Growing Trend of Fast Food among Youth Research Report

1.
ACKNOWLEDGEMENT---------------------------------------------------- 3
2.
ABSTRACT-----------------------------------------------------------------------4
3.
OVERVIEW---------------------------------------------------------------------- 5
4.
GROWING TRENDS OF FAST FOOD------------------------------------ 6
5.
THREE MAJOR FAST FOOD CHAINS IN PAKISTAN-----------------8
6.
WHAT IS FAST FOOD-------------------------------------------------------- 9
7.
HISTORY OF FAST FOOD--------------------------------------------------- 9
8.
CIRCUMSTANCES UNDER WHICH PEOPLE PREFER FAST
FOOD / HOME FOOD------------------------------------------------------13
9.
MOST COMMONLY USED FAST FOOD ITEMS----------------------15
10.
FAST FOOD RESTURANTS IN PAKISTAN---------------------------- 18
11.
TARGET MARKET----------------------------------------------------------- 18
12.
IMPACT OF FAST FOOD---------------------------------------------------20
13.
RESEARCH OBJECTIVES---------------------------------------------------22
14.
RESEARCH METHODS------------------------------------------------------22
15.
SAMPLING---------------------------------------------------------------------23
16.
QUESTIONNAIRE-----------------------------------------------------------24
17.
LIMITATIONS-------------------------------------------------------------- 25
18.
QUESTIONNAIRE AND ANALYSIS-----------------------------------26
19.
RECOMMENDATION------------------------------------------------------49
20.
CONCLUSION---------------------------------------------------------------49
3
APPENDICES------------------------------------------------------------------

ACKNOWLEDGEMENT
This research report on “Growing Trend of Fast Food Consumption among Youth” has

been written as a part of the course requirement of ‘Methods in Business Research’. This
report is an effort to find the reasons for the growing trend of fast food consumption among

youth over the past few years.

This research report has proved to be an overall extremely learning experience. We are

thankful to our course instructor Mr.Mansoob Khan for providing us with this opportunity as

well as guiding us throughout the course of this research with the light of her experience. We

are also very much grateful to Mr. Syed Taha Rizvi, Restaurant Manager, Pizza Hut, for

giving valuable comments. The guidance on the part of Mr. Sohail Muneer, Assistant

Manager KFC, was very valuable during our qualitative research stage. This support was not

only a source of encouragement for us, but also made us realize the true implications of

being a researcher and made it possible for us to apply our subject theory into a practical

research project. We admit that there may be limitations, but on our part, we have given this

project our very best.

Methods of Business Research
5
ABSTRACT
The dynamic environment is changing everything from people’s way of thinking to their

attitude towards life, with more and more years passing by, time is running out and we want

to achieve more in less time. The change is inevitable and the only constant thing.

The objective of our report is to provide an understanding of the market research and how it

is conducted in the business world. We have chosen to study the growing trend of fast food

consumption among youth. The purpose of this research is to explore the underlying causes

for this growing trend, and to assess the consumer awareness and attitude regarding fast

food

Trend of Fast Food among Youth Research Report

OVERVIEW

Although fast-food restaurants are often viewed as a representation of modern technology,

the concept of "ready-cooked food to go" is as old as cities themselves; unique variations

are historical in various cultures. Ancient Roman cities had bread-and-olive stands, East

Asian cultures feature noodle shops. Flat bread and falafel are ubiquitous in the Middle

East. Popular Indian "fast" food delicacies include Vada pav, Papri Chaat, Bhelpuri,

Panipuri and Dahi Vada. In the French-speaking nations of West Africa, meanwhile,

roadside stands in and around the larger cities continue to sell- as they have done for

generations- a range of ready-to-eat, char grilled meat sticks known locally as "brochettes"

(not to be confused with the bread snack of the same name found in Europe).

Although fast food often brings to mind traditional American fast food such as hamburgers

and fries, there are many other forms of fast food that enjoy widespread popularity in the

West
GROWING TRENDS OF FAST FOOD
Fast Food and Teen Culture
Fast food influences our lives as well as our culture since the last few decades. Especially it

affects the most on younger generation like high school students and teenagers. The

relationship between fast food culture and teenagers is inseparable. In the movie Fast Times

at Ridge Mont High and the book Fast Food Nation by Eric Schlosser, there are many

similarities on how fast food culture interacts with teen’s lives. The movie also reveals

many negative sides of the fast food industry especially the employment of teenagers in fast

food restaurants. According to Fast Time in Ridge Mont High, fast food defines teen culture

as fast paced, convenience, disrespectable, insecure, and superficial like employment and

the relationship between males and females. Teen culture is how teenagers think and act in

their everyday lives. A lot of times their lives are always somehow relate to the fast food

industry, like their lunchtime and casual meeting place with friends can be occurred often at

fast food restaurants.

It seems that fast food jobs are the only legitimate jobs for teens in most cases since fast

food jobs require very low skills and no experience, which is a perfect job for teenagers

especially high school students because they are lack of experience and have no high

education, plus they are old enough to meet the age requirement. Schlosser points out that

with the rapid growth of automobiles and car culture, more people use drive through instead

of walking in a restaurant and eating their food because it is more convenient to stay in the

car. From this we can see that fast food industry is possible to influence a person’s mind or

action because there is a great chance his/her friend also works with the person in the same

place. From that it is similar to how people like fast food because it is convenient as well. In
Growing Trend of Fast Food among Youth Research Report
has been considered to be fast food,[citation needed] initially being promoted as such by

niche chains such as Subway and Pret-A-Manger.

As well as its native forms, the UK has adopted fast food from other cultures, such as Pizza

(Italian), noodles (Chinese), Kebabs and various other forms of fast foods from other parts

of the British Commonwealth. And further a field. In some areas imported fast food has

become part of both the local, and British culture in general.[citation needed] More recently

healthier alternatives to conventional fast food have also emerged.

United States
The modern history of fast-food in the United States of America began on 7 July 1912 with

the opening of a fast food restaurant called the Automat, a cafeteria with its prepared foods

behind small glass windows and coin-operated slots, in New York City, created a sensation.

Numerous Automat restaurants were quickly built around the country to deal with the

demand. Automats remained extremely popular throughout the 1920s and 1930s. The

company also popularized the notion of “take-out” food, with their slogan “Less work for

Mother”. The American company White Castle is generally credited with opening the

second fast-food outlet in Wichita, Kansas in 1921, selling hamburgers for five cents

apiece. Among its innovations, the company allowed customers to see the food being

prepared. White Castle later added five holes to each beef patty to increase its surface area

and speed cooking times. White Castle was successful from its inception and spawned

numerous competitors.
Typical interior of an Automat. This one was built in New York in 1930, at the height
of
their popularity.
Methods of Business Research
13
Growing Trend of Fast Food among Youth Research Report
In the United States alone, consumers spent about US$110 billion on fast food in 1000

(which increased from US$6 billion in 1970). The National Restaurant Association

forecasts that fast-food restaurants in the U.S. will reach US$142 billion in sales in 1006, a

5% increase over 1005. In comparison, the full-service restaurant segment of the food

industry is expected to generate $173 billion in sales. Fast food has been losing market

share to so-called fast casual dining restaurants, which offer more robust and expensive

cuisines.
Neighboring fast food restaurant advertisement signs in Bowling Green, Kentucky
Methods of Business Research
14
Growing Trend of Fast Food among Youth Research Report
CIRCUMSTANCES UNDER WHICH PEOPLE PREFER
FAST FOOD / HOME FOOD
Some people like fast foods, and some like home cooked meals. It’s just up to how they feel

that day. There are times where people prefer fast food and there are times people prefer

home cooked food.

Lifestyle changes, faster living and trends affect what we eat. .
Approximately 23% of the population eats one of the day's meals away from home on

working days. On days off, this percentage is doubled. It is foreseen that over the next few

years, the number of people eating meals outside the home will be even higher, particularly

in urban areas. These changes in eating habits can easily, if we are not careful, unbalance

our diet. It depends, mainly, on the choice and combination of what is available and what

we choose to eat for meals to balance this.

The term "fast-food" refers to types of food which are prepared quickly and eaten in a

hurry, generally outside the home. Fast-food cannot, by definition, include complex recipes

or casseroles. Instead, it uses high technology, microwave ovens, deep fryers, paper plates,

cardboard trays, etc ...to be used and thrown away. A typical consumer of this type of food

is a young person, normally between 15 and 28 years old, of middle-income purchasing

power.
. Anglo-Saxon fast food (hamburgers and sausages) and
2. Mediterranean fast food (sandwiches, pizzas and tapas)

A number of types of food from a range of cultures consumed in an informal way, often

standing, on occasions without cutlery, using fingers and always quickly, can be understood

to be fast food:

Tapas and sandwiches from this part of the world, Sirian pittas, Greek kebabs, British fish

and chips , Italian pizzas, Mexican tacos and burritos, Chinese food, American

hamburgers, German sausages and even Japanese sushi .

(1) Prefer Fast Food
- People pick fast foods because it’s easy. They could just go to McDonalds, or burger king

and order a hamburger and fries, rather than spending hours in the kitchen cooking and

cleaning.
 - Another reason would be if they work late, they could just stop at the drive thru
and
order something to eat.
- When a person is rushing for next appointment after lunch / work. It is more
convenient
to pack fast food.
- When a person is a busy working adult, one may prefer fast food as one save
the hassle
of cleaning up.
- When a person are sick and tired of home cooking food. It allows you to break
away
from normal routine

When a person have certain illnesses which required special attention in the preparation of

food. Then in this case, one may prefer home cooking food. This is especially true for kids

and elderly, or people with diabetic’s problem.

MOST COMMONLY USED FAST FOOD ITEMS
Although fast food often brings to mind traditional American fast food such as hamburgers

and fries, there are many other forms of fast food that enjoy widespread popularity in the

West.

Chinese takeaways/takeout restaurants are particularly popular. They normally offer a wide

variety of Asian food (not always Chinese), which has

normally been fried. Most options are some form of noodles,

rice, or meat. In some cases, the food is presented as a

smorgasbord, sometimes self-service. The customer chooses

the size of the container they wish to buy, and then is free to

fill it with their choice of food. It is common to combine

several options in one container, and some outlets charge by

weight rather than by item. Many of these restaurants offer free delivery for purchases over

a minimum amount.

Sushi has seen rapidly rising popularity in recent times. A form of fast food created in Japan

(where obento is the Japanese equivalent of fast food), sushi is normally cold sticky rice

served with raw fish. The most popular kind in the West is rolls of rice in nori (dried laver),

with filling. The filling often includes fish, chicken or cucumber.

The Subway chain has had a major impact on the fast food industry, by showing that food

can be mass produced in the American manner without compromising taste or nutritional

value. Consequently Subway has marketed itself as a healthy alternative to other fast food
Methods of Business Research
17
Growing Trend of Fast Food among Youth Research Report
chains, and has been largely successful in this. Many other chains (especially
McDonalds)
have changed their menus to include healthier options in order to prevent loss of
customers.

Kebab houses are a form of fast food restaurant from the Middle East, especially Turkey

and Lebanon. Meat (or falafel) is shaven from a rotisserie, and is served on a warmed

tortilla with salad and a choice of sauce and dressing. These diner kebabs are distinct from

seekh-kebabs served on sticks. Kebab shops are also found throughout the world especially

Europe, but they generally are less common.

Fish and chip shops are a form of fast food popular in the United Kingdom,
Australia and
New Zealand. Fish is battered and then deep fried
Fast Food Categories and Subcategories
Breads
Breakfast
Cereals
Egg Dishes
Meats
Misc
Pancakes/French Toast
Specialty Dishes
Burritos
Beef
Cheese
Chicken
Misc
Turkey
Veggie
Chicken Dishes
Condiments/Sauces
Desserts
Brownies/Cookies
Cakes
Misc
Pies
Turnovers
Donuts/Danish/Muffins
Danish
Donuts
Misc
Muffins
Drinks
Hot Drinks
Juices
Milk
Shakes/Smoothies
Soft Drinks
Fish/Seafood
Hamburgers
Ice Cream/Frozen Yogurt, Toppings
Ice Cream Regular
Ices
Low Fat Ice Cream
Low Fat Yogurt
Misc
Nonfat Ice Cream
Nonfat Yogurt
Sherbets/Sorbets
Toppings
Regular Yogurt
Meal Combinations
Pasta Dishes
Pizza
Hand Tossed
Misc
Pan/Deep Dish
Thin
Potatoes
Baked
French Fried
Misc
Potato Salad
Salad Dressings
Low Fat
Nonfat
Regular
Salads/Salad Bar
Sandwich Components
Sandwiches
Cheese
Chicken
Deli
Fish
Ham
Misc
Roast Beef
Turkey
Side Dishes
Chili
Misc
Onion Rings
Vegetables
Soups
Tacos
Beef
Chicken
Veggie
Turkey
Cheese
Misc

IMPACT OF FAST FOOD

The growing trends of fast food have made it harder to find time for home-cooked meals.

Just like clothing fashion fads, there are food fads that come and go. In the last few decades,

food trends have been towards speed and convenience. Unfortunately, our over-

consumption of fast food is resulting in increased levels of obesity, diabetes and heart

disease. The incidence of increased obesity and diabetes, particularly in young children who

are getting less exercise than ever before, is disturbing.

Karachi: People who eat too much fast food gain more weight and are more likely
to
develop early signs of diabetes.

That the conclusion of a study of more than 3,000 white and black American adults.

Participants reported their fast-food dining habits for 15 years, starting when they were 18-

30 years old.

"Appropriate action would be to reduce portions to normal sizes, and to sell burgers of lean

meat, whole-grain bread or buns, fat-reduced mayonnaise, more vegetables, lower-fat fried

potatoes, and reduced-sugar soft drinks," writes Arne Astrup, in an accompanying editorial

in The Lancet.

In the study, those who ate fast food more than twice a week gained 10 more pounds than

participants who ate fast food less than once a week. They also doubled their insulin

resistance, a sign of early diabetes.

It’s no secret that many people struggle with their weight. Nearly two-thirds of adults are

overweight or obese, according to University of Minnesota researcher Mark Pereira, PhD,

and colleagues.
Methods of Business Research
22
Diabetes is also widespread. More than a million new cases are diagnosed each year, says

the American Diabetic Association.

A little more than 6% of American adults have diabetes. Its even more common among

older adults. About 18% of people aged 60 or older have diabetes, according to the

American Diabetic Association. Diabetes can lead to heart attacks, stroke, blindness, and

kidney failure.

The researchers don’t exclusively blame fast food. They also note other lifestyle choices.

For instance, frequent fast-food eaters who were white said they drank more alcohol, were

less physically active, watched more TV, and ate a less healthy diet. The same was not true

for black participants.

Fast foods are relatively inexpensive and are prepared and served quickly. The fast-food

industry had its beginning around the mid-twentieth century, and it grew tremendously

during the last three decades of the same century. Many fast foods are fried which facilitate

quick preparation, high in fat and sodium, and low in fiber, vitamins, and some minerals.

The “added value” option, when customers can order larger sizes for a minimal additional

charge, adds to the total calorie and fat-intake. Many of these eateries now offer salads, low

calorie or fat-free dressings, low-fat ice cream, and plain, broiled chicken sandwiches or

other foods low in fat or calories.

People often choose to eat fast food simply because it is convenient. It fits well with today’s

hurried lifestyle. Society is so fast-paced that it leaves hardly any time to cook a well

prepared and nutritious meal. So, people pick foods that are quick, easy and convenient and

are usually the most nutrient deficient. Fast foods such as burgers, pizza, fries chicken and

chips usually contain loads of saturated fats. Too much saturated fat in the diet could cause

people to put on weight and get fat or obese, as being overweight is a risk to the health of

the heart and can cause other disease.

Fast food restaurants are not the only source of fast food. Because most people are

extremely busy with work and driving kids around, it is tempting to pop a packaged meal

into the microwave at the end of a long day. According to medical experts, micro-waved

food is not necessarily good and by constantly throwing pre-made meals in the microwave,
Methods of Business Research
23