How fast food restaurants are tackling an increasingly health-conscious world
In a world that is becoming increasingly more and more health-conscious, it is crucial for fast food restaurants to understand consumer wants and needs in order to stay afloat. McDonalds, Wendy’s and Chick-fil-a are just a few of the most popular fast food restaurants that are experiencing this wave of calorie counters. While they exist in the same product category, each brand does something different to communicate to their consumers.
McDonald’s communicates their food philosophy, “The Simpler the Better,” on their website. Their mission is to improve how they prepare better quality foods and ingredients that go into them.
In their statement, they’ve showed they understand their consumer’s desire to know what goes into their food.
Wendy’s on the other hand, communicates their purpose through their blog, The Square Deal. Wendy’s hopes to ‘Do the Right Thing’ and stop ‘cutting corners,’ which is why they’ve made it their mission to help foster children find their forever families. From this stance, it is clear that Wendy’s found their consumers are looking for a fast food restaurant that will do more than just serve quality food — their consumers are looking for a restaurant that demonstrates social responsibility.
Chick-fil-a is iconic for their creative advertising. The cows and slogan, ‘Eat More Chicken’ are recognized by many, but underneath all that, what are they trying to communicate to their consumers? Similar to Wendy’s, Chick-fil-a wants to do more than serve food; they want to become a part of consumer’s lives and enhance communities.
It’s also important to note that Chick-fil-a is closed on Sundays. This practice demonstrates the company’s mission to respect its people over money-making business opportunities.
Each of these companies recognizes that its consumers’ wants have changed, and they’ve adjusted their purpose accordingly. McDonald’s aims to be more transparent in regards to their foods and ingredients. Wendy’s hopes to be socially responsible. Chick-fil-a wants to connect with its consumers and the community. Through these communications, these three brands are demonstrating that consumers will choose to eat at their fast food restaurants for reasons beyond the food.