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who is concerned about their health and has acted as a wake up call to a relatively small number of other consumers but, as stated earlier, the question is what impact has they had upon the fast food industry.

Statistics from the National Restaurant Association in the US showed that in 2006 fast food sales rose by 5%. This followed a 5.6% growth in 2004.Early indications are that in the two subsequent years, partially as a result of the current global economic crisis, this growth rate is continuing if not improving. Conversely US population statistics show a total 4.34% rise for the years between 2000 and 2006, with the 2007 increase being around 1.95% and 2008 0.74%.

These statistics show that consumption of fast foods is exceeding the numbers of people available to eat them, which suggests that in terms of individual consumption levels, despite their worthy efforts 'Fast Food Nation' and 'Super Size Me' have at best had a limited effect, but nowhere near the impact that the authors had no doubt hoped to achieve. Whilst there is little doubt that consumers are more aware of the dangers of fast food as a result of the media attention focused on these two items, to date at least they do not appear to be having a significant impact upon consumption habits or the growth of fast food outlets.

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