Fast Food and Slow Change: A Preliminary Look into the Evolution of Dining and Consumer Culture in Johannesburg

Abstract

This research project examines the evolution of fast food in South Africa, focusing on Johannesburg’s early dining scene, and the subsequent shift toward a fast food culture similar to that of the United States. It explores the introduction of American dining influences, particularly through the emergence of local fast food chains like Steers, and Spur, and how they reshaped previous dining habits. This research contributes to understanding the impact of globalisation—specially American consumer culture—on South African food trends from the mid-20th century onward. It suggests that food serves as a societal marker, reflecting broader socio-political and economic shifts in both South Africa and globally, and that our food choices reveal underlying social attitudes. The main objective of this research is to analyse the transformation of South African dining spaces by looking at the factors behind the adoption of fast food and the broader cultural implications thereof. It explores three key phases: Early dining spaces in Johannesburg under British political influence, the preliminary phases before the adoption of a modern fast food system, and the development of local fast food chains that catered to new consumer desires and aspirations. The research emphasizes the role of socioeconomic factors, urbanisation, and consumer culture throughout this process. The methodology involves making use of comprehensive review of available historical and contemporary sources, including restaurant records, advertising materials, and news articles and secondary literature on South African food culture and globalisation. Additionally interviews with former industry leaders and various examples of digital ephemera offered insights into the lasting impact of fast food chains on South African society. The implications of this research are significant, and reveal how fast food has become ingrained in South African culture, shaping dietary habits, social practices, and economic development. By exploring these shifts, the research project encourages further discussion on the broader effects of globalised food systems and their influence on local cultures, providing a framework for understanding the complexities of food identity in a rapidly evolving society.