24/7 Calories, Love, and Happiness

-Caleb Lothian-

You’re driving late at night and start to get that empty feeling in your stomach. You try and fight it but it just escalates to the point where all you can think of is food. What’s the first thing that comes to mind late at night? 

http://www.stuff.co.nz/auckland/local-news/7181200/Neighbours-slam-McDonalds-drive-thru

That’s right, 24/7 McDonalds! Why’s that you may ask? I think we all know the answer to that question. McDonalds is fast and easy as well as one of the only establishments where you can get a bite to eat at any point and time. How do we know that? The marketing strategy of McDonalds has been so successful that our minds immediately think of their 24-hour service. Not only is it 24-hour service but its quick, therefore, the delay in travel time will be minimal. Quick in today’s society is the equivalent to happiness and happiness is something that we equate to love. 

http://brandchannel.com/2012/08/08/mcdonalds-247-wooing-nocturnivores-to-breakfast-after-midnight/

Happiness and love is what McDonald’s focuses their marketing strategy around. I guess their attempt at playing with people’s heart strings is to cover up the high caloric intake an individual will consume when indulging on a Big Mac… but we will touch on that later on.

 The proof is in almost any piece of advertising McDonald’s has ever produced. Just search “McDonald’s Advertising” on YouTube and see what you find. Below I have uploaded the first 2 video links that appear.

https://www.youtube.com/watch?v=_0Yqyl2ZK7Q  - “Lonely Hearts TV Commercial”

https://www.youtube.com/watch?v=HCmh8cBjUeM  - “Pay with Lovin TV Commercial”

How do you feel after watching these two videos? A sense of love and happiness for loved ones is inevitable. But there is also an increase in your network between McDonalds and these emotions. Whenever you think of love and happiness, McDonald’s is hoping you think of them. It’s even embedded in their Slogan…

https://gdblogs.shu.ac.uk/b2004546/2014/02/07/my-brief-in-development/

When in reality, you may be “lovin” the flavor but your body isn’t “lovin” you…

http://www.polyvore.com/mcdonalds_im_lovin_it_photo/thing?id=7104382

My next question is why fast food has to be unhealthy food? Why do companies not challenge McDonald’s and provide 24-hour service with fast but nutritional and satisfying food? We complain about obesity levels around the world, especially in America, but companies aren’t doing what it takes in order to provide the consumers with options. Yes, I understand that an individual must be willing and committed to a healthier life style but maybe incorporating a fast food industry that is nutritional and healthy is one possible step in the right direction. The biggest problem with McDonald’s is that it’s incredibly unhealthy. On the other hand, as I have previously stated, its biggest strength is that it’s quick and easy. People know that what they are about to eat isn’t sufficient for their nutritional needs but they do it anyway. Why? Why do consumers still place this food in their body when the calorie count is even displayed on the menu?

https://orgatalyst.files.wordpress.com/2011/02/ml_mcdonalds.jpg

It’s because people today base their food choice on convenience and flavor rather than what’s healthy and what’s not. When have you ever seen someone walk into McDonald’s, look at the menu and say, “there are way too many calories in this food, I’m leaving”? My point exactly, McDonald’s and other fast-food chains are part of the equation that yield unhealthy life styles. After furthering my research, I found that 1 in 5 American deaths are caused by obesity. Here is an article that further discusses the issue of obesity.

http://www.medscape.com/viewarticle/809516

It’s amazing how a company can overtake an individual’s life, quite literally, and attract consumers to continuously harm their own bodies through poor nutrition. I applaud McDonald’s and other successful fast food chains for their marketing abilities. The Marketing of McDonald’s can, arguably, be placed in the same category as cigarette companies. Solely based upon their abilities to market a harmful product while at the same time receiving positive feedback through continued consumer support and sales.