Adding Nutritional Value to Fast Foods: A Solution to Retain Customer Base

This proposal suggests adding nutritional value to fast foods to retain customer base. It includes background, problem analysis, objectives, methods, timeframe, and references.

Running head: PROPOSAL
PROPOSAL
Name of the student
Name of the university
Author note

1PROPOSAL
Background
The growing trends of fast food consumption are dependent on the preferences of the
customers. The key changes in the lifestyle of the people have mainly influenced the change in
the food taking habits of the people. O'Kane (2012) stated that the fast food industry has grown
vividly in the last decade due to the fast paced lifestyle of the people. Identification of the
preferences has helped the organizations in bringing forth changes in their product offerings and
the services that are delivered by the same as compliments (Stuckler and Nestle 2012).
However, Schwartz et al. (2012) stated that it was found in a survey that most of the customers
expects healthy fast foods with high nutritional value added to the foods. Moreover, Jaworowska
et al. (2013) stated that focusing on the health needs of the customers with finally help the
organization in retaining a high customer base in the market. However, Nestle (2013) argued
that the organizations will be losing their profitability in order to provide the customers with
foods enriched in nutritional value. The operating expenses of the organization might increase, as
the organizations would struggle in maintaining the sustenance of the same and the customers.
Scully et al. (2012) criticized the concept by stating that the base line mentality of the
organizations would lead the same into such unethical steps (Poti, Duffey and Popkin 2013).
Therefore, in order to bring in changes in the organizational situations, the management must
take steps to add nutritional value in the foods that are prepared by the same as per the
preferences of the customers. Fast food consumption is one of the global trends that have
affected the health and lifestyle of most of the people. The fast- paced life, especially in
developing countries, has led to the rise of the trend of the consumption of fast foods in order to
avoid cooking at home. There are other instances where the husband and wife are employed and
therefore they cannot afford the leisure of home cooked foods. However, the consumption of fast

2PROPOSAL
foods might often create health related issues and malnutrition. In a survey, some 76.8% of the
people believed that the fast foods affect the immunity system and create situations of
malnutrition due to lack of proper balanced diet. Therefore, the induction of nutritional values in
the foods that will be delivered to the consumers will be helping the organizations in maintaining
their standards as per the expectations of the customers.
About our company
We are a digital promotion making organization, which assists the other organizations in
undertaking a proficient digital promotional strategy. We have been investigating on the change
in the market trends since a decade and thereby we have the idea of the changing preferences of
the customers. On the other hand, we can forecast what the trend would be like in the next few
years. Therefore, we are most probably the best and experienced consultancy service providing
organization in the market.
Problem analysis
The different problems that are faced by the organization are:
 Lack of understanding of the needs and preferences of the target customers while
developing the foods and services
 The lack of proper identification of the market prospects has affected the proper
functioning of the systems of the business while making a market expansion.
 The health related issues that are faced by then people and their lack of knowledge of the
healthy product offerings of the organization has affected the sales volume of the
business while operating in the international markets.

3PROPOSAL
Objectives
 To evaluate if the Australian customers prefer fast foods
 To understand the rationale for adding nutritional value to the fast foods
 To identify the steps that can be taken by the organization to adhere to the preferences of
the customers
Methods
 The research will be undertaken through the utilization of mixed methodology, which
will be based on the review of relevant literature and collection of data samples. The
literature review will be helping to identify the position of the fast food markets.
 On the other hand, the sampling will be helping in supporting the views that are stated
through the literature review. Some 288 samples was collected randomly for the research
and the outcome was that 45.9% of the respondents agreed to the fact that the addition of
nutritional value to the fast foods will be helping in promoting the foods as per the
preferences of the customers.
 The recommenced actions that might be undertaken by the organization in order to bring
in changes in the market position of the same is through the introduction of nutrition in
the fast foods. The induction of nutrients in the fast foods will be helping the organization
in maintaining the standards as per the preferences of the customers while operating in
the international markets.

4PROPOSAL
 On the other hand, the promotional practices that might be undertaken by the
organization will be helping the same in maintaining the proficiency of the functions of
the business.
Timeframe
Task Week
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Selection of topic
and search for
justification
Constructing
literature
Selecting
appropriate
methods
Data collection
and sampling
Data analysis and
representation
Reviewing the
outcomes
Conclusions and
recommendations

5PROPOSAL
Submitting draft
of the project
Printing and final
submission

6PROPOSAL
References
Jaworowska, A., Blackham, T., Davies, I.G. and Stevenson, L., 2013. Nutritional challenges and
health implications of takeaway and fast food. Nutrition reviews, 71(5), pp.310-318.
Nestle, M., 2013. Food politics: How the food industry influences nutrition and health (Vol. 3).
Univ of California Press.
O'Kane, G., 2012. What is the real cost of our food? Implications for the environment, society
and public health nutrition. Public health nutrition, 15(2), pp.268-276.
Poti, J.M., Duffey, K.J. and Popkin, B.M., 2013. The association of fast food consumption with
poor dietary outcomes and obesity among children: is it the fast food or the remainder of the
diet?–. The American journal of clinical nutrition, 99(1), pp.162-171.
Schwartz, J., Riis, J., Elbel, B. and Ariely, D., 2012. Inviting consumers to downsize fast-food
portions significantly reduces calorie consumption. Health Affairs, 31(2), pp.399-407.
Scully, M., Wakefield, M., Niven, P., Chapman, K., Crawford, D., Pratt, I.S., Baur, L.A., Flood,
V., Morley, B. and NaSSDA Study Team, 2012. Association between food marketing exposure
and adolescents’ food choices and eating behaviors. Appetite, 58(1), pp.1-5.
Stuckler, D. and Nestle, M., 2012. Big food, food systems, and global health. PLoS
medicine, 9(6), p.e1001242.