1. BIG FAT Presented by:
Akhil Das
LIABILITY Anshul Singhal
Aditya Singh
Arka Mukherjee
Mayank Jaswal

2. CONTENTS:
 Introduction
 Tussle
 Preventive Measures
 Stakeholders Analysis
 Arguments
 Managers Actions
 Best Solution
- Role of the consumer
- Role of the industry
- Role of the Government
 Conclusion

3. INTRODUCTION
 In 2003, lawsuit was filed against McDonald’s for
marketing products that are high in fat, salt, sugar and
cholesterol
 U.S. Surgeon General’s report (2001) findings:
 6 out of 10 adults and 13% children and adolescents were
overweight or obese
 Obesity in US among adults had doubled and among
adolescents had tripled since 1980
 Around 300,000 premature deaths a year
 Direct and indirect costs of being overweight were $117 billion a
year

4. TUSSLE
 In 2000, Americans consumed around 2750 calories
day, well above healthy amount needed
 Exact role and contribution of companies in this mayhem
was unclear
 Several lawsuits were filed against food companies
 In 2005, Cheese-Burger Bill was introduced shielding
producers and retailers but did not become law

5. PREVENTIVE MEASURES
 Kraft changed recipes for some products
 Labeled products which were high in nutrients and low in
calories
 Stopped advertising to children
 McDonald’s introduced salads with low-fat dressing
 Pepsico switched to nonhydrogenated cooking oils

6. Q1. What are the argument for and against
the proposition that the food and
restaurant industries should be held liable
for the rise of obesity in the U.S.

7. STAKEHOLDER ANALYSIS
STAKEHOLDER POWER INTEREST
Food and Restaurant HIGH – major chunk of the HIGH – many lawsuits are
Industry problem is generated by filed against them and their
them revenues are getting
affected
Consumers LOW – not much they can HIGH – high no. of
do except changing their premature deaths and
eating habits and major cause of other fatal
consumption disease
Trail Attorney and Legal HIGH – their decision can HIGH – rising no. of
counselors influence both consumers lawsuits filed can become
and industries a headache for them
Government HIGH – can make laws and HIGH - maintaining health
regulation against the of its people and reducing
industry death are major concerns

8. ARGUMENTS
In-favor Against
 High increase of 57.77%  Not addictive like cigarettes
per year in spending  Obesity could result by
compared to growth in overeating, sedentary
population (38.35%) over lifestyle or general
30 years predisposition
 Increased competition
prompted companies to
give more for less
 More processed products
developed carrying
excessive calories
 Inappropriate marketing to

9. Q2. In your opinion should the
Food and restaurant industries be
held liable for the rise of obesity
or not ?

10. WHO IS LIABLE???
 Increased spending on fast foods
 Overweight rate soared from 5% to 16% in children aged
9-16
 This age group is most vulnerable to unhealthy side of
fast foods
 No. of restaurants per capita rose significantly
 Inadequate communication of health related risks by
food companies

11. Q3 If you were manager for a fast food
chain or food company what action
would you take with respect to
obesity , If any?

12. MANAGER’S ACTIONS
 Serving the right portion is the key
 Prices and quantities will be strategically set to make
consumers select appropriate portion sizes
 Mentioning calorie levels against each food item in price
menu along with healthy amount required by a person
 Promoting fruits and vegetables
 Promoting soups and juices more compared to aerated drinks
 Running campaigns to spread awareness about advantages
of proper sleep, controlled diet and regular exercise

13. Q4. What do you think is the best
solution to the obesity epidemic ?
What role can the food and
restaurant industries , trail attorney ,
government policy makers and
regulators and individual consumers
play in a solution. If any ?

14. BEST SOLUTION
ROLE OF THE CONSUMER
 Consumers are most important player because they
make individualized choices about food and lifestyle
 Influencing the consumer with comprehensive nutrition
information and healthy food choices
 Four motivators of consumer decision are: taste, quality,
convenience and price
 Survey shows though consumers want healthy eating
and good nutrition, they are more concerned about taste,
convenience and store

15. BEST SOLUTION
ROLE OF THE INDUSTRY
 Industry should be committed to giving clear, consistent
and honest product claims
 Retailers and restaurants should offer consumers
relevant information about the products they purchase
 Industry should promote nutrition education at all levels,
from public schools to medical schools
 Creating new products meeting individual nutrition needs
and reformulating existing products to be healthier

16. BEST SOLUTION
ROLE OF GOVERNMENT
 Government can help educate consumers to make
healthier choices through food labeling, physical activity
endorsement and the support of community-based
programs
 Can provide incentives to industry for production of low-
calorie nutritious food
 Can stimulate media participation in prevention of
obesity
 Can develop and support new food technology

17. CONCLUSION
To help fight the battle against obesity, the food industry
must team up with the government, academia, and the
medical community to help inform consumers,
strengthen nutrition education, and develop healthier
product choices. Giving consumers the best nutrition
information and the best nutritional food options may
empower them to make individualized lifestyle changes
that will help overcome energy imbalance and, in the
long term, may help curb struggle with obesity.

18. REFERENCES
 http://www.huffingtonpost.com/halle-tecco/how-the-food-
industry-can_b_553420.html
 http://banzhaf.net/obesitylinks.html
 http://www.ssireview.org/opinion/entry/how_the_fast_food_in
dustry_can_fight_obesity
 US census – www.wikipedia.org