Millennial Fast Food Trends: Impact on the Fast Food Industry

Millennial Fast Food Trends: Impact on the Fast Food Industry

Fast Casual Dining establishments, Millennials and the Evolution of the Fast Food Industry in America

When we think of fastfood restaurants, we think of slimy fries, burgers, fried hen, sugary pastries and calorie-laden soft drinks. This phenomenon has been the case in America for a while with fast food franchises including McDonald’s, Wendy’s, Burger California king and White Castle owning the market. However , over the past two decades, fast food in America has little by little changed from greasy french-fried potatoes and burgers at McDonald’s to deli sandwiches as well as milkshakes at Panera Loaf of bread or Chipotle. This occurrence is known as the rise with the ‘fast casual’ restaurants which provide the casual dining experience of healthy, organic meals created with produce that is sourced close by but served at the speed and convenience that one might experience at a fast food eating place. This trend points to a new fast-food industry that is altering and becoming healthier while even now maintaining the convenience and the relatively low price point that made fast food restaurants so successful in the first place. This essay will present evidence on how the fast-food in America is changing simply by becoming healthier, exotic, easy to customize, ethical and ambient as well as the role that fast casual restaurants and Millennials are generally playing in driving that change.

The greatest driver of this shift in the fast food industry is the elevated health consciousness of Americans. According to Miller (182), the natural food movement which started in the 1960s has been quite successful in educating Tourists about the dangers of highly processed foods, Genetically Modified Organisms (GMOs) and the poisonous pesticides that are used in modern agriculture. Instead, the movement implored Americans to eat locally grown foodstuff natural and healthy dinners. The success of this movement has had a detrimental impact on classic fast-food restaurants who have generally come under attack with regard to selling high-calorie meals that are unhealthy and cause being overweight, diabetes and high blood pressure. Classic fast food restaurants have also been falsely accused of advertising unhealthy dishes 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 take out restaurants and constant threats of class action lawsuits through those who think their medical problems have been caused by eating junk food (Dixon et al. 104). In order to deal with this happening, fast food restaurants have greater the number of healthy meals particular menus, but their uptake has not been very high.

The rise involving fast casual restaurants could be attributed to the fact that they work healthy food with the same advantage as fast food restaurants. Eagan (178) reports that it is on account of this health consciousness that this “number of diners browsing fast-casual restaurants grew in ten times the rate regarding traffic to fast-food restaurants coming from 1999 through 2014. ” Fast-casual restaurants have grown throughout popularity due to their healthy, fresh made offerings at a low price along with high convenience. Food restaurants such as Panera Bread and also Chipotle are fast laid-back restaurants that have succeeded in 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 rapidly and convenient manner (Treflis Team 1). It appears that innovations in fast food in America will include considerably more fast-casual restaurants.

The tastes of american citizens have also changed, with Millennials being more adventurous using food tastes. Due to the climb of social media, Americans now are more aware of exotic repas such as Mexican, Greek, Jewish, Italian and Chinese and maybe they are more willing to try these people (Williams 1). Moreover, consuming exotic meals and leaving a comment them on social media boosts the social capital of Millennial leading to a sharp rise in all their demand. Since traditional fastfood restaurants still offer regular meals such as burgers, fries, and chicken they are becoming edged out by fast-casual restaurants which offer a wide range of exotic meals which customers can easily customize in a dozen different ways. The ability to customize meals is specially important to Millennials who are now the dominant working technology in America as they see foods as an extension of their style (Eagan 177). These developments point to a future where junk food will consist of exotic along with international cuisines which will be highly customizable.

Another shift in food perspective that has been experienced in America could be the increased need to eat within an environmentally friendly and socially informed manner. There is an increase in the desire to eat food that has been sourced locally to support local farmers and local economies and also to eat food that has is grown in an ecological manner (Miller 182). Frequently , the food served at regular fast food restaurants violates these kinds of ideals as the breeding of those animals is done in galetas, the food is grown employing pesticides, and they do not assistance local farmers. On the other hand, fast casual restaurants often espouse these ideas and more Tourists, especially Millennials are choosing rapidly casual restaurants over regular fast food restaurants to express their very own beliefs on ethics connected with food sourcing. In the future, ready made meals is likely to be ethically sourced by local farmers using natural and organic and pasture raised substances.

The grow of social media and the prefer to share one’s activity to get social capital has also transformed what Millenials require of fast food joints by boosting the patronage of spots and food that is picture perfect, and that can be posted on social media sites such as Instagram (Williams 1). Social media requires that restaurants have great ambiance and artistically presented meal that is ‘Instagram ready’ even though they are not fine dining eating places, and they are willing to pay a little more for your experience. Fast-casual restaurants including Chipotle have capitalized about this by having a brick and stainlesss steel theme with high ambient lights that has attracted Millennials throughout droves (Dixon et jordlag. 104). These changes signify traditional fast food restaurants are being edged out by fast-casual restaurants which provide a wonderful ambiance that can provide social media marketing likes for Millennials. Using this trend, it looks like fast food eating places will have to become posh 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 income to spend eating out, their behaviour about healthy food and the ethics of food sourcing and production have played a vital role in making fast food far healthier and fueling the grow of fast-casual restaurants. Based on Williams (1), Millennials can also be more likely to cook their meals than to eat out that might lead to a decline within eating out generally as many them get into the job sector and are earning salaries. Social media has also fueled these changes as it has made exotic cuisines more popular and also required that dining establishments become more chic and circling so that they can take photos as well as post them online with social media sites. The internet has also made it easier for in spread the message of healthy food, environmental consciousness, ethical food sourcing and the dangers of refined food in order to more people than before. This kind of generation will continue to impact not only the fast food marketplace but food trends generally.

From the previous discussions, it is clear the fact that fast food industry in America is usually poised for significant improvements as a result of increased health consciousness, fast casual restaurants, and the Millennial generation. The future of take out is likely to include healthier foods, exotic food, ethically sourced ingredients, and more choices. In addition, fast food restaurants are likely to be far more chick and ambiently ornamented even as they focus on offering food as fast as possible through self-service kiosks, online ordering, as well as 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.