Fast Food and Nutritional Perceptions in the Age of “Globesity”: Perspectives from the Provincial Philippines

Abstract

As the influence of corporate fast food expands outside of the U.S. and Europe, many of the health problems previously associated with Western eating habits and nutritional regimes are beginning to proliferate across the developing world. Significantly, their rise serves as a troubling indicator of the “globesity” that threatens to overwhelm existing health care systems worldwide. To better understand the role of fast food cuisine in this accelerating trend, this article examines prevailing fast food consumption patterns and nutritional perceptions in the contemporary Philippines. Data from a 2005 consumer survey completed by over 160 college students in a provincial Philippine city provide insights into how this style of cuisine is now conceptualized and utilized locally amongst young adults. No less significant, survey findings also establish a basis from which tentative conclusions can be drawn about fast food's growing impact on health and health behaviors in moderate and low income countries.

The author wishes to thank Josie Gonzalez, Mario Granada, Martha Heine, Dr. Barbara Kinsey, Dr. Leslie Sue Lieberman, Lorena Matejowsky, Dr. Michael Newlin, and Andrew Todd for their valued contributions to this work. Moreover, gratitude is extended to the University of Central Florida (UCF)'s Department of Anthropology, UCF's Office of Commercialization and Research, and the UCF Southern Region for their support during this research endeavor.

Notes

∗Marginal totals can be less than 161 due to missing values. Data from the “Fast Food” column define corporate fast food in a very broad sense. Thus, it does not directly relate to any particular restaurant chain nor does it narrowly focus on national and multinational brands. Likewise, it is not limited to one specific genre of fast food. Data presented in the “Jollibee” and “McDonald's” columns pertain only to the respective chains.

∗Marginal totals can be less than 161 due to missing values. Data from the “Fast Food” column define corporate fast food in a very broad sense. Thus, it does not directly relate to any particular restaurant chain nor does it narrowly focus on national and multinational brands. Likewise, it is not limited to one specific genre of fast food. Data presented in the “Jollibee” and “McDonald's” columns pertain only to the respective chains.

∗Students could answer as many dining that personally apply.

∗Marginal totals can be less than 161 due to missing values. Data from the “Fast Food” column define corporate fast food in a very broad sense. Thus, it does not directly relate to any particular restaurant chain nor does it narrowly focus on national and multinational brands. Likewise, it is not limited to one specific genre of fast food. Data presented in the “Jollibee” and “McDonald's” columns pertain only to the respective chains.

∗Students are asked to individually rank six fast food brands, three American (McDonald's, Shakey's Pizza, and Kentucky Fried Chicken) and three Filipino (Jollibee, Chowking, and Greenwich Pizza) in terms of dining preference. “First” ranking entails what respondents view as the most preferred brands while “Sixth” ranking denotes what respondents view as the least preferred brand.

∗Students are asked to individually rank six fast food brands, three American (McDonald's, Shakey's Pizza, and Kentucky Fried Chicken) and three Filipino (Jollibee, Chowking, and Greenwich Pizza) in terms of nutritional value. “First” ranking entails what respondents view as the most nutritious brand while “Sixth” ranking denotes what respondents view as the least nutritious brand.

∗Listed items represent McDonald's core menu in the Philippines during summer 2005. Not included are seasonal items or promotions that are periodically made available for short periods of time.

∗Listed items represent Jollibee's core menu in the Philippines during summer 2005. Not included are seasonal items or promotions that are periodically made available for short periods of time.