Fast Food Marketing. Analyzing the changing consumer diet behavior towards healthy eating habits

Seminar paper from the year 2020 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3 (German system - excellent), Munich Business School University of Applied Sciences, language: English, abstract: The goal of the paper is to offer recommendations to the executive and management teams of global quick-service restaurant chains on what marketing strategies they should use to maintain existing consumers and capture future customers. The paper firstly illustrated the influence of consumer healthy eating habits on global quick-service restaurant chains through various academic resources in the literature review. Subsequently, the author has conducted a multiple case study approach with two companies that are either currently or used to be operating business globally to raise the validity and reliability of the research. The final results generated suggested that the changing consumer diet behavior affects the companies significantly through self-consciousness resulted from government policies and mass media influence. Furthermore, the innovative marketing strategies for global fast food restaurant chains will be focusing on introducing and customizing healthy meals on menus, maintaining customer and employee relationships simultaneously, participating in sustainability and CSR programs as well as promoting through digital marketing.

Li-en Lin is a senior undergraduate student at Munich Business School. In her bachelor's study, Li-en has specialized in International Marketing, Innovation, and Business Ethics. As a student who strives for excellence, Li-en accomplished her seminar paper in marketing topics and bachelor thesis in CSR topics with remarkable results in 2020. Given her insightful knowledge of businesses in East Asia and Western Europe, she contributes to the Western academy from multiple standpoints.