ABSTRACT

Fast food is the term given to food that is prepared and served
very quickly, first popularized in the 1950s in the United States. While
any meal with low preparation time can be considered fast food, typically
the term refers to food sold in a restaurant or store with preheated or
precooked ingredients, and served to the customer in a packaged form
for take-out/take-away. Fast food restaurants are traditionally separated
by their ability to serve food via a drive-through. The term "fast food" was
recognized in a dictionary by MerriamWebster in 1951.
Outlets may be stands or kiosks, which may provide no shelter or
seating or fast food restaurants (also known as quick service
restaurants). Franchise operations that are part of restaurant
chains have standardized foodstuffs shipped to each restaurant from
central locations.
The fast food industry, also known as Quick Service Restaurants
(QSR), has been serving up tasty morsels for as long as people have
lived in cities. The modern system of fast food franchising is believed to
have started in the mid 1930s when Howard Johnson franchised his
second location to a friend as a means to expand operations during the
Great Depression. And oh how it has grown! As cars became
commonplace, the drive-thru concept brought explosive growth to the
idea of food-on-the go. Fast Food was added to the Merrion-Webster
dictionary in 1951 and U.S. fast food companies are now franchised in
over 100 countries. In the U.S. alone there are over 200,000 restaurant
locations! Revenue has grown from $6 billion in 1970 to $160 billion last
year, an 8.6% annualized rate.
Fast food franchises focus on high volume, low cost and high
speed product. Frequently food is preheated or precooked and served
to-go, though many locations also offer seating for on-site consumption.
For stands, kiosks or sit-down locations, food is standardized and
shipped from central locations. Consumers enjoy being able to get a
familiar meal in each location, and menus and marketing are the same in
every location.

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LITERATURE REVIEW

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OBJECTIVE OF THE STUDY

Determine what criteria are important to consumers with respect to

patronizing a fast food establishment.
Determine which fast food restaurant would be most successful in the
area.
Determine fast food spending habits.

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LIMITATIONS OF THE STUDY

I came to the conclusion that there is a lack of fast food facilities in the
YARI ROAD area. I came to the conclusion that:
Research is necessary to determine if Claras College students would
patronize a fast food chain in YARI ROAD.

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SOURCES OF DATA COLLECTIONS

PRIMARY DATA COLLECTIONS
Primary data are first hand information. This information is collected directly
from the source by means of field studies. Primary data are original and are like
raw materials. It is the crudest form of information. The investigator himself
collects primary data or supervises its collection. It may be collected on a
sample or census basis or from case studies.
Questionnaire
SECONDARY DATA COLLECTIONS
Secondary data are the Second hand information data; the data which have
already been collected and processed by some agency or persons and are not
used for the first time are termed as secondary data.
In the secondary data we refer different
Research paper, Journals and books from the websites, Wikipedia.
In this research we use both the data collection method

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INTRODUCTION
Fast food is the term given to food that can be prepared and served very
quickly, first popularized in the 1950s in the United States. While any meal with
low preparation time can be considered to be fast food, typically the term refers
to food sold in a restaurant or store with preheated or precooked ingredients,
and served to the customer in a packaged form for take-out/take-away. Fast food
restaurants are traditionally separated by their ability to serve food via a drivethrough. The term "fast food" was recognized in a dictionary by Merriam
Webster in 1951.
Outlets may be stands or kiosks, which may provide no shelter or
seating, or fast food restaurants (also known as quick service restaurants).
Franchise operations which are part of restaurant chains have standardized
foodstuffs shipped to each restaurant from central locations.
The concept of ready-cooked food for sale is closely connected with urban
development. In Ancient Rome, cities had street stands that sold bread, sausages
and wine.
In the cities of Roman antiquity, much of the urban population living
in insulae, multi-story apartment blocks, depended on food vendors for much of
their meals. In the mornings, bread soaked in wine was eaten as a quick snack
and cooked vegetables and stews later in popina, a simple type of eating
establishment. In the Middle Ages, large towns and major urban areas such
as London and Paris supported numerous vendors that sold dishes such
as pies, pasties, flans, waffles, wafers, pancakes and

cooked

meats.

As

in

Roman cities during antiquity, many of these establishments catered to those

who did not have means to cook their own food, particularly single households.
Unlike richer town dwellers, many often could not afford housing with kitchen

6|Page

facilities and thus relied on fast food. Travellers, as well, such as pilgrims en
route to a holy site, were among the customers.
In areas which had access to coastal or tidal waters, 'fast food' would
frequently

include

local shellfish or seafood,

such

as oysters or,

as

in

London,eels. Often this seafood would be cooked directly on the quay or close
by. The development of trawler fishing in the mid nineteenth century would
lead to the development of a British favourite fish and chips, and the first shop
in 1860. A blue plaque at Oldham's Tommyfield Market marks the origin of the
fish and chip shop and fast food industries in Britain.
British fast food had considerable regional variation. Sometimes the
regionality of dish became part of the culture of its respective area, examples
include among other the cornish pasty and Deep-fried Mars bar The content of
fast food pies has varied, with poultry (such as chickens) or wildfowl commonly
being used. After World War II, turkey has been used more frequently in fast
food.
As well as its native cuisine, the UK has adopted fast food from other
cultures, such as pizza, kebab, and curry. More recently healthier alternatives to
conventional fast food have also emerged.
As automobiles became popular and more affordable following World War
I, drive-in restaurants were introduced. The American company White Castle,
founded by Billy Ingram and Walter Anderson in Wichita, Kansas in 1921, is
generally credited with opening the second fast food outlet and first
hamburger chain, selling hamburgers for five cents each. Walter Anderson had
built the first White Castle restaurant in Wichita in 1916, introducing the
limited menu, high volume, low cost, high speed hamburger restaurant. Among
its innovations, the company allowed customers to see the food being prepared.
White Castle was successful from its inception and spawned numerous
competitors.
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Franchising was introduced in 1921 by A&W Root Beer, which franchised

its distinctive syrup. Howard Johnson's first franchised the restaurant concept in
the mid-1930s, formally standardizing menus, signage and advertising.
Curb service was introduced in the late 1920s and was mobilized in the
1940s when carhops strapped on roller skates.
The United States has the largest fast food industry in the world, and
American fast food restaurants are located in over 100 countries. Approximately
4.1 million U.S. workers are employed in the areas of food preparation and
food servicing including fast food in the USA.
Fast food outlets are take-away or take-out providers, often with a "drivethrough" service which allows customers to order and pick up food from their
cars, but most also have indoor and/or outdoor seating areas in which the
customers can eat the food on-site.
Nearly from its inception, fast food has been designed to be eaten "on the
go", often does not require traditional cutlery, and is eaten as a finger food.
Common menu items at fast food outlets include fish and chips,
sandwiches, pitas, hamburgers, fried chicken, french fries, onion rings, chicken
nuggets, tacos, pizza, hot dogs, and ice cream, though many fast food
restaurants offer "slower" foods like chili, mashed potatoes, and salads.
Many petrol/gas

stations have convenience

stores which

sell

pre-

packaged sandwiches, doughnuts, and hot food. Many gas stations in the United
States and Europe also sell frozen foods and have microwaves on the premises
in which to prepare them.
Traditional street food is available around the world, usually from small
operators and independent vendors operating from a cart, table, portable grill or
motor vehicle. Common examples include Vietnamese noodle vendors, Middle
Eastern falafel stands, New York City hot dog carts, and taco trucks. Turo-Turo
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vendors (Tagalog for point point) are a feature of Philippine life. Commonly,
street vendors provide a colorful and varying range of options designed to
quickly captivate passers-by and attract as much attention as possible.
Depending on the locale, multiple street vendors may specialize in
specific types of food characteristic of a given cultural or ethnic tradition. In
some cultures, it is typical for street vendors to call out prices, sing or chant
sales-pitches, play music, or engage in other forms of "street theatrics" in order
to engage prospective customers. In some cases, this can garner more attention
than the food
Modern commercial fast food is often highly processed and prepared in
an industrial fashion, i.e., on a large scale with standard ingredients and
standardized cooking and production methods. It is usually rapidly served in
cartons or bags or in a plastic wrapping, in a fashion which minimizes cost. In
most fast food operations, menu items are generally made from processed
ingredients prepared at a central supply facility and then shipped to individual
outlets where they are reheated, cooked (usually by microwave or deep frying)
or assembled in a short amount of time. This process ensures a consistent level
of product quality, and is key to being able to deliver the order quickly to the
customer and eliminate labor and equipment costs in the individual stores.
Because of commercial emphasis on speed, uniformity and low cost, fast
food products are often made with ingredients formulated to achieve a certain
flavor or consistency and to preserve freshness.
Fast food players such as Pizza Hut and McDonalds focused on
introducing new food items, such as Veg Wraps to their menus in 2011.
Additionally, fast food chains such as McDonalds also continued to offer value
for money combo deals which were promoted by persuasive advertisements.
Additionally, fast foods good satiety value and rich taste available at affordable
prices continued to attract consumers aged between 12-40-years-old.
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Fast food continued to be highly fragmented with no single player

accounting for a double digit share in 2011. Of all, McDonalds led the fast food
category with a value share of less than 2%, followed closely by KFC. Further,
Baskin-Robbins and Swirls remained front runners in ice cream fast food.
Additionally, players such as Taco Bell have started to slowly carve out a niche
in India with American fast food offerings. Asian fast food remained dominated
by independents but chained players like Yo! China, Mainland China, and The
Street Foods of India, gained huge popularity among consumers.
Over the forecast period, fast food in India is expected to experience
positive growth in value terms, as operators are likely to continue investing in
various campaigns to strengthen their brands. Companies are also likely to
introduce new food offerings to suit the tastes of different consumers.
Additionally, the new growth is likely to come from Tier II and Tier III cities
where major fast food players are likely to expand aggressively.
The concept of fast food pops up during 1920s.The 1950s first witnessed
their rapid proliferation.

Several factors that contributed to this explosive growth in 50s were:

(1) Americas love affair with the automobiles.

(2) The construction of a major new highway system.
(3) The development of sub-urban communities.

Fast-food chains initially catered to automobile owners in suburbia.

Ancient Rome cities had street stands that sold bread and wine.
A fixture of East Asian cities is the noodle shop.
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 Flatbread and falafel(like Indian Vada Paav) are today ever-present in the
Middle East.
Popular Indian fast food dishes include vada pav, panipuri and dahi vada.
In 2006, the global fast food market grew by 4.8% and reached a value of
102.4 billion.
In India alone the fast food industry is growing by 40% a year.
Major Fast Food giants include Mc Donalds, Subway, Pizza Hut, Taco
bell.
Common menu items at fast food outlets include
fish and chips, sandwiches, pitas, Hamburgers, fried chicken, French fries,
chicken nuggets, Tacos, Pizza, Hot dogs, and Ice cream.
Fast food is the term given to food that can be prepared and served very
quickly, first popularized in the 1950s in the United States. While any meal with
low preparation time can be considered to be fast food, typically the term refers
to food sold in a restaurant or store with preheated or precooked ingredients,
and served to the customer in a packaged form for take-out/take-away. Fast food
restaurants are traditionally separated by their ability to serve food via a drivethrough. The term "fast food" was recognized in a dictionary by Merriam
Webster in 1951.
Outlets may be stands or kiosks, which may provide no shelter or
seating, or fast

food

restaurants (also

known

as quick

service

restaurants).Franchise operations which are part of restaurant chains have

standardized foodstuffs shipped to each restaurant from central locations.
The concept of ready-cooked food for sale is closely connected with
urban development. In Ancient Rome, cities had street stands that sold bread,
sausages and wine.

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Modern commercial fast food is often highly processed and prepared in

an industrial fashion, i.e., on a large scale with standard ingredients and
standardized cooking and production methods. It is usually rapidly served in
cartons or bags or in a plastic wrapping, in a fashion which minimizes cost. In
most fast food operations, menu items are generally made from processed
ingredients prepared at a central supply facility and then shipped to individual
outlets where they are reheated, cooked (usually by microwave or deep frying)
or assembled in a short amount of time. This process ensures a consistent level
of product quality, and is key to being able to deliver the order quickly to the
customer and eliminate labor and equipment costs in the individual stores.
Because of commercial emphasis on speed, uniformity and low cost, fast
food products are often made with ingredients formulated to achieve a certain
flavor or consistency and to preserve freshness.
Arguably, the first fast food restaurants originated in the United
States with A&W in 1919 and White Castle in 1921.[2] Today, Americanfounded fast food chains such as McDonald's and KFC are multinational
corporations with outlets across the globe.
Variations on the fast food restaurant concept include fast casual
restaurants and catering trucks. Fast casual restaurants have higher sit-in ratios,
and customers can sit and have their orders brought to them. Catering trucks
often park just outside worksites and are popular with factory workers.
Over time, fast food restaurants have been growing rapidly, especially in
urban

neighborhoods.

According

to

US

research,

low-income

and

predominantly African-American neighborhoods have greater exposure to fast

food outlets than higher income and predominantly white areas. This has put
into question whether urbanized neighborhoods were targeted, which causes an
unhealthier group of people compared to people from a higher socioeconomic

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status. It has also been shown that there is a lower chance of finding a fast food
restaurant in a suburban neighborhood.
The project of Fast food chain is to attract the children.
Special activities would be included to create a differentiation among the
big brands.
There would also be some items for youngsters coming with children.
Thus the main aim is to cater the needs of the market and to provide a
classic fast food chain.

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PROCEDURE TO PUT UP A FAST FOOD CORNER

DECIDE ON A RESTAURANT CONCEPT

The first step in opening a new restaurant is deciding what type of
restaurant it is going to be. Are you looking at opening a high-end fine
dining restaurant? A casual diner? Do you have a specific type of cuisine
you plan to serve, such as Italian, French or Indian? Perhaps you want to
specialize in one area, like a microbrewery and pub. Before you move onto
step two you first need to define what kind of restaurant you want to open.
SELECT A RESTAURANT LOCATION
Location, location, location. It can make or break a restaurant. Before you
run and sign a lease for your restaurant location, do your homework. Is
therestaurant location in a busy area, with plenty of foot traffic? If not, is
there enough parking? Have ten other restaurants come and gone in the
same spot? (warning bells should be loud and clear, if that is the case.)
CHOOSE A RESTAURANT NAME
Probably the most fun step in opening a new restaurant. Select a restaurant
name that means something. It can be a reflection of your theme or
location. i.e. An Italian restaurant called Giovannis or it can be called after
the owner, such as Paula DeensSavannah Restaurant, The Lady & Sons.
WRITE A RESTAURANT BUSINESS PLAN
There are two important reasons you need a restaurant business plan. 1. It
helps you see big fat problems in your restaurant plan, like not a big
enough population base or a bad location. And 2. No bank in their right
mind will finance you without one.
FIND FINANCING
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This is the step that stops most people from actually opening their own
restaurant. Financing. Although it is increasingly harder to get financing for
a restaurant, it is not impossible. Between banks, small business agencies
and private investors, financing is possible. But you need to show up to
your interview prepared and professional, showing potential investors that
you know what you are doing.
APPLY FOR LICENSES AND PERMITS
Many licenses and permits take several weeks, even months to be
approved. So as soon as you know you are good to go with your financing,
you should start filling the paperwork. Common licenses and permits for
restaurants, regardless of state includeliquor licenses, sign permits and
workers compensation.
DESIGN THE RESTAURANT
A large empty space quickly fills up when you start adding commercial
kitchens, walk-in refrigerators, a bar, rest rooms and waiting area.
The design of a restaurant should be a balance between aesthetics and
seating capacity, always keeping practicality in mind.
WRITE A RESTAURANT MENU
A well-written restaurant menu should be both descriptive easy to read and
have a clear, uncluttered layout. A few things to avoid on a restaurant
menu include clip art and too many disclaimers.
STOCK YOU RESTAURANT
Once

you

have

your

restaurant

design

down,

you

can

start

purchasing commercial kitchen equipment and furniture for your dining

room and other areas in the front of the house. To save money,
consider buying used equipment, as well as leasing certain items.
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Commercial equipment with the Energy Star logo can cost more at first, but
usually pay for themselves in as little as one year.
HIRE RESTAURANT STAFF
As you get closer to opening day you need to begin hiring for both the
kitchen and floor.Kitchen staff, wait staff and bartenders are all integral
parts of any restaurant, and you want to hire the perfect person for each
position.
GET THE WORD OUT ABOUT YOUR NEW RESTAURANT
Advertising is a must for most new restaurants. Supplement traditional
advertising, such as newspapers and radio ads, with new media. Dont
overlook the power of a good website for your restaurant. Use social
media sites, like Twitter, MySpace and FaceBook, to spread the word about
your new place.
WHAT YOU NEED WHILE BUILDING UP A RESTAURANT

Patience

Perseverance

High Threshold for Stress

A Sense of Humor

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HISTORY OF FASTFOOD INDUSTRY

MAJOR PLAYERS

McDonald's Corporation
McDonald's first filed for a U.S. trademark on the name "McDonald's" on May
4, 1961, with the description "Drive-In Restaurant Services", which continues to
be renewed through the end of December 2009

Domino's Pizza
Domino's Pizza Is an American restaurant chain and
international franchise pizza delivery corporation headquartered at the Domino
Farms Office Park (the campus being owned by Domino's Pizza cofounder Tom Monaghan) in Ann Arbor Charter Township, Michigan, United
States, near Ann Arbor, Michigan. Founded in 1960, Domino's is the secondlargest pizza chain in the United States (after Pizza Hut) and the largest
worldwide, with more than 10,000 corporate and franchised stores in 70
countries. Domino's Pizza was sold to Bain Capital in 1998 and went public in
2004.

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MCDONALD'S CORPORATION
HISTORY OF McDONALDS
The

business

began

in

1940,

with

a restaurant opened

by

brothers Richard and Maurice McDonald at 1398 North E Street at West 14th
Street in San Bernardino, California (at 34.1255N 117.2946W). Their
introduction of the "Speedee Service System" in 1948 furthered the principles of
the modern fast-food restaurant that the White Castle hamburger chain had
already put into practice more than two decades earlier. The original mascot of
McDonald's was a man with a chef's hat on top of a hamburger shaped head
whose name was "Speedee". Speedee was eventually replaced with Ronald
McDonald by 1967 when the company first filed a U.S. trademark on a clown
shaped man having puffed out costume legs.
McDonald's first filed for a U.S. trademark on the name "McDonald's" on
May 4, 1961, with the description "Drive-In Restaurant Services", which
continues to be renewed through the end of December 2009. In the same year,
on September 13, 1961, the company filed a logo trademark on an overlapping,
double arched "M" symbol. The overlapping double arched "M" symbol logo
was temporarily disfavored by September 6, 1962, when a trademark was filed
for a single arch, shaped over many of the early McDonald's restaurants in the
early years. Although the "Golden Arches" appeared in various forms, the
present form as a letter "M" did not appear until November 18, 1968, when the
company applied for a U.S. trademark. The present corporation dates its
founding to the opening of a franchised restaurant by Ray Kroc, in Des Plaines,
Illinois, on April 15, 1955, the ninth McDonald's restaurant overall. 1965. Kroc
was also noted for aggressive business practices, compelling the McDonald
brothers to leave the fast food industry.

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 HEADQUATERS
The McDonald's headquarters complex, McDonald's Plaza, is located
in Oak Brook, Illinois. It sits on the site of the former headquarters and stabling
area of Paul Butler, the founder of Oak Brook. McDonald's moved into the Oak
Brook facility from an office within the Chicago Loop in 1971.
FACTS AND FIGURES
McDonald's restaurants are found in 118 countries and territories around
the world and serve 68 million customers each day. McDonald's operates over
34,000 restaurants worldwide, employing more than 1.7 million people. The
company also operates other restaurant brands, such as Piles Caf.
Focusing on its core brand, McDonald's began divesting itself of other
chains it had acquired during the 1990s. The company owned a majority stake
inChipotle Mexican Grill until October 2006, when McDonald's fully divested
from Chipotle through a stock exchange.[14][15] Until December 2003, it also
owned Donatos Pizza. On August 27, 2007, McDonald's sold Boston
Market to Sun Capital Partners.
Notably, McDonald's has increased shareholder dividends for 25
consecutive years, making it one of the S&P 500 Dividend Aristocrats. In
October 2012, its monthly sales fell for the first time in nine years

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 TYPES OF FAST FOOD JOINTS

Most standalone McDonald's restaurants offer both counter service and drivethrough service, with indoor and sometimes outdoor seating. Drive-Thru, AutoMac, Pay and Drive, or "McDrive" as it is known in many countries, often has
separate stations for placing, paying for, and picking up orders, though the latter
two steps are frequently combined; it was first introduced in Arizona in 1975,
following the lead of other fast-food chains. The first such restaurant in Britain
opened at Fallowfield, Manchester in 1986.
In some countries, "McDrive" locations near highways offer no counter
service or seating. In contrast, locations in high-density city neighborhoods
often omit drive-through service. There are also a few locations, located mostly
in downtown districts, that offer Walk-Thru service in place of Drive-Thru.
To accommodate the current trend for high quality coffee and the
popularity of coffee shops in general, McDonald's introduced McCaf, a cafstyle accompaniment to McDonald's restaurants in the style of Starbucks.
McCaf is a concept created by McDonald's Australia, starting with Melbourne
in 1993. Today, most McDonald's in Australia have McCafs located within the
existing McDonald's restaurant. In Tasmania, there are McCafs in every store,
with the rest of the states quickly following suit. After upgrading to the new
McCaf look and feel, some Australian stores have noticed up to a 60% increase
in sales. As of the end of 2003 there were over 600 McCafs worldwide. Some
locations are connected to gas stations/convenience stores, while others
called McExpress have limited seating and/or menu or may be located in
a shopping mall. Other McDonald's are located in Walmart stores. McStop is a
location targeted at truckers and travelers which may have services found
at truck stops. Since 1997, in addition to many in Israel, one kosher McDonald's
is located in the Abasto mall, in Buenos Aires, Argentina.
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 Playgrounds
Some McDonald's in suburban areas and certain cities feature large indoor or
outdoor playgrounds. The first Play Place with the familiar crawl-tube design
with ball pits and slides was introduced in 1987 in the USA, with many more
being constructed soon after. Some Play Place playgrounds have been renovated
into "R Gym" areas.
CHARITY DONE BY McDONALDS
McHappy Day
McHappy Day is an annual event at McDonald's, where a percentage of the
day's sales go to charity. It is the signature fundraising event for Ronald
McDonald House Charities.[37]
In 2007, it was celebrated in 17
countries: Argentina, Australia, Austria, Brazil, Canada, the United
States, Finland, France, Guatemala, Hungary,England, Ireland, New
Zealand, Norway, Sweden, Switzerland and Uruguay.
According to the Australian McHappy Day web site, McHappy Day raised
$20.4 million in 2009. The goal for 2010 was $20.8 million.[38]
McDonald's Monopoly donation to St. Jude
In 1995, St. Jude Children's Research Hospital received an anonymous letter
postmarked in Dallas, Texas, containing a $1 million winning McDonald's
Monopoly game piece. McDonald's officials came to the hospital, accompanied
by a representative from the accounting firm Arthur Andersen, who examined
the card under a jeweler's eyepiece, handled it with plastic gloves, and verified
it as a winner.[39] Although game rules prohibited the transfer of prizes,
McDonald's waived the rule and has made the annual $50,000 annuity
payments, even after learning that the piece was sent by an individual involved
in an embezzlement scheme intended to defraud McDonalds.
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 BUSINESS MODEL
McDonald's Corporation earns revenue as an investor in properties, a
franchiser of restaurants, and an operator of restaurants. Approximately 15% of
McDonald's restaurants are owned and operated by McDonald's Corporation
directly. The remainder are operated by others through a variety of franchise
agreements and joint ventures.
The McDonald's Corporation's business model is slightly different from
that of most other fast-food chains. In addition to ordinary franchise fees and
marketing fees, which are calculated as a percentage of sales, McDonald's may
also collect rent, which may also be calculated on the basis of sales. As a
condition of many franchise agreements, which vary by contract, age, country,
and location, the Corporation may own or lease the properties on which
McDonald's franchises are located. In most, if not all cases, the franchisee does
not own the location of its restaurants.
The United Kingdom and Ireland business model is different than the
U.S, in that fewer than 30% of restaurants are franchised, with the majority
under the ownership of the company. McDonald's trains its franchisees and
others at Hamburger University in Oak Brook, Illinois.
McDONALDS ADVERTISING STRATEGY
McDonald's maintains an extensive advertising campaign. In addition to
the usual media including television, radio, and newspaper ads, the company
makes significant use of billboards and signage, sponsors sporting events
ranging from Little League to the Olympic Games, and makes coolers of orange
drink with their logo available for local events of all kinds. However, television
ads remain the primary form of advertisement.

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McDonald's has used 23 different slogans to advertise in the United

States, as well as a few other slogans for select countries and regions. At times,
it has run into trouble with its campaigns.
i'm lovin' it is an international branding campaign by McDonald's
Corporation. It was created by Heye & Partner, McDonald's agency based
in Unterhaching, Germany, near Munich, and a member of the DDB Worldwide
Communications Group, Inc. It was the company's first global advertising
campaign and was launched in Munich, Germany on September 2, 2003, under
the German title ich liebe es. This is only used in Germany; in Austria,
Switzerland, and Liechtenstein, the English slogan is used. The English part of
the campaign was launched in Australia on September 21, 2003, the UK on
September 17, 2003, and in the USA on September 29, 2003 with the music of
Tom Batoy and Franco Tortora (Mona Davis Music) and vocals by Justin
Timberlake, in which the slogan appears. The motion logo at the time (featuring
the "M" zooming out and shining and the "i'm lovin' it" (in different languages,
usually in English) zooming to the "M", leaving a trail) was produced by
using Adobe After Effects and Adobe InDesign. Also, by September 3, 2003,
McDonald's selected more than 30 people to appear in new packaging for
McDonald's products, starting with a photoshoot taking place from September
3, 2003 until November 2003. They unveiled new "i'm lovin' it"themed
packaging on December 8, 2003 and rolled it out worldwide throughout 2004
with the final delivery date being November 20, 2004. In January 2007, after a
public casting call which received 15,000 submissions, McDonald's selected 24
people to appear as part of the campaign. Images of those chosen, taken from
September to December 2006, who had submitted a story and digital
photograph which "captured ... themes of inspiration, passion and fun,"
appeared on McDonald's paper bags and cups worldwide.

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DOMINOS PIZZA
HISTORY OF DOMINOS PIZZA
In 1960, Tom Monaghan and his brother, James, purchased DomiNick's,
a

small

pizza

store

in Ypsilanti,

Michigan,

near Eastern

Michigan

University.[6] The deal was secured by a $75 down payment and the brothers
borrowed $500 to pay for the store.[7] Eight months later, James traded his half
of the business to Tom for a used Volkswagen Beetle.[7] In 1965, Monaghan
renamed the business Domino's Pizza, Inc. In 1967, the first Domino's Pizza
franchise store opened in Ypsilanti.[7] The company logo was originally planned
to add a new dot with the addition of every new store, but this idea quickly
faded, as Domino's experienced rapid growth. The three dots represent the
stores that were open in 1969. Reflecting Domino's growth, the company had
expanded to 200 stores by 1978. In 1975, Domino's faced a lawsuit by Amstar
Corporation, the maker of Domino Sugar, alleging trademark infringement and
unfair competition. On May 2, 1980, a federal appeals court found in favor of
Domino's Pizza.
In 1998, after 38 years of ownership, Domino's Pizza founder Tom
Monaghan announced his retirement, sold 93 percent of the company to Bain
Capital, Inc. for about $1 billion, and ceased being involved in day-to-day
operations of the company.[15] A year later, the company named David A.
Brandon CEO.
Domino's management is led by J. Patrick Doyle, CEO from March 2010,
formerly president of Domino's USA. Previous chief executive David Brandon,
made the athletic director of the University of Michigan in January 2010,
remains chairman.[49] Among 11 executive vice presidents are Michael Lawton,
CFO; Steve Akinboro, Team USA; Scott Hinshaw, Franchise Operations and
24 | P a g e

Development; and Kenneth Rollin, General Counsel.[50] Domino's operations

are overseen by a board of directors led by Brandon. Other members of the
board are Andrew Balson, Diana Cantor, Mark Nunnelly, Robert Rosenberg and
Bud Hamilton.
INTERNATIONAL EXPANSION
On May 12, 1983, Domino's opened its first international store,
in Winnipeg, Manitoba, Canada.[12] That same year, Domino's opened its
1,000th store overall. In 1985, they opened their first store in the United
Kingdom in Luton.[13] Also in 1985, Domino's opened their first store in Tokyo,
Japan. By 1995, Domino's had expanded to 1,000 international locations. In
1997, Domino's opened its 1,500th international location, opening seven stores
in one day across five continents.[9] From 2007 to 2012, Domino's gradually
established a presence in India with at least 1,000 locations by 2012
DOMINOS PIZZA ADVERTISEMENT AND SPONSORSHIP
In the 1980s, Domino's Pizza was well known for its advertisements
featuring the Noid. That concept was created by Group 243 Inc. who then
hired Will Vinton Studios to produce the television commercials that they
created. The catchphrase associated with the commercials was "Avoid the
Noid."
Due to a glitch on the Domino's website, the company gave away nearly 11,000
free medium pizzas in March 2009. The company had planned the campaign for
December 2008 but dropped the idea and never promoted it. The code was
never deactivated though and resulted in the free giveaway of the pizzas across
the United States after someone discovered the promotion on the website by
typing in the word "bailout" as the promotion code and then shared it with
others on the Internet. Domino's deactivated the code on the morning of March
31, 2009 and promised to reimburse store owners for the pizzas.

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Domino's sponsored CART's Doug Shierson Racing, which was driven by Arie
Luyendyk and won the 1990 Indianapolis 500. In 2003, Domino's teamed up
with NASCAR for a multi-year partnership to become the "Official Pizza of
NASCAR."[54] Domino's

also

sponsored Michael

Waltrip

Racing and

driverDavid Reutimann during the 2007 season in the NASCAR Sprint Cup
Series.
Charitable activities BY DOMINOS PIZZAS
In 2001, Domino's launched a two-year national partnership with the Make-AWish Foundation of America. That same year, company stores in New York
City and Washington D.C. provided more than 12,000 pizzas to relief workers
following the September 11 attacks on the World Trade Center andThe
Pentagon. Through a matching funds program, the corporation donated
$350,000 to the American Red Cross' disaster relief effort.[9] In 2004, Domino's
began a partnership with St. Jude Children's Research Hospital, participating in
the hospital's "Thanks and Giving" campaign since the campaign began in 2004,
and raising more than $1.3 million in 2006

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VARIANTS IN THE TASTE CUISINE AND VARIETY OF DISHES IN

THE FAST FOOD INDUSTRY

CHINA
Chinese takeaways/takeout restaurants are particularly popular. They
normally offer a wide variety of Asian food (not always Chinese), which has
normally been fried. Most options are some form of noodles, rice, or meat. In
some cases, the food is presented as a smrgsbord, sometimes self service. The
customer chooses the size of the container they wish to buy, and then is free to
fill it with their choice of food. It is common to combine several options in one
container, and some outlets charge by weight rather than by item. Many of these
restaurants offer free delivery for purchases over a minimum amount.

JAPAN

Sushi has seen rapidly rising popularity in recent time. A form of fast food
created in Japan (where bent is the Japanese equivalent of fast food), sushi is
normally cold sticky rice flavored with a sweet rice vinegar and served with
some topping (often fish), or, as in the most popular kind in the West, rolled
innori (dried laver) with filling. The filling often includes fish, chicken
or cucumber.

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 UNITED STATES OF AMERICA

Pizza is a common fast food category in the United States, with chains such
as Papa John's, Domino's Pizza, Sbarro and Pizza Hut. Menus are more limited
and standardized than in traditional pizzerias, and pizza delivery is offered

MIDDLE EAST COUNTRIES

Kebab houses are a form of fast food restaurant from the Middle East,
especially Turkey and Lebanon. Meat is shaven from a rotisserie, and is served
on a warmed flatbread with salad and a choice of sauce and dressing.
These doner kebabs or shawarmas are distinct from shish kebabs served on
sticks.

Kebab

shops

are

also

found

throughout

the

world,

especially Europe, New Zealand and Australia but they generally are less
common in the US.

NEW ZEALAND, UNITED KINGDOMS, AUSTRALIA

Fish and chip shops are a form of fast food popular in the United Kingdom,
Australia and New Zealand. Fish is battered and then deep fried.

NETHERLANDS
The Dutch have their own types of fast food. A Dutch fast food meal often
consists of a portion of french fries (called friet or patat) with a sauce and a
meat product. The most common sauce to accompany french fries is fritessaus.
It is a sweet, vinegary and low fat mayonnaise substitute, that the Dutch
nevertheless still call "mayonnaise". When ordering it is very often abbreviated
to (literally "with"). Other popular sauces are ketchup or spiced ketchup
("curry"), Indonesian style peanut sauce ("satsaus" or "pindasaus") or piccalilli.
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Sometimes the fries are served with combinations of sauces, most

famously (special): mayonnaise, with (spiced) ketchup and chopped onions;
and (literally "war"): mayonnaise and peanut sauce (sometimes also with
ketchup and chopped onions). The meat product is usually a deep fried snack;
this includes the frikandel (a deep fried skinless minced meat sausage), and
the kroket (deep fried meat ragout covered in breadcrumbs).

SPAIN AND PORTUGAL

In Portugal, there are some varieties of local fast-food and restaurants
specialized in this type of local cuisine. Some of the most popular foods
includefrango assado (Piri-piri grilled chicken previously
marinated), francesinha, francesinha poveira, espetada (turkey or pork meat on
two sticks) and bifanas(pork cutlets in a specific sauce served as a sandwich).
This type of food is also often served with french fries (called batatas fritas),
some international chains started appearing specialized in some of the typical
Portuguese fast food such as Nando's.

INDIA, SRI LANKA, INDONESIA, BANGLADESH, PAKISTAN

A fixture of East Asian cities is the noodle shop. Flatbread and falafel are today
ubiquitous in the Middle East. Popular Indian fast food dishes include vada
pav, panipuri and dahi

vada.

In

the

French-speaking

nations

of West

Africa, roadside stands in and around the larger cities continue to sellas they
have done for generationsa range of ready-to-eat, char-grilled meat sticks
known locally as brochettes (not to be confused with the bread snackof the same
name found in Europe).

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FAST FOOD ADVERTISING

Fast food advertising is the promotion of fast food products and ventures
through a variety of media.
Fast food is among one the most heavily advertised sectors of the United
States economy, along with automobiles, insurance, retail outlets, and consumer
electronics. A 2013 Ad Agecompilation of the 25 largest advertisers in the
United States ranked McDonald's as the fourth-largest advertiser (spending
US$957,000,000 on measurable advertisements in 2012) and Subway at
nineteenth (US$516,000,000)

CAMPAIGN INTENTIONS
Advertising campaigns for fast food restaurants have changed in their intent
over time. Many modern campaigns stress the availability of healthy options
after years of criticism for the harmful effects of a fast food diet. The rise in
awareness of healthy eating and obesity has negatively impacted the business of
these establishments, and their marketing campaigns have attempted to rectify
this.

TARGET AUDIENCE
Some fast food restaurants aim their advertising at children and
students. McDonald's Happy Meals are one example, which includes a toy often
tied in with a newly-released children's film. Ronald McDonald, first introduced
in 1963, is a clown-like advertising mascot designed to appeal to young
children. From 1996, Disney was an exclusive partner with McDonald's, linking
their products together. They announced the end of this deal in May 2006, with

30 | P a g e

some

reports

saying

that

Disney

was

worried

about childhood

obesity. McDonald's has since been in talks with rival animation studios.
Chains like Carl's Jr. and Burger King (see Burger King advertising) have
directed advertising towards a different demographic young teenage and
college-age men with trendy, often sexualised, imagery and messages that
target men's supposed desire for large, meat-filled burgers and rich, satisfying
food. In 2005, for example, Carls' Jr. debuted a controversial ad featuring a
bikini-clad Paris Hilton writhing sensuously on an expensive Bentley luxury car
while enjoying a large burger. The ad provoked outrage from a number of
groups, but Carl's Jr. sales climbed impressive

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METHODS OF ADVERTISING
Common methods of advertising include:

Television commercial campaigns

Print media campaigns

Billboard campaigns

Event Sponsorship (sporting events and others)

Product placement in films and television programmes

Various forms of branding, including clothing

Direction signs and posters, telling people how far the restaurant is

In February 2005 McDonald's used a viral marketing campaign during Super

Bowl XXXIX - the Lincoln Fry. Two Pizza Hut marketing ploys have involved
spaceflight. In 2001 they were the first to deliver pizzas to outer space when
their vacuum-sealed food arrived at theInternational Space Station, just a year
after agreeing a deal to have a 30-foot Pizza Hut logo placed on the side of an
unmannedrocket.
According to research done by the Rudd Center for Food Policy and Obesity at
Yale, $4.2 billion was spent in 2009 by fast food industries in advertising
through media. The report also showed an increase in television ads exposure to
adolescents and teens in recent years. They reported a 21% increase for
preschoolers, 34% increase for children, and 39% increase for teens since 2003.
While fast food advertising has made an attempt to promote healthy food
choices for children, less than 40% of the ads children view are actually
promoting kids meals.
The most recent form of fast food advertising that is still in its early stages of
development is advertising through smart phone devices. Several restaurants
have created applications that allow customers to make online orders through
their smart phones.
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SPONSORSHIPS AND PROMOTIONS

Sport
Several international fast food companies have sponsored sporting events,
teams and leagues. McDonald's is one of the largest sponsors, having
affiliations with the NHL, Olympic Games, and the FIFA World Cup. Several
companies, including McDonald's, Burger King and Pizza Hut, have a history of
sponsoring NASCAR teams.

Television
Some fast food companies sponsor television programmes. Domino's
Pizza have sponsored Sky One's screenings of The Simpsons in the UK for
many years (But reported because of new regulation on advertising that the deal
may end). In 2005 Pizza Hut sponsored the same programme when it was
shown on Channel 4 the Sky/Domino's deal continued.

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REGULATIONS CONCERNING FAST FOOD

One of the main areas of regulation facing fast food companies is the
advertising of "junk food" to children. In the United Kingdom, the Children's
Food Bill is intended to highly regulate the advertising of such food aimed at
children, and many other countries are looking to introduce strict limitations on
fast food advertising. Talks between the Food Standards Agency (FSA) and the
fast food companies were initiated to work together in an effort to improve
children's diets, though Burger King withdrew from the discussions.
Some organizations have called for the watershed to apply to various
unhealthy food, including fast food. In June 2006, the FSA called for laws to
prevent such food from being advertised on television before 9pm. They also
called for the disassociation of television and film characters from fast food and
stopping celebrities from appearing in such advertisements. The impact of such
campaigns is often denied by the fast food companies and the television
networks that carry their advertisements. Some networks have also said that
tighter regulations would reduce advertising income and that would have a
negative impact on the quality of children's programming. In Sweden all
advertising aimed at the under-12s is banned, including fast food adverts.
Faced with stricter TV, radio and print regulation, many fast food companies
have started making use of Internet advertising to reach their customers.The
accuracy of the images of food used by the fast food companies is regularly
called into question. The actual product is often described as being of poorer
quality to that represented in the image, as highlighted in Alphaila.com's Ads
vs. Reality project.
On 3 June 2004 KFC withdrew American television commercials claiming that
"fried chicken can, in fact, be part of a healthy diet" after reaching a settlement
with the Federal Trade Commission.
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Fast food advertising is often complained about to advertising authorities,

with members of the public most usually claiming that the wording is misleading.
Not all the complaints are upheld. For example, between 11 September 2002 and
24 March 2004 the Advertising Standards Authority (ASA) in the UK investigated
complaints about six McDonald's advertisements, with two of them being upheld.
The ASA used one of the upheld complaints as a case study.
In 2006 the European Union passed a new law regarding the labelling of
foods - any food with a nutritional claim (such as "low fat") must also highlight
that it is high in something else (such as "high salt") if that is the case. While
fast food is often not given a traditional label, this may have an impact on
advertising.
In November 2006, the Office of Communications (Ofcom) announced
that it would ban television advertisements for junk food before, during and
after television programming aimed at under-16s in the United Kingdom. These
regulations were originally outlined in a proposal earlier in the year. This move
has been criticized on both ends of the scale; while the Food and Drink
Federationlabelled the ban "over the top", others have said the restrictions do
not go far enough (particularly due to the fact that soap operas would be exempt
from the ban). On 1 April 2007, junk food advertisements were banned from
programmes aimed at four to nine-year-olds. Such advertisements broadcast
during programmes "aimed at, or which would appeal to," ten to fifteen-yearolds will continue to be phased out over the coming months, with a full ban
coming into effect on 1 January 2009. In Malaysia, fast food advertising during
children's programmes was outlawed in 2007. However, it did not stop the fast
food companies from advertising their products. Since the ban, McDonald's no
longer advertise Happy Meal on other media except in their restaurants and fast
food advertising is mainly broadcast during prime-time (in Malaysia, prime
time starts from 8:30 pm to 12:00 am).
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CRITICISMS CONCERNING FAST FOOD

According to the Massachusetts Medical Society Committee on Nutrition,

fast food is especially high in fat content, and studies have found associations
between fast food intake and increased body mass index (BMI) and weight
gain.A 2006 study3 fed monkeys a diet consisting of a similar level of trans fats
as what a person who ate fast food regularly would consume. Both diets
contained the same overall number of calories. It was found that the monkeys
who consumed higher level of trans fat developed more abdominal fat than
those fed a diet rich in unsaturated fats. They also developed signs of insulin
resistance, which is an early indicator of diabetes. After six years on the diet, the
trans fat fed monkeys had gained 7.2% of their body weight, compared to just
1.8% in the unsaturated fat group.The American Heart Association says that we
should consume about 16 grams of saturated fats a day.
The

director

of

the obesity program

for

the Children's

Hospital

Boston, David Ludwig, claims that "fast food consumption has been shown to
increase calorie intake, promote weight gain, and elevate risk for diabetes".
Excessive calories are another issue with fast food. According to B. Lin and E.
Frazao, from the Department of Agriculture, states the percentage of calories
which attribute to fast-food consumption has increased from 3% to 12% of the
total calories consumed in the United States. A regular meal at McDonald's
consists of a Big Mac, large fries, and a large Coca-Cola drink amounting to
1,430 calories. A diet of approximately 2,000 calories is considered a healthy
amount of calories for an entire day (which is different depending on several
factors such as age, weight, height, physical activity and gender). This number
of calories was set in 1917.

36 | P a g e

The fast food chain D'Lites, founded in 1978, specialized in lower-calorie

dishes and healthier alternatives such as salad. It filed for bankruptcy in 1987 as
other fast food chains began offering healthier options.

FOOD POISONING RISK

The Center for Science in the Public interest reported that most fast food chains
cook their French fries and other foods in beef tallow. Beef tallow is high in
saturated fasts and is also believed to be a leading cause of heart disease. In
2010, heart disease was the number 1 ranking of cause deaths.[7]Besides the
dangers of trans fats (which were only used after animal fats came under attack
because of the cholesterol risk), high calories, and low fiber, there is another
cited health risk: food poisoning. In his book Fast Food Nation: The Dark Side
of the All-American Meal, Eric Schlosser argues ] that meatpacking factories
concentrate livestock into feedlots and herd them through processing assembly
lines operated by employees of various levels of expertise, some of which may
be poorly trained, increasing the risk of large-scale food poisoning.
Manure on occasion gets mixed with meat, possibly contaminating it
with salmonella and Escherichia coli 0157:H7. E. coli 0157:H7 is one of the
worst forms of food poisoning. Usually spread through undercooked
hamburgers, it is difficult to treat. Although antibiotics can be used to kill the
bacteria, the organisms release a toxin that produces harmful complications.
About 4% of people infected with E. coli 0157:H7 develop hemolytic uremic
syndrome, and about 5% of children who develop the syndrome die. The rate of
developing HUS is 3 in 100,000 or 0.003%. E. coli0157:H7 has become the
leading cause of renal failure among American children.These numbers include
rates from all sources of poisoning, including lettuce; radish sprouts; alfalfa
sprouts; unpasteurized apple juice/cider; cold cooked or undercooked meat; and
unpasteurized animal milk. Additional environmental sources include fecal37 | P a g e

contaminated lakes, nonchlorinated municipal water supply, petting farm

animals and unhygienic person-to-person contact. An average of sources leads
to the number of 0.00000214% for undercooked beef.

FOOD-CONTACT PAPER PACKAGING

Fast food often comes in wrappers coated with polyfluoroalkyl phosphate
esters (PAPs) to prevent grease from leaking through them. These compounds
are able to migrate from the wrappers into the packaged food. Upon ingestion,
PAPs are subsequently bio transformed into perfluorinated carboxylic
acids (PFCAs), compounds which have long attracted attention due to their
detrimental health effects in rodents and their unusually long half-life in
humans. While epidemiological evidence has not demonstrated causal links
between PFCAs and these health problems in humans, the compounds are
consistently correlated with high levels of cholesterol and uric acid, and PAPs
as found on fast food packaging may be a significant source of PFCA
contamination in humans.

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NEGATIVE EFFECTS OF FAST FOOD

On average, nearly one-third of U.S. children aged 4 to 19 eat fast food on a
daily basis. Over the course of a year this is likely to result in a child gaining six
extra pounds every year. In a research experiment done by Pediatrics, 6,212
children and adolescents ages 4 to 19 years old were examined to find out some
information about fast food. After interviewing the participants in the
experiment, it was discovered that on a given day 30.3% of the total sample
have reported to have eaten fast food. Fast-food consumption was prevalent in
both males and females, in all racial/ethnic groups, and in all regions of the
country.
Children who ate fast food, compared to those who did not, tended to consume
more total fat, carbohydrates, and sugar-sweetened beverages. Children who ate
fast food also tended to eat less fiber, milk, fruits, and non-starchy vegetables.
After reviewing these test results, the researchers concluded that consumption of
fast food by children seems to have a negative effect on an individual's diet, in
ways that could significantly increase the risk for obesity. Due to their not
having cognitive defense against marketing, children become easy targets for
fast food companies and, consequently, have a high risk of being obese.
Fast food is the term given to food that can be prepared and served very quickly,
first popularized in the 1950s in the United States. While any meal with low
preparation time can be considered to be fast food, typically the term refers to
food sold in a restaurant or store with preheated or precooked ingredients, and
served to the customer in a packaged form for take-out/take-away. Fast food
restaurants are traditionally separated by their ability to serve food via a drivethrough. The term "fast food" was recognized in a dictionary by Merriam
Webster in 1951

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TECHNOLOGY USED AND EQUIPPED BY FAST FOOD INDUSTRY

To make quick service possible and to ensure accuracy and security, many
fast food restaurants have incorporated hospitality point of sale systems. This
makes it possible for kitchen crew people to view orders placed at the front
counter or drive through in real time. Wireless systems allow orders placed at
drive through speakers to be taken by cashiers and cooks. Drive through and
walk through configurations will allow orders to be taken at one register and
paid at another. Modern point of sale systems can operate on computer
networks using a variety of software programs. Sales records can be generated
and remote access to computer reports can be given to corporate offices,
managers, troubleshooters, and other authorized personnel.
Food service chains partner with food equipment manufacturers to design
highly specialized restaurant equipment, often incorporating heat sensors,
timers, and other electronic controls into the design. Collaborative design
techniques, such as rapid visualization and parametric modeling of restaurant
kitchens are now being used to establish equipment specifications that are
consistent with restaurant operating and merchandising requirements.
The foodservice industry is poised to outpace the economy for the 12th
consecutive year with sales expected to reach $632 billion, a 3.5 percent
increase over 2011, according to the National Restaurant Association.
And restaurants will reinvest a lot of this money in technology that gives them
an edge.
Customers already are signing credit card bills with their fingers on
touchscreens and using apps to order at fast-food restaurants. But those are just
the beginning. Entrepreneurs in the foodservice industry should keep an eye on
the following five innovative technologies that are improving the way
restaurants do business -- in kitchens and front of the house.
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 TOUCHSCREEN FOOD VENDORS

Digital boxes such as the MooBella Ice Creamery Machine can produce 96
variations of cool treats in 40 seconds. Another example is CocaCola's Freestyle soda fountain has the potential to dispense more than 100
distinct beverages from one touchscreen device.
Who should use it: While cafeteria settings are a natural fit, fast-food restaurants
and grab-and-go establishments could benefit from reduced staffing with these
machines.
How much it costs: Prepare to pay for convenience. The machine, made
by Taunton, Mass.-based MooBella Inc., costs $20,000, while Coca-Cola's
Freestyle is available on lease for $320 per month. From syrup to soda, it costs
on average 30 percent more than a standard fountain machine to operate. But
that cost difference could be softened by greater demand from customers
curious to create their own flavors.
TABLET RESTAURANT MANAGEMENT
Busy hosts may like the New York City-based app Breadcrumb, which
was created by a team of restaurateurs turned software makers. This
flexible iPad app provides real-time views of tables, catalogs the menu by
a selection's name or ingredients, processes sales and delivery tickets and
sends orders to the kitchen.
Who should use it: New eateries or those looking to completely overhaul
their operations would get the most value out of Breadcrumb because it is so
comprehensive. But the app will also work with traditional receipt printers and
cash drawers.
How much it costs: Rates are monthly and range from $99 for one iPad to $399
for up to 10 iPads. App updates are free, and there's also a free 30-day trial
offer.

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 AUTOMATIC BIODIESEL CONVERTERS

Before petroleum-based fuels, cars ran on biodiesel. But Chico, Calif.based Springboard Biodiesel has reinvented the way the fuel is produced. Its
BioPro automated processors kick out industrial grade biodiesel in small
batches after you pour in used vegetable or animal oil.
Who should use it: This innovation isn't just for eco-friendly establishments.
Any restaurants that makes a living with their fryers can fuel their diesel
vehicles with their oil waste.
How much it costs: The BioPro 190 is the company's least expensive
and lowest capacity processor. Priced at $9,995, it converts 50 gallons of used
cooking oil per batch. Additional materials necessary to make the oil-to-fuel
conversion, such as sodium or potassium hydroxide, methanol and sulfuric acid,
electricity and water, add about $50 to the cost of converting a batch. But the
investment can pay off in reduced fuel costs as well as kitchen maintenance and
used oil removal.
LED ALERT SYSTEMS
Kitchens can be loud and hectic and often staffed by people who speak
different languages. Kansas City, Mo.-based Power Soak's Silent Alert
System shines a light on kitchen confusion with a colored, LED alert system
that's obvious, yet unobtrusive. By illuminating the floor under the dishwashing
sink or the wall above the deep fryer, for example, the system alerts workers to
time-sensitive tasks such as when the pots are washed or when silverware is dry
and ready to be used.
Who should use it: Any busy cooking area could benefit from the illuminated
alerts. Because the light can be angled so as not to intrude on dining areas the
way sound alerts might, it can help maintain ambience in high-end eateries.
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The Silent Alert System works only with Power Soak's dishwashers, though the
company has licensed the technology to be used by other companies that make
kitchen machinery.
How much it costs: The Silent Alert System is a standard feature on
Powersoak's higher-end, automated dishwashing controllers, which can run
from $4,000 to $20,000.
WEBCAM-ENABLED MONITORING

Pairing advanced algorithms with high-quality cameras, Vision Enabled

Training from Elmwood Park, N.J.-based Sealed Air records employees in food
preparation areas and other workplace settings to detect any noncompliance
with health regulations and safety codes.
In trials at healthcare facilities around the U.S. last fall, employees wore
identification badges equipped with radio frequency transmitters that alerted the
system when workers approached the sink to wash their hands. The system
tracked how long the washing lasted and whether soap or sanitizer was used. It
can also monitor workers to see if they are wearing gloves and hats while
handling food, giving management insight about whether they need to reinforce
training.
Who should use it: Because the system can track workers remotely, it could
appeal especially to franchise operators who have difficulty monitoring multiple
facilities simultaneously.
How much it costs: For hand washing compliance, Sealed Air estimates a
monthly cost of between $300-$500 per restaurant, depending on the number of
monitoring stations needed.That price increases if businesses want to train for
other food preparation requirements, like hairnets or food handlig

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SANITATION STANDARD OPERATING PROCEDURES

Sanitation Standard Operating Procedures is the common name give to

the sanitation procedures in food production plants which are required by
the Food Safety and Inspection Service of the USDA and regulated by 9 CFR
part 416 in conjunction with 21 CFR part 178.1010. It is considered one of the
prerequisite programs of HACCP.
For more information on the reason for SSOP history go to HACCP
1996. For regulations and inspections go to FSIS.
SSOPs are generally documented steps that must be followed to ensure
adequate cleaning of product contact and non-product surfaces. These cleaning
procedures must be detailed enough to make certain that adulteration of product
will not occur. All HACCP plans require SSOPs to be documented and
reviewed periodically to incorporate changes to the physical plant. This
reviewing procedure can take on many forms, from annual formal reviews to
random reviews, but any review should be done by responsible educated
management. As these procedures can make their way into the public record if
there are serious failures, they might be looked at as public documents because
they are required by the government. SSOPs in conjunction with the Master
Sanitation Schedule and Pre-Operational Inspection Program, form the entire
Sanitation operational guidelines for food related processing and one of the
primary backbones of all food industry HACCP plans.
SSOPs can be very simple to extremely intricate depending on the focus.
Food industry equipment should be constructed of sanitary design; however
some automated processing equipment by necessity is difficult to clean. An
individual SSOP should include:

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The equipment or affected area to be cleaned, identified by common

name,

The tools necessary to prepare the equipment or area to be cleaned

How to disassemble the area or equipment

The method of cleaning and sanitizing

SSOPs can be stand alone documents but they should also serve as work
instruction as this will help ensure they are accurate.

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FAST FOOD INDUSTRY ANALYSIS 2013 COST & TREND

FAST FOOD INDUSTRY IN 2013 AT A GLANCE

It is no secret: Americans love fast food. And its not just us! The Golden
Arches have spread across the globe, and emerging markets are one of the
fastest growing areas in the industry. But the fast food industry is not without its
challenges, especially in the United States. From rising food costs, economic
recession and changing perceptions about health, many fast food franchises
have been feeling some heat.
But rather than flee from this challenge, the fast food industry has been
adopting new practices and offering new products. Modern society is on the go,
and there is plenty of demand for a quick bite at all times of the day. Fast food
franchising opportunities exist in the traditional spaces like burgers and pizza,
but are also sprouting up in healthy and unique ways as well.
THE INDUSTRY

The fast food industry, also known as Quick Service Restaurants (QSR), has
been serving up tasty morsels for as long as people have lived in cities. The
modern system of fast food franchising is believed to have started in the mid
1930s when Howard Johnson franchised his second location to a friend as a
means to expand operations during the Great Depression. And oh how it has
grown! As cars became commonplace, the drive-thru concept brought explosive
growth to the idea of food-on-the go. Fast Food was added to the MerrionWebster dictionary in 1951 and U.S. fast food companies are now franchised in
over 100 countries. In the U.S. alone there are over 200,000 restaurant
locations! Revenue has grown from $6 billion in 1970 to $160 billion last year,
an 8.6% annualized rate.
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Fast food franchises focus on high volume, low cost and high speed product.
Frequently food is preheated or precooked and served to-go, though many
locations also offer seating for on-site consumption. For stands, kiosks or sitdown locations, food is standardized and shipped from central locations.
Consumers enjoy being able to get a familiar meal in each location, and menus
and marketing are the same in every location.

WHATS BEEN GOING WRONG?

There have been challenges for the fast food industry in recent years that
have been pressuring profit margins. The industry as a whole has proven robust
enough to withstand these challenges, though some players have done better
than others.
Over the last decade there has been increased focus on the quality of food
served in fast food restaurants. Typically highly processed and industrial in
preparation, much of the food is high in fat and has been shown to increase
body mass index (BMI) and cause weight gain. Popular books such as Fast
Food Nation and documentaries like Super Size Me have increased public
awareness of the negative health consequences of fast food. Fast food
companies have responded by adopting healthier choices and have had some
measure of success, but the shadow of bad press still hangs over the industry.
Rising commodity prices have also significantly crunched many fast food
franchises. With food and beverage inputs making up approximately 33% of
costs, higher prices for livestock, corn, wheat and more have seriously shrunk
margins over the past decade. In such a fiercely competitive space it is
impossible to force a price increase on customers, so profit margins are often
south of 10%. The recent economic recession did lower commodity prices, but
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the recession brought on its own complications, and now prices for commodity
inputs are on the rise again.
Fast food had been thought to be largely recession proof, and indeed the
industry did not suffer nearly as much as other discretionary spending sectors.
In fact, there was some increase in consumer visits as people choose cheaper
fast food options over fast casual or traditional restaurant choices. But overall,
the recession hurt spending, and consumers overall purchased less with each
trip. Fast food franchises fared reasonably well but still felt some pain.
Market saturation is also a relevant issue in the fast food industry today, at
least in the U.S. There is a McDonald franchise is in almost every town, and it
usually sits in a row with several competitors. With so many competitors which
offer similar products there are fewer customers per location. Increasingly fast
food restaurants are also losing market share to fast casual, a relative newcomer
in the restaurant space.
WHERE DO WE GO FROM HERE?

Busy citizens still need quick meal options, and fast food restaurants are
fighting these challenges with gusto. Now offering healthy choices to battle the
stigma of unhealthy food, some quick service restaurants now focus on fresh or
organic products. From franchises focused solely on salads or healthy wraps to
the lower calorie options offered at traditional burger franchises such as
Wendys or McDonalds, consumers are able to make better choicesif they
want!
Fast food franchises are also focusing on expanding into new product
lines, such as the coffee initiative in the McCafe. Intended to offer competition
to Startbucks, McDonalds is luring customers back into their stores, hoping they
will purchase food as well. Many franchises have been exploring other meal
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times such as breakfast and the mid-afternoon snack for growth opportunities
and to increase real estate utilization.
The industry is most effectively battling saturation within the United
States by creating a much more diverse range of offerings. Sure, there is a
McDonalds in every town, but there are very few crepe franchisesyet! From
new cultural cuisines to fresh takes on a traditional story, there are many
moretypes of quick service restaurants than ever before.
The fast food industry is still a large and diverse industry with plenty of
opportunity. As one would hope, challenge is being answered with innovation,
and fast food franchises are responding with new offerings, pricing and
strategies to lure consumers back in. Non-traditional fast food franchises are
springing up and gaining traction, and more creativity will always be welcome!
Consumers are now on the look-out for new ways to eat fast and healthy. And
as the industry continues to evolve and the economy strengthens, fast food
franchise profitability will continue to grow.

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EMPLOYMENT AND ECONOMY IN FAST FOOD INDUSTRY

Related story: Fast food workers serve up classic role in pop culture
In many cases, teens have been squeezed out of the workforce before they
even begin. While the overall U.S. population posted an unemployment rate of
7.6 in March, for teenagers 16 through 19, it was 24.2 percent, according to the
BLS.
Young people have been hit very hard by this downturn, said Harry
Holzer, a professor of public policy at Georgetown University. Studies show a
worker's most rapid wage growth happens in the 5 to 10 years after graduation
as you switch jobs and find what youre good at, Holzer said. That whole
process is disrupted by this downturn.
Fast-food workers are part of the lowest-paying major occupational group in
the United States, according to government data. On average they work only 24
hours a week. Those who can get full-time hours make a median annual salary
of $17,813 a year, according to the U.S. Census Bureau. Others find they dont
get as many hours as they need, and erratic schedules make it difficult to juggle
more than one job at a time.
Ive been trying to find a better job, said Lott, who has been requesting
more hours for the entire year shes been at the pizza place. Two weeks ago she
was turned down for a grocery store job she hoped would supplement her 10hour week schedule. I was not hired because I wasnt available enough, she
said.
The food services industry is rebounding faster than the rest of the
economy, and has been creating jobs. Prior to the Great Recession, 35 percent
of industry employers said their No. 1 worry was recruiting and retaining

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employees, according to the Restaurant Industry Tracking Survey. This year,

only 5 percent said it was a prime problem.
With the national jobless rate hovering around 8 percent and more than
20 million individuals still unemployed or underemployed, the labor pool
remains sufficiently deep for most, said the National Restaurant Association's
2013 outlook.
Restaurant industry officials have argued they provide good first-time
jobs for many people, and that President Barack Obama's proposed increase in
the minimum wage from $7.25 to $9 by the end of 2015 would hurt them.

SWOT ANALYSIS

SWOT Analysis is an overall evaluation of the previous analysis and the

marketing strategy of the organization in terms of its strengths and weaknesses
of the unit, the opportunities available to it and the threats posed by the external
environment.
The strengths, weaknesses, opportunities and threats faced by each the three
restaurants are presented individually.
Strengths
Mc Donalds serves its customers with high quality products. There are
extensive quality tests at the supplier and all products are examined again in
the restaurant to ensure that they are of highest quality possible.

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 Mc Donalds provides fast, friendly service. Any customer visiting Mc

Donalds is usually served within 60 seconds.
Mc Donalds menu is priced in such a way that the largest segment of Indian
consumers can afford. It has a wide variety of products at different prices to
be affordable to as many as possible.
Mc Donalds is an active participant in community services.

Weaknesses
Mc Donalds has limited range of items in its menu. However, to get a item
included in the menu approval has to be made from the high tech kitchens at
Mc Donalds headquarters in suburban Chicago.
In India burgers are a long way from becoming the common mans food,
having fast food is considered to be another option for dining out, unlike
other countries.
Opportunities
Mc Donalds can develop two regional training colleges in India, one each in
Delhi and Mumbai. This can save the expense of the organization is sending
its management team and crewmembers to outside countries like Indonesia
and America.
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 Mc Donalds expects to expand its chain in the coming years. It plans to open
about 50 restaurants by the year 2000. This can have the opportunity to serve
and employ more people.
Threats
Mc Donalds faces tough competition from other food chains in the country
both international i.e. Kentucky Fried Chicken, Wimpys and Pizza hut and
domestic i.e. Nirulas.
The decision taken by Mc Donalds India to serve Shudh Shakhari meals at
its restaurants can risk the global American image of Mc Donalds.

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CONCLUSION

Indian food market has witnessed several entrants into the country over the past
few years. Each of the established food chains and the ones entering the market
pose a threat to each other. In the food market each restaurant faces competition
from 1000 other restaurants, it could be a 5-star restaurant or a roadside dhaba.
In order to prove itself, the restaurant has to have a well-defined marketing
strategy and famous brand recognition to survive in the market.
The three fast food chains whose marketing strategies have been compared and
analyzed also need to look on their marketing strategies to do more than just
survive in the market
Looking at the changing lifestyles and the disposable income of the middle class
increasing, the food market has enormous potential. Wimpys definitely will
have problems in the future if new multinational burger chains enter into the
market. With this its market share will fall and it could even become a nonplayer in the near future. McDonalds with its purchasing power pricing
policy however has dominated the middle class segment in the market. Until
and unless some chain with the same policy attacks the market, McDonalds
does not have any threat from new burger chains entering the market. For
Nirulas however it is the variety and the location factor, which can save the
chain from new competition.
Existing Competition
The Indian food market today has many established global chains that have
opened their restaurants at major cities in the country. It is only those
restaurants who have built their image over many years in the country i.e.,
Nirulas and world famous brands such as McDonalds are the ones to sustain
themselves in the market. Any other restaurant below this caliber would not
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have the power to fight these joints. Nirulas has the power to fight competition
because it is not identical to the MNC chains and has not duplicated their
policies. Also as long as it continues to deliver value to its customers it is
unlikely to feel the heat of competition. McDonalds however is new to the
market but in a short period of time it has built a place for itself in the market by
reaching the maximum number of audience in almost all income groups.
Wimpys however will have problems competing with the multinational burger
chains come into the market.
Thus the project is all about concentrating on a certain group of
customers.
Satisfying them.
Providing them with the best facilities.
And then throwing the foreign players out of the Market.

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QUESTIONNARES

1. ARE YOU ON A MEAL PLAN?

75%

25%

YES

NO

INTERPRETATION:
75% of the people are on meal plan
25% of the people are not on a meal plan

2. HOW MANY TIMES A MONTH YOU GO

TO DOMINOES & MCDONALDS?
70%

30%

MCDONALDS

INTERPRETATION:
70% of the people prefer Mcdonalds
30% of the people prefer Dominoes

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DOMINOES

3. WHICH FAST FOOD RESTAURANT DO YOU

PREFER MOST?
37%
23%
15%

11%

12%

KFC

OTHERS

2%
MCDONALDS

DOMINOES

SUBWAY

PAPA JOHNS

INTERPRETATION:
37% of the people prefer Mcdonalds
15% of the people prefer Dominoes
23% of the people prefer Subway
2% of the people prefer Papa johns
11% of the people prefer KFC
12% of the people prefer Others

4. DO YOU FEEL HUNGRY BETWEEN 3-8PM

OF THE DAY?
75%

25%

AGREE

DISAGREE

INTERPRETATION:
75% of the people feel hungry
15% of the people does not feel hungry

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5. DO YOU TRAVEL OUTSIDE YARI ROAD FOR

FAST FOOD?
80%

20%

AGREE

DISAGREE

INTERPRETATION:
80% of the people travel outside Yari road for fast food
20% of the people does not travel outside Yari road

6. DO YOU SUPPORT FAST FOOD

INDUSTRY?
80%

20%

AGREE

DISAGREE

INTERPRETATION:
80% of the people support for fast food industry
20% of the people does not support fast food industry
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7. WHICH OF THE FAST FOOD RESTAURANT HAS

BEST CONSUMER SATISFACTION?
37%

23%
15%
11%

12%

2%

MCDONALDS

DOMINOES

SUBWAY

PAPA JOHNS

KFC

INTERPRETATION:
37% of the people prefer Mcdonalds for consumer satisfaction
15% of the people prefer Dominoes for consumer satisfaction
23% of the people prefer Subway for consumer satisfaction
2% of the people prefer Papa johns for consumer satisfaction
11% of the people prefer KFC for consumer satisfaction
12% of the people prefer Others for consumer satisfaction

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OTHERS

BIBLIOGRAPHY

WEBSITE:
www.dominos.com
www.mcdonalds.com
www.nrai.com

SEARCH ENGINE:
www.google.com
www.yahoo.com
www.wikipedia.com
www.facebook.com

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