July 5th, 2011 By Jack Morton
McDonald’s french fries win every time
Consumer Reports just released a new survey ranking the traditional Quick Service Restaurants (otherwise known as Fast Food). Not surprisingly, McDonald’s had the worst burger out of 53 places and industry giants like Taco Bell, KFC and Burger King didn’t fare much better.
With the rise of the new fast-casual segment and restaurants offering better food, better service and a better experience for only a couple more dollars, traditional fast food places should be freaking out. Rationally, there should be a tidal wave shift of consumption.
But, if we’re honest with ourselves, we’d admit that for most people, going to McDonald’s or KFC is an indulgence we know is bad but it’s a awesome guilty pleasure. There’s nothing rational about a double cheeseburger with bacon.
The ‘job’ we hire the traditional quick service restaurants for is to satisfy immediately, give us instant decadent gratification and do it for $2-$5. It’s the ultimate quick fix. Fast Casual places like Panera Bread and Chipotle are awesome – I love their whole shtick. But they’ve got nothing on McD’s french fries.