Fast food choices, lessons for the hospitality industry : an exploratory study in Johannesburg, South Africa

Abstract

This small scale exploratory study investigated the reasons behind fast food purchasing decisions. Respondents were multi-racial, mixed gender, multi-ethic with self-declared different religious affiliations. All respondents were based in Johannesburg, which is South Africa’s largest and wealthiest city. In terms of the hospitality industry, the key findings were that taste drives most fast food purchases, followed by convenience and cleanliness. In terms of population health outcomes, however, of concern is that finding that fast food purchases appear to be becoming characteristic, with people purchasing them on a regular basis. Some, however, purchase as ‘a treat’. In terms of racial differences in purchasing patterns, it was found that black African men demonstrated a strong affiliation for traditional foodstuffs, whereas white men strongly selected fast food based on perceived store cleanliness. Overall, price and cleanliness mattered more for men, whereas convenience mattered the most for women. Religious affiliation had a strong influence, but surprisingly some non-Muslims seek out halaal meat. Also of interest was that the Banting diet, a diet strongly supported by a medical professor, and media celebratory, Tim Noakes, seems to be influencing decisions around fast food purchases, with some respondents actively shunning carbohydrates. Thus, the hospitality industry should focus on serving inexpensive healthy fast food, in a clean environment, while also taking into account that some people seek out halaal meat and traditional foodstuffs. In addition, adding menu items in line with the Banting diet may boost sales.