Mcdonalds Food Quotes

Do we really want to travel in hermetically sealed popemobiles through the rural provinces of France, Mexico and the Far East, eating only in Hard Rock Cafes and McDonalds? Or do we want to eat without fear, tearing into the local stew, the humble taqueria's mystery meat, the sincerely offered gift of a lightly grilled fish head? I know what I want. I want it all. I want to try everything once.

Consuming pornography does not lead to more sex, it leads to more porn. Much like eating McDonalds everyday will accustom you to food that (although enjoyable) is essentially not food, pornography conditions the consumer to being satisfied with an impression of extreme sex rather than the real.

The major western democracies are moving towards corporatism. Democracy has become a business plan, with a bottom line for every human activity, every dream, every decency, every hope. The main parliamentary parties are now devoted to the same economic policies — socialism for the rich, capitalism for the poor — and the same foreign policy of servility to endless war. This is not democracy. It is to politics what McDonalds is to food.

My parents raised me that you never ask people about their reproductive plans. “You don’t know their situation,” my mom would say. I considered it such an impolite question that for years I didn’t even ask myself. Thirty-five turned into forty faster than McDonald’s food turns into cold nonfood.

For less than the cost of a Big Mac, fries and a Coke, you can buy a loaf of fresh bread and some good cheese or roast beef, which you will enjoy much more.

Pornography is to sex what McDonalds is to food. A plasticized, generic version of the real thing.

Going to McDonalds for heath food is like going to a crackhouse for vitamins.

The life's work of Walt Disney and Ray Kroc had come full-circle, uniting in perfect synergy. McDonald's began to sell its hamburgers and french fries at Disney's theme parks. The ethos of McDonaldland and of Disneyland, never far apart, have finally become one. Now you can buy a Happy Meal at the Happiest Place on Earth.

Every month about 90 percent of American children between the ages of three and nine visit a McDonald's. The seesaws, slides, and pits full of plastic balls have proven to be an effective lure.

I said before that McDonald's serves a kind of comfort food, but after a few bites I'm more inclined to think they're selling something more schematic than that--something more like a signifier of comfort food. So you eat more and eat more quickly, hoping somehow to catch up to the original idea of a cheeseburger or French fry as it retreats over the horizon. And so it goes, bite after bite, until you feel not satisfied exactly, but simply, regrettably, full.

Everyone at health food stores and juice bars looked pale and sickly. Healthy-looking people ate at McDonald's.

Mold won’t grow on McDonald’s. So, if a lifeform with no brain won’t even eat their food, what’s that say about the intellects of McDonald’s customers? BearPaw Duck And Meme Farm caters to more discerning consumers.

The impact of McDonald’s on the way we live today is hard to overstate. The Golden Arches are now more widely recognized than the Christian cross.

Petrini was a well-established food critic, and when McDonald’s opened its doors, he distributed bowls of penne to the crowds of protesters and founded a group called Slow Food. The organization’s manifesto declares, “We are enslaved by speed and have all succumbed to the same insidious virus: Fast Life.

When I was ten years old I was actually given McDonald’s gift certificates for Christmas by my mom. Yes, my own mother. I guess she couldn’t find gift certificates for a vending machine. I like to think it was her way of saying, “Merry Christmas. Here are some coupons for poison.” McDonald’s introduced the gift certificate prior to the obesity epidemic. I’m not saying that McDonald’s gift certificates caused the obesity epidemic, but in retrospect, the timing is kind of suspicious.

We are, after all, citizens of the world - a world filled with bacteria, some friendly, some not so friendly. Do we really want to travel in hermetically sealed popemobiles through the rural provinces of France, Mexico and the Far East, eating only in Hard Rock Cafes and McDonald's? Or do we want to eat without fear, tearing into the local stew, the humble taqueria's mystery meat, the sincerely offered gift of a lightly grilled fish head? I know what I want. I want it all. I want to try everything once. I'll give you the benefit of the doubt, Senor Tamale Stand Owner, Sushi-chef-san, Monsieur Bucket-head. What's that feathered game bird, hanging on the porch, getting riper by the day, the body nearly ready to drop off? I want some.

For the first time in the history of the world more people will die from overeating than undereating this year.

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.

We have found out… that we cannot trust some people who are nonconformists,’ declared Ray Krock, one of the founders of Mcdonald’s, angered by some of his franchisees. ‘We will make conformists out of them in a hurry… The organization cannot trust the individual; the individual must trust the organization.

The franchise and the virus work on the same principle: what thrives in one place will thrive in another. You just have to find a sufficiently virulent business plan, condense it into a three-ring binder ― its DNA ― xerox it, and embed it in the fertile lining of a well-traveled highway, preferably one with a lef- turn lane. Then the growth will expand until it runs up against its property lines. In olden times, you’d wander down to Mom’s Café for a bite to eat and a cup of joe, and you would feel right at home. It worked just fine if you never left your hometown. But if you went to the next town over, everyone would look up and stare at you when you came in the door, and the Blue Plate Special would be something you didn’t recognize. If you did enough traveling, you’d never feel at home anywhere. But when a businessman from New Jersey goes to Dubuque, he knows he can walk into a McDonald’s and no one will stare at him. He can order without having to look at the menu, and the food will always taste the same. McDonald’s is Home, condensed into a three-ringed binder and xeroxed. “No surprises” is the motto of the franchise ghetto, its Good Housekeeping seal, subliminally blazoned on every sign and logo that make up the curves and grids of light that outline the Basin. The people of America, who live in the world’s most surprising and terrible country, take comfort in that motto.

The 5 Clues to Spotting the Next Starbucks They permanently change people's habits. They're copycats. Their success is validated by the competition. They are driven by the founder's vision and passion. They have superb entrepreneurial management and execution.

The birth of the fast food industry coincided with Eisenhower-era glorifications of technology, with optimistic slogans like “Better Living through Chemistry” and “Our Friend the Atom.” The sort of technological wizardry that Walt Disney promoted on television and at Disneyland eventually reached its fulfillment in the kitchens of fast food restaurants. Indeed, the corporate culture of McDonald’s seems inextricably linked to that of the Disney empire, sharing a reverence for sleek machinery, electronics, and automation. The leading fast food chains still embrace a boundless faith in science—and as a result have changed not just what Americans eat, but also how their food is made.

That night, it's my turn to choose dinner. I know exactly what I want---McDonald's. French fries and Bai Big Macs are plated and served on priceless china inlaid with golden chrysanthemums. Melon soda and chocolate shakes are dumped into crystal goblets. The whole palace smells like fried food.

It’s why Ronald McDonald is said to be more recognizable to children everywhere than Mickey Mouse or Jesus. Personally, I don’t care if my little girl ever recognizes those two other guys—but I do care about her relationship with Ronald. I want her to see American fast-food culture as I do. As the enemy.

Technically, the better McDonald’s does, the better Virgin Active’s chances of acquiring a new client.

I used to know…this bum that sat outside of McDonalds. He sat there, begging for food. He sat there so long, he became frozen to the pavement. He’s loving it.

It’s McDonald’s of the soul: momentary pleasure followed by incredible guilt, eventually leading to cancer.

I couldn't open up a magazine, you couldn't read a newspaper, you couldn't turn on the TV without hearing about the obesity epidemic in America.

I'm not really a chicken-patty kinda girl," I said.

Politics, Garrett thought. Like a food fight without the internal logic.

About half of the 4,700 McDonald’s fast food outlets, for example, give a polygraph test for preemployment screening.7

McDonald’s Golden Arches, for example, a sign more recognizable worldwide than the Christian cross,

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.

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.

In fact, McDonald’s cares so much about uniformity and efficiency that they add a silicon-based polymer to the fryer oil to reduce splatter,15 which cuts down on cleaning time; called dimethylpolysiloxane, the same chemical is also used in head lice treatments, condom lubricants,16 and breast implants.17 How neat is that?

When Elisa arrives at McDonald’s, the manager unlocks the door and lets her in. Sometimes the husband-and-wife cleaning crew are just finishing up. More often, it’s just Elisa and the manager in the restaurant, surrounded by an empty parking lot. For the next hour or so, the two of them get everything ready. They turn on the ovens and grills. They go downstairs into the basement and get food and supplies for the morning shift. They get the paper cups, wrappers, cardboard containers, and packets of condiments. They step into the big freezer and get the frozen bacon, the frozen pancakes, and the frozen cinnamon rolls. They get the frozen hash browns, the frozen biscuits, the frozen McMuffins. They get the cartons of scrambled egg mix and orange juice mix. They bring the food upstairs and start preparing it before any customers appear, thawing some things in the microwave and cooking other things on the grill. They put the cooked food in special cabinets to keep it warm.

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.

So, when I read of a recent study that found that children are significantly more inclined to eat “difficult” foods like liver, spinach, broccoli—and other such hard-to-sell “but-it’s-good-for-you” classics—when they are wrapped in comfortingly bright packages from McDonald’s, I was at first appalled, and then … inspired. Rather than trying to co-opt Ronald’s all-too-effective credibility among children to short-term positive ends, like getting my daughter to eat the occasional serving of spinach, I could reverse-engineer this! Use the strange and terrible powers of the Golden Arches for good—not evil! I plan to dip something decidedly unpleasant in an enticing chocolate coating and then wrap it carefully in McDonald’s wrapping paper. Nothing dangerous, mind you, but something that a two-and-a-half-year-old will find “yucky!”—even upsetting—in the extreme. Maybe a sponge soaked with vinegar. A tuft of hair. A Barbie head. I will then place it inside the familiar cardboard box and leave it—as if forgotten—somewhere for my daughter to find. I might even warn her, “If you see any of that nasty McDonald’s … make sure you don’t eat it!” I’ll say, before leaving her to it. “Daddy was stupid and got some chocolate … and now he’s lost it…” I might mutter audibly to myself before taking a long stroll to the laundry room. An early, traumatic, Ronald-related experience can only be good for her.

What did she say to you?" "Nothing." "Oh, great. I have to try to get you out of this mess after you hit a girl for nothing," he whispered angrily. "Josephine, don't waste my time. You don't seem like a violent type. She had to have said something to rile you. "I just don't like her. She's vain. She puts her hair all over my books when she sits in front of me in class." "So you hit her?" "No ... yes." "A girl puts her hair all over your books, so you break her nose?" "Well, I don't think it's broken, personally." "Doctor Kildare, we are not here to give a medical opinion. I want to know what she said to you." "God," I yelled exasperated. "She said something to upset me, okay?" "What? That you were ugly? That you smell? What?" I looked horrified. "I'm not ugly. I don't smell." He sighed and took off his glasses, sitting down in front of me and pulling my chair towards him. "I was just asking for a reason." "Never mind," I said. "That creep out there wants -you to pay for his daughter's nose-job. Because of that nose-job she will be a famous model one day and you'll be working in a fast-food chain because you couldn't finish your Higher School Certificate due to expulsion. Now tell me what she said." "There's nothing wrong with a fast-food chain," I said, thinking of my McDonald's job. "I'm really getting pissed off now, Josephine. You called me out of work for this and you won't tell me why." "Just go," I said, as he stood up and paced the room. "I'll defend myself in court." He groaned and looked up to the ceiling pulling his hair. "God save me from days like this," he begged. "Go," I yelled. "Okay. Let him win. He's a creep. Creeps always win," he said walking to the door. "But don't think you're going to make it in a court room, young lady. If you can't be honest, don't expect to stand up in a court room and defend honesty." "She called me a wog, amongst other things," I said, finally. "I haven't been called one for so long. It offended me. It made me feel pathetic." "Did you provoke her?" "Yes. I called her a racist pig due to some things she was saying." "Is she one?" "God, yes. The biggest.

Oh, America the Beautiful, where are our standards? How did Europeans, ancestral cultures to most of us, whose average crowded country would fit inside one of our national parks, somehow hoard the market share of Beautiful? They’ll run over a McDonald’s with a bulldozer because it threatens the way of life of their fine cheeses. They have international trade hissy fits when we try to slip modified genes into their bread. They get their favorite ham from Parma, Italy, along with a favorite cheese, knowing these foods are linked in an ancient connection the farmers have crafted between the milk and the hogs. Oh. We were thinking Parmesan meant, not “coming from Parma,” but “coming from a green shaker can.” Did they kick us out for bad taste? No, it was mostly for vagrancy, poverty, or being too religious. We came here for the freedom to make a Leaves of Grass kind of culture and hear America singing to a good beat, pierce our navels as needed, and eat whatever we want without some drudge scolding: “You don’t know where that’s been!” And boy howdy, we do not.” (p.4)

The United States is also losing the rugged pioneering spirit that once defined it. In 1850, Herman Melville boasted that “we are the pioneers of the world, the advance-guard, sent on through the wilderness of untried things, to break a new path in the New World.”7 Today many of the descendants of these pioneers are too terrified of tripping up to set foot on any new path. The problem starts with school. In 2013, a school district in Maryland banned, among other things, pushing children on swings, bringing homemade food into school, and distributing birthday invitations on school grounds.8 It continues in college, where professors have provided their charges with “safe spaces” and “trigger warnings.” It extends to every aspect of daily life. McDonald’s prints warning signs on its cups of coffee pointing out that “this liquid may be hot.” Winston Churchill once said to his fellow countrymen, “We have not journeyed across the centuries, across the oceans, across the mountains, across the prairies, because we are made of sugar candy.”9 Today, thanks to a malign combination of litigation, regulation, and pedagogical fashion, sugar-candy people are everywhere.

Beware of the health halo. The better the food, the worse the extras. People eating ‘low-fat’ granola ate 21 percent more calories, and those eating ‘healthy’ at Subway rewarded themselves by ordering cheese, mayo, chips, and cookies. Who really overeats—the guy who knows he’s eating 710 calories at McDonald’s, or the woman who thinks she’s eating a 350-calorie Subway meal that actually contains 500 calories?

Strangest of all, we’ve convinced ourselves that our health has nothing to do with what we eat. People who will spend that extra 20 cents on a gallon of premium gasoline because they realize their car performs better on it will drive straight to McDonald’s for a Big Mac. We create a mental separation between food and illness in our culture, and our modern Western medical system—for the most part—supports this denial.

Joy preferred not to embarrass Steffi by offering her dog food as Steffi didn’t appear to know she was a dog. She chatted at length with Joy each morning after breakfast, making strange, elongated whining sounds that Joy knew were her sadly unintelligible attempts at English. The one time they’d taken her to the local dog park, Steffi had been appalled and sat at their feet with an expression of frozen hauteur on her face, as if she were a society lady at McDonald’s.

Accountability, as well as personal responsibility, had been chucked out the window of American government. It also had been abdicated by the American voter. As long as most Americans could have their McDonald’s drive-throughs, listen to their iPods, and watch American Idol, they didn’t seem to care how negligently the nation’s national security apparatus was being run. Bread and circuses. The Romans had it right. As long as people had food and fun, they didn’t care much about the erosion of their nation.

Too often in our culture, food is seen a source of entertainment or comfort, instead of as a source of energy. Let me ask you something. If you owned a million-dollar racehorse, would you let it eat at McDonald’s? Of course you wouldn’t. If you had a million-dollar racehorse, you would control that horse’s diet so that it was in absolute peak condition. I guess the question becomes, how much do you value your own body? Most people wait until they get cancer or have a heart attack before they remember that they have bodies.

In olden times, you'd wander down to Mom's Cafe for a bite to eat and a cup of joe, and you would feel right at home. It worked just fine if you never left your home-own. But if you went to the next town over, everyone would look up and stare at you when you came in the door, and the Blue Plate Special would be something you didn't recognize. If you did enough traveling, you'd never feel at home anywhere. But when a businessman from New Jersey goes to Dubuque, he knows he can walk into a McDonald's and no one will stare at him. He can order without having to look at the menu, and the food will always taste the same. McDonald's is Home, condensed into a three-ring binder and xeroxed. “No surprises” is the motto of the franchise ghetto, its Good Housekeeping seal, subliminally blazoned on every sign and logo that make up the curves and grids of light that outline the Basin. The people of America, who live in the world's most surprising and terrible country, take comfort in that motto. Follow the loglo outward, to where the growth is enfolded into the valleys and the canyons, and you find the land of the refugees. They have fled from the true America, the America of atomic bombs, scalpings, hip-hop, chaos theory, cement overshoes, snake handlers, spree killers, space walks, buffalo jumps, drive-bys, cruise missiles; Sherman's March, gridlock, motorcycle gangs, and bungee jumping. They have parallel-parked their bimbo boxes in identical computer-designed Burbclave street patterns and secreted themselves in symmetrical sheetrock shitholes with vinyl floors and ill-fitting woodwork and no sidewalks, vast house farms out in the loglo wilderness, a culture medium for a medium culture.

Did you say this is a chicken sandwich?” “Chicken salad.” “Well, the chicken escaped with his life in the making of this sandwich. Very little indeed was taken off his hide. What are these green lumps in it?” “Celery.” “That’s the salad part, is it? All held together by a white paste it looks somebody has already masticated.” “That’s mayonnaise, Inspector.” “The great thing about American prepared food is how completely it’s prepared. It’s even pre-chewed.” Grover said, “You don’t like your sandwich?” “Well, there are three of us famous detectives standing over it, and any one of us would be hard-pressed to discover the chicken in it.

The absolute success of these two movements is such that at this stage, "indie" and "yuppie" are meaningless designators. The yuppie aesthetic of connoisseurship has infiltrated everywhere and now there is only--for many of us--either luxury gelato or food made of chemical waste. Ikea, Martha Stewart, and Whole Foods make yuppiedom no longer a chic and extravagant choice but an enforced mode. It's either that or eat at a toxic toilet such as McDonald's. The indie aesthetic is likewise de rigueur. H&M, Urban Outfitters, and American Apparel sell the floppy "Brit on a holiday" look to all Americans. Radiohead and Arcade Fire music is blasted from speakers at stadiums. For many poor souls, there is no alternative to the alternative.

What’s the most frightening thing to a child? The pain of being the outsider, of looking ridiculous to others, of being teased or picked on in school. Every child burns with fear at the prospect. It’s a primal instinct: to belong. McDonald’s has surely figured this out—along with what specific colors appeal to small children, what textures, and what movies or TV shows are likely to attract them to the gray disks of meat. They feel no compunction harnessing the fears and unarticulated yearnings of small children, and nor shall I. “Ronald has cooties,” I say—every time he shows up on television or out the window of the car. “And you know,” I add, lowering my voice, “he smells bad, too. Kind of like … poo!” (I am, I should say, careful to use the word “alleged” each and every time I make such an assertion, mindful that my urgent whisperings to a two-year-old might be wrongfully construed as libelous.) “If you hug Ronald … can you get cooties?” asks my girl, a look of wide-eyed horror on her face. “Some say … yes,” I reply—not wanting to lie—just in case she should encounter the man at a child’s birthday party someday. It’s a lawyerly answer—but effective. “Some people talk about the smell, too… I’m not saying it rubs off on you or anything—if you get too close to him—but…” I let that hang in the air for a while. “Ewwww!!!” says my daughter. We sit in silence as she considers this, then she asks, “Is it true that if you eat a hamburger at McDonald’s it can make you a ree-tard? I laugh wholeheartedly at this one and give her a hug. I kiss her on the forehead reassuringly. “Ha. Ha. Ha. I don’t know where you get these ideas!” I may or may not have planted that little nugget a few weeks ago, allowing her little friend Tiffany at ballet class to “overhear” it as I pretended to talk on my cell phone.

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.

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.

The school regime refused to make it easy for us on the dress side of things, and it dictated that even if we wanted to walk into the neighboring town of Windsor, then we had to wear a blazer and tie. This made us prime targets for the many locals who seemed to enjoy an afternoon of beating up the Eton “toffs.” On one occasion, I was having a pee in the loos of the Windsor McDonald’s, which were tucked away downstairs at the back of the fast-food joint. I was just leaving the Gents when the door swung open, and in walked three aggressive-looking lads. They looked as if they had struck gold on discovering this weedy, blazer-wearing Eton squirt, and I knew deep down that I was in trouble and alone. (Meanwhile, my friends were waiting for me upstairs. Some use they were being.) I tried to squeeze past these hoodies, but they threw me back against the wall and laughed. They then proceeded to debate what they were going to do to me. “Flush his head down the toilet,” was an early suggestion. (Well, I had had that done to me many times already at Eton, I thought to myself.) I was okay so far. Then they suggested defecating in the loo first. Now I was getting worried. Then came the killer blow: “Let’s shave his pubes!” Now, there is no greater embarrassment for a young teenager than being discovered to not have any pubes. And I didn’t. That was it. I charged at them, threw one of them against the wall, barged the other aside, squeezed through the door, and bolted. They chased after me, but once I reached the main floor of the McDonald’s I knew I was safe. I waited with my friends inside until we were sure the thugs had all left, then cautiously slunk back across the bridge to school. (I think we actually waited more than two hours, to be safe. Fear teaches great patience.)

As I tried various restaurants, certain preconceptions came crashing down. I realized not all Japanese food consisted of carefully carved vegetables, sliced fish, and clear soups served on black lacquerware in a highly restrained manner. Tasting okonomiyaki (literally, "cook what you like"), for example, revealed one way the Japanese let their chopsticks fly. Often called "Japanese pizza," okonomiyaki more resembles a pancake filled with chopped vegetables and your choice of meat, chicken, or seafood. The dish evolved in Osaka after World War II, as a thrifty way to cobble together a meal from table scraps. A college classmate living in Kyoto took me to my first okonomiyaki restaurant where, in a casual room swirling with conversation and aromatic smoke, we ordered chicken-shrimp okonomiyaki. A waitress oiled the small griddle in the center of our table, then set down a pitcher filled with a mixture of flour, egg, and grated Japanese mountain yam made all lumpy with chopped cabbage, carrots, scallions, bean sprouts, shrimp, and bits of chicken. When a drip of green tea skated across the surface of the hot meal, we poured out a huge gob of batter. It sputtered and heaved. With a metal spatula and chopsticks, we pushed and nagged the massive pancake until it became firm and golden on both sides. Our Japanese neighbors were doing the same. After cutting the doughy disc into wedges, we buried our portions under a mass of mayonnaise, juicy strands of red pickled ginger, green seaweed powder, smoky fish flakes, and a sweet Worcestershire-flavored sauce. The pancake was crispy on the outside, soft and savory inside- the epitome of Japanese comfort food. Another day, one of Bob's roommates, Theresa, took me to a donburi restaurant, as ubiquitous in Japan as McDonald's are in America. Named after the bowl in which the dish is served, donburi consists of sticky white rice smothered with your choice of meat, vegetables, and other goodies. Theresa recommended the oyako, or "parent and child," donburi, a medley of soft nuggets of chicken and feathery cooked egg heaped over rice, along with chopped scallions and a rich sweet bouillon. Scrumptious, healthy, and prepared in a flash, it redefined the meaning of fast food.

The franchise and the virus work on the same principle: what thrives in one place will thrive in another. You just have to find a sufficiently virulent business plan, condense it into a three-ring binder -- its DNA -- Xerox(tm) it, and embed it in the fertile lining of a well-traveled highway, preferably one with a left-turn lane. Then the growth will expand until it runs up against its property lines. In olden times, you'd wander down to Mom's Cafe for a bite to eat and a cup of joe, and you would feel right at home. It worked just fine if you never left your hometown. But if you went to the next town over, everyone would look up and stare at you when you came in the door, and the Blue Plate Special would be something you didn't recognize. If you did enough traveling, you'd never feel at home anywhere. But when a businessman from New Jersey goes to Dubuque, he knows he can walk into a McDonald's and no one will stare at him. He can order without having to look at the menu, and the food will always taste the same. McDonald's is Home, condensed into a three-ring binder and xeroxed. "No surprises" is the motto of the franchise ghetto, its Good Housekeeping seal, subliminally blazoned on every sign and logo that make up the curves and grids of light that outline the Basin. The people of America, who live in the world's most surprising and terrible country, take comfort in that motto. Follow the loglo outward, to where the growth is enfolded into the valleys and the canyons, and you find the land of the refugees. They have fled from the true America, the America of atomic bombs, scalpings, hip-hop, chaos theory, cement overshoes, snake handlers, spree killers, space walks, buffalo jumps, drive-bys, cruise missiles, Sherman's March, gridlock, motorcycle gangs, and bun-gee jumping. They have parallelparked their bimbo boxes in identical computer-designed Burbclave street patterns and secreted themselves in symmetrical sheetrock shitholes with vinyl floors and ill-fitting woodwork and no sidewalks, vast house farms out in the loglo wilderness, a culture medium for a medium culture. The only ones left in the city are street people, feeding off debris; immigrants, thrown out like shrapnel from the destruction of the Asian powers; young bohos; and the technomedia priesthood of Mr. Lee's Greater Hong Kong. Young smart people like Da5id and Hiro, who take the risk of living in the city because they like stimulation and they know they can handle it.

Delta Airlines, you might have noticed, does not run negative TV ads about USAir. It does not show pictures of the crash of USAir Flight 427, with a voice-over saying: “USAir, airline of death. Going to Pittsburgh? Fly Delta instead.” And McDonald’s, you might also have noticed, does not run ads reminding viewers that Jack in the Box hamburgers once killed two customers. Why? Because Delta and McDonald’s know that if the airline and fast-food industries put on that kind of advertising, America would soon be riding trains and eating box-lunch tuna sandwiches. Yet every two years the American politics industry fills the airwaves with the most virulent, scurrilous, wall-to-wall character assassination of nearly every political practitioner in the country—and then declares itself puzzled that America has lost trust in its politicians.

hundred mile journey. He had little cash left. No ATMs were working and nothing was open anyway. They approached a motel, its sign said ‘Vacancies’. His mood lifted. Hungry and tired, they approached a door which hung askew, hanging on just one hinge. Bill walked into a deserted reception area. A few keys hung on hooks behind the desk. He grabbed a couple and walked through to a small dining area. It too was deserted. A door at the back led through to a kitchen. Its doors were wide open. Not a morsel of food was left. They walked through and out into the courtyard. The keys were surplus to requirements, every door was wide open. Each room had been picked bare. The flat screen TVs that were advertised were nowhere to be seen, likewise the coffee makers and radios. However, the beds were still there. What the thieves could have done with the electrical equipment without power seemed irrelevant. They would sleep in a bed, hungry, but a lot more comfortable than they had been for the previous two nights. Bill settled Mike and Lauren into one room and told them to keep the door closed. He couldn’t buy food but he could damn well hunt for it. He walked out of the motel, across the almost desolate highway and with a vast expanse of open ground before him, settled down and waited for a target. It wasn’t long in coming. A deer came into his sights, over eight hundred yards away, but well within his range. He heard a rustle behind him but remained on target and fired. The deer went down, an instant kill. “That’s damn fine shooting, sir,” said a voice from behind. Bill had heard the two men approach but hadn’t wanted to turn and risk missing the deer. They had been almost silent in their approach, understanding what he was doing. They were hunters themselves. “Thanks,” he said, turning to greet them. “Too much for us though, happy to share.” “No that’s okay, friend, we’re fine,” they said, much to his astonishment. He was actually wondering if they would have let him have any without a fight. “Are you sure? It’s too big for me to carry all this way. I’m afraid I’m just going to cut what I need and leave the rest. By the time I come back, I imagine it’ll be picked clean.” “We were just driving past and saw you line up that shot. That is really impressive shooting.” “You’ve got gas?” asked Bill, surprised. “Friend, we have everything you can imagine, food, gas, what we don’t have much of is folks that shoot as fine as that over that distance.” “Okay,” said Bill suspiciously. “We’re a couple of miles ahead of our main party, how’d you fancy joining us?” “Joining you for what?” “Teaching these Chinese bastards that they fucked with the wrong country!” spat the one that had remained quiet up until then. Bill could see why the other one had done most of the talking. He had also probably done his fair share of teaching the Chinese or at least their president that they had messed with the wrong country. “I’ve got a niece who’d have to come with us, and her boyfriend,” he said. He wouldn’t miss the chance of helping in any way he could, but he wouldn’t leave Lauren to fend for herself. “What age?” “They’re in their twenties.” “Can they shoot?” “Absolutely!” “Welcome to the Patriotic Guard of America, friend, Montana Division,” said the man smiling widely. “Next stop, Washington!” Chapter 77 General Petlin’s desk was littered with updates from across America.

This leaves companies like General Mills and McDonald’s with two options if they hope to grow faster than the population: figure out how to get people to spend more money for the same three-quarters of a ton of food, or entice them to actually eat more than that. The two strategies are not mutually exclusive, of course, and the food industry energetically pursues them both at the same time.

rains failed, there were crop failures, people starved. STUDENT: What’s that? CLIMATOS: It means that people died because they had no food. STUDENT: What? CLIMATOS: Yes, incredible as it may seem, they had nothing to eat,

They ate at a place called El Rey del Taco. At the entrance there was a neon sign: a kid wearing a big crown mounted on a burro that regularly kicked up its hind legs and tried to throw him. The boy never fell, although in one hand he was holding a taco and in the other a kind of scepter that could also serve as a riding crop. The inside was decorated like a McDonald’s, but in an unsettling way. The chairs were straw, not plastic. The tables were wooden. The floor was covered in big green tiles, some of them printed with desert landscapes and episodes from the life of El Rey del Taco. From the ceiling hung piñatas featuring more adventures of the boy king, always accompanied by the burro. Some of the scenes depicted were charmingly ordinary: the boy, the burro, and a one-eyed old woman, or the boy, the burro, and a well, or the boy, the burro, and a pot of beans. Other scenes were set firmly in the realm of the fantastic: in some the boy and the burro fell down a ravine, in others, the boy and the burro were tied to a funeral pyre, and there was even one in which the boy threatened to shoot his burro, holding a gun to its head. It was as if El Rey del Taco weren’t the name of a restaurant but a character in a comic book Fate happened never to have heard of. Still, the feeling of being in a McDonald’s persisted. Maybe the waitresses and waiters, very young and dressed in military uniforms (Chucho Flores told him they were dressed up as federales), helped create the impression. This was certainly no victorious army. The young waiters radiated exhaustion, although they smiled at the customers. Some of them seemed lost in the desert that was El Rey del Taco. Others, fifteen-year-olds or fourteen-year-olds, tried in vain to joke with some of the diners, men on their own or in pairs who looked like government workers or cops, men who eyed them grimly, in no mood for jokes. Some of the girls had tears in their eyes, and they seemed unreal, faces glimpsed in a dream. “This place is like hell,” he said to Rosa Amalfitano. “You’re right,” she said, looking at him sympathetically, “but the food isn’t bad.

The irony is that only by a particularly narrow definition does a Walmart job get you off welfare - as a matter of policy, Walmart encourages its employees to apply for government benefits. Indeed, Walmart and other minimum wage workers at McDonald's and similar McJobs are the largest group of Medicaid and food stamps recipients in the United States. That is to say, US taxpayers subsidize Walmart paychecks (and corporate profits) by paying welfare benefits to its workers and their children. Welfare reform eliminated virtually all education and job-training benefits beyond "work readiness" classes that taught women to dress nicely and get their kids up early. The result: women couldn't get the education to get a good job and they were still receiving welfare benefits, but they could be counted on to clock regular hours and make profits for their low-paying employers. From welfare reform to Walmart, it was all reproductive politics.

Adaptogens: Herbs for Strength, Stamina, and Stress Relief by David Winston and Steven Maimes An in-depth discussion of adaptogens with detailed monographs for many adaptogenic, nervine, and nootropic herbs. Adaptogens in Medical Herbalism: Elite Herbs and Natural Compounds for Mastering Stress, Aging, and Chronic Disease by Donald R. Yance A scientifically based herbal and nutritional program to master stress, improve energy, prevent degenerative disease, and age gracefully. Alchemy of Herbs: Transform Everyday Ingredients into Foods and Remedies That Heal by Rosalee de la Forêt This book offers an introduction to herbal energetics for the beginner, plus a host of delicious and simple recipes for incorporating medicinal plants into meals. Rosalee shares short chapters on a range of herbs, highlighting scientific research on each plant. The Business of Botanicals: Exploring the Healing Promise of Plant Medicines in a Global Industry by Ann Armbrecht Forbes In a world awash with herbal books, this is a much-needed reference, central to the future of plant medicine itself. Ann weaves a complex tapestry through the story threads of the herbal industry: growers, gatherers, importers, herbalists, and change-making business owners and non-profits. As interest in botanical medicine surges and the world’s population grows, medicinal plant sustainability is paramount. A must-read for any herbalist. The Complete Herbal Tutor: The Ideal Companion for Study and Practice by Anne McIntyre Provides extensive herbal profiles and materia medica; offers remedy suggestions by condition and organ system. This is a great reference guide for the beginner to intermediate student. Foundational Herbcraft by jim mcdonald jim mcdonald has a gift for explaining energetics in a down-to-earth and engaging way, and this 200-page PDF is a compilation of his writings on the topic. jim’s categorization of herbal actions into several groups (foundational actions, primary actions, and secondary actions) adds clarity and depth to the discussion. Access the printable PDF and learn more about jim’s work here. The Gift of Healing Herbs: Plant Medicines and Home Remedies for a Vibrantly Healthy Life by Robin Rose Bennett A beautiful tour of some of our most healing herbs, written in lovely prose. Full of anecdotes, recipes, and simple rituals for connecting with plants. Herbal Healing for Women: Simple Home Remedies for All Ages by Rosemary Gladstar Thorough and engaging materia medica. This was the only book Juliet brought with her on a three-month trip to Central America and she never tired of its pages. Information is very accessible with a lot of recipes and formulas. Herbal Recipes for Vibrant Health: 175 Teas, Tonics, Oils, Salves, Tinctures, and Other Natural Remedies for the Entire Family by Rosemary Gladstar Great beginner reference and recipe treasury written by the herbal fairy godmother herself. The Modern Herbal by Maude Grieve This classic text was first published in 1931 and contains medicinal, culinary, cosmetic, and economic properties, plus cultivation and folklore of herbs. Available for free online.

If you are looking for a good long-term investment, buy a company that has the highest sales in its industry. So for home improvement, you want to own Home Depot; for fast food, McDonald's; for toothpaste, Colgate Palmolive; for payments, Visa; for smart phones, Apple; and for social media, Facebook.

If you saw the documentary Super Size Me, you recall filmmaker Morgan Spurlock’s quest to see what would happen if he ate nothing but McDonald’s food for thirty consecutive days. For the first few days, we watched him cringe, even vomit from his relentless fare of Big Macs, fries, and shakes. He felt sick. He suffered terrible headaches. But then a funny thing happened. That feeling of sickness went away. The headaches disappeared. Suddenly, he began to crave the food that just days prior had him cringing and buckled over. Then he began to wake up each morning with a headache that wouldn’t quit until he got his McDonald’s fix. How can this be explained? According to Compton, Morgan’s dietary shift from a primarily plant-based diet to an entirely fast-food regimen effectively and quite rapidly replaced his healthy gut flora with a pathogenic microbial ecology that thrived specifically on the ingredients present in McDonald’s food.

Maybe your McDonald’s is telling yourself your Starbucks Frappuccino is not a milkshake,

Because my mom didn’t cook much, my little sister and I ate at McDonald’s so often we thought Grimmis was our dad.

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

If libraries don’t meet the information needs of communities, then others will. Others are more likely to mix a profit motive in with activities that are broadly in the public interest, whether it’s Amazon’s interest in selling books, Google’s interest in selling ads based on searches, or the interest at Starbucks and McDonald’s in selling elaborate coffees and fast food.

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.

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

Children were to be seen but not heard in adult company in those days, but I never felt left out. For example, my father belonged to a singing group that often met in our house. My brother and I had to stay upstairs and amuse ourselves while my mother played the piano and the men sang. As soon as the music stopped below, Bob and I would drop whatever game we were playing and rush back to the sewing room, which was right above the kitchen. I would pull the warm-air grate out of the floor (that was before we had central heating, and floor registers were used to let heated air rise to the upper rooms). My mother would put a dish of whatever refreshments she was serving on a tray that my father had affixed to an old broom handle, then she would hoist it up to us. It was a delightful feeling of adventure, because my mother pretended to be sneaking the food away without letting the other adults know. I

He had a son-in-law named Ed MacLuckie who was looking for a job and who had expressed a liking for the food service business. Ed was working a wholesale hardware territory over in Michigan at the time and it was not going well. So I talked to him. He was one of these whip-lean, nervous types who are often very fussy and fastidious and have great endurance. Just the kind of qualifications I was looking for, so I hired him as a manager of my first store. Art Bender, the McDonald brothers’ manager, came to Des Plaines and helped Ed and me open that store on April 15, 1955.

Another piece of paper discovered among my father’s effects was a yellowed document dated 1906. It was a phrenologist’s report of a reading he had done on the bumps of the head of Raymond A. Kroc, aged four. He had predicted that I would become a chef or work in some branch of food service. I was amazed at the prognostication; after all I was in a food service–related business and felt a real affinity for kitchens. Little did I know how much more accurate that old boy’s prophesy would eventually prove to be. In

For the practices pioneered or perfected by McDonald’s under Ray Kroc’s leadership have revolutionized an entire food service industry, changed eating habits throughout the world, and raised customer expectations. Who among us is not now less tolerant of slow service, overpriced meals, soggy french fries, or a lack of cleanliness in eating places? Mr.

[From a typical McDonald's meal] this is how the laboratory measured our meal: soda (100%), milk shake (78%), salad dressing (65%), chicken nuggets (56%), cheeseburger (52%), and French fries (23%).

What’s up, Albert?” “Well, I’ve done inventory at Ralph’s, and I think if I had a lot of help, I could put together an okay Thanksgiving dinner.” Sam stared at him. He blinked. “What?” “Thanksgiving. It’s next week.” “Uh-huh.” “There are ovens at Ralph’s, big ones. And no one has taken the frozen turkeys. Figure two hundred and fifty kids if pretty much everyone from Perdido Beach shows up, right? One turkey will feed maybe eight people, so we need thirty-one, thirty-two turkeys. No problem there, because there are forty-six turkeys at Ralph’s.” “Thirty-one turkeys?” “Cranberry sauce will be no problem, stuffing is no problem, no one has taken much stuffing yet, although I’ll have to figure out how to mix, like, seven different brands and styles together, see how it tastes.” “Stuffing,” Sam echoed solemnly. “We don’t have enough canned yams, we’ll have to do fresh along with some baked potatoes. The big problem is going to be whipped cream and ice cream for the pies.” Sam wanted to burst out laughing, but at the same time he found it touching and reassuring that Albert had put so much thought into the question. “I imagine the ice cream is pretty much gone,” Sam said. “Yeah. We’re very low on ice cream. And kids have been taking the canned whipped cream, too.” “But we can have pie?” “We have some frozen. And we have some pie shells we can bake up ourselves.” “That would be nice,” Sam said. “I’ll need to start three days before. I’ll need, like, at least ten people to help. I can haul the tables out of the church basement and set up in the plaza. I think I can do it.” “I’ll bet you can, Albert,” Sam said with feeling. “Mother Mary’s going to have the prees make centerpieces.” “Listen, Albert…” Albert raised a hand, cutting Sam off. “I know. I mean, I know we may have some great big fight before that. And I heard you have your fifteenth coming up. All kinds of bad stuff may happen. But, Sam—” This time, Sam cut him off. “Albert? Get moving on planning the big meal.” “Yeah?” “Yeah. It will give people something to look forward to.

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.

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.

In Seattle, Washington, in 1971, Howard Schultz, the owner of a local coffee roasting and distribution company, noted the increasing affluence of the American public and their desire to receive gracious treatment in their daily activities. Schultz recognized that there was a market for small businesses featuring top quality coffee and an opportunity to relax in an attractive environment. To take advantage of these emerging Minitrends, Mr. Schultz initiated the very successful Starbucks chain which offers top quality coffee drinks in a friendly and relaxed atmosphere Starbucks has a long record of appreciating Minitrends, but failed to recognize the trend that more economically-stressed customers were beginning to opt for similar, lower-cost drinks offered by fast food restaurants such as McDonald’s. While still popular, in summer 2008, the Starbucks company announced the termination of 1,000 employees, and in November 2008, the company reported a 98 percent decline in profit for the third quarter of the year. To be more economically competitive, Starbucks has recently introduced a line of instant coffee.

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.

Albert had created a currency based on gold bullets and McDonald’s game pieces. He’d wanted to call the currency something else, but no one remembered what. So, ’Bertos they were, a play on “Albert,” coined by Howard, of course, who had also come up with “the FAYZ” to describe their weird little world. Sam had thought Albert was nuts with his obsession with creating money. But the evidence was in: Albert’s system was producing just enough food for kids to survive. And a lot more kids were working. Far fewer were just hanging out. It was no longer impossible to get kids to go into the fields and do the backbreaking work of picking crops. They worked for ’Bertos and spent ’Bertos, and for now at least starvation was just a bad memory.

Is there really any difference, the writer Jeb Boniakowski once asked, between highly engineered and processed foods like the kind you find at McDonald’s, and molecular gastronomy, the application of food science to cooking that became popular in modernist haute cuisine establishments like elBulli and Alinea? Boniakowski draws a powerful conclusion that should be obvious in retrospect: “I’ve often thought that a lot of what makes crazy restaurant food taste crazy is the solemn appreciation you lend to it.” But we tend to limit our indulgence of that appreciation. Boniakowski offers a delightful thought experiment to illustrate the point: If you put a Cheeto on a big white plate in a formal restaurant and serve it with chopsticks and say something like, “It is a cornmeal quenelle, extruded at a high speed, and so the extrusion heats the cornmeal ‘polenta’ and flash-cooks it, trapping air and giving it a crispy texture with a striking lightness. It is then dusted with an ‘umami powder’ glutamate and evaporated-dairy-solids blend.” People would go nuts for that.20 Even

When they got back inside the safety of his home, Herobrine headed straight to Wolfie's favourite room, the kitchen. “You hungry boy?” Herobrine asked, scratching Wolfie behind the ear. “OK, let’s see what we have tonight.” Searching through his food stock Herobrine turned back to his dog with disappointment. “Sorry, boy its pork again. I was sure we had some fish or meat back there. Maybe tomorrow we can go out hunting and find something different to eat. What

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 stylish simplicity of the food service made a lasting impression on me. They had no printed menu because there were just three entrees: Maine lobster, steak, and roast duckling. Years later I recalled that spare bill of fare in my first motto for McDonald’s—KISS—which meant, “Keep it simple, stupid.” Another

But after World War II, the brothers realized they were running hard just to stay in one place. They weren’t building volume even though their parking lot was always full. So they did a courageous thing. They closed that successful restaurant in 1948 and reopened it a short time later with a radically different kind of operation. It was a restaurant stripped down to the minimum in service and menu, the prototype for legions of fast-food units that later would spread across the land. Hamburgers, fries, and beverages were prepared on an assembly line basis, and, to the amazement of everyone, Mac and Dick included, the thing worked!

I’ve programmed in all kinds of languages, said the tough old hacker as he eased up to the bar, and it don’t matter which you use... This is nonsense, of course. There is a world of difference between, say, Fortran I and the latest version of Perl or for that matter between early versions of Perl and the latest version of Perl. But the tough old hacker may himself believe what he’s saying. It’s possible to write the same primitive Pascal-like programs in almost every language. If you only ever eat at McDonald’s, it will seem that food is much the same in every country.

How Is It Packaged? Packaging refers to what products and services are sold together. For example, years ago McDonald’s noticed that many customers ordered french fries and a soft drink with their hamburgers, so the restaurant shifted from selling hamburgers to selling “meal deals”—bundles of a hamburger or other sandwich, french fries, and a soft drink. The rest of the fast-food industry shifted dramatically in this direction too because other restaurants discovered that selling meal deals instead of separate items increased sales by 30 percent.

In olden times, you’d wander down to Mom’s Cafe for a bite to eat and a cup of joe, and you would feel right at home. It worked just fine if you never left your hometown. But if you went to the next town over, everyone would look up and stare at you when you came in the door, and the Blue Plate Special would be something you didn’t recognize. If you did enough traveling, you’d never feel at home anywhere. But when a businessman from New Jersey goes to Dubuque, he knows he can walk into a McDonald’s and no one will stare at him. He can order without having to look at the menu, and the food will always taste the same. McDonald’s is Home,

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

We agreed that we wanted McDonald’s to be more than just a name used by many different people. We wanted to build a restaurant system that would be known for food of consistently high quality and uniform methods of preparation. Our aim, of course, was to insure repeat business based on the system’s reputation rather than on the quality of a single store or operator. This would require a continuing program of educating and assisting operators and a constant review of their performance. It would also require a full-time program of research and development. I knew in my bones that the key to uniformity would be in our ability to provide techniques of preparation that operators would accept because they were superior to methods they could dream up for themselves.

Back in Springdale, Don Tyson focused almost exclusively on the McDonald’s account for long stretches of time. As he explained it to Jim Blair and Joe Fred Starr, Don planned to piggyback on McDonald’s franchise system to bring processed chicken to every street corner. In his estimation, McDonald’s had the best distribution system of any fast-food franchise in the country, and that’s what drew him to the company. Rather than deliver Tyson’s product to several depots of refrigerated warehouses, Tyson could deliver to just one location: the McDonald’s distribution center. Then the restaurant chain would use its own trucks to ship the product out to its network of stores.

As Tyson went on its buying spree, the company shaped the modern chicken industry into what it is today: a highly concentrated business controlled by four companies. By the mid-1990s, Tyson controlled about 25 percent of the U.S. chicken market and competed against just a handful of giant companies that controlled the rest. The top four chicken producers controlled over half the U.S. poultry business, supplying massive volumes of meat to the biggest national grocery chains and restaurants, like Wal-Mart and McDonald’s. The remainder of the market was controlled by smaller versions of Tyson, vertically integrated companies that were still enormous by historical standards. By 1992, 88 percent of all chicken in the United States was produced in the kind of large, heavily mechanized slaughterhouse that Don Tyson built in Springdale. In 1967, by contrast, just 29 percent of chickens came from big processing plants.

Mr. Chips eats mostly puppy food.

Poverty can make you unsure That you even enjoy food. Who has McDonald's money When there is food at home? Make a plate at your Aunt's house Because mommy isn't cooking later, And you better eat it all, even though you're full. Can't leave the table until you do. Have you thought about kids in Africa? World's weight on the edge of your fork. When you stop overdrafting enough to enjoy The art of a marbled steak and a glass of Pinot. There is barely a need for cutlery, just fingers. Tender morsels awakening something primal. Hunger, once a cage, now becomes a passport.

On days off, Bell patronized the Mexican restaurants on San Bernardino’s West Side, the city’s historic barrio. He noticed how more and more non-Mexicans were eating Mexican food—this in a city that had just desegregated its swimming pools and was about to desegregate housing and schools. Feeling that tacos were the way to beat the McDonald’s, Bell passed the idea by his wife, who dismissed it as foolish: whites wouldn’t buy the food because it was too spicy, she argued. When Glen suggested toning down the heat, his soon-to-be-ex retorted, “Then even Mexicans won’t buy it.

A few of the baboons got distracted by the smell of food and raided the McDonald’s. Several others were chasing a train conductor, beating him with rolled-up fashion magazines.