The world of McDonalds, McQuarks, and McMansions

Wired has a few recent pieces that are related to McMansions. First, an “Alt Text” piece parodies other “theoretical particles” that might follow the recent Higgs-Boson news:


This subatomic particle is found in all McDonald’s food, and is the reason that all the menu offerings — including the burgers, shakes and dipping sauces — taste “McDonaldy,” as if they were all just carved out of a big lump of McSubstance. Currently, the McQuark is the universe’s only trademarked subatomic particle, although Motorola, maker of the Photon smartphone, is attempting to gain traction against Apple’s battery of lawsuits by patenting actual photons.

Wired‘s Matt Simon follows up and defines McMansions:

The most widely used of these pejoratives is McMansions. These are the quickly produced cookie-cutter homes that some say lack taste.

It would be interesting to hear more from McDonald’s about how they feel about the expanding usage of such terms, particularly McMansion. According to Wikipedia, McDonalds was not too happy about the term “McJobs”:

The term “McJob” was added to Merriam-Webster’s Collegiate Dictionary in 2003, over the objections of McDonald’s. In an open letter to Merriam-Webster, Cantalupo denounced the definition as a “slap in the face” to all restaurant employees, and stated that “a more appropriate definition of a ‘McJob’ might be ‘teaches responsibility.'” Merriam-Webster responded that “[they stood] by the accuracy and appropriateness of [their] definition.”

On 20 March 2007, the BBC reported that the UK arm of McDonald’s planned a public petition to have the OED’s definition of “McJob” changed. Lorraine Homer from McDonald’s stated that the company feels the definition is “out of date and inaccurate”. McDonald’s UK CEO, Peter Beresford, described the term as “demeaning to the hard work and dedication displayed by the 67,000 McDonald’s employees throughout the UK”. The company would prefer the definition to be rewritten to “reflect a job that is stimulating, rewarding … and offers skills that last a lifetime.”…

According to Jim Cantalupo, former CEO of McDonald’s, the perception of fast-food work being boring and mindless is inaccurate, and over 1,000 of the men and women who now own McDonald’s franchises began behind the counter.Because McDonald’s has over 400,000 employees and high turnover, Cantalupo’s contention has been criticized as being invalid, working to highlight the exception rather than the rule.

In 2006, McDonald’s undertook an advertising campaign in the United Kingdom to challenge the perceptions of the McJob. The campaign, developed by Barkers Advertising and supported by research conducted by Adrian Furnham, professor of psychology at University College London, highlighted the benefits of working for the organization, stating that they were “Not bad for a McJob”. So confident were McDonald’s of their claims that they ran the campaign on the giant screens of London’s Piccadilly Circus.

Instead of trying to change or block the definition, why doesn’t McDonald’s try to introduce its version of a “Mc-” term that it can then work to define? Of course, such things can be quickly turned around on the Internet but McDonald’s has plenty of resources and reach. I’m sure they could develop a positive version and there are still plenty of people going to their restaurants…

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