Major fast food outlets in the United States have provided a model for the rest of the world by serving time-constrained customers with good quality food in a clean dining environment at a low price. Customers patronize chains because they know what to expect at any restaurant after eating at one restaurant in a chain. At the store level, success depends on high customer traffic and tight operations management.

Successfully marketing fast food requires in-depth market research and experience in managing such enterprises. The following are just a few of the most important, yet basic, marketing principles critical to consider in marketing fast foods:

1) a customer focus
2) the creation of innovative and superior products
3) a focus on service
4) the right price
5) easy customer access
6) an effective advertising and promotion strategy, and
7) an ethical and socially responsible context.

All these factors must ultimately create superior value to customers and to society as a whole. As industry growth slows, new and greater challenges loom. Fast-food companies are currently facing multiple difficulties simultaneously. These include market over-saturation, increasing competition, menu problems, disgruntled franchise owners, public concern over child obesity. Altogether, they are too big for a quick marketing fix, no matter who is doing the marketing.

While there is little question that McDonald's has proven to be a worldwide marketing success, the fast food industry is being attacked in the media and McDonald's is the one company bearing the brunt of the criticism. Is it possible that McDonald's is being targeted because it has been too successful or has the success come at the expense of being ethical and socially responsible?

Let's begin by understanding some trends and facts. U.S. government statistics show that almost half of all food is consumed outside of the home. Individuals aged 18-24 eat twice as much fast food as older people. In the past 10 years, obesity has climbed by over 60% overall, while at the same time, child obesity has tripled in America. At this time, there is a continuum of viewpoints with regards to fast food companies and the way in which they market their products. At one end of the continuum, the viewpoint is that fast food companies are not acting in an ethical and socially responsible manner when marketing their products. At the opposite end, the position is based on the ideals of American freedom and the role that individual responsibility plays when making food choices. Now let us consider the arguments and opinions for each viewpoint.

According to Marketing Magazine (Feb. 10, 2003), "The fast food industry could become a continual target for litigious overweight folks determined to cast blame for their widening girths." McDonald's has defended itself against charges that its food is unhealthy. It was served with a classaction lawsuit alleging that its menu marketing tactics unfairly target juveniles and that it contributes to childhood obesity. A lawsuit filed Sept. 4, 2002 in the Bronx Supreme Court of New York was brought on behalf of the parents of three teenagers, each of whom weighs 200 pounds or more. In another suit, New York attorney Samuel Hirsch sued McDonald's, Burger King, Wendy’s and KFC on behalf of 272-pound Caesar Barber, who blamed his obesity and related health problems on a fast food habit. That suit alleged that the chains deceptively market high-fat foods to create addictions in consumers, including children and the poor. The Caesar Barber case was overturned. However, there remains leeway for additional cases to be filed.

Many Americans equate freedom to choose with freedom to have whatever they want. Andy Divine, a professor at the School of Hotel, Restaurant and Tourism Management at the University of Denver states, "My take on it is, where in the world is individual responsibility going? My worry is that this is going to extend to not only McDonald's but every corner of our industry. It's going to go beyond that.... When are they going after Hershey? And Nestle? And Mars? Think of it: Post and Kellogg's and everybody else are using children, too. They've got all these products with all this sugar in it. Golly-gosh-damn, it's a wonder that any of us are alive!" In another report on obesity released by the U.S. Surgeon General, three key contributing factors were identified: an increasing sedentary lifestyle, a steady reduction in exercise programs for school kids and a lack of moderation in eating habits. It is also important to take notice of what the vast majority of nutrition professionals say about McDonald's food. They state that it can be part of a healthy diet based on the sound nutrition principles of balance, variety and moderation.

In conclusion, any business that wants to succeed in the long term must stay in tune with its customers and society's changing needs - the fast food industry should be no different. Customers can become fickle, and the media can go on the attack. It is now apparent that the public is looking to blame someone for our newfound discovery that Americans are fat. Will fat become the next tobacco?

Paula E. Bobrowski, Ph.D.
Department of Marketing & Management
SUNY Oswego