The Fast Food Revolution: Convenience to Culinary Culture

Who can deny the mouthwatering tastes of burgers, sandwiches, pizza/pasta, Fast Food chicken, and seafood, conveniently delivered to your doorsteps 24/7. Whether you are a couch potato or a busy bee solving accounting jargon for your next day’s presentation, you need something to munch on at odd hours of the night or just during the lunch break to have a working lunch with the boss. A quick delivery by your favorite food chain can serve the purpose.

The Global Phenomenon of Fast Food

Quick, convenient, tasty, nutritious, diversified, and inexpensive, fast food is gaining popularity around the world. Pakistan is no exception, as it’s a fast-emerging market due to its popularity and accessibility for all – young or old. As the humor goes, “fast food comes fast,” and the food also matches the fast lifestyle of people who are enjoying the benefits of the IT-based 4th industrial revolution, where everything is just a click away. Fast food restaurants, also known as quick-service restaurants (QSRs), have increasingly become a rage among Gen Z, who live their lives on the net.

Historical Roots

As history goes, fast food started with the first fish and chips in Britain in the 1860s. The United States saw the popularization of drive-through restaurants in the 1950s. Merriam–Webster dictionary recognized the term “fast food” in 1951.

Market Trends and Projections

According to the “Fast Food Market by Type and End User: Global Opportunity Analysis and Industry Forecast, 2020-2027,” the global fast food market is expected to reach $931.7 billion by 2027, rising at a CAGR of 4.6% from 2020 to 2027. The fast food market size was valued at $647.7 billion in 2019.

Factors Driving Growth

The significant growth during the forecast period is due to the increasing number of fast food restaurants, rising number of working women, easy technology-based ordering options, popularity of international cuisine options, and change in the culinary tastes and preferences of consumers. The cost of setting up a restaurant, increasing expenses of a fixed restaurant serving staff, and retaining large places for dine-in arrangements are also some of the factors for the emerging trend of fast food restaurant businesses.

Fast Food LANE- Quick Business Gain

The fast food business also brings quick profits. According to some reports, the average profit margin for restaurants falls between 3 to 5% but can range anywhere from 0 to 15%. This can be broken down into the average profit margin per different restaurant type: Fast-food restaurant – 6 to 9%, Full-service restaurant – 3 to 5%.

Fast Food in Pakistan

In Pakistan, the trend of fast food started some 25 to 30 years ago and has seen unprecedented growth over the last few years. Initially considered a sign of modernism, the increasing need to have a hassle-free and luxurious lifestyle further boosted the trend. The fast food business in Pakistan is rising more than twenty percent every year, making it one of the fastest-growing businesses not only in Pakistan but around the world.

Leading Chains and Consumer Trends

The increasing outlets of KFC, Pizza Hut, Hardees, McDonald’s, Burger King, Domino’s Pizza, Subway, California Pizza, and the list goes on, are witness to their popularity and increasing trend in society. According to some findings, KFC and Pizza Hut have emerged as the most consumed fast food chains among both genders and also across age groups. The same findings show that McDonald’s was more popular in females than in males.

Fast Food Vs Homemade Food

There is no match for home-cooked food. Fast food, prepared and served from fast food restaurants or street vendors, though considered an alternative to homemade food, health-conscious consumers still find homemade food better in terms of their ingredients.

While homemade food is healthier with fewer calories, fats, sugars, and sodium than most fast foods, fast foods are cooked with cheaper ingredients such as high-fat meat, refined grains, and sugar and fats, instead of better options like lean proteins, whole grains, fresh fruits, and vegetables. Research has shown that on average, homemade meals contain more vegetables, fewer carbohydrates, and less fat than any other meal. Health-conscious consumers having a traditional approach still prefer home-cooked meals over fast food and dine-in over take-away arrangements.

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