As soon as someone says ‘fast food’, you think of burgers and fries. Of course the cheese inside the burger and the soda accompanied along with the meal are an added bonus to the temptation. And then you get a second thought- is it healthy? But obviously, no! The fast food chains would give away their entire fortune without any second thoughts to anybody who could alter the consumer’s ability to have that second thought.
Moving on to the next thought- why are you having second thoughts on having junk food? Of course every doctor, nutritionist or a gym instructor advises against it, to state the obvious- it deteriorate your health. But it is so tasty and it never fails to tickle the taste buds to glory.
Humans are an ever evolving species, and thankfully their brains have finally evolved into, colloquially speaking, far advanced version of what it used to be. Thus now capable of coping with the ‘junk food’ syndrome. Though slowly, but people are indeed taking the ball to the ‘healthy’ side of the court.
There is yet another underlying force that is acting against the fast food chains, and it is concerned with the science of commodities- economics. Wondering what on earth would economics have to do with the ‘junk food’ syndrome? Well it is called the law of diminishing marginal utility. Consumers are attaining less and less utility from consuming junk food, bluntly put- getting bored.
And by bored it means they:
1) have healthier things to eat,
2) want to avoid obesity or any other direct/indirect adversities of junk food, and
3) are now allured by gourmet and organic edibles.
Americans are now seeking the ‘healthy’ lifestyle, free from all the ills of eating junk food. The cafeterias in public places such as schools and hospitals are cancelling their contracts with fast food chains and switching to healthier alternatives. Companies like Pepsi, McDonald’s and the likes have reported drop in sales by a substantial margin. Hence these companies are allocating large sum of money to R&D to figure out alternatives and come up with ‘healthy fast food’.
“Whoever snuck in the ‘s’ in ‘fast food’ was a clever little prick.”
Now it is to be observed where this trend takes the fast food industry– the repercussions can be multilateral and multifaceted. Either this trend is ephemeral and would subside with time or the shift in paradigm would sustain all through the generations to come.