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(Redirected from Fast-food)
'Fast food' is food that can be prepared and served very quickly. Stereotypical restaurant fast food is cooked in bulk and in advance and kept warm, or reheated to order. Fast food can also include TV dinners and other foods that can be cooked easily by the consumer, and food from restaurants that cook their food to order but specialize in doing so quickly.
Many fast-food restaurants, (also known as "Quick Service Restaurants" or 'QSR') are part of restaurant chains or franchise operations, and standardized foodstuffs are shipped to each restaurant from central locations.[1]
There are also simpler fast-food outlets, such as stands or kiosks, which may or may not provide shelter or chairs for customers.[2]
[3]
[4]
Because the capital requirements to start a fast-food restaurant are relatively small, particularly in areas with non-existent or poorly enforced health codes, small individually-owned fast-food restaurants have become common throughout the world.
Restaurants such as Culver's, Noodles, Ivar's, Skippers, and in-store grocery delis where the customer's can sit down and have their food orders brought to them, are considered fast food and Fast casual restaurants.
Although fast-food restaurants are often viewed as a representation of a day by day family outing, the concept of "ready-cooked food to go" is as old as cities themselves; unique variations are historical in various cultures. Ancient Roman cities had bread-and-olive stands, East Asian cultures feature noodle shops. Flat bread and falafel are ubiquitous in the Middle East. Popular Indian "fast" food delicacies include Vada pav, Papri Chaat, Bhelpuri, Panipuri and Dahi Vada. In the French-speaking nations of West Africa, meanwhile, roadside stands in and around the larger cities continue to sell- as they have done for generations- a range of ready-to-eat, chargrilled meat sticks known locally as "brochettes" (not to be confused with the bread snack of the same name found in Europe).
The modern history of fast-food in America began on July 7, 1912 with the opening of a fast food restaurant called the Automat in New York. The Automat was a cafeteria with its prepared foods behind small glass windows and coin-operated slots. Joseph Horn and Frank Hardart had already opened an Automat in Philadelphia, but their “Automat” at Broadway and 13th Street, in New York City, created a sensation. Numerous Automat restaurants were quickly built around the country to deal with the demand. Automats remained extremely popular throughout the 1920's and 1930's. The company also popularized the notion of “take-out” food, with their slogan “Less work for Mother”. The American company White Castle is generally credited with opening the second fast-food outlet in Wichita, Kansas in 1921, selling hamburgers for five cents apiece.[5] Among its innovations, the company allowed customers to see the food being prepared. White Castle later added five holes to each beef patty to increase its surface area and speed cooking times. White Castle was successful from its inception and spawned numerous competitors.
''Main Article: History of McDonald's''
McDonald's, the largest fast-food chain in the world and the brand most associated with the term "fast food," was founded as a barbecue drive-in in 1940 by Dick and Mac McDonald. After discovering that most of their profits came from hamburgers, the brothers closed their restaurant for three months and reopened it in 1948 as a walk-up stand offering a simple menu of hamburgers, french fries, shakes, coffee, and Coca-Cola, served in disposable paper wrapping. As a result, they were able to produce hamburgers and fries constantly, without waiting for customer orders, and could serve them immediately; hamburgers cost 15 cents, about half the price at a typical diner. Their streamlined production method, which they named the "Speedee Service System" was influenced by the production line innovations of Henry Ford. The McDonalds' stand was the milkshake machine company's biggest customer and a milkshake salesman named Ray Kroc travelled to California to discover the secret to their high-volume burger-and-shake operation. Kroc thought he could expand their concept, eventually buying the McDonalds' operation outright in 1961 with the goal of making cheap, ready-to-go hamburgers, french fries and milkshakes a nationwide business.
Kroc was the mastermind behind the rise of McDonald's as a national chain. The first part of his plan was to promote cleanliness in his restaurants. Kroc often took part at his own Des Plaines, Illinois, outlet by hosing down the garbage cans and scraping gum off the cement. Kroc also added great swaths of glass which enabled the customer to view the food preparation. This was very important to the American public which became quite germ conscious. A clean atmosphere was only part of Kroc's grander plan which separated McDonald's from the rest of the competition and attributes to their great success. Kroc envisioned making his restaurants appeal to families of suburbs. "Where White Tower (one of the original fast food restaurants) had tied hamburgers to public transportation and the workingman...McDonald's tied hamburgers to the car, children, and the family." (Levinstein, p.228-229)
Wendy's, which was opened in Columbus, Ohio in 1969 by Dave Thomas, a protégé of Kentucky Fried Chicken founder Col. Harlan Sanders.[6]
In-N-Out begain with the first Drive-Thru in 1948 when the first stand was opened in Baldwin Park, CA. Nearly 60 years later In-N-Out is now located in California, Nevada, and Arizona, with the possibility of Utah in the future.
Fast-food outlets are ''take-away'' or ''take-out'' providers, often with a "drive-thru" service which allows customers to order and pick up food from their cars; but most also have a seating area in which customers can eat the food on the premises.
Nearly from its inception, fast food has been designed to be eaten "on the go" and often does not require traditional cutlery and is eaten as a finger food. Common menu items at fast food outlets include fish and chips, sandwiches, pitas, hamburgers, fried chicken, french fries, chicken nuggets, tacos, pizza, and ice cream, although many fast-food restaurants offer "slower" foods like chili, mashed potatoes, and salads.
Many petrol/gas stations have convenience stores which sell pre-packed sandwiches, donuts, and hot food. Many gas stations in the United States also sell frozen foods and have microwaves on the premises in which to prepare them.
Supermarkets often include their own cafes with prepared food service counters. Many markets prepare baked or rotisserie chickens due to the low cost of fowl and ease of preparation. Some, like ASDA and Wal-Mart may even include a well-known fast food chain within their own store, such as McDonald's or Subway.
Traditional street food is available around the world, usually from small operators and independent vendors operating from a cart, table, or portable grill. Common examples include Vietnamese noodle vendors, Middle Eastern falafel stands and New York City hot dog carts. Commonly, street vendors provide a colorful and varying range of options designed to quickly captivate passers-by and attract as much attention as possible.
Depending on the locale, multiple street vendors may specialize in specific types of food characteristic of a given cultural or ethnic tradition. In some cultures, it is typical for street vendors to call out prices, sing or chant sales-pitches, play music, or engage in other forms of "street theatrics" in order to engage prospective customers. In some cases, this can garner more attention than the food itself; some vendors represent another form of tourist attraction.
The common preparation practice for small vendors consists of serving a few basic ingredients and toppings that can be cooked in batches and served quickly on the spot.
Modern commercial fast food, by contrast, is often highly processed and prepared in an industrial fashion, i.e., on a large scale with standard ingredients and standardised cooking and production methods. It is usually rapidly served in cartons or bags or in a plastic wrapping, in a fashion which minimizes cost. In most fast food operations, menu items are generally made from processed ingredients prepared at a central supply facility and then shipped to individual outlets where they are reheated, cooked (usually by microwave or deep-frying) or assembled in a short amount of time. This process ensures a consistent level of product quality, and is key to being able to deliver the order quickly to the customer and eliminate labor and equipment costs in the individual stores.
Because of commercial emphasis on speed, uniformity and low cost, fast food products are often made with ingredients formulated to achieve a certain flavor or consistency and to preserve freshness. Hydrogenated vegetable oils are pumped into fast foods which contain high amounts of trans fat. This requires a high degree of food engineering, the use of additives and processing techniques substantially alter the food from its original form and reduce its nutritional value.
Although fast food often brings to mind traditional American fast food such as hamburgers and fries, and this is indeed the most popular form in most Western countries, there are many other forms of fast food that enjoy widespread popularity in the West.
Chinese takeaways are particularly popular. They normally offer a wide variety of Asian food (not always Chinese), which has normally been fried. Food is often available as a smorgasbord, sometimes self-service. The customer chooses the size of the container they wish to buy, and then is free to fill it with their choice of food. It is common to combine several options in one container. Most options are some form of noodles, rice, or meat.
Sushi has seen rapidly rising popularity in recent times. A form of fast food created in Japan (where obento is the Japanese equivalent of fast food), sushi is normally cold sticky rice served with raw fish. The most popular kind in the West is rolls of rice in nori (dried seaweed), with filling. The filling often includes fish, chicken or cucumber.
The Subway chain has had a major impact on the fast food industry, by showing that food can be mass produced in the American manner without compromising taste or nutritional value. Consequently Subway has marketed itself as a healthy alternative to other fast food chains, and has been largely successful in this. Many other chains (especially McDonalds) have altered their menus to include healthier options in order to prevent loss of customers.
Kebab houses are a form of fast food restaurant from the Middle East, especially Turkey and Lebanon. Meat (or falafel) is shaven from a rotisserie, and is served on a warmed tortilla with salad and a choice of sauce and dressing. These doner kebabs are distinct from shishkebabs served on sticks.
Fish and chip shops are a form of fast food originally from Britain, but appropriated by Australia and New Zealand. In England fish and chips is normally either restaurant oriented or pub food, but in Australasia it is a fast food, where the food is normally taken home to be eaten. Fish is battered and then deep fried.
In the United States alone, consumers spent about US$110 billion on fast food in 2000 (which increased from US$6 billion in 1970)4. The National Restaurant Association forecasts that fast-food restaurants in the U.S. will reach US$142 billion in sales in 2006, a 5% increase over 2005. In comparison, the full-service restaurant segment of the food industry is expected to generate $173 billion in sales. Fast food has been losing market share to so-called fast casual restaurants, which offer more robust and expensive cuisines.
McDonald's, a noted fast-food supplier, opened its first franchised restaurant in the US in 1955 (1974 in the UK). It has become a phenomenally successful enterprise in terms of financial growth, brand-name recognition, and worldwide expansion. Ray Kroc, who bought the franchising license from the McDonald brothers, pioneered many concepts which emphasized standardization. He introduced uniform products, identical in all respects at each outlet, to increase sales. At the same time, Kroc also insisted on cutting food costs as much as possible, eventually using the McDonald's Corporation's size to force suppliers to conform to this ethos.''
Other prominent international fast food companies include Burger King, the number two hamburger chain in the world, known for promoting its customized menu offerings (''Have it Your Way''); Wendy's, the number three burger chain and creator of the Drive thru concept; Dunkin' Donuts, a New England based chain that emphasized and refined the commissary model of food preparation; Starbucks, Seattle-born coffee-based fast food beverage corporation; KFC, a part of the largest restaurant chain in the world, Yum! Brands; and Dominos Pizza, a pizza chain known for popularizing home delivery of fast food.
Many fast food operations have more local and regional roots, such as White Castle in the Midwest United States, along with Hardee's (owned by CKE Restaurants, which also owns Carl's Jr., whose locations are primarily on the United States West Coast), Krystal, Bojangles', and Zaxby's restaurants in the American Southeast, Raising Cane's in Louisiana, the famous In-N-Out Burger (in California, Arizona, and Nevada) and Tommy's chains in Southern California, Dick's Drive-In in Seattle Washington, and Arctic Circle in Utah and other western states. Also, Whataburger is a popular burger chain in the South and Mexico. Canada pizza chains Toppers Pizza and Pizza Pizza are primarily located in Ontario. Coffee chain Country Style operates only in Ontario, and competes with the famous coffee and donut chain Tim Hortons and Dunkin Donuts.
The fast-food industry is popular in the United States, the source of most of its innovation, and many major international chains are based there. Seen as symbols of US dominance and perceived cultural imperialism, American fast-food franchises have often been the target of Anti-globalization protests and demonstrations against the US government. In 2005, for example, rioters in Karachi, Pakistan, who were initially angered because of the bombing of a Shiite mosque, destroyed a Kentucky Fried Chicken restaurant.[7]
Multinational corporations typically modify their menus to cater to local tastes and most overseas outlets are owned by native franchisees. McDonald's in India, for example, uses lamb rather than beef in its burgers because Hinduism traditionally forbids eating beef. In Israel the majority of McDonald's restaurants are kosher and respects the Jewish shabbat, there is also a kosher McDonald's in Argentina. In Egypt and Saudi Arabia, all menu items are halal.
Additionally, multinational fast-food chains are not the only or even the primary source of fast food in most of the world. Many regional and local chains have developed around the world to compete with international chains and provide menu items that appeal to the unique regional tastes and habits. Most fast food in the developing world, however, is provided by small individual mom and pop eateries.
In Canada the majority of fast food chains are American owned, or were originally American owned but have since set up a Canadian management/headquarters location in cities such as Toronto and Vancouver. Although the case is usually American fast food chains expanding into Canada, Canadian chains such as Tim Hortons have expanded into 10 states in the United States, but are more prominent in border states such as New York and Michigan.
In the United Kingdom, many home based fast food operations were closed in the 1970s and 1980s after McDonald's became the number one outlet in the market. However, brands like Wimpy still remain, although the majority of branches became Burger King in 1989. In France and Belgium, Quick is a popular alternative to McDonald's and Burger King.
Traditional ramen and sushi restaurants still dominate fast food culture in Japan, although American outlets like Pizza Hut, McDonald's and Kentucky Fried Chicken are also popular, along with Western-style Japanese chains like Mos Burger.
In Africa, Mr. Bigg's and Tantalizers are the predominant fast food chains in Nigeria, while Nando's and Steers are predominant in South Africa.
Fast-food chains have come under fire from consumer groups (such as the Center for Science in the Public Interest, a longtime fast-food critic) over the past decade. Some of the concerns have led to the rise of the Slow Food movement. This movement seeks to preserve local cuisines and ingredients, and directly opposes laws and habits that favor fast-food choices. Among other things, it strives to educate consumers' palates to prefer what it considers richer, more varied, and more nourishing tastes of fresh local ingredients harvested in season.
Some of the large fast-food chains are beginning to incorporate healthier alternatives in their menu, e.g., white meat, snack wraps, salads and fresh fruit. However, some people see these moves as a tokenistic and commercial measure, rather than an appropriate reaction to ethical concerns about the world ecology and people's health. McDonald's announced that in March of 2006, the chain would include nutritional information on the packaging of all of its products. [8].
Fast-food outlets have become popular with consumers for several reasons. One is that through economies of scale in purchasing and producing food, these companies can deliver food to consumers at a very low cost. In addition, although some people dislike fast food for its predictability, it can be reassuring to a hungry person in a hurry or far from home.[9]
In the post-war period in the United States, fast food chains like McDonald's rapidly gained a reputation for their cleanliness, fast service and a child-friendly atmosphere where families on the road could grab a quick meal, or seek a break from the routine of home cooking. Prior to the rise of the fast food chain restaurant, people generally had a choice between greasy-spoon diners where the quality of the food was often questionable and service lacking, or high-end restaurants that were expensive and impractical for families with children. The modern, stream-lined convenience of the fast food restaurant provided a new alternative and appealed to Americans' instinct for ideas and products associated with progress, technology and innovation. Fast food restaurants rapidly became the eatery "everyone could agree on", with many featuring child-size menu combos, play areas and whimsical branding campaigns, like the iconic Ronald McDonald, designed to appeal to younger customers. Parents could have a few minutes of peace while children played or amused themselves with the toys included in their Happy Meal. There is a long history of fast food advertising campaigns, many of which are directed at children.
In other parts of the world, American and American-style fast food outlets have been popular for their quality, customer service and novelty, even though they are often the targets of popular anger towards American foreign policy or globalization more generally. Many consumers nonetheless see them as symbols of the wealth, progress and well-ordered openness of Western society and therefore become trendy attractions in many cities around the world, particularly among younger people with more varied tastes.
★ 1948: In-N-Out begins drive-through service utilizing call-box technology
★ 1980: 7-Eleven introduces the 32-ounce Big Gulp
★ 1981: Arby's offers nutritional information
★ 1994: McDonald's begins "supersizing" Extra Value Meals
★ 1994: Arctic Circle becomes the first fast-food restaurant to sell Angus beef exclusively.
★ 1994: Arby's is first fast-food restaurant to implement a no-smoking policy
★ 2002: McDonald's cuts back on the amount of trans fat by 48 percent on french fries
★ 2006: Arby's begins elimination of trans fat oils in french fries
★ 2007: Starbucks announces a phase-out of trans fats on all menu items [10]
Because of its convenience, fast food is popular and commercially successful in most modern societies, but it is often criticized for having the following shortcomings, among others:
★ Many popular fast-food menu items are unhealthy, and excessive consumption (where excessive is generally defined as two or more times per week) can lead to obesity.
★ Exploitative advertising and marketing are used, especially directed at children (which can have an adverse effect on their eating habits and health).
★ It causes environmental damage through excessive packaging and clearing forests for animal rearing.
★ It reduces the diversity of local cuisines.
★ It survives on a low-wage, low-benefit employment model, promoting exploitative labor practices throughout the food and food service industry
★ Certain franchising programs (royalties).
★ Often lower quality versus sit-down restaurants.
The fast-food industry is a popular target for critics, from would-be populists like José Bové (whose destruction of a McDonald's in France made him a folk hero to some) to vegetarian activist groups such as PETA.
In his best-selling 2001 book ''Fast Food Nation'', investigative journalist Eric Schlosser leveled a broad, socio-economic critique against the fast food industry, documenting how fast food rose from small, family-run businesses (like the hello McDonald brothers' burger joint) into large, multinational corporate juggernauts whose economies of scale radically transformed agriculture, meat processing and labor markets in the late twentieth century. While the innovations of the fast food industry gave Americans more and cheaper dining options, it has come at the price of destroying the environment, economy and small-town communities of rural America while shielding consumers from the real costs of their convenient meal, both in terms of health and the broader impact of large-scale food production and processing on workers, animals and land.
Schlosser's critics[11] respond that fast food companies merely provide something consumers want and that the economies of scale developed by the industry have had a net positive effect on the American and global economy. Defenders of fast food companies point out that they provide entry-level jobs to people with few skills who might otherwise be unemployed and that individual consumers should be responsible for their eating choices, not business. They say that Schlosser and other critics blame fast food companies for social problems that are not of their making.
In the high profile McLibel case, McDonald's took two anti-McDonald's campaigners, Helen Steel and David Morris, to court for a trial lasting two and a half years—the longest in English legal history and part of a 20-year battle—after the pair distributed leaflets critical of the company and its food in London's streets. McDonald's won the case in the UK High Court, and were awarded £60,000 damages, which later was reduced to £40,000 by the Court of Appeal. However, the court ruled in favour of a number of the defendants' claims, including that McDonald's low rates of pay depress rates across the fast-food industry. Steel and Morris then made a separate but related claim against the UK Government in the European Court of Human Rights, claiming that the lack of access to legal aid and the heavy burden of proof that lay with them to prove their claims (rather than McDonald's, the claimants, having to prove that the claims were false) under UK libel law breached the right to a fair trial and freedom of expression. The ECHR ruled against the UK Government, which subsequently introduced legislation to change the libel laws to remedy the defects highlighted by the ECHR judgment. The libel charge and fine were overturned in an appeals case.
In 2003, McDonald's was sued in a New York court by a family who claimed that the restaurant chain was responsible for their teenage daughter's obesity and attendant health problems. By manipulating food's taste, sugar and fat content and directing their advertising to children, the suit argued that the company purposely misleads the public about the nutritional value of its product. A judge dismissed the case, but the fast food industry disliked the publicity of its practices, particularly the way it targets children in its advertising.[12] Although further lawsuits have not materialized, the issue is kept alive by in the media and political circles by those promoting the need for tort reform[13].
In response to this, the "Cheeseburger Bill" [14] was passed by the U.S. House of Representatives in 2004; it later stalled in the U.S. Senate. The law was reintroduced in 2005, only to meet the same fate. This law was claimed to "[ban] frivolous lawsuits against producers and sellers of food and non-alcoholic drinks arising from obesity claims."
The bill arose because of an increase in lawsuits against fast-food chains by people who claimed that eating their products ''made'' them obese, disassociating themselves from any of the blame.
★ Fast food advertising
★ List of fast-food restaurants
★ Dieting
★ Slow Food
★ Food groups
1. Fast Food, Fast Track: Immigrants, Big Business, and the American Dream, , Jennifer, Talwar, Westview Press, 2003, ISBN 0813341558
2. Fast Food: Roadside Restaurants in the Automobile Age, , John, Jakle, Johns Hopkins University Press, 1999, ISBN 080186920X
3. Texts Under Negotiation: The Bible and Postmodern Imagination, , Walter, Brueggemann, Fortress Press, 1993, ISBN 0800627369
4. Fast Food Nation: The Dark Side of the All-American Meal, , Eric, Schlosser, Houghton Mifflin Books, 2001, ISBN 0395977894
5. http://bbq.about.com/cs/hamburgers/a/aa070597.htm
6. http://www.bookrags.com/history/popculture/fast-food-bbbb-02/
7. http://www.cbsnews.com/stories/2005/05/31/world/main698614.shtml
8. http://biz.yahoo.com/rb/060116/leisure_mcdonalds.html?.v=1
9. http://exchanges.state.gov/forum/vols/vol40/no1/p25.htm
10. http://www.cnn.com/2007/HEALTH/diet.fitness/01/02/starbucks.transfats.ap/index.html
11. http://www.tcsdaily.com/article.aspx?id=031103E
12. http://news.bbc.co.uk/2/hi/americas/2502431.stm
13. http://www.legalunderground.com/2005/04/fast_food.html
14. http://news.bbc.co.uk/2/hi/americas/3500388.stm
★ Hogan, David. ''Selling 'em by the Sack: White Castle and the Creation of American Food''. New York: New York University Press, 1997.
★ Kroc, Ray. ''Grinding It Out: The Making of McDonald's''. Chicago: Contemporary Books, 1977.
★ Levinstein, Harvey. Paradox of Plenty: a Social History of Eating in Modern America. Berkeley: University of California P, 2003. 228-229.
★ Luxenberg, Stan. ''Roadside Empires: How the Chains Franchised America''. New York: Viking, 1985.
★ Healthy Restaurant Eating / Fast Food Nutrition: Guide to Making Healthy Choices
★ The British Library - finding information on the fast food industry (UK bias)
★ Slow Food Movement Official website of the Slow Food Movement, which, as an alternative to the spread of fast food restaurants, encourages sustainable agriculture, organic foods, and the preservation of local food cultures around the world.
★ Tech Central Station Tech Central Station is a pro-business, conservative-libertarian opinion page featuring essays and commentary supportive of corporations and critical of government regulations and labor unions. It often provides a forum for responding to critics of the fast food industry.
★ Why fast foods are bad, even in moderation - New Scientist
★ Food myths uncovered
★ JunkFoodNews.net (News from the fast food industry)
★ QSRMagazine.com (Trade Magazine covering the Quick-Serv/Fast Food industry)
★ Fast Food- The Advertising vs. The Reality - Amy Gifford at InventorSpot.com
A typical U.S. Fast Food Meal
'Fast food' is food that can be prepared and served very quickly. Stereotypical restaurant fast food is cooked in bulk and in advance and kept warm, or reheated to order. Fast food can also include TV dinners and other foods that can be cooked easily by the consumer, and food from restaurants that cook their food to order but specialize in doing so quickly.
Many fast-food restaurants, (also known as "Quick Service Restaurants" or 'QSR') are part of restaurant chains or franchise operations, and standardized foodstuffs are shipped to each restaurant from central locations.[1]
There are also simpler fast-food outlets, such as stands or kiosks, which may or may not provide shelter or chairs for customers.[2]
[3]
[4]
Because the capital requirements to start a fast-food restaurant are relatively small, particularly in areas with non-existent or poorly enforced health codes, small individually-owned fast-food restaurants have become common throughout the world.
Restaurants such as Culver's, Noodles, Ivar's, Skippers, and in-store grocery delis where the customer's can sit down and have their food orders brought to them, are considered fast food and Fast casual restaurants.
History
Although fast-food restaurants are often viewed as a representation of a day by day family outing, the concept of "ready-cooked food to go" is as old as cities themselves; unique variations are historical in various cultures. Ancient Roman cities had bread-and-olive stands, East Asian cultures feature noodle shops. Flat bread and falafel are ubiquitous in the Middle East. Popular Indian "fast" food delicacies include Vada pav, Papri Chaat, Bhelpuri, Panipuri and Dahi Vada. In the French-speaking nations of West Africa, meanwhile, roadside stands in and around the larger cities continue to sell- as they have done for generations- a range of ready-to-eat, chargrilled meat sticks known locally as "brochettes" (not to be confused with the bread snack of the same name found in Europe).
Typical interior of an Automat. This one was built in New York in 1930, at the height of their popularity.
Fast food in America
The modern history of fast-food in America began on July 7, 1912 with the opening of a fast food restaurant called the Automat in New York. The Automat was a cafeteria with its prepared foods behind small glass windows and coin-operated slots. Joseph Horn and Frank Hardart had already opened an Automat in Philadelphia, but their “Automat” at Broadway and 13th Street, in New York City, created a sensation. Numerous Automat restaurants were quickly built around the country to deal with the demand. Automats remained extremely popular throughout the 1920's and 1930's. The company also popularized the notion of “take-out” food, with their slogan “Less work for Mother”. The American company White Castle is generally credited with opening the second fast-food outlet in Wichita, Kansas in 1921, selling hamburgers for five cents apiece.[5] Among its innovations, the company allowed customers to see the food being prepared. White Castle later added five holes to each beef patty to increase its surface area and speed cooking times. White Castle was successful from its inception and spawned numerous competitors.
McDonald's
''Main Article: History of McDonald's''
McDonald's, the largest fast-food chain in the world and the brand most associated with the term "fast food," was founded as a barbecue drive-in in 1940 by Dick and Mac McDonald. After discovering that most of their profits came from hamburgers, the brothers closed their restaurant for three months and reopened it in 1948 as a walk-up stand offering a simple menu of hamburgers, french fries, shakes, coffee, and Coca-Cola, served in disposable paper wrapping. As a result, they were able to produce hamburgers and fries constantly, without waiting for customer orders, and could serve them immediately; hamburgers cost 15 cents, about half the price at a typical diner. Their streamlined production method, which they named the "Speedee Service System" was influenced by the production line innovations of Henry Ford. The McDonalds' stand was the milkshake machine company's biggest customer and a milkshake salesman named Ray Kroc travelled to California to discover the secret to their high-volume burger-and-shake operation. Kroc thought he could expand their concept, eventually buying the McDonalds' operation outright in 1961 with the goal of making cheap, ready-to-go hamburgers, french fries and milkshakes a nationwide business.
Kroc was the mastermind behind the rise of McDonald's as a national chain. The first part of his plan was to promote cleanliness in his restaurants. Kroc often took part at his own Des Plaines, Illinois, outlet by hosing down the garbage cans and scraping gum off the cement. Kroc also added great swaths of glass which enabled the customer to view the food preparation. This was very important to the American public which became quite germ conscious. A clean atmosphere was only part of Kroc's grander plan which separated McDonald's from the rest of the competition and attributes to their great success. Kroc envisioned making his restaurants appeal to families of suburbs. "Where White Tower (one of the original fast food restaurants) had tied hamburgers to public transportation and the workingman...McDonald's tied hamburgers to the car, children, and the family." (Levinstein, p.228-229)
Wendy's
Wendy's, which was opened in Columbus, Ohio in 1969 by Dave Thomas, a protégé of Kentucky Fried Chicken founder Col. Harlan Sanders.[6]
In-N-Out
In-N-Out begain with the first Drive-Thru in 1948 when the first stand was opened in Baldwin Park, CA. Nearly 60 years later In-N-Out is now located in California, Nevada, and Arizona, with the possibility of Utah in the future.
Service
Fast-food outlets are ''take-away'' or ''take-out'' providers, often with a "drive-thru" service which allows customers to order and pick up food from their cars; but most also have a seating area in which customers can eat the food on the premises.
Nearly from its inception, fast food has been designed to be eaten "on the go" and often does not require traditional cutlery and is eaten as a finger food. Common menu items at fast food outlets include fish and chips, sandwiches, pitas, hamburgers, fried chicken, french fries, chicken nuggets, tacos, pizza, and ice cream, although many fast-food restaurants offer "slower" foods like chili, mashed potatoes, and salads.
Traditional retail outlets
Many petrol/gas stations have convenience stores which sell pre-packed sandwiches, donuts, and hot food. Many gas stations in the United States also sell frozen foods and have microwaves on the premises in which to prepare them.
Supermarkets often include their own cafes with prepared food service counters. Many markets prepare baked or rotisserie chickens due to the low cost of fowl and ease of preparation. Some, like ASDA and Wal-Mart may even include a well-known fast food chain within their own store, such as McDonald's or Subway.
Street vendors and concessions
Traditional street food is available around the world, usually from small operators and independent vendors operating from a cart, table, or portable grill. Common examples include Vietnamese noodle vendors, Middle Eastern falafel stands and New York City hot dog carts. Commonly, street vendors provide a colorful and varying range of options designed to quickly captivate passers-by and attract as much attention as possible.
Depending on the locale, multiple street vendors may specialize in specific types of food characteristic of a given cultural or ethnic tradition. In some cultures, it is typical for street vendors to call out prices, sing or chant sales-pitches, play music, or engage in other forms of "street theatrics" in order to engage prospective customers. In some cases, this can garner more attention than the food itself; some vendors represent another form of tourist attraction.
Food preparation
The common preparation practice for small vendors consists of serving a few basic ingredients and toppings that can be cooked in batches and served quickly on the spot.
Modern commercial fast food, by contrast, is often highly processed and prepared in an industrial fashion, i.e., on a large scale with standard ingredients and standardised cooking and production methods. It is usually rapidly served in cartons or bags or in a plastic wrapping, in a fashion which minimizes cost. In most fast food operations, menu items are generally made from processed ingredients prepared at a central supply facility and then shipped to individual outlets where they are reheated, cooked (usually by microwave or deep-frying) or assembled in a short amount of time. This process ensures a consistent level of product quality, and is key to being able to deliver the order quickly to the customer and eliminate labor and equipment costs in the individual stores.
Pre-processed ingredients and nutritional value
Because of commercial emphasis on speed, uniformity and low cost, fast food products are often made with ingredients formulated to achieve a certain flavor or consistency and to preserve freshness. Hydrogenated vegetable oils are pumped into fast foods which contain high amounts of trans fat. This requires a high degree of food engineering, the use of additives and processing techniques substantially alter the food from its original form and reduce its nutritional value.
Other popular fast food forms
Although fast food often brings to mind traditional American fast food such as hamburgers and fries, and this is indeed the most popular form in most Western countries, there are many other forms of fast food that enjoy widespread popularity in the West.
Chinese takeaways are particularly popular. They normally offer a wide variety of Asian food (not always Chinese), which has normally been fried. Food is often available as a smorgasbord, sometimes self-service. The customer chooses the size of the container they wish to buy, and then is free to fill it with their choice of food. It is common to combine several options in one container. Most options are some form of noodles, rice, or meat.
Sushi has seen rapidly rising popularity in recent times. A form of fast food created in Japan (where obento is the Japanese equivalent of fast food), sushi is normally cold sticky rice served with raw fish. The most popular kind in the West is rolls of rice in nori (dried seaweed), with filling. The filling often includes fish, chicken or cucumber.
The Subway chain has had a major impact on the fast food industry, by showing that food can be mass produced in the American manner without compromising taste or nutritional value. Consequently Subway has marketed itself as a healthy alternative to other fast food chains, and has been largely successful in this. Many other chains (especially McDonalds) have altered their menus to include healthier options in order to prevent loss of customers.
Kebab houses are a form of fast food restaurant from the Middle East, especially Turkey and Lebanon. Meat (or falafel) is shaven from a rotisserie, and is served on a warmed tortilla with salad and a choice of sauce and dressing. These doner kebabs are distinct from shishkebabs served on sticks.
Fish and chip shops are a form of fast food originally from Britain, but appropriated by Australia and New Zealand. In England fish and chips is normally either restaurant oriented or pub food, but in Australasia it is a fast food, where the food is normally taken home to be eaten. Fish is battered and then deep fried.
Business
Neighboring fast food restaurant advertisement signs in Bowling Green, Kentucky
Consumer spending
In the United States alone, consumers spent about US$110 billion on fast food in 2000 (which increased from US$6 billion in 1970)4. The National Restaurant Association forecasts that fast-food restaurants in the U.S. will reach US$142 billion in sales in 2006, a 5% increase over 2005. In comparison, the full-service restaurant segment of the food industry is expected to generate $173 billion in sales. Fast food has been losing market share to so-called fast casual restaurants, which offer more robust and expensive cuisines.
McDonald's and other major brands
McDonald's, a noted fast-food supplier, opened its first franchised restaurant in the US in 1955 (1974 in the UK). It has become a phenomenally successful enterprise in terms of financial growth, brand-name recognition, and worldwide expansion. Ray Kroc, who bought the franchising license from the McDonald brothers, pioneered many concepts which emphasized standardization. He introduced uniform products, identical in all respects at each outlet, to increase sales. At the same time, Kroc also insisted on cutting food costs as much as possible, eventually using the McDonald's Corporation's size to force suppliers to conform to this ethos.''
Other prominent international fast food companies include Burger King, the number two hamburger chain in the world, known for promoting its customized menu offerings (''Have it Your Way''); Wendy's, the number three burger chain and creator of the Drive thru concept; Dunkin' Donuts, a New England based chain that emphasized and refined the commissary model of food preparation; Starbucks, Seattle-born coffee-based fast food beverage corporation; KFC, a part of the largest restaurant chain in the world, Yum! Brands; and Dominos Pizza, a pizza chain known for popularizing home delivery of fast food.
Regional chains
Many fast food operations have more local and regional roots, such as White Castle in the Midwest United States, along with Hardee's (owned by CKE Restaurants, which also owns Carl's Jr., whose locations are primarily on the United States West Coast), Krystal, Bojangles', and Zaxby's restaurants in the American Southeast, Raising Cane's in Louisiana, the famous In-N-Out Burger (in California, Arizona, and Nevada) and Tommy's chains in Southern California, Dick's Drive-In in Seattle Washington, and Arctic Circle in Utah and other western states. Also, Whataburger is a popular burger chain in the South and Mexico. Canada pizza chains Toppers Pizza and Pizza Pizza are primarily located in Ontario. Coffee chain Country Style operates only in Ontario, and competes with the famous coffee and donut chain Tim Hortons and Dunkin Donuts.
International chains
The fast-food industry is popular in the United States, the source of most of its innovation, and many major international chains are based there. Seen as symbols of US dominance and perceived cultural imperialism, American fast-food franchises have often been the target of Anti-globalization protests and demonstrations against the US government. In 2005, for example, rioters in Karachi, Pakistan, who were initially angered because of the bombing of a Shiite mosque, destroyed a Kentucky Fried Chicken restaurant.[7]
Multinational corporations typically modify their menus to cater to local tastes and most overseas outlets are owned by native franchisees. McDonald's in India, for example, uses lamb rather than beef in its burgers because Hinduism traditionally forbids eating beef. In Israel the majority of McDonald's restaurants are kosher and respects the Jewish shabbat, there is also a kosher McDonald's in Argentina. In Egypt and Saudi Arabia, all menu items are halal.
Additionally, multinational fast-food chains are not the only or even the primary source of fast food in most of the world. Many regional and local chains have developed around the world to compete with international chains and provide menu items that appeal to the unique regional tastes and habits. Most fast food in the developing world, however, is provided by small individual mom and pop eateries.
In Canada the majority of fast food chains are American owned, or were originally American owned but have since set up a Canadian management/headquarters location in cities such as Toronto and Vancouver. Although the case is usually American fast food chains expanding into Canada, Canadian chains such as Tim Hortons have expanded into 10 states in the United States, but are more prominent in border states such as New York and Michigan.
In the United Kingdom, many home based fast food operations were closed in the 1970s and 1980s after McDonald's became the number one outlet in the market. However, brands like Wimpy still remain, although the majority of branches became Burger King in 1989. In France and Belgium, Quick is a popular alternative to McDonald's and Burger King.
Traditional ramen and sushi restaurants still dominate fast food culture in Japan, although American outlets like Pizza Hut, McDonald's and Kentucky Fried Chicken are also popular, along with Western-style Japanese chains like Mos Burger.
In Africa, Mr. Bigg's and Tantalizers are the predominant fast food chains in Nigeria, while Nando's and Steers are predominant in South Africa.
Trends
Fast-food chains have come under fire from consumer groups (such as the Center for Science in the Public Interest, a longtime fast-food critic) over the past decade. Some of the concerns have led to the rise of the Slow Food movement. This movement seeks to preserve local cuisines and ingredients, and directly opposes laws and habits that favor fast-food choices. Among other things, it strives to educate consumers' palates to prefer what it considers richer, more varied, and more nourishing tastes of fresh local ingredients harvested in season.
Health concerns
Some of the large fast-food chains are beginning to incorporate healthier alternatives in their menu, e.g., white meat, snack wraps, salads and fresh fruit. However, some people see these moves as a tokenistic and commercial measure, rather than an appropriate reaction to ethical concerns about the world ecology and people's health. McDonald's announced that in March of 2006, the chain would include nutritional information on the packaging of all of its products. [8].
Consumer appeal
Fast-food outlets have become popular with consumers for several reasons. One is that through economies of scale in purchasing and producing food, these companies can deliver food to consumers at a very low cost. In addition, although some people dislike fast food for its predictability, it can be reassuring to a hungry person in a hurry or far from home.[9]
In the post-war period in the United States, fast food chains like McDonald's rapidly gained a reputation for their cleanliness, fast service and a child-friendly atmosphere where families on the road could grab a quick meal, or seek a break from the routine of home cooking. Prior to the rise of the fast food chain restaurant, people generally had a choice between greasy-spoon diners where the quality of the food was often questionable and service lacking, or high-end restaurants that were expensive and impractical for families with children. The modern, stream-lined convenience of the fast food restaurant provided a new alternative and appealed to Americans' instinct for ideas and products associated with progress, technology and innovation. Fast food restaurants rapidly became the eatery "everyone could agree on", with many featuring child-size menu combos, play areas and whimsical branding campaigns, like the iconic Ronald McDonald, designed to appeal to younger customers. Parents could have a few minutes of peace while children played or amused themselves with the toys included in their Happy Meal. There is a long history of fast food advertising campaigns, many of which are directed at children.
In other parts of the world, American and American-style fast food outlets have been popular for their quality, customer service and novelty, even though they are often the targets of popular anger towards American foreign policy or globalization more generally. Many consumers nonetheless see them as symbols of the wealth, progress and well-ordered openness of Western society and therefore become trendy attractions in many cities around the world, particularly among younger people with more varied tastes.
Innovations timeline
★ 1948: In-N-Out begins drive-through service utilizing call-box technology
★ 1980: 7-Eleven introduces the 32-ounce Big Gulp
★ 1981: Arby's offers nutritional information
★ 1994: McDonald's begins "supersizing" Extra Value Meals
★ 1994: Arctic Circle becomes the first fast-food restaurant to sell Angus beef exclusively.
★ 1994: Arby's is first fast-food restaurant to implement a no-smoking policy
★ 2002: McDonald's cuts back on the amount of trans fat by 48 percent on french fries
★ 2006: Arby's begins elimination of trans fat oils in french fries
★ 2007: Starbucks announces a phase-out of trans fats on all menu items [10]
Criticisms
Hot Dog
Because of its convenience, fast food is popular and commercially successful in most modern societies, but it is often criticized for having the following shortcomings, among others:
★ Many popular fast-food menu items are unhealthy, and excessive consumption (where excessive is generally defined as two or more times per week) can lead to obesity.
★ Exploitative advertising and marketing are used, especially directed at children (which can have an adverse effect on their eating habits and health).
★ It causes environmental damage through excessive packaging and clearing forests for animal rearing.
★ It reduces the diversity of local cuisines.
★ It survives on a low-wage, low-benefit employment model, promoting exploitative labor practices throughout the food and food service industry
★ Certain franchising programs (royalties).
★ Often lower quality versus sit-down restaurants.
The fast-food industry is a popular target for critics, from would-be populists like José Bové (whose destruction of a McDonald's in France made him a folk hero to some) to vegetarian activist groups such as PETA.
In his best-selling 2001 book ''Fast Food Nation'', investigative journalist Eric Schlosser leveled a broad, socio-economic critique against the fast food industry, documenting how fast food rose from small, family-run businesses (like the hello McDonald brothers' burger joint) into large, multinational corporate juggernauts whose economies of scale radically transformed agriculture, meat processing and labor markets in the late twentieth century. While the innovations of the fast food industry gave Americans more and cheaper dining options, it has come at the price of destroying the environment, economy and small-town communities of rural America while shielding consumers from the real costs of their convenient meal, both in terms of health and the broader impact of large-scale food production and processing on workers, animals and land.
Schlosser's critics[11] respond that fast food companies merely provide something consumers want and that the economies of scale developed by the industry have had a net positive effect on the American and global economy. Defenders of fast food companies point out that they provide entry-level jobs to people with few skills who might otherwise be unemployed and that individual consumers should be responsible for their eating choices, not business. They say that Schlosser and other critics blame fast food companies for social problems that are not of their making.
Legal issues
In the high profile McLibel case, McDonald's took two anti-McDonald's campaigners, Helen Steel and David Morris, to court for a trial lasting two and a half years—the longest in English legal history and part of a 20-year battle—after the pair distributed leaflets critical of the company and its food in London's streets. McDonald's won the case in the UK High Court, and were awarded £60,000 damages, which later was reduced to £40,000 by the Court of Appeal. However, the court ruled in favour of a number of the defendants' claims, including that McDonald's low rates of pay depress rates across the fast-food industry. Steel and Morris then made a separate but related claim against the UK Government in the European Court of Human Rights, claiming that the lack of access to legal aid and the heavy burden of proof that lay with them to prove their claims (rather than McDonald's, the claimants, having to prove that the claims were false) under UK libel law breached the right to a fair trial and freedom of expression. The ECHR ruled against the UK Government, which subsequently introduced legislation to change the libel laws to remedy the defects highlighted by the ECHR judgment. The libel charge and fine were overturned in an appeals case.
In 2003, McDonald's was sued in a New York court by a family who claimed that the restaurant chain was responsible for their teenage daughter's obesity and attendant health problems. By manipulating food's taste, sugar and fat content and directing their advertising to children, the suit argued that the company purposely misleads the public about the nutritional value of its product. A judge dismissed the case, but the fast food industry disliked the publicity of its practices, particularly the way it targets children in its advertising.[12] Although further lawsuits have not materialized, the issue is kept alive by in the media and political circles by those promoting the need for tort reform[13].
In response to this, the "Cheeseburger Bill" [14] was passed by the U.S. House of Representatives in 2004; it later stalled in the U.S. Senate. The law was reintroduced in 2005, only to meet the same fate. This law was claimed to "[ban] frivolous lawsuits against producers and sellers of food and non-alcoholic drinks arising from obesity claims."
The bill arose because of an increase in lawsuits against fast-food chains by people who claimed that eating their products ''made'' them obese, disassociating themselves from any of the blame.
See also
★ Fast food advertising
★ List of fast-food restaurants
★ Dieting
★ Slow Food
★ Food groups
Notes and references
1. Fast Food, Fast Track: Immigrants, Big Business, and the American Dream, , Jennifer, Talwar, Westview Press, 2003, ISBN 0813341558
2. Fast Food: Roadside Restaurants in the Automobile Age, , John, Jakle, Johns Hopkins University Press, 1999, ISBN 080186920X
3. Texts Under Negotiation: The Bible and Postmodern Imagination, , Walter, Brueggemann, Fortress Press, 1993, ISBN 0800627369
4. Fast Food Nation: The Dark Side of the All-American Meal, , Eric, Schlosser, Houghton Mifflin Books, 2001, ISBN 0395977894
5. http://bbq.about.com/cs/hamburgers/a/aa070597.htm
6. http://www.bookrags.com/history/popculture/fast-food-bbbb-02/
7. http://www.cbsnews.com/stories/2005/05/31/world/main698614.shtml
8. http://biz.yahoo.com/rb/060116/leisure_mcdonalds.html?.v=1
9. http://exchanges.state.gov/forum/vols/vol40/no1/p25.htm
10. http://www.cnn.com/2007/HEALTH/diet.fitness/01/02/starbucks.transfats.ap/index.html
11. http://www.tcsdaily.com/article.aspx?id=031103E
12. http://news.bbc.co.uk/2/hi/americas/2502431.stm
13. http://www.legalunderground.com/2005/04/fast_food.html
14. http://news.bbc.co.uk/2/hi/americas/3500388.stm
References
★ Hogan, David. ''Selling 'em by the Sack: White Castle and the Creation of American Food''. New York: New York University Press, 1997.
★ Kroc, Ray. ''Grinding It Out: The Making of McDonald's''. Chicago: Contemporary Books, 1977.
★ Levinstein, Harvey. Paradox of Plenty: a Social History of Eating in Modern America. Berkeley: University of California P, 2003. 228-229.
★ Luxenberg, Stan. ''Roadside Empires: How the Chains Franchised America''. New York: Viking, 1985.
External links
★ Healthy Restaurant Eating / Fast Food Nutrition: Guide to Making Healthy Choices
★ The British Library - finding information on the fast food industry (UK bias)
★ Slow Food Movement Official website of the Slow Food Movement, which, as an alternative to the spread of fast food restaurants, encourages sustainable agriculture, organic foods, and the preservation of local food cultures around the world.
★ Tech Central Station Tech Central Station is a pro-business, conservative-libertarian opinion page featuring essays and commentary supportive of corporations and critical of government regulations and labor unions. It often provides a forum for responding to critics of the fast food industry.
★ Why fast foods are bad, even in moderation - New Scientist
★ Food myths uncovered
★ JunkFoodNews.net (News from the fast food industry)
★ QSRMagazine.com (Trade Magazine covering the Quick-Serv/Fast Food industry)
★ Fast Food- The Advertising vs. The Reality - Amy Gifford at InventorSpot.com
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