Research on Analysis of the Impact of Advertising Strategies on the Fast Food Market and Optimization Strategies

Abstract

This paper examines the impact of advertising strategies on the fast-food market and provides recommendations for optimizing these strategies. The importance of this topic stems from the fast food industry’s reliance on aggressive marketing to drive revenue in an increasingly competitive and health-conscious environment. Through case studies, such as McDonald’s and Burger King’s marketing approaches, this paper explores how pricing tactics, failure to adapt to health trends, and inconsistent digital marketing efforts have posed challenges to sustaining long-term profitability and customer engagement. The analysis highlights three key problems: the overuse of price-based promotions, resistance to change in response to health-conscious consumer behavior, and a lack of cohesive digital strategies. The paper then offers suggestions, such as shifting from price-based to value-driven marketing, effectively incorporating healthier menu options into brand messaging, and improving digital engagement with younger audiences. In conclusion, the research underscores the need for fast-food brands to evolve their advertising strategies to maintain relevance and profitability. By addressing these challenges, companies can better position themselves to thrive in a dynamic market.