How Has Healthy Living Culture Brought About Changes in...

How has the emergence of a healthy living culture in the UK brought about changes in the fast food industry? Brands, menus and packaging. Packaging: As you can see from these two differing Big Mac packages McDonalds has had to change the appearance of its packaging in order to continue to compete with the new healthy living culture. McDonalds now puts full colour pictures of there burgers on the box, so as to give the impression that all the meat and other ingredients in the burger are genuine. By having the very pleasant picture of the burger and indeed the various vegetables used, makes the burger seem fresher and generally healthier. It is not just the burgers that McDonald’s have applied this method to, there original red and†¦show more content†¦So perhaps McDonald’s may not have removed the option from their menu had it not been for the documentary. Brands: The emergence of healthy living has also certainly had an impact on the branding of a lot of fast food chains, not necessarily all of them but certainly a few. As is shown in the healthy living section, the covers of magazines are littered with the so called â€Å"beautiful people† who are healthy and in good shape. Therefore if we are now in an age where most people are striving to have those kinds of bodies, but they can only get them by being and eating healthy then fast food chains are surely going to struggle? However McDonald’s have simply changed their style of advertising and branding to help over come this problem. When McDonald’s first started in the 1940’s there original branding was a small fat chef with a hamburger for a head called â€Å"speedee†. Now this could simply not work for McDonald’s today with the emergence of the healthy living culture, as the name even suggests its just fast food, whereas now they concentrate on sayi ng on all there boxes things such as 100% beef etc. It wouldn’t even just be the name that would be a problem for McDonald’s branding, it would also be the appearance of the mascot, he is small, fat and has a hamburger for a head. McDonald’s now have a host of celebrity spokespersons ranging from Michael Jordan, arguably the greatest sportsman in the world in the 90’s, the epitome of a healthy person, he and Larry BirdShow MoreRelatedCross Cultural Perspectives On Business And Management1249 Words   |  5 Pagesimprove its global image, McDonald’s culture outside United States has been closely linked to the possibility of it bringing changes in dietary trends. 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