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Secrets To Success Of A Fast Food Restaurant

812 words - 4 pages

Fast-food has quickly gained its fame in today’s generation. Millions of people enjoy the idea of being able to grab a quick meal in only a matter of minutes. The fast-food industry entices the customers with the aroma that fills the air, manipulating them into buying the product placed before them. In her essay, “The Ritual of Fast Food”, Margaret Visser carefully explains the customs that people actively take part in when dealing with fast-food. The fast-food industry is so effective at bringing in customers because they base their location in high-traffic areas, advertise their product, and prepare food quickly.
First, most franchises base their location in high traffic areas. The advantage of placing a business in a busy area, such as a highway, is customers will be drawn in. Visser acknowledges fast-food chains as being “[a] home away from home”…“on the highway...” (131). Jagg Xaxx, a writer for Demand Media, notes that “fast-food is about convenience, so to be successful, a fast-food outlet should be located in a high-traffic area according to the website Bplans” (Xaxx). According to a study done by Dr. Bryn Austin et al., “fast-food restaurants were found to cluster significantly around schools in both the high and moderate commercialization regions of the city [Chicago]” (Austin). Focusing fast-food restaurants around schools can have its advantages; if students are permitted to go outside of the campus for lunch, they are most likely going to dine at one of the many restaurants surrounding the campus. It is agreeable that the fast-food industry will most likely base their location around school campuses to attract hungry students or in busy areas where they can “gain business and impulse purchases from customers who had no preplanned patronage of the restaurant” (Xaxx).
Second, fast-food chains advertise their product; the slogans, logos, and commercials draw in a fan-base. Visser notes that, “families are the customers the fast-food chains want” (131). Commercials paid for by McDonald’s usually appeal to an entire family. Fast-food businesses use advertisements to create competition between the many different chains. Subway, for example, “is closing in on McDonald’s as the global leader in the fast-food industry” (“Subway Case Study”). Subway offers both a healthier variety of foods, as well as, foods high in calories; unlike other fast-food chains, “subway markets its products as a healthier alternative to...

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