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Fast food business in Sweden continues to be buoyant despite health scare associated with themSaturday, 18 February 2012
Recent studies have shown that the Swedes are getting fatter and this has been blamed on the increased consumption of unhealthy or fast food. As such, there have been increased campaigns to educate people on the dangers of eating fast food. Has that had any effect? Nej!
The Swedes despite all this still stuff in junk food like never before. Swedish hamburger giants hit new sales records - where friendly healthy accessories is claimed to have attracted customers but in the end still, they choose the traditional “unhealthy” menus.
In the big burger chains' new healthy range, customers tend to forget about the link between calorie-fuelled menus and increasing obesity. Green options and burgers composed of trend diets also attract new customers.
This has meant that the burger makers are seeing breaking sales levels which increases significantly.
Hamburger chain Max increased sales by 18 percent to more than Skr1.4 billion last year compared with 2010, as new branch start-ups and line extension increased.
Swedish McDonald's has not released its financial statements yet, but in 2010 it increased sales for the fourth consecutive year. Already, 2011 has been deemed a record year according to Frida Berg, press officer for McDonald's Sweden.
Globally, the chain is increasing significantly, by ten percent to sales of $ 6.8 billion.
It is not only healthy menus that lift sales figures, even the old heart attackers still sell better.
“I also think that the new profile helps. The useful accessories make the whole concept feels healthier, whether you choose to eat them or not,” said Richard Tellström, food scientists at Örebro University.
Greater range and more options will increase profits and expand customer base, but does not necessarily contribute to the customers in general eating more healthily, according to Inga-Britt Gustafsson, professor of culinary arts.
“It is probable that those who choose whole grains and vegetable alternatives would have been eating more fiber and vegetables anyway, she said.
The issue according to her is that while people still usually have french fries and soda as the default in their menu. This makes it according to Richard Tellström that people would still buy less of the fatty and sugary if it is was not automatically included.
Therefore despite the Likes of McDonals trumpeting the tunes of eating less fats and sugar, this is still defecto included in their menu as such consumers cannot escape that.
Both Max and McDonald's also increased saw increase in their profits in 2011. McDonald's total operating profit rose 12 percent to over 27 billion dollars while Max gained by over four percent to Skr142 million last year.
Burger King has no figures for the Swedish market yet, but during the THIRD quarter, sales in Europe were up by three percent and no indications that the trend would be different in Sweden.
Authorities here say that much of the increase has to do with the customer base driven by the new generation of customers.
The chains are suing various strategies to expand recruitment of new customers from an early age, as the oldest that grew up with the chains are now in their fifties. It takes a long time for a food to enter the market, and hamburger chains should reach its peak in 20 to 30 years in so that they would have extinguished most of the population's lifetime.
Therefore the current youthful population will grow with its own brand of recipe of food.
By Scancomark.se Team
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