by Paul Lines

Created on: June 16, 2009   Last Updated: June 20, 2009

I am convinced that there is a case for reporting the promotional material of fast food marketers to the advertising or trading standards commissions. When I sit in my chair and compare the pictures of the meals on fast food promotional literature that has come through my door, or the images that have appeared on the TV screen, with the actual meal that has been delivered, the difference between the two is often so marked that one has to wonder whether the food meal came from the same place.

The TV and direct mail promotions of the fast food industry show mouth-watering photos of thick burgers with fresh salads or other dressings in a reasonable sized bun. The pizzas displayed are colourful and look rich in flavour and uniquely appetizing. Even the curries are laid out in a superbly designed manner on a plate and presented against an appropriate setting. Indeed the background for all fast food promotion is designed to provide images of happy family dining experiences, both in outdoor and indoor settings.

However, the reality is often so very different and usually that experience is negative in comparison, irrespective of whether one dines within the fast food outlet or has a take-away or home delivery.

Burger meals tend to be delivered wrapped in grease-proof paper and placed in drab looking paper bags. Even if eating in the restaurant the meal is just placed upon a tray, with no plates provided in many instances. How deliver pizza, Indian and Chinese foods are present in plastic carrier bags or cardboard boxes. Moreover, when one unwraps the food the content itself is all too often a disappointment in comparison with the photos. Burgers tend to be flat and small, providing a maximum of two or three bites. Fries and thin and tasteless and pizza are often mundane and unattractive.

Therefore, what is the reason for the difference between the promotional appearance of fast food and the actual experience? In a few words it can be put down to marketing and temptation.

One of the key elements of the differential between the promotional images portrayed and the actual meal can be put down to the manner in which the meal is produced. Unlike the rapid and mass production processes used in a fast food outlet, the meals used within the promotional material is individually produced and specifically designed to show the maximum quality possible.

The sole purpose of marketing is the need to influence customer buying behaviour. Customer decisions are based upon a number

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