Research Report – Taking the Subway
EXECUTIVE SUMMARY This report provides an in-depth analysis of the conduct of a market research project exploring customer expectation, satisfaction and behaviour in relation fast food restaurants. Particular attention is paid to Subway restaurants outlining the key strategies needed in order to increase popularity and therefore visitor numbers.
The Research Focus forms the backdrop of the study highlighting the background of the problem of obesity levels and the availability of fast food choices. Secondary data investigates past research undertaken in customer satisfaction surveys and the market position of Subway in relation to its major competitors. The purpose of the study is also revealed here
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In United Kingdom, they forecast that Subway will have more stores than McDonald’s by 2008 (Kemp 2007). Much of Subway’s success can be attributed to its strong health message and with many cultures in the middle of wellness boom (Bounds, 2006). People now want fast food without the fat.
Globally, there is an increasing health problem related to weight and obesity. Research findings by the Better Health Channel (cited in Subway research contained in Appendix One) revealed that obesity is now a major societal issue with rates of obesity/overweight people rising from 52% of adult males in 1998 to 68% in 2000. The corresponding figures for females told a similar story with an increase from 36% to 53% for the same time frame. Inferences were made that fatty, unhealthy food was no longer acceptable and that competitors were beginning to move in on Subway’s territory.
Traditionally, the fast food industry has been associated with the cause of this health-related issue (Boyle 2004). Major fast food companies have been called to Federal Government summits to improve the quality of junk food (Wright 2007). While most of these major companies have now taken
In Jessica Lundgren’s essay, “Eating Fresh” in America: Subway Restaurant’s Nutritional Rhetoric, has stated many different strategies Subway uses in their commercials to persuade consumers that they are choosing the healthier choice when getting food at their fast food restaurants. Americans today are worried about what they can do to lose weight and maintain a good diet. Lundgren did a great job mentioning the five aspects to Subway’s nutritional claims that they follow which includes: the making of nutritional claims, a visual rhetoric that makes the restaurant’s “healthy” food options appear to be numerous and exciting, the comparison of the Subway product with the products of other, less “healthy” fast food restaurants, the clear indication
As many Americans know, there is currently an obesity epidemic that is sweeping the nation. With more food advertisements, bigger portion sizes, and Americans eating more calories than ever before; Linder makes his viewpoint very clear on how this is negatively affecting our nation. In his article “Fat of the Land”, Linder looks at all of the possible leading factors on who is to blame on the current situation in resulting of more than 60% of adults in America being overweight. The main contributing people to blame for the obesity epidemic is of course, the fast food industry. Linder’s main argument starts with his comparison of American’s calorie intake in the 1950’s, than comparing it to today. With stating the other side’s viewpoint on while advertisements and marketing are always surrounding the world around us; it is not forcing us to do anything. With his basic statement claiming that people will be people and at the end of the day, it’s their decision if they want to eat that 1,000 calorie filled Big Mac from McDonalds. Linder does a substantial job at informing the reader about the many dangers causing obesity, while also persuading them by giving tips to lead a well-balanced, healthier lifestyle.
In “Extraordinary Science of Addictive Junk Food” by Michael Moss is about the rising numbers of obesity in both adults and children throughout the United States. On the Evening of April 8, 1999, some of the biggest food industries CEO’s ad company presidents come together for a rare, private meeting. Discussing the emerging obesity epidemic and how they should deal with it. Big time companies food is lacking the nutrients that a person needs and is more concentrated on how to make it more desired. Keeping the customers coming for more. While the industries are gaining a profit, the customers are gaining a big belly.
“Although many health authorities insist that there is no such thing as junk food, consumers find it a useful term for distinguishing nourishing food from products whose chief appeal is fun, convenience, and addictive taste; ‘bet you can't eat just one’ ”(Junk Food). Americans are spending about $4.6 billion a year on potato chips, and 23.5 billion a year on candy and gum. 46 Percent of adult Americans eat out on a typical day, and one third of them choose fast food. That is because the fast food industry has slowly become one of the symbols of American culture and is spreading to other cultures as well: McDonalds has 26,000 locations in 119 countries, Pizza Hut has more than 10,000 in 86 countries, and Subway has 14,500 in 75 countries. Commercials, signs, and huge advertisements are pushing junk food at us every day; people cannot even go to the grocery store without candy bars being lined up right by the checkout. The junk food industry realizes how appealing it can be. When a person is in a rush, they can easily eat a large meal without having to make a lot of decisions, work, dress up, or get out of their car. The speed and convenience fit Americans’ pressured lifestyles. It does not fit, however, to our health and wellness. A fast food meal, such as a Burger King Double Whopper with cheese, contains 965 calories, more than double the amount of fat, and as much as 750 grams too much sodium
From a study completed by Chicago-based Research International USA completed a study called “Fast Food Nation 2008. The panel consisted of 1,000 respondents of ages 16-65 who provided their inputs with an online survey which was conducted between March 13 through 2008. Which was based on results on fast food restaurants like McDonald’s, Burger King, and Wendy’s are gaining popularity even through the economic hardship and recession. Marketing strategy has become more of influence on kids and young American’s. As population grows and the demand increases of fast food restaurants are expanding their stores to capturing more consumers. Fast food chains are also willing to change their menus to continue to gain and retain repeating customers.
Did you know that “every day 1 in 4 Americans visit a fast food restaurant? If that’s not alarming to you, then consider this, left unabated, obesity will surpass smoking as the leading cause of preventable death in America.” (Clark, Charles) Fast food has become a part of American culture. With the way the world is today who wouldn’t want to eat somewhere that can have you in and out in five minutes for fewer than five dollars? It has been made very clear that Americans love to eat as we rank number one most years as the world’s most obese nation, but it’s not just America. In his documentary, Morgan Spurlock notes that, “Popular fast food chains like McDonalds, now operate in more than 126 countries in six continents having more than 31,000 restaurants globally.” (Spurlock 2004) The most alarming part about all of these statistics is the groups they most affect. The catchy advertisements and addictive qualities of the food is what has everyone coming back for more. Fast food companies advertisements targeting the young and lower classes are the cause for the obesity epidemic in America.
Media plays a massive role I the epidemic, the sheer amount of advertisement that the public see for fast food and unhealthy foods have an effect, especially on children. Health risks are growing and psychological problems are rising. Obesity is weighing heavily on the country’s healthcare system and economy. Society’s perspective on obesity is unlikely to change, its understandable that some think it is self-inflicted but its important we shed some light on the medical issues that can also cause obesity. One of the biggest problems seems to be how accessible and convenient unhealthy foods are. At this present time obesity is killing three times as many people as
The fast food industry provides quick, cheap, and easy access to foods that in the customers opinion, is very delicious, and affordable, however this food which millions of people around the world are constantly consuming, could actually cause major health problems, and weight gain in the long run. Major fast food companies throughout the world know what they are doing when it comes to marketing towards all types of people. Some people will find numerous different things to blame for the epidemic of fast food making individuals overweight. In recent research on, or discussions of the fast food industry having an effect on people's health, a controversial issue has been raised, and that is the fact that this problem affects not only
Fast food restaurants are commonly associated with the topic of obesity. It is not uncommon for these restaurants to be blamed for the growing obesity rate in America, but how exactly do they contribute? Simply, obesity occurs when a
Junk food is the leading cause of obesity and other health related complications in America. Programs and advertisements that promote junk food result in more people ignoring healthy foods and opting for the unhealthy foods. Moreover, the popularity of junk food has created economies of scale that has led to junk food being much cheaper compared to healthier food such as fruits and vegetables. Junk food has been associated with several health related conditions such as obesity, heart disease, diabetes and some cancers. By removing vending and soda machines, the state government is intended on promoting better health practices from a young age.
Obesity has become an epidemic in today’s society. Today around 50% of America is now considered to be over weight. Fast-food consumption has been a major contributor to the debate of the twenty-first century. Chapter thirteen, titled “Is Fast-Food the New Tobacco,” in the They Say I Say book, consists of authors discussing the debate of fast-food’s link to obesity. Authors debate the government’s effects on the fast-food industry, along with whether or not the fast-food industry is to blame for the rise in obesity throughout America. While some people blame the fast food industry for the rise in obesity, others believe it is a matter of personal responsibility to watch what someone eats and make sure they get the proper exercise.
As a nation, Americans revel in the consumption of junk food. These extremely unhealthy foods are often present during many various occasions, such as sports events, movies, and parties. When a person craves a quick snack, junk food is the ideal solution. However, beyond the satisfying taste of foods such as Doritos and potato chips lies a very serious problem. These foods can lead to physical disrepair, sickness, and even death. Yet many Americans remain oblivious to this nationwide issue and allow it to remain unaddressed. The crisis of junk food in America needs to be resolved immediately. To go more in depth, it is imperative that the nation resolves this issue relatively soon, primarily because the excessive consumption of
In today's society, fast food has become a large part of many American's lives. With the rising numbers of obese people, it is hard not to draw a correlation between the increase in fast food and obesity. Most obese people don’t want to be obese and wish they could lose weight, yet they continue to struggle with their fast food intake and obesity. This is due to the advertising done on the consumers, the highly addictive food itself, and most importantly, how advertising and addiction combine with children to form habits that are kept once they become adults. These factors are the reasons that fast food restaurants are to blame for the rising obesity and health risks across America. The government needs to step in and place regulations on
Every day while sitting on the couch eat a burger, and soon many people learn what the obesity hype is all about. Fast food companies are advertising more food for less money with fast service. The media tends to change images for their target customers, to make the food more appealing to those that are watching. Laziness is one of the main causes of obesity in our country. Obesity in the United States is at a high due to the increasing fast food chains, media influence, and a lack of exercise. The idea of having a meal made for them in less than five minutes is somewhat exciting to the view of many individuals.” fast food firms introduced these alternative meals in response to changing consumer tastes”(Buchholz). Many fast food stores offer the customer fast service, and a great tasting meal. They provide their service with a smile and a meal that can cost less than 10 dollars. When people mix poor diet with poor
Global influences of the fast food industry are shown in the health problems in society today. The cheap production of meat and grains for the fast food industry cause harm to the environment, humans, and animals. The fast food that is consumed is not only bad for the health of people but also for the environment. As food provides more than just sustenance; it increasingly has come to shape and mediate our understanding of ourselves and our culture.