The fast food industry makes up a significant part of the United States, with a focus on cheap, convenient food on the go. However, according to Mike Haracz, our nation’s focus on quickness and efficiency may be precisely why fast food menus like McDonald’s seem a little dull. He said, “Consumers in other countries are more than willing to wait for their food items, so it does not need to be made in the 90 seconds that a U.S. consumer wants it in.”
Speed seems to be one of the defining characteristics of fast food. According to a report by the USDA, customers seek out fast food thanks to both its convenience and its affordability. There’s pressure from a customer as well as a corporate perspective to be as fast and quick as possible. Drive-thru times are something that the restaurant industry actively records and tries to keep short. The media also plays a part, with the industry making headlines in 2021 for having longer drive-thru times than in years past.
How does this translate to the menu itself? Well, one of the reasons that restaurants will discontinue items is if they take too much time to make. As a result, a focus on efficiency discourages creativity and more complex dishes.
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