Too Many Choices

One thing is certain - fast food isn't fast anymore.

It started out as a great concept - offer a limited menu with items that can be prepared quickly. Get em in - get em out. It was simple and it worked making companies like McDonalds and Burger King a huge success. But then some marketing "genius" decided that they could make things better by offering more menu choices and that's when the lines started. Have you ever been behind the Mom trying to get little Johnny to decide which of the 30 items he would like for lunch? Even grown folks have a hard time deciding what to get with all those choices. And speaking of kids, they used to have one "Happy Meal" with a fun toy for the kids - now they have several to choose from. Honestly, a kid will eat almost anything if it comes with a fun toy. Why hold up the line with all those choices? Don't even get me started with special orders.

Too many choices causes problems in the kitchen too. When you have a limited menu, you can get orders out quickly and efficiently. But having 8 different items on an order makes preparing that order much slower and the margin for error much greater. It takes some time to make a variety of different foods - it has no place in fast food chains. That's why we have sit down restaurants with varied menu options.

Some other marketing "genius" recently decided to start putting several fast food chains in the same building - a trend I find disturbing. Now, not only do you have 30 choices on the Taco Bell menu, you also have 30 choices on the Pizza Hut menu. And in my opinion, these are 2 business that don't even belong together. Pizza takes time to make - Tacos should be fast. Plus, when you walk into a Pizza Hut (on it's own) the smell of the food is fantastic and makes you immediately know you will get exactly what you are hungry for. Same for Tacos. Combined in one building it is odoriferous confusion. I also think it somehow cheapens both brands with the perception that each couldn't afford their own space. I don't like it.

I wish more people were like me. When I go into a fast food place, I already know what I want, and what size. My order should be quick and easy - but some marketing "genius" has complicated even my attempt at keeping fast food fast. Today I went through a Burger King drive thu and ordered a double cheeseburger and small fries - no drink. Just like that. I was then asked if if I wanted "small" fries or "value" fries. What??! After a short confused pause, I said I would like the cheapest fries. This got a chuckle out of the lady taking my order but I was annoyed. How can you make such a simple order complicated? Multiply that one question by the billions served and you add a lot of drive thru waiting time.

Sometimes choice is a good thing, but I really don't think it is when it comes to fast food. I wish we could get back to the days of take it like we make it and "get em in - get em out".