Fast food industry and word of mouth - studying the consequences

This project aims to determine the positive and negative consequences of word of mouth in the fast food industry in the UK, with a focus on Krispy Kream UK. It will explore how word of mouth works as a marketing promotion tool and how it affects the fast food industry. The project will analyze the role of word of mouth in the promotion of Krispy Kream UK and examine the positive and negative implications of word of mouth on the company. The research will be based on secondary data collected from books, journals, and online articles.

Project plan

Title: Fast food industry and word of mouth - studying the consequences.

An overview of project idea.
As per the organisational point of view Word of mouth is considering as the important aspect
on the firms ability to retain and attract the customer. However in fast food industry, word of
mouth leads a crucial role because a consumer may be unknown about the particular service in
a fast food restaurant. Thus, interested consumer are depending upon the word of mouth in
order to make significant inference about the fast food. This is thus, underlying project work is
created to determine the consequences of the word of mouth on the fast mouth industry based
on either positive outcomes and negative aspects. Krispy Kream UK has been chosen as the
prior organisation for this project assessment.
Project aims and objectives
Research Aim:
The ultimate aim of this research is “to determine the positive and negative consequences of
the word of mouth in fast food industry in UK”. A study on Krispy Kream UK.
Research Objectives.
 To determine how Word of mouth works as marketing promotion tool
 To find out how word of mouth affects the fast food industry
Problem Statement
Word of mouth is the oldest promotion technique which marker are using since a long. A fast
food company with limited budget heavily depends upon the WOM for their prmotion.
However, consumer word of mouth is the analysis of firm capability to acquire and retain the
potential consumer. Since, word of mouth mainly depends upon the consumer attitude and
perception, this may have positive and negative consequences on the fast food industry.
Related literature and secondary data
Literature review
Role of word of mouth in promotion of Krispy Kream UK
As per the opinion of Line, Hanks and Kim (2018), it has been determined that WOM is an

ideal tool of promotion for Krispy Kream with their limited budget. Moreover, it has been
found that WOM is an essential tool for the fast food industry for its publicity to the consumer
who are unaware or not consume their services earlier.
Positive & negative consequences of word of mouth on Krispy Kream UK
In accordance with the views and opinions of Luo, Baker and Donthu (2019), it has been
found WOM may have positive implication when the consumer are satisfy with the services
provided by the Krispy Kream. This will add as the benefit of free promotion and more
revenue with more publicity. On the other hand negative consequences of WOM were
dependent on the individual perception. However, customer with negative experience can
spread negative sentinmens about the firm, thus this will discourage the other potential
consumer from trying the product and services.
Data Collection:
The presented research study is based on secondary data finding via the usage of book, journal,
online article etc.
Conclusion and assessment type
As per the discussion, it has been concluded that WOM is an ideal tool for the marketing of
low budget fast food compaby. Moreover, the implication of WOM can leverage both positive
and negative aspect which can affect the business of Krispy Kream UK.
Assessment type
For the assessment of the project, Gantt chart is put to use by the investigator to gain
knowledge of the various activity of the report finding.

REFERENCES
Books and Journals
Line, N.D., Hanks, L. and Kim, W.G., 2018. An expanded servicescape framework as the
driver of place attachment and word of mouth. Journal of Hospitality & Tourism
Research. 42(3). pp.476-499.
Bujisic, M., and et.al., 2019. It’s raining complaints! How weather factors drive consumer
comments and word-of-mouth. Journal of Hospitality & Tourism Research. 43(5).
pp.656-681.
Luo, A., Baker, A. and Donthu, N., 2019. Capturing dynamics in the value for brand
recommendations from word-of-mouth conversations. Journal of Business
Research. 104. pp.247-260.