Exploring customer satisfaction with the healthier food options available at fast-food outlets in South Africa

Abstract

The South African fast-food industry is growing steadily, and so is the trend towards healthy eating. South Africans are becoming more aware of what they put into their bodies and not only do they want to consume meals that are quick and convenient, but they also want to ensure that what they are eating offers nutritional benefits. Although fast-food outlets have responded to customer demand by adding healthier food options to their menus, customer satisfaction regarding these options has not been investigated sufficiently in South Africa. The purpose of this study was to explore customer satisfaction with the healthier food options available at fast-food outlets in South Africa. An extensive literature review was conducted on the South African fast-food industry (the link between fast-food and obesity was noted, followed by a discussion on the trend towards healthy eating) and customer satisfaction. An empirical study was conducted, in which data was collected from students studying at the University of Pretoria by means of self-administered questionnaires. The study followed a mixed method approach, incorporating both qualitative and quantitative research in order to satisfy the research objectives. The results of this research study indicate that there is a high level of satisfaction amongst South African customers with the healthier food options available at fast-food outlets.