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Curbing Obesity

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Submitted By dawdlingstars
Words 3189
Pages 13
1. Executive Summary (145 words)
Carl’s Jr., a quick-service restaurant well-known for its enormous serving size, is one of the top ten fast-food chains in the United States. However, with the growing global health concern, there is a threat of societal backlash as the promotion of supersized food portions adopted by fast-food companies is often singled out as the leading cause of obesity epidemic. This report examines the rationale and effects of supersized food portions on the increase in food consumption, and analyses the effectiveness of portion-controlled measure to combat obesity. It suggests that Carl’s Jr. could thus leverage on portion-controlled strategy by developing a new line of meals with reduced portion, complemented by financial incentives such as vouchers and higher loyalty points. Overall, this report underscores the promising strategy for Carl’s Jr to capitalize on to improve our brand image and effectively capture a new demographic of health-conscious consumers.

2. Introduction (383 words)
Following the alarming intensification in the prevalence of obesity, there has been growing global concern to identify the associated factors of obesity (Tomer, 2012). Emerging attention has been placed on environmental factors, albeit obesity is multifactorial. With that, increased societal pressure is thus placed on purveyors of fast-food as they are inextricably blamed to have contributed to this burgeoning epidemic (Chandon, 2013; Leny Glas, 2012; Marchiori, Waroquier, Khein, 2012; Steenhuis & Vermeer, 2009; Tomer, 2012; Vermeer, Leeuwis, Koprulu, Zouitni, Seidall & Steenhuis, 2012; Wansink & Hukabee, 2005; Young & Nestle, 2002). Since the mid-1990s, “supersized portions” – a term coined by McDonald’s to entice consumers to purchase enlarged portions of food with a bargain price, is omnipresent in many companies of the fast-food

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