Strategic Management and Sustainability #74
Quality and Sustainability Strategies Implemented by Fast Food Restaurants
We all know Mcdonald's, we all know Burger King... but what we don't really consider is their direct impact on sustainability, which brings together social, economic and environmental factors. Now that the industry is worth billions, fast-food brands are more than concerned about global warming, producing tons of waste, importing food from all over the world and so on.
Today, as the world has come to realize that sustainability is a major issue, the fast-food industry is becoming more sustainable.
In this document, you will find information about the fast-food industry and how it is integrating sustainability into its strategies.
The first part will be a summary of the article, followed by some critical comments, conclusion and recommendations.
This Newsletter is written by the group number 7, contains 1044 words, for a reading of 6min.
Figure 1 : Logo of the best-known fast food chains
First part : Summary
Context : This article is talking about fast-food restaurants, and their impact on sustainability. Fast-food restaurants have seen a significant increase in its consumption over the years, due to its convenience and its prices, which are generally cheap. Nowadays, this industry is worth billions of euros. We know that this industry is responsible for lots of greenhouse emissions, land and water use, and also produces a huge amount of waste (mostly plastic). To counter that, they’re trying to reduce their waste, using local food/producers, and globally be more sustainable.
Objective : The aim of the study was to examine various aspects related to fast food. These include understanding the factors that influence customer behavior, how restaurants can differentiate themselves through quality and sustainability measures, communicate and implement sustainability practices effectively, and improve quality and customer experience overall
Methodology : The research combined quantitative market research and analysis. It included a survey using Google Forms to collect data from 530 adults in Romania. The questionnaire included 22 questions covering topics related to quality, sustainability measures and customer preferences.
The result: The study identified several quality strategies adopted by fast-food restaurants, such as maximum yield, quality variety, quality control and quality differentiation. In terms of sustainability, the study shows that sustainable initiatives, such as replacing paper straws with plastic ones and introducing recyclable packaging, are important to customers. An overwhelming majority of those interviewed believe that sustainable behavior is necessary, and congratulate fast-food who implement sustainable measures.
Second Part : Critical commentary
The paper applies Todurut's quality strategies to the fast-food industry, emphasizing maximum performance, domination by quality, differentiation by quality, and seeking style by quality.
McDonald's, as an industry leader, exemplifies maximum performance by providing top-tier products, differentiating itself, and diversifying. Sushi Master achieves market dominance through quality, while differentiation by unique products establishes a global presence and creates barriers for new entrants.
The research, despite a limited sample size of 530 respondents, offers insights into fast-food consumption trends. Key considerations for food selection include taste and the quality-price ratio. Women, in particular, prioritize the quality-price ratio when choosing fast-food.
Sustainability is crucial, with consumers expecting eco-friendly practices like paper straws and recycled packaging. Neacsu and Tulbure suggest that restaurant owners play a vital role in public education, emphasizing sustainability and quality development beyond marketing strategies. This study encourages reflection on consumer needs, providing valuable insights for fast-food restaurant owners to consider and potentially adopt identified strategies.
Third part : Conclusion
In conclusion, Neacsu and Tulbure's comprehensive study unveils the intricate interplay among customer preferences, quality strategies, and sustainability initiatives within the fast-food industry. The research delves into the diverse factors shaping consumer decisions, encompassing convenience, price, taste, and accessibility. The authors advocate for a strategic emphasis on enhancing food quality and safety, contending that the integration of sustainability measures, along with heightened public awareness, holds the potential to elevate the overall customer experience.
While the study provides valuable insights, it candidly acknowledges limitations tied to the sampling method, impacting the statistical robustness of the findings. Despite these constraints, the research lays a foundational groundwork, offering a nuanced exploration into the complex dynamics of customer behavior, quality strategies, and sustainability practices within the fast-food sector.
Moreover, the critical commentary extends the depth of understanding by scrutinizing Todurut's quality strategies, providing additional context and insights into their practical application within the industry. This enrichment enhances the study's relevance and applicability to the fast-food landscape.
The study not only illuminates prevailing industry practices but also projects a trajectory for the future. It underscores the imperative for fast-food establishments to adapt their strategies in response to evolving consumer expectations and shifting market dynamics. As the industry grapples with sustainability challenges, this research serves as a catalyst for reflection and adaptation. It prompts restaurant owners to align their practices with the evolving values and preferences of consumers, fostering a more sustainable and customer-centric fast-food landscape.
Last part : recommandations
In light of the study's findings, several recommendations emerge for stakeholders in the fast-food industry. First and foremost, there is a call for a more pronounced integration of sustainability measures, extending beyond surface-level initiatives like paper straws and recyclable packaging. This involves a holistic approach that considers sourcing practices, waste reduction strategies, and transparent communication of sustainable efforts.
Furthermore, given the identified significance of food quality and safety in shaping consumer preferences, restaurant owners are encouraged to invest in continuous improvement in these areas. This may involve stringent quality control measures, ongoing staff training programs, and leveraging technology to enhance overall operational efficiency.
Additionally, a heightened focus on public awareness campaigns is recommended. Consumers who are increasingly conscious of sustainability issues should be informed about the efforts being made by fast-food establishments. Effective communication can not only enhance the perceived value of these initiatives but also create a sense of shared responsibility between the business and its clientele.
Analyzing the diverse strategies among fast-food chains, the industry could benefit from collaborative efforts to establish industry-wide standards for sustainability and quality. This would not only streamline practices but also create a competitive environment based on responsible and customer-centric values.
In reflection, the study not only contributes to the current understanding of the fast-food sector but also prompts a reevaluation of industry norms and practices. It challenges stakeholders to envision a future where sustainability and quality are not just desirable attributes but integral components of the fast-food experience.
Sources :
https://intapi.sciendo.com/pdf/10.2478/picbe-2023-0140