When choosing a fast food restaurant, there is one major deciding factor for many parents and children. They want a fast meal in a happy atmosphere where children can be themselves and are unlikely to complain about the food.
The American fast food giants learnt this many years ago and a huge amount of their advertising and marketing is directed at children and teenagers.
Buy a hamburger at McDonald's or fried chicken at KFC and it's not unusual to find a plastic toy or trinket in the kids' meals. This approach to the customer has been immensely successful in
Many people in Western countries are becoming increasingly concerned that the fast food diet is a major contributor to serious health problems, such as obesity and heart disease, and Westerners are changing their habits accordingly.
Chinese people enjoy eating and are curious about new food. This is one of the reasons why Western fast food is so popular here even though it is described as "junk food" by critics.
Many young people find the modern ambience of Western fast-food chains hard to resist. Even if they are not in a hurry, they enjoy hanging out at the restaurants with friends and listening to the background music.
Researchers believe that the healthiest meats are those which are lowest in fat. The US Government now recommends grains as the most important factor in a good diet, followed by vegetables, fruits and milk products, then meat, eggs and nuts. Last are fats, oils and sweets. This nutritional model conforms to the traditional Chinese diet.
Dietitians at the Beijing International Hotel once analyzed 240 traditional Chinese menus and found all fulfilled modern nutrition requirements.
While Chinese food means a balanced diet, fast food is more about a system. It is the result of an industrialized civilization, especially modern Western civilizations.
KFC says it will throw away its chicken if it hasn't been sold within 90 minutes of being fried. McDonald says its fries have a shelf life of one minute and the burgers just 10 minutes.
This strict quality control guarantees the customer the same food and the same service every time. In this sense, Chinese fast food has a long road ahead if it is to compete in a modern society.
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