Adulting at third places: young consumers’ socialization at fast food restaurants

Purpose This study aims to examine how fast food restaurants, as third places, support young consumers’ transition to adulthood by fostering autonomy, competence and identity. In so doing, the results extend third-place theory beyond its traditional focus on social connection. Design/methodology/approach Researchers interviewed 24 American young adult consumers about their fast food consumption and performed grounded theory analysis of the interview data. Findings The results posit that fast food third places can impact the development of young consumers. Specifically, long-term patronization of fast food restaurants contributes to young consumers’ sense of autonomy, competence and identity because third place characteristics can validate and scaffold their personal development into adult consumer subjects. Research limitations/implications The findings result from a focused sample of young, middle-class Californian consumers and may not be generalizable to consumers in different socioeconomic, geographic or cohort circumstances. Originality/value This study offers a unique perspective on young consumers’ socialization by highlighting the role of third places in their transition to adulthood. In doing so, it extends third-place research by demonstrating that fast food restaurants not only foster social connection but also support individual transformation. Moreover, it flips the negative lens that is typically cast on the fast food industry, suggesting that fast food restaurants proffer opportunities for young consumers to develop attributes characteristic of adult consumer subjects.