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.
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.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. “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!

  2. 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 …