The ongoing saga of corporate leaders striving to present an image of approachability continues, yet it fails to resonate as effectively as it once did. Their attempts at unnatural naturalness often backfire, leading to uncomfortable scrutiny where every action is dissected and shared online.
Recently, Chris Kempczinski, the CEO of McDonald’s, became a subject of viral attention after a video of him taking an awkwardly small bite of his new burger, dubbed the “Big Arch,” circulated widely. The awkwardness sparked a mix of laughter and discomfort, and unfortunately, it did little to entice viewers to actually try the burger.
This amusing misstep provided an opening for rival fast-food chains, like Burger King and Wendy’s, to capitalize on the moment, poking fun at McDonald’s in their own carefully crafted parodies.
From “Prize Food” to Product
In the 2023 thriller ‘The Killer’, directed by David Fincher, Michael Fassbender’s character encapsulates modern perceptions of fast food by treating a one-euro McDonald’s hamburger solely as a source of protein, stripping it of any culinary allure. What was once a guilty pleasure has now been reduced to a mere product, expertly designed and optimized.
We’ve gradually begun to dissociate fast food from traditional notions of “food.” Interestingly, this shift in perception isn’t merely from consumers; it’s also echoed by those at the top of these corporations. When even producers don’t view their products as legitimate food, what does that imply?
While it’s uncertain whether Kempczinski actually eats at McDonald’s four times a week as he claims, the contradiction remains stark: leaders are selling products they themselves may not fully endorse, mirroring behaviors seen among tech CEOs who impose strict limits on their families’ technology use.
This dichotomy raises questions about credibility when brand leaders personally step back from supporting their own offerings.
Changing how we view fast food reflects broader social perceptions. Traditionally convenient, this category of food is now increasingly scrutinized and consumed with wariness—especially by the health-conscious millennials and Generation Z, who are acutely aware of ingredient quality and the health ramifications of processed foods.
In the U.S., the rise of slop bowls is indicative of a trend where food becomes functional and aesthetically pleasing rather than simply nourishing.
Assembled Food, Not Cooked
Today’s dining landscape is heavily influenced by extreme food industrialization. Traditional culinary practices coexist with a narrative where meals seem engineered more than cooked. Items like slop bowls offer nutrients without the emphasis on taste or culinary creativity. They represent a manufactured experience, often marketed as “healthy.”
Gradually, more groups are rejecting the idea of fast food as “real food.” Studies show that many view ultra-processed options as inherently artificial, creating a mental distinction from “real” food, despite occasional consumption for convenience.
When one craves a Whopper or a Big Mac, it’s not merely for sustenance but for the unique experience they offer—this heightens the consumer’s identity and the way they relate to these brands.
Eat to Create Your Identity
Social media plays a critical role in shaping food perception, aiming for viral moments and visual appeal. This pursuit of attention is not exclusive to fast food but spans the entire food landscape. The drive for aesthetically pleasing, “healthy” options, such as #RealFood recipes, reflects a shift in how food symbolizes lifestyles and personal values.
Ultimately, whether it’s a viral burger bite or a trendy green smoothie, the underlying trend is clear: food is becoming less about nourishment and increasingly viewed as a form of content in the digital landscape.