Are Customers Satisfied With Healthier Food Options At South African Fast-Food Outlets?

Abstract

Fast-food consumption has been a staple for many people; however, due to rising health concerns, there has been an increasing interest in the consumption of healthier food both in South Africa and elsewhere. Many consumers are demanding better quality foods that offer nutritional benefits. This global trend has led to fast-food outlets adding healthier food options to their menus. Limited literature exists on customer satisfaction with regards to the food quality of these healthier food options. Therefore, the purpose of this article is to determine the level of customer satisfaction with the food quality of healthier food options available at fast-food outlets in South Africa. The study followed a mixed method approach, whereby a self-administered questionnaire was distributed to students at a residential South African University. The results indicate that South African consumers are highly satisfied with the food quality of the healthier food options at fast-food outlets.