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Health Issue: Obesity and Fast Food Industry

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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


References: 1. Ethical Investment Research Service (2006) Obesity concerns in the food and beverage industry [Online] (Cited 12 July 2010) Available from <URL: http://www.eiris.org/files/ research%20publications/seeriskobesityfeb06.pdf> 2 3. Currie, J. et. al. (2009) The Effect of Fast Food Restaurants on Obesity [Online] (Cited 13 July 2010) Available from <UTL: http://elsa.berkeley.edu/~sdellavi/wp/fastfoodJan09.pdf> 4 5. Mair, J. S.et al. (2005) The Use of zone to restrict fast food outlet: a potential strategy to combat obesity [Online] (Cited 25 July 2010) Available from <URL: http://www.public healthlaw.net/Zoning%20Fast%20Food%20Outlets.pdf> 6 7. Sidik, S. M., and Ahmad, R. (2004) Childhood Obesity: Contributing Factors, Consequences and Intervention [Online] (Cited 13 July 2010) Available from <URL: http://myais.fsktm.um. edu.my/2750/1/march04_article3_sherina.pdf> 8 9. Deng, T. (2009) McDonald’s New Communication Strategy on Changing Attitudes and Lifestyle [Online] (Cited 17 July 2010) Available from <URL: http://www.ccsenet.org/ journal/index.php/ijms/article/viewFile/1645/1556> 10 11. Robert, A. (2004) McDonald’s Corporation and the Issue of Health and Nutrition [Online] (Cited 29 July 2010) Available from <URL: http://www.awpagesociety.com/images/uploads /07CSMcDonalds.pdf>
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