PESTLE
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PESTLE analysis: Fast food industry
Political
The recent backlash against unhealthy eating could prove to be difficult for the fast food industry. There are calls to limit the marketing of fast food products to children and to limit the sale of fast foods in schools. Given that children are such an important driver of sales, this could curtail the efficacy of many fast food campaigns, particular those with tie-ins to children's films and television shows. Campaigns like Michelle Obama's "Let's Move" campaign underline the importance of healthy eating and eating minimally processed foods. Although President Obama and the First Lady have been photographed eating burgers and they say that they are not against all fast food, the overall emphasis on the administration has been on restricting access to 'junk food' (Michelle Obama loves fast food, 2010, Slashfood).
Economic
The economic uncertainty in America has proved to be salutary for fast food restaurants. Customers are dining at casual sit-down restaurants like Applebee's less often but they are not cooking more: rather, they are switching their consumption patterns to favor fast food restaurants for inexpensive convenience meals. McDonald's, Domino's, and KFC saw their profits soar during the height of the credit crisis and 2008 recession. "Penny-watching consumers are turning away from conventional restaurants and slobbing out on the sofa at home, not with a bowl of hearty, homemade soup, but with a whopping great bucket of fried chicken or a calorie-laden pizza" (Fast food nation: The sequel, 2009,The Guardian).
Customers have grown...
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