Fast Food Nation

The convention and its setting were an ideal match in

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Unformatted text preview: ew years ago Simplot bought eleven processing plants in Australia, aiming to increase sales in the East Asian market. He also purchased a 3-million-acre ranch in Australia, where he hopes to run cattle, raise vegetables, and grow potatoes. “It’s a great little country,” Simplot says, “and there’s nobody in it.” As in the United States, the fast food companies have targeted their foreign advertising and promotion at a group of consumers with the fewest attachments to tradition: young children. “Kids are the same regarding the issues that affect the all-important stages of their development,” a top executive at the Gepetto Group told the audience at a recent KidPower conference, “and they apply to any kid in Berlin, Beijing, or Brooklyn.” The KidPower conference, attended by marketing executives from Burger King and Nickelodeon, among others, was held at the Disneyland outside of Paris. In Australia, where the number of fast food restaurants roughly tripled during the 1990s, a survey found that half of the nation’s nine- and ten-year-olds thought that Ronald McDonald knew what kids should eat. At a primary school in Beijin...
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This note was uploaded on 02/25/2014 for the course MGMT 120 taught by Professor Litt during the Spring '08 term at UCLA.

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