Consumer V. Fast Food : Which is Guilty in the Obesity Epidemic? (Part 1)

By Erin Froehlich

Over the past 30 years the rate of obesity in the United States has climbed by 20%, with over 30% of Americans now falling into the category. Needless to say, weight gain is a problem that is growing wildly out of hand and the problem is more than just added weight and fat. Carried along with all those extra pounds are many serious health risks: cardiovascular disease, diabetes, bone and joint problems, stroke, liver disease, breathing problems, heart attack, the list goes on and on. In fact, the problem has become so severe, 27% of young Americans do not qualify for military enlistment, not because of a born trait or disability, but because they are just too heavy. Approaching the problem, however, is rather complex because when it comes to the cause, blame is pointed in many directions. TV, schools, and stress are all debated causes, but one cause that no one would argue, is the relationship between consumer and fast food.

But who's to blame? Is the consumer an innocent victim of a money-hungry fast food market, or are fast food restaurants just providing what the consumer has demanded? The question requires a closer look at the facts and impartial judgment for an answer. In this article, we'll look at the consumer's case and examine all the ways the fast food industry is setting them up for dietary failure. In the next, we'll hear fast food industry's defense and consider all the ways the consumer is responsible. In the end, with our third and final article in the series, we'll have our verdict and decide once and for all, Who's guilty for the obesity epidemic?

A Case for the Consumer

While there are always two sides to a story, the consumer has every right to be angry about the practices of the fast food industry. While they may not profit directly from the creation of overweight, obese customers, the fact remains that their advertising methods can be blatant and some would say, unscrupulous manipulation - far beyond what is expected of marketing. It could also be easily proven that they are more concerned with the profitability than the nutritional value of their offerings. Many consumers point an angry finger of blame towards the fast food industry for their part in the obesity epidemic. These issues are just sampling of the reasons why.

Getting At the Kids.

While companies in the food industry may need advertising in order to stay competitive, their targeting of children is a controversial practice to say the least. In fact, there are several countries that ban it outright. Elsewhere however, children are considered to be a key part of the "Family-Decision-Making-Unit," pint-sized customers, consumers, influencers, and users with a direct purchase market of $24 billion a year. While these consumers are unable buy for themselves, companies have no qualms working through the child's insistence that a parent make the purchase. They have child-geared advertisements down to a science, exploiting the immaturity of their decision-making by dematerializing their offerings in imaginative worlds, degrading healthful foods ("Yuck! Broccoli!"), exaggerating their own product's nutrition, implying that their products will enhance performance, and make children happier and more popular. Even worse? In the past 10 years spending on children's advertising has increased five-fold and of the vast amount commercials shown during children's programming, two thirds are for food products. One study showed that in 28.5 hours of children's programming, 950 commercials were shown. Accordingly, children watching the average3 hours of TV a day are also seeing about 700 commercials a week! McDonald's is obviously using this to their advantage.

A study highlighted in the book Fast Food Nation found that 96% of American children can identify Ronald McDonald. The only fictional character with more recognition was Santa Claus. McDonald's knows what they're doing with colorful characters, Happy Meals, Toys, and Playplaces. They're tapping into market worth $24 Billion - and creating lifetime customers at the same time.

BOTTOM LINE: Marketing from fast food companies manipulate children by playing on their imagination, promising happiness, popularity, and more.

Eating for Your Ego.

Yet, children are not the only ones manipulated my marketing tactics. A new strategy actually emphasizes the fact that their food is fatty.Wait! Thats a selling point?! Why would a person buy food when it's main "draw" is how unhealthy it is?

New advertisements are equating overindulgence with a manly, rebellious attitude. Take Burger King for example. One recent commercial starts with a couple eating together in a fancy restaurant. The man complains aloud "I'm too hungry to settle for chick food!" so he dumps his date and goes to Burger King. Later him and a large group of men, pumped up on Whoppers, bump fists, punch each other, and toss a van off a bridge all the while singing "I will eat this meat until my innie turns into an outie. I am hungry. I am incorrigible. I am man."

Food psychologist, Brain Wansink, author of "Mindless Eating," comments on the issue. "It reminds me of that old joke, 'Why did the Egyptians build the pyramids? To impress their girlfriends.' That summarizes for me why most guys do stupid things: to impress, if not their girlfriends, somebody, maybe even themselves, and to inject some adventurousness into their otherwise boring and insipid lives."

Emanuel Maidenberg, associate clinical professor of psychiatry and clinical coordinator for UCLA's Anxiety Disorders Program, takes more serious tone as he considers the effect these ads may have."Kids learn to associate large amounts of food with something that's manly, consistent with the image of being cool, and somewhat rebellious. And fast-food marketers try to promote that."

BOTTOM LINE: Fast food companies promote unhealthy habits with the suggestion that eating large amounts of fatty, high calorie foods, makes you cool, manly, and rebellious.

Hidden Health Facts.

Though amidst a wave of criticism, fast food restaurants are now providing nutrition information for their entire menu of items, this information is often difficult to find, must be requested, or may not even be available in their stores. Can a restaurant honestly expect their customers to jump online to check nutrition facts before they head out? What about customers without internet access? Let's assume some customers ARE so dedicated to their health they actually do this, look up their nutritional facts online before they get in their car. Even these people may be less informed than you think. Inconsistency in preparation can create huge differences between the meal you get and the nutrition facts they claim for it. Research has shown actual fat and salt values can be significantly higher. Take an investigation, reported in Which? magazine UK, for example. "McDonald's website claimed that a Big Mac and medium fries had 786 calories but analysis showed it had 900. Burger King's Whopper and regular fries had 19 grams of saturated fat, rather than the 13 grams claimed. Levels of saturated fat in KFC's Zinger crunchy salad were almost triple the company estimate."

BOTTOM LINE: Fast food companies make nutrition facts too difficult to find and their preparation is often inconsistent with the information they provide.

The Nutrition Spin.

"But you don't have to order the triple patty burger with large fries!" say fast food restaurants. Oh, yes. These days you'll see options like a side of apples instead of fries, salads, and even low cal meals at most chains. In fact, Taco Bell is now advertising a weight-loss diet which centers on foods from their "fresco" menu. McDonald's website now boasts a team of nutritionists on their home page. To quote their website "A quick glance at our menu can show you options that can help even our youngest customer make good, fun choices!" (Notice they don't say "healthy" or "nutritious.") They then make suggestions according to the food groups. WHOLE GRAINS

What they say: "The Premium Honey Wheat Roll for Chicken Sandwiches provides 8 grams of whole grains, which is a half serving of the daily recommendation of 3 ounces of whole grains."
What they don't say: So, to get that wholesome whole grain you need to order a chicken sandwich. Their lowest calorie option? A hefty 360 calories, 16 grams of fat