16 Ester Reiter FAST FOOD: IS OUR FUTURE FRIED? Ester Reiter How
16 Ester Reiter FAST FOOD: IS OUR FUTURE FRIED? Ester Reiter How does freedom and empowerment become defined as the choice of topping with which one orders a hamburger? How are the fixed tastes and focused desires, which limit decisions to which name brand of product to buy, replacing the critical thinking involved in exploring notions of the public good? McDonald=s Corporation is the leader in this area. Global Expansion In 1995, thirty years after Ray Kroc took over the profitable hamburger stand in California, McDonald0s Corporation reported $30 billion in system- wide sales in 89 countries around the world. ($29,914,000,000 to be exact.) Fourteen billion dollars in sales were outside the United States. Employees numbered more than one million in 18,000 restaurants. In their words, McDonald0s vision is to dominate the global foodservices industry. Global dominance means setting the performance standards for customer satisfaction while increasing market share and profitability through our Convenience, Value and Execution Strategies.1 These figures are hard to grasp, so perhaps some comparisons will help. Three quarters (eighteen of twenty four) of the countries in Latin America each 1 McDonald0s, Annual Report (1995). had a Gross National Product (GNP) in 1987 that was less than the gross sales of McDonald0s.2 When one looks at the development of the industry, the creation and expansion of the market, and the use of a division of labour in the home for both production and consumption purposes, one begins to realize that the fast food industry is not just about food. There is a political, social, and cultural message, and a powerful one quite suited to the nineties, that is being sold along with the hamburgers.
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