The McDonald's Rationalization
"Where you been, bitch?"
week, I did something bad. Really, really bad. It was Wednesday, and I
was very hungry. But I was also very busy, and short on cash. And so I
decided, with a sorrowful resignation, to do something I hadn't done in
ages: I went to McDonald's.
It was $.59 cheeseburger day, so I
ordered three of those, as well as two little baggies of $.99 fries --
one for me, one for another writer who had a similar urge. All that
cost $4. Shamefully hoisting the stash back to my desk, I quickly
unpacked the cheep-o meal and scarfed it down. I felt an immediate rush
of guilt -- namely since I've managed to avoid McDonald's for most of
my adult life. Yet, there was something about those cheeseburgers --
the tiny flecks of onion, perhaps -- that instantly reminded me of my
childhood. Damn them for that. Damn them for owning a piece of my food
The experience haunted me until this morning, when I found this article in the New York Times that tells of a resurgent McDonald's.
Blame the economy if you want, but adults are coming back to the golden
arches in droves. Was I one of them? Now, the once maligned franchise
corporation, once target of films like Super Size Me and
attacks from animal rights groups, is actually seeing sales increase. A
lot. Perhaps most telling is the company's stock: It reached its zenith
last August, just over $67 a share, and has held on in a rancid
economy, closing last week at $60. Here's an excerpt from the story:
It wasn't too long ago that McDonald's, vilified as making people
fat, was written off as irrelevant. Now, six years into a rebound
spawned by more appealing food and a less aggressive expansion,
McDonald's seems to have won over some of its most hardened skeptics.
The chain has managed to sustain its momentum even as the economy and
the restaurant industry as a whole are struggling. Month after month,
McDonald's has surprised analysts by posting stronger-than-expected
sales in the United States and abroad.
The article sites a lot of
reasons why McDonald's may be seeing such a boost in sales: changes in
corporate direction, healthful food options, sleek new layouts, and
specialty beverages have all been large factors. My guess is that all
these things have combined to alleviate some of the negative
perceptions about McDonald's. Once those perceptions are lifted, people
who still remember what a classic cheeseburger tastes like, despite
their best efforts to forget, have no reason not to come back.
As for me, I'm going to do my best to avoid another relapse. But I'm not making any promises.
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