• Version
• Download 4
• File Size 287.23 KB
• File Count 1
• Create Date 8 June 2025
• Last Updated 8 June 2025

Trust and Reputation in Fast-Food Restaurants:

The Role of Communication, CSR, and Sustainability

Dr. Shweta Patel, Mr. AbhayAgrawal

• Dr Shweta Patel – Assistant Professor, Amity Business School, Amity University, Chhattisgarh
• Abhay Agrawal, Student, Amity Business School, Amity University Chhattisgarh

ABSTRACT

This research delves into the strategic use of public relations (PR) in enhancing consumer trust and brand image in India’s competitive quick-service restaurant (QSR) space. The dissertation particularly evaluates how CSR (Corporate Social Responsibility) and sustainability are communicated by leading global QSR brands like McDonald's, KFC, Subway, Burger King, and Pizza Hut.

Using a quantitative approach, the study gathered consumer feedback via online surveys to understand brand perceptions. McDonald’s emerged as the leader across key dimensions such as hygiene, customer satisfaction, and CSR practices. KFC maintained a favorable standing in food quality and service, while Subway gained appreciation for promoting healthier choices. In contrast, Burger King struggled with CSR perception, and Pizza Hut ranked lowest in several areas, reflecting weaker consumer engagement.

One of the key insights from the abstract is that factors like ethical business behavior, environmentally responsible practices, and delivering strong customer experiences now significantly influence how consumers select and remain loyal to a brand. Sustainability is no longer an optional add-on but a defining element of brand identity and trust. The research underscores the increasing relevance of transparency and social commitment in brand communications, particularly in the food service industry, which often faces ethical scrutiny.

The findings suggest that brands that effectively convey their values and sustainability efforts through strategic PR can enhance loyalty and maintain a competitive edge. These insights offer valuable implications for marketers and corporate communication professionals seeking to align consumer values with brand narratives.