FRANK'S CORNER Archives - Watch Out McDonald's, Burger King, & You Too, Dave!

Watch Out McDonald's^Ž, Burger King^Ž, & You Too, Dave! - May 1998

.......During the past several years many States and the Federal Government have succeeded in their attempts to obtain financial judgements against the tobacco industry. The Court decisions have been based primarily on the fact that Big Tobacco was well aware of the dangers of nicotine, yet it targeted its marketing efforts at specific demographic groups, such as children. Government coffers, at least in theory, will now be reimbursed for the billions of dollars spent treating the victims of smoking-related diseases.

........If I were a stockholder in any of the fast-food chains that abound in this country, I would be wary of the strong possibility that a precedent has been set by these Court judgements. Coronary heart disease is expensive to treat and kills many Americans each year. A major cause of coronary heart disease is a high-fat diet. There is an overabundance of high-fat menu items at most fast-food restaurants.

........The fast-food industry spends millions, perhaps billions, of dollars per year on advertising. The message is clear. We are fast and convenient; the food is super-sized and delicious; six McCholesterol Nuggets for only 99˘; a whole slab of bacon on three fried burger patties for only $1.99; up size your fries (and your salt intake) for only 19˘. As a special bonus, kids get the latest Disney toy, free!

........That's right! Kids! Perhaps the following memo could have been passed down at a secret McGrease board meeting: "Let's not forget to target our youngsters in a marketing campaign designed to create lifelong consumers, and let's start them as young as we can. Of course we know that too much fat in the diet is unhealthy, but we do offer a choice; we have a selection of healthy, low-fat salads so the choice is theirs and we're off the hook. By the way, let's upgrade the playground equipment, too". It matters not that these offerings are about as appealing as a plate of lawn clippings doused with contents of the six packages of ketchup usually found in every bag of McFood.

........Do any of you honestly believe that the famous Golden Arches would have succeeded by offering nothing but a menu of wholesome, delicious salads to graze on? "C'mon kids, let's all go to McVeggie's tonight. They're giving away a free Jane Fonda Workout booklet with every Happy Sprouts Meal!" I don't think so!

........In the final analysis, I believe the biggest difference between the products of Big Grease and those of Big Tobacco is that there are no known addictive substances, such as nicotine, in the average McMeal, although future discoveries could prove otherwise. This being the case, we are "hooked" more by our own unhealthy dietary habits than by some insidious biological substance. It is easier and faster to pile into the family chariot and "have it our way", than to cook a meal at home.

........Both industries, however, I feel are guilty of questionable advertising practices geared towards the young, and recently towards minorities as well. The message seems to be that the frequent and carefree consumption of these McFoods is pleasure without consequence. While maybe not as dangerous as unprotected sex, a high-fat diet is potentially as lethal. Perhaps it is time for the Surgeon General to require the following warning on all wrappers. "Warning! Consumption of this burger, whether broiled or fried, could be hazardous to your health."

......As an afterthought, is it just me or has anyone else noticed that the word "Please" has been replaced by the phrase "At the second window" when the price of the McDrive-Up order is quoted? I was taught to say "Please" when asking a customer for money, but this is apparently no longer the custom. Whenever I do go to a fast-food drive-up window, I come away feeling like I've been mugged, even though I did receive a product in return. Instead of "Give me all your money" I am rudely and hurriedly told "$4.99 at the second window". The "good old days" were certainly more courteous, if nothing else!

Back To Main Page