The big FAT problem by Harriet Drohan

the big

fat problem Harriet Drohan 1

The Big FAT Problem: a look into what drives us to eat what we do.

word count: 7684

1 A 3 M 4 5 7 9 11 Y 14 15 16 20 21 25 A 28 29 31 34

44 A 80 RE 83 ILLU 85

A Healthy Appetite Methodology Food Evolution Get Big or Get Out

Corn Syrup

But What About Britain?

You Are What You Eat

Food Culture Fat on The Brain

Would You Like To Supersize That?

Food Cues

Wishful Shrinking

A Finger of Fudge

Food Trends Eating on Your feet Stuck in a Rut Food For Thought

APPENDIX REFERENCES ILLUSTRATIONS BIBLIOGRAPHY

Image 1: First McDonalds restaurant in Michigan. (Lansing, n.d.)

A Healthy appetite When I need to eat quickly, on the go, I often think that I don’t have enough time for a proper meal in a restaurant or café, so I weigh up the ‘on the go’ options. But by the time it takes me to decide whether I should have a McDonalds or a sandwich (and then which sandwich to choose), I could have sat down to eat somewhere nicer and more wholesome for a similar price anyway. This often makes me wonder why there is no high street food franchise for someone like me to eat at; someone who wants to eat healthily, quickly and for a fair price. I was shocked to discover that, in 2010 62.8% of adults (aged 16 or over) in the UK were overweight or obese and 30.3% of children (aged 2-15) were too (Department of Health, 2012). I knew that the USA had serious issues with obesity related problems but I had not expected to see that the UK was following in its steps. As a child I don’t remember there being this much stigma around being fat or even seeing that many people who were overweight. But now it has become second nature for me to look at a magazine and it have pictures of overweight women on the cover, go shopping and find there is a shop aimed at plus size women or even walk past women double my weight at half my height! People have even likened the obesity epidemic to the controversy around the attitudes towards tobacco (Layton, 2009)! I found it shocking to hear that India’s diabetes rate was projected to increase by 134% from 2000-2030 (University of California, 2010)! All of this begs the question – what has caused us to eat like this? Why are we letting our weight and health balloon out of control?

Despite the public opinion of obesity (Ogden, 2003) and of who is healthy and unhealthy, it is not just the people who are outwardly large that suffer from the effects of being fat. People who eat unhealthy foods may appear to be thin but their organs may be swimming in an internal fat- known as visceral fat (Harvard Health Publications, 2006; Goodpaster, et al., 2010). These people are sometimes referred to as being ‘skinny fat’ and do not suffer the social stigma surrounding obesity so may lack the motivation to eat healthy (The Men Who Made Us Fat, 2012a). However, visceral fat has been linked to numerous dangerous health concerns (Harvard Health Publications, 2006; Goodpaster, et al., 2010). It has even been argued that visceral fat may be worse than subcutaneous fat (Goodpaster, et al., 2010). This shows that it is not just the over-weight who should worry about the foods they eat but in fact everyone! A few key changes to food production have led to years of over consumption and the value of food declining (Draper, 2001; Reshanov, 2012). Companies like McDonalds and Coca Cola have made things larger and more calorie dense and increased consumers trust in their brands by offering better value for money (The Men Who Made Us Fat, 2012b). In turn, this is reflected in the supermarkets, where we often see massive discounts or savings on salty, sugary or fatty foods, often snack foods or ‘expendables’. This snacking phenomenon was created by a handful of rivalling companies trying to make their product appeal to a larger market by creating a new time of day to eat. Naturally our brains get stimulated by things we like and don’t like and food is no exception. Advertising companies use this to stimulate our brains with visual cues constantly: when we are shopping, driving down the motorway, on the internet, we are never that far away from a cue to remind ourselves to eat.

Methodology For this type of research report, I felt it was important to have both qualitative and quantitative data to cover both the scientific and social sides of this topic. After receiving 61 respondents on my initial survey, I could see it was not supporting or emphasising the points I wanted to find out enough. This could be due to not having piloted the survey at first or the qualitative and open nature of the questions. I then released a more concise questionnaire giving a more balanced answer base for the respondent. I piloted the second questionnaire to 4 people to see if I had made the same mistakes and then released the questionnaire but still felt the last question ‘Do you purchase ‘diet’ or ‘low-fat’ foods with the mindset that they are going to aid you in losing weight/being healthy?’ was leading. Even though I gave the option for ‘other’ (and for them to write a response) some people may have selected no because they didn’t purchase diet food rather than no they didn’t buy diet food in that mindset. Following this I carried out a focus group with a reasonably broad range of 8 consumers from age 16 – 59 to get a more natural and immediate response to the questions, where as the online questionnaires offer a more thought out and considered response – so maybe not a true reflection of their thoughts.

To help me understand what makes a successful and healthy fast food franchise, I e-mailed Hale and Hearty and I arranged an interview with Edwin Bragg, the marketing and PR director for Shake Shack. They both helped me to build a picture of how they approach business and their values as a food retailer, but I feel that Shake Shack didn’t always answer my questions directly and often repeated the same points for each answer. The interview was useful for gaining an idea of how company values can affect the consumer’s opinion of a company.

I used a range of secondary research methods, including: documentaries, books, articles, websites, blogs and scientific journals. They were useful for different reasons but certain sources were very important in my initial research. I felt the BBC documentary ‘The Men Who Made Us Fat’ was a very good overview of the timeline of changes in food and the way we eat; I used this as the initial basis for my research. I found the book Fast Food Nation by Eric Schlosser very useful for an insight into the world of fast food and what goes in it, advertising, food technologies and manipulation of our natural responses. They had a variety of interesting points that I may not have considered otherwise that I could then research more thoroughly.

1 C H A P TER

FOOD evolution

Image 2: Corn Fields (Shiraishi, 2012)

Get big or get out

Over the last 50 years, there have been several key changes in farming and sustainable agriculture that have affected the way we eat and what goes into our food (Reshanov, 2012; Lustig, 2009; Draper, 2001; European Food Information Council, 2013). In the early 1970’s, in the USA, President Nixon faced opposition from housewives as food prices were soaring, farming output was limited and the country was deep in the Vietnam War (The Men Who Made Us Fat, 2012a). In 1971 Nixon hired a man called Earl L. Butz as the Secretary for Agriculture (Lustig, 2009; Philpott, 2008) and together, they wanted to take food off the political agenda and make it affordable once again (The Men Who Made Us Fat, 2012a). To do this, Butz adopted the motto “Get big or get out!” and applied a fence row to fence row farming system – it was the birth of industrial farming as we know it (The Men Who Made Us Fat, 2012a; Lustig, 2009). What were they growing? Corn and lots of it. Butz aimed to end the land retirement programmes of previous decades and increase farm exports, telling farmers that he could sell the surplus overseas. This was crippling farmers due to low stock prices forcing them to grow more to put their stock numbers up (Philpott, 2008). During his time in office, Nixon repealed sugar import quotas and this made high fructose corn syrup cheaper than sugar when it was introduced to the market again in the early 1980’s and it has remained this way (Hurst, 2010; Philpott, 2008). Due to the industrialisation of farming, cultivated land hasn’t had the chance to replenish its nutrients to grow crops for the next season. Instead, farmers are using chemicals such as nitrogen compounds (NPK – Nitrous, Phosphorus, and Potassium) (Windcrest Farm, 2005) to fertilise the soil (Tansey and Worsley, 1995). This, alongside out of season and over farming, is causing the nutrient density of crops to decrease. In the UK, reduction in mineral content has occurred right across the country and over 60 years, government figures have shown that ‘The average fresh vegetables in our diet in the 1930’s , weight for weight, contained 50% more minerals than it does in the 1990’s.’ (Draper, 2001).Over the last 20 years, 100-140 million hectors of land have been lost due to over cultivation and fertilisation leading to land degeneration (Tansey and Worsley, 2005). The reduction in the nutrient density of our food (Draper, 2001; Karr, 2003) paralleled with lifestyle changes (Tansey and Worsley, 2005; Schlosser, 2002; Smith, 2002), has led to a rise in degenerative disease, effects on energy level and a reduction in vitality causing more people to suffer from escalating ME symptoms and low immune system strength (Draper, 2001).

Corn Syrup ‘ M o r e b a d p r e ss t h a n m e t h a m ph e ta m i n e ’ ( h u r s t , 2 0 1 0 )

The use of high fructose corn syrup (HFCS) was first introduced to the American market in 1956 (Reshanov, 2012) but it didn’t take off in the American market until 1975 as an industrial sweetener (The Men Who Made Us Fat, 2012a; Lustig, 2009). It was a third cheaper than sucrose and soda companies were willing to potentially lose customers over taste as they would make two thirds more money per can (The Men Who Made Us Fat, 2012a). Because of this change, amongst others, since its introduction HFCS has had a detrimental impact on the health of the US; ‘obesity rates have more than tripled and diabetes incidence has increased more than seven fold’ (Hyman, 2011). As you can see in Figure 1, the sweetness index of fructose is higher than that of sucrose (Reshanov, 2012), so when companies began replacing the sucrose in their products with fructose in the late 1970s and early 1980’s, you would have been easily fooled into thinking that they would use less fructose. In fact they used more (The Men Who Made Us Fat, 2012a)! The American diet has dramatically increased in the amount of fructose it contains; by the mid 1980’s HFCS had replaced sugar in the caloric-sweetener in around 50% of the market in the US (Tansey and Worsley, 1995; Grice and Lawrence, 2008).Fructose consumption in the American diet over the last 100 years has increased by an estimated 40lbs annually since WWII (Lustig, 2009).

Figure 1: The relative sweetness index of Sucrose, Glucose and Fructose. [Own Image created using: (Ophardt 2003)

The concern with this is the direct correlation of increasing obesity alongside the use of HFCS in food production (Lustig, 2009). Not only does HFCS add numerous extra calories to diets around the world, it also appears to stimulate the appetite by suppressing the hunger hormone ghrelin whilst not stimulating insulin secretion, which tells you that you don’t have enough energy. As a result of this your stomach does not relay the correct messages to your brain leading you to eat more because you think you are hungry (Grice and Lawrence, 2008; Lustig, 2009). Unlike with glucose, the body is not designed to breakdown large amounts of fructose so it accumulates in the liver. The liver converts it to undesirable by-products, 30% of which is converted to fat (Hyman, 2011; Lustig, 2009). Despite the correlation between obesity and HFCS in our food, there is no real evidence to suggest that there is a direct link; Hurst describes it as having ‘more bad press than methamphetamine’ (2010). This is in part due to it being in so many high calorie foods it is difficult to tell whether it is the calories or the HFCS that is causing weight gain (Fitday, 2011) and a lot of controversy and ‘hype’ around its true effect on the body (Reshanov, 2012; The Healthier Life, 2004; Hyman, 2011).There are many studies that nudge towards HFCS being linked with obesity and from where I am stood, it seems extremely likely that coupled with cultural and lifestyle changes HFCS has had a hand in the rise in obesity. A study at the Pennington Biomedical Research Centre at Louisiana State University helped confirm my opinion of this (The Healthier Life, 2004; Appendix 1).

8 Image 3: Foreign Coca-Cola Sign. (Spriteboy42 [Pseud] 2012)

Image 4: Macro photograph of a pile of sugar. (Andler, 2006)

but what about britain?

In the 1970â&#x20AC;&#x2122;s heart disease was more of a health concern then obesity, but nobody knew what cause it: Salt, sugar or fat (The Men Who Made Us Fat, 2012a)? Ancel Keys, an American nutritionist, spent a year in 1952 in the UK observing the British diet. From this he decided that saturated fat was the culprit for heart disease (which was prevalent in the UK at the time); this was widely and gladly accepted by the masses and especially by the food industry (The Telegraph, 2004; The Men Who Made Us Fat, 2012a; Yudkin, 1972). John Yudkin disagreed; he published a book called Pure, White and deadly outlining the dangers of sugar in 1972 which contested Keysâ&#x20AC;&#x2122; theory. He pointed out that sucrose only came into the diet about 8 generations ago and that was the greatest change in our diet since this but his theory but was discredited. This left us to consume greater and greater amounts of sugar (Lustig, 2009; The Men Who Made Us Fat, 2012a).

Figure 2: HFCS in Bread, Own Image created using: (Lustig, 2009)

Professor Lustig (2009), says how a man (in the US) contacted him to say that when we went to his local convenience store, only 1 in 32 loaves of bread did not contain high fructose corn syrup.

Figure 3: HFCS Consumption, Own Image created using: (Hope, 2012)

The UKâ&#x20AC;&#x2122;s HFCS consumption is only estimated at 1lb per person annually but sugar consumption is much greater, at 88lbs per person per year. Professor Stanley Ulijaszek, who led a recent study at Oxford University, warns that sugar of any type is strongly linked with diabetes (Hope, 2012; Figure 3)

Image 5: 1964... check out that check out! (x-ray delta one, 2010)

You are what you eat Meanwhile, back in the UK, the idea of American style fast food was slowly filtering over the Atlantic but before this could fully take off, a new product was getting more and more popular. In the early 1970’s Britain’s love of the freezer was well underway (Warde, 1997; The New Ice Age, 2011), it meant that housewives could take a pre-prepared meal out of the freezer and stick it in the oven and save themselves a great deal of work, this was called ‘the golden age of food processing’ (Schlosser, 2002: 113). Advertising companies took the opportunity to use the new appliance as the housewife’s best friend by creating usually difficult or lengthy recipes into a small frozen package, which could be made on mass (Warde, 1997; Smith, 2002). It meant families could have a freezer full of meals ready to eat, that would still taste as fresh as the ones mum has to go shopping for every few days (Schlosser, 2002). The problem was that nobody knew what was in these meals but the reality was the sugar and salt consumption was rising (The Men Who Made Us Fat, 2012a). These meals were packed full of salt, fats and saturated fats, preservatives and sugars (Weingarten, 2009; Supermarketnews, 2012; The New Ice Age, 2011). Most pre-prepared low-fat foods contain high amounts of sugar and salt to compensate for the bland taste of the foods without fat (The Men Who Made Us Fat, 2012a; Lustig, 2009). Dr Alice Pegg, a food scientist, offers a very simple explanation for this: Fatty foods are popular and taste good because fat isn’t soluble in water (or your mouth) so the taste remains there. The taste of the food you like will linger in your mouth

in the fat, leaving you feeling satisfied with what you have just eaten and sometimes wanting more. She says when low-fat foods started to appear on the market it didn’t matter what replaced the fat, it just mattered that it was low in fat, so food started being pumped full of sugar to make up the flavour (The Men Who Made Us Fat, 2012a). People were so pleased with the idea that food no longer contained fat or put them at risk of becoming fat that it flew off the shelves and the general idea was that they could eat as much of it as they wanted (The Men Who Made Us Fat, 2012a). In a survey by Supermarket news it says that 88% people choose packaged foods based on flavour and taste. This means that these 88% of respondents are choosing salts, fats and sugars over true ‘nutritional value’ (Supermarketnews, 2012). As confirmed by my focus group (Appendix 5), some people are still choosing the ease of a ready meal, or a mix between this and home cooking. This shows that it has become a part of our culture to eat in this way even if it may not be the healthiest option.

a pleasure, a relief, a welcome technical fix for the working woman’s double burden: feeding the family as well as the bank balance

(Raven et al. in Dixon, 2008: 112)

2 C H A P TER

FOOD c u l t u r e

Image 6: White Matter Fibers, HCP Dataset Red Corpus Callosom (The Human Connectome Project, n.d.)

fat on the brain In modern, more westernised, societies, people often forget that food is simply a requirement to provide the nutrition that we need to survive. Due to changing attitudes over the centuries, where we consider our basic needs as an assumed right rather than as something we strive for, food, in many ways, has become a tool to reward, entertainment and to stimulate us rather than to fuel the body (Layton, 2009). The increased availability and variety of food has allowed for food to be specialised and tailored in order to stimulate the brain in particular ways, such as to reward and to punish (Warde, 1997; Smith, 2002; Ogden, 2003). Much of the scientific research that has been carried out surrounding how we deal with food has focused on food in the body but the real question is: Whatâ&#x20AC;&#x2122;s going on in our brain (Layton, 2009)? Studies have shown that foods high in fat, sugar and salt can alter the brains chemistry so that we feel the need to overeat (Sharma, et al.,2012; Layton, 2009). Instead of quenching hunger, these fats, sugars and salts stimulate the brains desire for more food (Layton, 2009). The food industry manipulates the brain by creating food with a high content of these ingredients to make us eat and buy more (The Men Who Made Us Fat, 2012a). The consumption of these food products stimulates our brain to release dopamine, a neurotransmitter associated with the pleasure centre (Sharma, et al., 2012; Layton, 2009). The repetition of this process causes dopamine pathways

to become entrenched to the extent that the pleasure centre lights up at even the suggestion of food. After the lust for eating food has been quenched, opioids are released from the brain, bringing emotional relief. Interestingly, these processes do not require the consumer to actually be hungry (Layton, 2009). It is obvious why food companies choose to include large quantities of these ingredients in their products and also why food related advertising is so abundant (Lustig, 2009). These neural pathways are firmly forged in our brains throughout our childhood. From a young age we are taught that certain foods are rewards and others are a chore. For example, a child may be rewarded with dessert if they finish their vegetables. This enforces the idea that the dessert is a positive whilst the vegetables are an intrinsically negative food. It has been proved that the use of food as a reward increases preference to that food and acceptance of it (Ogden, 2003; Smith, 2002). In the long run, this may lead people to associate different foods with different emotions (Tansey and Worsey, 1995; Smith, 2002). A study found that more people associated soup with loneliness and dessert with happiness (Smith, 2002). These associations with food may also be linked to the way in which people often form extreme aversions towards certain ingredients (like gluten or certain vegetables) (Tansey and Worsey, 1995) so that they will unnecessarily completely avoid them in their diet (Balzer, n.d.). 16

Image 7: Can there be a happy meal for everyone? (A Scribe From Beneath, 2012.)

Would you like to supersize that?

The idea of supersizing food has become a phenomenon; we are using ourselves to conduct an uncontrolled scientific experiment (Hyman, 2011). After working in the Cinema business for almost 40 years, David Wallerstien was tasked with boosting the sales of popcorn and soda. He observed consumer habits and came up with the idea of selling a larger size serving of popcorn for more, far more than the cost of the extra popcorn. He rolled out the same principle with soda and ice cubes and profits soared (The Men Who Made Us Fat, 2012b; Daniels, 1993). He was then head-hunted by McDonalds and encouraged Ray Kroc, the founder of McDonalds as we know it, to start selling larger portions of fries and soda to the public. Kroc, however, did not believe that the consumer needed or indeed wanted more food; but with pressure from Wallerstein (Rosenthal, 2012; The Men Who Made Us Fat, 2012b), Wallerstien convinced Kroc to let him test his ideas in a Chicago Branch (The Men Who Made Us Fat, 2012b). Kroc sat in the branch where the consumers were offered bigger servings (Daniels, 2003) and was surprised by the reception (Rosenthal, 2012; The Men Who Made Us Fat, 2012b). He felt it proved that consumers wanted more but didnâ&#x20AC;&#x2122;t want to go back for two portions or to look gluttonous. In 1972 a larger portion of fries were introduced; this presented perceived value for the consumer and created huge profits for McDonalds (Schlosser,2002; The Men Who Made Us Fat, 2012b; Rosenthal, 2012).

If you take on sodium and loose water it makes you thirstier so you drink more Coca-Cola

Figure 4: The Coca-Cola Conspiracy, [Own Image created using: (Lustig, 2009)]

Coca-Cola contains: Caffine - a diarrhetic Salt - makes you thirsty

For McDonalds and soda companies like Coca Cola, the idea of offering more for less has become uncontrollable (Schlosser, 2002). In figure 4, you can see the different sizes of Coca Cola available to the market over time and the amount of ‘sugar’ that they contain (note the switch from sucrose to HFCS in the early 1980s, making the beverages sweeter) (Lustig, 2009; Schlosser, 2002). These are available through fast food chains like McDonalds so when coupled with Wallerstien’s other innovations to sell more produce, everything is much larger then we need (The Men Who Made Us Fat, 2012b).

By making products larger and offering the consumer more for their money, fast food brands cleverly build a loyal relationship with the consumer (Allday, 2013; The Men Who Made Us Fat, 2012b). The consumer feels like the brand is looking out for their pocket by offering them more for their money (Rosenthal; 2012; Lustig, 2009; McKenzie, n.d.). In actual fact, fast food chains purchase Coca Cola syrup for $4.25 a gallon (£2.71) and for every medium coke they sell, they make approximately 93% profit and for every large approximately 92% (Schlosser, 2002). This clearly doesn’t offer the consumer value for money and although it may seem obvious that large companies will have a high mark up; I wonder how many consumers realise how great the mark up is and if knowing this would change their mind about brand loyalty and the ‘value’ they think they receive.

Unfortunately this isn’t by accident, this is apparent when a top executive told the New York Times; ‘”We at coke are thankful, that people like drinks with their sandwiches.”’ (Schlosser, 2002: 54). But soft drink companies deny any direct correlation between the sugar consumption and the rise in obesity. They say that evidence suggests obesity is caused by people consuming too many calories and not being active enough (Allday, 2013; Ogden, 2003) to burn them all off, and their soft drinks, especially non-diet ones, certainly do contain calories. Susan Neely of the American Beverage Association says it’s comparable to: ‘“Because you go in the ocean, you’re going to get bit by a shark”’ (in Men Who Made Us Fat, 2012a). She isn’t wrong, our desire for more value for money coupled with our changes in lifestyle has led us to become the way we are and eat the way we do.

Image 8: Food Cues Moodboard. (Sources: Crooked Brain, 2011; BuzzillaBlog, 2010; Tajik, 2011)

Food cues

Ideally, humans should only eat when they are hungry; our bodies are well equipped to tell us when we require refuelling- with signs such as a rumbling stomach or light headedness (Avena, 2013). Naturally, throughout our lives, we are conditioned by our brain to respond to certain stimuli- for example, when we see others eating, when we notice that itâ&#x20AC;&#x2122;s lunch time (Smith, 2002), or when we go to visit Grandmaâ&#x20AC;&#x2122;s house smell her apple crumble (Avena, 2013; Midwest Weight Control, 2013). People also learn to associate foods with emotions so may eat certain foods when stressed or unhappy and others when in a good mood (Eating Well, n.d.; Carolyn_r [pseud.], 2012). Although we may not think about or notice these cues in day to day life, advertising companies exploit the way our brain can be conditioned in this way by surrounding us with external cues that encourage hunger towards their products (Tansey and Worsley, 1995). As a result of this, companies are able to manipulate us by telling us we need more of something to make us be or feel a certain way (The Men Who Made Us Fat, 2012a; Ogden, 2003). 20

clean

well

exercise health

body

nutrition recommended naturalgreen

determined

lifestyle

detox

modern

diet

fit sleep

purity

happy athletic positive

good

vegetable appropriate strength able

nutrients

Stable

balanced Energetic active fresh

wholesome

VITAL slim

Figure 5 – Consumers Ideas of ‘Healthy’ [Own Image created using: (Appendix 3)]

Wishful shrinking Supermarkets, packaging and the deception of labelling all play a huge role in why we eat what we do and why obesity is a growing problem in the UK (The Men Who Made Us Fat, 2012b; Dispatches, 2013b). As supermarkets moved away from their traditional role as providers of groceries to the masses and towards offering the consumer value on a range of new types of convenience foods, the nutritional value of the average consumers shopping trolley declined (Warde, 1997). Kantar World Panel found that a quarter of consumer spending in a supermarket was on foods that they bought under the impression that they were healthy; this has grown about 20% in the last 6 years (The Men Who Made Us Fat, 2012b). In actual fact, foods that are sold as ‘healthy’ often contain just as many calories as standard products (Supermarketnews, 2012). Figure 5 shows what words consumers said when asked “Can you give two words to describe ‘healthy’?” (Appendix 3) I found this quite difficult to define and I wanted to see what other people would decide healthy meant to them.

Advertising companies pick up on the consumers desire to be healthier so claim that products are ‘a high source of fibre’ or that they ‘contain real fruit’ (Buzzback, 2012; The Men Who Made Us Fat, 2012b). When in reality, compared to unprocessed products (those that naturally contain high percentages of such nutrients), the actual content of such nutrients could be miniscule despite being used as a key selling point for the product (Supermarketnews, 2012).

330ml Can of Coke McDonalds Big Mac Krispy Kreme Donut

VS.

Innocent Smoothie Pret-a-manger no bread lentil salad Eat granola pot.

Figure 6 – Good Vs Bad: Lunch Calorie Comparison. [Own Image created using: (The Men Who Made Us Fat, 2012c)]

The general attitude of consumers towards food brands that are advertised to be healthy (such as Innocent) is that they don’t contain as many calories or fats as foods that are deemed to be more processed and artificial (such as Coca Cola). This means that consumers feel that they can eat or drink as much as they want, without it being detrimental to their health or weight, providing that the product is supposedly ‘healthy’ (The Men Who Made Us Fat, 2012a). However, Jacques Peretti (The Men Who Made Us Fat, 2012b) demonstrates that, in fact, food that we would grab as lunch on the go as a healthy option is actually no less calorific than food we demonise as being unhealthy (Figure 6). The focus group I led agreed that advertising on food could either be misleading to others or has misled them in the past (Appendix 5). A member of the focus group described how he may have been misled: you don’t really look at what’s in it if it says it’s healthy. I think I probably would be more inclined to buy something that said it was healthier or organic or that kind of thing… because it usually means it is healthy.

18% No, its the retailers responsibility 12% No, there shoudln’t be a choice 25% Yes, its up to the retailer 58% Yes, its the consumers choice

Another sales tactic that has been widely adopted and normalised by large retailers over recent decades, is the selling of ‘multi-buy’ or discount offers on products. Products that are usually sold in this way are known as ‘expendables’ and have a larger capacity to be consumed at any time of the day as they do not fall within the rules of meal times. This wrongly encourages consumers to purchase and eat more unhealthy food than they perhaps would usually by playing on their weakness for value and compulsion to binge on whatever they buy with a lack of conscious thought (Dingemans, 2009). When I asked consumers (Appendix 3; Figure 7) with whom they thought the responsibility for the buying and consumption of such products lay, 58% agreed that it was down to the consumer to decide if they should be eating these products. Whereas only 18% agreed that it was the retailer’s responsibility and 12% agreed that the consumer shouldn’t be given the choice to buy unhealthy foods that are sold in this way. This shows that instead of limiting the availability of unhealthy choices, consumers should be more educated in order to change people’s attitudes towards eating patterns and what they should be eating. 23

Image 9: The forbidding snack isle of a mordern supermarket (Sources: Clavicle, et.al., 2011)

Do you think supermarkets should continue promoting ‘bulk’ or ‘multibuy’ selling on unhealthy/high fat or high sugar foods?

Figure 7 – Questionnaire Result About Multi-buy Habits. [Own Image created using: (Appendix 3)]

‘As supermarkets moved beyond their variety store heritage during the 1960s, they became purveyors not simply of groceries but of the three C’s “Convenience, cleanliness and consumer choice.”’ (Humphrey in Dixon, 2008: 111)

In the midst of rising obesity, a niche consumer’s weight loss as they do not was created: diet companies. These approach the problem of snacking or companies make bold claims using bad habits. In reality, as Dispatches celebrity success stories to boost (2013b) proves, the products are often their membership numbers and line more expensive, smaller in weight or their pockets. In a short documentary, size, full of chemicals, highly processed Dispatches (2013b) investigated the and contain more or the same amount renowned dieting company Weight of salts, fats and sugars. These are Watchers and discovered that really, all misleading the consumer to buy consumers aren’t getting the help they the Weight Watchers products out of need to lose weight. 2 million people a ease and trust. Equally the ‘pro-points’ year now turn to Weight Watchers and it system they have developed allocates was worth £1.1 Billion a certain amount of in the UK in 2011, pro points per day and but when Dispatches the consumer is left (2013b) researched to eat whatever they ‘”Are you aware of the success rates of can fit into that. This the diet brand the consumers using leaves the consumer Weight Watchers?” their service, only a free to eat as many small percentage, 3 ‘toffee sundaes’, worth “I live on Planet in around 75 people, 3 pro points, with no Earth don’t I?”’ reported that they kept regard for a balanced (Dispatches, 2013b) the weight they lost diet and it offers them off. The documentary no nutritional value. shows us secret In addition, people filming at meetings, including diet foods in which group leaders are up selling into their diets are often not cutting out Weight Watchers products and also get other foods but merely adding the diet 10% of anything sold at the meetings. foods as they may see them as ‘empty Their salaries are calculated not by the calories’, this then leaves the consumer weight lost per group they run, but by potentially eating more (The Men Who how many memberships they sell and Made Us Fat, 2012a; Germov and how much up selling they do to make Williams, 2008). Clearly it is down to more money overall for the company. the consumer to choose what is right or The food products that Weight Watchers wrong to eat, but the very fact that they sell are often the same convenience have joined a group where they attend foods that cause the weight gain in regular weigh-ins shows that they need the first place, they are just trusted someone to tell them what to do to be because of the brand. This shows that healthier and lose weight. they are not entirely focused on the

Image 10: Own Image, A Glass and a Half. (Sources: Fallon London, 2007)

A finger of fudge ‘With the collapse of normative regulation, people have started to snack and ‘graze’ in individual ways’ (Smith, 2002: 40)

In the early 1970s, Cadburys and other confectionary producers wanted to increase their sales by creating new times in the day to eat their products (Murcott, 2005). The invention of snacking was a new idea that created a huge gap in the market that was to be filled during the years to come (The Men Who Made Us Fat, 2012a). Unlike with the traditional idea of strict meal times, this new way of eating had no rules and meant that as long as you’d still have room for dinner, you could eat whatever you wanted (Smith, 2002). As a result of advertising, it was foods high in fat, salt and sugar that filled the niche. This concept was summed up by the Mars confectionery company’s slogan: ‘The sweets you can eat without ruining your appetite’ (The Men Who Made Us Fat, 2012b).

Companies knew that, like with other food products, the consumer searched for value and therefore would pay a little more money or more chocolate. As more snacks entered the market, competition between confectionery companies grew, so bigger and bigger bars were produced in order to entice the consumer. In 1985, Mars released their biggest bar yet, the 100 gram bar, with the slogan: ‘More milk, more glucose, more sugar, more thick, thick chocolate...’ (The Men Who Made Us Fat, 2012b). It’s interesting that back in the 80’s, they used ‘more sugar’ as a selling point where as now, due to increasing awareness, advertisers would be chastised for using this as a positive. Advertising companies began to aim these products at children, often hinting to parents at the idea of it being an easy addition to the lunch box or that sweet snacks can be a regular thing- not just for special occasions (Steinhauer, 2010). 25

In the mid 90s, 1 in 10 children were obese and snacking had become a staple part of life. In 1996, on the way to and from school, children spent approximately 136 million pounds on snacks, soft drinks and confectionary (The Men Who Made Us Fat, 2012b). Chocolate bars went from being supersized to ‘share size’ which meant having two smaller bars in a bigger packet instead of one large bar. This provided the consumer with the option to share the bar or not and of coursethe consumer would often choose to eat it all. This played on the mentality that many consumers hold- I’ve paid for that so I’ll eat it (regardless of whether they need it) (Eating Well, n.d.; Schlosser, 2002). The idea of sharing leads to the individual consuming more via clever marketing (The Men Who Made Us Fat, 2012b).

The consumption of snacking products is furthered by the convenience of their size- they can be chucked in a hand bag and put in a pocket or lunch box- and the availability of the shops they’re sold in. They can be bought from a newsagents or a trusted brand’s convenience store like Tesco express, which have become more and more abundant on our streets in recent years (Smith, 2002; Dispatches, 2013a).

3 C H A P TER

FOOD t r e n d s

â&#x20AC;&#x2DC; After all, a lot of other things happened over the past few decades: increased portion sizes, more dining out, better video games, ketchup as a vegetable, pizza as vegetable, sandwiches with fried chicken instead of bread.â&#x20AC;&#x2122; Reshanov 2012.

eating on your feet Since the turn of the 20th Century, the world has grown, changed and developed at an exponential rate as have our lifestyles, technologies and attitudes (Smith, 2002). The attitude towards food in Britain changed rapidly following World War Two, the period of food scarcity and rationing, leading to the idea you need to get as much as you can (Warde, 1997). However the foods popularised at this time (processed foods, snacking etc.), as mentioned before, were detrimental to peopleâ&#x20AC;&#x2122;s health (Schlosser, 2002). Competition between food manufacturers since then has grown on an undreamt of scale, leading to the variety and availability of cheap foods increasing so that more and more unnecessary food is bought (Smith, 2002; Wardrop, 2010; The Men Who Made Us Fat, 2012b).

Both at home and in restaurants, the portion sizes presented to us have increased (Figure 8) alongside obesity rates (Schlosser, 2002; McKenzie, n.d.).Barbara Roles led a study where volunteers were given a different amount of macaroni cheese each day for lunch to see if larger portion sizes would result in greater consumption. She found that, on average, the volunteers ate 30% more from a 5 cup portion of macaroni and cheese than from a serving half of its size. Interestingly, in many cases, they didnâ&#x20AC;&#x2122;t realise that they were eating more food, nor did they report feeling full after eating (The Men Who Made Us Fat, 2012c; McKenzie, n.d.).

Figure 8 â&#x20AC;&#x201C; This is how your plate should look. [Own Image created using: (One Medical Group, 2011)]

Image 11: Heinz Ketchup Image (Sources: Heinz, 2013)

With the development of processed foods that can be zapped in the microwave, it has become easier to be lazier with eating habits and to disregard meal time as an important family occasion (Warde, 1997; Wardrop, 2010). Eating is no longer an event but something unplanned that we do in passing. It can be eaten in front of the TV, at any time, almost as if every meal has become a snack (Tansey and Worsley, 1995). It is clear that due to changing lifestyles, ordering a takeaway instead of cooking has become part of our normative life- the average Brit will eat around 46 takeaways per year (Williams, 2011). Eating on the go is another relatively new concept. Not long ago, people would always sit down to eat and eating on the go was frowned upon... Now people have a three course meal on the train (The Men Who Made Us Fat, 2012b).

STuck in a rut

When it was introduced to Western culture, fast food was considered to be a special treat for the family- families might have gone for occasional events such as birthdays (The Men Who Made Us Fat, 2012b). However, now that people are so used to the idea of fast food and its availability, it has become routine for food on the go and quick meals (Schlosser, 2002). With a McDonalds on every corner, itâ&#x20AC;&#x2122;s hard not to fall into the trap of grabbing a Big Mac on your lunch break rather than having to decide where to go (The Men Who Made Us Fat, 2012b; Schlosser, 2002). Unhealthy fast food has become so intertwined with the idea of a quick bite while out that it has become a social custom and something that is mundane like brushing your teeth or tying your shoe laces... Fast food has become boring (Schlosser, 2002).

The whole experience of buying fast food has become so routine, so thoroughly unexceptional and mundane, that it is now taken for granted.’ (Schlosser, 2001:3)

It is surprising that with obesity so prevalent in society and with all the scrutiny that fast food chains have come under, people still succumb to their routine loyalty towards these brands, despite being bored by the experience. Some people perceive that a ‘healthier’ choice would be to get a sandwich meal deal (usually with a drink and crisps) from a coffee chain or high street convenience store as these are often just as available and competitively priced (BBC, 2007; Morris, 2011). When on the go, 54% of people said that they’d choose this option (appendix 2). However, although perhaps healthier, these products are still pumped full of salt and saturated fats and are high in calories so may not be very healthy at all. It has been suggested that some prepacked sandwiches may contain as much salt as several bags of crisps (BBC, 2007; Morris, 2011). So can you grab a healthy bite on the go? When asked, 63% of people didn’t think that there was enough choice to eat healthy and wholesomely when on the go (appendix 3). Furthermore, 93% said that if there was a reasonably priced, quick, healthy on the go option then they would use it (appendix 2). Interestingly, based on the responses to my surveys, people said that the main factors that influence where they eat on the go is speed and ease rather than taste or healthiness (healthiness was still chosen over taste with 34% and 22% agreeing respectively). These figures suggest that if there were a healthy option that was cheap, quick and readily available, then they would choose to go there for food on the go over the unhealthier options that we see on the street today.

32 Image 12: Own Image: Same old sh*t. (Sources: Banana Smootie, 2010; Sun Warrior, 2012)

C H A P TER

food for thought 34

Outside of London, as made apparent from my primary research, people do not feel that there is enough choice in terms of finding somewhere healthy to eat on the go. With the growing obesity epidemic and the increasing awareness of the importance of eating the right things, it is surprising that no one has created a trusted franchise that serves cheap, fast and easy wholesome food (Mulvaney-Day, et al., 2012; Spicer, 2012). What I propose to do is outline the creation of a wholesome and healthy fast food franchise, which is both trusted and presents the consumer with quality and corporate responsibility.

There are a number of brands in and out of the food world whom I admire for their efforts to create a similar experience for their consumers as I want to offer with what I am proposing (Appendix 6; 7; 8; 9). They all have a unique outlook on their consumer and what kind of group of consumers they are targeting. When thinking about the audience for the franchise, I had to consider: whether to approach the people who already were loyal to brands like McDonalds and didnâ&#x20AC;&#x2122;t want to change the way they ate or to just approach people, like me, who are conscious of where there food is produced and what additives are in it.

Recently, McDonalds and Greggs have trialled a table service option in Warilla, Australia and Newcastle, UK respectively (Fox News, 2013; Perks, 2012). This could perhaps suggest that consumers no longer always want a fast option when purchasing food for lunchtimes. When speaking to Edwin Bragg the Marketing and PR Director for Shake Shack (Appendix 4), he constantly reiterated that the main drive and focus behind Shake Shacks concept was the ‘experience’ and creating an atmosphere for the consumer. With their recent decision to move to Covent Garden, it shows that they feel they would be well received and would greatly benefit from expanding across the pond. He said how Shake Shack stores are all different, reflecting the neighbourhood they are in and hand pick the music that is played in the stores to create a more personable and relaxed approach to dining. He ensured me that Shake Shack do not value themselves as a fast food restaurant and align themselves with other sit down restaurants in America, but I feel there is something to learn from their ideology and brand ethos. This made me think, like other fast food options, the choice to ‘take away’ or ‘eat in’ is one we take for granted. I think this new franchise should aim to target both types of consumer, who want to eat on the run or who would appreciate a time to relax and enjoy their lunch with the people they are with. I found from my research that people considered the ease of eating the food to be a fundamental factor when eating on the go. Therefore the products offered should be limited to those that have the ‘grab-ability’ (Mulvaney-Day, et.al, 2012) and the ability to put in a box or to be wrapped. Sandwiches, wraps and salads and other things to be eaten on the go can also be served up on a plate with a garnish and still be appetising and appealing. People are looking more to gain an experience from dining and their food (Schlosser, 2002; Appendix 4) and currently I feel that there isn’t anyone that fills the niche.

Image 13: The Shake Shack in Madison Square Park, Manhattan, New York City (Sources: Boyond My Ken, 2010)

Image 14: Whats a food shed? (Sources: Berry, n.d.)

Due to increasing awareness of what’s healthy and what’s not, people are growing more and more concerned for the ingredients and nutrients in their food and how advertisers portray and describe their products (Appendix 5). Sadly this is often exploited by advertisers presenting misleading information about what’s in the food or how healthy it is (The Men Who Made Us Fat, 2012b). I want to create a place where the food is honest (in the way that it is presented and described) and where products are ecologically and responsibly sourced and prepared. I feel that Hale and Hearty does this very well (Appendix 9) and this is evident from their open and detailed nutrient content guide on their website (Hale and Hearty, 2013). Equally, LYFE Kitchen (Appendix 10) in Palo Alto is responsible in a different, but equally important way; making sure the consumer is given value for money; getting the right nutrients from their food; and making sure each dish is around 600 calories (The Men Who Made Us Fat, 2012b). This is something that I think needs to be done more in restaurants, as seen in various studies mentioned previously, for the most part, people don’t know when they are over eating (McKenzie, n.d.). So by controlling that but still offering them value for money, the new franchise would approach the consumers basic wants as outlined in my primary research (Appendix 2; 3; 5) and as outlined in the first few chapters of my research report. Sutsu (Appendix 8) is a progressive streetwear brand who has a single basic ideal: create a positive commitment to all that it touches. When I came across this brand I felt compelled to be a part of it and wanted to buy one of their products to contribute to their efforts. I think the fact they have the ability to tap into my attitude towards this is very powerful and this is something that I feel a wholesome fast food franchise would benefit from having.

The cost of sourcing nutritious and fresh products in a socially responsible way may be higher than when purchasing mass-produced low quality ingredients. However, clearly other companies, like Hale and Hearty manage to continue using such ingredients whilst pricing their food competitively (in comparison to fast food chains). Even if using responsible and nutritious ingredients does mean a slightly high end product cost, 45% said they agreed that paying more for a sandwich made fresh everyday was worth it and 36% were impartial, perhaps meaning this is 36% of the market that could be won over by a reasonable price for a more wholesome option (Spicer, 2012). After undertaking consumer research into what the main concern was for people buying lunch ‘on the go’ 51% agreed price was a factor and 37% agreed ease and accessibility were too (Appendix 2). This shows that the locality and value for money nature of places like McDonalds and Tesco express’, is what may make consumers I want to attract go elsewhere. When asked about ethical ingredients in their sandwiches 33% said they would be interested to try it as an option but currently haven’t, and 56% said they prefer sandwiches that are freshly made for them over pre packed ones, which one in ten said were overpriced (Spicer, 2012). This, along with the primary research I did showing that consumers felt positive about a healthier fast food chain opening (Appendix 2; 3), shows that there is room for a new fast food chain to fill the current lack of a wholesome option. Despite around 30% of workers reducing expenditure on lunch out of home last year, the use of sandwich bars has remained reasonably stable: supporting the decision to launch a new franchise, especially as the forecast of UK market value of sandwiches from 2012 – 2017 is set to increase too (Spicer, 2012).

To create an experience that I would want when eating, visuals, for me, is one of the most important factors. Fast food restaurants have become too tacky and their visuals are overused. Smaller local deli’s can often be daunting or overpriced or there can be an off-putting ‘vegan-hippy’ feel to the cafe. I feel that the market would benefit from something more metropolitan and more personable with someone who shares the same attitudes towards food that I do (Figure 13). I feel that the identity of the brand is important to attract the right consumer and convey the right message. People will eat certain foods or go to certain food places to maintain the identity that they want to portray (Warde, 1997). If they are with their friends who think eating at Burger King is ‘cool’, then they are more likely to be of the same opinion and eat there even when not with their friends (Mulvaney-Day, et al., 2012; Appendix 5). Similarly, in the media especially, some foods or types of foods high in certain nutrients are often seen as bad for you and a stigma becomes attached with them and it becomes ‘fashionable’ to not consume them, such as reducing their salt or not eating gluten (Balzer, n.d. ). These may have some health benefits, so therefore it is important to try and cater for these trends. This is why I feel that Shake Shacks (Appendix 4) approach to creating a personable space such as playing handpicked music and making the restaurant reflect the surrounding location works really well and I would like to approach aspects of this in the new franchise.

Image 15: Packaging Ideas (Sources: Wijaya, n.d.; Guactruck, 2012)

BRAND MOODBOARD 40

At most 600 calories per main dish. All wraps, salads, sandwiches and panini’s to be made fresh to order.

healthy snacks - fruit - cakes

Soups made fresh that day, customers can choose from 5 soup of the days.

teas COFFEEs

smoothies Juices

iced tea

bare. People feel eating has changed, become ‘mundane’ and less of an occasion (Appendix 5; Schlosser, 2002), so I feel that it should offer the consumers somewhere to sit, have lunch and relax as a break from work or shopping, in an. It should also offer a ‘to go’ service that has a personable approach and the brands ethos running through it, so when you leave the shop with your food, you take a piece of the atmosphere with you. Edwin Bragg at Shake Shack stressed the importance of this (Appendix 4).

sustainable produce

All food is available for taking away, or eating in & even calling ahead to order.

From the focus group and questionnaires I carried out (Appendix 2; 3; 5), people said they currently eat sandwiches and fast food. When asked if they would still eat this given the choice, people said they probably would but would want it to be healthier and better value of both nutrition and cost. This settled my decision on what the franchise should sell: sandwiches, which can be offered hot, soups, salads and wraps along with the option for healthy snacks and drinks. I felt that LYFE’s ethos of having a plate adding up to around 600 calories was admirable (The Men Who Made Us Fat, 2012b; Appendix 9). I decided that the food offered by my brand should do the same and also it should display the nutritional information of the food on the packaging.

recyclable packaging

Furniture instore is upcycled as much as possible.

The franchise that I propose will provide people like me with that wholesome and real-food option that I always look for. People won’t have to resort to chicken nuggets or a poor quality sandwich because it’s all that’s there. It means that people will be able to make a conscious decision about their weight and what they eat, rather than just becoming obese due to force of habit or because it’s more convenient.

App e n d i x 46 Appendix 1 – Results from Pennington Biomedical Research Center 47 Appendix 2 – Questionnaire 1 “Food and Eating Survey” 49 Appendix 3 – Questionnaire 2 “What is healthy?” 51 Appendix 4 – Telephone Interview with Shake Shack 53 Appendix 5 – Focus Group Transcription. 59 Appendix 6 – UNE 61 Appendix 7 – Sutsu 63 Appendix 8 – Hale and Hearty 65 Appendix 9 – LYFE 68 Appendix 10 - Hale and Hearty E-mail 69 Appendix 11 – Ethics Checklist and Declaration 71 Appendix 12 - Consent Forms 79 Appendix 13 – Tutorial Record Sheets

Appendix 1

Taken from (The Healthier Life, 2004)

US Researchers at the Pennington Biomedical Research Center at Louisiana State University (LSU) examined the relationship between high-fructose corn syrup (HFCS) consumption and the development of obesity by analysing US Department of Agriculture food consumption tables from 1967 through to 2000. Among the LSU findings: - Obesity among US adults has risen from 23 percent to 30 percent in the past 10 years. - The average body weight of Americans rose slowly from 1900 to the late 1980s, at which point the average began to climb sharply. - The consumption of high-fructose corn syrup (HFCS) increased more than 1000 percent between 1970 and 1990. - The increased consumption of high-fructose corn syrup (HFCS) far exceeds the changes in intake of any other food or food group. - In addition, the researchers also observed that the body doesn’t process high-fructose corn syrup (HFCS) in the same way glucose (sugar) is processed, with the result that fructose is more likely to be converted into fat.

I found this article and these findings in particular to be very useful in guiding me to understand the use of High Fructose Corn Syrup and obesity. After reading so many different opinions and potentially manipulated test results, this was a ‘breathe of fresh air’ and I felt that it really made my mind up about the use of HFCS.

Appendix 2

Questionnaire 1 ‘A food and eating survey’

35 to 44

2. Are you male or female? Female 3. What is your profession? Facilities Management 4. If you are at work/shopping/university and want some food on the go, would you usually... Get a sandwhich/meal deal from a supermarket or ‘starbucks’ type chain

5. Why would you go there?

conveniece and reasonably priced

6. What is your prefered food to eat ‘on the go’?

chicken pasta and pesto snack pot

7. What is your main concern/reason for buying the food you do when you’re ‘on the go’? Its easy and accessable

8. If there was a resonably priced, quick, healthy high street food option, would you use it? Yes 47

Appendix 3 Questionnaire 2 ‘What is ‘healthy’?’

ET H I C S C LAU S E My Name is Harriet Drohan, I am a third year, Fashion Communication and Promotion student and Nottingham Trent University. I am currently researching ‘what drives us to eat what we do’ and want to ask some questions about your eating habits and opinions on this topic. You will not be identified and your answers will reviewed in the strictest of confidence and kept in accordance with the Data Protection Act and destroyed at the end of the project. S AM P LE S URVEY 1. Can you give two words you think best describes ‘healthy’? Nutritional, Wholesome 2. From what you know, who do you think is to blame for the rise in obesity over the last 50 years? Rank the list below in the order you think is most appropriate. The person who is overweight

Fast food chains Advertising Companies Supermarkets The Government Lack of choice

3. Do you think the consumer has enough choice to eat healthily and wholesomely when ‘on the go’? No 4. Do you think supermarkets should continue promoting ‘bulk’ or ‘multi-buy’ selling on unhealthy/high fat or high sugar foods? Select more then one if necessary. Yes, its the consumers choice

5. Do you purchase ‘diet’ or ‘low-fat’ foods with the mindset that they are going to aid you in losing weight/being healthy?

other - I dont purchase diet foods.

well

exercise health

body

clean

nutrition recommended naturalgreen lifestyle

modern

diet

fit sleep

detox

purity

happy athletic positive

good

vegetable appropriate strength able

determined

nutrients

Stable

balanced Energetic active

Do you think the consumer has enough choice to eat healthily and wholesomely when ‘on the go’?

fresh

Lack of choice 65%

The Government 35%

Supermarkets 38.33%

Advertising companies 35%

The person who is over weight 63.33%

Fast food chains 28.33%

wholesome 58.33% 25% 11.67% 18.33% 6.67%

VITAL slim

1.67% Unsure 35% Yes 63.33% No

Yes, its the consumers choice Yes, afterall they’re making money No, the consumer shouldn’t have a choice No, the retailer has responsibility Unsure

Do you purchase diet foods...?

48.33% YES 36.67% NO 15% OTHER//

occasionally yes//I don’t purchase ‘diet’ or ‘low-fat’ foods at all... Depends as some ‘diet’ foods can be misleading//I don’t buy diet foods//I buy them as better alternatives, but also try to exercise more and eat more fruit and veg//No, I just eat healthy food anyway//Just healthy good but I do look out for low fat products I don’t buy diet foods//sometimes, but i know they are high in other things eg. salt

Appendix 4

Interview with Edwin Bragg, PR Director at Shake Shack.

Harriet Firstly, I just need to go over some ethics guidelines with you for admin reasons… I am currently researching ‘what drives us to eat what we do’ and I wanted to speak to someone at Shake Shack to see where they feel the market is stood around the brand, what prompted your move to the UK and what your opinions are of street food or fast food at the moment. Anything you say will be recorded and transcribed and may be referenced to within the body of my report. However you are protected under the Data Protection Act and anything you say will be treated with the strictest of confidence and deleted once the project is over. If you like a transcription of the call, please let me know and I can arrange that. Is this okay with you Edward? Edward Totally, yeah, absolutely fine! Harriet Great! To start with, I just wondered who you feel like your main target audience is for your brand, if you’re trying to convert, like, people that would go to McDonalds and enjoy it or people who don’t have anywhere to go at the moment and choose your brand because it’s healthy and wholesome and has a good ethos and stuff… I just wondered who you saw your target consumer as? Edward Well for us it’s about the experience of Shake Shack, it’s about us being a gathering place… It all stems from our family approach, erm… It’s the service and the environment that you’re in and you enjoying it. We created shake shack based on our fine dining roots to take the best possible approach to make the best possible and delicious hamburger or best possible hot dog or frozen custard that we make daily and it is truly important to us with quality of the ingredients and that’s of the up most importance… So when you are, you know, enjoying a hamburger or frozen custard ice cream, then you’re enjoying the best you can possibly enjoy. And at the same time, our approach is to different partners that we work with; they take care of the ingredients that we use. It’s all about the experience of sitting down in shake shack and hanging out with your friends and family. And every single restaurant we build is not a cookie cutter it’s a reflection of the neighbourhood, so the one in London will feel very much a part of London and that neighbourhood. Harriet Yeah, so it’s more like there’s not a target consumer, it’s more like a target attitude towards food and that kind of experience? Edward Yeah it’s all about the experience… It’s all about the people… and enjoying their time together and having really delicious food while they’re at it. Harriet Yeah, and would you say that the consumers that come to shake shack are like particularly worried about their health or they just come because it’s a better option, do you think that they come there over McDonalds because of the ethos involved or do you think they are already looking for that so they found something that fits their lifestyle? Edward I think the people that Shake Shack attracts are people that want good quality, and they want a great atmosphere and a great place to be so that’s what… that’s who we attract, those people that care about quality, they care about design, they care about culture and that’s why we hand select the music that’s played while you’re there, so it’s cool and interesting music and umm.. Shake Shack care about the design, that’s why we use reclaimed wood in our tables and we have different design features that are eco-friendly and sustainable and it’s a big part of everything we do.

Harriet What would you say that the key to success is for a healthy, wholesome brand like yours is? Edward It’s all about people… erm… enjoying the place it’s all about the atmosphere it’s all about the experience... Just being an interesting place to hang out and be part of. A fun and lively atmosphere and it feels interesting and our team leads with hospitality and it’s about how the guest feels and taking care of them, it’s being above and beyond to deliver that great experience.. Again back to our fine dining roots, creating you know a simple meal that’s why our menus very focused. We want to make sure people are treating it with the same care and attention as a top restaurant in the world. Harriet Which products would you say are most popular overall that you sell? Edward Erm... We’re known for our shack burger which is a cheese burger with lettuce and tomato and what we call shack sauce and that’s probably one of our most popular items that people love and then our fresh frozen custard and that’s frozen custard that’s like ice cream, the difference is that it’s made daily and we’re able to make a lot of interesting flavours and that’s a great part of our business and flavours from red velvet cake to oatmeal cream pie and all sorts of interesting flavours that up the variety of our items. Harriet Who would you say that your main competitors are in the USA (because obviously they’d be very different here) but in the USA, who would you say would be your main competitors? Edward We’re in a new space above a lot of the fast food restaurants because we don’t consider ourselves fast food. So, you know we’re competing against a lot of the smaller cool interesting restaurants and at the same time there are places that serve the same kind of things we do as far as burgers and hot dogs and ice creams... So what’s different is how we approach it. Harriet Finally, why did you choose England because I feel personally that the food here, unless you’re in London or another major city there’s not really much to offer, in terms of what’s here at the moment. Is that why you moved here because there’s a gap in the market for your company or is there another reason? Edward Actually I would say that we were excited about London’s culinary scene and we feel that it’s very much similar to New York and New Yorkers and Londoners, they have high tastes and high culture and we’ve done very well in new York and we felt that it’s our sister city in a way because they’d be just as excited as new Yorkers and about shake shack and we’re hoping that it’s going to be the same. Harriet Well as far as I’m concerned I think you’ll get a really good reception. Edward Well that’s good to hear! Harriet Well that’s it then thank you, for talking to me. Edward Ok, I hope it works out well! Harriet Ok thank you very much! Edward Ok, we hope to see you at shake shack! Harriet Haha, Ok bye Edward Bubye

Appendix 5 Focus group/conference call on Skype With: Edward Pugh (21), Susan Nolan (49), Tom Gidman (21), Roger Pugh (59), Lorraine Rutter (56), Leigh Gibson (35) , Jes Rutter (53), Iona Wong (16). HD

Firstly I need to do a bit of admin and tell you some data protection things and ethics guidelines so: as part of my programme of study I am undertaking research into why we eat what we do. To enable me to answer my research questions I wish to talk to you about your eating habits. The focus group will be a focussed discussion. We will concentrate on the following: Eating on the go, snacking, your perception of food and food advertising. The focus group/interview will be taped and transcribed, and should you want a copy of the transcription then please ask me and I will arrange for one to be sent to you. The information you give me will be used in support of my work and will be written up in my project/dissertation. Anything you say will be treated with the strictest confidence and your contribution to the discussion will not be attributed to you as an individual, what you said will be used for illustration only; to reinforce a point that I am making. The tapes will be kept in a locked room and the transcripts on a password protected computer. Both will be destroyed once I have completed my degree and graduated. Okay so now thats done, I was wondering how often you find you have to eat on the go, whether it is when you’re shopping, at lunch time, at work or at university?

Well before I retired I’d have an hour long lunch break in which I would probably just nip to Marks and get a sandwich and a bottle of lemon and lime fizzy water and have a look around. I suppose now the only time I need to is when I’m out shopping and I think I’d do the same to be honest!

I prefer not to eat on the go but if I’m in town and I was hungry I’d probably worry that it’d be too long before I was home so I would get something in that situation.

If I’m in town and I’m hungry I’ll get food so probably a couple times a week... It depends how busy I am with uni and stuff really.

Well, because I work from home, If I’m in the office I don’t really have a problem with lunch unless I’m driving to a meeting which could be say three times a week.

Only really if it’s an absolute must. Sometimes if I’m on a long drive I’ll stop on the motor way but that’s about it.

I take sandwiches to work and because of the kids I don’t really have a chance to go out. So it would only ever be if I was on a long drive as well really.

Occasionally I’ll go for a coffee and a cake in costa but I couldn’t eat anything on the go, I’d get indigestion

If I was in town with my friends we’d probably get, like, a McDonalds just because it’s easier really. So that’d probably be like once every two weeks or something like that.

So, I know some of you answered this a little bit but what would you eat on the go?

Like I said before, I’d probably get a Marks and Spencer’s chicken and stuffing sandwich a bottle of lemon and lime carbonated water. Sometimes I might treat myself to a bag of ready salted crisps.

I’d probably go to like a healthier fast food place or a sandwich shop or something, just because I think it’s nicer. I’m not a fan of processed sandwiches and McDonalds and stuff like that so I’d go to somewhere where it was more home made.

TG Anything really that would fill me up and be tasty, depends if I was with anyone and where they wanted to go really. JR

If I was with my kids at a football match I’d probably go for fish and chips or a McDonalds to be naughty. But when I’m in the car it’s easy to just pick a sandwich up from a service station.

RP I might just get a KFC or a BK or something like that if I’m on the motor way. Sometimes when I’m with my son we stop at places like that on the way back from Nottingham. I suppose if I was on my own I might get a sandwich or something. LG

If I’m on a long drive with Rosie and the kids I’d probably get a McDonalds but if it was with work I’d want to be quick and just grab a sandwich.

SN Yeah, really it’d just be a coffee; I’d probably just wait until I got home really or have a drink in the car. IW

Yeah like I said before, I’d probably just get a McDonalds really because all my friends would and it would be easy and quite nice for the money. I usually just get a chicken nugget meal or something.

HD If you were given the choice what kind of food would you eat on the go or would you still eat the same thing? LR

To be honest, I’d probably still choose a sandwich. But the fact that I know that they aren’t actually that healthy for you but the best of a bad bunch… Maybe if there was a healthier version or perhaps a pasta salad.

If there was more choice I’d probably pick something a bit more authentic and healthy. I kind of feel that most of the stuff you can buy is rubbish so it is like the best of a bad bunch like Lorraine said. Nothing really seems as good as I could make myself so it’s really just the convenience.

TG Yeah maybe something more healthy but obviously still nice because I’d want to be filled up or something that’d keep me going. JR

I’d like to think I’d choose a healthier option like a salad, especially if I was in my car, but I think I would still treat myself if I was with my kids.

RP Yeah, I think I probably would go for something a bit healthier, I mean really you just get a sandwich because it’s all that’s there. I mean they’re alright but their nothing special for the money and they can be quite expensive. LG

Well, because I’m a bit overweight myself, I don’t want my kids to end up like me, so, like, it would be nice if there was a healthier option that was still a treat.

SN I don’t think that I really would eat on the go still, I mean the options that are there really don’t appeal to me but I think I’d always just bring something from home. Like sometimes we drive up to York and I’ll bring some fruit and a flap jack or something like that. HD Do you think that if there was somewhere that offered a homemade flapjack when you were out, would you try it?

SN I would definitely be more inclined to if I knew it was homemade, and I had more time, but at the moment I’m really busy with work so it’s the convenience of bringing food from home. IW

The thing is, I do like a McDonalds to be honest, I mean, if there was a healthy cheap option but like a similar place to sit down with my friends then I might go sometimes but I don’t think my friends would want to go if it wasn’t nice.

HD Do you feel that advertising can mislead you when they use terms like healthy and natural on food products? And like how do you feel about it? LR

To be honest, I don’t really check packaging that much I just go with what I know about things being healthy or not. I suppose I would buy something which told me it had more fibre in as opposed to something similar which didn’t. To be honest with you, I’ve never really thought about it but I bet it always catches me out!

Yeah I think a lot of people are probably misled by advertising. I think a lot of people who are on diets or who are conscious about what they eat would kind of be a sucker for something that said it was low in fat or healthier. I think with a lot of things like sandwiches and some ready meals they say lighter or healthier but really they probably still have a lot of calories. Like with some salads in Tesco, the sauce has more calories and fat than eating something like a sandwich.

TG Yeah, I mean, like Ed said with the salads and stuff you might think they are healthier because of how they are sold but they really aren’t. I usually look at what’s in things but I think the average person would probably just look at the packet and be like oh that’s healthier so yeah they could definitely be misled. JR

Yeah like Lorraine said we don’t really have the time to look at packaging and to be honest when it comes to cooking dinners and stuff we usually cook from scratch anyway. It’s only the occasional pie that we buy readymade and they aren’t often marketed as healthy! But I can definitely see how advertisers could manipulate people who are conscious of eating properly.

RP I mean yeah like the others said, you don’t really look at what’s in it if it says it’s healthy. I think I probably would be more inclined to buy something that said it was healthier or organic or that kind of thing… because it usually means it is healthy. I’m sure they’re no better for you than the regular stuff it’s all just advertising isn’t it. LG

To be honest I just buy the best value stuff I can afford because I’ve got a family so I don’t really think of how it’s advertised and stuff just as long as I get them all their vegetables and what they need.

SN I think when I’m shopping when I see things that say organic or natural I just assume that that is the case. I mean I buy things from the organic ranges because I think they’re usually nicer and they definitely seem, at least, to be better for you and more natural like ones you’d make yourself. Obviously you can’t beat making it yourself but I do feel as if you get what you pay for. I don’t know, are adverts misleading? IW

Yeah when stuff says its healthy I would just think it must be the case. Obviously you get stuff that says oh yeah it’s got real fruit in it and you just know that really that’s just to trick people in to thinking that it’s good for you. But it’s usually obvious stuff like sweets and juice. I think it is quite bad though if you don’t know but I think it’s kind of common sense really.

HD Do you feel that during your lifetime, your attitude towards food has changed? Like what would you say the reasons for this might be? LR

I’m really funny about table manners and I like eating as a family. I feel that this is something that families don’t do enough now-a-days and I think it’s a shame. I mean, also, I’ve always known things to be cooked from scratch by my mum so I feel that with so much processed food on the market it’s no wonder that people are getting fat.

I don’t really think my attitude has changed. I think because I’ve always had quite a good attitude towards food and I think the way my parents brought me up kind of means that I’ve always had a good idea of what’s healthy and what’s not.

TG I think as well I’ve probably been brought up with pretty good food so I know how to be healthy. I mean it’s a bit harder at uni always eating at different times and stuff but I would still prefer to sit down and have a nice roast with the flat sometimes and stuff like that. I try and have proper meals when I can. JR

I think when I was uni it was a bit different and a bit of a shock to the system because I didn’t have much money so just ate beans on toast all the time. I feel like I value food a bit more because of this so I think you should try and finish what’s on your plate and similar to Lorraine really, I value sitting down as a family and eating a home cooked meal together.

RP I definitely think that, my attitude at least, towards what’s healthy has changed over the years. I mean when I was young I used to have things like an orange with a cube of sugar in it and we thought that was fine! I think just less people used to think about it and it was obviously less of a problem then so there wasn’t really the need to. I think now, obviously being older, I have to watch what I eat a bit more. LG

My mums always worked so she didn’t always have time to cook so I ate a mixture really, of homemade and processed food. Now-a-day I try to avoid processed foods because I think there’s more awareness around what’s in them.

SN Well when I was in university 20 years ago, I ate the same thing every day, I’d just have potted beef on white bread! Or we’d make a stew that’d last a few days kind of thing. My mum was a traditional cooking house wife so she made everything from scratch and my dad used to make us eat pig’s trotters and horrible stuff like that! I think they did force feed us a bit, particularly my brother John: he still can’t eat spinach because of the association. So I think with my two sons I let them try different things and cooked a more varied diet. I think that’s important. We generally eat pretty healthily and cook from scratch but sometimes we might get something ready-made if we’re too tired from work. IW

Well, because I used to be quite chubby when I was younger, I’ve changed the way I look at food and what I eat because I care more about what I look like. I mean I’d obviously still have stuff with my friends and things that I like but I make sure that overall I eat quite healthy.

HD And how often, would you say, you cooked from scratch as opposed to cooking processed foods? LR

Like I said before, we usually always cook from scratch. I suppose we use the occasional jar of sauce or frozen pie but on the whole, yeah, we tend to cook from scratch- especially now I’m retired.

I do usually cook from scratch, just because I quite like cooking and it’s a lot nicer and cheaper to just get loads of ingredients in and like a freezer full of meat from the butchers. I have the odd ready meal or whatever or maybe curry sauce. It depends what it is really.

TG I try and cook from scratch when I can. I think I usually do alright but I do use quite a lot of jars I don’t do as much cooking as Ed. I just don’t have the patience really. JR

Like Lorraine’s already said, perhaps when we both had jobs it was more difficult to make sure we ate proper food but now it’s much easier as we can share the cooking load.

RP Yeah, I think more often than not we cook from scratch. I think my wife quite enjoys experimenting with recipes and things like that so we try to when we can. I’m not the best cook so it’s usually just the simple ones for me. We usually have pasta sauces or pizzas in the freezer for if the kids just want to cook something quickly for themselves. LG

To be honest, I never really cook, it’s usually Rosie that does it. Rosie enjoys cooking but she doesn’t always have the time with two young kids so we get a mix of process foods and fresh stuff.

SN We almost always cook from scratch, I just don’t think you can beat nice homemade. I think I do quite enjoy cooking but obviously when we’re tired from work it can be a bit difficult to think of ideas. We sometimes just get one of the nicer ready meals from Waitrose or something but usually we do tend to cook from scratch. IW

Usually my Mum does the cooking but sometimes I make my own stuff like lunches. I would probably try to avoid processed food only just because I know it’s bad for me. When Mum cooks though she might make something fresh but put it with processed foods like oven chips just because it’s easier really.

HD And finally, how often do you eat outside of the traditional three meal times? And what do you eat? LR

I usually eat quite well up until dinner. Before lunch I usually have an apple and a banana but after dinner when me and Jes sit and watch the TV, I have a glass of wine and I snack more on crisps and things like that. My eating pattern is kind of all over the place really. I think being at uni I never really have a set time to eat because I go to bed and wake up at different times and have different things to do each day so there isn’t really a routine. Also, I’m trying to eat a bit more so I often have four meals instead of the usual 3. I would say I snack randomly throughout the day really as well just because I have a fast metabolism and my girlfriend has a sweet tooth so I snack when she does.

I’ve probably gotten quite bad at that actually. I’ve been eating quite a lot of chocolate. I think it is just TG being at uni. My meal times are pretty regular but obviously some days things get in the way. JR

I’m really bad with snacking. I’d say I eat pretty healthily besides this, it’s quite a habit. I usually have quite a few coffees throughout the day, which I know isn’t a food but It’s kind of bad for you isn’t it? I always have a few oranges throughout the day, but working from home, there’s always the temptation to have a slice of bread with some cheese or a handful of crisps or nuts from the cupboard. And like Lorraine said, after dinner, while we watch TV, we have a glass of wine and tend to eat more crisps or bread.

I think I’m usually alright in terms of snacking. I don’t really have a great deal of time to eat between RP meals, unless it’s an occasion and either of my sons is here. Then I might put out some nuts or something but it’s probably more just the evening for me. I think, as well, if I’ve had a glass of wine I sometimes have some chocolates or nuts. LG

I’m not going to lie… I do like a good snack. I can eat three packets of crisps in a row and not realise I’ve done it. So yeah I snack quite a bit every day really.

I think sometimes you do need a snack just to keep you going or something. Like a biscuit with your SN coffee… or some cake. I think I’ve got a bit of a sweet tooth really. I usually carry a cereal bar in my handbag just in case I get hungry but it’s usually just a snack when I get in from work. I might have some nuts too actually if I’m watching TV in the evening. IW

I think I used to snack quite a lot when I was younger and that’s probably what made me a bit over weight so now I only really eat like a packet of crisps during school and fruit when I’m at home. I think most people eat snacks at school just because it’s something to do at break and stuff. I really try not to snack to be honest and I’ve stopped eating snacks when I get in from school.

Appendix 6

Une is a cosmetics brand that create breathable and natural make up products with as little to no artificial ingredients (Une, 2013). It is brought to us by the Boujours people but has very little in common with Boujours and is very much a standalone product range and ideology. They pride themselves on their ecofriendliness and organic approach to everything to do with the brand â&#x20AC;&#x201C; down to the packaging which is recyclable! The tones they produce are based on natural hair, eye and skin tones to compliment not work against what you have naturally. One review (Beauty Scribbler, 2010) found the products to be very true to word and match her skin tones and compliment her natural beauty, but she found that with the foundation the purity of the ingredients made the foundation leave powdery grains where everyday foundation would most likely create a smooth layer. Une offer a unique service as there arenâ&#x20AC;&#x2122;t many make up brands that produce something so natural or ecological or even that can say that theyâ&#x20AC;&#x2122;re marketing actually works! However I found the price point to be a little high, more the higher end of the make-up market which is a shame as it may put people off (it put me off!), and I feel this positive attitude towards looking after our skin and natural products should be one that all make up brands and consumers should employ. However I feel that this high price point might also give it a more aspirational quality and people might want to buy it because of this.

Appendix 7

Sutsu are a progressive streetwear brand based in the UK, their main ethos is: to have a positive commitment to all that it touches. I feel that they are a pretty remarkable brand, they believe that we, as humans, are responsible for our world and want to preserve it for as long as they can. The clothing is made from as much of sustainable or organic materials as possible. They understand this isnâ&#x20AC;&#x2122;t always possible but ensure that their garments are made within fair-trade regulations and a percentage of profits are given to the communities and charities they care about. In the way of consumer relations, Sutsu have a very active Facebook and Twitter and a blog within their website with things they find inspiring on it to further inspire consumers and create a lifestyle around their brand. They stock to quite a few retailers up and down the country, they are all appropriate retailers for their brand making it personable for their consumer and keeping the brand â&#x20AC;&#x2DC;undergroundâ&#x20AC;&#x2122; which can be attractive to this kind of consumer. Although they have products online and in many stockists, they lose out to their competitors by not having their own official store. This can create a closer connection with a consumer as it is a more tangible way of buying into the brand; equally it allows the brand to create a space for the consumer to immerse themselves in the brand. A brand like Sutsu, that is very active in its projects and ethos, I feel should have a space like this for consumers to come and talk to the employees and share in this part of the brand, not just the clothes.

Appendix 8

Hale and Hearty are a New York based brand, selling mainly soups, salads and sandwiches. They started in 1995 and have grown to 28 branches since, all in New York City. They source all of their ingredients responsibly and ensure that they are all of the freshest quality, equally, all of their recipes for soups and sandwich combinations are developed in house, by their head chef and all the soups, salads and sandwiches are made on site, that day. Even their stocks for their soups are homemade! Not only do they offer 5 of their most popular soups, they also offer 10-15 daily soups, giving the consumer a lot of choice and these differ with the location. With these you can either get a free sourdough roll, seven grain or oyster crackers, or you can grab a combo and get a small soup and half sandwich or small salad. Equally with the salads and sandwiches you can order one from the menu or you can create your own. Itâ&#x20AC;&#x2122;s very versatile and offers a lot of vegan or gluten free options (Hale and Hearty, 2013). The customer reviews on review sites definitely reflect this (Tripadvisor; 2013, Yelp, 2013). They offer many options, like ordering online or on the phone which make it easy for busy professionals or simple to avoid the queues. They could be losing out a little to other fast food vendors who are a little more cheaply priced, although the average meal comes to $6/7 some people find better value for money in something maybe more unhealthy and mass produced but would be cheaper because of this. This could be because they arenâ&#x20AC;&#x2122;t as trusted as a larger fast food chain like McDonalds, perhaps because they havenâ&#x20AC;&#x2122;t expanded into other major cities in the US. At lunchtimes they can get very busy, many of their shops are quite small with limited seating (Yelp, 2013) so this could put people off going, if they wanted to sit and have their lunch rather than eat on the go. However this leaves room for growth for the company, they can gain more brand loyalty by expanding to other major cities and create more awareness around their brand and ethos. With the growing obesity epidemic, people are becoming more conscious of what is going into their food (The Men Who Made Us Fat 2012) this leaves a gap for Hale and Hearty to fill. Although they have touched upon what I consider to be a niche in the market, they face competition from other healthy food vendors that are standalone or even street food sellers, which are even easier to get food from. However these might not offer the same quality or service that the typical Hale and Hearty consumer would look for. 64

Appendix 9

Lyfe is currently a stand-alone restaurant in Palo Alto in California but is looking to expand. The President, Mike Roberts, and Chief Brand and Communications Officer, Mike Donahue, both used to work for McDonalds as President and Communications officer respectively, so they know how the food business is run. Not only this, they know what to change to make it healthier and more wholesome, whilst still providing the consumer with value for money. They are honest about what goes in the food and try to aim for each ‘main’ dish is little over 600 calories but is also nutritious (The Men Who Made Us Fat, 2012). The food at LYFE does not contain preservatives and is responsibly sourced and produced, proving a mantra to Love Your Food Everyday. Initially the idea of the founders being a part of McDonalds in the past put me off – this might give other consumers a similar stigma around produce sourcing and food standards, but after researching the company a little more I found it to be a very honest topic for them and one they are proud of turning around. Unfortunately they only currently have one restaurant which is obviously limiting to their consumer base, and they do not offer much in the way of ‘on the go food’. However, I feel LYFE is a great example of how the food industry can easily do it right, for little more then you pay for fast food and far more nutritious and wholesome.

Appendix 10

E-mail correspondance with Hale and Hearty. See below Simon Jacobs CEO Hale and Hearty 75 Ninth Avenue NY NY 10011 212-255-2400 ext 2017 www.haleandhearty.com From: Harriet Drohan [mailto:harrietdrohan2@aol.co.uk] Sent: Tuesday, February 12, 2013 4:59 PM To: pr Subject: What drives us to eat what we do? Hi, I’m currently researching ‘what drives us to eat what we do’ for my final year dissertation. I was hoping to ask you a few questions about Hale and Hearty. I may use your answers as research in my report, this e-mail will be displayed in the Appendix section and may be referred to. It is purely for academic use only and anything you say will be kept in the strictest of confidence in accordance with the Data Protection Act and destroyed after the project has been marked. First of all, when I visited New York I was recommended to come to Hale and Hearty and I absolutely loved it, it converted me to salads! - I was hoping to understand more who your ‘target consumer’ is? Primarily office workers looking for a quality take out lunch experience. - I was wondering does sourcing your ingredients responsibly cost more, how do you manage to keep your products cheap while still making sure you use the best ingredients? We don’t use organics, just fresh vegetables, and other good quality ingredients.Some would say our soups aren’t cheap. - Who would you say your main competitors are? Pret a manger, chopt café metro, chipotle, cosi, every decent deli - What would you say is most important for a business like yours to thrive? Quality of food, fast and friendly service Thank you for your time, I hope to hear from you soon! Harriet Drohan 68

Appendix 11

Ethics Checklist and Declaration

Appendix 12

Consent Forms

Project Title: The Big Fat Problem: A Look In To Why We Eat What We Do

Appendix 13

Tutorial Record Sheets.

8/11/12 Harriet Drohan

- Initial ideas around the topic - Findings so far

- Possible areas to look at, key points in history etc. - Am I too broad? - Is my approach right?

-Some good starting points to lead me to create a rough chapter plan - Potentially too broad in the obesity crisis as a whole, focus on an area and make sure its underpinned throughout and stated in the introduction. - Personable approach is good, keep it light and humerous.

- Research in progress - Rough chapter plan

15/11/12 Harriet Drohan

MISSED SESSION I mis read my time table, was two hours late.

22/11/12 Harriet Drohan

- Initial findings and research on topics discussed last time - Questionnaire ideas and other Primary research ideas.

- More areas to research, leading on from current findings. - Chapter plan and introduction (in rough) for next week.

- Helpful insights from Sarah on topics I have researched to forward my research further, hopefully helping me create a successful Questionnaire.

- Introcution and Chapter Plans, - Title (All can be in rough and changed in the future)

29/11/12 Harriet Drohan

- Start of the introdcution - Chapter plan/areas of current research - Possible Title

- Looked through some examples of last years work - Discussed referencing - What needs to go in the interim presentations

- Found looking through the work really helpful to grasp how it should look and come together - Questions about referencing answered - Complete breakdown of what should be in our presentations etc. - Need to write more of my introduction, tone of voice is appropriate as are chapters. - Intrim presentation, all research up to this point, useful quotes and sources, what I have found out and how it is helpful - images.

6/12/12 Harriet Drohan

- Interim Presentation

- Look at case studies outside of the food industry, speak to people in and out of the food industry. - More visual and make sure everything is referenced correctly -More primary research and WHAT did I gain from it? - Global focus - Make a new survey that is more concise than my last one, giving me more appropriate and usful answers. - E-mail companies to get a more global focus - Look at case studies perhaps in the beauty industry.

10/1/13 Harriet Drohan

- More secondary research

- Feeling very overwhelmed and stressed. Not much work acheived over christmas due to mental health. - Extension Request.

- Needs more Primary Research - Make sure I am underpinning throughout and linking back to title as it is quote broad.

- More writing from the Research and Live Projects.

23/1/13 Harriet Drohan

- Questions about live project/research project in general.

- Referencing, how to and where to find guides etc - Library Liason Officer - Marked Hollistically - Looked through more examples of last years work.

- Should be coming to the end and sending to printers etc. - Referencing needs to be correct email Rachel if there are any problems.

- More writing from the Research Project.

24/1/13 Harriet Drohan

- More secondary research - Live project writing so far.

- More focused on Live Project task

- Good so far through the Live Project, references seem appropriate as does the tone of voice. - In terms of Research Project, more Primary research to be undertaken, should be starting to finish the writing and rounding it up.

- More writing from the Research Project.

31/1/13 Harriet Drohan

MISSED SESSION Feeling extreamly overwhelmed and stressed, causing me to feel very down and demotivated due to my low mental health.

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I l l u s tat i o n s List of Figures Figure 1 – The relative sweetness index of Sucrose, Glucose and Fructose. [Own Image created using: (Ophardt 2003)] Figure 2 – HFCS in Bread. [Own Image created using: (Lustig, 2009)] Figure 3 – HFCS Consumption. [Own Image created using: (Hope, 2012)] Figure 4 – Various Size’s of Coca Cola Available. [Own Image created using: (Lustig, 2009)] Figure 5 – Consumers ideas of ‘Healthy’. [Own Image created using: (Appendix 3)] Figure 6 – Good Vs Bad: Lunch Calorie Comparison. [Own Image created using: (The Men Who Made Us Fat, 2012c)] Figure 7 – Questionnaire Result About Multi-buy Habits. [Own Image created using: (Appendix 3)] Figure 8 – This Is How Your Plate Should Look. [Own Image created using: (One Medical Group, 2011)]

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b i b l i o g r a ph y

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