Literature Review on Marketing Strategies in the Fast Food Industry

This literature review examines marketing strategies employed by the fast food industry, focusing on how these strategies influence consumer behavior and brand loyalty. The review analyzes various marketing channels, including television advertising, internet marketing, and school-based promotions, and their effectiveness in targeting different demographics, especially children. It discusses the strengths and weaknesses of these strategies, highlighting their impact on brand image, market penetration, and the potential risks associated with targeting vulnerable audiences. Furthermore, the review assesses the influence of fast food marketing on childhood obesity, acknowledging the industry's shift towards offering healthier menu options. The analysis draws upon several academic journal articles to provide a comprehensive understanding of the topic.

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Contents
Introduction...........................................................................................................................................2
Literature review...................................................................................................................................2
Conclusion.............................................................................................................................................4
References.............................................................................................................................................5

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Introduction
The fast food industry is more global now than ever. The consumption of the fast food
industry is continued to increase on a global basis. The customers generally create insights
into the fast food outlets. Such insights can be formed by the communication, promotions of
fast food industry, personal experiences and other sources. The perceptions of the customers
differ from nation to nation. This report defines the marketing strategies used in the fast food
industry. The marketing strategies should have a sound understanding of the insights and
preferences of the customers. These strategies can be supportive in targeting nations to
promote fast food and to increase demand of the customers.
Literature review
According to Herédia, et al. 2017, the marketing strategies form meaning for the actions and
improve communication. The marketing strategies strongly target the younger groups,
specifically children comprising pre-school children with the intention of forming not only
brand appreciation but also inclination and loyalty. From the perspective of the customers,
the fast food organizations aim to foster brand preference which enables purchase and
shaping future habits of the customers. the fast food organizations make use of several
strategies such as TV advertising, internet marketing, marketing in the schools, sponsoring
and promotions. Out of all the marketing strategies, most used strategy is Television
advertising. As per the views of Yeo, Goh, and Rezaei, 2017, the main food marketing
strategy to be used in order to reach children is TV. The fast-food organizations spend most
of their budget on the publicity or promotions. It is anticipated that children start to watch TV
in the early stage and watch for longer hours. For instance, the foods products in USA are
likely to advertise on the children’s advertising channel. TV advertising direct to children and
teenagers with appealing characteristics like fun, pleasant flavor, prize, and innovative
products. Other strategies promoting fast food are website, indicating an active lifestyle,
claiming health benefits and making use of the TV characters. Other concepts of the
marketing strategies are marketing in the schools. According to Hanaysha, 2016, there are
also indirect marketing strategies such as sponsor’s logos in the school materials. The internet
marketing also plays important role in the demand of children and teenagers for fast food.
The children and teenagers are observed to spend more time on the internet. Add on, sponsor

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activities are also used by the fastfood chains like sporting events, TV programs, and music
shows.
According to Mathur, S., and Patodiya, P.K., 2016, the marketing strategies used have
attained strengths in the fast food industry. The use of the TV as a marketing strategy helps
food industry to attain strong brand image. It makes easy for the restaurants to open and
introduce new fast foods. It also helps in higher market penetration across the world. The
marketing strategy in the form of the strength has helped fast food industry to moderate
differentiation. It ensures uniqueness of the products of the fast food industry. The
advertisement also enables strong presence in the domestic and global market. The logos are
highlighted in the advertisements which help in identifying brand of the fast food industry. It
constructs huge brand equity. According to Cheng, Tong, and Wong, 2018, the huge
expansion possible through the advertisement expands the risk intricate with economic
performance. The weakness of the advertisement is that it targets children who are
susceptible and sensitive target. The advertisements do not attain the on-going trend of
organic food as parents prefer to go for healthy food for their kids like organic foods. The
products of fast food as shown in the advertisement focus mainly on hot food and burgers.
Few products shown in the advertisement are seasonal. As per the views of El-Manstrly,
2016, the advertisements require heavy investment to be made by the organizations involved
in the fast food industry. It puts heavy burden on the organizations. It has been also viewed
that the advertisements to be shown on the kids' channel is criticized by the parents as the
brands later take it as a trend to adulthood.
As per the opinions of Namin, 2017, fast food is referred to the food taking less period of
time, high in calories and easily accessible. The fast food is deliberated to be main sources of
the intake by the individuals between the ages of 2-18. The fast food industry makes heavy
investment in marketing strategies in order to generate customers. The children and teenagers
have great role in influencing families to buy fast foods for them and these children will be
upcoming customers. The advertising strategies intend to generate meaning for the actions
and help in enhancing communication power. The food marketing strategy mainly aims to
direct children and teenagers. According to Izquierdo-Yusta, Gómez-Cantó, Pelegrin-
Borondo, and Martínez-Ruiz, 2019, advertising as a part of the marketing strategy enhances
communication power. It is used by fast food organizations to foster brand preference and
precedes buying and designs the future habits of the customers. Other marketing channels to
be used by fast food organizations are marketing in the schools, sponsoring, internet

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marketing and placing products. Out of all, advertising plays great role in influencing
customers to purchase products. The children are most exposed to TV advertisements. They
are more vulnerable to the effects of advertising. The report has also assessed the influence of
fast food on childhood obesity. The growing trend of fast food has created wellbeing risk as
food comprises high level of soaked fats, sodium, and carbohydrates.
Conclusion
The marketing strategies used by the fast food industry seem good. It has a great role in the
expansion of the products. Fast food organizations reinforce themselves by making use of
marketing strategies in order to grow stronger. It has been viewed that the organizations
under the food industry constantly diversify the products whereas other brands have new
products progressively. The marketing strategies decide the popularity of the products of the
fast food industry. Now the fast food industries have started to accept the option of offering
healthy menu and it has been promoted by the advertisements.

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References
Cheng, T., Tong, C. and Wong, A.T.T., 2018. The Impact of Corporate Social Responsibility
and Food Health and Safety, on the Corporate Image of Hong Kong's Fast-Food
Restaurants. Asian Research Journal of Arts & Social Sciences, pp.1-18.
El-Manstrly, D., 2016. Enhancing customer loyalty: critical switching cost factors. Journal of
Service Management, 27(2), pp.144-169.
Hanaysha, J., 2016. Building brand equity through customer service: A study on restaurant
industry in Malaysia. Journal of Research in Business, Economics and Management, 5(5),
pp.678-685.
Herédia, A.M., Hipólito, J., Nunes, O., Ribeiro, L., Moura, T. and Laneiro, T., 2017. Fast-
food marketing strategies and their impact on childhood obesity. Journal of Spatial and
Organizational Dynamics, 5(3), pp.296-315.
Izquierdo-Yusta, A., Gómez-Cantó, C.M., Pelegrin-Borondo, J. and Martínez-Ruiz, M.P.,
2019. Consumers’ behaviour in fast-food restaurants: a food value perspective from
Spain. British Food Journal, 121(2), pp.386-399.
Mathur, S. and Patodiya, P.K., 2016. Global perspective of fast food consumption: a
systematic literature review. Indian Journal of Management Science, 6(2), p.46.
Namin, A., 2017. Revisiting customers' perception of service quality in fast food
restaurants. Journal of Retailing and Consumer Services, 34, pp.70-81.
Yeo, V.C.S., Goh, S.K. and Rezaei, S., 2017. Consumer experiences, attitude and behavioral
intention toward online food delivery (OFD) services. Journal of Retailing and Consumer
Services, 35, pp.150-162.