Word: mcdonaldization
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While a New York Mets fan might be understandably peeved to see Manager Joe Torre, fired only last year, thriving with the Braves, and General Manager Joe McDonald, forced out the year before, frolicking with the St. Louis Cardinals, there seems to be little animosity now even for winners. Gene Autry bought the Angels' way into clover this year as surely as any owner ever did. But the cowboy has shown a grace by comparison that makes even wealth forgivable. "Oh, well," Autry comforted Reggie Jackson when Reggie slumped in September. "I made some pretty bad westerns...
Burger King asserts that unlike McDonald's or Wendy's, it flame-broils its hamburgers. Playing upon this claim, the company's commercials charged that McDonald's burgers are smaller when they hit the griddle, and that customers overwhelmingly prefer broiled to fried burgers. In one typical commercial, a shocked, beribboned little girl sits on a bench in front of a Burger King outlet and proclaims: "Unbelievable! Luckily I know a perfect way to show McDonald's how I feel. I go to Burger King...
Even before the commercials were broadcast, company officials at McDonald's headquarters showed how they felt by slapping Burger King with a lawsuit in Miami federal court, charging deceptive advertising. So-called comparative advertising of consumer products has become increasingly common in recent years, but Burger King's drive was a fast-food first on a national level, and it plainly rankled the industry leader...
...McDonald's executives were particularly incensed that Burger King's taste and quality claims were apparently based upon market surveys specifically commissioned by the Miami company. This, they said, made the claims not only suspect but biased and purposely misleading. Besides, charged a McDonald's spokesman, broiling is not all that Burger King does to its burgers; after the meat is flame-cooked, the patties are kept warm in steam cabinets and then reheated in microwave ovens just before serving. The implication: if a McDonald's Big Mac is greasy, then a Burger King Whopper...
...weighed in with its own beef, claiming in a $25 million federal suit that Burger King's ads are false and misleading. Wendy's officials contend that their burgers are actually the best tasting of the lot, since they are made from fresh meat whereas both McDonald's and Burger King patties begin with frozen meat. Wendy's has also called for a "national taste test" among actual hamburger eaters to settle the searing issue once...