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ARE burgers and fries a product of the profound social changes of the past 50 years, or were they to a large extent responsible for them? The author of this diatribe against multinational restaurant brands opts for the latter explanation. "There is nothing inevitable about the fast food nation that surrounds us," he concludes. "The triumph of McDonald's and its imitators was by no means pre- ordained." But it happened nevertheless and, in his view, it is to be blamed for many of the evils of modern America and their global spread. The emergence of the corporate colossus, followed inexorably by its deionization, is a familiar pattern in American business history.
The modern phenomenon of fast food originated in California just before the Second World War. Its first manifestation was kerb service, with meals delivered to motorists by comely young carhops. Richard and Maurice McDonald, who ran a drive-in burger bar in San Bernardino near Los Angeles, became tired of having constantly to replace their carhops and wash up crockery and cutlery. In 1948 they decided to make customers serve themselves, while restricting the menu to items that could be prepared by unskilled cooks and eaten without plates, knives or forks.
26.The example of McDonald is to be concluded that
A the fast food is the great social change of the past 50 years.
B the success of multinational brands was destined.
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