- Tackling Pakistan’s Fast-Food Crisis: Healthier Choices, Corporate Responsibility, and Government Action Needed
Interview with Syed Kashif Rafi — Registrar and Director, Sustainability, International Linkages & Opportunities at ILMA University
PAGE: Tell me something about yourself, please:
Syed Kashif Rafi: Over the past two and a half decades, I have cultivated a dynamic and diverse career, holding key leadership roles across multiple industries. At ILMA University, I serve as the Registrar and Director of Sustainability, International Linkages & Opportunities, where I drive impactful initiatives in education and global collaboration. Additionally, I hold pivotal positions in other organisations, including Chief of Strategy & Marketing at Rapido and Chief Strategy Officer & Managing Partner at Tarbiyat.
My multifaceted experience has enabled me to make substantial contributions in academia, marketing, personal branding, entrepreneurship, and business strategy. I am also pursuing a PhD, underscoring my commitment to lifelong learning. As an Advisor to the Harvard Business Review Advisory Council, I contribute to shaping thought leadership in business and management. I have been honored to serve as a judge for the prestigious International Business Awards hosted by The Stevie Awards, reflecting my expertise in evaluating excellence on a global stage. My participation in high-profile events such as Vizathon2021, Education Policython, Policy for People at Harvard University, Hack+Policy, Make School, and Grammarly underscores my reputation as an industry expert and thought leader.
Beyond my formal roles, I am dedicated to knowledge sharing and capacity building. As a trainer, mentor, moderator, and master of ceremonies, I have engaged with audiences at over 200 conferences, training sessions, and events, consistently delivering valuable insights and fostering meaningful connections. In addition to my professional endeavors, I am passionate about social impact. For over 18 years, I have actively contributed to initiatives through Rotary International, leveraging my diverse skill set to make a positive difference in the lives of others.
Currently, I serve as Assistant Rotary Public Image Coordinator for Zone 1B, and I have previously held esteemed positions as Past District Secretary, Past Assistant Governor, and Past President. My commitment to social responsibility continues to drive my efforts to create lasting change in communities.
PAGE: What is your perspective about agriculture sector?
Syed Kashif Rafi: As someone deeply invested in sustainable growth and strategic development, I view Pakistan’s agriculture sector as a cornerstone of its economy and a domain brimming with untapped potential. Contributing nearly 20% to the national GDP and employing approximately 38% of the labor force, agriculture is not just a key driver of economic activity but also essential for food security and rural development.
Pakistan is among the leading producers of crops like wheat, sugarcane, rice, and cotton, and it ranks 4th globally in mango production. These strengths position the sector to play a transformative role in economic upliftment if leveraged effectively.
There are numerous opportunities to expand agricultural output and exports. Pakistan’s Basmati rice, for instance, is renowned internationally, with rice exports earning over $2 billion annually. Similarly, fruits such as mangoes and kinnow (citrus) hold significant export potential, particularly in high-demand markets like the Middle East, Europe, and Central Asia. Government initiatives like the Kissan Package 2023, which allocated PKR 1.8 trillion, demonstrate a clear commitment to supporting farmers with subsidized inputs and zero-interest loans. These measures are critical for enabling mechanization, improving crop yields, and expanding the sector’s capacity for value-added products like organic foods and processed goods. However, the sector is not without its challenges, and addressing them is crucial for sustained growth.
Climate change has emerged as a major disruptor, with erratic rainfall, floods, and rising temperatures reducing agricultural output. The devastating 2022 floods resulted in an estimated $13 billion in agricultural losses, highlighting the need for urgent reforms.
Additionally, Pakistan’s water stress index is among the highest globally, necessitating a shift toward climate-resilient practices such as drip irrigation, crop diversification, and precision farming. Post-harvest losses remain significant, ranging between 15-35%, and must be tackled through improved cold storage facilities and transportation networks.
In my perspective, Pakistan’s agriculture sector is at a crossroads, with immense potential to transition into a climate-resilient, export-driven powerhouse. By addressing challenges through policy reforms, technological adoption, and sustainable practices, the sector can achieve greater efficiency and productivity.
Collaborative efforts between the government, private sector, and international partners will play a pivotal role in unlocking the full potential of agriculture, ensuring it becomes a driver of inclusive economic growth while safeguarding the livelihoods of millions who depend on it.
PAGE: Speed of service is rather vital these days in fast-food cuisine business. Your perspective:
Syed Kashif Rafi: In Pakistan’s fast-food industry, speed of service is a key driver for meeting customer expectations and staying competitive, especially in urban hubs like Karachi, Lahore, and Islamabad, where lifestyles are fast-paced and time is a valuable commodity.
According to a study by Euromonitor International, Pakistan’s fast-food market is growing at a rate of 8-10% annually, fueled by urbanization, changing consumer habits, and an increasing youth population. For busy consumers, quick service is not just a convenience — it’s a necessity, making it a critical factor in customer satisfaction and retention.
Fast service also enables higher table turnover and reduces wait times, directly impacting profitability. While speed is vital, it should not come at the cost of food quality or safety, as this can negatively impact customer trust and loyalty.
A report by McKinsey & Company highlights that consistent food quality ranks among the top three factors influencing fast-food choices globally. Training staff to handle high-pressure environments efficiently and implementing well-designed kitchen workflows, such as lean kitchen management practices, can ensure that orders are delivered quickly without compromising on taste or hygiene.
Investments in technology, such as automated order-taking systems or real-time kitchen monitoring, can further optimise processes and reduce errors.
In today’s digital age, consumer feedback — whether through online reviews, social media mentions, or word-of-mouth recommendations — plays a crucial role in shaping public perception.
A study by Statista indicates that 78% of consumers trust online reviews as much as personal recommendations, making them a powerful tool for influencing potential customers. Fast-food establishments that consistently deliver quick, high-quality service are more likely to receive positive feedback, enhancing their reputation and attracting a broader customer base.
Offering digital order tracking and loyalty programmes can also improve the overall customer experience, further solidifying brand loyalty.
In summary, speed of service in Pakistan’s fast-food sector is indispensable for meeting consumer expectations and thriving in a competitive market. However, maintaining a balance between speed, quality, and safety is key to long-term success. By adopting modern operational techniques, leveraging technology, and fostering a customer-first culture, fast-food chains can not only meet but exceed the demands of today’s discerning consumers.
PAGE: Quick and efficient preparation as well as distribution might be coming at a cost. What is your standpoint in this regard?
Syed Kashif Rafi: While quick preparation and distribution are hallmarks of the fast-food industry, they can sometimes lead to compromises in food quality, nutritional value, and employee well-being. The drive for speed may result in the use of highly processed ingredients, which can have adverse health effects on consumers.
Additionally, employees may face high-pressure environments, leading to job dissatisfaction and high turnover rates. It’s imperative for fast-food businesses to find a balance between efficiency and quality. Implementing standardized procedures and investing in staff training can help maintain speed without sacrificing the integrity of the food or the well-being of employees. Moreover, sourcing fresher ingredients and preparing components in advance can contribute to both quick service and healthier offerings.
Ultimately, a sustainable approach that considers the health of consumers and the welfare of employees will lead to long-term success. By prioritising both efficiency and quality, fast-food establishments can build a loyal customer base and a positive workplace culture.
PAGE: Fast-food products are often highly processed and precooked or frozen and may contain artificial preservatives in addition to high levels of sodium, cholesterol, saturated fats, and refined grains and sugars. How would you comment on it?
Syed Kashif Rafi: The prevalence of highly processed ingredients in fast-food products is a growing concern, particularly in Pakistan, where changing lifestyles and urbanization are driving a shift in dietary habits.
Many fast foods are high in sodium, unhealthy fats, refined sugars, and artificial preservatives, which contribute significantly to the rising burden of non-communicable diseases (NCDs).
According to the World Health Organisation (WHO), NCDs such as obesity, diabetes, and cardiovascular diseases account for approximately 58% of deaths in Pakistan, a figure that is expected to rise if dietary patterns remain unchecked.
Alarmingly, the prevalence of obesity among adults has nearly doubled in the past two decades, further exacerbating the public health crisis. Amid these challenges, a positive shift is emerging as consumers become increasingly health-conscious. Fast-food chains and food businesses have an opportunity to lead this transition by offering healthier options, such as items made with whole grains, lean proteins, fresh vegetables, and natural sweeteners.
Reducing the levels of harmful additives like trans fats and high-fructose corn syrup can significantly enhance the nutritional value of their menus.
Initiatives like calorie labeling on menus, offering smaller portion sizes, and including vegetarian or low-fat options can cater to the growing demand for balanced diets. Such measures not only align with customer preferences but also demonstrate a commitment to corporate social responsibility and public health.
The role of the government is equally critical in fostering healthier eating habits. Policies like imposing higher taxes on highly processed, sugary, or junk foods and subsidizing healthier alternatives can guide consumer behaviour. Strict enforcement of regulations on food labeling and advertising, especially targeting children, can further discourage the consumption of harmful fast foods. In some countries, restrictions on the sale of unhealthy snacks in schools and public institutions have shown positive results, a model that Pakistan can adapt to its local context.
Public education is another cornerstone of combating the health risks associated with fast-food consumption. Awareness campaigns, using both traditional and digital platforms, can help people understand the link between their diets and long-term health outcomes.
Collaborative efforts with schools, workplaces, and community organizations to promote nutrition literacy can empower individuals to make informed food choices. Additionally, promoting home-cooked meals, emphasising traditional diets rich in legumes, whole grains, and fresh produce, can counteract the fast-food culture.
By combining individual awareness, corporate responsibility, and government intervention, Pakistan can address the health challenges posed by fast-food consumption and create an environment that supports healthier living for all.