Pick Your Poison
In an age of sophisticated consumption, gourmet groceries, and a general movement towards more health conscious habits, fast food has been thrown into the spotlight as the enemy number one. While people remain busy yoga-ing their way to enlightenment in the quest for longer, healthier lives, protectionist policies, and ex presidents have joined in the war for a citizen’s opportunity, no, god-fearing right, to the opportunity for better, decisions about food intake.
As fast food industries have gradually become aware of their status as the elephant in an increasingly health conscious room, burger chains have taken vastly different approaches to this sea change:
Wendy’s has modestly added healthier options to value meals, offering a choice of salad in place of French fries.
McDonald’s has gone further, targeting diet conscious foods and even portions specifically for men or women.
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Will any of these changes, big or small, make a difference for an industry based upon grease and large portions? Can a publicity face lift change the body and soul of the beast?
The only fast food chain to accept its role in society as morally corrupt and tattoo it on its forehead, is Burger King. While Burger King’s recent combination of buzz web activity and over the top machismo (King video games) has sustained significant attention, the real genius has come through their character of the King, and their glorious acceptance that their product is a vice. Fundamentally, it works.
Eating greasy food is indulgent, now nearly universally accepted ‘guilty pleasure’. Burger King does not lie to create a fantasy of health food. Instead they choose to omit the topic of health at all. When not thinking about health, its easier to be unhealthy, and feel good, even proud, about the decision to be unhealthy. Much like a trip to Vegas, a drug binge, or a credit card shopping spree, blocking out regret is easier when you focus on the thrill of the how good it feels to be bad
The Seducers - Unavoidable Infiltrators || Cytown
* Taco Bell is not listed among the restaurants, as it is no longer actually considered food by most Americans.
