¶ … Trusted Friends
Fast Food Nation: Chapter 2 review "Your trusted friends" (31-59)
One of the most striking aspects of McDonald's is the way in which it markets itself as a 'friendly' organization committed to family values, even while it sells food that is blatantly unhealthy and damaging to consumers' health. The Happy Meals it promotes to children have an innocent quality, even while the food is carefully engineered so that it is full of sugar and salt, and designed to 'hook' children at an early age.
According to Chapter 2 of his famous nonfiction book Fast Food Nation, Eric Schlosser does respect certain aspects of the Ray Kroc legacy. As an entrepreneur, Kroc's achievements are impressive. He began with nothing and built an empire just as vast and dominant as Walt Disney's. Kroc was savvy to the impact children could have on a family's consumption habits. Children would 'nag' parents and grandparents to bring them to McDonald's. In the child-focused culture of the 1950s, this was an ideal way to build a business. Commercials, toys, and playgrounds on the store's premises increased the franchise's child-friendly appeal. Kroc understood that how he sold food, particularly to children, was just as important as how the food tasted. The creation of the iconic Ronald McDonald was also created to appeal to children (Schlosser 40).
Kroc's insight...
More Americans were driving on the rapidly-evolving interstate highway system. McDonald's offered cheap, palatable food to consumers that was less expensive and faster than drive-ins. Americans were more accustomed to eating out more frequently, and McDonald's enabled families to have the 'American dream' of eating out more frequently at a low cost, and gave mothers a 'day off' from home preparation.
The rise of McDonald's initially coincided with the decline in fortunes of the Walt Disney Company. Initially, the wholesome image of the new company, when paired with Ronald McDonald's face had a kind of fresh, slightly ironic and 'trippy' appeal (Schlosser 41). Ronald McDonald's 'land' and 'world,' as depicted in advertisements and in store paraphernalia was viewed as in direct competition with the Walt Disney Company, even though Disney was an entertainment company and McDonald's was a restaurant. The blending of entertainment and food was thus evidenced in McDonald's competition with the toy and cartoon giant. McDonald's was a theme park as well as a food company.
McDonald's was so successful that other companies began to model themselves along its…
