McDonald’s plans to take over the world
July 4th, 2009For lunch today I tried a new item at McDonald’s, the Angus burger. What’s an angus burger? Who wants to eat it? And how does this fit into Ronald’s strategy for world domination?
When I Wikipedia’ed ‘Angus’ I discovered that ‘Angus’ is an administrtive region of Scotland. Not the right Angus. But not completely unrelated. A long long time ago (the beginning of the 19th century), in the Scottish counties of Aberdeenshire and Angus, Hugh Watson started breeding the local variety of hornless (as opposed to longhorn or shorthorn) cattle. Towards the end of the 19th century they showed up stateside, presumably having swum across the Atlantic.
Burger King was the first mover in the fast food market. I guess Angus beef is better than regular beef. McDonald’s started a pilot program all the way back in 2006. It did well. They launched the program everywhere in 2009…this month.
I’ve become more and more convinced of the legitimacy of a premise that I’ve heard multiple times in the last few weeks. The natural trajectory of the food industry is for its products to become more and more efficient vehicles for the delivery of fat, sugar, and salt to consumers. No matter what the marketing spin is—American, Mexican, Chinese, whatever—it’s all the same.
The Angus burger is just another step on that ladder. And I don’t have any great objection to that. If it robs Chili’s or Applebee’s of a few sales, those places are too expensive anyway and only give the illusion of providing a non-fast food experience. If it contributes to the homogenization of American culture, that ship’s long since sailed.
Speaking of the homogenization, Chili’s, Applebee’s, and Burger King aren’t the only franchises that Ronald has his eyes on. The story of the evolution of McCafe is the same, only this time the target is Starbucks, et al. Moreover, if you’ve enjoyed an item from the McCafe menu, those items confirm the notion that the food industry is in the sugar and fat distribution business. Maybe soon we’ll be adding salt to our mochas.


