How Fast Food Restaurants Are Impacting the Rates of Childhood Obesity: a Proper Accountability of Product Manufacturer as a Way to Improve the Product Quality

How Fast Food Restaurants are Impacting the Rates of Childhood Obesity: A Proper Accountability of Product Manufacturer as a Way to Improve the Product Quality

GROUP #1

Hermel Johnson ID# 001806423

Michael Norris ID# 001687789

Olabode Onasanya ID# 001785347

Tatyana Utkina ID# 001755839

Tiana Walker ID# 001512715

Tahshea Jackson ID# 001707816

Marketing Research (MK4200-020)

12/08/2011

ABSTRACT

This research focused on the impact of fast food restaurants on childhood obesity. The case of McDonald’s Happy Meal was used in this study. Questionnaires were used to collect the data used in this study. The results of the research would answer whether McDonald’s is perceived as “healthy” by parents who eat there with their children, and whether or not McDonald’s should make further changes to their Happy Meal offerings.

INTRODUCTION

Researchers for the Center for Disease Control1 estimated that in the last thirty years the rates of childhood obesity in America have more than tripled; causing many American adults to become increasingly aware of their children’s unhealthy eating habits. The CDC also estimates that in 2010 approximately 17%, or 12.5 million, children were considered obese in America1. The alarming statistics related to childhood obesity has motivated the American government to implement the “Let’s Move Campaign: America’s Move to Raise a Healthier Generation of Children” that is currently being spear-headed by our First Lady, Michelle Obama. McDonald’s has joined the campaign and pledged its support by offering “healthier” food options for their Happy Meals. McDonald’s is currently in the early stages of research and development and has effectively made several changes to the Happy Meal and Mighty Kids Meal.

Although rare in the past, obesity is now among the most widespread medical problem affecting children and adolescents living in the United States and other developed countries. About 15 percent of adolescents (aged 12 – 19 years)...