Fast Food Nation: Loves it...?
I am currently in the middle of the non-fictional novel Fast Food Nation by Eric Schlosser. The subheading to the title is “The Dark Side of the All-American Meal”. The book delves into the workings of large corporations, particularly those that sell “fast-food”. This type of literature is supposed to bring negative publicity on the examined industries, however, one must wonder if this is actually an effective method of detracting from company sales.
On page 103 of Fast Food Nation, Schlosser focuses on a chain restaurant called Little Caesars’, which is now a multinational chain restaurant with locations in every state in the U.S. The company website boasts about their domestic expansion plans in major cities across the U.S. and their existing locations in over 20 countries.[1] In Fast Food Nation, Schlosser claims that since 1992, Little Caesars had been losing market share until 2001, when the book was published. In 2007, just six years after the publishing of Fast Food Nation, Little Caesars sales were up by 13%[2]. Moreover, Little Caesars was ranked No. 1 in Pizza Chain Store Growth in 20071. Can we say that this growth was completely independent of the publicity gained from Fast Food Nation?
One of the most basic ideas of marketing, advertising and campaigning is familiarity with a name.[3] When consumers and targeted audiences are familiar with a name, they are more likely to make a purchase. Fast Food Nation is trying to generate negative publicity for large corporations and franchises, however, by using specific examples and making readers more familiar with certain companies and products, could literature such as this actually be increasing revenue for these companies?
Have you (or someone you know) gone to McDonald’s after watching Supersize Me? I have heard many people tell me that they have done this. Personally, I was disgusted at Morgan Spurdock’s (the main character and director) health outcome at the end of the movie enough to confirm my already existing contempt for McDonald’s food (which originated from a food poisoning incident). However, after reading the first chapter of Fast Food Nation, I was in awe of the McDonald brothers’ revolutionary idea of the “Speedy-Service-System”[4]. Not only that, but I was craving a classic McDonald’s hamburger. After reading that first chapter, I went to the drive-thru at the nearest McDonald’s just for the experience of a quick and cheap meal, straight to my car!
If literature and movies like Fast Food Nation and Supersize Me can convince already media conscious and educated individuals to purchase fast foods despite negative publicity, this does not give much hope to educating the public on harmful practices. When familiarity with brand names is making the public more comfortable with making purchases from these companies, wouldn’t it be better to just stop talking about these corporations and franchises altogether?
Finding literature about environmentally-friendly, health-friendly and humanity-friendly, successful and small businesses might be a better way to promote moral business practices. Maybe then, people would be more convinced to buy from companies whose business practices they morally agree with. Moreover, maybe more of the public would be motivated to create small independent businesses with morals in mind.
Anyone have any reading suggestions?
[1] “Little Caesars #1 Pizza Chain in 2007 U.S. Store Growth.” Date accessed 12 February 2012. Retrieved from http://www.littlecaesars.com/news/pizza-store-growth.asp
[2] “Hail Caesars!” The QSR 50: A Closer Look. Date accessed 12 February 2012. Retrieved from http://www.littlecaesars.com/news/pdf/HAIL-CAESARS.pdf
[3] Holden SJS and Vanhuele M. (1999) “Know the Name, Forget the Exposure: Brand Familiarity versus Memory of Exposure Context.” Psychology and Marketing. 16(6): 479-496.
[4] Schlosser, E. “Speedee Service.” Fast Food Nation. Boston: Houghton Mifflin, 18-21.
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