is becoming one of the leading ‘restaurant-types’ showing a new way to position an establishment in a changing market. Although US is dominating this change it doesn’t mean Canada is much far behind.
So how do you feel about these changes happening with the big fast-food chains? As a consumer or possibly a franchise owner or an independent restaurant owner? How do these changes effect you? I would love to know.
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