Background
Real Kungfu is a famous restaurant chain in China, and it is famous for the healthy steamed dishes. Until 2013, Real Kungfu had opened over 479 restaurants in China, and China Daily ranked Real Kungfu as top 10 fast food in China in 2014.
Over the past few decades, there is an increasing number of people pay more attention to healthy diet in Australia (Williams, Hull and Kontos, 2009). Several studies have been carried out on campus about students’ dietary habit, Driskell, Meckna and Scales (2006) revealed that the majority of college students had fast food on campus one to two times weekly, and most participants indicated they prefer to have some healthier food choices. Therefore, fast food with healthy dishes is possible to have a great demand in college market.
However, Real kungfu did not enter into Australia college market, and know nothing about the international college market. What kinds of dishes do college students prefer? How to open the college market in Australia? The aim of this research is to find out the strategies for Real Kungfu to open the college market in Australia.
Research Objectives
Real Kongfu expands business into Macquarie university fast food market.
The objectives of this research are:
To determine which location is the most assessable to Macquarie university students.
To investigate which products would satisfy most Macquarie University students’ need.
To learn the acceptance of price for Macquarie university students.
In order to
Perhaps the biggest factor that causes students to gain weight is the adjustment from eating at home to eating at college. A student from Chicago State University wrote in the school paper that, “Students in their first year away from home are sometimes not experienced in choosing foods or balanced meals” (French). The free-for-all campus style eating allows for unlimited choices of food and no parents to tell students what they can or cannot eat. Dietitian Ann Litt is also quoted in a Washington Post article in stating that, “the all you can eat concept in most college food services is an invitation overeat” (Linder). College dining halls are set up like fast food restaurants, and some even contain a McDonalds or a Pizza Hut. Fast food style eating really has no nutritional value, other than lots of fat and calories. In an article which examined the ways which students eat nutritional professor Christina Economos stated that more than fifty percent of students are eating too much fat, and seventy to eighty percent are getting too much saturated fat. She states that lack of fruit and vegetable consumption and the eating of mostly processed food is the main cause of weight gain among students (Linder). When students enter the dining hall they need to remind themselves that eating healthy is important.
Fast food is not only found at the drive-thru diners with the golden arches or the giant burgers in front of their buildings although they are the most common thing we think of when we hear the term “fast food“. Fast food is any food that is quick, convenient, and inexpensive for the most part. It can be bought just about anywhere that sells food and snacks. Vending machines play a huge part in bad food choices. They are found in most offices and schools for people on the go to grab a quick bite. Twenty-four hour convenience stores are probably the most common places to find fast food but we don’t usually think of it as fast food because it isn’t sold threw a drive-thru restaurant. These foods are so popular because for under five dollars you can usually get a meal that may not be the healthiest choice but will fill you up. However, although fast food is inexpensive it is only that way because it is made with cheaper ingredients.
In his book Fast Food Nation: The Dark Side of the All- American Meal, Eric Schlosser, an investigative journalist, argues that “the fast food industry has helped to transform not only the American diet, but also our landscape, economy, workforce, and popular culture” (3). He supports this claim by first describing the history of the fast food industry, then explaining the current condition of the chemistry and the labor in the industry. Schlosser’s purpose is to inform the consumer and describe the state of the fast food industry in order to call to attention the impacts of the industry on the lives of Americans and on America as a country. He establishes an optimistic tone in the beginning but then develops a gloomy tone for consumers to
With the increase of fast food consumption and the growing rate of obesity, Americans are arguing if those who consume fast food products have only themselves to blame or the fast food companies for the growing rate of obesity and its health problems. The health of Americans has changed for the worse since the 70’s. The size of the food portions has increased and Americans are exercising less. This is evident in Americans 18-26 years old. These are the college kids who are away from home, working on their higher education and possibly a job at the same time, these college kids are too busy with all the work that needs to get done that these young adults don’t have time to cook themselves a home-cooked meal so they end up eating fast food meals. These
Imagine a nation brimming with smiling workers and a swelling economy. Doesn’t that seem like somewhere you would want to live? Well you can; if you support me, Ty Goldin, a member of the Populist Party, we can make this idea come to life. Face it; America is declining before your eyes. The plight of America is characterized by the tough times for farmers to survive, the complete domination of the American economy by massive corporations, and the extremely poor treatment of the average worker. I will help fight these horrible circumstances and make America the ultimate ideal nation.
1294 adults aged 18-49 who had purchased food from fast food restaurant in Victoria, Australia
We live in a world that is in a continuous process of transformation, considering that progress manages to control all the aspects of individual's life. Being part of a society which is always changing makes it essential for people have to adapt to all these aspects. One of the biggest problems for the American society is that it has no time to eat, since it is always on the run. Fast food came as the greatest solution for this problem. Since the process of modernization of the American society is accelerated day by day, the fast food industry has gained its place on the market. Even if individuals are well aware of the problems they can and will encounter if they eat fast food, they are forced by the circumstances to fall back on it.
The lifestyles of Australian changed strongly over the last 20 years, this due to there are more women working and even people which are working more hours. (Australian Bureau of Statistics, 2006). By needs of Australians, currently food and also mealtimes have changed dramatically and the industry of fast food has been really quick to make easy solutions for the needs of cheap, satisfaction and convenient.
“Although many health authorities insist that there is no such thing as junk food, consumers find it a useful term for distinguishing nourishing food from products whose chief appeal is fun, convenience, and addictive taste; ‘bet you can't eat just one’ ”(Junk Food). Americans are spending about $4.6 billion a year on potato chips, and 23.5 billion a year on candy and gum. 46 Percent of adult Americans eat out on a typical day, and one third of them choose fast food. That is because the fast food industry has slowly become one of the symbols of American culture and is spreading to other cultures as well: McDonalds has 26,000 locations in 119 countries, Pizza Hut has more than 10,000 in 86 countries, and Subway has 14,500 in 75 countries. Commercials, signs, and huge advertisements are pushing junk food at us every day; people cannot even go to the grocery store without candy bars being lined up right by the checkout. The junk food industry realizes how appealing it can be. When a person is in a rush, they can easily eat a large meal without having to make a lot of decisions, work, dress up, or get out of their car. The speed and convenience fit Americans’ pressured lifestyles. It does not fit, however, to our health and wellness. A fast food meal, such as a Burger King Double Whopper with cheese, contains 965 calories, more than double the amount of fat, and as much as 750 grams too much sodium
The story of the fast food industry and its effect on the world is well told in the book Fast Food Nation by Eric Schlosser. Schlosser makes the claim that, what started out as a special treat for the kids eventually ended up defining a way of life. During a brief period of time, the fast food industry has helped transform not only the American diet, but also our countryside, economy, workforce, and popular culture. The book thoroughly describes how important the two factors of money and power are in today's society. The book clearly establishes the broader thesis that as consumers, we should know what we eat even if it makes us uncomfortable by the knowledge.
People eat fast food because it is quick, accessible, tasty, inexpensive and time-saving. This was confirmed by a study of six hundred people living in the Minneapolis-Saint Paul region of America. They were each offered a fast-food meal, after which they were asked to agree or disagree with eleven statements about why they eat fast food. However, fast food is a leading cause of disease. This issue is relevant to all Australians. How so? According to the Organisation for Economic Co-operation and Development (OECD), Australia has the fifth-highest obesity rates of any country anywhere in the world, at a very high figure of 24.6 percent. This means that almost one in every four citizens is clinically overweight.
I. IntroductionBecause of the omnipotence of fast food chains in America, when we feel the urge for an easy meal, Americans, in general, immediately look to the fast food nation for a quick suppression to their hunger. Because we live in a time-is-money society the most efficient means of hunger satisfaction is the almighty drive-through. Corporations spend billions of dollars advertising to enhance sales of their products. With American catching on to the lack of healthy food options in the fast food nation, fast food chains began campaigning healthier food such as their salads and fruit cups. However salads may sound healthy but a Southwest Salad with Grilled Chicken from McDonalds has 320 calories and 90 grams of fat. Where's the "healthy" in that. Now that Obesity is the second leading cause of preventable death in the U.S. we need to re-evaluate the importance of healthy eating. By increasing awareness of the
The fast food industry provides quick, cheap, and easy access to foods that in the customers opinion, is very delicious, and affordable, however this food which millions of people around the world are constantly consuming, could actually cause major health problems, and weight gain in the long run. Major fast food companies throughout the world know what they are doing when it comes to marketing towards all types of people. Some people will find numerous different things to blame for the epidemic of fast food making individuals overweight. In recent research on, or discussions of the fast food industry having an effect on people's health, a controversial issue has been raised, and that is the fact that this problem affects not only
Every day while sitting on the couch eat a burger, and soon many people learn what the obesity hype is all about. Fast food companies are advertising more food for less money with fast service. The media tends to change images for their target customers, to make the food more appealing to those that are watching. Laziness is one of the main causes of obesity in our country. Obesity in the United States is at a high due to the increasing fast food chains, media influence, and a lack of exercise. The idea of having a meal made for them in less than five minutes is somewhat exciting to the view of many individuals.” fast food firms introduced these alternative meals in response to changing consumer tastes”(Buchholz). Many fast food stores offer the customer fast service, and a great tasting meal. They provide their service with a smile and a meal that can cost less than 10 dollars. When people mix poor diet with poor
The fast food industry has been growing dramatically during the last few years. For this reason, we should try to find out what are the several factors why fast food consumption keeps growing among young people and adults. Therefore, as we have seen, the popularity of fast food is spreading rapidly among many people due to the following three main reasons: good taste, convenient time, and price. Personally, working for a fast food restaurant for a brief moment in my life, I can attest to this. Marketing also plays a big part to more people eating fast food. It’s in our culture in America to expect fast food companies to market and strategize their ways to make us, the consumers, to buy more food and consume more food so they can make more profit. Especially now with commercials and social media. The fast food industry has thrived in the modern era. It’s thriving so much, the industry is growing faster than the U.S economy, at