Dissertation Writing Example — 9

United States Restaurant Industry

The National Restaurant Association (NRA) announced that the United States’ restaurant industry is booming to reach its expected sales of 555 billion dollars. This enormous increase is amplified by social and demographical changes after the cooled-off of the Second World War. With an average adult take their meals 5.8 times every week in restaurants, the share of the restaurant industry has escalated to 48% today from the 25% in the year 1955. The proliferation of quick-service restaurants (QSRs) paved way to increased restaurant meals as busy people tend to have their meals here.  Originally, there were a total of 70,000 QSRs established in the United States and this has largely increased to a booming number of 186, 000 just in the year 2005 as cited by Spurlock, (2005). Total revenue from these QSRs in the year 2005 was 85.9 billion dollars, which largely increased two years after into 93 billion dollars. Mintel, (2008) forecasted for the total leap of 104 billion dollars of QSRs sales in the year 2010.

A list of the top three performing QSRs when sales and revenues are concerned include Mc Donald’s, Wendy’s, and Burger King. In 2006 alone, about 13, 774 Mc Donald’s franchises crowd in the region of US earning a total sales storewide of 27, 100 million dollars. As been reported by the NRA, Mc Donald’s never experienced a decline in sales in this year even if other restaurant industries are due to fact that it offered more variety of food plus healthful choices of diet is also made available. Despite the financial crisis experienced in the United States, Mc Donald’s sales still remained stable and strong yielding an 11% increase of its net sales in the year 2008. Geller, (2008) supported that the increase of Mc Donald’s sales even amid crisis was cause possibly by its lower prices offered to its consumers (Yen-Soon, Hertzman, & Hwang, 2010).

In contrast, Burger King on the other hand had a total of 7, 534 franchise stores in the year 2006 which yielded storewide sales of 8, 514 million dollars. In the year 2008, its net income catapulted to 50 million dollar increase as the company remodels its restaurants, plus hours were extended, and value menus were also increase in variety as cited by Siyaraman, (2008).  Wendy’s on the other hand had a total of 5, 948 franchise stores which yielded a total of QSRs sales of 7, 800 million dollars, although it suffered a 1.2% declination of its sales during the third quarter of the year 2008 (Business Wire, 2008). Nuckolls, (2008) also added that Wendy’s lost its spot as third largest in QSR revenues in the year 2007 (Yen-Soon, Hertzman, & Hwang, 2010).

It is indeed a true scenario that a large quantity of people in the US takes their meals outside of their homes. Most of them prefer to have their meals in fast food stalls and quick-service restaurants. However, this reality is not only true to the US for it also proliferates much in other industrialized countries throughout the world with special mention to Spain, Philippines, Korea, and Australia (Baek et al. (2008). This is due to the fact that people have treated quick-service restaurants as a home away from home where breakfast, lunch, and dinner are readily served. Most of the population who is inclined to utilizing quick service restaurants include college students as cited by Knutson, (2000). Hence, this population of young adults is then made as substantial market by fast-food industry.  According to Knutson, (2000), multiplying a number of times four students eat at fast food restaurants a week with an average number of 32 weeks per academic year, it would result to about 484 dollars to 640 dollars a single student spent averagely in the entire academic term. If those numbers be multiplied to 17.5 million students in college, it would then be deduced easily why fast-food industry lingers on targeting college population as a very substantial market (Yen-Soon, Hertzman, & Hwang, 2010).

Quick-service restaurants are definitely centers of everyday life of a common individual. That they offer menus which are of value to ones’ health makes QSRs worthy of specific mention. Lowell, (2004) posited that most of the world’s population that are obese consist of the American population, which has millions who are overweight. Obesity is a health crisis in the entire nation of the US. It was then reported by the Centers for Disease Control and Prevention in the year 1999 that the cause of 400, 000 deaths in the Americas in year 2000 is due to the lack of exercise and poor diet. It was then predicted that casualties brought by unhealthy diet would soon overtake the casualties brought by tobacco abuse which also killed 435, 000 in the same year. Additionally, the population of children with disease of obesity has doubled in number in the last 30 years making it conclusive to say that 25% of children in America are either obese or actually overweight.

With this alarming situation, several preventions and remedies are being introduced in the United States to mitigate the increase of Obesity in the nation by opting for diets which are low in carbohydrate content. It was then determined that around 70 million actually limit the carbohydrate intake without having on diet formally while some other 26 million are really on the serious objective of losing weight by being so hard-core in diets which are very low of carbohydrate content (Yen-Soon, Hertzman, & Hwang, 2010).

The NRA (2005) reported that Mc Donald’s took out its supersize food offerings and opted to provide happy meals for carbohydrate-conscious adults. Burger King also introduced its Angus Steak burger, which has a steak that is low of carbohydrates and is wrapped in Lettuce. Salad orders also escalated to a 12 % increase in fast-food restaurants, while consumption of French fry declined at 10% decrease as cited by Kadlec, (2004). To offer customers a healthier set of menus and food choices, Mc Donald’s took the lead by providing a healthier menu, which includes chicken, fruit, and wraps while more vegetables, natural and organic menus are served by Wendy’s. However, Burger King did not go for offering of low-carbohydrate menus since its target market are males from 18-35 years old (Mintel, 2008).

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