McDonald's started it
with their happy meal. This is a kid-type fast food meal with a
hamburger, some type of a side like french fries and a drink. It
also comes with a cheap plastic toy that is often part of a movie
promotion and more. The box has a smile on it. The entire happy
meal dining experience is designed to be fun for children.
Burger King realizes we are not all children. We still want to eat
and have fun. As adults, we are prone to have a wide variety of
intense emotional experiences on a daily basis. To accommodate for
this, Burger King has seen an opportunity to capitalize on adult
hunger and emotions. They have created something they call “Real
Meals.” These are fast food meals designed to celebrate people
feeling however they want to feel. I'm glad there is a fast food
chain that recognizes adult emotions. The only disappointing thing
is the Real Meals don't come with a toy. I think they should come
with something like a scratch-off lottery ticket, key chain
flashlight or glow in the dark pen. Now that would be a real meal.
Below are excerpts from
the story with my valuable insights in italics.
There are five different
"Real Meals" box options that correspond to different
moods: Pissed Meal (mad), Blue Meal (sad), Salty Meal (bitter), YAAAS
Meal (excited), and DGAF Meal (Don't give a f***).
The #FeelYourWay boxes
come with a full-sized Whopper combo meal, which includes fries and a
shake, but no toy. They are rolling out in a few major U.S. cities,
including Seattle, New York, Los Angeles, Austin, and Miami.
I think the box for the
DGAF Meal (Don't give a f***) should have a picture of a middle
finger on it. There have been some supervisors I had in the past I
would have given this meal as a way to express my feelings about
their supervisory skills.
I'm sure these meals
will make ordering at Burger King quite an experience.
“Welcome to Burger
King. How may I help you?”
“I'm really pissed.”
“Would you like a
Pissed Real Meal.”
“Do you have an I'm
so angry I could bash your face meal?”
“Sorry, but no.”
“I am feeling
depressed.”
“Would you like a
Blue Real Meal?”
“No, I'm just dealing
with things, I can't let go from the past.”
“Would you like a
Salty Real Meal?”
“No, I'm not sure.”
“I know, how about a
DGAF Real Meal?”
“I don't know if
that's for me.”
“I think it's for me.
I really get upset when I have to deal with someone who doesn't know
what they want to order. It's fast food, not rocket science.”
“I like your spunk.
Give me a YAAAS Real Meal. You got me excited.”
“Not as excited as
when I dump it on your head.”
“Give me two, you're
the best.”
The initiative isn't just
a jab at McDonald's — it's in collaboration with the organization
Mental Health America to raise awareness for Mental Health Month,
which takes place during May.
(Sarcasm Alert)
I'm sure the one place
where you can cure mental health is at fast food restaurants. I'm
sure all the truly psychotic people have a favorite fast food
restaurant. It's good Burger King has recognized this and is
determined to corner the market on hungry crazy people. Maybe they
should have a line of Real Psychotic Meals. People could get a
whopper meal and credit toward the refill of their Lurasidone. They
could expand to the I Hear Voices Real Meal as well as Suicidal Real
Meal. They could probably be the first fast-food chain to provide
the Thinking About Committing Mass Murder Real Meal. I'm sure the
possibilities are endless. Their marketing team needs to start work
on it immediately.
Brand marketers —
especially fast-food companies like Wendy's and Denny's — have
latched onto anxiety and depression as marketing "trends"
in recent years, attempting to appear relatable to millennials and
Gen Z.
Doesn't it say
something about Millennials and Gen Z when fast food companies have
to utilize the depression and anxiety trends of these generations to
relate to them? I'm amazed their drive toward success or trying to
become the best possible isn't a marketing tool for these
generations. Maybe other companies will catch onto these trends.
Shoe stores will start offering discounts to people who have a
prescription to psychotic medications. People recently released from
mental health facilities will be given discounts at computer stores.
Who needs to market to the emotionally well-balanced individuals of
these generations? If you want to make money with these people you
must market your products so they appeal to their members with mental
health issues.
While many are praising a
partnership that supports destigmatizing mental health issues, some
are disappointed that Burger King doesn't do more to support its own
employees.
I suppose Burger King
employees want recognition of their mental health issues. Maybe
people who are really psychotic should not be expected to show up for
work and still get paid? Guess what? Fast food work has been fast
food work since there has been fast food. I suppose generations who
are coming of age now who want business and industry to accommodate
them because they feel overworked and stressed. I wonder if members
of these generations realize they are not the first people to live in
this world. Being overworked and stress is something all previous
generations have experienced in ways they can't imagine. Are they
aware many generations before them did much more and complained much
less? We did so many things and did it without getting a Real Meal
from Burger King. I'm sure some members of the younger generations
may struggle to believe it is possible.
Here is a link to the
story.
https://www.cbsnews.com/news/burger-king-takes-aim-at-mcdonalds-by-introducing-unhappy-meals/
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