How Fast Food Embody American Capitalism
The fast food industry embodies the worst and best of America capitalism due to the economic developments associated with the industry. There are lots of private fast food businesses, such as the Macdonald’s Corporations which has been the symbol of service economy from the past. The worst of American capitalism is seen in consumption since most Americans consume fast foods. The fast-food industry was politically supported since it supported the economic development of the nation. McDonalds Corporation, for example, was responsible for 90 % of the new jobs that were created in the society. It thus helped solve one of the government issues of unemployment; thus the fast food industry had to get support (Cohen, 2002). The fast-food industry got social support as they provided a market for the farm products. In addition, the industries provided ready foods for Americans such as French fries and hamburger. America is recognized as the fast food nation, indicating that most of their food trends are based on fast foods.
Elements of Southern California “Culture”
The development of fast food restaurants was contributed by the accessibility and low price of transport. The availability of the automobiles in Southern California led to a new lifestyle, and it led to the growth and success of the fast food joints. The customers would access the restaurants much easier, and the fast food business would get their products easier, thus able to provide all the fast food the customers required. The ease of transport also led to migration and fast food restaurants began to get more customers. The drive-in restaurants thrived more since they would get new customers all the time. These restaurants became successful, and it led to competition for the customers, leading to the need for each business to distinguish itself from the others. It led to the growth of the McDonalds speedee service system which developed to be able to provide franchise services to present day.
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Comparison of Marketing Strategies of Walt Disney and Ray Kroc’s
Walt Disney used marketing strategies such as creating an atmosphere where the visitors felt like they had escaped the real world, procuring corporate sponsorship and using the synergy strategy where Disney became a franchisor which helped to increase their recognition. Ray Kroc’s enterprise applied different marketing strategies such as using the show business instead of the restaurant business. The McDonald, for instance, was inspired by “Bozo the Clown.” “Playland” characters were created and added to the McDonald’s Corporation. Marketing to children in the two industries is done differently. In McDonald's, it is done as an art, where the children are urged to persuade their parents and guardians. The Corporate markets itself as “Trusted Friend” an indication that the wellbeing of the customers is considered. Walt Disney markets itself by using children characters and creating a children’s world (Schlosser, Linklater, Willis, Kinnear, Hawke, Arquette & Guzmán, 2007). There are ethical issues related to the marketing methods since the companies may create an image they may not hold. The fast food by McDonald, for example, has negative health effects yet they refer to themselves as a trusted friend. The illusion in Walt Disney may make children forget about the real world.
Employees Issues
Employees in the fast food industries are likely to be faced by work-related dangers. There are lots of cooking dangers, for example, when flipping the burgers, one is likely to get burned. There are safety clothes the workers are supposed to wear and at times the place of work, especially McDonald's. The employees may not be having gloves, and they are required to work in dirty places, and it may lead to health implications. The working conditions may not be favourable for the employees, and it exposes them to danger. The hiring processes in most fast food restaurants do not consider the competence and skills. It is mostly only done to have workers who can take care of the employees, and it results in poor customer services. It also affects the quality of the products, for example, some fast food not meeting the quality they should and being associated with being unhealthy. McDonald's has been associated with the provision of unhealthy products which may be due to untrained workers.
Advantages and Disadvantages of Franchise Owner
One of the advantages of being a franchise owner is that the business has a high rate of success, therefore, being more profitable. There is the independence of business owners since the person is in charge of all the operations and can decide how everything will be done. The franchisor has an image brand they have built, reputation, management and work practices and ongoing support. The Franchisors do not require ant business experience as they can train their employees that are necessary for running the business. However, there are some disadvantages associated with it. When the other franchisees perform poorly, it affects the reputation of the franchisor and may discourage other businesses who are interested in the business. The profits have to be shared between the franchise and the franchisor which means that it is a disadvantage. There are usually restrictions that have to be observed such as on purchasing products and when selling them to the users. At the end of the agreement, the franchise may not be willing to renew the contract which means the profits will no longer be available.
Small Family Farms and Corporate Farms
The small family farms are being replaced as people are preferring the fast foods instead of making their own food products. The corporate farms change the rural communities by increasing profits and improving the lifestyle of the people as they can purchase their products.
Solving Problems in the Fast Food Industry
The manufacturers of fast foods should realize that it is not a diet but a lifestyle. The fast food providers should ensure that they are providing a lifestyle to the customers, not a product that will lead to health complications. The needs of the people have to be considered, for example, not all the people care about weight loss but care about a healthy life. The fast-food industry should consider replacement of inputs such as sugar-packed smoothies to something healthier. Leveraging the local context is the other solution (Schlosser, 2012). The producers of fast foods should consider creating an original experience by combining ingredients from different backgrounds such as China and Mexico food. When an original experience is created, it will result in the creation of customer loyalty. The fast food should not be made too fast so that quality can be maintained. Communication should be enhanced so that customers can be aware that the will be waiting for something of high-quality.
What I Liked in the Book
I found the brand essence information in the book interesting. Businesses such as McDonald have used emotional appeal as a way of making sure that they gain the loyalty of the customers. The Corporation has tried to maintain the “trusted friend” image despite the several issues the company has faced.
References
Cohen, D. (2002). Fast Food Nation. Student BMJ, 10.
Schlosser, E. (2012). Fast food nation: The dark side of the all-American meal. Houghton Mifflin Harcourt.
Schlosser, E., Linklater, R., Willis, B., Kinnear, G., Hawke, E., Arquette, P., ... & Guzmán, L. (2007). Fast food nation. Debolsillo.
