An international study of fast-food dining perceptions: millennial parents, non-millennial parents, and peer judgement during fast-food family dining

Purpose This study aims to examine peer perceptions of a parent dining in a fast-food restaurant with their child. Design/methodology/approach A vignette approach was used to explore consumer assumptions and normative data using a four-country online survey of parents, with 1,200 respondents (300 from each of Australia, Canada, the UK and the USA). The study included qualitative and quantitative thematic analyses of the responses. Findings Family dining in fast-food restaurants was most often associated with an opportunity for family time together (25%), a treat (25%) and an unhealthy food decision (19%). For some, this is a normal meal that should not be judged (11%), for others, this is merely a meal of easy convenience (9%). Fathers, when depicted as the parent in the vignette, were more likely to be praised for spending time with their children, while mothers were more likely to be critiqued for making poor nutritional choices. Respondents from the USA viewed fast-food family dining more favourably than respondents from Australia, Canada or the UK. Social implications Despite rising obesity in these four countries, only 19% of respondents focused on the unhealthy element of the food choice, suggesting that perhaps this element is not on the forefront of consumer decision considerations. Originality/value This paper confirms parental peer perception differences, based on gender and country, regarding opinions on a child dining with a parent in a fast-food restaurant.