Health Issue: Obesity and Fast Food Industry

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Executive Summary…………………………………………………………………………. I 1.0 Introduction………………………………………………………………………………1 2.0 Literature Review………………………………………………………………………. 1- 4 3.0 Impact of obesity issue toward fast food chain

3.1 Poor brand image…………………………………………………………………….. 4-6
3.2 Decline in sales………………………………………………………………………. 6
3.3 Pressure from activist and non-profit organisation…………………………………... 6-7
3.4 Increase of legal restriction on business activities………………………………….... 7-8 4.0 Response of fast food chain toward obesity issue
4.1 Provide nutrition information……………………………………………………….. 9-10 4.2 Provide new food choices and healthier ordering options………………………....... 10 4.3 Launch education programme and campaign……………………………………….. 11-12 4.4 Obey rules and regulations………………………………………………………….. 12 5.0 Conclusion……………………………………………………………………………… 12 6.0 References……………………………………………………………………………… 13-14

Executive Summary
Obesity is a health epidemic that draws attention of the world. Obesity refers to the accumulation of excess fat on the body that can be specified into different degree. An individual’s healthy weight is calculated by using a tool called Body Mass Index (BMI). Overweight is generally defined when an individual BMI is between 25.0 and 29.9, obese is greater than 30. World Trade Organisation expects 2.3 billion people will be overweight and 700 million will be obese in year 2015. The obesity problem is especially a worry trend in United State because two-third of the population is overweight and nearly 30 percent is considered obese. The four major factors that contribute to obesity problem are bad eating habits, lack of exercise, metabolism and genetics. Obesity is being linked to serious health problems and it is a cost. The brand image of fast food chains has been affected by obesity problem when people start to criticise fast food consists of high calories and fat that can cause obesity problem. Furthermore, fast food chains are being accused produce fast food with inherent dangerous but fail to warn consumers, exploiting children with advertising and collectable toys in kid meals. Besides, obesity problem cause the problem of decline in sales. Fast food chain McDonald has experienced its first quarterly loss of %343.8 million and 27% sharp share drop in 2002 because of obesity problem. Fast food chains are facing the pressure from activist and non-profit organisation to take responsibility on obesity problem. Lastly, the establishment of rules and regulations to combat obesity problem have affected the fast food chains business activities. Therefore, fast food chains should take effective solutions to cope with the impacts of obesity problem. This including provide nutrition information about fast foods, offer new food choices and healthier ordering options, launching education programme and campaign and lastly is obey to the rules and regulations. Obesity problem can affect the fast food industry, thus, fast food chains should able to find effective solutions to overcome or minimise the potential threat toward the companies.

1.0 Introduction
In the last few decades, there is getting more and more attention has been paid to the health issue because of the increased number of so-called civilisation diseases. Obesity is just one among of them but it draws the attention of the world. Obesity is a global health epidemic because people nowadays are getting fatter and more depressed with more anxiety. That is why government and health organisations have called for unity over the important topic of obesity. As the problem of obesity continues become serious, a battle between assigning individual consumer responsibility and corporate responsibility has emerged. Fast food industry has come under fire regarding its unhealthy products that contribute to obesity problem; hence, this paper will focus on the obesity issue by looking into obesity in variety ways, followed by the exploration how the obesity...
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