Impact of Fast Food Globalization on UK Millennials' Food Choices

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Analysing the impact of fast food
globalisation on the food choice of
millennial of the UK
Research Proposal on Globalisation
Student Name:
Student ID:
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Abstract
The research project adopts a specific approach and philosophy to conduct the research and
gather valuable and relevant information and data through primary and secondary data
collection method. It analyses globalisation of the fast food industry of the UK to understand
the ways in which it has influenced and impacted the food choices and decisions of the
millennial of the UK.
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Table of Contents
1. Introduction............................................................................................................................4
2. Background to the Study........................................................................................................4
3. Research Aim.........................................................................................................................4
4. Research Objectives...............................................................................................................4
5. Research Questions................................................................................................................4
6. Rational of the Study..............................................................................................................5
7. The Scope of the Study..........................................................................................................5
8. Literature Review...................................................................................................................6
9. Research Methodology...........................................................................................................8
10. Project Planning...................................................................................................................9
11. Ethical Issues........................................................................................................................9
12. References..........................................................................................................................10
Appendix..................................................................................................................................11
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1. Introduction
The food habits and cuisines of customers keep changing according to the current trends. The
modification is not particular or specific to a single area or nation but is widespread due to
the phenomenon of globalisation. Fast food is a popular part of the food industry that has
influenced the food habits and choices of the consumers especially the millennial of the UK.
2. Background of the Study
The food industry of UK has developed manifold times with the progression in globalisation.
Globalisation has touched different aspects of human life including their food habits and
behaviour as well as the kind of food they prefer. The trend of fast food was started in the UK
around the 1850s when fish and chips became a popular fast food among the people of the
UK. The fast food industry has grown since then, creating an impact of the food behaviour of
the millennial (Cheung and Wu, 2014).
3. Research Aim
The aim of the research study is to analyse and understand the impact of fast food
globalisation on the food choices of the millennial of the UK.
4. Research Objectives
The objectives of the study are mentioned below:
 To discuss the globalisation of fast food in terms of UK
 To evaluate the impact of fast food globalisation on fast food consumption trends in
the UK
 To analyse the impact of fast food globalisation on millennia’s behaviour of the UK
while consuming fast food
5. Research Questions
The questions developed for the research study are listed below:
 What is the globalisation of fast food in the UK?
 How does fast food globalisation impact fast food consumption trends in the UK?
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 What is the impact of fast food globalisation on millennia’s behaviour of the UK
while consuming fast food
6. Rationale of the Study
What is the issue?
The behaviour and food choices of the consumer are constantly changing due to the
increasing influence of globalisation. Globalisation has allowed the people to know and
experience different cuisines and types of food consumed all over the world due to which the
food habits and choices of the customers have modified.
Why is the issue?
Globalisation has helped the consumers to experience cross culture food including fast food.
New experience and variety of foods have influenced the current food behaviour and choices
of the consumers. The impact of fast food globalisation has also influenced the lifestyle of the
consumers along with influencing the food industry of the UK (Jaworowska et al., 2013).
What is the issue now?
The current trends of the food industry of the UK have been influenced by the fast food trend
which is conversely influencing the food choices made by the consumers of the UK. It has
made it essential for the organisations operating in the food industry to focus on the inclusion
of fast food by ensuring better and healthier variety that can be served faster to the customers.
How will the research shed light on it?
The research study will help in understanding the process of globalisation and the manner in
which it has changed the food industry of the UK. It will shed light on the impacts of the
changing food trends and the way it affects the food choices of the millennial of the UK.
7. The Scope of the Study
The research will help in understanding and evaluating the impact of the fast food trend
currently popular in the UK on the food choices made by the millennial. However, it can lead
to further research on understanding the drawbacks and influence of the changing food
choices and habits of the consumers of the UK.
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8. Literature Review
Food is one of the basic necessities of Homo sapiens, and the advent of globalisation has
helped human beings to understand and experience the varying food culture as well as a
variety of food and drinks. The food choices of consumers are influenced by changing food
trends (Shokri et al., 2014). The fast-food culture, a popular consequence of fast food
globalisation, has lead to changing food choices of the millennial of the UK.
Globalisation
Globalisation, according to world culture theory, is the process that allows individuals all
across the globe to consider the whole world as a society comprising of different cultures. It
means that the different cultures co-exist peacefully in society by making the cultures
universal. It has made it possible for people to understand different cultures while retaining
their culture (Privitera and Nesci, 2015). The theory holds the same concept regarding the
food cultures of the world. The food cultures of different nations are mixing to co-exist
peacefully. This globalisation of food has helped people to experience different types and
cultures of food while maintaining their own food culture.
Current fast food trends in the UK
Fast foods are the consumable products that can be prepared fast by using pre-cooked
ingredients or partially cooked meal beforehand. Every country has its particular fast food
and the process of globalisation the consumers of the UK to fast food products served all over
the world (Ukonu, 2016). The globalisation of fast food has influenced the food industry of
the UK due to which there have been changes in the food choices and habits of UK
consumers. The fast food industry has grown in recent times to include a range of fast food
items to attract more customers. Every day there is a growth in the number of millennia that
consume fast food due to various factors such as lack of time, taste, variety etc.
Food choice of the millennial
The varying food choices of the millennial of the UK are the consequence of fast food
globalisation. It has influenced the taste and preferences of the millennial as well as the
decision-making process. The millennial of the UK prefer to eat out more, and fast food has
become their go-to choice (Hanus, 2018). The consumer choices in the fast food sector of the
UK is evident from the conditions and environment of the industry, ways in which the
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consumers can satisfy their food needs or the variety and choices of food available to the
millennial of the UK and the hierarchy in that food variety.
Literature Gap
There is constant change in the food choices of the millennial of the UK due to which the
organisations functioning in the food industry of the UK are facing difficulty in catering to
the changing food choices of the consumers. The research study does not analyse the impact
of the changing food choices of the millennial of the UK on the organisations of the food
industry.
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9. Research Methodology
Research Philosophy
Particular research philosophy is essential for the researcher to move ahead in the research
process and make it relevant as well as valuable. Positivism, interpretivism, pragmatism and
realism are some of the research philosophies that can be adopted by a researcher for the
accomplishing the research (Knobe and Nichols, 2013). For the concerned research project,
realism philosophy will be appropriate and adopted by the researcher.
Research Approach
The research approach is used by the research to adopt a specific approach for the analysis of
the information and data available on the field of study to enrich the research project and lead
to future research. Approaches such as abductive, deductive or inductive can be employed by
the researcher (Maxwell, 2012). In this research study, the researcher will use a deductive
approach to implement various measures for the completion of the research study.
Research Design
Different research designs are available from which a researcher need to select a design that
will be most appropriate for the topic and field of study of the research (Mitchell and Jolley,
2012). Among explanatory, evaluative, explanatory and descriptive research designs, the
researcher will adopt an exploratory research design for the concerned research project.
Data Collection method
Researchers need to collect relevant and valuable data and information to make the research
study effective and provide valuable literature for future research projects. In the research,
primary and secondary data collection methods will be used by the researcher to enrich the
study by incorporating valuable information. Quantitative data will be collected by adopting
survey approach in which 100 consumers of fast food will participate.
Sampling methodology
The data will be collected by using probability sampling through a random sampling
technique to gather valuable information and data. 100 UK consumers of fast food, selected
randomly, will participate in the survey.
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10. Project Planning
Activities 4th Feb-
17th Feb
18thFeb
3thMar
4thMar-
24thMar
25thMar-
14thApr
15thApr-
6thMay
7th May-
24th May
Deciding the topic for the
research
Collection of valuable and
relevant data
Attention on the project
layout
Literature review
Preparation of the project
Development of the
research methods
Data analysis
Development of findings
and conclusions
Rough Draft
Submission of the file
Table 1: Gantt chart
(Source: Created by the learner)
11. Ethical Issues
The researcher has complied with the various ethical considerations for conducting the
research study. Data Protection Act 2108 has been followed by the researcher to maintain the
privacy of the respondents. The respondents were under no compulsion for participating in
the survey, and they were provided with the liberty to discontinue their participation on their
will.
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12. References
Cheung, S. and Wu, D.Y., 2014. The globalisation of Chinese food. Routledge.
Hanus, G., 2018, September. THE IMPACT OF GLOBALIZATION ON THE FOOD
BEHAVIOUR OF CONSUMERS–LITERATURE AND RESEARCH REVIEW. In CBU
International Conference Proceedings (Vol. 6, pp. 170-174).
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.
Knobe, J. and Nichols, S. eds., 2013. Experimental philosophy(Vol. 2). Oxford University
Press.
Maxwell, J.A., 2012. Qualitative research design: An interactive approach (Vol. 41). Sage
publications.
Mitchell, M.L. and Jolley, J.M., 2012. Research design explained. Cengage Learning.
Privitera, D. and Nesci, F.S., 2015. Globalisation vs local. The role of street food in the urban
food system. Procedia Economics and Finance, 22, pp.716-722.
Shokri, A., Oglethorpe, D. and Nabhani, F., 2014. Evaluating sustainability in the UK fast
food supply chain: Review of dimensions, awareness and practice. Journal of Manufacturing
Technology Management, 25(8), pp.1224-1244.
Ukonu, I.C., 2016. The Effect of Fast Food Globalisation on Students’ Food Choice. World
Academy of Science, Engineering and Technology, International Journal of Social,
Behavioral, Educational, Economic, Business and Industrial Engineering, 10(7), pp.2331-
2344.
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Appendix
Appendix A: Questionnaire Template
Q1. What do you prefer to eat?
o Homemade food
o Fast food
o Processed food
Q2. How often do your consumer fast food in a week?
o Everyday
o 1-3 times
o 4-6 times
o More than 7 times
Q3. Are you aware of the health consequences caused by fast food?
o Yes
o No
o Not sure
Q4. What factors influence your choice of fast food?
o Price
o Taste
o Convenience
o Health quotient
Q5. What has lead to the development of the fast food industry in the UK?
o Technology and Communication
o Reduced boundary between cultures
o High demands
o Increased fast food outlets
Q6. Which type of fast food do you prefer?
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o Chinese
o Italian
o Czech
o American
Q7. Why do you prefer fast food?
o Saves time
o Good taste
o Price
Q8. Will you prefer healthy food over fast food if it is served quickly?
o Yes
o No
o Not sure
Q9. What improvement would you like in the fast food in the UK?
o Price
o Quality
o Taste
o Healthy ingredients
Q10. How has globalisation influenced fast food choices?
o Variety of fast food
o Availability of fast food
o Taste of fast food
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