Professional Documents
Culture Documents
Kontakt:
RamonaStumpe@googlemail.com
-1-
Ramona Stumpe
Table of contents
I.
Introduction.....3
II.
III.
Experiment...........8-9
IV.
Health effects....10
1. ``Supersize Me``.. 10-11
2. Other health aspects.......11
V.
VI.
VII.
References....16-18
VIII.
Attachment...19-21
IX.
Declaration of Authorship.....22
-2-
Ramona Stumpe
I.
Introduction
When you think of fast food, what is the first thing that comes into your mind? Probably
it is McDonalds.
Even in a small town you can find such a restaurant. It is very easy to get there, because
of its central location. You do not have to wait long for your food. You can eat fast and
disappear immediately. Or, even easier, you can use the drive thru, where you get your
food directly in your car.
All this seems to be a very good idea in a society, in which the golden rule is: Time Is
Money1. Every day, 64 million customers visit one of the 32.737 McDonalds
restaurants in one of the 117 countries (Effective year-end 2010). 2
This success story started with Dick and Mac McDonald in California. They opened a
Bar-B-Que in 1940. Eight years later, they shut down this restaurant for three months
and reopened the first McDonalds, where you could get hamburgers, cheeseburgers,
etc. In 1954 Ray Kroc, a 52 year-old Multimixer salesman, visited McDonalds to make
business with the brothers. He was fascinated by the idea and in 1955 he opened his first
McDonalds in Illinois. Ten years later, there were more than 700 restaurants in the
Unites States .The concept went international in 1967, when McDonalds restaurants
opened in Canada and Puerto Rico. Ray Kroc died in 1984 but that did not affect the
group McDonalds.3 Since then, there have been many innovations and now McDonalds
is the biggest fast food chain in the world and an icon of globalization. It is part of our
world and a symbol for ``The American Way of Life``
But where there is light, there is also shadow and whether McDonalds use fair and
legal means is a question that nearly nobody asks oneself. McDonald's is the epitome
of capitalism - a success story of shabby business practices [...] a morally corrupt
organization that is not doing anything illegal, says a reporter from the Time
Magazine4.
What is really behind McDonalds? Does it destroy our food cultures? What does it do to
us, our society and the environment? What is the difference between a bone gnawing
subhuman of the Stone Age and us with our finger food?
This is what I am trying to find out.
1
-3-
Ramona Stumpe
``Meats``
http://www.mcdonalds.com/us/en/food/food_quality/see_what_we_are_made_of/your_questions_an
swered/meats.html
6
Siegfried Pater, Zum Beispiel McDonalds, Gttingen 2003, p.71
7
Ibdb.
8
``Greenpeace- Erfolg zum Schutz des Amazonas``
http://www.greenpeace.de/themen/waelder/nachrichten/artikel/greenpeace_erfolg_zum_schutz_des_
amazonas/ansicht/bild/
9
Cf. Zum Beispiel McDonalds, p. 72
10
``Is your meat real or fake?``, cf. footnote 1
-4-
Ramona Stumpe
comments on the internet which say something else. And what about the chicken? It is
only known, that groups like Tyson Foods, Keystone Foods and Lopez Foods handle the
meat for McDonalds restaurants11 and they do not give any information what kind of
meat they use, where it comes from and if they use additives.
11
-5-
Ramona Stumpe
This is not just a problem of McDonalds meat, but the company is the largest purchaser
of meat in the world and is also guilty.
17
-6-
Ramona Stumpe
24
-7-
Ramona Stumpe
III. Experiment
My idea was, to buy a burger and just let it stand without touching it for some weeks.
Thereby you could prove that there are preservatives or other contents in it. I bought a
burger from McDonalds and roasted one by myself.
On the Internet, there are many similar experiments which have started a big discussion
about the food of McDonald`s restaurants in America, but I wanted to see by myself
what would happen. In the attachment you find four pictures, one for every week.
My forecast was that the burger from McDonalds gets hard but nothing else. I also
thought that the burger I roasted would go mouldy. When I saw the burgers side by side
I rejected this theory because they looked so similar that I had problems to figure out
which the burger was I had roasted. Maybe the products I used and the products
McDonalds uses are made by the same food company? But I found out that they do not
use the same supplier and I could not find any clues that Kamps (McDonalds) and
Euco (Edeka) work together. For what reason the burgers are so similar is something I
cannot answer.
The result of my experiment is very interesting. The fact that the buns are hard is
normal, because they have gotten very dry. But the meat is hard, too. You can see
differences (see attachment). You can see dried fat on the burger I roasted. Otherwise it
looks quite fresh. The McDonalds burger is cracked and you can look through the
burger because of a gap. It is for sure that the burger cannot be eaten anymore
I thought of what the result means to me. Both burgers did not go mouldy and I cannot
imagine that this is very healthy for us. Concerning the result I can say that I am
relieved that not only the McDonalds burger got dry. Maybe I should have made an
absolute Bio-burger with meat from a farmer and self-made buns, because for this
experiment I used prefabricated products, and then the result might be different. The
only thing that scares me is the difference between the meat. Is this the evidence for the
findings in chapter II saying that the meat has no high quality?
A trainee of a meat production company confirms this accusation. She says that low
quality meat is used for McDonalds products28.
McDonalds made the statement that if food is/ or becomes dry enough, it wont grow
mold or any bacteria``29. In some cases that might be the explanation, but my burgers
28
Interview with a trainee of a meat production company, who wants to remain anonymous, 28.02.2012
``Happy Meal stays forever young, video,
http://eatocracy.cnn.com/2010/10/15/happy-meal-stays-forever-young/
29
-8-
Ramona Stumpe
stood in the storeroom where the heating is never on and the window is open so there is
fresh air, and in winter the air is not dry.
I asked many organizations what this result means for us. Susanne Sachs, dietitian of
the consumer advice centre in Hessen, says that this result is not saying that there are
preservatives in the burgers. She thinks that the humidity was too low and that some
salts can preserve the meat.30
So we do not really know who is right and who tells the truth. What are the fixings of a
McDonalds burger? When there is something in it like preservatives, is it illegal that
McDonalds do not mention it? What does it mean to our health?
30
-9-
Ramona Stumpe
31
32
- 10 -
Ramona Stumpe
diseases which are connected with obesity costs one million dollar every year``.
Dangerous consequences are cancer and diabetes- diseases of our society.
33
33
- 11 -
Ramona Stumpe
- 12 -
Ramona Stumpe
2. Destruction of cultures
Some time ago I saw a painting made by a student which read ``Eating All Over The
World`` and below you see the golden McDonalds arches. I thought about it and I
came to the result that the student is really right. As I said in the introduction, there are
32.737 McDonalds restaurants in 117 countries. In every city you can find one. If you
eat a Big Mc here or in America or France it does not matter because of the
predictability. It tastes the same everywhere. When young people take a vacation for
example in Italy, they will often eat at McDonalds although Italy stands for pizza and
pasta. That has a simple reason. You know what you get.
So McDonalds seems to destroy our food culture. But it also influences our culture in
general. Whether you drive to Paris or to Berlin makes no difference because
everywhere you go you find the same shops and fast food restaurants.40 You can only
recognize the cities at their sights. It is indifferent where you go because everything is
equal. You cannot get the feeling of a different culture.
3. Manipulation of children
McDonalds seems to be a family-friendly restaurant. There are Happy Meals,
playgrounds and the friendly clown named Ronald McDonald. But like every concern,
this is a plan to make more profit. In the chapter ``fast food society`` I said that kids
grow up with McDonalds. When they get older they remember things like the
playground and they connect the fast food restaurant with something good. Siegfried
Pater says in his book the clown Ronald McDonald is forbidden in Sweden because of
the ideology of eating and consuming as problem solver and because of the
``objections in principle against child manipulation on a grand scale``41.
Ronald McDonald is an advertising strategy which educates the kids to become a
customer. You can find him in schools and kindergartens, where he shows the kids
things like ``road safety``, ``safety at home`` and ``environmental protection``. All this
is- of course- advertising-free. But nobody can say that the kids do not remember the
McDonalds logogram on the clothes of the clown. Moreover, a walk through the city,
the gifts the kids get and the commercials help that they do not forget the restaurant42.
Everywhere is the clown, whether on family festivals, funfairs or on playground
openings and it serves the merchandise to kids.
40
- 13 -
Ramona Stumpe
4. Effects on environment
The new strategy of McDonalds is that they want to become green`` and to save the
environment43. Sure, McDonalds is not primary guilty for the destroying of the
environment, but they get their products from suppliers who are guilty and McDonalds
knows that. They have the chance to get the products from other suppliers who are not
destroying our world.
The effects on the environment are for example that McDonalds USA gets their meat
from South America, where the jungles get cut down for a place for the cows.44 Many
animal-, insects- and plant species will be exterminated. Moreover, you need ten
kilogram of cereal to produce one kilo of meat, which is very wasteful. And for the
production of one kilo meat you need 15.000 liter of water. For one kilo of cereal you
need just 1.500 liter45. And the animals need fodder. In Europe the animals of the fast
food concerns get fodder from Brasilia. In the book ``For example McDonalds`` it is
said, that one fifths of the fields in Brasilia is occupied with Soya.46 30 years ago soya
was not conversant there.47 Brasilia has to produce more products for the export to get
foreign exchanges for the purchase of technologies48. So the people in the third world
have to hunger and the little farmers get dispersed, only to give the people in the
western world cheap food.
Besides the waste of animals and food, one other important resource gets destroyed. The
packaging material of the burger is- according to McDonalds- recycled. London
Greenpeace warns against this lie. Just a little part of the paper is recycled and 2000
square kilometer forest is needed to ``sate the paper hunger of the company``.49
43
- 14 -
Ramona Stumpe
- 15 -
Ramona Stumpe
VII. References
Books:
Siegfried Pater: Zum Beispiel McDonalds, LAMUV Verlag; Gttingen 2000
George Ritzer: Die McDonaldisierung der Gesellschaft (4., vllig neue Auflage),
translated by Sebastian Vogel, UVK Verlagsgesellschaft mbH, Konstanz 2006
Jeanne Moos, Happy Meal stays forever young, 15.10.2010, CNN New York,
(29.02.2012), http://eatocracy.cnn.com/2010/10/15/happy-meal-stays-forever-young/
Jrg Rohleder und Joachim Hirzel: Die McDonalds-Story,, 29.05.2006, from FOCUS
Magazine, edition 22 in 2006, focus.de, (08.02.2012),
http://www.focus.de/finanzen/news/fast-food-die-mcdonalds-story_aid_213071.html
- 16 -
Ramona Stumpe
Picture:
No McDo World Map, August 2011, (26.02.2012),
(http://riendenouveausouslesoleil.files.wordpress.com/2011/08/no-mcdo-world-map.jpg
Official Websites:
``Meats``, ``Is your meat real or fake?``, ``Do you use American meat?``,
McDonalds.com, (06.02.2012),
http://www.mcdonalds.com/us/en/food/food_quality/see_what_we_are_made_of/your_
questions_answered/meats.html
Max Boas & Steve Chain: Big Mac The unauthorized story of McDonalds, 1977,
(01.02.2012), http://www.mcspotlight.org/media/books/boas.html
- 17 -
Ramona Stumpe
Adipositas Hintergrnde und Ursachen Die Gefahren wurden erkannt, zentrum-dergesundheit.de, (04.03.2012),
http://www.zentrum-der-gesundheit.de/adipositas.html
Interviews:
Doctor Robbers, interviewed at 23.02.2012, Melle
Trainee
28.02.2012
Susanne Sachs, consumer advice centre Hessen, via email, interviewed at 06.03.2012
Other Sources:
McDonalds Corporation Annual Report 2010,
Download: http://www.aboutmcdonalds.com/mcd/investors/annual_reports.html
- 18 -
Ramona Stumpe
VIII. Attachment
Pictures from the experiment:
Week 1
Week 2
Week 3
Week 4
- 19 -
Ramona Stumpe
- 20 -
Ramona Stumpe
Ingredients
- 21 -
Ramona Stumpe
I hereby declare
- That I have written this thesis without any help from others and without the use of
documents and aids other than those stated above
- That I have mentioned all used sources and that I have cited them correctly according
to established academic citation rules
- 22 -