Abstract:
The trend towards healthy eating has been gradually growing in South Africa. Health
consciousness has become more apparent with customers not only wanting to
consume quick and convenient meals, but also meals that are nutritionally beneficial.
Although fast-food outlets have risen to the occasion by providing for this demand,
there are few studies in South Africa that focus on strategic guidelines for fast-food
outlets to enable strategic planning for achieving customer satisfaction and the
increase in profits with healthier food options on the menu. The purpose of this study
was to explore strategic guidelines for customer satisfaction with healthier diet menu
items in fast-food franchising outlets in South Africa. An extensive literature review
was conducted on the South African fast-food industry and customer satisfaction. The
study followed a quantitative method approach, and 400 respondents were selected
using the convenience sampling method. An empirical study was conducted in which
data was collected from 329 customers of fast-food outlets within the Capricorn
Municipality, South Africa by means of self-administered questionnaires.
The findings of this study reveal that there is a general level of satisfaction amongst
South African customers with the healthier food options available at fast-food outlets
with areas of improvement for price, convenience and atmosphere pertaining to
healthier diet meals. The study made recommendations on a variety of healthy menu
items, interaction between managers and customers, price and value, extended
service hours, safe parking and walking distance, cleanliness, staff appearance and
dining-in feeling and provided a model on Strategic Sustainable Growth as a guideline
to increasing customer satisfaction with healthier diet menu items.
