Before the wife and I watched the documentary “Super Size Me” last night, I had a preconceived notion about the film’s main target of scrutinization, McDonalds. That was, it was not my kind of place. I’ve harbored a deep disdain for Mickey D’s for several years now. So I was looking forward to seeing this flick stick it to the fast food giant, and I must say that I wasn’t disappointed.
The gist of the film consists of it’s maker, a guy named Morgan Spurlock who is in terrific shape, recording the effects of a month long binge in which he eats nothing but McDonald’s product three times a day. At the end of the thirty days, his weight gain of 24.5 pounds in 30 days was not surprising; his liver succumbing to effects similar to alcoholism, heart palpitations, and mood swings were more so.
The movie was fascinating for me to watch for several reasons. For one thing, it reaffirmed my belief that the average American is stupid. Kids who can’t recognize Jesus or George Washington have no problems identifying Ronald McDonald. Adults who can’t recite the Pledge of Allegiance can rattle off the Big Mac jingle without hesitation. Now, of course, I can’t blame McDonald’s for the fact that people are this dumb. However, it does say an awful lot about the marketing power of the Golden Arches, and the things that it says about it aren’t good (more on that later). Secondly, it almost builds a decent case for those slobs who decided to sue McDonald’s for making them fat. This movie was made in the wake of such a case, which was thrown out because the plaintiffs could not suffiiciently prove the fast food chain could make a significant contribution to their obesity. Obviously, Spurlock demonstrates that eating too much of this crap is harmful to you (albeit in an extreme dose), and one can argue that this documentary does offer said proof. But one could and should debate that one could also consult the medical magazine “Duh” and come to the same conclusion. This is where the whole lawsuit thing falls flat for me. You don’t need a documentary to tell you that this food is unhealthy. Common sense dictates that, and it is up to the individual to exercise its usage when choosing what to eat. Translation: If you’re fat, it’s your fault. Don’t seek monetary compensation because you don’t want to own up to personal responsiblity for the kinds of food you eat.
That said, the movie still managed to keep my disdain for McDonald’s burning strongly. Spurlock has an issue with the way McDonald’s markets their product, as do I. However, they are for entirely different reasons. Only Disney rivals Mickey D’s marketing to the 10 and under set. Both companies are masters of sinking their products into the minds of the young and impressionable, using harmless and surreal spokespeople to hammer it home (one uses a talking mouse, one a happy red-headed clown). For me, though, the similarities end there. Although I do take umbrage with Disney on many things, at least they do produce a quality product for the kids to enjoy. McDonald’s does not, a fact that does not change when Junior turns in his Happy Meal for a Value Meal. Therein lies the biggest issue I have with the Golden Arches; they oversaturate people with their company at a very early age, then they don’t even have the decency to provide them with a product that isn’t fit to be called mediocre most times. A kind of cullinary bait and switch, if you will. Chances are that by the time people figure this out, things like loyalty, nostalgia, and the like have set into them, and they will still occasionally fling money to the clown. This is a formula that works, so why would McDonald’s want to change anything, including on improving the food?
You may agree or disagree, so let me conclude something that we Californians can all practically put down as fact: You’d rather have a Double Double from In and Out Burger than a Quarter Pounder any day.