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

Running head: PROPOSAL
PROPOSAL
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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.