Thursday, April 21, 2011

How fast food chains enhance decision making ability

In emerging economies, fast food chains like Mcdonalds, Dominos Pizza,et al have come under attack for destroying local food habits and americanisation of culture. In fact, there is a slow food movement against the fast food onslaught which has been started in Europe. Of course in India, all these chains had to adapt their menus to meet the Indian taste bud requirements.
Even though they have a limited menu, the choices they give in terms of product bundling (Ever faced with the "Sir, would you like a soft drink?" and you answer yes and then he asks you for the brand,the size(small, medium ,large) and then he does the same for your fries, sauces , etc?) is enormous.
In fact, this seemingly endless choice even made the great Prof. Yunus fear American restaurants when he was a Fulbright Scholar. He says in his book 'Banker to the Poor'(pp43) on how he was given so many choices when he had ordered for eggs at a restaurant.
The most funny rant of such endless choice comes from the movie "You got Mail" starring Meg Ryan and Tom Hanks. Joe Fox played by Tom Hanks has this take on Starbucks in the movie
The whole purpose of places like Starbucks is for people with no decision-making ability whatsoever to make six decisions just to buy one cup of coffee. Short, tall, light, dark, caf, decaf, low-fat, non-fat, etc. So people who don't know what the hell they're doing or who on earth they are can, for only $2.95, get not just a cup of coffee but an absolutely defining sense of self: Tall. Decaf. Cappuccino.

(Disclaimer: The post is on a lighter vein. Except watching "Food Inc" and newspaper articles which cover such protests I really am not well informed on such protests.)

No comments:

Post a Comment