https://www.youtube.com/watch?v=BtPo3T76H4g
The words McDonald's and Artisan absolutely don't seem to go
together in the same sentence, if you ask me.But now, the famously successful fast food giant is attempting to present itself as part of the "artisan,
back-to-nature, farm-to-fork, gourmet food
industry.
The ad looks like McDonald's uses all basic food products to create their chicken. The vegetables look fresh and hand chopped and diced and the thick pieces of chicken look as if they were delicately grilled by a precise chef.
What I think is funny is that the whole reason people even go to McDonald's is because it's fast and it's cheap. If, in fact, they are now using these basic techniques, it's not really going to be quick and it definitely won't be cheap. Recently fast food companies like McDonald's have gotten a lot of bad publicity because of their mass production techniques and their use of ingredients that aren't very healthy. Nothing in the ad actually says they are using a whole new method, but they are definitely trying to give customers the impression that they are. 
I agree with you that the words, "artisan" and "grilled chicken" don't go together. I also agree that using these techniques and ingredients don't make McDonald seem fast or cheap. I feel that McDonald's is missing the point of fast food, and are too focused on a different appeal that strays from the fast food idea.
ReplyDelete