Image Courtesy – Delish

In this particular piece, we intend to look at consumerism, not only from a financial perspective but also from a health perspective.

According the multiple trackers, the top 15 fast food chains globally are from the United States.Recently, Subway has relinquished its position as the world’s most popular chain, having closed numerous stores. McDonald’s has now taken the lead with an impressive 40,000 establishments. Following closely are Subway and Starbucks, with 38,000 and 33,000 stores, respectively. In the fourth position, there’s a significant gap, with KFC trailing behind. Notably, Pizza Hut has surpassed Burger King for the first time, securing a place in the top 5.

The tasty numbers

The fast-food restaurant market in the United States alone reached a value of $296.55 billion in 2021, showing a substantial increase of over $90 billion compared to the previous year.

McDonald’s, with 40,100 stores globally, stands as the foremost fast-food chain worldwide. It confirmed its status as the most popular chain in 2021, boasting over 40,000 stores and recording sales exceeding $21.07 billion in 2020. Notably, among the top fifteen positions globally, all the brands are American. Following McDonald’s, Subway secures the second spot. This American multinational that specializes in sandwiches, piadinas, salads, and drinks, boasting 36,800 stores worldwide in 2021 and generating $16.1 billion in revenue in 2020.

Taking the third position is Starbucks, the renowned coffee and cake chain, with a total of 33,833 stores globally and revenue reaching $26.7 billion. Alongside McDonald’s, Subway, and Starbucks in the top ranks are KFC, Burger King, Domino’s, Pizza Hut, Dunkin’, Hunt Brothers Pizza, and Taco Bell, collectively accounting for 7,791 stores worldwide.

America’s national cuisine remains loosely defined. When discussing American food, we often refer to classics like hamburgers, hotdogs, and fries—deliberately crafted to appeal to a broad audience. There are no exotic spices, daring recipes, or unconventional ingredient combinations. Despite lacking exceptional characteristics, American cuisine has successfully overshadowed some of the most celebrated culinary traditions worldwide.

‘Glocalization’

“Glocalization” plays a pivotal role in the adaptation of Western fast-food chains to diverse global markets. Coined in Japan to describe the agricultural adjustments made to local conditions, the term has been embraced by businesses, challenging the simplicity of a strict globalization strategy. This approach elevates the international expansion process, showcasing the success of businesses, notably exemplified by the American fast-food industry.

Western companies, like Coca-Cola, emphasize being “multilocal” rather than multinational, reflecting their commitment to transnational integration. The goal is not merely to introduce American cuisine to foreign territories but to assimilate foreign culinary elements into American food. Products are meticulously tailored to suit local tastes, considering cultural factors such as religious beliefs, traditions, gender roles, and folklore. This adaptation aims to counter skepticism towards unfamiliar foods, practices, and cultures, presenting the companies as adaptable rather than imposing change. However, the reality of adaptation is reciprocal, as the presence of fast-food chains in non-Western cultures has shown.

Success stories, exemplified by McDonald’s, KFC, and Dunkin’ Donuts, extend to regions with no prior exposure to Western traditions. These achievements necessitate a profound understanding of local tastes and preferences, particularly when competing with established culinary giants like Turkish, French, and Chinese cuisines. Despite their culinary identity and diverse cooking techniques, these renowned cuisines have seen the incorporation of Western fast-food, resulting in a merger of traditional, distinctive flavors and generic, broadly appealing tastes that proves highly successful.

Turkey, with its rich history and multicultural influences, exemplifies this glocalization phenomenon. McDonald’s adoption of a game-changing strategy, sourcing ingredients locally, has led to significant profit increases and menu adjustments. Glocalized items like Mangal and Kofte Burger demonstrate the fusion of the American burger concept with local components, affirming Western chains as compatible with local cuisines. In contrast, France, known for its culinary pride and emphasis on quality food appreciation, views the popularity of American fast-food companies as a threat to its cultural identity. The French have adapted their own version of fast-food corners, preserving their traditional dining practices in response to the changing landscape introduced by Western economies in the 80s.

Ripple Impacts of Fast Food

A widely discussed angle when it comes to fast is the health impacts, which are far from beneficial.

The prevalence of fast food can be attributed primarily to its convenience. Instead of investing time in cooking at home or navigating a grocery store, individuals can opt for the efficiency of fast-food establishments, where a full meal can be obtained in mere minutes.

Fast food, encompassing items like burgers, pizza, fried chicken, and chips, contributes to weight gain and obesity. Overweight individuals face health risks, particularly concerning heart health and various diseases. The detrimental aspects of fast food are widely recognized, as numerous research studies have linked it to increased rates of adolescent obesity, heart disease, diabetes, and other chronic conditions.

Diets rich in sugar and fats can suppress the activity of a brain peptide known as MDNI (brain-derived neurotrophic factor), crucial for learning and memory formation. Additionally, the brain contains synapses responsible for learning and memory, and excessive calorie consumption can disrupt their healthy production and functioning.

Fast food is associated with a higher body mass index, less successful weight-loss maintenance, and weight gain. The quality of the diet is compromised by fast food, offering unhealthy choices and elevating the risk of obesity. This not only impacts self-esteem but also increases the likelihood of high blood pressure, heart disease, stroke, arthritis, diabetes, and certain types of cancer.

In terms of the economy, one of the primary effects of the rise of fast food is the establishment of market dominance and intensified competition. Armed with considerable financial resources, major fast food chains often carve out a formidable presence in local markets, leaving local businesses, especially small-scale producers and family-owned restaurants, struggling to contend with the marketing prowess and operational efficiency of these global behemoths. This can lead to market consolidation, with a handful of major players overshadowing the rich diversity and distinctiveness of local offerings.

Fast food’s penchant for standardized menus is another facet of its impact. While this consistency ensures a sense of familiarity for consumers across different locations, it concurrently stifles the diversity that local cuisines bring. Local food industries, renowned for their unique flavors and cultural significance, find themselves grappling with the challenge of maintaining their distinctiveness when pitted against the standardized and often homogenized offerings of fast food establishments.

The demand for mass-produced ingredients by fast food chains has ripple effects throughout local food supply chains, potentially causing disruption. Local farmers and suppliers may find it challenging to meet the quantity and pricing demands imposed by large-scale fast food operations. This, in turn, can lead to a reliance on imported goods and a diminishing emphasis on supporting local agriculture, jeopardizing the sustainability of regional food systems.

Culturally, the global spread of fast food exerts influence over local eating habits and preferences, impacting traditional food cultures. The convenience and ubiquity of fast food may contribute to a gradual erosion of local culinary traditions, particularly among younger generations. This cultural influence risks diminishing appreciation for local flavors, culinary heritage, and the communal aspects of traditional dining.

Health implications also accompany the proliferation of fast food. Local food industries may find it challenging to promote healthier, locally sourced alternatives when fast food options are more readily available and aggressively marketed. This dynamic can contribute to public health concerns, including rising rates of obesity and related lifestyle diseases.

The employment dynamics associated with fast food also warrant consideration. While these chains generate employment opportunities, the nature of these jobs—often low-wage with limited career advancement—may have implications for local economies. Local food businesses, deeply entrenched in the communities they serve, not only provide employment but also contribute significantly to the overall economic well-being of the region.

In conclusion, the impact of fast food on local food industries manifests as a complex interplay of economic, cultural, and social factors. Achieving a balance between the convenience of fast food and the preservation of local culinary traditions is imperative for fostering a diverse and sustainable global food landscape. Local communities, policymakers, and consumers all share a role in shaping the future coexistence of fast food and local culinary heritage.