Fast food: a new healthy way of eating?

21 Nov

Hey FF followers,
After talking about the common and key facts about fastfood, let’s take a look to a new trend of this market: the healthy way of eating fast food and the actions of main actors in order to become “green”.
For several years the importance of having healthy food is becoming a big concern in our country, indeed in 2009, 33% of the French population was over-weight. In order to fight against this phenomenon, the French State decided to take some measures to prevent it.
– The suppression of advertising for certain type of aliment
– Several mentions to incite people to eat well with the program “manger, bouger”
– Taxation of sugar products such as Sodas
As fast foods are seen as main actors in this problem, how did they react to that?

KFC Case:

At KFC healthy measures are described on the website:
– The chicken can now be cooked in oven in order to be healthier.
– They insist on the diversification as on the side dish level as on beverage level
Moreover, there is a description of the calories on several menus (chosen by the company):

If KFC uses its website as a way to broadcast their healthy campaign there is nothing else that is done on other levels such as merchandising, in practice the bucket of fried chicken still remain the king.

Quick case:
In the case of Quick, the willing to prove that healthy food can be providing by them is not that present.
Effectively there is no option on the website where we can calculate the calories of the menus or that provides advices to eat properly.
However, there are also healthy offers:
– First, Quick is the only fast food which proposes organic menu, with a sandwich, beverage and dessert.

– Secondly, they also suggest a large range of salad that they change depends on the season.

In term of packaging, Quick insists on the fact that they are recyclables, they change them in September 2011 (first time since 2006).

Mc Donald Case:
In term of giving a positive image of the fast food, Mc Donald is the pioneer and the actor with the more numerous incentives.
First they change in term of general merchandising, for 2005 Mc Donald change their main logo, to red and yellow they go with green and yellow to demonstrate their commitment into the sustainable development. Indeed with the renovation of their restaurants, they are using low consumption bulbs, recyclable packs and they manage to have wall of carrots and images of salad as decoration. If this step, make the restaurants more comfortable and nice, it also made the consumer guilty of having a regular Mc Donald menu.
In term of menu, Mc Donald is playing the card of the diversification, especially with the opening of Mc Café corners and more recently with salad bars.

These salad bars should be opened in the more crowed space, in space of 100m2 which will separate from the regular Mc Donald corners. The price of this new service should be around 7€ for a regular salad.
Moreover, in order to explain to people what they are eating, Mc Donald is writing on every pack the calories of each hamburger, frites… In addition of that Mc Donald is proposing an additional recipe for their famous burger the bic mac. Indeed, they are proposing a recipe with some complete bread.

On the website, the nutrition dimension is also very important, there is a tab about it on the website giving advice in order to eat well.

They also insist on the children menu, they add the possibility to have yogurts, fruits, vegetables instead of the regular coke and French fries, it was the first menu they modify in order to meet the expectations of the program manger, bouger.

As a conclusion, the three main actors are surfing on the trend of the health and are trying to pay more attention on the health of their consumers.
However, when Mc Donald is relatively rethinks its strategy around this concept, Quick and KFC are just making some efforts in order to propose various types of plates and please the larger target.


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