For your size only

Prepared Foods, April, 2004 by William A. Roberts, Jr.

McDonald's (Oak Brook, Ill.) supersize demise (announced in early March and expected to eliminate the extra-large fries and beverages from the chain's menus by 2005) may have garnered the chain unwanted attention. The Voices column in the March 8 Lancaster New Era (Lancaster, Pa.) performed its own evaluation of supersized portions of French fries versus the smaller "large" option. After comparing the two, the writer found the supersize version had two more fries. How these results were derived was not explained clearly, but it is difficult to imagine equally sized and cut fries in each box, so the counting option seems inappropriate. Maybe the writer stretched them end-to-end? Regardless, the obviously scientific comparison attempted to demonstrate the nutritional similarities of the two sizes. Meanwhile, according to the McDonald's website, the supersizes weigh in with 70 more calories, 3g more of fat, 9g of extra carbohydrates and 40mg more sodium.

On another front, conspiracy theorists point to the success of "Super Size Me" at this year's Sundance Film Festival as one inspiration for the fast food giant to drop the enlarged portions. The movie's director lived on nothing but McDonald's fare for an entire month and, "packed on the pounds, watched his cholesterol soar and became depressed," according to his website. The argument is that McDonald's is trying preemptively to assuage any criticisms resulting from the movie's wide release (expected on May 7).

Unfortunately, these theories seem to discount the simple business facts behind the decision. Supersizing has been contributing less and less to McDonald's sales over the past year. In fact, any analysis of McDonald's financial rebound demonstrates the chain's success at luring consumers with more health-oriented fare, i.e., salads, yogurts, fruit, etc. Not to preach to the choir too much, but innovation has fueled this recovery, innovation in keeping with the changing needs and wants of consumers.

However, McDonald's success and, indeed, its innovation efforts fly in the face of what has been the major food industry trend of late. Fast food adversaries have been quick to hitch a ride on the low-carb bandwagon; Burger King (Miami) and Hardee's (Rocky Mount, N.C.) both have bunless burgers, and low-carb menus can be found in various chains. McDonald's, on the other hand, has been content to steer clear of the low-carb terminology, if not the trend itself. The reason could be a simple one: why bother revamping menus to reflect a trend that may pass shortly?

William A. Roberts, Jr.

Business Editor

robertsw@bnpmedia.com