Quality and Sustainability Strategies Implemented by Fast Food Restaurants

Neacşu Nicoleta Andreea () and Tulbure Adriana ()
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Neacşu Nicoleta Andreea: Transilvania University of Brașov, Brașov, România andreea.neacsu@unitbv.ro
Tulbure Adriana: Transilvania University of Brașov, Brașov, România

Proceedings of the International Conference on Business Excellence, 2023, vol. 17, issue 1, 1559-1568

Abstract: In order to stay competitive in the market, many fast-food restaurant owners are now implementing various measures to promote sustainable development. They include obtaining ingredients from local and organic farms, reducing energy or water use, and implementing recycling and composting. As the percentage of overweight people continues to rise, the interest in healthy eating has also increased. People are becoming more aware of the importance of maintaining a healthy diet and its impact on their overall health. The fast-food industry needs to adjust, implementing new quality strategies to make their businesses more efficient and attractive to consumers. The authors of this research study used a combination of exploratory research and quantitative marketing research to identify the quality strategies and sustainability measures and understand how consumers perceive their implementation. They conducted surveys and interviews with a sample of consumers to gather data on their attitudes and preferences regarding sustainable and quality measures in restaurants. The research results showed that most respondents want to consume fresh, healthy dishes and support the sustainability and quality measures that restaurants apply. Respondents also consider factors such as the waiting time and the quality-price ratio significant when choosing a restaurant. These findings suggest that consumers are becoming increasingly aware of the importance of sustainability and are willing to support restaurants that are promoting it.

Keywords: quality strategies; sustainable development; fast-food industry; marketing research; quality (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:poicbe:v:17:y:2023:i:1:p:1559-1568:n:37

DOI: 10.2478/picbe-2023-0140

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