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Fast Food Restaurants have over the past few years contended with what the consumer market needs which has seen them shift from unhealthy food to natural foods at friendly prices. (Dunn et la. 330). Fast Food industry in the Australian market has been increasing for the past years which has seen a rise in the number of outlets by 1%. Food services have expanded by approximately 5% translating to an increase of AUD 18.2 million while the number of transactions rising by 2%. All these improvements are due to consumer health awareness which managed to transform Fast Food Services in Australia. Where food restaurants now substituted salt and sugar with healthier food supplements. Consumers now focus on healthier food rich in nutritional content (Dunford et la. 464).
Revenue in this sector has raised by 3.7% in five years to approximately $19.7 billion. There has been a shift to online food ordering and delivery which becomes more convenient to customers. The feature has attracted both foodservice operators and customers which has enhanced significant value growth in the Australia market. Most customers have been satisfied by this techniques since it is reliable and convenient for them (Gilbert et la. 374). Some food industries such as Domino managed to increase their sales by incorporating technological conveniences such as SMS ordering system and guaranteed delivery (Rakesh, Sapna, & Arpita 64).
In 2016, the value of the fast food industry in Australia was at $5767.1 million which translates to an increase of 13.7% since 2011. The Australian fast food market decreased by 3.2% in 2011 reaching a market volume of 1173.1 million transactions. The market volume forecast for 2016 showed a decrease of 3.2% since 2011 translating to 1135.6 million sales.
According to the research done by Exclusive Inc., several knowledge gaps were identified which probably would need intense secondary research and market analysis. Primary research supplied information consumer preferences and market situations as far as the fast food industry is concerned. The study did not reveal adequate information regarding generation Z attitude and behavior towards fast food, especially from the United States. There was an underlying knowledge gap concerning chicken products. Factors affecting the fast food industry such as emotional and peer influences were also unknown.
Dunford, Elizabeth, et al. "Nutrient content of products served by leading Australian fast food chains." Appetite 55.3 (2010): 484-489.
Dunn, Kirsten I., et al. "Beliefs about fast food in Australia: A qualitative analysis." Appetite 51.2 (2008): 331-334.
Gilbert, G. Ronald, et al. "Measuring customer satisfaction in the fast food industry: a cross- national approach." Journal of Services Marketing 18.5 (2004): 371-383.
Rakesh, Sapna, and Arpita Khare. "A study on e-CRM applications for Indian fast food chains." International Journal of Electronic Customer Relationship Management 5.1 (2011): 58-74.
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