Had a revelation while walking my dog this morning. "The Food that Made America" was on Story last night. McDonald's. We all know Ray Kroc, but of course there's a reason it is called McDonald's and not Kroc's. The first McDonald's was a San Bernadino drive-in owned by the McDonald brothers. Well one day they realized that the only thing they made any money on was burgers, fries, and shakes. So they decided that was all they were going to sell. Then they got rid of car hops because that was slowing down the sales and moved to counter service. And engineered an assembly line kitchen that let them crank out an order in under 2 minutes. They sold the concept to other restaurants but not the McDonald's name. Kroc, a traveling shake machine salesman came up with that idea, eventually bought out the McDonalds and the rest is history.
Now I haven't been in a McDonald's regularly in probably decades. Because the service is slow and shitty. Every time you go, you wait. And wait.
And wait.
There's usually some person ordering that is staring at the menu like they just landed on this planet and the concept of a restaurant is new to them.
And it occurred to me this morning that this is because McDonald's has forgotten the reason they were successful: fast consistent food at a reasonable price. If they didn't have so many fucking items on the menu they could make orders a lot faster. And people could order a lot faster. "You want a frappachino? Too bad. We're McDonald's. We've got burgers, fries, and shakes."
Yes, I realize times change and businesses need to change with them or lose out, but I sort of have to wonder. If I want fast cheap familiar food these days I'll go to White Castle. Yes, they sometimes have fancy items like chicken rings or some limited time burger, but it's basically burgers, fries, and a soda. And they crank them out fast and cheap.