Abstract

Entering into my senior thesis, I viewed the project as an opportunity to place myself in the role of a Vice President of Marketing for a major corporation.  Recognizing that the fast food industry has been struggling with sales and foot traffic in restaurants, I decided to analyze and answer the question:  What can fast food restaurants do to position themselves as a healthier alternative?

American diets have changed throughout the past decade, and have been moving in a more “health-conscious” direction.  Though the trend has moved at a relatively slow pace, quick service restaurant (QSR) companies have begun seeing sales slide because of the unhealthy stigma surrounding fast food.  For the multi-billion dollar industry to remain strong, changes need to be made to accommodate for the evolving needs of consumers.  My argument is that a QSR should adjust their position in the marketplace into a “healthy alternative” compared to its competitors.

My research was primarily through scholarly articles, news stories, and surveys conducted by trusted organizations or governmental departments.  It was my intention to pick up on trends and consumer perceptions on buzz words including:  fast food, health, price, nutrition, caloric intake, food sales, and other related categories.  Ultimately, I came up with three concrete marketing solutions to answer the problem:  branding a healthy image, establishing a company-sponsored exercise program, and forming a health-education campaign.