How Has Healthy Living Culture Brought About Changes in Fast Food Industry

Brands, transportations and packaging. Packaging As you can see from these two differing Big mack packages McDonalds has had to change the look of its packaging in order to continue to compete with the new wholesome nourishment culture. McDonalds now puts right colour pictures of at that place burgers on the box, so as to give the impression that all the meat and other ingredients in the burger be genuine. By having the precise pleasant picture of the burger and indeed the divers(a) veget sufficients used, makes the burger seem fresher and generally healthier.It is not just the burgers that McDonalds declare applied this method to, on that point original red and yellow french fries boxes will now have a full colour of a peeled potato so as to try and emphasise the use of current potatoes in the fries and take the consumers attention away from the high levels of elaborateness and salt that are used. McDonalds now also pays a lot of attention to saying that there burger s are made from atomic number 6% beef, so as to appeal more to healthier people, and the number of health conscious people has sure increased with the current issue of the healthy reenforcement culture.Another way that a disruptive solid food play along has had to change its packaging due to the emergence of the healthy living culture is showing how many calories and levels of fat and salt are in there products. Subway is a relatively new fast food chain (more so in the UK) but is now actually larger globally than McDonalds. Subways healthier see to it combined with the emergence of a healthier living culture must surely have contend a major role in its success. Subway lists all of the ingredients and calories that are in each of there different flavour sandwiches.This is again to try and make the newer, more health conscious person musical note more comfortable about knowing exactly what it is that theyre take. Subway has redden gone to the lengths of equivalence the ca lorie count of there meals to that of McDonalds and Burger King. Menus Possibly one of the biggest things that fast food chains have had to change due to the emergence of this healthy living culture is the quite simple idea of their menus. Whereas when firms same(p) McDonalds will have started out they were just selling burgers and chips, but that will now not wait on for the modern day healthy person.This is why you can now buy salads with your burgers, and instead of say an glassful cream for your desert you can have a bag of chopped fruit, you are also able to have a healthy wrap as a posed to a full fat beef burger. Perhaps the biggest change of any of the fast food chains is the removal of the supersize option from the McDonalds menu. The supersize option was simply the larger version of a large meal, giving you even more French fries (7 ounces) and a larger drink (42 ounces). McDonalds removed this option from its menu in 2004 later on the very public and now infamous docu mentary Supersize me by Morgan Spurlock.The documentary consisted of Spurlock eating a McDonalds for breakfast, lunch and dinner for 30 days, and if offered to take the supersize option he would have to accept it. As a result of the diet Spurlock became very ill, thus creating a lot of bad press for McDonalds as a brand. Before the emergence of the healthy living culture, the supersize option increased revenue a lot for McDonalds as the employee would always ask the customer would you like to make that a supersize? .So I think it is close to entirely down to the emergence of the healthy living culture and the growing concern over good health of certain foods that has caused McDonalds to have to remove the supersize option from their menus. moreover, it may be argued that it was simply the supersize me documentary that caused McDonalds to remove their supersize option from their menus and not in fact the emergence of the healthy living culture. This may be an option as Burger King , one of McDonalds biggest rivals in the fast food industry if not its biggest, still has a supersize option.So perhaps McDonalds may not have removed the option from their menu had it not been for the documentary. Brands The emergence of healthy living has also certainly had an impact on the branding of a lot of fast food chains, not necessarily all of them but certainly a few. As is shown in the healthy living section, the covers of magazines are littered with the so called beautiful people who are healthy and in good shape. Therefore if we are now in an age where most people are striving to have those kinds of bodies, but they can only get them by being nd eating healthy then fast food chains are surely going to struggle? However McDonalds have simply changed their style of advertising and branding to help over come this problem. When McDonalds first started in the 1940s there original branding was a small fat chef with a hamburger for a head called speedee. Now this could simply not work for McDonalds today with the emergence of the healthy living culture, as the name even suggests its just fast food, whereas now they concentrate on saying on all there boxes things such as 100% beef etc.It wouldnt even just be the name that would be a problem for McDonalds branding, it would also be the appearance of the mascot, he is small, fat and has a hamburger for a head. McDonalds now have a armament of celebrity spokespersons ranging from Michael Jordan, arguably the greatest sportsman in the world in the 90s, the epitome of a healthy person, he and Larry Bird starred in a commercial for McDonalds in the 90s. More recently they had an advertising campaign fronted by Justin Timberlake, a pop star who is regarded as very attractive and again a very healthy person.So it is clear to see that the emergence of healthy living has certainly affected how McDonalds brands itself. However, it could once again be argued that the emergence of healthy living has not really affec ted the branding of fast food chains because other hugely successful fast food companies such as KFC (Kentucky Fried Chicken) and Burger King have not used healthy celebrities or sportsmen to brand their products. In fact KFC still have their original mascot of Colonel Sanders, a quite chubby former(a) man, which would not be hugely associated with being the picture of health, say compared to someone like Michael Jordan or Justin Timberlake.