Univerzita Hradec Králové
Pedagogická fakulta
BAKALÁŘSKÁ PRÁCE
2015
Marek Petráček
Univerzita Hradec Králové
Pedagogická fakulta
Katedra anglického jazyka a literatury
Fenomén fast foodu a jeho vliv na současnou americkou a světovou
společnost
Bakalářská práce
Autor:
Marek Petráček
Studijní program:
B7507 Specializace v pedagogice
Studijní obor:
Anglický jazyk se zaměřením na vzdělávání
Historie se zaměřením na vzdělávání
Vedoucí práce:
Hradec Králové
Mgr. Jan Suk
2015
UNIVERZITA HRADEC KRÁLOVÉ
Pedagogická fakulta
Akademický rok: 2014/2015
ZADÁNÍ BAKALÁŘSKÉ PRÁCE
(PROJEKTU, UMĚLECKÉHO DÍLA, UMĚLECKÉHO VÝKONU)
Jméno a příjmení:
Marek Petráček
Osobní číslo:
P111559
Studijní program:
UB7507 Specializace v pedagogice
Studijní obory:
Anglický jazyk se zaměřením na vzdělávání
Historie se zaměřením na vzdělávání
Název tématu:
Fenomén fast foodu a jeho vliv na současnou americkou a
světovou společnost
Zadávající katedra:
Katedra anglického jazyka a literatury
Zásady pro vypracování:
Bakalářská práce se zabývá fast foodem jakožto rychle expandujícím průmyslem.
Úvodní část mapuje rozvoj fast foodu a podmínky vedoucí k jeho úspěchu. Hlavní část
práce se zaměřuje na vliv fast foodu v reklamě a na zdravotní komplikace spojené
s tímto potravinářským odvětvím. Závěrečná část práce zkoumá výsledky průzkumu
provedenému na vzorku Americké a České populace k ověření a demonstraci některých
tvrzení uvedených v této práci.
Rozsah grafických prací:
Rozsah pracovní zprávy:
Seznam odborné literatury:
Vedoucí bakalářské práce:
Mgr. Jan Suk
Katedra anglického jazyka a literatury
Datum zadání bakalářské práce:
22. listopadu 2012
Termín odevzdání bakalářské práce: 11. května 2015
L.S.
doc. PhDr. Pavel Vacek, Ph.D.
děkan
dne
Mgr. Olga Vraštilová, M.A., Ph.D.
vedoucí katedry
Prohlášení
Prohlašuji, že jsem tuto bakalářskou práci vypracoval (pod vedením vedoucího
bakalářské práce) samostatně a uvedl jsem všechny použité prameny a literaturu.
V Hradci Králové dne
Poděkování
Děkuji Mgr. Janu Sukovi za jeho rady a připomínky, které vedly k vypracování této
práce. Také děkuji Lidiyi Reese, Keri Ann a Emily Lauren za pomoc s americkou částí
průzkumu.
Prohlášení
Prohlašuji, že bakalářská práce je uložena v souladu s rektorským výnosem č.1/2013
(Řád pro nakládání se školními a některými jinými autorskými díly na UHK).
Datum:
Podpis studenta:
Anotace
PETRÁČEK, Marek. Fenomén fast foodu a jeho vliv na současnou americkou a
světovou společnost. Hradec Králové: Pedagogická fakulta Univerzity Hradec Králové,
2015. 48 s. Bakalářská práce.
Bakalářská práce se zabývá fast foodem jakožto rychle expandujícím průmyslem.
Úvodní část mapuje rozvoj fast foodu a podmínky vedoucí k jeho úspěchu. Hlavní část
práce se zaměřuje na vliv fast foodu v reklamě a na zdravotní komplikace spojené
s tímto potravinářským odvětvím. Závěrečná část práce zkoumá výsledky průzkumu
provedenému na vzorku Americké a České populace k ověření a demonstraci některých
tvrzení uvedených v této práci.
Klíčová slova: fast food, McDonald‘s, reklama, obezita, USA, děti
Annotation
PETRÁČEK, Marek. The Fast Food Phenomenon and Its Influence on Contemporary
American Society and Global World. Hradec Králové: Pedagogická fakulta Univerzity
Hradec Králové, 2015. 48 s. Bakalářská práce.
The bachelor thesis deals with fast food as a fast expanding industry. The initial part
maps growth of fast food and conditions leading to its success. The main part of the
thesis focuses on influence of fast food in marketing and on health issues connected
with this food industry. The final part investigates results of the survey carried out on a
sample of American and Czech population to verify and demonstrate some claims stated
in this thesis.
Keywords: fast food, marketing, McDonald’s, obesity, USA, children
Content
Introduction....................................................................................................................... 9
1.
Rise of a new empire ............................................................................................... 10
2.
Focus on kids ........................................................................................................... 13
3.
Health ...................................................................................................................... 17
4.
Obesity..................................................................................................................... 21
5.
Conquering the world .............................................................................................. 24
6.
Public Perception..................................................................................................... 26
Conclusion ...................................................................................................................... 32
Bibliography ................................................................................................................... 33
Attachments……………………….……………………………………………………40
Introduction
The bachelor thesis deals with the phenomenon of fast food and its influence mainly on
US population. The thesis summarizes this phenomenon’s path of success in which it
became the dominant way to eat outside. Once it had outgrown the United States’
market it had to look for new customers. Advertising agents found them in US children.
The whole second chapter is dedicated to children marketing, its purpose and impact on
US children.
For a long time fast food chains refused that their food could cause any danger to
human health. The food was not considered healthy but no negative effects were
proved. The big change came with Morgan Spurlock’s movie “Supersize Me” which
finally proved to general public that eating fast food can be dangerous to people’s
health. Rising numbers in statistics of obesity evoked great debate over public health
and forced fast food companies to reduce their supersized portions a bit. The health
problems caused not only by large consumption of fast food are described in the third
chapter. The fourth chapter is reserved for obesity as it is the best known health problem
connected with fast food.
Child customers could not keep up with large corporations’ needs to sell as
many portions as possible and so they idea of fast food was imported to the rest of the
world. First targets became Western Europe and Japan who tend to be traditional
consumers of US culture. After the Cold War former communist countries were hungry
for Western culture and fast food chains delivered it right into their waistlines. Modern
era in fast food is all about conquering huge Asian markets like India and China. India
has its first as in the first country to ever open completely vegetarian McDonald’s.(
McDonald's opens vegetarian-only restaurant, 2012). The fifth chapter gives a bit of an
insight into how fast food countries spread around the world and how they try to deal
with negative publicity by pledging themselves into organizations against children
advertising.
The last chapter processes a survey consisting of two parts: the Czech and the
American. The survey shows differences between these two nations and how they are
influenced by fast food marketing.
9
1. Rise of a new empire
The story of a new era in food industry
The extraordinary growth of the fast food industry has been driven by fundamental
changes in American society. The average hourly wages peaked in 1973 and then they
steadily declined for the next twenty-five years. During this period, women entered
workforce in record numbers, motivated by a feminist perspective but more by need to
pay their bills. In 1975, one-third of American mothers were working outside the home,
today it is two-thirds of these mothers that are employed. Before this time, three
quarters of the money used to buy food in the United States was spent on home
prepared meals.(Schlosser, 2002, p.18). Today half of this money is spent at restaurants.
This is the period of rise of the McDonald's. In 1968 this company owned only
about one thousand restaurants. According to the McDonald's Corporation website,
today it is more than thirty-three thousand restaurants worldwide, serving meal to more
than 64 million people in 119 countries every day (Getting to Know Us). The company
became a symbol of America’s economy and it is responsible for over 90 percent of
country’s new jobs. It is the nation’s biggest purchaser of beef, pork and potatoes and
the second largest purchaser of chicken.
Hamburger and French fries became the essential meal in America in 1950s,
thanks to advertising campaigns of fast food chains. Average American now consumes
three burgers and four servings of french fries every week. But do we really see what
we eat? You would not find recipes for preparing fast food in cookbooks, more likely in
trade journals like “Food Technologist” and “Food Engineering.” Most of the food is
delivered to restaurants frozen, canned, dehydrated, or freeze-dried. A fast food kitchen
is only the final stage of the preparation of the product. For example, “much of the taste
and aroma of American fast food is now manufactured at a series of large chemical
plants off the New Jersey Turnpike” (Schlosser, 2002, p.19).
Consumption of fast food products more than once a week is obviously not a
healthy way of life. About one-third of the U.S. adults and 17% of all children and
adolescents are obese (Childhood Obesity Facts). Costs associated with obesity reached
150 billion dollars a year. The American government is struggling against obesity on all
fronts. They introduced 70 new measures to reduce obesity amongst the population,
including: donations on fresh healthy food, increasing the price of health insurance for
obese people.
10
This fight against unhealthy eating is fought all over the world and it all began in
1940 in San Bernardino, California, where Dick and Mac McDonald opened first BarB-Que restaurant. At that time drive-thru restaurants were something where people
stopped by when they needed a rest on a holiday trip. It was a seasonal type of thing.
The only drive-thru restaurants that were opened for the whole year were in California,
thanks to California’s warm climate. California has an average 270 days (Days of
Sunshine Per Year in California) of sunny weather a year which makes it perfect place
for holiday any season of the year. It is also the place where mass popularity of using
cars for everyday transportation has started. At the beginning of 1940’s California had
more car owners than the rest of the United States. It was the ideal place for a revolution
in America’s eating habits. California’s drive-thrus used to be places for young boys to
check out young carhop girls who did not get any wage at all, the only way for them to
get money was through tips. They wore short skirts and had to smile all the time and
drive-thru just generally was not the place for family lunch.
This is the moment where McDonald’s brothers had the revolutionary idea to
transform their drive-thru into a family restaurant. They fired all their carhops and hired
young unskilled teenagers to prepare food for them. They replaced traditional dishes
with paper plates so they would not have to worry about washing the dishes. People
now carried their food on trays instead of carhops serving them they were serving
themselves. This genius idea made it possible to serve McDonald’s burgers for 15 cents
each. That was the price that no one else could compete with. Therefore it became a
model for a quickly spreading industry. Business owners from far away were coming to
see the magic behind McDonald’s burgers. One of them Ray Kroc, who used to be a
salesman for milk shake company, got the brilliant idea to spread the brand and the idea
wide and far and so he quits his job as a salesman of Multimixers and paper cups and
offers McDonald’s brothers his service as a franchise manager. In 1955 he founded
McDonald’s Corporation (The Ray Kroc Story) and began fulfilling his vision of
restaurant chain all over the United States. The idea of “Quality, service, cleanliness and
value” which was Ray Kroc’s ideology began to spread. By the year 1958 they server
100 million burgers and a year after opened their 100th restaurant. In 1961 Ray Kroc
opens the one and only “Hamburger University” where graduates receive “Bachelor of
Hamburgerology” (Getting to Know US) degrees. Situated in Oak Brook, Illinois this
institution with more than 5,000 students per year is capable to teach their students in 28
languages and to deliver new trained managers to McDonald’s worldwide.
11
The idea was soon adapted by many others. Taco Bell, KFC, Carl Jr. and White
Castle were now McDonald’s biggest competitors. White Castle is actually the oldest
fast food chain that exists until today. The chain started in 1921 selling burgers for just
5 cents a patty.
This made it the first chain restaurant to sell a million and then eventually a billion
hamburgers (Our Story). Even though they will never admit it, the McDonald’s concept
influenced all of these restaurants. The secret behind it is in speed and effectiveness in
the food preparation process. Ray Kroc once said: “If I had a brick for every time I’ve
repeated the phrase Quality, Service, Cleanliness and Value, I think I’d probably be able
to bridge the Atlantic Ocean with them.” (The Ray Kroc Story) In following decades
fast food chains swallowed much of the America’s traditional restaurants and replaced
them with identical, branded and teenager employing chain restaurants. When fast food
restaurants became the dominant place for Americans to eat, their CEOs had to look for
more customers to increase their profit and to satisfy their shareholders. They had two
options. The first was to export the idea overseas and the second was to make new
customers out of the America’s youngest. Both of these possibilities were put in motion
and they are discussed in following chapters.
12
2. Focus on kids
Many companies today target their marketing on children. According to Youth Markets
Alert retail sales of licensed merchandise for character-based preschool properties
totaled $10.4 billion worldwide in 2012 and this is just the tip of the iceberg. But it is
not just toys and merchandising that is advertised to kids. Phone companies, oil
companies, automobile companies, clothes stores and the most important for this thesis
restaurant chains target children as their potential customers.
But it was not always like that. Boom of children advertising began in 1980’s
when after decades of ignoring kids as customers major ad companies founded their
“children’s divisions” and many other companies focused primarily on children. This
focus is not only on contemporary consumption but also heads to the future where
nostalgia and brand loyalty brings customer back to his child’s favorite brand. The most
famous example is the story of Joe Camel, mascot for Camel cigarettes 1987 to 1997.
This smoking camel showed to the public how dangerous children advertising
can be. Study presented in 1991 by The Journal of the American Medical Association
showed that nearly all of America’s six year olds could identify Joe Camel and that he
is associated with cigarettes, the same level of recognition achieved Disney’s Mickey
Mouse (FISHER, Paul M., 1991). Tobacco industry is not the only one with “children
friendly” mascots. The best example for this is McDonaldland, the home of Ronald
McDonald and his fellow companions, place of wonders such as “French Fry Bushes,”
“The Hamburger Patch,” “Filet-O-Fish Lake.” All this was inspired by Disney’s
Disneyland. No wonder, Ray Kroc (who by the way has his roots in the Czech
Republic, not far away from Pilsen) and Walt Disney were old friends from World War
I, where they both worked for the Red Cross.
McDonaldland idea became realized in 1971, the first fast food commercials
primarily focused on children. They usually involved Ronald or one of his companions
who were being tricked by some evil villain like “Grimace,” “Hamburglar” and “the
French Fry Gobblins” but eventually won over the evil and saved precious meal. The
idea was popular through the 80’s and 90’s but at the step to a new millennium it hit a
massive downfall in popularity and despite the effort to improve ratings with its own
animated series the whole idea except the main character of Ronald McDonald got
cancelled and replaced by a world known slogan: “I’m lovin’ it.” Another idea came in
October 1977, the birthdate of the Happy Meal. It was a paper lunch box with the
13
Golden Arches used as handles. This form stayed basically the same until a present day.
The package included a burger, small fries, packet of cookies and a surprise gift which
was a toy generally related to a new popular movie. From 1980’s to 2007 this was
mainly tied to a Disney movie but in 2007 Disney declined to renew the contract,
wishing to use their characters to promote healthier food.
This idea appealing as a healthier meal did not stay out of sight of McDonald’s
management and they came up with other variants of the Happy Meal. In July 2011,
McDonald’s introduced plan to make Happy Meals healthier by including apples and a
smaller portion of fries (McDonald’s: Apple Slices in Every Happy Meal, 2011). On
February 2013, McDonald’s announced that Fish McBites, fried Alaskan Pollock, will
be added as an entree (Choi, 2013).
This endless race to capture customer’s hearts and wallets is not just the matter
of one company. Burger King founded in 1970’s its own Burger King Kid’s Club with
its original logo for advertising and its own surprise toy. The difference is that as a
member of Kid’s Club you get a coupon for a free Kids Meal on your birthday. Burger
King’s campaign paralleled McDonaldland with “Marvelous Magical Burger King” a
character with a red beard who ruled the Burger King Kingdom and performed magic
tricks. He also had a couple of characters as companions such as “Sir Shake-A-Lot” or
“The Wizard of Fries.” In 1989 King was replaced by The Burger King Kids Club
Gang, which was a multi-ethnic group of animated characters, created to connect to the
kids. This campaign was focused on teen children. To appeal to younger audience
Burger King replaced their Gang with the “Hornbatz,” in 2005, which were focused on
preteen audience.
But promoting the brand with its own characters is not always enough. This is
why big fast food chain often merges with its advertising campaign with a promotion
for a big movie. And what is the biggest television series that could appeal to children?
It is the Simpsons. And this is where Burger King beats his competitor McDonald’s
since Burger King holds rights to the Simpsons since 1990. Burger King’s advertising
also merged with Lucasfilm to promote the Star Wars and Indiana Jones movies
(Petrecca, 2008). In 1994 Burged King signed a ten film contract with Disney that was
very successful. They promoted movies such as “Aladdin,” “The Lion King” or “Toy
Story.” McDonald’s is not holding back and is partnering with 20th Century Fox since
2009 (York, 2009). Even though the McDonald’s is the biggest chain of fast food
restaurants it is not the biggest player in the market anymore. Yum! Brands, Inc. or
14
Yum! for short is a corporation consisting of famous fast food chains such as KFC,
Pizza Hut, Taco Bell and WingStreet. They merged with Lucasfilm for the last two of
the “Star Wars” movies and sent Burger King a clear message of who is in the lead.
All this effort is made to lure smaller and smaller children to their restaurants.
The child is able to recognize a brand sooner than it is able to say its own name, so
marketing campaigns are often targeted at children as young as the age of three. All of
this has its specific goal and that is to make children whine, and to do that for a specific
product. Kids basically do the job of selling fast food products for the companies
selling it. This is why McDonald’s packs an extra gift toy to their Happy Meals. A study
from 2011 “The Nag Factor” (Borzekowski, Henry, 2011) explains how product
placement is important for companies. Shows that product is more likely to be bought if
child asks for it. Nagging gets worse and worse over the years as children are more
exposed to advertising. The sad thing is that the study was not written to help parents to
manage their kids but to help companies to make kids nag more and drive parents crazy.
Kid is the one who often decides about purchasing a new phone, a new car or a where to
get dinner. This can only work in a modern day society. Parents who have less and less
time to spend with their kids feel guilty and buying their kids a Happy Meal, which kids
are desperately nagging for, makes them feel better about their parenting. In fact the toy
packed to Happy Meal is sometimes the only reason of purchasing the product. People
make collections of these toys and sell them in online auctions all over the world.
One of the last barriers of advertising was broken in 1989 when Channel 1 news
entered the sacred ground of classroom. They started with just 4 high schools in 1989
and soon after moved nationwide with over 8 000 schools in 2001 and growing fast
(Spurlock, 2011). It is the one place that kid cannot escape from advertising and
companies know it. 30 Seconds shot during the airing cost 200,000 US dollars in 2001
and that is just for one shot. US government closes eyes about this problem since they
themselves air a commercial for US Marine Corps during the news. Every day millions
of kids sit in classrooms and watch a 12 minutes long news segment filled with
advertisement and product placement in exchange for free TV to every room and some
of that ad money. Soon after the breakthrough of TV marketing to classrooms other
forms of advertising followed. Many items in classes are sponsored by different
companies and they always put their logo on it. Billboards, blackboards, textbooks all
the way down to pens can be used as a place to put advertisement to.
15
As being said the companies are not just trying to sell their product right on, they
are purchasing an influence over customers later in life and to build that lifelong brand
loyalty. 40 billion dollars a year is being spent directly by children buying stuff with
their pocket money. But 700 billion is spent by their parents to buy their nagging kids
things they want. That amount of money is the same as GDP of 115 world’s poorest
countries combined (Barbaro, Earp, 2008).
However classrooms, hallways, lecture halls, gymnasiums, scoreboards, school
buildings and school busses are not the only places that try to influence the children
minds in favor of product advertisers. It is the school canteen where kids learn their
eating habits. Not only that there are soda machines in every hallway, this phenomenon
slowly finds its way to the Czech Republic, kids can buy whatever they want for their
meal. They can eat just fries and burgers all week long and nobody will stop them. The
time where every school cooked its lunches in its own kitchen is long gone. Outsourcing
of work has led to external chains to take over the kids diets. Now most of the food
comes to schools in cardboard boxes in pre-frozen form. School canteen just reheats the
product and serves it. Not to mention that a big percentage of these meals are produced
by McDonald’s, Subway and other fast food companies.
Kids nowadays are more exposed to influence of advertising than anywhere in
human history. In fact the only place that they do not face the effort of marketing is in
their sleep. They have hard time distinguishing between what is good and what is bad
for them and marketing companies are just not here for them to help them. Fast food
companies that this thesis targets are trying to make them loyal customers for life. We
are talking about life that does not have to be that long. This is connected with various
health problems that America is facing in the moment but more on that in the next
chapter.
16
3. Health
It is not just the food that can or might be dangerous for people’s health.
Working a fast food crew is becoming one of the most dangerous jobs in the United
States. While places like convenience stores, clothes shops, gap stations and others are
switching to no-cash transactions the fast food restaurants are still accepting money
mostly in cash. McDonald’s introduced no-cash transactions to their restaurants in 2012
but still it is the place with thousands of dollars in its’ register and robbers, who in many
cases are former workers in this type of restaurants, are very well aware of this fact. In
1998 there were more fast food crew members shot than policemen.(Schlosser, 2002,
p.174). Fast food restaurants are easy targets, operated by teenagers from early in the
morning to late after midnight.
Unqualified work crew is another potential risk for people’s health. Early fast
food businesses back in the twenties used qualified cooks as their crew. They did not
have any other choice. Pre-fabricated food did not exist or was too expensive for usage
in fast food business so qualified cooks who knew how to cook their meals from scratch
were needed. Big changes came during the World War II when new technologies for
preparing, preserving and distributing were introduced. Qualified cooks were no longer
needed; they were “overqualified” for their job. Kitchens in fast food restaurants were
transformed into “finishing stations” in process of manufacturing cheap food.
Contemporary fast food restaurants prefer policy of “zero training.” Fast food worker in
the United States does not need to speak any English in order to operate his/hers work
station. There is a set of buttons with pictures to press so no language skills are needed
and there are also schemes of different menu items on the walls so no cooking skill is
needed.
What this lack of qualification brings into fast food restaurants is that these
workers do not know or do not care about health risks in their workplace. Combined
with non qualified workers in meat packing industry and the fast paste of its processing
plants no wonder that an outbreak of foodborne illnesses (illnesses cause by food or
beverages that contain harmful bacteria, parasites, viruses or chemicals) is at America’s
doorstep. Each year one in six Americans gets sick, 128 000 are hospitalized and 3 000
people die of foodborne diseases (Estimates of Foodborne Illnesses in the United States,
2014). Great number of these outbreaks comes from fast food restaurants (Krucik,
17
2013). Unfortunately the large fast food chains rarely admit responsibility for food
poisoning and rather take court settlement to avoid negative publicity.
Food containing viruses or bacteria caused by unqualified manipulation with
meat, eggs or dairy products is a fault of human factor in production of fast food
products. Taking a closer look at ingredients itselves added into prefabricated food a
new danger for public health appears. Secret magic behind the look and the taste of
cheap fast food products is not in fresh ingredients and definitely not in underpaid
workers. For example, scrambled eggs as a part of McDonald’s breakfast menu is much
more than just eggs, salt and oil (Andrews, 2007). Their pasteurized whole eggs contain
sodium acid pyrophosphate, citric acid and monosodium phosphate just to preserve their
bright yellow color (McDonald's USA Ingredients Listing for Popular Menu Items).
These additives may not be harmful to human health but it is an example of how
something as simple as scrambled eggs can be transformed into chemical mixture of
colors and flavors. The movie Supersize Me had large impact on Americans’ perception
of fast food products. Big fast food chains have transformed their menus to look and
appeal healthier. The introduction of salads, fruit and fish seems as a welcomed change
of fast food chains’ policy. However, even something as pure and fresh as a salad may
contain surprising ingredients such as cilantro lime glaze and orange glaze (McDonald's
USA Ingredients Listing for Popular Menu Items). Both of these ingredients contain
propylene glycol alginate. This chemical is used in automotive anti freezers, airport
runway de-icers and pesticides (Goldsmith). Gathered from brown seaweed it is
considered to be save for human consumption in reasonable amounts (E405). This is a
McDonald’s salad.
Other companies like Wendy’s, KFC, Taco Bell have taken different approach to
their new healthy policies. Wendy’s BBQ Ranch Chicken Salad contains many
chemical additives such as sodium phosphates which can cause serious kidney damage
if consumed in larger amounts (Sodium Phosphate), titanium dioxide which is used to
manufacture paint “titanium white,” sunscreen or semiconductors or silicon dioxide
which believe it or not is a kind of sand used in the production of glass or
cement.(Wendy’s Nutrition). KFC’s fresh salads contain trans fats and Taco Bell’s new
slogan “Keep it balanced” says that pizza and taco are good for people’s health because
they contain ingredients from several food groups at once (Our Food Values).
Salads are relatively new items on the menu of fast food chain and they are
presented to be the healthy alternative to restaurants’ regular menu. However,
18
comparing McDonald’s Southwest Salad with Grilled Chicken with their most famous
burger Big Mac, the salad has only 50 calories less than the burger (McDonald's USA
Ingredients Listing for Popular Menu Items). As the final part of this tiny probe into
additives and nutrition of fast food products the best selling burger of all time Big Mac.
For its over forty years tradition Big Mac has built a trademark position amongst
McDonald’s products. It sells 2.5 million burgers a day, 900 million burgers a year
worldwide (Big Mac Museum). Big Mac is so popular and widespread across the whole
world that in 1986 The Economist magazine invented “The Big Mac index” (The Big
Mac Index) which is a”lighthearted guide to whether currencies are at their “correct”
level. It is based on the theory of purchasing-power parity, the notion that in the long
run exchange rates should move towards the rate that would equalize the prices of an
identical basket of goods and services (in this case, a burger) in any two countries. For
example, the average price of a Big Mac in America in January 2015 was $4.79; in the
Czech Republic it was only $2.92 at market exchange rates. So the "raw" Big Mac
index says that the Czech Crown was undervalued by 39% at that time” (The Big Mac
Index).
Starting with the bun of the burger it contains various additives with one that is
restricted in Europe for it may cause cancer and other diseases (McDonald's USA
Ingredients Listing for Popular Menu Items). Azodicarbonamide is a chemical used in
products like yoga mats or flip flops to make them softer and more elastic. This
chemical is restricted to use in food products within the European Union (Kvasničková,
2004). Other potentially dangerous chemicals used in the bun are mono and diglycerides
which are fats made from pork fat, soy bean or canola oil. These fats increase
cholesterol in blood if consumed in high values which is something that happens a lot in
fast food oversized portions.
Next, there are ingredients that are claimed to be 100% pure which are onions,
beef and shredded lettuce. Beef is 100% pure but as mentioned earlier it is a potential
carrier of foodborne illnesses. Sliced pickles are just much more than just pickles and
The Pasteurized Process American cheese is a cheese designed to last long with its
many preservatives but none of them any dangerous to human health. However, it is
colored with unknown substance simply labeled as “color added” (McDonald's USA
Ingredients Listing for Popular Menu Items) and no further specified. The last part of
the ingredients list is the Big Mac sauce which one of the biggest culinary secrets in the
world. Most of the substances are known and safe. The secret lies behind substances
19
like “caramel color, spices and spices extractives” (McDonald's USA Ingredients
Listing for Popular Menu Items) that can mean basically anything. Generally speaking
fast food meal is designed to be cost efficient, tasty and not to be harmful when
consumed in reasonable amounts. Fast food chains tend to sell larger portions for
favorable prices and therefore to increase portion from reasonable amount to large size
and supersize. McDonald’s in the United States has the biggest Big Mac in the world
with 550 kcal per burger while just across its south border in Mexico Big Mac has 486
kcal (Nuevos Valores Nutrimentales). Everything got bigger from 1960’s. For example
soda cups increased size from 12 ounces to 42 ounces, French fries portion increased
from 200 kcal to 600 kcal 40 years later together with American’s waistlines (Spurlock,
2004).
However there are some exceptions to the rule that eating fast food every day is
bad. Don Gorske of Fond du Lac, Wisconsin is an American world record holder. He
holds the world record for eating the most Big Mac hamburgers in his lifetime and with
over 26,000 eaten so far he still cannot get enough of his favorite meal. Don started
eating Big Macs 42 years ago and he claims that there have been only 8 days without
eating at least one Big Mac. Don is not suffering from obesity there is no evidence of
any serious health problems connected to his hobby (Taylor, 2011).
First thing that comes to everyone’s mind when talking about health problems
connected with fast food is obesity. It is such a wide term that the whole next chapter is
dedicated to this modern day problem.
20
4. Obesity
Healthy diet is an expensive diet. This is why being healthy and skinny is
becoming new privilege of upper classes. Detroit has recently become one of the fattest
cities in the United States. There may be a direct link between the rapid raise in obesity
rate and shutdown of city’s biggest employer, the General Motors factory. Detroit is
now the city in the biggest debts in America. Crime rate has increased to ridiculous
levels and gang activity is on the rise. The primacy in obesity rate among American
metropolitan areas holds McAllen-Edinburg-Mission which is an area situated in
Southern Texas, also known as the fattest state within the United States. Its’ obesity rate
is at 38.8 percent. Another interesting fact about this area is that it has the lowest per
capita income of the 276 MSA’s within the 50 states at $9,899. Its median household
income is also the lowest within the 50 states at $24,863. This fact can very well collide
with annual incomes in areas like San Francisco–Oakland–San Jose, California or
Washington–Baltimore, District of Columbia–Maryland–Virginia–West Virginia where
median household income it around $60,000. Obesity rate in Washington is 23 percent.
Taking a closer look at obesity rate in Washington area, the biggest number of obese
people comes from families with household income lesser than $35,000. 31 Percent of
these people are obese and only 21 percent of people with higher than average salaries
are obese (Obesity Data).
The obesity rate also decreases with higher education level. Not because of the
assumption that smart people think more about their diet and therefore are more
responsible with their food habits. Higher educated people simply earn more money and
can afford better food while poor families have to rely on cheep McDonald’s
cheeseburgers for 50 cents a bun. Only 20 percent of college graduates are obese while
people with High school or less have obesity rate at 33 percent (Obesity Data).
Obesity has grown rapidly over the past two decades growing from 13 percent in
1960 to 34 percent nationally. The United States government now spends more money
on healthcare than it spends on military. US will spend $863 billion dollars on military
expenses in 2014 while cost of healthcare for 2014 is estimated at $1,042 billion dollars
(FY12 Federal Budget Spending Estimates for Fiscal Years 2011 – 2016). Astronomic
$190 billion dollars is estimated to be spent on curing medical problems connected to
obesity. This is more than 20 percent of the whole healthcare budget and this number
has doubled over the past few years, according to a study published last year in the
21
Journal of Health Economics (Sauter, McIntire, Weighley, 2013). Taking a closer look
at the U.S. army and its recruitment programs there is a new method of gaining new
recruits that is unique in the whole world. The U.S. army allows enlistees who do not
pass weight requirements to shape up after joining the army. The program to overweight
enlistees started in 2007 as a reaction to the fact that one quarter of enlistees failed
weight requirements (Lubold, 2009). The lack of new recruits has led us the U.S. army
to accept high school dropouts within its ranks and to increase the effort of recruitment
bureaus in U.S. territories.
All of this is just the tip of the iceberg. Obesity is defined by having BMI index
higher than 30. However that does not include people who are overweight. Overweight
is defined by having BMI index higher than 25. Adding overweight people into the
statistics will make numbers increase dramatically. 154, 7 Million Americans are
overweight or obese. Men tend more to be overweight while women are more likely to
be obese. 79.9 Million men are overweight while 74.8 women have their BMI higher
than 25.
Among Americans age 20 and older 78.4 million are obese. This is
around 36.8 million men and 41.6 million women (Statistical Fact Sheet 2013). Most
endangered ethnic groups by obesity are non-Hispanic black women and Mexican
Americans, both men and women. Boom of obesity did not appear with the first fast
food restaurants. It is a matter of the past two decades. While life expenses are rising,
household incomes for lower and middle class families stayed almost the same as they
were two decades ago.
There are many health problems connected to obesity. Regular consumption of
fast food can lead to hypertension, coronary heart disease, stroke, gall bladder disease,
osteoarthritis, sleep apnea, respiratory problems, endometrial cancer, breast cancer,
prostate cancer, colon cancer, dyslipidemia, steatohepatitis, insulin resistance, asthma,
hyperuricemia, reproductive hormone abnormalities, polycystic ovarian syndrome,
impaired fertility and adult onset diabetes (Spurlock, 2004). Heart disease is in fact the
number one killer in the United States. It kills around 600,000 Americans a year. That is
five times more than deaths caused by smoking. This number is only slightly higher
than the number of victims of cancer. However there are no data to research how many
cancer deaths were caused by eating too much fast food. Diabetes, which is also
strongly connected to fast food consumers, killed 69,000 Americans in 2010 (Leading
Causes of Death). While people are opposing the gun violence, the number of deaths
caused by gunshots was 8,775 in 2010 (How People Are Murdered in the United
22
States). Another scarecrow for Americans, terrorism, has led to approximately 0 deaths
in 2010. Only four people were killed by explosives and none of the deaths was
connected to terrorism. People panic over unimportant things while the real danger lies
unnoticed. The news is filled with homicide, suicide and terrorism every day and the
real predator stays in shadows. All of these health problems are no longer concern of
just American government. They are quickly spreading to every corner of the civilized
world. Even countries that have never had any problems with obesity, like China or
Brazil, are now facing this problem thanks to the exporting of American culture all
around the globe as it will be shown in the next chapter.
23
5. Conquering the world
The world is changing. Everything is becoming more and more unified so it would fit
the needs and ambitions of modern multinational corporations. Unification has its’
origin in America. The Ford’s factories started this modern phenomenon more than a
hundred years ago and from car industry it spread though every aspect of human life. A
bizarre example of this is SCI alias Service Corporation International. Behind this title
is the America’s fastest-growing merchant of death (Barretti, 2013). It is the biggest
chain of funeral houses in the United States. The company operates over 1,800 identical
funeral homes and cemeteries all over the United States and Canada. Unification in fast
food industry began with Ray Kroc’s vision of “making fries with the same taste in
Alaska as well as in Minnesota” (Schlosser, 2002, p. 36).
The United States is the ideal place to start a chain brand. Most of the population
lives in cities, average salaries are one of the highest in the world and the most
importantly the people are willing to buy almost anything. The new phenomenon in
leisure time activities for Americans is spending time in “the Mall.” Unlike malls in the
Czech Republic, where malls are places where people occasionally buy new clothes, go
to the movies and have dinner in one of the mall’s restaurants afterwards, the malls in
America are places that lure people of all ages to come and spend their free time inside.
The problem here is that the Americans do not have much of a choice when they decide
on what to spend their free time on. Malls gather most of cultural activities inside so
people would come and while being entertained why not to buy a pair of new shoes or
eat a burger. This trend slowly but steadily expands over American border to the rest of
the world. In 1990 the first McDonald’s was opened on China’s mainland, 3 years after
the first Chinese KFC (Petterson, 2011). In 2012 there were 1705 McDonald’s
restaurants in China while KFC had spread massively across China with 4563
restaurants in 2014 (Restaurant Counts). China is a perfect large scale example for
expansion of the American culture. China with its rich and deeply rooted cultural
heritage on one side and long time of isolation during the communism era led Chinese
people to curiosity and hunger about western culture. When McDonald’s opened the
first Chinese restaurant in Shenzen Big Mac cost was 10 yuan while average salary in
key cities was 120-130 yuan at the time (Jie, 2008). This did not stop people from
coming to the restaurant either for their curiosity or because of the unusual and clean
interior and polite staff which is something that was not common back in the day. The
24
fast food chains grow rapidly in China together with people’s waistlines. There were
nearly 100 million people obese in 2011. Comparing this to 2005 where only 18 million
people were diagnosed as obese (Petterson, 2011). Yum! Brands opened 900 restaurants
in China in 2009 and plans to have more than 20 000 restaurants in China alone
(Petterson, 2011). China now faces the same problems with obesity as the United
States. In 2007 8% of Chinese children were obese an additional 15.5% children were
overweight which is something that can be very well comparable to the situation in the
United States (Macleod, 2007).
Increasing numbers in statistics of children obesity have led to various changes
in companies’ and countries’ behavior. Northern countries like Sweden and Norway
made advertising to children under age of twelve illegal (Inclusion of Children in TV
Commercials is not Posing a Good Picture). European Union as a whole came up with
“EU pledge” (EU Pledge) which is a voluntary initiative that gathers leading food and
beverage companies. Its goal is to “support parents in making the right diet and lifestyle
choices for their children” (EU Pledge ). Founded in 2008 the initiative has grown into
massive organization consisting of 21 corporations including McDonald’s, Burger King,
Coca-Cola and others (2014 Monitoring Report , 2015). Minimum requirements to enter
the initiative are: ban on advertising products to children under 12 years, except for
products which fulfill common nutrition criteria and no product marketing
communications to children in primary schools (2014 Monitoring Report , 2015). The
initiative currently controls 80% of food and beverage advertising money in EU (2014
Monitoring Report , 2015). EU pledge was initially inspired by Children’s Food and
Beverage Advertising Initiative (Children’s Food and Beverage Advertising Initiative ).
Founded in 2006 the initiative gathers America’s largest food and beverage companies.
Both initiatives are voluntary and therefore self-regulating. While companies like CocaCola have stopped children advertising entirely companies like McDonald’s tend to
bend the rules to their will. McDonald’s idea of fulfilling diet for children is Happy
Meal consisting of a hamburger, small portion of fries, apple slices and low-fat
chocolate milk (Children’s Food and Beverage Advertising Initiative Foods and
Beverages that Meet the CFBAI Category-Specific Uniform Nutrition Criteria that May
Be in Child-Directed Advertising, 2015). Most of the corporations participating in these
initiatives have joined in recent years and so the results are yet to come.
25
6. Public Perception
A survey was made to support statements claimed by this thesis and to research the
influence of fast food on multinational scale. 201 people participated in the survey from
which 34 were American and 167 were Czech. The American part of this survey is to
demonstrate the impact of fast food marketing on American people that have been under
the influence of fast food commercials for their entire life.
The international perspective of this survey is to show the global impact of
American fast food culture to countries which were under reign of the Soviet Union and
therefore isolated from western world for about four decades. After the fall of the Soviet
Union McDonald’s was the first transmitter of western culture and values to post
communist countries. The first McDonald’s in Eastern Europe was opened before the
end of the Cold War in 1988 in Belgrade, Yugoslavia (Lynch, 2012). This Balkan
country was always the black sheep of the communist bloc so there is no wonder that it
was chosen to be the first sparklet of what is yet to come. The opening if the restaurant
was a huge success in fact it was the most successful opening in the history of Belgrade
with over 6 000 people served on its first day. The opening of the first Russian
McDonald’s in 1990 on Pushkin’s Square, Moscow was celebrated as the defeat of
communism with a Happy Meal (McDonald’s in Russia – Defeated Communism with a
“Happy” Meal). This particular restaurant has quickly become the world’s busiest
McDonald’s with over 20 000 people served every day (Prakash, 2015).
The first McDonald’s opened in Czechoslovakia in 1992 in Prague. Like any
other McDonald’s opening in newly reformed Eastern Europe it was a huge success.
Almost 11 000 customers showed up at its first day and 2 more restaurants were opened
in Prague in the same year (Holeček, 2012). The company quickly expanded and today
there are 91 McDonald’s restaurants in the Czech Republic. Other fast food chains
quickly followed with 68 KFC restaurants and 13 Burger King outlets. Unlike the
United States where the vast majority of people live in cities because of its relatively
young historical background the Czech people live mostly in relatively smaller towns
and because of this lower concentration of population it does not pay off for big fast
food chains to invest their money within major cities. The fast food business is all about
cheap food which brings low revenues from every purchase but in large numbers. This
is the factor which makes countries like the United States or China much more
26
vulnerable to the fast food phenomenon than post communist countries like the Czech
Republic.
The survey among Czech population contains questions about their whereabouts,
their opinion on fast food, their knowledge of fast food and a short questionnaire
demonstrating the power of fast food marketing. It compares results submitted by
people living in major cities, smaller towns or villages and shows the difference
between their knowledge and opinions. The one question that almost everyone had the
same answer to was: “what is fast food?” most of the people replied that it is fast made
and unhealthy food. Some people added that is also cheap. Although these answers were
not incorrect they were too broad and did not indicate the true meaning of this term.
Only two people replied that it is food made from pre-fabricated ingredients, quickly
put together in the restaurant with focus on price and taste of the final product.
Differences between people who live in villages or smaller towns and people
who live in large urban areas appear in the second question: “how often do you visit fast
food restaurants?” 24.4% of the people who live in large urban areas visit fast food
restaurants every week while only 8.5% of the people who live in villages and smaller
towns visit this kind of restaurant every week. The difference may be caused by the lack
of fast food outlets in sparsely populated areas. People who visit fast food restaurants
agreed on the reason why do they visit these places and that is that they like the taste of
the food and the speed of the crew handling their food.
Surprisingly from all the people, who filled in the form properly, only eight have
not visited a McDonald’s in his/her life. This demonstrates the power of fast food and
especially McDonald’s marketing. 95.1% is very high percentage. However, people
who participated were people who have access to the internet which excludes older
people out of the survey. This could lower turnout percentage a bit but in a couple of
years this percentage could be applied to the whole population of the Czech Republic.
The other widely spread fast food chain KFC had a bit lower attendance with 23 people
who have not visited any of its restaurants in their life but overall 85.9% is also very
high percentage.
In many cases people also mentioned one purely Czech fast food chain that was
not in the survey. Bageterie Boulevard is relatively young fast food chain, founded in
2003 in Prague (About Us). Over its thirteen years history it has grown into twenty
outlets offering food in almost every large urban area in the country. The chain does not
provide any nutrition information or list of ingredients and additives. Without it people
27
have to believe that what the company is saying about their fresh food is true. However,
as shown on the example of McDonald’s scrambled eggs, something as simple as that
can be much more than just oil and eggs.
The next part of the survey contains several pictures of fast food mascots, the
second president of Czechoslovakia and Ray Kroc, the founder of McDonald’s
franchise. The reason behind this was to demonstrate the power of fast food
advertisement and the man behind all of this. The recognition rate of McDonald’s
mascot Ronald McDonald was surprisingly low. Only 7.3% of the respondents wrote
the full name of this mascot. On the other hand 79.8% of the respondents recognized
him as the mascot of McDonald’s food chain. The low recognition rate of Ronald
McDonald can be explained by recent changes in McDonald’s marketing. Ronald’s
character was very popular in America during the Cold War and early 1990’s but he
never made it to McDonald’s commercials in Eastern Europe.
KFC’s mascot Colonel Sanders, who is also the founder of the entire KFC fast
food chain, had recognition rate of 14%. This may be given due to his appearance in
KFC commercials and in its logo. It is almost twice as many percent as for McDonald’s
mascot but only 45.1% of the people recognized him as the face of KFC food chain.
The recognition rate of Edward Beneš, the second president of Czechoslovakia,
was 24.4%. He was recognized by more people than mascots of KFC and McDonald’s
combined. This is a good sign for Czech society even though 24.4% is very low number
comparing to the American part of the survey. The Czech may have not recognized fast
food mascots but they have not recognized their former president very well either. The
last face to recognize was Ray Kroc, businessman with Czech roots who founded
McDonald’s franchise. He was put into the Czech part of the survey to find out how
many people would cheat and search for answers online and also to show that the Czech
people have much more common with fast food industry than they think they do. He
was recognized by four people which is 2.4% of total number of respondents. The
Czech have tendency to bend the rules and find ways around the problem so it is vital to
have some idea of how many people cheated during this survey.
Most of the respondents do not have any children and so the last part of the
survey is mostly theoretical. First, the respondents were asked if they have any children;
if so, the following question was if they would take them to a fast food restaurant. If
they do not have any children, they were asked if they would take their future children
to this kind of restaurant. Even though majority of the people answered that fast food is
28
unhealthy, 33.5% of the childless ones would someday take their kids to a fast food
restaurant. Two of out four respondents who already have children would also take their
kids to a fast food restaurant. The major reason to visit a fast food restaurant was as a
reward followed by children’s wish. This proves results of The Nag Factor
(Borzekowski, Henry, 2011), a study which was mentioned in one of the previous
chapters. Modern parents do not have enough time to spend with their children and
rewarding their kids with Happy Meal does not cost much and makes them feel better
about their parenting. Surprising fact is that 13.9% of people who would not take their
children to a fast food restaurant eat there every week. This could suggest some kind of
addiction to fast food.
The American part of the survey was very similar to the Czech one. The main
difference is that it does not compare people living in country and people living in urban
areas. The United States were built relatively not so long ago from the ground up right
to the modern urban age. Therefore almost entire population of the United States lives
in large urban areas. Being asked the question “what do you think ‚fast food‛ means?”
many respondents answered in similar ways as the Czech ones. However, the
Americans were not so critical towards fast food. They were more specific about the
definition of fast food. Some respondents wrote that it is pre-fabricated food or that is it
food they do not have to leave their car for. Great number of them considers it
convenient way to eat but none of them recommended it.
American stereotype is that Americans eat fast food more often than other
nationalities in the world. However, the results of the survey are pretty even within the
question “how often do you visit fast food?” for the Czech and for the American part.
Majority of the respondents visits fast food restaurant once a month. For Czechs it is
43.9% of the respondents and for Americans it is 52.9% of the respondents. Surprising
difference is in percentage of people who never visit this kind of restaurant. 17.7% of
the American respondents do not visit fast food restaurant at all while only 13.4% of the
Czech respondents avoid visiting fast food outlets. On the other side only a fraction,
specifically 1.8%, of Czech respondents visits these outlets more than once a week.
11.8% percent of American respondents eat at a fast food place more than once a week.
Therefore the survey says that Americans avoid fast food more than Czechs but the
Americans who eat fast food eat it much more often and because of greater portions in
the United States they eat more of it within every meal.
29
McDonald’s is such a symbol for the American culture that it is no surprise that
100% of the American respondents wrote that they have visited at least one of their
restaurants. Its biggest competitor KFC has lured 88.2% of the American respondents
into their outlets. 88.2% have also visited Taco Bell, a fast food chain focused on
Mexican cousine. Taco Bell is massively popular within the United States but its
attempts to conquer European market have failed. The last five remaining outlets are
situated in Great Britain while the company was forced to withdraw from Poland and
Russia. This may change due to its parent’s company YUM! Brands Inc. new global
policy. Taco Bell plans to expand overseas with 1 300 new restaurants by 2022
(Jennings, 2014).
The same percentage of hungry visitors as Taco Bell was also achieved by
Wendy’s while Pizza Hut achieved 73.5%. This high percentage of people who visited
the most common fast food chains in the United States can be credited to America’s
long tradition of this type of dining along with the accessibility of individual fast food
outlets.
Advertisement plays much bigger role in the United States than it does in the
Czech Republic. Stunning 100% of the American respondents not only that they have
recognized picture of McDonald’s mascot but they also have written his name Ronald
McDonald. KFC’s mascot and founder colonel Sanders falls behind in this statistics
with “only” 79.4% of the respondents who recognized him as the face of KFC and
47.1% of the respondents who wrote his name. Comparing these numbers to the
numbers from the Czech part of the survey it is clear that Americans are more exposed
to advertisement. Taking a closer look at the answers for this question Americans also
have warmer relationship to these characters.
Franklin Delano Roosevelt, the thirty second president of the United States, who
has similar historical value for Americans as his Czech counterpart Edvard Beneš for
Czechs was chosen
for purposes of this research to compare his recognition rate with
the one of fast food mascots. He was recognized by 44.1% of the respondents. That is
lower percentage than the one of colonel Sanders’. However the number is fairly high
comparing it to the one of Edvard Beneš’s. The results speak for themselves. No matter
how much Americans consume fast food advertising they can still recognize one of their
most important presidents better than Czechs.
The last two questions in the American part of the survey were the same as in
the Czech one. Respondents were asked if they have any children; if so, the next
30
question was if they would take them to a fast food restaurant. If they do not have any
children, they were asked if they would take their future children to this kind of
restaurant. There were some minor differences in answers from the Czech ones.
Americans who already have children wrote that they visit fast food restaurants not only
because it is a child’s wish but also because it is the only option to get food while
travelling. 35.5% of childless Americans wrote that they would visit fast food restaurant
with their child once they have one. This number is much higher for Americans than for
Czechs, only 19% of Czech respondents would do so. 45.5% of the people who would
take their future kids to fast food restaurant eat there at least once a week. Only 5% of
Americans who wouldn’t take their future kids to fast food restaurant eat there at least
once a week. These numbers may indicate lesser concerns of American future parents
who already consume quite a lot of junk food towards their future children’s healthy
diet.
The Czechs and the Americans who participated in this survey gave this thesis
new perspective to this modern day problem. Fast food may have sounded like
American problem but these statistics show that it is truly a global scale phenomenon.
31
Conclusion
The remarkable success of multibillion dollar food engineering industry can very well
be put into marketing textbooks next to tobacco and alcohol industries. Everyone knows
fast food is bad for people’s health and yet somehow majority of the population does
not mind or actively consumes its products. Clever marketing and lobbying of fast food
industry made their products seem harmless. No wonder, no advertisers in their right
mind would call their product “deadly” or “dangerous for human consumption” if their
product was not intended to be deadly or dangerous.
The thesis gives small insight into impact of the industry on human lives. There
can never be truly accurate statistics of how many people die each year just from eating
too much fast food. Statistics can only tell us how many people die on foodborne
illnesses or how many people working behind the counter get shot during armed
robberies each year. Obesity and illnesses connected to this phenomenon of the new
millennia are subjects of two chapters of this thesis. It is something that should
definitely deserve more attention in mainstream media but it is probably not as
attractive as terrorism, wars or celebrities while it kills more people than these three
popular news headlines combined.
The thesis shows connection between obesity and people’s income. Therefore
simple education of general public about risks of fast food consumption is not enough.
Solving this problem is an issue for many years to come.
The survey in the last part of this thesis describes how American and for its
counterpart Czech people are affected by fast food and its marketing. The survey shows
differences between the nation that gave fast food to the world and the nation that is
relatively new for the industry. Americans are heavily affected by fast food marketing
but they are relatively well informed about it. Czechs on the other hand are not exposed
to fast food marketing on every step and they are not aware of what fast food really is.
The phenomenon of fast food and health problems connected with it is problem
with huge impact on the whole civilized world. The United States is just the epicenter
where it struck the hardest.
32
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39
Appendices: samples of US and Czech parts of the survey
What do you think
"fast food" means?
Timestamp
3/15/2014 21:07: Cheap food that is
made fast
52
How often do you
visit this type of
restaurant?
Once a month
"Food" that is
readily available
where you can go
inside a facility (or
drive thru) to order
3/15/2014 21:26: food where it's
Never
prepared for you.
23
Food that is
quickly prepared,
3/15/2014 22:47: cheap, and
convenient.
16
More than once a
week
3/15/2014 23:11: low quality but fast
and convenient
Once a month
54
Food you can
purchase from a
drive through
3/16/2014 0:24:34 window.
Once or twice a
year
Fast food is a
place where you
can get a meal
prepared for you in
3/15/2014 23:47: a matter of
minutes.
Once a month
04
over processsed
food that is deep
fried and not
actually what it
claims to be (I'm
3/15/2014 23:56: looking at you,
Take Bell Beef).
Once a month
14
3/16/2014 7:20:07 quick
anything that
should take less
3/16/2014 19:59: than 5min to
recieve
21
Describe why do
you or do not visit
this type of
restaurant?
Are you familiar
with this person?
Who is it?
I do not eat this
food often because Yes. Ronald
it's unhealthy
McDonald
Made conscious
health decisions
about 3 years ago
to not eat the stuff.
Took a while
longer to give up
Ronald mcdonald
drinks th
It's cheapest for
the most food
Are you familiar
with this person?
Who is it?
President Franklin
D. Roosevelt
Dead white guy
Franklin Delanor
Ronald McDonald
Roosevelt or FDR
unhealthy
Ronald McDonald
no
Food makes me
sick. Only eat it if
nothing else is
available.
Ronald McDonald
FDR
I prefer to make
my own food for
health and
financial reasons.
Ronald McDonald
No.
Are you familiar
with this person?
Who is it?
Tick the fast food
chains that you are
familiar with
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
No.
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut,
Jack in box, In n
Dead white guy 2 out
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Okay I can't put my Subway, Dunkin'
finger on this one. Donuts, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
no
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
?
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut,
Arby's
No.
Usually I feel like
crap after I eat it. I
only go as a last
resort when it is
late at night.
Ronald McDonald. Hmm.. No clue.
I don't know who
he is either.
More than once a
week
time is important
and I trust big
company
mc
no
no
Never
started as a weight
loss thing and then
just never went
back to it.
Ronald McDonald
I do not know
I do not know
40 fattening
Never
cheap, unhealthy,
3/19/2014 1:40:59 processed food
Once a month
3/19/2014 1:58:50 Uggly
Once a month
not healthy
Ronald McDonald
Sometimes I just
feel like eating
fries or getting milk Yes, it's Ronald
shakes :)
McDonald
The organic food is
better
Mcdonalds
40
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's, KFC,
Burger King, Pizza
Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
No
No
No
Boulevard
baggeterie
no
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
No
LBJ
McDonald's, KFC,
Taco Bell,
Wendy's,
Starbucks,
Subway
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's,
Burger King, Pizza
Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
3/16/2014 22:08:
Tick the fast food
chains that you
have already
visited
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Subway, Pizza Hut
McDonald's, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts
KFC, Starbucks
If you already have
a child, would you
Do you think that take him/her such If you already have
restaurant? If not,
advertising
a child and you
would you take
focused on
take him/her to the
children as young your future child to
fast food
a fast food
as the age of 6
restaurant. What is
restaurant?
your reasoning?
and less is wrong?
Are you familiar
with this person?
Who is it?
Yes
I don't have a child
but if I had I
wouldn't visit fast
food restaurant
with it
I have no child
colonel sanders
Yes
I don't have a child
but if I had I
wouldn't visit fast
food restaurant
with it
KFC dude
No
I don't have a child
but if I had I
wouldn't visit fast
food restaurant
with it
Colonel sanders
I don't mind it
I don't have a child
but if I had I
wouldn't visit fast
food restaurant
with it
Lack of time
no
Yes, and my child
is not an "it," on
the following ?
I have a child and I 1-2x a year if
visit fast food
traveling and no
restaurant with it
alternative
Colonel Sanders
Yes
I don't have a child
but if I had I
wouldn't visit fast
food restaurant
with it
Col. Sander's.
No
I don't have a child
but if I had I
wouldn't visit fast
food restaurant
with it
No children.
I don't have a child
but if I had I would
visit fast food
no
restaurant with it
I feel like this will
happen no matter
what
I don't have a child
but if I had I
wouldn't visit fast
food restaurant
I do not have a
with it
child
KFC's mascott
No
I don't have a child
but if I had I would
visit fast food
restaurant with it
it's a treat
Colonel Sanders
Yes
Yes
I don't mind it
I don't have a child
but if I had I
wouldn't visit fast
food restaurant
with it
I don't have a child
but if I had I
wouldn't visit fast
food restaurant
with it
Yes. He was the
mascot and
possibly founder of
KFC or Wendys
founder of kfc
KFC guy
KFC
41
What do you think
Timestamp
"fast food" means?
A meal that be
made within 2
3/19/2014 2:01:09 minutes.
How often do you
visit this type of
restaurant?
Describe why do
you or do not visit
this type of
restaurant?
Are you familiar
with this person?
Who is it?
Are you familiar
with this person?
Who is it?
Are you familiar
with this person?
Who is it?
Once a month
Easy go-to meal
when I'm on a time
constraint
Ronald McDonald
No idea
No idea
food that can be
made quickly and
requires you to do
3/19/2014 4:11:58 your own dishes
Once a month
not healthy and not
many vegetarian
options
Ronald mcdonald
Franklin roosevelt
Lyndon johnson
A quick, easy,
unhealthy and
3/19/2014 2:50:41 delicious meal!
Once a month
Pizza is my
favorite food!
Ronald McDonald
Don't know.
Don't know.
3/19/2014 9:19:24 Get your food fast
4 times a week
I just love it! <3
clown ronald
McDonald
No idea
Never
I'm fat
Ronald McDonald
Franklin Roosevelt Not familiar
No food at home.
Easy to get.
Ronald McDonald.
Old McDonald's
eccentric son.
Churchill?
Cheap food
3/19/2014 20:27: prepared before I
order it
31
Anything you don't
3/23/2014 18:48: have to get out of More than once a
your car for.
week
01
no waitresses just
3/20/2014 6:16:51 order
Once a week
speed and cheap
prices
no waitresses just
3/20/2014 6:16:58 order
Once a week
speed and cheap
prices
Unhealthy and
greasy drive-thru
3/20/2014 6:18:23 type places
Only if convient
yes ronald
mcdonald
yes ronald
mcdonald
yes fdr
Dunno.
no
yes fdr
no
and running low on
Ronald McDonald
time
FDR
Don't know
pre-made food that
3/23/2014 18:59: can be served
within 5 min
Once a month
57
generally not
healthy
sure, it's Ronald
FDR
no
3/23/2014 19:04: Food you can get
from a drive thru
20
Quick and easy
Ronald McDonald
No
No
Maybe once every The food is very
three months.
unhealthy.
Ronald McDonald
No.
No.
Food you can get
3/24/2014 5:01:23 that's fast.
Once a month
Once a month
McDonald
42
Tick the fast food
chains that you are
familiar with
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut,
Hungry Howies
Pizza
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
Tick the fast food
chains that you
have already
visited
McDonald's, KFC,
Taco Bell,
Wendy's,
Starbucks,
Subway
McDonald's, KFC,
Burger King,
Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut,
Hungry Howies
Pizza
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's, KFC,
Taco Bell,
Wendy's,
Starbucks,
Subway, Dunkin'
Donuts
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's, KFC,
Taco Bell,
Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
If you already have
a child, would you
Do you think that take him/her such If you already have
restaurant? If not,
advertising
a child and you
would you take
focused on
take him/her to the
children as young your future child to
fast food
a fast food
as the age of 6
restaurant. What is
restaurant?
your reasoning?
and less is wrong?
Are you familiar
with this person?
Who is it?
I don't mind it
I don't have a child
but if I had I would "Special" meal only
allowed once in a
visit fast food
while.
restaurant with it
Col. Sanders
Yes
I don't have a child
but if I had I would
visit fast food
restaurant with it
Yes
I don't have a child
but if I had I would
visit fast food
I like the food there The KFC guy!
restaurant with it
I don't mind it
I don't have a child
but if I had I would
visit fast food
restaurant with it
Colonel "fuckin
awesome fried
chicken" Sanders!
No
I don't have a child
but if I had I
wouldn't visit fast
food restaurant
with it
Rare treat
Colonel Sanders
Yes
I don't have a child
but if I had I would
visit fast food
restaurant with it
KFC dude.
Yes
I don't have a child
but if I had I would
visit fast food
restaurant with it
colonel sanders
Yes
I don't have a child
but if I had I would
visit fast food
restaurant with it
colonel sanders
Yes
I don't have a child
but if I had I
wouldn't visit fast
food restaurant
with it
The KFC dude
Yes
I have a child and I
visit fast food
restaurant with it
Child's wish
Col. Sanders
Yes
I don't have a child
but if I had I
wouldn't visit fast
food restaurant
with it
No
No
I don't have a child
but if I had I
wouldn't visit fast
food restaurant
with it
No.
colonel sanders
43
What do you think
Timestamp
"fast food" means?
Fast Food is an
American-made
culture that
involves the
consumption of
unhealthy food
with preservatives
and additives,
even substitute
meat. The idea is
to be able to eat
fast while on the
road or when one
does not have the
time to make a
proper meal, but
society has
transformed it into
a past-time that
eventually
develops into
3/24/2014 20:44: obesity and
various diseases.
04
How often do you
visit this type of
restaurant?
Once a month
Food that is meant
for convenience
rather than
3/25/2014 1:45:24 nourishment.
Once a month
Gross food for
cheap when you're
3/30/2014 6:13:24 desperate
Never
Tick the fast food
chains that you
have already
visited
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
Describe why do
you or do not visit
Are you familiar
this type of
with this person?
restaurant?
Who is it?
I am a vegetarian,
I do not consume
meat and have not
for 7-8 years, and
because of this it
was very hard for
me to participate in
the consumption of
fast food.
However, that
does not mean I
am entirely absent
of it. Sometimes
after work or in
between classes, I
will buy fries or
small vegetarian
suitable sides. I do
know that these
products are
extremely
detrimental to my
health and that is
why I do not
regularly consume
fast food.
Ronald McDonald
When I do, it's for
something to eat
when I was too
lazy to prepare
something. Most of
the time I don't
because I'm
convinced it's not
real food.
Ronald McDonald
Worked in the fast
food industry and
saw first hand how Yes. Ronald
it's not real food.
McDonald
If you already have
a child, would you
Do you think that take him/her such If you already have
restaurant? If not,
advertising
a child and you
would you take
focused on
take him/her to the
children as young your future child to
fast food
a fast food
as the age of 6
restaurant. What is
restaurant?
your reasoning?
and less is wrong?
Are you familiar
with this person?
Who is it?
I don't have a child
but if I had I
wouldn't visit fast
food restaurant
I do not have a
with it
child
Colonel Sanders
McDonald's, KFC,
Taco Bell,
Wendy's,
Starbucks,
Subway, Pizza Hut Yes
I don't have a child
but if I had I
wouldn't visit fast
food restaurant
with it
No.
McDonald's,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway
I don't have a child
but if I had I
wouldn't visit fast
food restaurant
with it
Lack of time
The KFC dude
Yes
Yes
44
Are you familiar
with this person?
Who is it?
Franklin D.
Roosevelt
Are you familiar
with this person?
Who is it?
I do not know this
person.
Franklin Delano
Roosevelt (FDR)
I think a former
president
No.
No idea to be
honest
Tick the fast food
chains that you are
familiar with
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
Tick the fast food
chains that you
have already
visited
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
McDonald's, KFC,
Taco Bell,
Wendy's,
Starbucks,
Subway, Pizza Hut
McDonald's,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway
Co podle vás
znamená pojem
"fast food"?
Kde bydlíte?
Jsem
student/zaměstnane
jídlo hotové do 10
3/13/2014 16:30: a dojíždím do
velkého města
min
58
Jsem
student/zaměstnane
a dojíždím do
3/13/2014 5:40:14 velkého města
Timestamp
Jednou za měsíc
Popiště proč
restaurace tohoto
typu navštěvujete,
případně proč je
nenavštěvujete?
Jsou rychlé, člověk
ví, jaký typ jídla má
očekávat od
daného řetězce.
Jednou za měsíc
pár z jídel, která
nabízejí mi chutná
Jak často
navštěvujete
restaurace tohoto
typu?
Jsem
student/zaměstnane
3/13/2014 14:24: a dojíždím do
rychlé občerstvení Jednou za týden
velkého města
45
Jsem
student/zaměstnane
rychlé, nezdravé a
3/13/2014 17:17: a dojíždím do
tučné občerstvení Jednou za měsíc
velkého města
24
Jsem
student/zaměstnane
3/14/2014 11:27: a dojíždím do
Sračky
Jednou za měsíc
velkého města
29
3/13/2014 15:16:
48
3/13/2014 4:55:36
3/13/2014 5:16:05
3/13/2014 15:02:
19
Jsem
rychle připravené
student/zaměstnane jídlo, komletovane
a dojíždím do
z předpřipravených
velkého města
surovin
jídlo, pro které je
primární rychlá
příprava, nízká
Jsem
student/zaměstnane cena a chuť, ne
nutriční hodnota
a dojíždím do
ani kvalita potravin
velkého města
Jsem
student/zaměstnane
a dojíždím do
rychle se nažrat
velkého města
Jsem
student/zaměstnane
a dojíždím do
záchranu cestou z
velkého města
party
Je to rychlé a
rychlé, nemusím
se nikde dlouho
zdržovat.
Poznáváte osobu
na obrázku? O
koho se jedná?
Poznáváte osobu
na obrázku? O
koho se jedná ?
Poznáváte osobu
na obrázku? O
koho se jedná?
Beneš
Ronald McDonald
Úchylnej šašek z
mekáče; jde o
pedofilní
marketingový tah
mající děti donutit
stravovat se
umělým masem a
starými houskami
Rychlá
večeře/oběd
Ronald McDonald
Navštěvuji je
pozdě v noci/ nad
ránem při
alkoholovém tahu. Nějakej žlutej idiot
Dr. Edvard Beneš
nevím
Dr. Edvard Beneš,
druhý prezident
nepoznávám, páč
Československé
mi nenaběhl
republiky
obrázek
Dr.Edvard Beneš
nevím
E. Beneš
A. Novotný
Edvard benes
nevim
pracuji v KFC
takže alespoň 4
tak 3x do roka
Jednou za měsíc
Jednou za týden
Jsem
student/zaměstnane
méně než jednou
3/13/2014 15:39: a dojíždím do
velkého města
rychlé občerstvení za měsíc
33
Jsem
student/zaměstnane
3/13/2014 17:52: a dojíždím do
velkého města
rychlé občerstvení Jednou za měsíc
01
Jsem
student/zaměstnane
a dojíždím do
3/13/2014 5:06:55 velkého města
rychlý občerstvení Jednou za měsíc
Jsem
student/zaměstnane
3/13/2014 15:53: a dojíždím do
velkého města
rychlé občerstvení Jednou za měsíc
06
Jsem
student/zaměstnane
3/14/2014 10:21: a dojíždím do
rychlé občerstvení max. 4x ročně
velkého města
23
pracuji tam..
když tam chce jít
někdo, s kým
zrovna jsem a
nepřemluvím je,
aby se šlo jinam
abych se najedl?
zpravidla mají
otevřeno dlouho
do noci nebo
nonstop
jsou drahé a jídlo
není moc kvalitní
jde spíše o
nouzové řešení,
přičemž mám
jistotu, že v jistých
řetězcích tohoto
typu určitá kvalita
je
Ronald mcdonald
45
McDonald's, KFC,
Burger King,
Starbucks
McDonald's, KFC,
Burger King,
Starbucks,
Subway, Bageterie
Boulevard
McDonald's, KFC,
Burger King,
Maxim v kopečku
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Dunkin'
Donuts, Pizza Hut
Klaun z filmu "To"
Edvard Beneš
Netuším
Ronald McDonald
Edvard Beneš
ne
maskot McD
Edvard Beneš
Nepoznávám
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway, Pizza Hut
McDonald's, KFC,
Burger King, Taco
Bell, Starbucks,
Subway, Negr
McDonald's, KFC,
Burger King, Taco
Bell, Starbucks,
Subway, Pizza Hut
McDonald's, KFC,
Burger King,
Starbucks,
Subway, bageterie
Boulevard
Edvard Beneš
nevím
McDonald's, KFC,
Burger King,
Starbucks,
Subway, Pizza Hut
ne
ne
McDonald's, KFC,
Burger King,
Starbucks
ne
ne
McDonald's, KFC,
Burger King
ne
ne
McDonald's, KFC,
Burger King,
Starbucks
Klaun z
McDonaldu
ne, poznám jen
logo mekáče
rychlé, nezabere
tolik času, jsou na maskot MC
každém rohu
donaldu
častěji je
nanavštěvuji z
finančních důvodů,
zajdu do nich když
mám opravdu na
něco neskutečnou hlavní propagátor
chuť
McDonalds
téměř vše je
smaženénezdravé
Zaškrtněte fast
food řetězce, které
znáte?
McDonald's, KFC,
Burger King,
Starbucks,
Subway
McDonald's, KFC,
Burger King,
Starbucks,
Subway
maskot mc
donaldu
Edvard Beneš
Pokud již máte
děti, vzali byste je
do takovéto
Je podle vás
restaurace?
reklama zaměřená Případně pokud je Pokud již děti máte
na děti pod 6 let,
nemáte, vzali
Zaškrtněte fast
a fast food
případně pod 3
byste tam své
food řetězce, které
navštěvujete? Z
roky, v pořádku? budoucí potomky?
jste již navštívili
jakého důvodu?
McDonald's, KFC,
Starbucks
McDonald's, KFC,
Burger King,
Starbucks
Ještě poslední
poznávačka
obrázku. O koho
se jedná?
Ne
Nemám děti, ale
nenavštívil/a bych
s nimi fast food
Ne
Nemám děti, ale
navštívil/a bych s
nimi fast food
Přání dětí
Colonel Sanders
Nemám děti, ale
nenavštívil/a bych
s nimi fast food
nevím o tom, že
bych měl děti
-
McDonald's, KFC,
Ne
Starbucks
McDonald's, KFC,
Burger King,
Starbucks,
Subway, Bageterie
Ne
Boulevard
Zakladatel KFC
Nemám děti, ale
navštívil/a bych s
nimi fast food
KFC
McDonald's, KFC,
Burger King,
Maxim v kopečku
Ne
Nemám děti, ale
nenavštívil/a bych
s nimi fast food
McDonald's, KFC,
Burger King,
Starbucks
Ne
Nemám děti, ale
nenavštívil/a bych
s nimi fast food
bože náš colobel
McDonald's
Ne
Nemám děti, ale
nenavštívil/a bych
s nimi fast food
Colonel Sanders
Ne
Nemám děti, ale
navštívil/a bych s
nimi fast food
Nemám
KFC father
McDonald's, KFC,
Burger King
Nevadí mi
Nemám děti, ale
navštívil/a bych s
nimi fast food
Chutná mi tam
Colonel Sanders,
zakladatel KFC
McDonald's, KFC,
Burger King,
bageterie
Boulevard
Nevadí mi
Nemám děti, ale
nenavštívil/a bych
s nimi fast food
McDonald's, KFC
Nevadí mi
Nemám děti, ale
navštívil/a bych s
nimi fast food
nemám
nevím
McDonald's, KFC,
Burger King,
Starbucks
Nevadí mi
Nemám děti, ale
navštívil/a bych s
nimi fast food
nemám děti
nevím
McDonald's, KFC
Ne
Nemám děti, ale
navštívil/a bych s
nimi fast food
nemám děti
nevím
Ne
Nemám děti, ale
nenavštívil/a bych
s nimi fast food
nemám děti
nevim
McDonald's, KFC
McDonald's, KFC
Otevřeno do
večera, nebo
nonstop.
Nevím
zakladatel KFC
46
Jak často
navštěvujete
restaurace tohoto
typu?
Co podle vás
znamená pojem
"fast food"?
Kde bydlíte?
Jsem
student/zaměstnane
jednou za 3
3/14/2014 13:34: a dojíždím do
rychlé občerstvení měsíce
velkého města
14
Jsem
student/zaměstnane
3/13/2014 21:30: a dojíždím do
rychle obcerstveni Jednou za měsíc
velkého města
07
Timestamp
Jsem
student/zaměstnane
3/13/2014 20:58: a dojíždím do
velkého města
rychlé občerstvení Jednou za měsíc
50
Jsem
student/zaměstnane
rychlé nezdravé
3/15/2014 17:35: a dojíždím do
Jednou za měsíc
velkého města
občerstvení
45
Jsem
student/zaměstnane
a dojíždím do
3/13/2014 5:24:26 velkého města
hnus
Nikdy
Jsem
student/zaměstnane
Rychlé a nezdravé
a dojíždím do
občerstvení.
3/13/2014 4:45:19 velkého města
Nikdy
3/13/2014 4:53:37 Na vesnici
rychlé občerstvení Nikdy
3/14/2014 8:34:58 Na vesnici
hnus
3/13/2014 5:01:14 Na vesnici
3/13/2014 5:17:54 Na vesnici
3/13/2014 5:24:15 Na vesnici
Popiště proč
restaurace tohoto
typu navštěvujete,
případně proč je
nenavštěvujete?
mám chuť na něco
klaun Mcdonald
nezdravého:D
KFC nevari
spatne, pokud to
clovek neji kazdy
nevim
den ;)
chutná mi to, když
se mi nechce nic
vařit, mám hlad a
je to blízko a
rychle
pan McDonald
Protože mám
občas chuť na
něco nezdravého
nezdravé,
předražené a malé
porce
Nemám ráda
nezdravá,
přesolená a tučná
jídla, ze kterých
kape olej.
navštěvuji jen
párkrát do roka když se potřebuji
rychle najíst
nevěřím kvalitě
jídla, za málo
peněz málo jídla
jídlo mi nepřijde
vyloženě chutné a
maximálně 1x čtvrt zdravé v poměru k
rychlé občerstvení rok
ceně
Navštěvuji je jen v
případě, že jsem
například na
cestách nebo není
čas si zajít do
restaurace a čekat
tam delší dobu na
Rychlé občerstvení Jednou za měsíc
plnohodnotné jídlo.
1x za rok
rychlé občerstvení Nikdy
Poznáváte osobu
na obrázku? O
koho se jedná?
nezdravé, drahé,
nechutná mi
Poznáváte osobu
na obrázku? O
koho se jedná ?
Poznáváte osobu
na obrázku? O
koho se jedná?
ne
ne
McDonald's, KFC,
Burger King,
Starbucks
nevim
nevim
McDonald's, KFC,
Burger King
nevím
nevím
McDonald
nevím
nevím
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Pizza Hut
McDonald's, KFC,
Burger King,
Starbucks,
Subway
Mc´Donalds jejich
šašek
prezident Beneš
ne
McDonald's, KFC
McDonald´s.
Už jsem ho divěla,
ale nevzpomenu
si.
Nevím.
Postava z MC
Donaldu
Dr. Edvard Beneš
McDonald šašek
E.Beneš
Maskot
šašek z mekáče
Eduard Beneš
Nejspíš nějaký
maskot
McDonaldu :D
Edvard Beneš
maskot McDonald
Edvard Beneš
tak to netuším
nevím
McDonald's, KFC,
Starbucks,
Subway
McDonald's, KFC,
Burger King,
Starbucks,
Nevím
Subway
neznám, ale
McDonald's, KFC,
strejda google říká, Burger King,
že Ray Kroc
Starbucks
McDonald's, KFC,
Burger King, Pizza
ne
Hut
3/14/2014 1:41:02 Na vesnici
rychlé občerstvení Jednou za měsíc
3/13/2014 6:01:15 Na vesnici
mekáč
občas
honí mě mlsná, se
klaun z mekáče
sestrou
když jíte za rychlé
chůze
pondělí, středa,
sobota, úterý a
pátek
v rámci pestrého
jídelníčku
veselý odborník na
vyšetření pánské
prostaty
hmmm, ne
nevím, ne, ne
rychlá chálka
Jednou za týden
když je málo času
a něco je poblíž
mc donald maskot
mafijskej
consigliery
02
Na vesnici
3/13/2014 15:06:
26 Na vesnici
3/13/2014 5:10:28 Na vesnici
rychlé občerstvení Jednou za měsíc
47
Hácha
mafián
McDonald's, KFC,
Burger King,
Starbucks
McDonald's, KFC,
Burger King,
Starbucks
McDonald's, KFC,
Burger King,
Starbucks,
Subway
nízká cena,
rychlost
maskot Mcdonalds Edvard Beneš
navštěvuji je, když
jdu na nákupy do
obchodních center,
kde tyto typy
restaurací jsou.
nejezdím nebo
nevyhledávám je
panáček z
Edvard Beneš
speciálně.
mcdonalds
3/13/2014 15:33:
Zaškrtněte fast
food řetězce, které
znáte?
nevím
ne
McDonald's, KFC,
Burger King, Taco
Bell, Starbucks,
Subway
McDonald's, KFC,
Burger King,
Starbucks,
Subway
McDonald's
McDonald's, KFC,
Burger King,
Starbucks,
Subway
Pokud již máte
děti, vzali byste je
do takovéto
Je podle vás
restaurace?
reklama zaměřená Případně pokud je Pokud již děti máte
na děti pod 6 let,
nemáte, vzali
Zaškrtněte fast
a fast food
případně pod 3
byste tam své
food řetězce, které
navštěvujete? Z
roky, v pořádku? budoucí potomky?
jste již navštívili
jakého důvodu?
Ještě poslední
poznávačka
obrázku. O koho
se jedná?
McDonald's, KFC,
Burger King
Ne
Nemám děti, ale
nenavštívil/a bych
s nimi fast food
McDonald's, KFC
Ne
Nemám děti, ale
navštívil/a bych s
nimi fast food
nevim
Nevadí mi
Nemám děti, ale
navštívil/a bych s
nimi fast food
nevím
Ne
Nemám děti, ale
nenavštívil/a bych
s nimi fast food
nevím
Ne
Nemám děti, ale
nenavštívil/a bych
s nimi fast food
nevím, možná ten
z reklamy na KFC
Ne
Nemám děti, ale
nenavštívil/a bych
s nimi fast food
McDonald's, KFC
Ne
Nemám děti, ale
nenavštívil/a bych
s nimi fast food
McDonald's, KFC,
Starbucks
Ne
Nemám děti, ale
nenavštívil/a bych
s nimi fast food
McDonald's, KFC,
Burger King,
Starbucks
Ne
Nemám děti, ale
nenavštívil/a bych
s nimi fast food
McDonald's, KFC,
Starbucks,
Subway
Nevadí mi
McDonald's, KFC,
Burger King
Ne
McDonald's, KFC
Ne
Nemám děti, ale
nenavštívil/a bych
s nimi fast food
Nemám děti, ale
nenavštívil/a bych
s nimi fast food
Nemám děti, ale
nenavštívil/a bych
s nimi fast food
Ne
Nemám děti, ale
navštívil/a bych s
nimi fast food
nemám děti, ale
vzala bych je tam
jen výjimečně, za
odměnu třeba.
nevím
Ne
Nemám děti, ale
nenavštívil/a bych
s nimi fast food
nemám děti
zakladatel KFC
Nevadí mi
Nemám děti, ale
navštívil/a bych s
nimi fast food
Nevadí mi
Nemám děti, ale
nenavštívil/a bych
s nimi fast food
McDonald's, KFC,
Pizza Hut, CFC
McDonald's, KFC,
Burger King,
Subway
McDonald's, KFC
McDonald's, KFC,
Burger King
McDonald's, KFC,
Burger King,
Subway
McDonald's, KFC,
Burger King, Taco
Bell, Wendy's,
Starbucks,
Subway
McDonald's, KFC,
Starbucks,
Subway
Nemám děti.
Nevím.
n
nevím
myslím, že muž z
reklamy na KFC
Jméno nevím, ale
,,zakladatel" KFC
google říká že
colonel sanders
nevím
santa claus
nemám děti
chovatel kuřat
48