The Social Dynamics of Fast Food: A Study of KFC

Strange World of Familiar things – visit to fast food restaurant, KFC
Introduction
The purpose of this field study is to use the participant observation research method
and symbolic interaction theory, mainly Erving Goffman’s dramaturgic theory, to observe,
describe, and discuss a specific social setting (Scheff, 2001; Scott & Gordon, 2005). The aim
of this project is to learn how to carefully observe, accurately depict, and relate sociological
concepts and theory as part of thinking about the social world we live in (Park & Ernest,
1921; Ritzer, 2007). According to dramaturgic theory human behaviour is perceived in its
social environment context (Manning, 2005; Manning, 1992). For instance, an actor on stage
will behave in the manner that his or her character will demand but back stage the same
person will exhibit his usual behaviour. With this in mind, the paper explores human
behaviour in a fast food restaurant like the KFC. Today, fast food restaurants like KFC,
Domino’s, McDonald’s etc are increasing growing in numbers. The popularity of fast food in
spite of their low nutritional content is because of the fact that such food is both convenient
and time saving. This research focuses on the reciprocity between individuals and their social
environment. The role of the social environment in shaping the behavioural pattern of
individuals is the principle theme of this research.
Method
For the purpose of this study I have visited several KFC outlets especially during peak
hours like in early evenings. I have applied the participant observation method. For this, I
have engaged in conversation with many regular customers of KFC. I enacted the role of
KFC customer and became part of the customer group. With this approach, it is possible to
make close observation of the activities of the group of people that can be considered as
research participant. The principle condition of participant observation method is that

researcher needs to take on the role of the subjects. For this, I have applied dramaturgical
perspective by which I have observed not the cause of human behaviour but the social
environment, i.e. KFC restaurants. According to this theory, human behaviour is not fixed
and stable but is constantly changed according to the people with which they are interacting
or he social environment is which they are performing (Fine, 1993; Maines, 2001). During
my visits in the restaurants, I have placed myself in the position so that it became easy for me
to observe the behavioural patterns of the visitors and how they are interacting with each
other and with the servers. A total of three observation periods were conducted at several
locations.
Goffman’s theory is essentially based on impression management. Here two or more
people attempts to construct a definition of a social setting or situation (Collins, 1980; Fine &
Manning, 2003). For instance, when someone is buying an expensive product from a
salesperson, the latter is trying to construct a definition of the situation which suggests that
the consumer has a need to have the expensive product (Goffman, 1959; Gouldner, 1970).
Here financial considerations have a role to play but customers usually do not want to look
low priced or cheap. Hence the salesperson has an advantage of developing intimacy and
grows their interests in the product. Impressions are generated by expressions. These
expressions can be of two main categories – ones which we give and those we give off. The
former category is about what we say and all kinds of intentional poses and facial expressions
or smiles and surprises or certain controlled forms of body language we demonstrate. The
latter kinds of expressions are those elements of our expressiveness on which we do not have
much control. These include what we say and do or the body language which “gives us
away” in certain situations. Impressions are addressed usually within different settings. For
instance professionals, comedians or actors work in different settings. Another important
aspect is the personal front including sex, age, hair style, dressing style and others. These

aspects can be modified to suit a situation. In this discussion self awareness, monitoring and
disclosure of the self will play a crucial role. The public self is that aspect which is generated
from the way we behave and our manners. Self monitoring refers to social situations where
people can become more adjusted to reactions of others and hence modify their behaviours
accordingly.
Symbolic interactionism is a theory which is applicable at micro level. This focuses
on relationships among people of a society (Stryker, 1980; Turner, 1974). This is centred on
communication or the exchange of meaning generated through language or indicative motifs
and symbols. This is the way in which people can create meaning out of their social work.
The way human beings interact with objects and at the same time ascribing a meaning to the
same, a meaning arising from things around them and these meaning help in shaping the
world around them.
For this research, I have personally visited several KFC restaurants in order to observe
the performance of visitors in these restaurants. I have used my mobile phone to take
photographs and make videos of the environment in the restaurants. I have also carried a
notebook to write down any specific observations about any specific behavioural patterns of
the customers. Since these outlets are mostly visited by people between the age of 10 and 40,
therefore consumers generally exhibit a kind of exuberant energy when visiting a fast food
restaurant. They look at menu cards and look around to observe what others are eating before
making their own decisions. This depicts symbolic interactionism. Although there is growing
awareness among people about the health risks of consuming fast food, there is no dearth of
visitors in KFC outlets. I have observed that consumers, especially the young people show
more preference towards social environment and experience than the price and value of food.
There is also a tendency among the young group to stay in the midst of everything since they
are always eager to gain novel experience. More fast food restaurants like KFC, McDonald’s

and so on are ideals places for the young generation to meet up and chat. In an attempt to
indulge this young generation, such fast food restaurants are cropping up in almost every
neighbourhood and setting up youth oriented environment in diverse ways.
Results of the field research
For the purpose of this research I have visited several KFC outlets and I have
observed that people socially influenced when deciding to visit a restaurant. The number of
customers in a restaurant is higher when there is evidence that more people crowd in that
particular outlet. The eating habits of men and women also vary with the people they have for
company. Using the dramaturgical approach it is possible to explore the motives behind
eating in a social setup. One major observation was that women tend to eat more when they
are in the company of men than when in the company of other women. For men, tendency to
eat more is more evident when they are in mixed groups than when they are with female
partners. This finding is consistent with other previous studies that have observed that women
eat less when they are with desirable partners whom they want to impress while men, for the
same reason, tend to eat more since for men eating more is symbol of their masculinity.
Vartanian (2015) has found that men are inclined to use impression management in the
context of food consumption. This means that men tend to change their eating behaviour in
order to form a specific impression in the eyes of the people with whom they are visiting a
restaurant. As per this study, men tend to believe that eating meat is symbol of their
masculinity. Since KFC specializes in different kinds of meat products, in KFC restaurants
men exhibit high food intake in order to bolster their masculine identity. Moreover, men
prefer eating meat over vegetarian food in order to impress their female partners. In line with
this study, in the current research I have found that while female customers can sometimes
show inclination to order vegetarian items in KFC menu, male customers almost always order
meat items. Another significant observation that I made is that women tend to order smaller