Model Citizenship

Recently, I had the craving for a $6 Burger. I will admit Carl’s Jr. has some fairly decent grinds when it comes to fast food. It’s probably as simple as the fact that the burgers are “charbroiled” instead of flat grilled or fried. In any event, it tastes good and its convenient when you’re pressed for time. It should be noted that I did not state “good for you.” - I am only making the point that in a pinch, you can get a tasty meal.

My story, however, isn’t just about the food - it’s about the operation, the work environment, the inner workings if you will. As I pulled up to the drive-through window, I noticed a sign above many papers hanging on the wall on the other side of the building… While not completely guarded from view it’s placement behind the service counter suggested it was not meant for public view. What was this you ask?

The sign read, “Daily Game Plan”…

Game plan…a term usually reserved for strategic efforts that eventually become known to those who witness the outcome as the “epic battle”, the “major offensive”, or the “game of the century.”

What could Carl’s Jr. possibly have to say to it’s employees that would warrant its own wall and header sign - not to mention the fact that it is a DAILY game plan…like they have enough to say everyday to fill a whole wall! If we were to get a close examination of the wall, we might see things like “cleanliness is key,” “safe food handling,” “customer satisfaction,” and the ever popular “up-selling tips.”

Remember some of those “black-sheep” ad campaigns?

• Paris Hilton Commercial
• “If it doesn’t get all over the place, it doesn’t belong in your face”
• Flat Buns…

They seem to leave a certain impression of the establishment, right? Yet from the standard corporate blathering on their walls (I am guessing this is a standard feature found in all stores) - they are far from the in-your face feed barn they portray themselves to be. So, when you drive up or walk into Carl’s Jr. those images you have in your head from their campaigns go unfulfilled….Instead, you get the standard fast-food service - provided by unenthusiastic “associates” (another misplaced word in the fast food world).

If you take a careful look at every fast food joint, you will notice the same. They all try to differentiate through their advertising:

• Jazzy, hip place for adults (McDonalds)
• An authentic experience in Mexican culture (El Pollo Loco)
• Edgy, anti-establishment house for over indulgence (Carl’s Jr.)
• Grass-roots, old-fashioned burger joint (Wendy’s)
• Innovative food served with a touch of wit (Jack in the Box)

You get the idea… These guys are free to advertise whatever make-believe world they want and then deliver a load of crap! The other day I saw a new ad on TV that started with a grandmother teaching her granddaughter how to make fried chicken “a little patience and some love” was the final instruction in the recipe. The images faded to a slightly more modern time with the same granddaughter bringing a plate of chicken sandwiches outside for her family - and thus, the degradation of the home cooked meal was in full force! The underlying message was that these chicken sandwiches from KFC, McDonalds or wherever were a suitable replacement for a home-cooked meal from Grandma! Seriously!

In similar fashion, why is it we have hammered the likes of Camel for advertising with a cartoon camel, yet we allow fast food to use clowns, jack-in-the -boxes, kids-meals, etc. to advertise their food. Is heart disease from cholesterol not as dangerous as lung disease from smoking. Is obesity and diabetes not as dangerous as emphysema and lung cancer????

In the end it appears the “daily game plan” is to fool all of us and continue to pull the wool over our eyes, tempting us with lies! False advertising leading to the destruction of our health, family values, and parents’ patience as we struggle to fight the clown for our kids’ future eating habits and health - definitely not model citizenship or responsible corporate behavior….

Whew! All that soap-boxing has made me hungry - I’m going to In-N-Out…….

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