Alandea Waidler. Case 10 A Monument to Decadence: Introducing Hardee s Monster Thickburger. March 13, 2012

Transcription

1 Alandea Waidler Case 10 A Monument to Decadence: Introducing Hardee s Monster Thickburger March 13, 2012

2 2 One of the biggest health concerns in America over the past few decades has been the rising percentage of obesity among individuals of all ages. The increasing waist sizes of Americans has become such a severe health crisis that it is called the obesity epidemic (Griffin, 2002). Obesity is associated with deadly illnesses such as heart disease and cancer, and has been linked with an increase in diabetes (Griffin, 2002). Research has found that the obesity epidemic has stemmed from Americans eating too much and getting too little physical activity (Griffin, 2002). The decrease in physical activity has a lot to do with the ever-evolving technology that Americans have become so accustomed to. The fast food industry is an industry that has profited from this development of technology and plays a key role in the increase in calories and decrease in physical activity. Most fast food chains offer items high in fat, sodium and calories that consumers can get without even getting out of their cars. Studies have shown that the four main reasons fast food is linked with obesity are ingredients, portion sizes, cost, and convenience (Griffin, 2002). Over the years, several fast food chains have come up with some outrageously fatty items that have made health experts cringe. In 2004, one company in particular stirred up quite a controversy when it introduced its 2/3 lb. burger containing two 1/3 lb. beef patties, four strips of bacon, three slices of American cheese, and mayonnaise on a buttered sesame seed bun Hardee s (The Hardee s Story, 2012). Hardee s is one of the most well-known and successful fast food chains in America. The first Hardee s opened in Greenville, North Carolina in 1960 (The Hardee s Story, 2012). In 1965, founder Wilber Hardee owned his first franchise (The Hardee s Story, 2012). Ever since the fast-food chain first opened, it has become a favorite among

3 3 consumers throughout the Midwestern and Southeastern United States (The Hardee s Story, 2012). During the 1990 s, Hardee s introduced its hearty Thickburger line, which marked the beginning of what the company called The Revolution (The Hardee s Story, 2012). At the time of the line s introduction, Hardee s made sure to let the public and consumers know that the groundbreaking Thickburgers were all made with 100% Black Angus beef and the freshest, most quality ingredients (The Hardee s Story, 2012). This new line of big, juicy, tasty burgers helped skyrocket Hardee s to the top of the fast food industry. In 2004, the king of all Thickburgers was introduced the Monster Thickburger. The launch of the Monster Thickburger created a national controversy and produced headlines such as Audacity on a Bun (The Hardee s Story, 2012). The Monster Thickburger, with fries and a soda included, adds up to more calories and fat than most people should get in a day (Hardee s Hails, 2004). At the time the Monster Thickburger was introduced by Hardee s, other fast food chains such as McDonalds were striving to win over health-conscious consumers with lighter menu options with fewer calories, such as salads and fruit items (Hardee s Hails, 2004). Michael Jacobson, the executive director of The Center for Science in the Public Interest, calls Hardee s line of Thickburgers food porn (Hardee s Hails, 2004). Hardee s seems not only oblivious to America s obesity epidemic, but also to the trend toward healthier fast food, says Jacobson (Hardee s Hails, 2004). Jacobson also notes that one Monster Thickburger contains twice the recommended daily allowance of saturated fat and almost a full day s worth of sodium (Hardee s Hails, 2004).

4 4 However, Hardee s is not oblivious to dietary trends. They offer at least three low-carb items including a low-carb Thickburger (Vice, 2004). The Monster Thickburger just happens to not be one of those low-carb or low-calorie options. While it receives much criticism, the Monster Thickburger has many positive qualities that help make it a burger that consumers enjoy. The Monster Thickburger is unique. Its enormous size and hearty ingredients give it novelty. Television shows such as Man vs. Food and Diners, Drive-ins and Dives could help generate great publicity by airing an episode featuring the Monster Thickburger. If audiences see the celebrity hosts endorsing the burger and enjoying it, they will want to try it. The Monster Thickburger is tasty. Hardee s began with a mission to make juicy, delicious burgers and continues to do so today. The Monster Thickburger is decadent and filling. It offers sit-down restaurant quality for a fraction of the price. It is especially great because it offers a full gourmet meal for busy people on the go. While many American consumers today are health-conscious and worry about eating right and staying fit, sometimes, it is nice to eat something that just tastes really good. The Monster Thickburger also provides consumers with the opportunity to bond with family and friends because they can share the burger if they do not wish to eat the entire thing alone. This is an especially great aspect if consumers still want to experience same great taste, while eating only half the calories. While there are many Americans trying to slim down, there are also those trying to bulk up. The Monster Thickburger contains a lot of carbs and is high in protein. The carbohydrates and protein from the Monster Thickburger are two great sources of energy.

5 5 When combined with a healthy balance of other foods and exercise, the carbs and protein can help anyone trying to get bigger do just that. To counteract the inevitable negative publicity from health-conscious experts and organizations, Hardee s should make sure to list calories on the menu board and have nutrition facts available in restaurants and on the web site. Hardee s should make it clear that it is not hiding anything, but simply emphasizing the good qualities of the Monster Thickburger that no other burger on the market offers novelty, gourmet taste at an affordable price, and fulfillment. Making the calorie count and nutrition facts available to the public will allow consumers to be aware of what ingredients they are putting into their bodies. It is also crucial to point out the fact that there are other well-known fast food chains that carry burgers with just as many or even more calories. For example, a bacon cheeseburger with the works from Five Guys Burgers and Fries rivals the amount of calories of the Monster Thickburger (Nutritional Information, 2011). When a soda and regular fries are added, the meal adds up to about 2,000 calories. Yet Five Guys does not receive the same type of harsh criticism that Hardee s does for its Monster Thickburger. Instead, Five Guys is praised for offering affordable, high-quality food. Hardee s Monster Thickburger is actually offered at a lower price than Five Guys, and tastes just as delicious. Consumers should also consider the fact that just because the classic Monster Thickburger contains 1,410 calories, it does not mean that all of those calories must be eaten. Consumers have the option to ask for less condiments and toppings to lower the fat content if consuming too much fat is a concern.

6 6 There is no denying that one Hardee s Monster Thickburger contains almost half the recommended amount of daily calories for many people. Like any other fast food item, the burger has the potential to negatively affect one s health when eaten too much. However, in moderation, consumers can fit the Monster Thickburger in their daily diets by simply consuming fewer calories from other foods, especially foods high in fat and sodium. Ultimately, it is the individual s job, not the fast food chain s, to be in control of his or her health. When enjoyed responsibly, Hardee s Monster Thickburger can be a delightful, satisfying meal that is high in protein and flavor!

7 7 References Griffin, R. M. "Obesity Epidemic "Astronomical"" Webmd.com. WebMD, LLC., Web. "Hardee's Hails Burger as 'Monument to Decadence'" USAToday.com. USA Today/Associated Press, Web. Nutritional Information. Five Guys Burgers and Fries. Five Guys Holdins, Web. "The Hardee's Story." Hardee's. Hardee's Food Systems, Inc., Web. Vice. "Hardee s Serves up 1,420-calorie Burger." Msnbc.com. Msnbc Digital Network, Nov Web.