Does McDonald’s Try Too Hard?

I ate dinner tonight at McDonald’s for the first time in over a year. Yes, the fries were really fucking good. There is no doubt about that.

However, between the bilingual signs (in a small town with a very small Hispanic population), the hip music, the pointers to all their new “nutritious” options, and the giveaway exercise DVDs when you buy a salad, I completely forgot that I was at a damn burger joint.

I had a big fat Double Quarter Pounder with Cheese that almost certainly will give me a headache and cause at least some plaque buildup on a major artery. On the other hand, it was delicious. The whole experience in the restaurant, though, made me feel guilty for eating the thing that made McDonald’s famous.

In their attempt to appeal to the hip, health-conscious consumer and to dispel the bad pub from “Super Size Me,” McDonald’s seriously risk alienating their core demographic. It hasn’t happened yet. This particular location is filled to the brim with hearty manual laborers every day around lunch. Big, burly men getting out of their huge diesel trucks emblazoned with landscaping and construction logos surely have not yet abandoned the original burger joint. It could happen and not because of lethargy or neglect, but because of the micromanagement of a demographic that’s not theirs to begin with. As the old axiom goes, “Dance with the one what brung ya.”

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