Sandwich American’s love their fast food. The concept is synonymous with the unhealthy, cheap meals that have fed the nation since the 1920s a
American’s love their fast food. The concept is synonymous with the unhealthy, cheap meals that have fed the nation since the 1920s and become have a stereotype across the world. As the ruler of convenience, the industry has thrived off of the fast-paced nature of life, reducing the traditional structure of sitting at a table to the commodity of dining from your car.
The drastic turn towards healthy options in fast-food restaurants has been glaringly obvious, a brazen dash towards the trend of health foods that swept across the western world. Whether it’s detailing the number of calories in each meal or the offer of a smoothie instead of a milkshake, the industry’s change of heart has done little for its well-earned reputation as a guilty pleasure.
Since the start of the pandemic, many American’s have opted for healthier lifestyles in an urgent plight to avoid the ‘quarantine 15’, public surveys suggest. An impressive 73% of the surveyed said that they had chosen to take on an exercise routine, rest more or eat healthy since the pandemic began in 2020.
What does that mean for fast food?
The convenience of fast food has always remained an irresistible draw and comfort. The illusion of healthy food being inconvenient will remain strong for those who want it to be there. A burger and fries presented in 2 minutes is what made the industry a success, and it’s still adored by the public. For example, your average college student in 2021 opts to eat fast food between one and three times a week without full knowledge of the health impacts.
Back in 2014, McDonald’s took on a rebranding strategy that shocked us all. The international restaurant, reputed for its greasy, low-quality ingredients, opted to reinvent itself with fresh locally sourced ingredients and meat patties containing 100% beef to hop on the healthy food trend – with a color scheme to match.
The change was an impressive move in the right direction for American fast-food eateries and a sure sign for what would follow. Since McDonald’s’ trend-setting move, America’s best-loved chains have renovated their menus to keep up. Salads, good quality meats, and fruity coolers are a staple on restaurant menus, along with the exact number of calories in each meal. Despite this, further research in 2019 revealed that the chains are still part of the cause of chronic diseases and obesity as portion sizes soar.
The popular option of healthy food being expensive and inconvenient is rapidly becoming an urban myth. In 2017, over 75% of American’s surveyed thought the restaurants were unhealthy, and therefore, less desirable than purchasing locally sourced, fresh produce. Although, around the same percentage would continue to purchase fast foods for their children.
What appeared to be a race between burgers, fried chicken and tacos is now being chased by salads and smoothies.
Looking into 2021, talking points across America and beyond focus on maintaining an affordable healthy lifestyle and highlight fast food as a health issue. Grab-and-go options popularized across the United States are greener than ever with commercial juicers on constantly, and locally sourced salads by the bucket load. Most importantly, the newcomers onto the market are providing all of these options at similar prices to their unhealthy competitors.
The trend, which is now referred to as a healthy food movement, is here to stay.
Younger generations are galvanized by more sustainable options for the environment and themselves, however, fast food still accounts for 50% of the entire restaurant sector. The future may look green and filled with sustainable, locally sourced ingredients, but the unhealthy side of the industry is loved by many and continues to evolve.
Pressured by sustainability and great concerns over personal health, the fast-food industry has jumped on the bandwagon with multiple chains now using organic produce. The quality and nutritional content of the meals sold are the best they have been in 30 years according to Medical News Today. With large salt quantities and even larger portion sizes, there is still much more to be done.
The pandemic has been a harsh wake-up call that may see the health food movement grab hold of the industry. As traditional fast foods, as we know them, fall out of fashion with younger generations, this multi-billion dollar market is the chameleon of hospitality and won’t be going anywhere.
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