"On the road again
Just can't wait to get on the road again
The life I love is makin' music with my friends
And I can't wait to get on the road again
On the road again
Goin' places that I've never been
Seein' things that I may never see again,
And I can't wait to get on the road again."(Lyrics provided by my main man, Willie Nelson)
This just about sums it up for me. Except that I hate the road. My friends are not musical and we've never attempted to make music (on the road or otherwise). And the places I keep I going to I actually have been to many times. And I keep seeing the same stuff (IE. Olive Garden, Super Target, McDonald's Toll Plaza, etc.) I anticipate that much to my dismay, I probably will see them again too. So yeah, I could probably wait to get on the road again. Beyond that, this song was pretty much written about me.
In a previous entry
http://notinbookershouse.blogspot.com/2008/07/mindless-thoughts-of-road-tripping-son.html,
I wrote about the absurdity of the Super Target store that I witnessed on one of my many Chicago to Toledo jaunts. I never thought anything would top the Super Target phenomenon. However being the devout guy that I am (that's devout as in devoted to providing inane ramblings, not devout in a Jehovah's Witness sort of away), I continue to push the envelope. And lo and behold, on the same stretch of I-90, 6 months removed from the Super Target finding, I had another jaw dropping experience.
I'll set the scene. It's your average gray-skied Indiana Friday afternoon. We get out of Chicago without any hiccups. Alexis (my 3 year old daughter) is in her car seat navigating her DVD player like she invented the technology. Kristyn (my wife) is in the backseat next to her navigating
her DVD player like it's 1996 and she's pissed off that she had to give up her VCR for this new device. I'm in the front seat listening to ESPN Radio. (I recognize that listening to ESPN Radio in and of itself is not cool. It gets worse. I'm not just listening to ESPN Radio, I actually downloaded several podcasts to listen to in the car. It gets worse. Most of these podcasts are fantasy football related. I was never the coolest guy to begin with, but whatever "cool" genes I did have clearly went down the drain of my shower sometime between 1999 and 2001. But I digress.) So as I'm listening to a combination of Matthew Berry discussing Terrell Owens' worth sans Tony Romo and Dora The Explorer discussing Tico the Squirrel's worth sans his goofy looking car, all while trying to fight off the urge to fall asleep and barrel into the highway median, I noticed it. At first it looked like any ordinary McDonald's. The red and yellow signage, the golden arches, the notification that they've served 20 trillion and counting (I don't impress easily, Ray Kroc). This wasn't just any McDonald's though. This was
MCDONALD'S EXPRESS!?!?
Now correct me if I'm wrong, but didn't McDonald's build it's empire by serving....
fast food? In fact, I'm pretty sure the term "fast food" stemmed from McDonald's. So wouldn't the term "Express" be inherently implied? Calling it "McDonald's Express" is like saying "Smart Genius, Rich Billionaire or Tall Giant". The name is redundant. So that being said, I ask myself this question--if they are going to take the liberty of calling it "McDonald's Express" (versus the standard, "McDonald's"), are they implying that this version is somehow faster than the undisputed King of Fast Food?
Before we answer that, let's take a moment to recognize just how fast your average McDonald's is. Let's say I'm a husband and father driving my family from say...Chicago to Toledo. Traffic is awful, weather is bad and to compound things we are hungry. Restaurant choices are limited so we decide to stop at McDonald's (since they strategically have at least one at every highway exit on the planet). We walk in, we don't know what we want and there is a line. Even given these challenging circumstances, we're able to be at our table with our full meal in front of us in less than 4 minutes. We're able to have indigestion in 7 minutes. That's fast, baby! We're talking Carl Lewis fast. These guys are known for inventing "fast food" for a reason and it's clear they've perfected their craft in their 60+ years in business. So again I pose the question, how have they improved their speed so much at this one given location that it warrants the name, "McDonald's Express"?
After much pontification, here are some potential answers that I've come up with:
1) Orders can be placed telepathically. For the last 20+ years, McDonald's has been pouring money into research and development. They've been using this investment to breed highly evolved employees that will redefine the entire food service industry. Not only are these highly evolved beings thrilled to be working at McDonald's Express and making minimum wage, they are each trained to make over 75 Big Mac's per minute and can fry perfect french fries using heat vision (sort of like Superman melting a glacier).
So picture a heavy set truck driver cruising down I90-W from Ohio. It's the middle of the night and he has to get his delivery to Wisconsin by sun up. He is hungry, but doesn't have much time to stop. He sees a McDonald's Express billboard. He thinks to himself, I could go for a large coffee, a couple of Quarter Pounders, some fries, maybe one of those apple pies. As soon as he thinks it our evolved staff begins processing his order. And moments later, as our bleary eyed truck driver opens the door to the restaurant, but before he even steps inside, he's pelted with his order which is shot out of one of those novelty t-shirts guns that they use at NBA games to get souvenirs to fans sitting in the third deck. It would literally be like the last scene of "Butch Cassidy and The Sundance Kid" where Butch and Sundance get shot up by the entire Bolivian Army. If we can ignore the downside of this guy getting scolded by hot coffee that was traveling at an incredibly high speed, this system would undoubtedly put the "Express" in McDonald's Express. And it's not like McDonald's doesn't have experience defending this type of lawsuit.
2) The food comes in pill form. How nice would this be? You go up to the counter, tell the attendant that you'd like a six piece nugget, a McRib sandwich and a medium fry. You give her the money, she hands you 3 pills, you pop them in your mouth, take a slug of Sprite and you're good to go until your next meal. These pills are filling just like consuming a regular meal and you get all the wonderful side effects that you'd get from eating at McDonald's (IE. sluggishness, indigestion, diarrhea, etc.)
3) But what if I don't like swallowing pills? Oh, I've got you covered elementary school reader. McDonald's Express also offers their meals in the form of an injection that is loaded with cholesterol, fat, taste and calories.
4) McDonald's Express is a giant vending machine. As long as you remember your quarters, you can walk in, avoid human interaction, and have a tasty Filet O' Fish sandwich and a large fountain drink within mere seconds.
SIDENOTE (as always I have to go off on at least one idiotic tangent per post): Now a word on Filet O'Fish. I'm not sure this is what it's actually called, but if it's not it should be and if it is, I like it. The name would pass as an Irish Sandwich. Tom O'Brien will have a Filet O'Fish before he heads up to O'Sullivans for a pint of Guiness, some soda bread and a sack of potatoes. (Did I just stereotype the Irish? Those guys can clearly kick my ass and WILL (damn it, I did it again). I just can't help putting my foot in my mouth. I will now subconsciously mention that they're good drinkers (DAMN IT)). I'm sorry Irish readers--that was meant in good fun. Feel free to ask to see my horns or comment on my big nose at our next face to face meeting.
Now a second word on Filet O'Fish. Our babysitter often has my wife or I do McDonald's runs. Her standard order is a large chocolate shake and a double fish sandwich (she's not Irish, apparently). Double fish sandwich might be a menu item at her local McDonald's, but they've never heard of it at the McDonald's by my place. Needless to say, hilarity ensues when I go through the drive through and attempt to order this. First the order taker has to tell me that they don't sell this item. At this point, I ask if they can make it special for me. They tell me, yes, but they'll have to charge me for 2 fish sandwiches. I accept these terms. The next step is to pull around to pay for and receive my food. You should see the look of horror the window girl gives me as I accept my double fish sandwich. I normally compound the problem by attempting to explain to her that the sandwich isn't for me. I always leave with the feeling that I was unconvincing (note to self: the correct move is to just quickly drive away in shame).
Now a third and final word on Filet O'Fish. You're ordering fish? From McDonald's? Really? Really??? Best of luck with that....
5) The chef is a robot. You don't hear as much about robots as you used to. Remember back in the 80's? Is it me, or was public opinion back then that robots would pretty much be running things by the year 2000? But here we are in the year 2008 and you don't hear a damn thing about robots. Maybe McDonald's Express has changed all that and will bring the robot back to prominence and fulfill its destiny.
So to conclude, unless McDonald's Express has executed one of the five theories that I have just laid out, I will continue to question the ridiculous use of this name. While I'm skeptical that they've implemented any of these concepts, who am I to question the immortal Ray Kroc (a fine Irishman, no doubt).
Labels: POSTED BY BRADLEY M. KAPLAN