"Fast Food Nation"

By TRACEY COLLING

Staff Writer

"Fast Food Nation" by Eric Schlosser investigates America’s fast-food fascination from all points of the spectrum.

Schlosser, an Atlantic Monthly correspondent, examines the social and economic impact of fast-food chains and, through his research and personal investigations, brings a new perspective to this modern-day phenomenon.

Food chains like McDonald’s, Kentucky Fried Chicken and Burger King have changed their operations in many ways and implemented innovative practices. Early on, rapid production techniques were tested in many of the kitchens of these restaurants.

The use of ample grills and disposable dishes, the selection of foods that don’t have to be eaten with utensils and the elimination of short order cooks have since revolutionized the fast-food industry. Speedy service and good, quality food at a low, affordable price became the signature trademark of these restaurants.

Marketing and promotion methods adjusted to the new target market. Promoters created a brand name and symbol that people could trust and recognize throughout their lives. Characters were created to appeal to families – especially children.

"The talking dog from Taco Bell commercials and the big yellow M of McDonald’s stands out in my mind," says Jane Prjlic, a 28-year-old resident of Auburn Hills.

"Fast Food Nation" by Eric Schlosser

The convenience of fast food has proved to be helpful and destructive, however. Fast food places like White Castle, Taco Bell and Wendy’s have changed the way Americans dine. Ad campaigns encourage families to eat at these restaurants and, as a result, eating habits are being shaped by places like these.

Nowadays, the average person may make trips to a fast food restaurant several times a week, if not a few times a day.

Brenda Williams, a 48-year-old resident of Garden City, says that fast food places have always been a part of her life and her family’s life. She recounts memories of her daughter, now 23, always asking for her favorite food – chicken nuggets at McDonald’s – as a child.

"I probably go to McDonalds or Taco Bell at least five times a week," says Prjlic. "I usually go on my lunch break or right after work on my way home."

Prjlic mentioned that since she commutes from Auburn Hills to Novi every day for work, it is often easier for her to pick something up.

This, of course, brings up the topic of mobile eating.

Americans can be seen eating in their vehicles much more since the invention of drive-thru dining. Making food easier to travel has become a necessity in today’s society.

Economic results of fast-food restaurants can also be seen all over the country. A restaurant can begin with one modest building and a dream. In time, it flourishes into a worldwide success with a franchise business that booms. Fast food buildings spring up all over the country.

John Farner, a student at Schoolcraft Community College, says: "I can’t go two blocks without running into fast food. We live in a world where processed animal parts make up most of our diets. We eat not because we like it but because it’s so easy to get."

America’s economy has managed to benefit from these restaurants. Although employee turnover is fairly high at fast-food restaurants, they continue to employ a large percent of the nation’s population. It’s not uncommon for people to begin their job paths with these types of restaurants.

Fast-food places employ unskilled, cheap labor who will work for minimum wage and no benefits. That is why many of their employees are in their teens. In fact, Williams says that she had briefly worked at a Burger King as a teen-ager.

The strategic locations of fast-food buildings have given rise to high amounts of traffic in particular areas, raising profits. McDonald’s, for instance, began setting up businesses off highways because these were locations where many potential customers might travel.

Cities have flourished from fast-food chains opening their restaurants in their vicinity. Farner remembers traveling to Ohio on a Cedar Point trip and stopping at a newly built McDonald’s. He says the girl working the drive-thru was amazed at how many people have come through her town since the place opened.

Restaurants in these key locations bank on customers impulsively stopping by and ordering food. It may have been the locations that led them there, but it is the quick, friendly service and quality food that make them come back, Schlosser writes.

Prjlic disagrees.

"There are too many fast-food joints clumped together," she says. "People think of fast food in a different way now. It’s cheap but not great quality. We’re inclined to go there because we grew up with it."

Some issues have kindled heated debates between food-service industries, animal activists and other organizations. Food processing and distributing practices have been under scrutiny for some time.

Prjlic has been a vegetarian for about two years. She says she believes that the meat products of many fast-food places are disgusting. The conditions in which many animals are treated have turned her off to ever consuming animal products.

Many animal-rights activists have similar concerns about the poor conditions of livestock for food manufacturers. And the sensationalism of Mad Cow disease also scared many Americans, impacting people’s notions about fast-food cooking. Health agencies are being urged to investigate and regulate the food industry’s practices.

Farner, who is also a vegetarian, thinks of fast-food chicken and meat products are bad for the body. Stories of chicken nuggets without "bird" meat in them and hamburger patties containing rat guts and cow intestines have persuaded him to eliminate meat from his diet.

"I eat meatless, animal-free fast food because it’s fast and cheap to get," Farner says. "But eating any of their burgers or chicken nuggets is like putting pure, toxic poison into my body."

Another issue of concern is obesity in America. Obesity is being linked to fast-food chains because of their unhealthy menus and easy availability. There have been lawsuits filed against fast-food restaurants claiming they were responsible for a person’s obesity.

"It’s not the restaurants fault," Williams says. "Everyone just wants to blame someone else for their extra weight."

"If people stop going to these places, they’ll reduce their chances of being fat," Farner says. "No one is forcing them to go.

"This is just what society has evolved into."