Packaging Innovation Conveniently Delivers Grease And Starch

A New York Times business writer looks at fast food product development, but finds manipulation of language instead:

Corporate jargon can sound austere when used to describe something like the Mashed Potato Bowl, a new menu item at the restaurant chain KFC.
KFC_bowl.jpg
To a fast-food gourmand, the product appears to be a simple, casserole-like mélange of puréed potatoes, corn, fried chicken and cheese, all smothered in brown gravy.
But to Patty Scheibmeir, a senior director for product innovation and development at KFC, the Mashed Potato Bowl is a “convenient meal solution,” a phrase that makes it sound more like a computer security patch than a stomach filler.

The article goes on to explain that KFC’s food is hard to eat on the go. Hence, the need for convenient meal solutions.

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Disc golfer. Fan of Kurt Vonnegut, community radio and wolves in the wild. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp.

  • http://multicultclassics.blogspot.com HighJive

    “It was difficult for customers to eat our food on the go,” Ms. Scheibmeir said.
    Based on KFC sales, the statement could have read, “It was difficult for customers to eat our food — period.”
    If the company truly sought a “convenient meal solution,” why not puree all the shit into a high-calorie smoothie and serve it in a cup? Yum!

  • D

    This is ludicrous, but it’s hardly original to fast food.
    After all, an “insightful blog” by any other name is just “somebody spouting off and posting formatted text online.”
    Ah, marketing …