Fast Food Industry : The World 's Largest Restaurant Chain And Now Essay

In Amanda Roadarmel’s essay “Starbucks: More Than Just Coffee” published in the Arak Journal, she describes the many reasons why people go to Starbucks and the marketing ploys behind them. Using college students as one of her main examples, she describes the ways in which Starbucks caters to their customers. She argues that Starbuck’s main draw is not their food and drink but the lifestyle that is associated with the chain. This lifestyle is what draws people to pay four dollars for coffee as the consumer sees the price as not just a coffee price but the price its cost for the comfort of being a Starbucks person. Starbucks describes its average consumer as middle aged, well-educated, middle class Americans.

McDonalds was founded in 1943, and 1967 British Colombia was its first international expansion, advertising to middle and upper class. McDonalds decided to expand internationally, due to the enormous success in America. There was heavy research involved in the expansion. Through globalization and internationalization, McDonalds were able to develop marketing strategies according to cultural needs, to serve specific target markets. McDonalds enter India’s foreign market and 1996 and is a tough foreign market to enter, but with McDonald’s success they were able to earn high revenue in India. The success strategy is researching and the development of food. McDonalds thoroughly analyzed the preferred taste, especially to not offend locals. Their key to success is to “think global, act local.”

More than an exposé of the fast-food industry, Chew on This is explicit about why kids need to be informed. The authors profile real teens whose lives have been affected by fast food. They talk to an eighteen-year-old boy who decides to have gastric bypass surgery; a twelve-year-old girl in Alaska who launched a "Stop the Pop" campaign to remove soda machines from her school; a teenage boy who helped unionize the McDonald's franchise where he worked — the first to do so — only to see the restaurant close shortly after; and two sisters living on a traditional ranch.

In our society, we can see many different kinds of social setting and one of the most common settings is coffee shop. Indeed, there is at least one coffee shop on each block. According to Coffee Association of Canada, the market size of coffee industry in Canada is more than 6.2 billion dollars. It shows that how big and important this social setting is. Among a lot of coffee shops, Starbucks, Tim Horton, and Second Cup are the biggest and the most popular franchisers in Canada. If the purpose of visiting coffee shop is only for coffee itself, they might have not been grown like these days.

According to a study by Market Force Information, there is still considerable room for growth in the coffee house and snack chain industries. In a recent survey, data shows most consumers visit a coffee shop around once a week, with 70% reporting that they go to coffeehouses or snack restaurants less than five times a month. Many reported that they use time at a coffee or snack restaurant to reflect, or as an escape. That, paired with the fact that just 4% of consumers reported trying a new coffeehouse or snack restaurant in the last 30 days, indicates big room for growth for chains.

The majority of Americans enjoy fast food like bees enjoy their honey. Fast food is hard not to love due to families experiencing fast paced days, parents who work more than 20 hours a week, and having children with picky appetites can be rough. For most American families, it can be a challenge to not consider eating fast food more than once a week. The fast food industry has grown tremendously through the years. The one restaurant that is known all over the world for their golden arches and their big macs is McDonalds. With knowledge and personal experiences, I can say that McDonalds is by far the worst fast food restaurant in America. I believe this due to how unhealthy the food is for our bodies, the disturbing facts about the happy meals, the poor service, and the non-cleanliness of the restaurant.

Working in a slaughter house is one of the most dangerous jobs on earth. Workers in these factories risk their lives and limbs on a daily basis, all the while making the factory owner's rich. These blue collar jobs are becoming increasingly dangerous as can be seen in both “The Jungle” to the “Fast Food Nation”. Through both the works of Upton Sinclair's “The Jungle”, written in 1906, and Eric Schlosser’s “Fast Food Nation”,, published in 2001 it is clear that the behind-the-scenes picture of the meat-packing industry, not much has changed in the past hundred years.

Imagine a world where almost everyone is overweight, and cultural and family traditions do not exist. Eric Schlosser's book Fast Food Nation: The Dark Side of the All-American Meal explores the effects of the spread of fast-food companies like McDonald's to other countries. In his chapter “Global Realization” Eric Schlosser claims that “The global expansion of American fast food is homogenizing cultural identities; like Las Vegas, it offers “a brief sense of hope… that most brilliant illusion of all, a loss that feels like winning” Schlosser carefully selects and organizes information to advance his claim by using direct evidence as well as more subtle methods. In order

One of the most shocking books of the generation is Eric Schlosser’s Fast Food Nation. The novel includes two sections, "The American Way" and "Meat and Potatoes,” that aid him in describing the history and people who have helped shape up the basics of the “McWorld.” Fast Food Nation jumps into action at the beginning of the novel with a discussion of Carl N. Karcher and the McDonald’s brothers. He explores their roles as “Gods” of the fast-food industry. Schlosser then visits Colorado Springs and investigates the life and working conditions of the typical fast-food industry employee. Starting out the second section, Schlosser travels to the western side of Colorado to examine the effects presented to the agriculture world in the new

The “Coffee Wars – The Big Three: Starbucks, McDonald’s and Dunkin’ Donuts” article focuses on the company analysis of the Starbucks brand and how its main competitors, McDonald’s and Dunkin Donuts, has affected their brand and driven competition higher. Even though there are many companies trying to enter the specialty coffee market, these three companies own the majority of the market share. With Starbucks’ top quality and above average prices they hold a different market than the fast coffee/food market of Dunkin’ Donuts and Starbucks; yet the competitive moves Dunkin’ Donuts has made over the years in order to compete with Starbucks and surpass McDonald’s has driven competition up between all three companies. The competition has stiffened ever more in the past ten years due to the changing economy. This led to “the big three” to come up with different techniques to gain competitive advantage over the other. Although the competition between these companies is to gain most of the market share, consumers are still loyal to a certain brand; this makes it difficult to gain each other’s clientele. McDonald’s continues to appeal to customers who want value and speed, Dunkin’ Donuts focuses on the middle-class, while Starbucks a customer who desires a higher quality product along with being recognized for using the brand.

Café Coffee Day was able to transform the tea drinking market of India into a successful café coffee market industry throughout the country. This “new” concept of coffee and cafés were to appeal to the younger generation who desired to socialize more but just needed a place to do so. Café Coffee Day was able to commandeer the coffee market and appoint themselves as the top coffee chain in India. Café Coffee Day was capable to be extremely successful until a large competitor, Starbucks, was launched in India. Starbucks attracted the established individuals and middle aged people who were able to afford its pricier product. Café Coffee Day has a younger demographic consisting of teenagers and college students who were unable to pay for the

India, like many other Asian countries, has a tea drinking culture, but the coffee market is catching up and growing fast. This case talked about the stories of Café Coffee Day (CCD), the Indian coffee industry market leader, along with its competitor Starbucks from USA. CCD was founded in 1996 and by April 2013 it had around 3,000 stores within the Indian market. CCD had not faced any severe threat up till 2012 when Starbucks made its entry into the Indian market through a joint venture with Tata. As the world’s largest coffee chain company, Starbucks wanted to get a slice of the cake. In 2013, it opened 11 stores in Delhi and Mumbai.

India is traditionally a country of tea having consumed 10 times the amount of tea than coffee in 2011. Originally sold in mom-and-pop Shops and later in supermarkets, coffee culture began to take shape when Café Coffee Day opened its first store in 1996. Originally founded by V.G Siddhartha as a way to maintain and further his previous business venture of Amalgamated Bean Coffee Trading Company Limited. He originally established internet cafés under the brand name of Coffee Day Fresh, but by 2000 the internet became more available to the masses. This lade to a shift in tactics leading to a path of coffee dominance. Due to a nonexistent bar culture Café Coffee Day, or CCD, quickly became a place for people to safely meet for a drink. CCD stared to target the Indian youth by becoming a place to hang out with friends. CCD stores opened in urban areas with large youth populations. CCD would specifically target campuses, malls, and IT business areas. They also hit a windfall with the growing dating culture making their establishments an excellent place to have secret meet ups. With each of these factors in place they rapidly hit their goal of seeding café culture in multiple cities. Continuing to push their target demographic, CCD would often align themselves with youth culture. They would sell concert tickets, host contests and appear in movies. They would also push their Baristas to become friends with regular clients. This push worked well, with approximately 60% of their

The first external factor that is affecting CCD is the stiff competition entering the market, especially from foreign owned companies. Due to India’s rapidly growing economy and analyst reports of continued growth over the next fifty years, India is a desirable market for all types of companies including coffee retailers. Currently CCD is seeing competition from Italian coffee maker Lavazza, U.K. based Costa Coffee, and U.S. owned Coffee bean and Tea Leaf. More recently however, competitors Dunkin Donuts and Starbucks have started to open stores throughout India and have been gaining much publicity.

Today, Singapore enjoys a thriving free market economy and represents an important financial center for Southeast Asia. In this environment, it is not surprising that dozens of new businesses are opening each week in Singapore to take advantage of these boom economic times, including Western operations such as Starbucks and McDonalds, which offer fast service and a known quality. As the shop owner of a cafe in a quiet part of Singapore that serves a range of snacks, simple meals and non alcoholic beverages, the competition from these global brands may signal the beginning of the end unless aggressive marketing steps are taken today. To this end, this paper provides a review of the relevant peer-reviewed and scholarly literature to develop a marketing plan for such a café in Singapore, followed by a summary of the research and important findings in the conclusion.