Gen Z had eluded Subway. Teens are watching less live TV, so they don’t see its ads, and they don't like direct advertising. So Subway launched sitcom The 4 to 9ers, and the first season attracted 18 million viewers. But who wants to watch a TV show created by a fast food chain?

People want big brands to consider the planet as well as their patrons. Chipotle is ahead in this game, with the recent release of their app-game hybrid campaign The Scarecrow demonstrating the power of emotional storytelling.

We’ve all experienced ordering food at a restaurant and having to wait ages for it to be ready. Aiming to solve the problem, McDonald’s is running a test programme with the promise of delivering drive-thru orders within 60 seconds - or customers receive a free lunch.

With a powerful elite of foodies taking to social media and demanding all things 'local, 'real', and 'independent' how can big food companies challenge the perception that they're part of the problem?