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May 24, 2013

Nutritious Customer Experiences

by akm305

While driving over 18 hours down to Miami, I frequently got hungry. Trying not to gorge on terrible-for-you junk food, I often opted to stop at Burger King. Yup, you read that right, Burger King. What I came to really appreciate was that Burger King had a good salad menu and even more importantly, a quite tasty veggie burger. This shows that fast food retailers are trying to tap into a growing trend in America. More and more people are trying to eat healthier and, because of the effects of industrial farming, are opting for vegetarian options. Despite the fact that this has been an ongoing trend for a while now, its still presents an opportunity for retailers to differentiate themselves in the crowded fast food market. For instance, to my knowledge, McDonald’s does not serve veggie burgers, nor does it offer much in the way of vegetarian faire. It seems that McDonald’s may be missing out on capturing this trend. Although McDonald’s sometimes lists calories on its menus, it still is a difficult place to eat for the more health conscious consumer. Some of their salads have more calories than a big mac! And according to this BrandChannel article, things have the potential to get worse. It seems that McDonald’s is working to simplify its menu, which may mean that it’ll cut out some of the healthier options. Personally, I think this is a bad move for McDonald’s, if it wants to keep up with consumer trends.

Capturing the healthy food crowd is not just for fast food chains. For instance, Kellog’s Special K brand has long been successful at capturing healthy eaters and is continuing to expand its product offerings, according to another BrandChannel article. This is evidence of the potential viability of meeting the needs of this growing consumer segment.

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