Mcdonald Burger Quotes

I'll bet I'm as old as you are." "I'm older than Sanskrit." "Well, I was waitress at the Last Supper." "I'm so old I remember when McDonald's had only sold a hundred burgers." "You win.

We work together. That’s it. So I want you to do us both a favor before you think I ‘need’ to know something. Ask yourself, ‘If I were flipping burgers at McDonald’s, would I be telling the fucking fry guy this?’ If the answer is no, then shut the hell up.

I'll be Burger King and you be McDonald's. I'll have it my way and you'll be lovin' it!

I’ll be Burger King and you be McDonalds. I’ll have it my way and you’ll be lovin’ it,’ and you’d probably still score.

Old McDonald had a restaurant, E, I, E, I, O, And in that restaurant was some beef, E, I, E, I, O, With a moo moo here, And a moo moo there. Here a moo, there a moo, Everywhere a moo moo cholesterol filled death trap burger.

There are now more self-storage facilities in the United States than McDonald’s, Burger Kings, Starbucks, and Walmarts—combined.

Some in Westminster have talked about her receiving a state funeral when she dies, which seems a bizarre sort of tribute to someone who believed the state should do as little as possible. It would be far more appropriate to allow competitive bids from private companies to run the funeral arrangements. 'And we now go over live to Westminster, where state leaders are lining up for Lady Thatcher's funeral sponsored by McDonald's. And there we see the coffin respectfully borne on the shoulders of six part-time burger-flippers dressed in the official Ronald McDonald costume, before the private cremation when the body will be flame-grilled with gherkins and a slice of cheese.' It's what she would have wanted.

I was sitting with the rest of my college graduating class listening to the commencement speaker prepare us for life after graduation, and he had a lot of ground to cover because my liberal arts education had skirted the issue for 4 years. I was just waiting for them to call my name so I could go up, collect my diploma, fold it into a paper hat, and start flipping burgers at McDonalds.

The usefulness of the market, its effectiveness as a tool, cuts both ways. The real power of the American consumer has not yet been unleashed. The heads of Burger King, KFC, and McDonald’s should feel daunted; they’re outnumbered. There are three of them and almost three hundred million of you.

As I sailed down the road people began screaming to get away. You know, from the vomit. I realised that this vomiting caper was almost like having a super power. Maybe I could get people to do what I wanted or threaten to drown them in vomit. I could rule the world! Or, even better, I could steer my raft to McDonalds and demand a year’s supply of free cheese burgers or I’d fill the drive-thru with vomit!

She would make do flipping burgers at McDonalds while dabbling in the arts.

rule the world! Or, even better, I could steer my raft to McDonalds and demand a year’s supply of free cheese burgers

Then I’d have had to take my liberal arts degree and gotten a job at McDonald’s or Burger King like all the rest of the history majors.

Fast Food Rule. Wanna know what the summer's blockbuster is going to be? See who McDonald's does the marketing tie-in with. Wanna know what blockbuster will do disappointing business? See who Burger King ties in with.

Blay leaned in, his upper lip peeling back from his fangs. “Just so we’re clear, your cousin is giving me what I need. All day long. Every day. You and me?” He motioned back and forth between them with the cigarette. “We work together. That’s it. So I want you to do us both a favor before you think I ‘need’ to know something. Ask yourself, ‘If I were flipping burgers at McDonald’s, would I be telling the fucking fry guy this?’ If the answer is no, then shut the hell up.

away from fast food - for three weeks already. And I was starting to miss the occasional burger and fries. I assumed there'd be a few of the other lads feeling the same way. I talked to Sven, who thought it wouldn't do any harm, and then had a word with the England chefs. On the Wednesday night we all trooped down to dinner. The doors of the dining room were shut and there were two giant golden arches stuck up on them. We all went inside and there was a McDonald's takeaway mountain waiting for us: more burgers, cheeseburgers and chips than you've ever seen piled up in one room in your life. It was a complete surprise to all the players. We just devoured everything: it was like watching kids going mad in a candy store. And it worked. We did it again before we played Denmark. Maybe fast food was what was missing from our preparations for facing Brazil.

Oh, right. I doubt this place has any delicious, fattening fast-food places, and maybe the Imperium doesn’t either. Yup, no McDonald’s, no Burger King, no Gino’s Pizza… Dear God, have I made a mistake coming here? I may be of small stature, but make no mistake: I am a glutton. On the other hand – possible franchise opportunity.

Lunch had been at a McDonald’s in Santa Barbara. It had been so clean. It had smelled like food. It had sounded happy and alive. In the bathroom, the toilet flushed. Water ran in the sink. He had passed a trash can on the way back to his table and stopped just to look at it. It was full of food. Leftover burgers, the last few fries, smears of ketchup on cardboard. He’d had to hold back tears when he saw it. “Candy bar?” Vicky asked, and held a Snickers out to him. At that moment they slowed to turn off the highway and head cautiously, carefully, through recently bulldozed streets, toward the town plaza. That’s where the McDonald’s was. His McDonald’s. A candy bar. People had killed for less.

Hoy en Estados Unidos se están produciendo y masacrando al año por este sistema de producción desalmada 50 millones de vacas, terneros y cerdos, 200 millones de pavos y 6.000 millones de pollos para que los dueños de los Burger King, los McDonald’s y los Wendy’s inflen sus bolsas y los comedores de carne, negros y blancos, cristianos y musulmanes, tengan carburante para sus almas inmortales.

I may have bought the business from him, but when we worked together, he still gave the orders. Part of it was habit, I suppose, but a larger part of it was that, though I am a good mechanic, Zee is magic. Literally and figuratively. If it weren’t for his tendency to get bored with easy stuff, he’d never have hired me. Then I’d have had to take my liberal arts degree and gotten a job at McDonald’s or Burger King like all the rest of the history majors.

The world is filled with talented poor people. All too often, they’re poor or struggle financially or earn less than they are capable of, not because of what they know, but because of what they do not know. They focus on perfecting their skills at building a better hamburger rather than the skills of selling and delivering the hamburger. Maybe McDonald’s does not make the best hamburger, but they are the best at selling and delivering a basic average burger.

One way to get a life and keep it is to put energy into being an S&M (success and money) queen. I first heard this term in Karen Salmansohn’s fabulous book The 30-Day Plan to Whip Your Career Into Submission. Here’s how to do it: be a star at work. I don’t care if you flip burgers at McDonald’s or run a Fortune 500 company. Do everything with totality and excellence. Show up on time, all the time. Do what you say you will do. Contribute ideas. Take care of the people around you. Solve problems. Be an agent for change. Invest in being the best in your industry or the best in the world! If you’ve been thinking about changing professions, that’s even more reason to be a star at your current job. Operating with excellence now will get you back up to speed mentally and energetically so you can hit the ground running in your new position. It will also create good karma. When and if you finally do leave, your current employers will be happy to support you with a great reference and often leave an open door for additional work in the future. If you’re an entrepreneur, look at ways to enhance your business. Is there a new product or service you’ve wanted to offer? How can you create raving fans by making your customer service sparkle? How can you reach more people with your product or service? Can you impact thousands or even millions more? Let’s not forget the M in S&M. Getting a life and keeping it includes having strong financial health as well. This area is crucial because many women delay taking charge of their financial lives as they believe (or have been culturally conditioned to believe) that a man will come along and take care of it for them. This is a setup for disaster. You are an intelligent and capable woman. If you want to fully unleash your irresistibility, invest in your financial health now and don’t stop once you get involved in a relationship. If money management is a challenge for you, I highly recommend my favorite financial coach: David Bach. He is the bestselling author of many books, including The Automatic Millionaire, Smart Women Finish Rich, and Smart Couples Finish Rich. His advice is clear-cut and straightforward, and, most important, it works.

[There is] no direct relationship between IQ and economic opportunity. In the supposed interests of fairness and “social justice”, the natural relationship has been all but obliterated. Consider the first necessity of employment, filling out a job application. A generic job application does not ask for information on IQ. If such information is volunteered, this is likely to be interpreted as boastful exaggeration, narcissism, excessive entitlement, exceptionalism [...] and/or a lack of team spirit. None of these interpretations is likely to get you hired. Instead, the application contains questions about job experience and educational background, neither of which necessarily has anything to do with IQ. Universities are in business for profit; they are run like companies, seek as many paying clients as they can get, and therefore routinely accept people with lukewarm IQ’s, especially if they fill a slot in some quota system (in which case they will often be allowed to stay despite substandard performance). Regarding the quotas themselves, these may in fact turn the tables, advantaging members of groups with lower mean IQ’s than other groups [...] sometimes, people with lower IQ’s are expressly advantaged in more ways than one. These days, most decent jobs require a college education. Academia has worked relentlessly to bring this about, as it gains money and power by monopolizing the employment market across the spectrum. Because there is a glut of college-educated applicants for high-paying jobs, there is usually no need for an employer to deviate from general policy and hire an applicant with no degree. What about the civil service? While the civil service was once mostly open to people without college educations, this is no longer the case, and quotas make a very big difference in who gets hired. Back when I was in the New York job market, “minorities” (actually, worldwide majorities) were being spotted 30 (thirty) points on the civil service exam; for example, a Black person with a score as low as 70 was hired ahead of a White person with a score of 100. Obviously, any prior positive correlation between IQ and civil service employment has been reversed. Add to this the fact that many people, including employers, resent or feel threatened by intelligent people [...] and the IQ-parameterized employment function is no longer what it was once cracked up to be. If you doubt it, just look at the people running things these days. They may run a little above average, but you’d better not be expecting to find any Aristotles or Newtons among them. Intelligence has been replaced in the job market with an increasingly poor substitute, possession of a college degree, and given that education has steadily given way to indoctrination and socialization as academic priorities, it would be naive to suppose that this is not dragging down the overall efficiency of society. In short, there are presently many highly intelligent people working very “dumb” jobs, and conversely, many less intelligent people working jobs that would once have been filled by their intellectual superiors. Those sad stories about physics PhD’s flipping burgers at McDonald's are no longer so exceptional. Sorry, folks, but this is not your grandfather’s meritocracy any more.

Other than chicken and rice, you'll find Tokyo restaurants specializing in fried pork cutlets, curry rice, ramen, udon, soba, gyōza, beef tongue, tempura, takoyaki, yakitori, Korean-style grilled beef, sushi, okonomiyaki, mixed rice dishes, fried chicken, and dozens of other dishes. Furthermore, even if you know something about Japanese food, it's common to come across a restaurant whose menu or plastic food display indicates that it specializes in a particular food you've never seen before and can't quite decipher. Out of this tradition of single-purpose restaurants, Japan has created homegrown fast-food chains. McDonald's and KFC exist in Tokyo but are outnumbered by Japanese chains like Yoshinoya (beef-and-rice bowl), CoCo Ichiban (curry rice), Hanamaru Udon, Gindaco (takoyaki), Lotteria (burgers), Tenya (tempura), Freshness Burger, Ringer Hut (Nagasaki-style noodles), and Mister Donut (pizza) (just kidding). Since the Japanese are generally slim and healthy and I don't know how to read a Japanese newspaper, it was unclear to me whether Japan's fast-food chains are blamed for every social ill, but it seems like it would be hard to pin a high suicide rate on Mister Donut.

It didn’t take long for us to realize, though, that we hadn’t eaten since the eggs twenty-four hours earlier. Eating was the one desire of the flesh we hadn’t fulfilled. I remembered seeing a McDonald’s near the entrance of our hotel, and since I needed a little exercise I offered to dart out for some safe and predictable American food, which would tide us over till the dinner we had reservations for that night. Our blood sugar was too low to comb the city, looking for a place to have a quick lunch. I knew Marlboro Man was a ketchup-only guy when it comes to burgers, and that’s what I ordered when I approached the counter: “Hamburger, ketchup only, please.” “Sar…you only want kitchipinmite?” the innocent clerk replied. “Excuse me?” “Kitchipinmite?” “Uh…pardon?” “You jis want a hamburger with kitchipinmite?” “Uh…what?” I had no idea what the poor girl was saying. It took me about ten minutes to realize the poor Australian woman behind the counter was merely repeating and confirming my order: kitchip (ketchup) inmite (and meat). It was a traumatic ordering experience. I returned to the hotel room, and Marlboro Man and I dug into our food like animals. “This tastes a little funny,” my new husband said. I concurred. The mite was not right. It didn’t taste like America.

... People like to know what they are getting ahead of time. Thus, McDonald's, Wal-Mart, F.W. Woolworth: store-brands maintained and visible across the entire country. Wherever you go, you will get something that is, with small regional variations, the same. 'In the field of funeral homes, however, things are, perforce, different. You need to feel that you are getting small-town personal service from someone who has a calling to the profession. You want personal attention to you and your loved one in a time of great loss. You wish to know that your grief is happening on a local level, not a national one. But in all branches of industry - and death is an industry, my young friend, make no mistake about that - one makes one's money from operating in bulk, from buying in quantity, from centralising one's operations. It's not pretty, but it's true. Trouble is, no one wants to know that their loved ones are travelling in a cooler van to some big old converted warehouse where they may have twenty, fifty, or a hundred cadavers to go... 'So when big companies come in they buy the name of the company, they pay the funeral directors to stay on, they create the apparency of diversity. But that is merely the tip of the gravestone. In reality, they are as local as Burger King.

The menu Kroc used to take McDonald’s national was similarly minimalist, with exactly three food items—Pure Beef Hamburger, fifteen cents; Tempting Cheeseburger, nineteen cents; Golden French Fries, ten cents. He aimed to make his burger construction line as standardized and closely measured as the Crystal Palace, decreeing, among other things, that McDonald’s burger patties must weigh 1.6 ounces and measure 3.875 inches in diameter. Don’t like a quarter ounce of onions on your burger? Too bad, just scrape ’em off—custom orders slow things down, and speed was the whole point. That’s why they call it fast food. Then Burger King countered with “Have it your way” in the ’80s, and to compete, McDonald’s started broadening its menu and allowing for special orders. Today, the average McDonald’s menu has more than a hundred items, and special orders are commonplace. But customers never changed their expectations of miraculously instantaneous service to match the vastly more complicated menu crew members are working with. So a lot of people who’ve experienced the magic of getting a Big Mac seconds after ordering it seem to believe there’s some Star Trek machine in the back that zaps food into existence from nothing. At least, that’s the only reason I can think of that customers like this lady get so mad when their special orders take an extra minute or two.

Any you’d recommend? I wouldn’t mind a lobster roll.” “I’m vegan.” This word had become ubiquitous and absurdly trendy. She supposed there were a few young women with anorexia who kept to this diet, but otherwise it had to be lip service. “I have a theory, Clarke. Want to hear it? There are no male vegans. There are men who say they are to appear more sensitive to their girlfriends or anyone else they’re hoping to lure into bed with them. Once they’re on their own, they’re in a drive-through line at Burger King.” “McDonald’s,” he said.

Aristotle defined man as the rational animal, but he had never heard of the Third Pounder. In the 1980s, the restaurant chain A&W wanted to create a burger that would compete with McDonald’s popular Quarter Pounder. So they created the Third Pounder, which had more beef, was less expensive, and did better in blind taste tests. It was a failure. Focus groups found that the name was the problem. Customers believed that they were being overcharged, assuming that a third of a pound of beef was less than a quarter of a pound of beef since the 3 in ⅓ is smaller than the 4 in ¼.

Maybe McDonald’s does not make the best hamburger, but they are the best at selling and delivering a basic average burger. Poor

McDonald's does not talk to Burger King.

Agatha had initially planned to treat herself to lunch at the Randolph Hotel, but instead she walked into McDonald’s, ignoring the cry from a wild-eyed woman of, “Capitalist swine.” Agatha ordered a burger, fries and a black coffee and secured a table by looming over two students and driving them away. She wished she had gone to the Randolph instead. It was all the fault of the politically correct and people like that woman who had shouted at her, she reflected. It was the sort of thing that made you want to buy a mink coat, smoke twenty a day and eat in McDonald’s out of sheer bloody-mindedness.

food prices had gone up considerably in a week, almost triple what they had been before Collins took over. Eating at Burger King or McDonald’s was almost as expensive as eating at a four star restaurant. Stopping at night, sometimes they stayed in a motel or camped outdoors. The closer they came to passing the Mississippi, the more camping they had to do, since motels were getting harder and harder to find without wasting all of their gas and money trying to look for one or pay for one.

He explained that fast-food chains including McDonald’s, Burger King, and Wendy’s have swapped out hydrogenated oils and started using regular vegetable oil instead. “As those oils are heated, you’re creating toxic oxidative breakdown products,” he said. “One of those products is a compound called an aldehyde, which interferes with DNA. Another is formaldehyde, which is extremely toxic.

Maybe McDonald’s does not make the best hamburger, but they are the best at selling and delivering a basic average burger.

Popeyes Naked Sandwiches: At any Popeyes, you have the option to get your sandwich “naked,” which means no breading on your meat. 196 Long John Silver’s Side of Crumbs: A free box of batter parts that have fallen off the fish or chicken. It’s a great topping for salads. 197 Dunkin’ Donuts Turbo Hot Coffee: A coffee with an extra shot of espresso in it. 198 Burger King’s Frings: Can’t decide between fries and onion rings? Order the Frings and they’ll give you half and half. 199 McDonald’s Monster Mac: A Big Mac made with eight meat patties. 200 Onions and garlic are both foods that accelerate

Frankly, out in America, you get the feeling that America is dying. And along its highways and byways, the country seems less ready to leap into the future than it is already clinging to a sepia-toned past when America stood as the unencumbered Big Boy in a Manichean world of good and evil, capitalists and Commies. Even the neon oasis-pods of the interstate—the perpetual clusters of Wendy’s, McDonald’s, Denny’s, and Burger King—are crowded with people strangely reclaiming bygone days, connecting themselves to some prior eating experience, reveling in the familiar. We gas

We purchase an average of 1,440 McDonald’s burgers, 5,695 Starbucks drinks, and $84,000 worth of items on Amazon every sixty seconds.

Consider fast food, for instance. It makes sense—when the kids are starving and you’re driving home after a long day—to stop, just this once, at McDonald’s or Burger King. The meals are inexpensive. It tastes so good. After all, one dose of processed meat, salty fries, and sugary soda poses a relatively small health risk, right? It’s not like you do it all the time. But habits emerge without our permission. Studies indicate that families usually don’t intend to eat fast food on a regular basis. What happens is that a once a month pattern slowly becomes once a week, and then twice a week—as the cues and rewards create a habit—until the kids are consuming an unhealthy amount of hamburgers and fries. When researchers at the University of North Texas and Yale tried to understand why families gradually increased their fast food consumption, they found a series of cues and rewards that most customers never knew were influencing their behaviors.1.24 They discovered the habit loop. Every McDonald’s, for instance, looks the same—the company deliberately tries to standardize stores’ architecture and what employees say to customers, so everything is a consistent cue to trigger eating routines. The foods at some chains are specifically engineered to deliver immediate rewards—the fries, for instance, are designed to begin disintegrating the moment they hit your tongue, in order to deliver a hit of salt and grease as fast as possible, causing your pleasure centers to light up and your brain to lock in the pattern. All the better for tightening the habit loop.1.25 However, even these habits are delicate. When a fast food restaurant closes down, the families that previously ate there will often start having dinner at home, rather than seek out an alternative location. Even small shifts can end the pattern. But since we often don’t recognize these habit loops as they grow, we are blind to our ability to control them. By learning to observe the cues and rewards, though, we can change the routines.

I’ll be Burger King and you be McDonald’s. I’ll have it my way and you’ll be lovin’ it

Dairy Queen’s Frozen Hot Chocolate: A hot chocolate blended with ice to give it a frosty crunch. 191 McDonald’s Big Mac Poutine: McDonald’s classic golden fries topped with their famous Big Mac sauce. 192 Wendy’s Grand Slam: Also known as the Meat Cube, this burger has a total of four patties. 193 White Castle’s Seasoned Fries: You can get your fries with additional seasoning free of charge. 194 Starbucks Nutella Misto: Order a Caffè Misto with a shot of chocolate and hazelnut topped with caramel drizzle. 195

CSPI encouraged fast-food companies such as Burger King and McDonald’s to abandon beef tallow for partially hydrogenated soybean oil in their french-fry operations.

The notion of mental accounts is absent in traditional economic theory, which holds that wealth in general, and money in particular, should be fungible: That is, $100 in roulette winnings, $100 in salary, and a $100 tax refund should have the same significance and value to you, since each C-note could buy the same number of downloads from iTunes or the same number of burgers at McDonald’s. Likewise, $100 kept under the mattress should invoke the same feelings or sense of wealth as $100 in a bank account or $100 in U.S. Treasury securities (ignoring the fact that money in the bank, or in T-bills, is safer than cash under the bed). If money and wealth are fungible, there should be no difference in the way we spend gambling winnings or salary.

EARNINGS McDonald's Plans Marketing Push as Profit Slides By Julie Jargon | 436 words Associated Press The burger giant has been struggling to maintain relevance among younger consumers and fill orders quickly in kitchens that have grown overwhelmed with menu items. McDonald's Corp. plans a marketing push to emphasize its fresh-cooked breakfasts as it battles growing competition for the morning meal. Competition at breakfast has heated up recently as Yum Brands Inc.'s Taco Bell entered the business with its new Waffle Taco last month and other rivals have added or discounted breakfast items. McDonald's Chief Executive Don Thompson said it hasn't yet noticed an impact from Taco Bell's breakfast debut, but that the overall increased competition "forces us to focus even more on being aggressive in breakfast." Mr. Thompson's comments came after McDonald's on Tuesday reported that its profit for the first three months of 2014 dropped 5.2% from a year earlier, weaker than analysts' expectations. Comparable sales at U.S. restaurants open more than a year declined 1.7% for the quarter and 0.6% for March, the fifth straight month of declines in the company's biggest market. Global same-store sales rose 0.5% for both the quarter and month. Mr. Thompson acknowledged again that the company has lost relevance with some customers and needs to strengthen its menu offerings. He emphasized Tuesday that McDonald's is focused on stabilizing key markets, including the U.S., Germany, Australia and Japan. The CEO said McDonald's has dominated the fast-food breakfast business for 35 years, and "we don't plan on giving that up." The company plans in upcoming ads to inform customers that it cooks its breakfast, unlike some rivals. "We crack fresh eggs, grill sausage and bacon," Mr. Thompson said. "This is not a microwave deal." Beyond breakfast, McDonald's also plans to boost marketing of core menu items such as Big Macs and french fries, since those core products make up 40% of total sales. To serve customers more quickly, the chain is working to optimize staffing, and is adding new prep tables that let workers more efficiently add new toppings when guests want to customize orders. McDonald's also said it aims to sell more company-owned restaurants outside the U.S. to franchisees. Currently, 81% of its restaurants around the world are franchised. Collecting royalties from franchisees provides a stable source of income for a restaurant company and removes the cost of operating them. McDonald's reported a first-quarter profit of $1.2 billion, or $1.21 a share, down from $1.27 billion, or $1.26 a share, a year earlier. The company partly attributed the decline to the effect of income-tax benefits in the prior year. Total revenue for the quarter edged up 1.4% to $6.7 billion, though costs rose faster, at 2.3%. Analysts polled by Thomson Reuters forecast earnings of $1.24 a share on revenue of $6.72 billion.

In one set of experiments, for example, researchers affiliated with the National Institute on Alcohol Abuse and Alcoholism trained mice to press levers in response to certain cues until the behavior became a habit. The mice were always rewarded with food. Then, the scientists poisoned the food so that it made the animals violently ill, or electrified the floor, so that when the mice walked toward their reward they received a shock. The mice knew the food and cage were dangerous—when they were offered the poisoned pellets in a bowl or saw the electrified floor panels, they stayed away. When they saw their old cues, however, they unthinkingly pressed the lever and ate the food, or they walked across the floor, even as they vomited or jumped from the electricity. The habit was so ingrained the mice couldn’t stop themselves.1.23 It’s not hard to find an analog in the human world. Consider fast food, for instance. It makes sense—when the kids are starving and you’re driving home after a long day—to stop, just this once, at McDonald’s or Burger King. The meals are inexpensive. It tastes so good. After all, one dose of processed meat, salty fries, and sugary soda poses a relatively small health risk, right? It’s not like you do it all the time. But habits emerge without our permission. Studies indicate that families usually don’t intend to eat fast food on a regular basis. What happens is that a once a month pattern slowly becomes once a week, and then twice a week—as the cues and rewards create a habit—until the kids are consuming an unhealthy amount of hamburgers and fries. When researchers at the University of North Texas and Yale tried to understand why families gradually increased their fast food consumption, they found a series of cues and rewards that most customers never knew were influencing their behaviors.1.24 They discovered the habit loop. Every McDonald’s, for instance, looks the same—the company deliberately tries to standardize stores’ architecture and what employees say to customers, so everything is a consistent cue to trigger eating routines. The foods at some chains are specifically engineered to deliver immediate rewards—the fries, for instance, are designed to begin disintegrating the moment they hit your tongue, in order to deliver a hit of salt and grease as fast as possible, causing your pleasure centers to light up and your brain to lock in the pattern. All the better for tightening the habit loop.1.25 However, even these habits are delicate. When a fast food restaurant closes down, the families that previously ate there will often start having dinner at home, rather than seek out an alternative location. Even small shifts can end the pattern. But since we often don’t recognize these habit loops as they grow, we are blind to our ability to control them. By learning to observe the cues and rewards, though, we can change the routines.

the early 1980s, the A&W fast-food restaurant chain introduced a burger with a third of a pound of beef to compete with McDonald’s popular quarter pounder. Although most customers preferred A&W’s new burger in taste tests, it was a big disappointment in the marketplace. When focus groups were run to get to the bottom of this paradox, A&W discovered that many customers thought a burger with one-third of a pound of beef was less generous than one with one-quarter of a pound. Customers were attending to the denominator, just not very intelligently: The smaller “3” led many to conclude that one-third is smaller than one-quarter!21

learned that lesson the hard way when his company tried to introduce a third-pound burger at the same price as the McDonald’s quarter-pounder. More than half the customers thought they were being ripped off. “Why should we pay the same amount for less meat?” they said.

Two nights in a row, we dine at McDonalds, ordering shrimp burgers, chicken sandwiches, sweet corn, and shaka-chicki----fried chicken in a paper bag with a choice of seasonings.

McDonald’s has toned down its bright yellow motif and radically expanded its color scheme when it announced in early 2016 that “the new look is simple, fresh, and consistent with the company’s vision to be a modern and progressive burger company.” Interestingly, it was about that time when the company decided to substitute its signature red and yellow colors that its sales began to substantially decline.

When a product debuts, it can face opposition and may require significant promotion and explanation. Heinz EZ Squirt ketchup, Crystal Pepsi, and McDonalds’ Arch Deluxe were expected to shake up their categories. The products had huge budgets to introduce and explain different colored ketchups, clear and caffeine free cola, and a gastronomic hamburger for adults. All failed. The Arch Deluxe was a quarter pound of beef on a split-top potato flour sesame seed bun, topped with a circular piece of peppered bacon, leaf lettuce, tomato, American cheese, onions, ketchup, and Dijonnaise. In 1996, McDonald's spent over US$300 million on research, production, and marketing. Despite having the largest promotional budget to that point in fast food history, the “burger with the grownup taste”, neither compelled nor impressed.

We’ve passed like every burger chain,” I point out ten minutes into our drive. “Please. You think I’d take the mother of my child to a McDonald’s for a celebratory lunch?” He tuts. “C’mon, have more faith in me than that.” “Celebratory?” I ask. “What are we celebrating?” “Your new plan. The kid you’re growing. You, in general.

If it weren’t for his tendency to get bored with easy stuff, he’d never have hired me. Then I’d have had to take my liberal arts degree and gotten a job at McDonald’s or Burger King like all the rest of the history majors.

To me, the quintessential Japanese chain is MOS Burger. My friend Rob Ketcherside, who lived in Nakano for years before returning to Seattle, is also a fan. "Visitors to Japan always make a big deal about McDonald's teriyaki burgers," said Rob, "but those are a shallow response to what MOS Burger offers." Indeed. MOS Burger serves something resembling a regular hamburger, but it is far beside the point. On one visit MOS, for example, Iris ordered a Yakiniku Rice Burger, with slices of Korean-style grilled beef between two toasted rice patties acting as a bun. My burger had a regular bun, but the patty was a crispy tonkatsu fillet topped with its usual tomatoey brown sauce. After I finished it, I was still hungry, so I ordered my own rice burger, a vegetarian one filled with kinpira gobō, shredded burdock root simmered with soy sauce, mirin, and chiles. Beat that, McDonald's. Next to the cash register at MOS, I noticed an ad for a new special menu item, only for a limited time: naan tacos. Yes, that would be Indian-style flatbread wrapped around Mexican-style fillings, presumably with a Japanese spin inside and out. I suspected the limited time offer has elapsed by now.

Then I’d have had to take my liberal arts degree and gotten a job at McDonald’s or Burger King like all the rest of the history majors. We worked companionably in silence for

Elizabeth Green’s New York Times article “Why Do Americans Stink at Math?” is funny and not so funny. In it, she recounts how, in the 1980s, A. Alfred Taubman, owner of the A&W chain, attempted to win over customers from McDonald’s. To lure customers from McDonald’s Quarter Pounder hamburger, he advertised the A&W better-tasting burger that was, in contrast to the McDonald’s Quarter Pounder, a full one-third pounder. One-third of a pound versus one-quarter of a pound and at the same price! Great idea, right? Well, not if you don’t know one-third is more than one-fourth! Taubman called in his cutting-edge marketing firm, Yankelovich, Skelly & White, to find out why the A&W campaign was failing. A study had shown that, without question, respondents preferred the taste of A&W’s burger over McDonald’s. Except for one small glitch. “Why,” respondents asked, “should we pay the same amount for a third of a pound of meat at A&W as we do for a fourth of a pound at McDonald’s?” Since three is less than four, reasoned more than half of those questioned, A&W was really ripping them off! And the problem is not confined to hamburger connoisseurs. Medical professionals, it turns out, aren’t immune to fallacious math either. Doctors and nurses have also been known to err when calculating dosages for medications. The problem is prevalent enough, in fact, to support services that help simplify math for doctors and nurses, including Broselow.com, whose tagline is “Taking the math out of medicine.

In Southern California it didn't make any difference anyhow where you went; there was always the same McDonaldburger place over and over, like a circular strip that turned past you as you pretended to go somewhere. And when finally you got hungry and went to the McDonaldburger place and bought a McDonald's hamburger, it was the one they sold you last time and the time before that and so forth, back to before you were born, and in addition bad people—liars—said it was made out of turkey gizzards anyhow. They had by now, according to their sign, sold the same original burger fifty billion times. He wondered if it was to the same person. Life in Anaheim, California, was a commercial for itself, endlessly replayed. Nothing changed; it just spread out farther and farther in the form of neon ooze. What there was always more of had been congealed into permanence long ago, as if the automatic factory that cranked out these objects had jammed in the on position. How the land became plastic, he thought, remembering the fairy tale "How the Sea Became Salt." Someday, he thought, it'll be mandatory that we all sell the McDonald's hamburger as well as buy it; we'll sell it back and forth to each other forever from our living rooms. That way we won't even have to go outside.

Having children develop a preference for McDonald's (via advertising) is "evil", but teaching them Bronze Age supertitions that are antiethical to every rational and scientific tenet is not.

People out here ask you "What is your space?" - If I was flipping burgers at McDonalds I would say "I am in the carbon based protein space" or if I was a graveyard digger I would say "I am in the human life-cycle space".

Go on, you two. Go and enjoy your romantic reunion. Have a happy little snog in McDonald’s,’ says Magda. ‘French kiss over the French fries.’ ‘Blush amongst the burgers.’ ‘Cuddle over your Cokes.’ ‘Sauce the ice-cream with your sweet talk.’ ‘Froth the coffee with your feverish embraces.

It’s not hard to find an analog in the human world. Consider fast food, for instance. It makes sense—when the kids are starving and you’re driving home after a long day—to stop, just this once, at McDonald’s or Burger King. The meals are inexpensive. It tastes so good. After all, one dose of processed meat, salty fries, and sugary soda poses a relatively small health risk, right? It’s not like you do it all the time. But habits emerge without our permission. Studies indicate that families usually don’t intend to eat fast food on a regular basis. What happens is that a once a month pattern slowly becomes once a week, and then twice a week—as the cues and rewards create a habit—until the kids are consuming an unhealthy amount of hamburgers and fries. When researchers at the University of North Texas and Yale tried to understand why families gradually increased their fast food consumption, they found a series of cues and rewards that most customers never knew were influencing their behaviors. 1.24 They discovered the habit loop.

Have you ever watched Shark Week? There is always a show about a feeding frenzy, a group of vicious predators who smell blood in the water and go insane with hunger. Those sharks have never seen a dog and a cat tear into a bag of McDonald’s junk food. The cat was at a big disadvantage because as a carnivore, Mister Boots was only interested in the burgers, fish, chicken, and cheese, whereas Duke would eat everything, including parts of the cardboard boxes and wrappers. While the cat picked through the mess to find the items he wanted, Duke used the advanced and more efficient ‘vacuum cleaner’ technique of just inhaling anything he could get into his mouth, figuring his stomach would sort it out later.

Right next to the minibus rank, of course, is a KFC. That’s one thing about South Africa: There’s always a KFC. KFC found the black people. KFC did not play games. They were in the hood before McDonald’s, before Burger King, before anyone. KFC was like, “Yo, we’re here for you.