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[...] The new generation cannot, on its own, reinvent an entire model. The future of fast food will depend on several criteria and especially on its ability to offer food that is both quick, healthy, and responsible. It is likely that a model that is not completely rethought but more hybrid will emerge in the coming years, which would not impact the identity of the brands. However, today, we can be sure that the TikTok generation will continue to influence brands and food trends. [...]
[...] Can TikTok Generation Save Fast Food? : Between New Food Expectations and Marketing Strategies CAN TIK TOK GENERATION SAVE FAST FOOD? Between new food expectations and marketing strategies Summary Introduction Context Toward New Food Expectations The role of social networks Problématique Announcement of the plan Part A new generation more attentive to its diet Influence of networks, healthy content on TikTok Progressive rejection of ultra-processed foods Rise of vegetarianism and flexitarianism A generation waiting for quality and speed Part How fast food adapts to meet these expectations Diverse menus: better alternatives for health The importance given to origin and quality of ingredients A better consideration of the environment: CSR, reduction of packaging An adaptation motivated by ethics and numerous competitors Part TikTok, a powerful lever of food trends among consumersconsumers Viral recipes, impacts on sales The role of influencers in consumer preferences The bad buzz that can threaten the brands The TikTok-friendly marketing strategies initiated by fast-foods Part A real transformation or a marketing lever? [...]
[...] In addition, consumers, as we have said above, are increasingly concerned about environmental issues. Fast foods have understood that this represents an interesting growth opportunity, but also a way to win over more young consumers. Thus, the chains no longer use almost any plastic material for their packaging, they highlight recyclable alternatives, as well as an active policy of reducing waste. They are also developing partnerships with reputable companies known for their strong environmental commitments. Of course, the adaptations and numerous changes being made are not solely motivated by a desire to protect the environment. [...]
[...] Fast-foods are also doing everything to develop their own viral campaigns, with challenges, exclusive recipes, or collaborations with the favorite influencers of the youngest. The question that arises then is whether it is ultimately a real transformation or a simple marketing lever. To what extent are influencers sincere? Part A Real Transformation or a Marketing Lever? Certainly, these developments seem promising at first glance, but the question of whether it is a real change is more relevant than ever. Thus, are fast foods undergoing real transformations or just adapting their discourse? There are certain initiatives that have a real impact. [...]
[...] Their consumption becomes more responsible. This new trend is accompanied by a growing trend towards vegetarianism, veganism, and flexitarianism. By 2026, there are increasingly young people who want to drastically reduce their consumption of meat, for health reasons but not only. Ethical and environmental reasons are also taken into account, this generation is more concerned about environmental issues. New consumers are therefore looking for alternatives to traditional foods. They consume more plant-based products, proteins, and in general, organic products, with defined and recognized labels, products that are more respectful of the environment. [...]
