Belgian
Several years ago, Exki revolutionized the world of fast food in Belgium. Quality products, healthy food that you can eat on the go, that was the brand’s promise. However, recently, Exki announced that it was on the verge of bankruptcy. In question? Unprofitable choices, such as the establishment of unprofitable stores in France, but also a less favorable positioning in the Horeca sector. This is because, in terms of attractiveness, these fast food restaurants struggle to compete with the offerings of the major iconic fast food brands.
“Our brain thanks us when we provide it with calories, which explains why the traditional offering of burgers, fries and sugary drinks is still very successful. For a large part of the population, this aspect is more important than the nutritional dimension,” explains Nicolas Guggenbühl, dietician, nutritionist and professor at the Haute École Léonard de Vinci. Not to mention certain memories revived thanks to food. “We eat with a lot of emotion. We want something good, comforting, which responds to things we know, and familiarity plays a lot in this impulsive eating,” analyzes Alexandra Balikdjian, doctor of psychology and consultant in consumer psychology.
“The context is not favorable to healthy eating and encourages so-called… survival behaviors”
Crisis context, inflation, mental health, anxiety… All these parameters come into play. “Sources of stress, whether in terms of personal purchasing power or the global geopolitical and climatic situation, can influence our food choices. We know that mental health is deteriorating, that we will be more inclined to seek compensation through fatty, sweet and salty foods which will give us a shot of cerebral dopamine which, in the space of a few minutes, will make good”, summarizes Nicolas Guggenbühl. Without forgetting this justice of the peace that remains purchasing power. “Alongside this global movement which urges us to rethink food and avoid ultra-processed products, the problem is that, when we question consumers, their biggest obstacle to healthier products is generally “accessibility and price”, asks Alexandra Balikdjian. And even at the same price, “we are more inclined to pay for calories than for salad or raw vegetables,” says the dietitian and nutritionist.
Certainly, taste plays a major role in what we decide to eat. This affects our pleasure and our feeling of comfort. “The problem is that healthy eating is not necessary. Brands like Exki have certainly succeeded in developing an offer with a good compromise between the healthy side and taste satisfaction, such as the principle of salads, quinoa with raw vegetables, vegetables, etc. But that’s probably not enough anymore. “The context is not favorable to healthy eating and favors so-called… survival behaviors,” explains Nicolas Guggenbühl.summarizes Nicolas Guggenbühl.
Race against time
Fast food is still popular. We live in a society where time is limited: we have to work, do our shopping, take care of the children… Eating ourselves can take time, and after cooking our evening meal, we sometimes don’t have the time. time (nor the courage) to prepare a lunch for the next day. “It also requires ingredients, planning and these are things that are very complicated for some people,” explains Alexandra Balikdjian. This is why the accessibility of fast-food brands is essential: they are everywhere, or at least, they do their best to be. No need to travel miles to see them.”
Wellness Marketing
Fast food brands offering a healthy offering can provide a certain pleasure. “The consumer who has eaten his soup and quiche will also have the feeling of having eaten something good for him, balanced, pleasant. Here too, a certain notion of pleasure appears. Furthermore, other well-being arguments are put forward: you can stay as long as you want, work on site, etc.”
Really healthy?
Basically, are we really eating healthy in these healthy fast food restaurants? “Compared to other fast food restaurants, this is an offering that makes it much easier to achieve nutritional objectives: whole grains, more vegetables, etc.,” explains Nicolas Guggenbühl. But it’s not because we go to Exki that we will necessarily eat healthily. You can very well choose to have very sweet cookies and pies. In this type of brand, the notion of indulgence is still very present.”
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