The sanctity of fast food norms are under threat! Residents in Shanghai, Beijing, Shenzhen and Guangzhou now have the option of getting a hot dog and a small coffee for the appetizing price of 10RMB during breakfast at McDonald’s. Finally, a hot morning wiener to go with our little cup of McD’s coffee! What took them so long?
Has a line in the branding sand been crossed? We didn’t raise a peep when munching on our cheese-smothered escargots at Pizza Hut, nor when they started serving congee at KFC.
But is there a decency limit for the re-contextualizing of certain brands? Is no one going to say enough is enough, when even Buicks can pass themselves off as a car people actually want to drive? You’re playing with our established cultural orientation, multinationals!
Then again, a little miracle like Oreo wafers will come along every once in a while. We’ll have to get back to you about this Mickey D’s breakfast hot dog travesty at a future date. To be continued!