Winsor Crosby wrote:
> I once knew someone who had fallen for the MacD managerial training program.
> Went to Hamburger University. Once when I said something disparaging about
> the quality of the food, he told me that gustatory pleasure was not the goal.
I think that is somewhat disingenuous.
I believe the fast food giants go for "shock and awe" in the first
bites, using salt, sugar, fat and heat to elicit an instant response
from the body. That hit of feeling "something" powerful will elicit a
response in addictive persons. That the "rush" is not exactly taste, as
such, let alone a good taste sensation, is of lesser importance.
> The goal was to have something that was consistently the same time after
> time, no matter in which store(he did not call it a restaurant) it was
> purchased,
Yup, as long as the product is not distasteful to the target audience,
consistency is a key goal for at least a couple of reasons.
1. A lot of people, a majority, I'd guess, are more afraid of a bad
experience than willing to take a risk for a good one. Consistent
mediocrity sells in many more fields than fast food.
2. Consistency is important to addicts.
> to hand over instantly to the customer in exchange for the money without
> waiting in a line.
>
Again, crucial for serving addicts of the product itself. The model here
is the surreptitious exchange of cash for drugs on the street.
Also, crucial for the adrenaline addicts (or those always running in
fear that what's behind them may catch up) who lead high stress lives
always rushed for time.
He left out another part of the equation. The food has to be inexpensive
and the company has to make a profit. That means the food has to be
cheap, created from mediocre ingredients, prepared and sold with minimum
waste and with minimal labor cost. So if you can't make it good, find
the minimum acceptable level of quality and deliver it quick, cheap and
hot. Fortunately, simple prep and just in time delivery for instant sale
minimizes waste and labor costs.
Moose
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