Strategic guidelines for customer satisfaction with healthier diet menu items in fast food franchising outlets in South Africa

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.