Menu Trends in the Quick Service Restaurant Industry During the Various Stages of the Industry Life Cycle (1919-1988)

Abstract

The primary objective of this study was to trace the menu trends that were dominant during various stages of quick service restaurant industry's life cycle. The product life cycle (PLC) is the foundation upon which numerous strategic-planning concepts are based (Sirkis & Race, 1981). Analysis of the menu trends, past and current, and the contributing factors could be helpful in understanding emerging menu trends and the importance of relevant environmental factors. Since success of a quick service restaurant corporation is closely associated with the main menu product it offers, understanding the affects of environmental factors on menu trends is essential for developing appropriate long-term strategic plans.

The product life cycle has been used extensively by practitioners as an analytical tool to understand sales trends and market potential. Historical forces shape the future growth of organizations. Therefore, organizations'ability to develop and survive through the various stages of PLC depend on the information available to them and the efficiency of their learning process.

Results from this study indicated dominance of various menu products during different stages of Quick Service Restaurant (QSR) industry's PLC (pre-introductory stage, introductory stage, growth stage, and maturity stage). Environmental factors that contributed to the major menu trends during the various stages are identified. The present study also includes emerging trends in fast food menus and the relevant environmental factors. The major menu trends and the contributing environmental factors were summarized and illustrated. Key Words: Quick service, menu, life cycle, foodservice, trends.

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