Multicultural NZ on fast-food map
Another US fast-food player, Taco Bell, could be entering the New Zealand market in the ‘‘not too distant future’’, but a marketing expert says although it makes perfect business sense, consumers may not necessarily need it.
Senior marketing lecturer at the University of Auckland Mike Lee said the Mexican-style chain could saturate the market.
‘‘As a business move, Taco Bell has the big brand name so it’s a matter of Restaurant Brands diversifying its presence. But from a consumer’s perspective do we really need another Mexican fast food restaurant? Probably not.’’
An OECD report last year revealed New Zealand had been in third place in the worldwide obesity stakes since at least 2007, but then 26.5 per cent of adults were obese. Now, that rate has crept up to 30.7 per cent.
Restaurant Brands chief executive Russel Creedy told RNZ on Wednesday that Taco Bell would open in New Zealand soon, following strong sales overseas.
‘‘It’s not a matter of if; it’s a matter of when … I can see it being in the not too distant future, a year or two, and I’m looking forward to it.’’
The company first hinted at bringing the popular chain to New Zealand last year, after it took over the Taco Bell and Pizza Hut stores in Hawaii in 2016 for $146 million.
While the healthy eating trend had been growing, University of Otago nutrition fellow Lisa Te Morenga said the multimilliondollar brands had a strong hold on advertising and marketing.
‘‘When you compare how big fast-food chains advertise with say, the public health sector promoting fruits and vegetables, it’s clear to see one has a lot more money and influence internationally than the other,’’ Te Morenga said.
‘‘America still has a huge influence on the world; it’s subliminal advertising that gets us – in movies, on social media.’’
She said fast food entered the market in lower socioeconomic areas where there was a slower pick-up of healthful eating.
‘‘They’re targeting the demographic that works long hours, or shift work for less pay, have less awareness of healthy eating and are looking for food that’s cheap,’’ she said.
Lee said New Zealand’s growing and increasingly multicultural population had put it on the map as an attractive market for international food and retail brands.
‘‘We’re usually the last place to get things. The fact they are now thinking of opening a Taco Bell here means New Zealand is being perceived as a market that has a more globalised attitude and as one that is ready for it.’’
‘‘They know Mexican restaurants have been profitable here so they want to cash in on it.’’