Global Growth of Fast Food Industry

Chapter 1: Introduction

1.1: Background information

Popularity of the fast food industry has increased drastically enjoying widespread growth across the global over the past decade. As described by Schlosser (2012) and Chou et al. (2008), fast food covers food that are massed produced aimed shipping to large consumers but founded fundamentally on prioritising on ‘speed of services’. The industry is grounded on idea of bridging the need of busy workers (consumers) with limited time to sit and wait or make arrange for cooking or ordering food from restaurants. As explained by Dunn et al. (2008), the business entities in the industry bases their strategy on not inconveniencing consumers with limited time waiting for food to cook or served through prioritizing on speed of service. Historically, the creation and development of the industry was driven by need to accommodate wage workers, travellers, and commuters with strictly limited time for cooked food on-the-spot or traditional ‘sit down’ (Penfold, 2012; Allon et al., 2011). As such, businesses in the fast food industry pre-cook meals or mass-produce with pre-prepared ingredients in readiness for consumers reducing drastically the waiting time to few minutes.

Currently in the US, the market is crowded with at least 100 chains operating in the country and more than 230,000 fast food establishment in the country alone. According to Statista (2019), the industry commands $1200 billion market share in the US alone with the figure expected to exceed 223 billion by 2020. Globally, the industry generates in excess of $570 billion with expected annual growth rate of 2.5%. Studies have attributed this growth to changing working environment (more working hours) and rise of middle classes as key driving factors (Wang et al., 2016; Schlosser, 2012). Increased discretionary spending by middle class and growing preference for convenience food (time and quality) in addition to steady growth of tourism industry have been driving factors to the sector. Bowman and Vinyard (2004) posited recent change in lifestyles becoming more hectic as the reason for popularity of fast food not only across the US but globally.

Although McDonald’s first employed the use of assembly-line system enhancing the efficiency and reducing consumer handling time, White Castle serving hamburgers is perceived as first fast food chain (Penfold, 2012). Since 1920 when first White Castle opened for business, the industry has growth into multi-billion sector. Over the past few decades, a number of fast food businesses have entered the market. 1950s saw a boom in the industry particularly in the US characterised by incorporation and perfection of the marketing approaches and strategies, standardised menus, and recognizable signage. Currently, such household companies McDonald’s, Starbucks, KFC, Subway, Burger King, Taco Bell, Domino’s, and Wendy’s have dominated the US market and recently expanding into international markets.

As reported by Centers for Disease Control and Prevention (CDC, 2018) survey conducted by National Health and Nutrition Examination Survey (NHANES) interviewing 10,000 adults revealed that 36.6% of American adults had eaten food categorised as fast food in the past 24 hours. Statistically, at least 45% of the individuals aged between 20 and 39 years said to have taken fast food during the past day while those between 40 and 59 were 38%. The findings correlating the socioeconomic status of fast food customers amplified the view that industry regarded as generally low-price-point accommodates individuals from a wider social and economic status. The study found 42% of higher-income adults eat fast food at least once a day while 32% of those in lower income bracket (earning 130% of the federal poverty level) did (Fryar, et al., 2018). The Centers for Disease Control and Prevention reported that between 2013 and 2016, number of adults American who consumed fast food on a given day approximated 36.6% although decreasing with age.

According to the WHO data, approximately 39% of the world population are overweight with around 13% suffering from obesity and related illness with figures rising significantly (Smith, K. and Smith, M., 2016; Imes, and Burke, 2014). As result, causing negative public views of the fast food and related products. Studies indicated that 65% of the Americans adults are overweight with 34.9% considered obese.

The obesity levels have become a major concern across the world affecting roughly 17% (12.7 children and adolescents) in the US (Bases, 2015). Given that an estimate of 50 million individuals in the US alone consume fast food in a given day, it effect of this ‘unhealthy’ food can have a severe effect to health of an individual and nations in general.

Studies have demonstrated that consumption of fast food is directly associated with increase of fat, calories, and sodium. Studying the caloric intake from fast food, Fryar (2013) found that adults American consume average of 11.3% calories daily from fast food. The findings further demonstrated that percentage of total daily calories consumer to be related to the weight status with obsess individuals consuming more foods associated with high calories. Nevertheless, in recent past, campaign have intensified to curb concerns of unsustainable rise of junk food related health problems capture within long-term consequences in a larger community perspective has been deterring factor for the market.

As demonstrated be recent studies, more people are becoming more aware of these health problems associated to fast foods. According to Euromonitor international (2018), with the knowledgeable and concern about the ingredients of the food, consumers are not only trying to simply avoid but raise their views on the issue. In response to health concerns raised by consumers and some governments, most of the businesses in the industry have responded with adding healthier ingredients, focus of fresher ingredients with less additives, range of products, and other including vegetables in menus (desserts). Similarly, reports have indicated that some franchise have diversified their products adopting other healthier and traditional food such as Mexican and Hawaiian menus in attempt to counter the campaign (Boone-Heinonen et al., 2011; Caspi et al., 2012). Nevertheless, most are faced by weighing between addressing the consumers’ concerns and working towards curbing surging competition in the market.

Authorities have increasingly looked into regulating the industry in attempt to reverse the growing obesity epidemic. As corroborated by World Health Organization (WHO), Fortuna (2012) and Taylor et al. (2015) suggest that taking firm stand on fast foods and related products would drastically reduce overweight and obesity conditions as well as associated long-term problems such as cancer, heart diseases, and diabetes. Nixon et al. (2015) argued that unless stiff steps are taken to regulate the industry directly or indirectly, it will promote worldwide obesity, overweight, and related chronic health problems, which are disastrous to public health and productivity. Recently, push for prevention of unhealthy eating and result health problems focused on averting the result health and economic consequences has shifted government and public into formulation of opinions and policies of deregulation and disincentive of fast food industry. As held by Ferrell and Fraedrich (2015), the concept of ensuring businesses operate in a manner or take into account the best interests of the society and environment in a larger perspective acts as a driver to enhance health and wellbeing respective primary stakeholders. Different organizations have responsibility tailored to reflect the environment there are operating in through incorporation of daily and long-term decisions on the implications of the operations and activities while maintaining integrity to consumers (Kolk, 2016; Quarshie, et al., 2016). Mostly, business entities overlook such integrity grounded on their decisions for financial and market performance.

1.2: Research problem statement

Recent findings have heavily linked fast food with such health problems as overweight, obesity, and high blood pressure. Increased awareness of the ingredients that include preservatives added to most of these fast foods have driven consumers to look for heathier food alternatives. Although most of the major brands such as McDonald’s, Chicken inn, and Burger King have revise respective diets and menus to incorporate consumers’ healthy concerns, the strategy of reaching out to the market and convincing the consumer has been seen as limited and not addressing the major issues raised. Therefore, this investigative research intends to explore the approaches adopted by Burger King, one of the major players in the fast food industry, in addressing the health concerns as social and civic responsibility to the public and consumers.

1.3: Research aim

The purpose of this thesis is to explore the social and civic responsibilities being observed by Burger King as a major play in fast food industry towards addressing the health concerns raised.

1.4: Objectives of the study

To critically analysis the social and civic responsibilities of fast food industries and concerns and campaigns raised by fast food consumers as captured by existing literature

To explore the approaches taken by Burger King Company in addressing health concerns of fast food

To examine

To critically appraise primary and secondary data collected on whether Burger King Company fosters its social responsibilities of addressing healthy issues associated to its products

1.5: Outline of the thesis

This thesis id subdivided into six sections, which collectively contribute in addressing formulated objectives and in development of knowledge into social and civic responsibility fostered by Burger King Company in its operations and businesses activities. The first chapter covers the introductory elements into fast foods and issues faced by the industry as well as responsibilities expected of it in addressing primarily health-related problems. Furthermore, the chapter outlines the research problem, missing link between the company’s push for growth and sustainability in the industry subjected by increasing concerns of such health concerns as obesity, overweight, and associated chronic health and socioeconomic problems like cancer, heart problems, and productivity. Lastly, it highlights the objectives the study aimed to achieve. In the second chapter, it reviews critically the existing literature capturing the social and public responsibility organization whether profit or non-profit oriented are expected to foster, development and growth of fast food industry, and rise of campaign modelled to advocate for healthy and productive living. Third chapter encompasses the methods and approached employed in solving research problem and addressing aim and objectives outlined, taking into account the data collection methods and ethic consideration during data acquisition, analysis, and presentation. The fourth chapter presents findings and analysis obtained. It discusses the findings in relation to the previous studies in the fifth chapter focused in correlating corporate and social responsibility obligated and ways in which the company has formulated steps into ensuring its consumers and public are cushioned against fast food-related health problems. Lastly, the sixth chapter consists of conclusion, limitation faced, and recommendation for future studies related to the field.

Chapter 2: Literature review

2.1: Introduction

The composition of literature review is defined by review analytically previously conducted research capturing the variables and ideas behind a given study. Ideally, it covers theorized concepts and discussion to develop building blocks of the study to be studied establishing the findings, perception, and missing knowledge to the raised questions. Within this investigative study, the chapter covers ideology, concepts, and findings support the social and civic responsibility as observed by businesses and primarily within fast food ecosystem. It analyse the findings on the fast food industry bounding around responsibility held towards advancing the health and productivity of the communities in which they operate in. Moreover, it looks into the health concerns emanating from consumption of fast foods and subsequent campaigns seeking to regulate the industry as well as ways in which such campaigns and inputs from authorities have transformed the industry to accommodate more the consumer’s health and productivity.

2.2: Social and Civic responsibility

As described by Servaes and Tamayo (2013), social responsibility bounds an individual or a business entity to an obligation to take into account concerns and benefits of the society while conducting its activities. According to Franz et al. (2013) and Davies (2015), it is a duty for organizations and individuals to observe the wellbeing of the others in a society through balancing between the ecosystem and their activities. As held by Tai & Chuang (2014) and , Bai and Chang (2015) the concept of social responsibility is grounded on the view that business entities should balance activities oriented on making profit and those that benefit not just immediate community but also large society through cultivation of positive relationship with environment in which they have established their operations. According to Font et al. (2012), CSR provide a framework in which an organization can construct a better world. In most business, the scope and definition of the term is grounded on the stakeholders’ take on the impact of organization’s activities on the society. In addition to taking responsibility within social, environmental, and cultural spectrum, social responsibility also referred to as corporate social responsibility (CSR) incorporates the business structure and importantly consumer protection. Crowther and Seifi (2018) presented that an organization is accountable to ensuring the welfare of the environment and society is factored into its culture, mission, and day-to-day activities. Park et al. (2014) and Carroll (2015) illustrated that although the CSR is classified into four types namely legal, economic, ethical, and philanthropic, it must be considered simultaneously. As such, business entities have to formulate and regularly update strategies and policies aimed setting in line social and environmental performance while keeping its profits margin high through engaging with societies, local governments, environmental groups, and employees. Based on the Zadek et al. (2013) and Christensen et al., (2015) assertion, the basis of this concept is enactment of policies promoting ethical balance between formulation and implementation of profit and growth oriented strategies and ways in which an organization can benefit society. As pointed by Rasche et al. (2013), businesses can either donate money, time, and resources to the communities through philanthropic initiatives or promoting omission process such as going green or abiding to the regulations sets. The findings by Wang et al. (2016) on the influence of businesses commitment to social responsibility indicated that embracing this have long-term benefits by maximizing shareholder value. Moreover, Farooq et al. (2014) argued that taking this responsibility voluntarily in more effective as opposed to being required by either government or communities. Study conducted by 2015 Cone Communications/Ebiquity Global CSR, found 84% of the consumers seeks organizations that operate responsibly and ethically. In study on relationship between CSR and financial performance, Tingchi et al. (2014) indicated that organizations that embrace CSR taking interest in social issues facing not only its consumers or potential involved directly with respective activities but also a wider society aid in attracting a larger market base especially those sharing the same values. The finding by Porter and Kramer (2006) on link between social responsibility and organization competitiveness in a market indicating a significant improvement in public image for businesses that foster ethical and social interest. It found that consumers consider public image when deciding a firm to associate with, the products buy, and ultimately influence their perception on the products (Öberseder et al., 2013; Bučiūnienė, and Kazlauskaitė, 2012; Cavaco, and Crifo, 2014). Supanti et al. (2015) argued that simple act as employees volunteering to help members of the society through charity or involvement in community cleaning activities show that the organization is committed and interested in welfare of the others. Similarly, Glavas (2016) and Chaudhary (2017) found that in addition to having a positive workplace and market, CSR enhances consumer engagement.

In contemporary business environment, the ideology represents an important dimension. Study conducted by Wettstein (2012) and Emeseh and Songi (2014) demonstrated that an organization committed to human rights and welfare on not just its customers but public has a higher likelihood of attracting and retaining talents employees. It argued that employees enjoy working in organizations that has a good public reputation and image perceiving it will treat with same degree (Komodromos, and Melanthiou, 2014; Esen, 2013). Although CSR is pure voluntary and firms choose, most are pressured by the authorities and public to the effect of affecting its reputation. Building from stakeholders’ theory arguing that organization growth and sustainability is rooted on its ability to generate value and wealth as well as satisfying its core stakeholders, Harrison & Wicks (2013) and Laczniak & Murphy (2012) argued that businesses dealing directly with to realise its mission and goals means the consumers are primary stakeholders. Therefore, firms in services industry (food, banking, taxi, accounting, and computer services) have consumers as primary stakeholders with social and political actors such as authorities, local communities, and Non-governmental organizations (NGOs) supporting its goals through making the activities acceptable and giving credibility acts as secondary stakeholders. Study conducted by Maon et al. (2009) held that in current business environment characterised by dynamic demands from social and business environment to align goals and strategy with stakeholders’ expectations, environmental conservation, and regulations. According to Engert and Baumgartner (2016), development of CSR practices must align with and reacts to organization’s environment through understanding and taking active interest on changes and expectation of not just primary stakeholders but other involved individuals. Research the effects of CSR implementation in service industry, Casado-Díaz et al. (2014) indicated significant influence on performance of the industry in comparison manufacturing due to direct relationship between consumer and employee. Researching the influence of CSR in food industry during crises related to product-harm, Assiouras et al. (2013) found that moderation effects on CSR-blame attribution, buying intention, and brand evaluation. The findings held that businesses should formulation of CSR strategies hinged on response and management crisis but not only driven by buy intention and brand evaluation. Nevertheless, research into implementation of CSR principles into food and beverage demonstrate limited efforts by responsible organization with need of adopting ethical practices. Lombardi et al. (2015) suggested implementing urgent measures such as enacting laws and standards and setting up information system coordinating between the public and the players in the industry. Investigating whether CSR matters primarily in food industry through seeking the consumers’ willingness to pay more to organization with CSR principles in place, Lombardi et al. (2015) indicated that most consumes have higher tendency to consume or associate with organizations with the principles in place despite requirement to spend more. In essence, most consumer perceive CSR principles as more valuable.

2.3: Social issues

In a capitalistic society, where business-oriented organizations are driven by financial performance and baseline, most have engage in activities minimizing production cost and gaining competitive advantage, which occasionally results in disregard of consumer wellbeing or environmental consequences. Studies have demonstrated widespread cases where corporations have engage in human abuses such as child and forced labour as well as exploitation, and environmental pollution rooted on economic benefit (Hawken, et al., 2013; Kennedy et al., 2014; Westra, 2012). Despite governments in different nations in collaboration establishing regulations and standards in which business-oriented firmed are expected to adhere to that include responsibility towards and implementation of human rights. In addition to having fair working conditions embodied by adequate working conditions, safe work environment, and health and secure workplace, businesses are require to use methods that safe and protect the environment and consumers that include protection of indigenous land and cultural practices (Kang, and Hustvedt, 2014). For instance, after investigation, Nestle beverage brand found rampant child labour n production and harvesting of cocoa, its core raw material. Moreover, the recent reporting of children workers and despicable working and living conditions of the workers in apparel industry in Bangladesh heightened the idea of role of not just an organization but also an industry to the community (Islam et al., 2017; Hasan et al., 2017). Traditionally, stakeholders oriented particularly that driven by consumer has been subject of concern due to the effect it might have to the public. Over the last century, the world has increasingly become more interconnected making individuals from different regions across the global to coordinate more easily and effectively. The globalisation has seen also the rise of social and environmental concerns and business-consumer relationship resulting in more and more people are challenging unethical activities perpetrated by corporations (Assiouras et al., 2013; Manning, 2013). As exemplified by (REF), this resulted in governments, communities, and NGOs to exert pressure to firms especially those that are business-oriented on formulation of practices informed by communities and consumer welfare. As highlighted by Manning (2013), implementation of pro-social or environment policies and agendas including expectation to fulfil moral obligation is growing into core performance indicators for most organization diverging from profit maximization as a success factor.

2.4: Social issues and Food safety in the industry

Food industry is one of the biggest if not the largest globally comprising of chain of farmers, suppliers, processors, retailers, and lastly the consumers. Due to its huge size, the industry is faced with complex and numerous challenges especially given that it is highly dependent on natural resources while can have considerable effect on social and environment. As such, societal concerns range from animal rights, working conditions, child labour, procurement process, to consumer right collective forms the ethical issues because its susceptibility from abuse and unfair practices (Kong, 2012; Rutsaert et al., 2013). According to Devin and Richards (2016), large retailers and processors in the industry have most of bargaining power dictating the policies and behaviour implemented while suppliers and consumers, mostly located in developing or lower social spectrum, have limited inputs on power structure and policies formulation. The heterogeneous structure in the industry subject it differing approaches to CSR perception, approaches, and urgency along the food chain, differences in stakeholders’ bargaining power, and societal pressure. Collectively, these factors might result in conflicting interests and methods with respect to CSR. In addition to societal challenges, food safety is another major problem constantly facing the industry. Apart from risk of food poisoning during perishable nature of the products, the industry has increasingly moved to processed and canned products attributed to preservatives and fertilizers. Amorim et al. (2016) and Klassen & Vereecke (2012) argued that consumers pay dearly processing and preserving food by compromising the quality as well as nutrients during pasteurization process. According to Lang and Heasman (2015), most large firms especially those that mass-produce put little effort into the quality. For instance, due to current demand for beef and chicken, the idea of factory farming where livestock or chickens are mass-produced to be sold as quickly as possible leading to horrible treatment of animals that include retrained environments, injected with growth hormones and antibiotics, and fed with processed food resulting to poor health and mostly weak. This is reflect in the ban of imports by some countries such as European Union (EU) such as beef from US believing it harmful to human health. Similarly, pigs are overcrowded in poorly managed shelters and waste harbouring H1N1 virus that is harmful to pigs and humans (Hu et al., 2017; Clark et al., 2016). Recently, reports have emerged where chickens are injected with growth hormones and chemicals enlarging their breasts to the point of having difficulty walking or compressing lungs causing suffocation (Richter et al., 2015; Clark et al., 2016). Moreover, study by found 55% of chickens had dangerously high traces of arsenic composition linked as causative of cancer (Islam et al., 2013). Worryingly, in the US, 80% of the antibiotics produced are fed to livestock contrary to intended therapeutic purposes.

Chapter 3: Research Methodology

3.1: Introduction

Research methodology is the application of science and scientific techniques of discovery and studying of subjects in the processes and activities that are a part of and a concern to the research study (Kumar, 2005). It involves the outlining and familiarization of the actual processes that make up the research study and enable its sequential conduction for significant primary data findings that are crucial in the investigation being carried out. It involves the study and application of scientific tools techniques and principles that are well known and outlined by a variety of scholars who will also be mentioned. This chapter therefore will contain broadly a discussion of the research design and philosophy as well as the area of the study, population of the study and sampling techniques adopted for. Further, it includes the description of the sources of data as well as an insight to the processes used in their first hand collection.

3.2: Research Design

Burns & Grove (2003) define a research design as “a blueprint for conducting a study with maximum control over factors that may interfere with the validity of the findings”. Polit et al. (2001) define it as “the researcher’s overall plan for answering the research question or testing the research hypothesis”. The research design implies or relies on the chosen research paradigm (Creswell, 2009). It clearly outlines the procedures with which to be taken in the process of answering the research questions and eventually realize the intended objectives. In attempt to capture both the consumers concerns and the company’s solution to health problems associated to fast food and related products, this research adopted a qualitative research approach. The qualitative research design and approach was chosen as the research method for this study. The use of qualitative approaches involves the detailed exploration and analysis of a particular topic (Griffiths, 2009), as opposed to quantitative approaches, which are concerned with measures, variables, and correlations. Griffiths (2009) further argues that qualitative approaches are particularly useful when the topic of research is complex, novel, sentimentally related or under-researched as it leaves the results open to the possibility of unexpected findings, rather than predicting an expected outcome as is often the case for quantitative research. In addition to these advantages, qualitative methodologies include open, exploratory questions versus closed-ended hypotheses, unlimited and emergent descriptions versus pre-determined choices or rating scales and the possibility of discovering new conditions or phenomena as opposed to confirming what was hypothesised (Elliot & Timulak, 2005).

3.3: Research Technique

The technique with which the research will be carried out is entirely dependent on the research design which distinctively dictates the direction for which the entire investigation will take. According to Saunders, Lewis and Thornhill (2009) the research questions, Aims and Objectives dictate the suitable research design to be adopted alongside the existing knowledge on the subject area to be researched as well as the amount of resources and time available. Further the researchers’ individual philosophical leaning is also a crucial aspect in the determination of the research design and technique. Eventually the research design and technique agreed on also dictates the strategies that are effective for the research investigation including: experiments, case studies, archival research grounded theory, action research, ethnography, cross-sectional studies, longitudinal studies and participative enquiry (Cresswell and Plano, 2011; Saunders, Lewis and Thornhill, 2009). This research therefore after the consideration of the objectives and the aims of study settled on the qualitative research design in order to capture both the consumer s concerns and the companies solution to health problems associated with fast foods and related products. This design enables the evaluation of different individuals’ perspective regarding the subject matter and afterwards deriving patterns and trends that highlight the actions being taken towards ensuring health safety.

3.4: Research Methods

Research methods describe the methods that will be involved in the data collection process of the actual field study. The research will involve a primary data collection method which involves the use of questionnaires. The questionnaires will be semi structured and followed up by informal interviews to further highlight and enhance the respondents’ insights regarding the social and civic responsibilities of fast food restaurants as well as the specific campaigns, activities or any attempts by Burger king towards addressing the alleviation of risks related to frequent consumption of fast foods.

3.5: Target Population

Population can be defined as a group of people, subjects, objects and/or item that impact an element of the study being taken up and as such, are of interest to the research process (Gobo, 2011). With regards to the aim of the research and considering the objectives and the nature of the information needed, the research will specifically focus on the employees as well as the management of various restaurants of the Burger King franchise which is one of the largest and most popular fast food joint across the globe. These are people with fast hand information regarding the strategies and techniques taken up by the franchise given that they include the implementers of the strategies.

3.6: Sampling

According to Palinkas al. (2015) the best approach to understand the distinctions between quantitative and qualitative methods is through understanding the different logics that underpin sampling approaches. While quantitative methods typically depend upon probability samples that will permit confident generalization from the sample to a larger population, qualitative methods of research typically focuses on an in-depth interview of relatively small samples selected purposefully. The sampling technique chosen vary quite significantly from one study to the other and reflect the purposes and questions directing the study (Palinkas et al., 2015). The awareness of a researcher as to the magnitude and extent to which ones population goes and therefore the range with which the sample can be chosen is equally integral in the decision of which sampling technique to be employed Blaikie (2010). Given the lack of equality in information among various regular staff in these restaurants the researcher will employ purposive sampling of only employees who are willing and able to participate in the process of the research. 5 employees from 10 different outlets of the franchise will be chosen to make up a total of 50 respondents for the study. This highlights that any employee who is privy to information regarding the corporate social responsibility activities indulged in by the restaurant especially with focus to creating awareness of health and safety among the consumers, regardless of their age or gender or position within the restaurant will be interviewed as a respondent as long as they are comfortable to be participants of the study.

3.7: Data Analysis

The analysis of the data collected in the research will take up the form of Content analysis for the secondary data which involves the literature review in the second chapter. Thematic analysis will be the main tool for analysis on the other hand for the primary data collected through the questionnaires issued to respondents. Content analysis looks deep into the insights presented by other scholars who have studied and written on various concepts around the topic of study. Inter relating these ideas to each other and developing a trend pattern that can help develop inferences and conclusions. According to Braun and Clarke (2006), thematic analysis is a qualitative research method of analysis that takes into account the identification, analyzing and reporting of patterns, themes, and connections available within raw data. Through the use of the data collected through a wide variety of different research methods such as interviews and/or questionnaires as applied in this research study, accurate and replicable inferences can be made from the analysis of the various patterns and themes to further explore the social and civic responsibility of fast food restaurants towards their customers.

3.8: Justification for Thematic Analysis

The data analysis process in qualitative research involves working with data, organizing it, breaking it down, synthesizing it, searching for patterns, discovering what is important and what is to be learned, and deciding what others will be told in terms of recommendations to impact the real life. (Bogdan and Biklen, 1982). Qualitative studies tend to produce large, often unstructured amounts of data, and analysis can sometimes be problematic (Turner, 1983); but they offer the researcher the opportunity to develop a deep and insightful understanding of participants - and what it means to them, within their social reality, to live with a particular condition or be in a particular situation (Bryman, 1988). Thematic analysis is quite efficient in being able to sort and highlight the connection and patterns among these different data and information given by different respondents and lead to effective recommendations.

3.9: Ethical Considerations

Very little potential risks are envisioned as far as safety and dignity of participants is preserved. The research involves the collection of primary data that involves human interaction and the use of humans as the major information source, ethical considerations in terms of relevant courtesy to be afforded the various individuals while collecting this information as outlined by British Psychological Association (2013) is therefore a major concern. However their might be potential risk to the businesses reputation as well as its competitive advantage over other business firms especially upon disclose of sensitive and crucial information such as business secrets. The various employees interviewed depend on their jobs for their livelihood and divulging information about their companies, especially when it comes to the adherence to various legal frameworks related with consumer engagement and information may inform breach of ethical code of conduct at work. To avoid ethical issue therefore the researcher will secure an advanced permit from a company or organization to interview any of their employees also the study will focus on interviewing only willing participants and further keeping their names and identity anonymous so as to enhance their privacy.

Chapter 4: Findings and Analysis

4.1: Respondents Background Information

The study offered questionnaires to 50 respondents in total, employees of Burger King Company in different cities in order to collect firsthand information on the company’s involvement in the delivery of their social and civic responsibilities to its customers by ensuring awareness of the possible impact of fast foods. Upon the filling and returning of the questionnaires the respondents were also involved in an informal conversation by the researcher to further gain deeper insight and understanding in individuals’ personal stance on the company’s efforts towards Corporate Social Responsibility. Out of the 50 questionnaires sent out 46 were filled and returned, representing a response rate of 92%. The researchers deemed this as effective for the research process and therefore proceeded to analysis using the 46 responses. A majority of the respondents interviewed were also of youthful ages given the lowest level of management in these restaurants and employees on the actual restaurants such as waiters and cooks. 30 out of the 46 respondents representing a majority of the respondents who responded (65%) were aged between 26-30 years with an average experience of 2 years on the various positions they were holding including waiters and cooks. 10 respondents spread across a wide range of outlets were however between 21-25 years. Most of these respondents were interns in waiting and cooking within the restaurant with an average experience of between 6months to 1 year. The remaining 6 respondents however highlighting 13% of the respondents were aged between 31 and 35 years and mostly involved branch managers and assistant managers with much more insightful knowledge with regards to the companies’ strategies and decision making.

4.2: State of Foods sold in the restaurant

While up to 40 respondents representing 87% of the respondents acknowledged that the food sold within the restaurant is not as healthy as advised by the doctors, they quickly added that the company is making efforts to use much more healthier products in the cooking of their meals as well as observing a level of responsibility when it comes to ensuring the healthiness of the meals. All these respondents gave a 7 and above rating on the healthiness scale of the foods provided within the outlets in which they work in highlighting that a majority of the foods involved were junk and highly sugared drinks all of which are quite unhealthy and potential obesity triggers. 5 of the respondents however highlighted a neutral position in the level of healthiness of the food served within these restaurants. Pointing out a 5 in the scale, one of the respondents highlighted that

‘The restaurant sells not only junk fast foods but also much more healthier foods, beverages and side dishes such as fresh juice and vegetable salads that eventually balance off the junk food and as such ensuring the consumers maintain a slightly healthier lifestyle.’

One respondent however thought the food being offered in the restaurant is absolutely healthy for consumption and as such the consumers have no worrier consuming them. It is important to note however that the respondent is among the intern who has only been affiliated to the company for 7 months.

4.3: Responsibility of the employees towards the Customers

Despite not having the legal responsibility to, the research evaluated the level of responsibility of the fast food employees with respect to informing consumers about the possible health impacts of the food served in the fast food restaurants. All the 46 respondents expressed that they did not talk to the customers or offer any information or advice whatsoever regarding the level of healthiness of the foods served. Most of them highlighted that this was not part of their job and their contracts stipulated strict adherence to the job description and no improvisation given the delicate market of the food industry. Despite some of the respondents feeling the need to actually speak out the impact of fast food to the customers, especially after noticing obese customers insisting on eating junk food, they refrain from it due to the possibility of scaring off the customers and costing the company or entirely harming the company’s reputation, an occurrence which could possible cost them their jobs.

4.4: Awareness of the Companies Social and Civic duties

40 of the respondents, who, important to note, were the more experienced ones representing 87% of the respondents, agreed to be aware of the companies’ social and civic duties towards their consumers. One respondent highlighted that

‘Yes the Fast food restaurant has a duty to create awareness with regards to the potential dangers that can be caused by frequent consumption of fast foods especially junk which can easily cause obesity and other types of dietary illnesses and complications’

6 of the respondents however expressed unawareness regarding whether or not the fast food restaurant has a duty towards informing their consumers. This highlights the negligibility with which the fast food restaurant actually engages in campaigns to ensure awareness of health issues related to fast foods.

4.5: Ways the Company Creates Awareness

40 of the respondents who expressed awareness of the company’s responsibility towards creating social awareness actually went ahead to highlight some of the awareness activities and campaigns that they and the restaurant outlets they work for have engaged in. while not all of the respondents agreed to there being awareness strategies and campaigns, 40 respondents which represent 80% of the respondents interviewed points out a wide range of possibilities with regards to campaigns on creating awareness indulged on by the fast food restaurants. While most of the campaign methodologies vary from one respondent to the other, numerous respondents highlighted the use of posters and banners within the restaurants to point out some of the health and safety issues associated with eating junk food. These are quite helpful however only to the people who paid attention to them.

‘Most of our restaurants have posters or banners highlighting different combinations of foods that can be taken at any time for a healthy diet, they also offer advice about some of the ingredients and contents in the foods we sell as well as important aspects such as the calorific value of the various foods, sugar levels as well as the cholesterol concentration’

A second more popular awareness mechanism pointed out by the respondents included the company’s website which offers a great deal of information not only with regards to the various products that the food companies offered in their restaurants but also dietary health and safety techniques and mechanism that are guaranteed to be of much help to whichever customer that chooses to use them. 38 out of the 46 respondents who filled their questionnaires and returned them reveal that the company website actually capitalizes on creating awareness to the users as well as once in a while campaigns on health and safety when it comes to dietary concerns as well as promotional activities which can be of help to people already suffering diet related complications such as obesity. One respondent highlights that

‘The company’s website is full of information on healthy practices when it comes to feeding as well as counter activities to enhance body heath such as exercise and diets. In fact once n a while the company joins forces with other companies to develop campaigns for enhancing healthy living such as charity runs and field exercises’ This point out a significant attempt by the Fast food Company in being able to create and sustain awareness among individual consumers and regular customers.

4.6: Frequency of Public Health Campaigns

While the company’s website is constantly indulged in creating awareness regarding healthy eating and dietary concerns, the company also indulges in physical campaigns either on a singular level or with partnership with other related industries such as hospitals in developing campaigns for encouraging personal health safety and healthy living. 15 respondents mostly involving those with more experience and responsibilities as to the functioning of the restaurant, highlighted that the company often indulge in health safety campaigns of various types including sponsoring charity runs, healthy eating quizzes and competitions all meant to engage their customers and general consumers regarding the healthy foods they offer and how to practice healthy dietary behaviors. 20 other respondents highlighted that the company rarely involves itself in such campaigns to promote healthy living. They further highlight that these campaigns are only sought after to promote new products or new sales in different new branches as a marketing technique for securing more customers rather than consideration of their health status. The other 11 respondents apart from acknowledging various posters and banners in their outlets highlight that the company very rarely involves itself with public health campaigns. In fact one of the respondent points out that

‘I have not experienced any campaign of that sort since I started working here apart from the once in a while posters and banners that we hand out on the door highlighting different foods and healthy option foods that we serve.’

These findings highlight very minimal indulgence by the restaurant in creation of awareness with regards to the different types of food served within these restaurants as well as any dietary options or remedy for already impacted individuals by the fast junk foods.

4.7: Impact of the Campaign activities

About half of the respondents accounting 24 of them point out that the campaigns are quite significant and may have a wider impact than reflected. They highlight having served much healthier foods to customers who actually paused and went through the posters and banners. One respondent highlighted that ‘Once a customer came in and spent up to 10 minutes reading the poster and trying to understand what it meant then proceeded to ask for some clarification on the actual impact of the information presented on the poster as well as the possibility of developing a more healthy eating habit at the restaurant. After asking for some healthier options of fast foods the customer settled for a healthier plate of salad and a zero sugar coke. He has since came in and asked for healthier options of 6 times a week and only ate junk once within the week. So yes I think the technique can be quite effective.’ 10 respondents however highlight that the methods used by the restaurant are rather dormant and there is need to apply much more aggressive methodologies to be able to drive home the message of healthy living. They propose use of modern methodology of reaching audiences that are much more attractive and efficient including digital means that are not only restricted to the company’s websites. One of them points out that posters and banners are sort of outdated due to their lack of being attractive or the lack of people who actually reads them, digital ways of information processing and dissemination would be much more effective in enhancing consumer feeding habits. Also through digital mechanisms such as digital billboards the actual effects of predominant consumption of junk food can be easily and briefly illustrated to have a much more attractive and impactful aspect of it. The other respondents were of the opinion that either the company is not doing much in terms of healthy campaigns or what they are doing is not quite effective enough to impact some real change.

Summary

There being no statutory requirement for fast food companies to highlights the downsides of eating junk foods other than the Corporate Social Responsibility that requires the companies to invest in the civic and social wellbeing of their customers and society with which they operate in, I would conclude from the findings that Burger King quite efficiently engages itself in consumer awareness campaigns regarding healthy eating and living and as such part of the problem is the lack of consumers paying attention to the content and practicing healthy living.

Chapter 5: Discussion

5.1: Introduction

The findings highlight most of the respondents working in these fast food restaurants to be youthful individuals who are coincidentally the highly affected demographic when it comes to the health effects of eating Junk food. Given the increased need for convenience in terms of time and quality and stringent working hours as experienced by the youth who are only joining the labor market, these demographic is highly susceptible to being victims of obesity and other diet related complications.

5.2: Foods in Fast Food Restaurants

The findings also point out that a majority of the fast foods sold within fast food restaurants are indeed junk foods which may have potentially harmful impact to the health of an individual who predominantly consumes them regularly. However as part of addressing dietary health concerns the restaurants also have healthier foods such as salads that not only promote healthy living but also have the potential of neutralizing the junk food and enabling a balanced diet. And despite the awareness of consumers with regards to this, a majority still maintain the consumption of Junk foods that are detrimental to their health relatable to the literature as pointed out by (Maleek, 2003: Schroder and McEachern, 2005).

5.3: Employee Responsibility

Despite the awareness among the employees of the potential impacts of constantly partaking of junk foods as well as the awareness of the Corporate social Responsibility of creating awareness among their consumers as regards the potential impacts of these foods to their long term health conditions (Morgan et al., 2016: Burd, 2017) employees refrain from advising or informing consumers of the same due to the risk of losing them to other restaurants or to healthier food options and therefore impacting the restaurants sales and performance which in turn could possible impact them losing their jobs. Given that no statutory law obliges the company to divulge any kind of information as regards the potential impact of the foods, most of the employees prefer to do their work of sales or waiting tables or cooking without pointing out to the consumers the impact of the foods they eat. This presents another potential reason of the increasing negative impact of these foods on individual health status and thus an increasing number of obese individuals already reported at 33% by the World Health Organization.

5.4: Awareness Campaigns

According to Malek (2003) failure by fast food companies to post warnings and inform consumers with regards to nutritional warnings about nutritional contents and sophisticated marketing strategies is not an express crime, but partly makes these fast food companies culpable to public scrutiny as partly the causes of increased diet related complications. Further he highlights however that these companies have ample nutritional information available within their websites as well as occasional posters in their restaurant outlet which should be enough information for an informed and interested market. In comparison to the findings indicating a multitude of information in Burger kings website as well as the often hanging of posters and banners on nutritional information and healthy living due to dietary concerns, Burger king actually quite intensively involves itself in awareness campaigns for healthy living among its customers. This added to the additional campaign activities and events that the company indulges in, in conjunction with other companies such as hospitals highlights an elaborate awareness campaign that should be able to propel consumers to healthy eating and living as well as a healthy life.

5.5: Impact of the Awareness Campaigns

Based on the literature review Fast food restaurants are in fact a major part of the problem when it comes to increase in obesity and other dietary related complications all across the world. Along with the increase in these problems fast food restaurant have grown in popularity with individuals even preferring junk and fast food despite not being in a rush situation (Read, 2013: Temples, Verweij and Blok, 2017: Croney and Widmar, 2017) this highlights the actual need for creation of awareness and for the guaranteed impact in order to minimize the effects and prevent the occurrence of an epidemic due to it. While the company uses mostly regular means of reaching out to its consumers and creating awareness, the findings highlight that these methods have had an impact to the consumers’ preferences when it comes to dietary habits and have the potential of affecting a much wider impact if other modern and highly attractive mechanisms are used. In this way fast food restaurants can maintain their sales and performances while at the same time impacting on individuals wellbeing by informing them of healthier feeding habits and healthier lifestyles.

Chapter 6: Conclusion and Recommendation

6.1: Conclusion

The research significantly points out in conclusion the existence of civic and social responsibility of fast food restaurants to their customers and consumers of fast foods regarding their health. While most of these restaurants actually indulge in selling of fast foods which are gaining popularity due to the convenience they offer stringent and cut out of time urban workers, these foods mostly include junk food that are dangerous and potentially impactful to any individuals health when taken regularly without caution. Among the counter measures that highlight civic and social responsibility of these restaurants however include the inclusion of healthier foods such as salads and sugar free beverages that are healthy and capable of neutralizing the toxic effect of junk food contents such as cholesterol and calorific gain thereby enabling a balance diet and promoting healthy living. The restaurant Burger kings in addition involves itself with a wide range of awareness campaigns that enlighten customers and consumers about healthy living and enhancing a healthy lifestyle. According to the research findings the company has an online website which contains a wide range of information including the nutritional value of all the foods they sell as well as the potential negative effects of health that the foods may have on individuals due to their frequent consumption. Further the website offers information on possible combinations that inform a balance diet and that would be quite nutritious and helpful in the regulation of healthy living characteristics such as the body fats and calories. Further the company also involves itself in physical awareness creation through posters and banners which highlight different foods sold on location and the various nutritional and dietary information that relates to the foods. Based on the findings these posters have actually proven to be quite effective on a small scale and can therefore be effectively advanced to impact a wider demographic and population and enhance awareness. Further the company occasionally involves itself in external campaigns of healthy living such as sponsoring and participating in charity runs that are meant to create awareness on healthy living with regards to dietary choices. All these campaigns highlight an extensive involvement of the restaurant in consumer awareness regarding healthy living and dietary choices emphasizing the intrinsic approach taken by the company not just to fulfill its corporate social responsibility but also to address health concerns as a result of predominant consumption of junk fast food.

6.2: Recommendations

Based on the findings and discussion of the research the company is actually quite actively involved in the creation of awareness with regards to health concerns due to consumption of fast food as well as fulfillment of their corporate social responsibility. However due to the wide and rapid increase of cases of obesity and dietary related complications and illnesses, much more effort need to ne put into being able to enhance the awareness of individuals regarding the dangers of fast junk foods. The following are some of the recommendations arrived at by the researcher.

6.3: Offering incentives of healthy foods to Consumers of Junk Fast food

Rather than selling healthier fast foods alongside more mouthwatering junk fast food, the restaurants could include side dishes of healthy food choices such as salads served with the fast junk food for free. Their cost can be distributed and included in the cost of the fast food so as to maintain sales revenues and performance for the companies. While most people do not even consider such healthy foods on a normal basis, offering it to them would induce thought with regards to these foods and trigger a much more deep insight towards healthy eating and living.

6.4: Enhance Awareness techniques to include digital

Due to the recent and increased advancement of the internet and development of technological devices that are interesting and fascinating, not only has the lives of individuals shifted to the online domain but also marketing and business techniques are shifting to the internet and to technology with a bid of reaching a much wider audience. Development of digital billboards in restaurant outlets just like those in banks to be able to highlight the potential impact fast foods to individual health status through colorful and short but effective illustrations have a potential of being able to reach a much wider audience compared to posters and banners. Restaurants could also develop Mobile applications that can be easily accessed to highlight dietary and nutritional values of the types of foods they provide within their restaurants to further create awareness to the much wider internet platform users.

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