A Fast Food Restaurant

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A fast food restaurant, also known as a quick service restaurantor QSR, is a specific type ofrestaurant characterized both by its fastfood cuisine and by minimal table service. Food served in fast foodrestaurants is cooked in bulk in advance and kept hot to order; food isusually available ready to take away, though seating is provided. Fast

food restaurants are usually part of a restaurant chain or franchiseoperation, which ships standardized foodstuffs to each restaurant fromcentral locations.

The first fast food restaurants originated in the United States ofAmerica during the 1950s. Today, American-founded fast food chainssuch as McDonald's and KFC are multinational corporations with outletsacross the globe.

Variations on the fast food restaurant concept include fast casualrestaurants and catering trucks. Fast casual restaurants have higher

sit-in ratios, and customers can sit and have their orders brought tothem. Catering trucks often park just outside worksites and are popularwith factory workers.

History

The modern history of fast-food in Americabegan on 7 July1912 with the opening of a fast

food restaurant called the Automat in NewYork. The Automat was a cafeteria with its

prepared foods behind small glass windows and coin-operated slots.Joseph Horn and Frank Hardart had already opened an Automat inPhiladelphia, but their Automat at Broadway and 13th Street, in NewYork City, created a sensation. Numerous Automat restaurants werequickly built around the country to deal with the demand. Automatsremained extremely popular throughout the 1920s and 1930s. Thecompany also popularized the notion of take-out food, with theirslogan Less work for Mother. The American company White Castle isgenerally credited with opening the second fast-food outlet in Wichita,

Kansas in 1921, selling hamburgers for five cents apiece.[1] Among itsinnovations, the company allowed customers to see the food beingprepared. White Castle later added five holes to each beef patty toincrease its surface area and speed cooking times. White Castle wassuccessful from its inception and spawned numerous competitors.

Main article:History of McDonald's
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McDonald's, the largest fast-food chain in the world and the brandmost associated with the term "fast food," was founded as a barbecuedrive-in in 1940 by Dick and Mac McDonald. After discovering thatmost of their profits came from hamburgers, the brothers closed theirrestaurant for three months and reopened it in 1948 as a walk-up

stand offering a simple menu of hamburgers, french fries, shakes,coffee, and Coca-Cola, served in disposable paper wrapping. As aresult, they were able to produce hamburgers and fries constantly,without waiting for customer orders, and could serve themimmediately; hamburgers cost 15 cents, about half the price at atypical diner. Their streamlined production method, which they namedthe "Speedee Service System" was influenced by the production lineinnovations ofHenry Ford. The McDonalds' stand was the milkshakemachine company's biggest customer and a milkshake salesmannamed Ray Kroc travelled to California to discover the secret to theirhigh-volume burger-and-shake operation. Kroc thought he could

expand their concept, eventually buying the McDonalds' operationoutright in 1961 with the goal of making cheap, ready-to-gohamburgers, french fries and milkshakes a nationwide business.Kroc was the mastermind behind the rise of McDonald's as a nationalchain. The first part of his plan was to promote cleanliness in hisrestaurants. Kroc often took part at his own Des Plaines, Illinois, outletby hosing down the garbage cans and scraping gum off the cement.Kroc also added great swaths of glass which enabled the customer toview the food preparation. This was very important to the Americanpublic which became quite germ conscious. A clean atmosphere wasonly part of Kroc's grander plan which separated McDonald's from the

rest of the competition and attributes to their great success. Krocenvisioned making his restaurants appeal to families of suburbs.[2]

Service

While fast food restaurants usually have a seating area in whichcustomers can eat the food on the premises, orders are designed to betaken away, and traditional table service is rare. Orders are generallytaken and paid for at a wide counter, with the customer waiting by thecounter for a tray or container for their food. A "drive-thru" service canallow customers to order and pick up food from their cars.Nearly from its inception, fast food has been designed to be eaten "onthe go" and often does not require traditional cutlery and is eaten as afinger food. Common menu items at fast food outlets include fish andchips, sandwiches, pitas, hamburgers, fried chicken, french fries,chicken nuggets, tacos, pizza, and ice cream, although many fast-foodrestaurants offer "slower" foods like chili, mashed potatoes, andsalads.
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Cuisine

Modern commercial fast food is highly processed and prepared on alarge scale, with bulk ingredients and standardised cooking andproduction methods. It is usually rapidly served in cartons or bags or in

a plastic wrapping, in a fashion which minimizes cost. In most fast foodoperations, menu items are generally made from processedingredients prepared at a central supply facility and then shipped toindividual outlets where they are reheated, cooked (usually bymicrowave or deep-frying) or assembled in a short amount of time.This process ensures a consistent level of product quality, and is key tobeing able to deliver the order quickly to the customer and eliminatelabor and equipment costs in the individual stores.Because of commercial emphasis on speed, uniformity and low cost,fast food products are often made with ingredients formulated toachieve a certain flavor or consistency and to preserve freshness.

Hydrogenated vegetable oils are pumped into fast foods which containhigh amounts oftrans fat. This requires a high degree offoodengineering, the use of additives and processing techniquessubstantially alter the food from its original form and reduce itsnutritional value.

Value meals

A value meal is a group of menu items offered together at a lowerprice than they would cost individually. They are common at fast foodrestaurants. Value meals are a common merchandising tactic tofacilitate bundling, up-selling, and price discrimination. The perceivedcreation of a "discount" on individual menu items in exchange for thepurchase of a "meal" is also consistent with the Loyalty Marketingschool of thought.[3]

Technology

In able to make speedy service possible and to ensure accuracy andsecurity, many fast food restaurants have incorporated Hospitalitypoint of sale systems. This makes it possible for kitchen crew people to

view orders place at front counter and drive through in real time.Wireless systems allow orders placed at drive through speakers to betaken by cashiers and cooks. Drive through and walk throughconfigurations will allow orders to be taken at one register and paid atanother. Modern point of sale systems can operate on computernetworks using a variety of software programs. Sales records can begenerated and remote access to computer reports can be given to
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corporate offices, managers, troubleshooters and other authorizedpersonal.

Major brands

McDonald's, a noted fast-food supplier, opened its first franchisedrestaurant in the US in 1955 (1974 in the UK). It has become aphenomenally successful enterprise in terms of financial growth,brand-name recognition, and worldwide expansion. Ray Kroc, whobought the franchising license from the McDonald brothers, pioneeredmany concepts which emphasized standardization. He introduceduniform products, identical in all respects at each outlet, to increasesales. At the same time, Kroc also insisted on cutting food costs asmuch as possible, eventually using the McDonald's Corporation's sizeto force suppliers to conform to this ethos.

Other prominent international fast food companies include BurgerKing, the number two hamburger chain in the world, known forpromoting its customized menu offerings (Have it Your Way); Wendy's,the number three burger chain and creator of the Drive thru concept;Dunkin' Donuts, a New England based chain that emphasized andrefined the commissary model of food preparation; Starbucks, Seattle-born coffee-based fast food beverage corporation; KFC, a part of thelargest restaurant chain in the world,Yum! Brands; and Dominos Pizza,a pizza chain known for popularizing home delivery of fast food.

Regional chains

Many fast food operations have more local and regional roots, such asWhite Castle in the Midwest United States, along with Hardee's (ownedby CKE Restaurants, which also owns Carl's Jr., whose locations areprimarily on the United States West Coast), Krystal, Bojangles', andZaxby's restaurants in the American Southeast, Raising Cane's inLouisiana, the famous In-N-Out Burger (in California, Arizona, andNevada) andTommy's chains in Southern California, Dick's Drive-In inSeattle Washington, and Arctic Circle in Utah and other western states.Also, Whataburger is a popular burger chain in the South and Mexico.Canada pizza chains Toppers Pizza and Pizza Pizza are primarily

located in Ontario. Coffee chain Country Style operates only in Ontario,and competes with the famous coffee and donut chainTim Hortonsand Dunkin Donuts.

International chains
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The fast-food industry is popular in the United States, the source ofmost of its innovation, and many major international chains are basedthere. Seen as symbols of US dominance and perceived culturalimperialism, American fast-food franchises have often been the targetofAnti-globalization protests and demonstrations against the US

government. In 2005, for example, rioters in Karachi, Pakistan, whowere initially angered because of the bombing of a Shiite mosque,destroyed a Kentucky Fried Chicken restaurant.[5]

Multinational corporations typically modify their menus to cater to localtastes and most overseas outlets are owned by native franchisees.McDonald's in India, for example, uses lamb rather than beef in itsburgers because Hinduism traditionally forbids eating beef. In Israelthe majority of McDonald's restaurants are kosher and respects theJewish shabbat, there is also a kosher McDonald's in Argentina. InEgypt and Saudi Arabia, all menu items are halal.In Canada the majority of fast food chains are American owned, or

were originally American owned but have since set up a Canadianmanagement/headquarters location in cities such asToronto andVancouver. Although the case is usually American fast food chainsexpanding into Canada, Canadian chains such asTim Hortons haveexpanded into 10 states in the United States, but are more prominentin border states such as New York and Michigan.In the United Kingdom, many home based fast food operations wereclosed in the 1970s and 1980s after McDonald's became the numberone outlet in the market[citation needed]. However, brands like Wimpy stillremain, although the majority of branches became Burger King in1989. In France and Belgium, Quick is a popular alternative to

McDonald's and Burger King.Traditional ramen and sushi restaurants still dominate fast food cultureinJapan, although American outlets like Pizza Hut, McDonald's andKentucky Fried Chicken are also popular, along with Western-styleJapanese chains like Mos Burger.In Africa, Mr. Bigg's andTantalizers are the predominant fast foodchains in Nigeria, while Nando's and Steers are predominant in SouthAfrica.

Trends

Health concerns

Some of the large fast-food chains are beginning to incorporatehealthier alternatives in their menu, e.g., white meat, snack wraps,salads and fresh fruit. However, some people see these moves as atokenistic and commercial measure, rather than an appropriatereaction to ethical concerns about the world ecology and people's
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health. McDonald's announced that in March of2006, the chain wouldinclude nutritional information on the packaging of all of its products.[6].

Consumer appeal

Fast-food outlets have become popular with consumers for severalreasons. One is that through economies of scale in purchasing andproducing food, these companies can deliver food to consumers at avery low cost. In addition, although some people dislike fast food for itspredictability, it can be reassuring to a hungry person in a hurry or farfrom home.[7]

In the post-war period in the United States, fast food chains likeMcDonald's rapidly gained a reputation for their cleanliness, fastservice and a child-friendly atmosphere where families on the roadcould grab a quick meal, or seek a break from the routine of home

cooking. Prior to the rise of the fast food chain restaurant, peoplegenerally had a choice between greasy-spoon diners where the qualityof the food was often questionable and service lacking, or high-endrestaurants that were expensive and impractical for families withchildren. The modern, stream-lined convenience of the fast foodrestaurant provided a new alternative and appealed to Americans'instinct for ideas and products associated with progress, technologyand innovation. Fast food restaurants rapidly became the eatery"everyone could agree on", with many featuring child-size menucombos, play areas and whimsical branding campaigns, like the iconicRonald McDonald, designed to appeal to younger customers. Parents

could have a few minutes of peace while children played or amusedthemselves with the toys included in their Happy Meal. There is a longhistory offast food advertising campaigns, many of which are directedat children.In other parts of the world, American and American-style fast foodoutlets have been popular for their quality, customer service andnovelty, even though they are often the targets of popular angertowards American foreign policy or globalization more generally. Manyconsumers nonetheless see them as symbols of the wealth, progressand well-ordered openness of Western society and therefore becometrendy attractions in many cities around the world, particularly among

younger people with more varied tastes.
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A Fast Food Restaurant