Fast Food Restaurants Would Really Rather You Not Call Them ‘Fast Food’

01.13.16 4 years ago 4 Comments


Call it the Double-F Bomb — Fast food has truly become a dirty word. “Everything can be fast today,” Allen Adamson, founder of BrandSimple Consulting told the AP, equating the term “fast food” to the Death Star. “What you want to communicate is something more desirable.”

Which means that restaurants like McDonald’s, Burger King, and Wendy’s are all trying to find that perfect term. “Fast casual,” they’re calling it. Or “fine casual.” Or “fast crafted.” Or even “fan food.” (Which begs the question: fans of what, exactly? Of greasy burgers and fries scarfed down in your car with the evidence destroyed before you get home?)

“We’re not fast food!” they’re screaming. “We’re…I mean yeah, okay. But we’re different!

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