Abstract
BACKGROUND: The fast-food industry, a rapidly expanding business due to the influence of urbanization and busy lifestyles, has significantly shaped consumer food habits and quality food-seeking behavior. However, this fast-growing sector is frequently challenged by bacteria of clinical, microbiological, and economic importance, including Escherichia coli (E. coli). While many strains of E. coli are harmless and support digestion, pathogenic variants such as E. coli O157:H7 are responsible for severe foodborne illnesses, public health crises, and economic losses. MAIN BODY: Our study explores consumer behavior within the fast-food industry, highlighting its role in shaping responses to E. coli outbreaks. Also, it examines how increased awareness of food safety risks has influenced consumer decisions, such as adopting hygienic practices and preferring establishments that prioritize food safety. Furthermore, the study investigates the contribution of poor fast-food preparation practices-such as undercooking and cross-contamination-to the spread of E. coli and emphasizes the critical need for improved hygiene awareness among fast-food workers. We analysed notable case studies involving E. coli outbreaks linked to fast-food chains, and subsequently identified gaps in industry practices and consumer behavior that exacerbate the risk of foodborne illnesses. This emphasizes the importance of preventive measures, including industry-driven reforms such as enhanced food handling protocols and consumer education programs, to mitigate future outbreaks. CONCLUSIONS: This study aims to provide evidence-based insights into the shared responsibility of fast-food establishments and consumers in reducing the prevalence of E. coli infections. By addressing gaps in hygiene awareness and preparation practices, the findings emphasize the potential for collaborative efforts to strengthen public health outcomes and prevent further outbreaks.