Fast Food Chains Public Image

Introduction

Fast food restaurants are an everyday convenience for today's average American. They save time and provide an easy meal. Nevertheless, fast food restaurants have to worry constantly about their reputation and image. A challenge for these establishments is to find new, exciting ways to promote their business with food as a constant product. Fast food restaurants are using different public relations strategies to win consumer support, such as going green, getting involved with charity and even hosting costume parties.

Fast Food Chains Public Image

Subway works to give a positive image by being in the business of health and responsibility. Subway's “eat fresh” campaign invites Americans to trade the burger for a better-for-you sub sandwich. According to a recent press release, Subway is becoming involved in the green movement. The restaurant chain recently participated in the “Change a Light, Change the World” program, trading their old lights for energy-efficient fluorescent lights. Furthermore, Subway has changed its equipment by making its napkins from recycled materials. Subway has even moved its distribution centers closer to its stores to cut down on gas emissions.

“We have made a commitment as a brand to become more environmentally accountable,” said Bill Schettini, chief marketing officer for the chain. As the environment trend grows as a priority in society, Subway is joining the cause to provide you with fast food and an eco-friendly outlook.

McDonald's has always had a leg-up on the competition when it comes to charity because of its relationship with the Ronald McDonald House. With disasters happening all over the U.S., McDonald's is doing its part in helping alleviate some need by giving a meal to victims. Last year during California's wild fires, McDonald's gave a free Extra Value meal to any emergency worker involved in the crisis, according to a press release. In addition, the company provided many displaced families with Wi-Fi Internet access, making communication easier. Moreover, McDonald's encouraged its staff, owners, operators and suppliers to work at local evacuation centers to help the crisis as much as they could. “We're all members of this community and know personally the difficulties people are going through,” said San Diego McDonald's Owner/Operator Philip Palumbo. Desperate times call for desperate measures, and McDonald's is certainly looking to help with disaster relief.

Burger King's new TV booty ad is a ridiculous send-up of I like Big Butts, featuring a Sponge Bob rendition, I Like Square Butts. The highly sexualized ad, showing how to achieve a square butt by placing a phone book in your shorts, is aimed at an adult audience to sell its 99 cent value kids meals. Amid a sea of complaints, Burger King vows to only run the ad after hours to amuse the grown up audience.

Kentucky Fried Chicken new grilled breasts have been introduced challenging us to “unthink the unfried side of KFC” with this option for consumers who are watching what they eat (no extra-crispy, deep-fried junk food), but the company is still cranking out inferior factory chicken that's no good for ...