thesis on the topic retailing fast food industry. Fast-Food Industry, Encyclopedia Article, 2007In 1950 expansion of street network and motor industry exhibited transformation
In 1950 expansion of street network and motor industry exhibited transformation in standard of living to balance it with food provision and first ham burger companies’ projected this change of life style. Subsequently, increased mobility and modern way of living gave importance to work and women work force sprouted into power. Thus there was no time left for women to prepare food at home. Money was spent in buying fast food meals instead, as women could not find sufficient time to cook at home, they preferred buying it.
As nature and scope of business changed so did fast food industry. It went through recognizable transformation in the last decades. Presentation and preparation of food was linked with technological improvements which enhanced the preservation of uncooked and precooked food. For example introduction of microwave helped prepare food quickly. Presentation and preparation of food transformed with the influence of technological and electrical appliances. Thus the use of cutlery and crockery was replaced by modernized concept of “eat with your fingers “. Another technological influence over the fast food customers was packaging. This trend of packaging allowed disposal of material which was made of plastic, cardboard, and polymers. This paved a channel for uniformity of expectations to ignite. Undoubtedly, Presentation of food and variables became fundamentals of traditional restauranteuring. Schlosser, 2001. Richardson, Aguiar, 2004 pg1&2
According to Rault -Wack and Bricas 2002 cultural and collective identities can be formulated through the medium of food and its impact on ones lives. Names can be associated with particular products and service to crave corporate identity through symbolism. Primarily brand association and identification targets evolution and consolidation of strong corporate identities. In the UK American hegemony in presentation and preparation of food formulates a model of cultural and collective identity. This ideal provides consumers with uniformity and repeated experience. Richardson, Aguiar, 2004 pg1&2
Credit of the standardized chain-owned fast-food concept goes to the American subsequent innovations which improved the efficiency of their functioning, leading to their efflorescence through franchising. Emergence of standardized chain can be traced to White Castle Company and the first store opened by Walter Anderson and Edgar Ingram in 1921. Fast-Food Industry, Encyclopedia Article, 2007
Food industry is associated with provision of food in restaurants, outlets or in packed form being available to the customer in the shop or at home in packed shape. It is linked with hotel and catering industry. Fast food retail implies the sale of the end product or completed project with four generic characteristics. Generic quality of fast food puts hamburgers, fish and chips, scooped ice cream, kebabs, fried and broiled chicken, chips or French fries, pizza, Chinese and Indian takeaway food, sandwiches, and drinks and food products into one category.
