Not Lovin'It
Lawrence McDonald's customers weigh in on the fast-food restaurant's decision to nix its Super Size menu.
By Marissa Stephenson, Jayplay writer
"Ninety-eight, ninety-nine...those two look like halfizes...and we've got one hundred." Wiping grease and salt off my fingers, I record my last Super-Size result and reach into the pile to graze on golden, crispy fries.
At McDonald's, 3241 Iowa St., I have three Super Size fries and three large fries spread over a brown tray post Super-counting. Lunching truckers and soccer moms with bug-eyed children stare and a young boy asks, "Are you really gonna eat all those?"
The March 4 announcement that McDonald's will phase out their Super Size menu by Dec. 31st, 2004 made me wonder the difference between Super and plain large. After 15 minutes of counting $11 of fries, my boyfriend, Brett — there to help with fry consumption — and I have our under whelming answer about 10 fries. Averaged, the large was 90 fries, and even counting the annoyingly small bottom-dwellers, the Super Size was 100. (Which, if you're going by the American Heritage Dictionary definition of "super" superior in size, number, quality or degree — this size is none to super from the start) I manage to clear almost half of our fry order. Reaching for my umpteenth One Last Fry, Brett grabs my wrist and says, "Stop. No more. You have to stop eating the fries."
The McDonald's Cocorporation's decision to eliminate the Super Size menu will force many customers to look elsewhere for large quantities of fries. Ryan Gillian, Chicago junior and ex-McDonald's employee, vouches for the popularity of the Super Size. "It was insane how many people Super Sized. The huge guys in the vans and construction workers, but lots of average people too." McDonald's says slimming down its menu promotes a balanced, healthier lifestyle. But die-hards of the 42 oz beverage and the 7 oz. Super Size fry say they'll just order more or go elsewhere.
At McDonald's, 901 W 23rd St., signs read, "Just Say 'Super Size' Itl" and feature sparkling brown liquid pouring out of a jumbo cup next to the famous
Ron Horton's reaction is disgust. The Wichita freshman, who always Super-Sizes, says now he'll have to go to Burger King or Wendy's to get his usual amount of food. "It's all about choices, and people don't want a restriction on what they can do," Horton says. A November 2000 National Restaurant Association poll backs Horton up. The Association reports that 95 percent of Americans feel qualified to order as they like when dining out and two thirds are tired of hearing what foods are good or bad for them. Burger King and Wendy's corporate headquarters say they have no plans to take away the King Size and Biggie Size, their Super Size equivalents. Horton says if he does go back to McDonald's, he'll probably order chicken nuggets to bulk up his formally super-meal.
fries. While I'm waiting to speak to Patrick Manning, marketing supervisor for Lawrence McDonald's, the family in front of me Super Sizes their value meals, a choice they won't have for long. Manning says besides the New Year's Eve deadline, there's no word on when the heartland region will "turn over". He says McDonald's wanted to announce the phase-out later in the year, but the press leaked it early.
The Super Size menu got a satirical slant when Morgan Spurlocks's documentary Super Size Me screened at the Sundance Film Festival this year. Spurlock chronicled himself eating only McDonald's food — even water had to come from over a McD's counter — three times a day, for one month. The results: liver failure, heart palpitations, an extra 25 lbs and a nasty press wave for America's fast-food giant. Manning says McDonald's makes food decisions two years in advance, so the menu change couldn't be a reaction to the movie.
This reaction is typical, says Marty Glenn, lecturer
"From the reactions I've heard, customers were surprisingly upset," Manning says. He added that the idea to remove the Super Size didn't come from customer requests. "It's all part of our healthier lifestyle change — and it's a permanent change."
in nutrition and health at the University of Kansas. Glenn says Super Sizers could feel cheated,even by a few ounces and a handful of fries. "It's partly psychological people think they're not as full and will order more to compensate. It's hard to predict how many people will benefit from this change."
For now, at McDonald's, 1309 W 6th St., the "Just Say 'Super Size'!" sign sits beside the "New Premium Salads" sign. Manning says phasing out super-sizing will effect sales, but he hopes items like the new salads will balance it out.
If customers aren't lured to competing fast-food restaurants, McDonald's could benefit says Adam McAdoo, Wichita freshman and frequent Super Sizer. "McDonald's got people accustomed to larger sizes at value prices, and now they're taking them away so we'll order more." McAdoo says he'd be likely to order a hot apple pie if he couldn't Super Size.
It's a healthy hope just as long as the restraunt's new Super Sizeless image doesn't go the way of the McLean.
— Marissa Stephenson can be reached at mstephenson@kansan.com.
The size must matter
1950s >>McDonald's only sized fry: 2.4 oz, regular soda 6.5 oz
1972 >> The large fry introduced: 3.5 oz
1988 >> Super Size fry introduced, 6.2 oz and drink, 32oz
2001 >> Super Size supersizes: fry now 7 oz and drink 42oz
National Restaurant Association and The American Journal of Public Health
4.08.04 Jayplay
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