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.

About David Burn

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. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.