Throughout the years McDonald's has been the number one leading fast food restaurant in America and many other locations globally. Unfortunately, in recent years the trend has decreased, but ever so slightly. Influences and factors all combine persuading consumers to eat at McDonald's, however it is ultimately the consumer's choice as to whether or not they decide to get fast food. Conversations and positions on this particular standpoint vary as readers are able to tell through multiple articles and other common sources. For instance, many people say that the fast food industry increases obesity in America; as others will argue that the advertisements persuade kids. Many people are also inclined more by the fact that it is convenient compared to the effects it may have on their health. Time is also very limited these days within the work hours and a quick lunch wins over many hard working employees. All of these factors come together to back the claim that it is no more McDonalds fault then it is the consumers. People will say that McDonalds food is bad and their calorie levels are to high, however, studies show that the calorie intake from fast food is not the main factor that makes fast food restaurants less healthy. If anyone is to blame it should be the consumers who continue to thrive in the unhealthy food industries. 

While McDonald's continues to thrive within the United states so does their increase in sales. In total the fast food industry makes about $66 billion dollars with an exceptionally high growth rate. Most often the fast food restaurants rely on their advertising techniques to bring in annual customers, especially children. In the article, Examining the Relationship Between Advertising Expenditures and Sales of Quick-Service Restaurants in the United States, research is done to see if advertising in fact increases the sales of the five main fast food restaurants including McDonald's. It states, "For McDonald's, Wendy's, and Domino's, outdoor advertising expenditures showed a significant and positive relationship with sales revenues" (Kamal et al 62). The research proves that there is a direct correlation between sale revenue generated by advertisements. This is only one of the many different factors that is contributed in a customers thought process when deciding on whether or not to eat fast food, McDonald's. Children play a huge role in persuasion when it comes to families eating at fast food restaurants.

Persuasion is key when it comes to getting people to want to eat at a fast food restaurant. Within the article, Marketing Strategies for Fast-food Restaurants: A Customer View, researchers study consumers from the U.S. and from Canada to see if they have interchangeable views about the fast food industry. One of the main fast food restaurants studied happens to be McDonald's. At first, researchers are prompted on how consumers are easily persuaded to eat at some fast food restaurants. In the article it states, "Hence, it seems that less frequent fast-food buyers are seeking price deals and promotions before visiting a fast-food restaurant as well as responding to their children's requests" (Ali et al 20). Children are the number one reason why parents and other adults decide to go to fast food restaurants. This is shown not only in the U.S. but also in Canada creating a similarity between the two consumer's ideals. Another quote continued to enforce this statement saying, "In general, consumers express concern about their health, salt intake and cholesterol, but those factors such as easy preparation, taste and appeal to children dominate their buying behaviour[4]." (Ali et al 16-17).  This furthers the primary statement saying that not only do the consumers both want a fast preparation, but they want to make their kids happy as well. Kids are ultimately the restaurants main influence on other consumers and are even a determining factor when deciding where to locate the fast food restaurant. 

The location of a fast food restaurant also plays a key role in why so many fast food customers are children. Most fast food restaurants are strategically placed around neighborhoods containing a high amount of younger children. Statistics show, " ...  variety, price, delivery service and location are closely associated with the first two age groups (12-17 and 18-24), which are described as young consumers." (Ali et al 20). Young adults are their number one consumers because they have no way of transportation and are not as skilled when it comes to making healthy meals. This is because of their limited schooling, which is also effecting their choices due to the lack of knowledge translating into bad decisions to be made unintentionally. 

Food deprivation levels have a huge role when it comes to consumer choice's. The article, The Impact Of Health Claims And Food Deprivation Levels On Health Risk Perceptions Of Fast-Food Restaurants, evaluates countless factors that connect obesity and food insufficiency. Without knowledge, one really does not know whether they should be eating healthier foods or if they are able to consume some unhealthy foods within their diet. Not only is this seen in young Americans, but adults as well. One such claim is, "It is worthwhile to encourage greater dietary involvement among food insufficient individuals" (Cadario 133). Those with an insufficiency are most likely those of a lower class or low income which contribute to the lower level of education. With the low level of education, people are unable to make the right decision when it comes to healthy food habits initially leading to a variety of unhealthy weight problems such as anorexia and obesity. By teaching everyone about the human body and the effects of healthy and non-healthy meals, Americans have a better chance of maintaining a healthy weight. Knowing whether or not people are able to eat at McDonald's is a choice then the consumer can make with the concrete knowledge and better judgment. This is also why younger children are subject to eat at McDonald's because of their limited years of schooling, however it does not just effect people as children but when they become adults as well. After high school many people tend to find a job which can strain their amount of free time. Recently jobs have required more work outside of the work hours which can affect a persons eating habits as well. In the article, Factors Influencing Lunchtime Food Choices Among Working Americans, it says, " ... factors related to purchasing lunch from fast-food places found that life stage and resources were important with younger workers and those with a high school diploma or less education more likely to purchase lunchtime foods from fast-food places compared to older workers or workers with college educations, respectively" (Blanck et al 299). Lack of a good education can effect a person's ability to change the way they eat during short lunch breaks. It again increases a greater risk of obesity and unhealthy food habits that are prolonged throughout one's lifetime. As a lack of education is a major problem with unhealthy eating habits, many people will argue that advertisements are a greater threat.

 Children are always the focus of fast food restaurant advertisements because they are easily persuaded. However, strict guidelines are set in place to help regulate the effect that McDonald's commercials have on young children. A study within the article, Children's Recall of Fast Food Television Advertising -- Testing the Adequacy of Food Marketing Regulation, shows that if parents pay more attention to what their kids watch on television, their kids will be less affected by the adds. The article states, "Parents wishing to stick to network programming could reduce exposure by blocking channels, like Nickelodeon, that refuse to comply with minimal nutritional standards for food advertising" (Bernhardt et al 8). This statement shows how consumers have the ability to disengage themselves from being swayed into making bad eating habits. All leading to the choice of the overall consumer and the lifelong habits that will be ingrained in their children. As easy as it is to put an ad on the television, it is just as easy for parents to say no to their children. Consumer's need to switch their attitude into realizing the opportunities at hand and continue increasing their preferences on food quality to prevent eating fast food restaurants.

While the consumer's attitudes changing, McDonald's is forced to keep up with their preferences. If consumers change they way they eat food McDonald's will have to change the way they produce and serve it. Many consumers are worrying more then ever about the quality of the food they are eating. In the periodical, X-Ray: McDonald's, is says, " ... McDonald's is playing catch-up, so far cutting anti- biotics in its chicken." (Derousseau 45). Once the McDonald's consumers come to a decision that they will only eat healthy food McDonald's will have no choice but to upgrade their food standards. Customers are also demanding customized orders to fit their wants and dietary needs. Due to the wants of consumers, McDonald's has responded by, " ... rolling out kiosks in up to 14% of its U.S. locations this year where customers will be able to build their own burgers" (Derousseau 45). This will not only cater to the consumer but also the sales revenue of McDonald's if they are able to keep filling the orders just as fast. Another article, Cross-Cultural Competitive Benchmarking Of Fast-Food Restaurant Services, backs up the claim that when people demand certain qualities McDonald's will respond whether in the U.S. or Korea. In the article it states, " ... Korean customers are ...  less concerned with taste of food than the US customers ...  Korean customers tend to appreciate cleanliness of the restaurant significantly more than their US counterpart... the Korean customers tend to value employee courtesy significantly more than their US counterparts, while they are far less sensitive to price changes than their US counterparts. This finding indicates that the Korean customers do not care much about bargain or value meals as compared to the US customers" (Min 228). As stated in the quote the more consumers value certain qualities in a fast food restaurant the more restaurants will take it upon them to form to the customer's expectations. It all starts with the consumers, once they demand a healthier product, McDonald's will respond by integrating healthier products. 

Many Americans customize their meals to fit their dieting needs, however many do not realize that people do not need to worry about the calories but the nutrient intake and the quality of the overall making of the food itself. College students are found to have a harder time eating healthier food and are more prone to start a dieting plan, especially women. In the article, College Students' Perceptions Of Fast Food Restaurant Menu Items On Health, it states that, "Educating the female population on the importance of food quality, especially the need for healthy fats in the diet, sufficient and varied protein intake with each meal, weight maintenance via weight-bearing exercise, and presenting the possible dangers of ingredients in certain food products ... is crucial" (Stockton et al 79). Understanding the difference between good and bad food can be tricky especially in a fast food restaurant where the nutritional value must be evaluated before making the decision. Within the study, students are more likely to choose a salad over a hamburger as being healthier. The truth is, is that just because the salad does contain less calories does not always mean that it is better then the other. The article states, "Although the lettuce salad was the lowest calorie option from the choices provided, it also was the least nutritional ... " (Stockton et al 77). As many Americans become harder critics on the food that they eat, they must acknowledge the fact that calories are not the only thing that makes a meal unhealthy and that they could have made a meal themselves.

Many people choose to go out to dinner just because it is more convenient to them and then they can spend more time on something else. Some people will say that advertisements and the fast food industry itself is harming Americans and creating a disrupt society, however, it is the choice of the consumer whether or not to peruse eating at fast food restaurants. In the article, An Inconvenient Truth, it claims, "Our children's diet is parental passivity at its worst" (Spence 566). Not only are parents giving in to the pressure of their kids but they are making fast food normal in everyday lives. McDonald's is considered fast food as well as every other supermarket that all make food adding excess salt, calories, and additives, yet people associate unhealthy foods with the chain restaurants. A recent study from the article, Changing Household Characteristics And The Away-From-Home Food Market: A Censored Equation System Approach, shows that, " ... the nutritional quality of fast food is not poorer than that of meals and snacks traditionally consumed at full-service restaurants" (Stewart 644). There is no more harm in going to McDonald's compared to a "regular" restaurant because they both hold the same nutritional value in different aspects. Since children are constantly given processed food the amount of children able to getaway from weight complications diminishes as they grow older. Parents are not the only ones to blame, however, as schools have lost touch with the aspect of homemade cooking. Not only do schools now use frozen food, but after school activities get in the way of what use to be supper time. Even with kids not home for supper parents can easily pack them another homemade lunch to eat for supper. The problem is that it is a hassle and parents do not want to wake up any earlier then they have to. As it states in the article, "Our society is "allergic" to accepting responsibly, so it is all the fault of advertising and the food industry ...  All the excuses about time or cost are just that: excuses. We got what we wanted -- wealth, comfort, and, above all else, convenience -- but on the way we have lost much." (Spence 566). The only people to blame are the ones who chose to consume the convenient food that comes along with the wants of Americans. Fast food restaurants are only giving Americans what they want and in return are blamed for the hypocritical effects of consumer's decisions.

Overall studies have shown how consumers take McDonald's for granted and are unable to take responsibility for their own choices. Advertising does play a role in getting consumers into the restaurant, however they only make up a very small fraction of the consumers deciding factor. Convenience and children are two of the most prominent deciding factors when it come to eating fast food. People are getting lazy and do not want to take the time out of their day cooking a healthier meal. Getting fast food is quick and easy when it comes to making food for a whole family as children are also extremely hard to please and happen to enjoy fast food. With this in mind, many parents would much rather please their kids then go through the troubles of making dinner. Research also shows how under educated people, children and some adults, have a higher rate of eating at McDonald's. Without complete knowledge of how not eating at fast food restaurants can help their overall health many risk the increased chances for obesity. Other factors that influence a consumer's decision to eat at McDonald's include after school activities, work, television, and consumer preferences. Ultimately, each one of these can mean nothing if the consumer truly does not want to eat at McDonald's such as parents can switch the station, pack dinners for their children, pack themselves lunch for work, and demand a higher quality food. It is just as easy to say no as it is to say yes when it comes to fast food. 

