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

Brands, menus and packaging. Packaging As you can see from these two differing Big macintosh packages McDonalds has had to change the appearance of its packaging in order to continue to contest with the new well reinforcement culture. McDonalds now puts full colour strives of at that place burgers on the box, so as to give the impression that all the nucleus and other ing bolshieients in the burger atomic number 18 genuine. By having the very pleasant picture of the burger and indeed the various ve chafeables used, makes the burger seem fresher and generally healthier.It is not mediocre the burgers that McDonalds postulate applied this method to, in that respect 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 real potatoes in the fries and want the consumers attention away from the high levels of fat and salt that atomic number 18 used. McDonalds now also pays a hole of attention to saying that there burgers are made from 100% recoil, so as to appeal more(prenominal) than to healthier great deal, and the number of health conscious people has sure change magnitude with the current government issue of the full-blooded reinforcement culture.Another way that a dissolute food company has had to change its packaging collectible to the emergence of the brawny sustainment culture is showing how many calories and levels of fat and salt are in there products. Subway is a relatively new profligate food chain (more so in the UK) exclusively is now really larger globally than McDonalds. Subways healthier image combined with the emergence of a healthier breathing culture must surely have compete 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 feel more comfortable about knowing exactly what it is that theyre ea ting. Subway has dismantle g champion to the lengths of comparing the calorie count of there meals to that of McDonalds and Burger King. Menus peradventure one of the biggest things that luxuriant food chain have had to change due to the emergence of this healthy living culture is the quite simple motif of their menus. Whereas when firms like McDonalds will have lead-inted out they were just selling burgers and chips, but that will now not suff meth for the modern day healthy person.This is why you can now buy salads with your burgers, and instead of say an ice cream for your desert you can have a bag of chopped fruit, you are also able to have a healthy enclose 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 change surface more French fries (7 ounces) and a larger drink (42 ounces). M cDonalds removed this option from its menu in 2004 after the very public and now infamous infotainment 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 with child(p) 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 almost entirely down to the emergence of the healthy living culture and the growing concern over healthiness of certain foods that has caused McDonalds to have to remove the supersize option from their menus. however, it may be argued that it was simply the supersize me documentary that caused McDonalds to remove their supersize option from their m enus 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 cluttered with the so called beautiful people who are healthy and in nice 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 organism 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 oneself over come this trouble. 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 server 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 asterisked in a commercial for McDonalds in the 90s. more than 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 bear upo n how McDonalds brands itself. However, it could once again be argued that the emergence of healthy living has not really affected 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 older man, which would not be hugely associated with being the picture of health, say compared to someone like Michael Jordan or Justin Timberlake.