Fast Food: Positive and Negative Issues - Report Example

Fast food: positive and negative issues I. Introduction The growing number of people who consume fast food supplies has resulted in a number of heathrelated and environmental issues. While studies have clearly demonstrated that habitual fast food consumption would lead to overweight and obesity, the changed life style of man has popularized what can be termed as a fast food culture. It is generally agreed that fast food stuffed with higher amount of salt and fat and contain imbalanced amount of calories that are harmful to one’s health. However, it is quite astonishing that branded fast food centres are on the rise in the U.K. This paper seeks to explore both the positives and negatives of fast food consumption, analyses the factors that led to the fast food culture and draws conclusions from various studies. II. Negatives of fast food a). Health issues and obesity: Studies and researches have clearly demonstrated that fast food habits would lead to a number of health related issues of which obesity adorns a dominant place. Martin Hickman (2005), in this respect, observes that the burger and pizza food items are stuffed with higher amount of salt and fat which are harmful to one’s health. Similarly, an investigative study into the food sold by four major fast food centres (McDonald’s, Burger King, KFC and Pizza Hut) showed that their fast-food meals contained ‘274 calories per 100g of food’ which was more than double that of home-made roast dinner (Hickman, 2005). There were also considerable inaccuracies in the nutritional information offered by these fast food centres. The number of children between two to fifteen years with overweight or obesity has grown three times higher in England since 1980 and, no doubt, the changing fast food culture has been partly responsible for this growth. There were also special efforts made by these fast food chains to target children in their promotions. There are many who argue that television advertisements for fast food aimed at children should be banned due to their adverse effects. The success rate of fast food brands depends on how consumers perceive them to be and as such the question whether it is the consumer’s responsibility or the retailer’s obligation to ensure the quality of fast food products seems irrelevant. However, it is essential that an effective fast food brand takes into account the ‘changing technological and global environment’ and this calls for the adaptability to sense changes in consumer tastes, consumer purchasing behaviour, brand perceptions and preferences. The danger of fat and carbohydrate content prevail in all food items and no doubt, the health related issues of fast food stem from habitual consumption. Richardson & Aguiar (2004), in this respect, argue that fast food companies in U.K often fail to meet the demands of the customers. The growth of the middle class, increasing number of women in the workplace, the advent of the microwave, and development of more urban areas have prompted many in the U.K to spend almost three quarters of the family food budget on fast food meals (Richardson & Aguiar, 2004). This transition in the fast food industry has also made customers more cautious and selective that they have started scrutinising fast food companies. The authors conducted a remarkable study to unearth the gap between customer’s preferences and the actual products in such leading fast food outlets as McDonald’s, Burger King, Pret-a-Manger, Domino’s and Supermarkets. The consumer reception of UK fast food industry rested on such attributes as its speed, convenience, choice, healthiness, predictability, aroma, cleanliness, presence of friendly staff and cost (Richardson & Aguiar, 2004). The primary aim of the study was to test in isolation all these attributes among the above mentioned fast food outlets and for this a survey was carried out in London in 2003. 68.3 percent of the participants in the study were women as they are the corner stones of the fast food industry. Majority of the participants were aged between 17 to 49. The results of the study pointed out that even though the traditional fast food brands have stronger brand recognition, the role of supermarkets acting as agents of fast food supply increased considerably. This clearly demonstrates that the public perception of supermarkets as reliable fast food outlets has increased tremendously as they hold a remarkable share of the fast food supply in the nation. Many of the respondents complained that today’s fast food products lack lesser fat content (68.7%), better service (48.6%) and both organic ingredients and biodegradable packaging (41.4%) whereas lack of broader vegetarian selection and friendly staff were emphasised by many (Richardson & Aguiar, 2004). The conclusions of the study thus pinpoint that the traditional attributes guiding consumer behaviour such as taste and cleanliness have given way to such satisfaction based factors as cheap food and speedy service. b). Environmental issues: In the outset one may think that what environmental issues are caused by the consumption of fast food. However, from a close analysis, it can be observed that the fast food culture has affected the environment quite adversely. The book, Exploring environmental Issues states that even though almost all thermoplastics are recyclable, it is not applicable to the bottles that are containing the fast food items. As colouring pigments and other use of the contaminants are there in such items, it is very difficult to recycle such plastics used for fast food contents. Even if recycling is done it is not possible to make it in the earlier form (Kemp, 2004, p.148). In analysing the matter it is very clear that the number of plastics scattered around the fast food centres aggregates much of the environmental problems. It is a common scene in almost all the tourist places that plastic bottles and tins are scattered around and as result many animals consume these plastics and which causes for their death. Moreover the overuse of the fast food tempts the farmers to leave from natural crops to artificial ones. This in total makes many problems to the living beings and to the environment in general. c). Food culture and Fast Food: The increasing demand for fast food makes much deterioration to the food culture too. Food is not mere tasty ingredients to pacify hunger. It has a culture and the food habits of a generation are very much attached to the culture of that group. When people are moving from the natural food to fast food it destroys their thinking process too. The basic reason for the demand towards fast food is man’s busy life because of which he has time to prepare and dedicate for their food. If this culture is continued, there is a tendency among the users to become more anxious and tensed. The culture of use and throw comes along with the continuous use of fast food. III. Positives of fast food There are many who resort to fast food to save time. One of the major positives of fast foods is their high potential to yield calorific counts. While these huge amount of calories usually form cholesterol and cause obesity, it is a fact that they can be converted into energy if the individual engages in proportional hard work. Similarly, as Rault-Wack and Bricas have pointed out, food can serve as a medium for the formation of cultural and collective identities; many corporate companies’ identities came to be associated with a particular food product or service (Richardson & Aguiar, 2004). This has given vent to the the ‘McDonaldisation’ phenomenon in the U.K society. Besides, there are many who argue that fast food tastes better even when some others argue that these tastes are merely superficial. However, as Sapla has rightly observed fast food industry like tobacco has the potential to get one addicted to ‘its texture, taste and the sensation of fullness after its ingestion’ (Richardson & Aguiar, 2004). The McDonald’s has been known for its popular tastes and its contributions to the Australian economy have also been recognised. The MacDonald’s built almost 62 percent of its restaurants in the 1990s; the increasing demand for fast foods and people’s spending power were the two factors that accelerated the demand for McDonald’s product (McDonalds Australia-A case study of a multinational operating within the Australian economy, p. 4). The immense success that McDonald’s fast foods products have gained worldwide are due to its ‘emphasis on quality and uniformity of product’, marketing strategies, trademarks and registered logos, and the high standard of the restaurants, and equipment layout. All these success stories of fast foods offer testimonies to the positives of fast food. Of course, many are against the habit of fast food but in real life many turn out to be its principal consumers too. It bears much positive sides too. In the present world people are very busy. The atmosphere in office and at other work places compels their presence. Food is essential for human beings. And in this juncture fast food serves as a possible alternative for many. They can have food while working and enjoy the food. Today a market analysis show that the fast food stalls can capitalize the enthusiasm of the users by ensuring the quality and their brand. They may be good at branding the burgers, shakes and fries of different items. And this enhances their popularity among the people (Shurtleff & Aoyagi, 1982, p. X). No one can deny the role the fast food is serving in the present society. It has become an essential part of the society. Today, different fast food centres ensure quality for their products and soon these items become branded among the users. So fast food is having many positive sides too. IV. Conclusions To conclude, it can be stated that the number of fast food centres is increasing day by day in the U.K just as it was in the case of the United States. Even when people are well aware of the adverse effects of fast food culture, it is quite paradoxical that fast food companies are competing each other to produce latest products that cater to popular tastes. Analysing both the positive and negative aspects of the fast food culture, one can easily find that its disadvantages outweigh its merits. The busy life of the people, easy access to fast food, and the emergence of more and more branded companies and supermarkets have all facilitated the growth of fast food chains. In many aspects the habit of consuming fast food causes obesity, cancer, and other chronic problems both physically and mentally but still people do not refrain themselves. No doubt, people go after fast food for taste whereby they loose their health. References: Hickman, M. (2005, December). Fast food ‘healthy options’ still full of fat and salt. Retrieved March 13, 2011, from http://www.independent.co.uk Kemp, David D. (2004). Exploring environmental issues: an integrated approach. Illustrated ed: Routledge. McDonalds Australia-A case study of a multinational operating within the Australian economy. Retrieved March 13, 2011, from: http://www.diversityaustralia.gov.au Richardson, J & Aguiar, K. (2004). Consumer change in fast food preference. Retrieved March 13, 2011, from: https://ifama.org/events/conferences/2004/cmsdocs/Richardson1004.pdf Shurtleff, W & Aoyagi, A. (1982). Using tofu, tempeh & other soyfoods in restaurants, delis & cafeterias. Illustrated ed: Soyinfo Center, 1982. Read More