Essay

One of the largest industry today is the food industry. After world war II people decided to make food faster and In california during the 1950's, the fast food industry started. The book Fast food nations written by Eric Schlosser explains the many stratagems fast food Pioneers used to expand the industry to what it is today. Eric Schlosser explains the evil sale motives people used to brainwash us americans to increase their sales and profits. The people behind the food chose to direct their unhealthy food to people that don't know wrong from right; children. Their major tactics used were targeting children, teenagers and advertisement.

At first the fast food pioneers targeted teenagers with cars. At the time the nations car industry was increasing so someone decided to make drive-in resturatnts "People with cars are so lazy they don't even want to come out of them to eat" said Jesse G. Kirby, also know as one of the first pioneers to own a drive-in restaurant. Teenagers were both consumers and workers for the business. They hired teenaged girl who would carry the trays of food from patrons to the parked cars know as carhops. Usually they wore short skirt or wore a variety of adorable costumes such as mermaids, cowgirls and majorettes. They were usually attractive, which brought a lot of teen boys to hangout there. Owners of later drive-ins competed for attention, realized that Bright neon lights attract people. They also used a variety of visual lure and decorated their buildings.

Walt Disney and Ray Kroc (CEO of McDonalds) both used tactics targeting children, who bring in their parents, who bring in money. They realized that children play a big part in our nation, so they came up with a strategy called the “cradle-to-grave”. It hopes the nostalgic childhood memories of a brand can lead to a lifetime of purchases and loyalty. According to Eric Schlosser a person’s “Brand loyalty” may begin as early as the age of two. I agree with him because I still eat McDonalds. They came to this conclusion after the 1980s when parents worked so much and had little time to spend with their children so, they effortlessly bought them thing to make them happy. They called it “the decade of the child consumer.” This had a huge impact on not only fast food pioneers but any entrepreneur. McDonalds took advantage of this; they started giving toys with every kids meal and wrapping them in a little box that looks like a present. They made McBurglar VHS and built fun playgrounds which were also examples of the innovation that McDonalds made to attract children. I remember being so happy when my parents took me to mcdonalds it felt like it was a kid’s paradise. I could play, eat and still go home to fun because I got a toy.

Advertising also had a huge impact in the the fast food epidemic. During the 1930's walt disney pioneered the marketing strategy which is now known as the synergy. Disney signed a licensing agreement to use mickey mouse on their products and their ads. After noticing the success, disney wanted more. He later used television to achieve a degree of synergy beyond anyone did in the past.He began to create a lot of television shows to promote his characters. Soon enough the fast food industry used synergy too.There were a variety of advertisements directed at children. The ads taught children different stragems into nagging their parents. They wanted children to nag..nag..nag...no matter how u do it, get what you want. Then came the internet, which was another tool to learn more about the children consumers and sell their products. according to Mr.Schlosser  about 89 perfect of websites targeting children requested personal information. On a McDonalds website children were told to send Ronald secret mail regarding what are their favorite meal on the menu.

The fast food industry is using us americans to brainwash us into buying their unhealthy foods. McDonalds, Pizza hut, and all other fast food places don't really care about what garbage they are feeding us. The come up with fun  playgrounds, food packages in shape of presents and pretend like they are doing it to make people happy but in reality they are doing it to profit themselves.