In America, we like to race ahead of the industries serving us in order to look back and whisper, "Catch up to us." The fast food industry is dashing to capture us—as we zip away in our cars that double as dining rooms.
According to the NDP Group, a consumer research firm, 17 percent of all meals ordered in U.S. restaurant are now eaten in the car. (No word on whether this accounts for the recession forcing people to live in their cars.) The fast food industry heard the NDP Group and reacted accordingly: by providing us with food we can eat while keeping one hand on the wheel.
Take Popeyes, the fried chicken distribution group—they began selling Dip'n Chick'n not very long ago. Dip'n Chick'n is thin pieces of chicken the curl at the edges when dunked in hot grease, just like a potato chip. Now they're selling Rip'n Chick'n, a fried chicken breast designed to be easily torn apart. How do you design a chicken breast to tear easily? Is this some Oryx and Crake shit?
Now all we have to do is get fast food to swerve in a different direction. Who wants to see cupcakes baked into everything? Put your hand up! All we have to do is get this NDP Group to report that we want cupcakes inside of everything, and then wait for Pizza Hut, Popeyes, et cetera to catch up.
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[via WSJ]
