Abstract
This paper focuses on the recent changes encountered in the fast food industry. Fast food restaurants are slowly changing their marketing strategies in order to meet new consumer attitudes and behaviors. The recent environmental issues and obesity problems are worrying consumers and therefore, fast food organizations are feeling more concerned.
However, we can wonder whether the contradictory association of health food with fast food will attract more consumers and change their frequency of eating at "healthier fast food restaurants". McDonald's new idea has attracted a lot of people. This famous brand has clearly shown in its recent marketing strategies, its willingness to be greener and to propose healthier foods to its customers. The red color has been replaced by the green color on its logo, some sandwiches and the milk proposed by the brand are now organic and advertisements focus on a healthy range of products such as fruits and salads.
By taking all these facts into account, we propose two hypotheses in this study:
H1: Fast food restaurants that offer organic and healthier food see an increase in the number of customers.
H2: Fast food restaurants' image is improving because of their association with organic food.
