By Arlin Wasserman / USA Today / June 18, 2003
More than just building on the success of salads and a ''menu that doesn't
repel,'' McDonald's is realizing that good food and good flavor may be more
important than low prices and big advertising budgets (''McDonald's lovin'
turnaround,'' Money, Thursday).
Across the country, food retailers are moving away from offering the
cheapest meals. Instead, they're working to attract new customers by
offering unique tastes. It's a return to the original role of restaurants:
providing cuisine and entertainment for a fair price.
Fast-food chains are focusing on fresher ingredients, prepared-to-order
foods and more flavor, as embodied by the success of McDonald's Chipotle
restaurants and the rapidly growing popularity of sandwich franchises that
use small-batch, artisan-bread production.
Some of our country's most innovative and nimble retailers have found a
different approach: become the exclusive purveyor of higher-quality
products. Last month, Whole Foods Market launched its line of Authentic Food
Artisan products, promising an intensity of flavor, personal attention to
quality and authentic taste. In a short time, shoppers at Target will find
Wholesome Harvest hamburgers and hotdogs, made by a consortium of small
organic farmers in Iowa.
For several years now, organic foods and ethnic foods have been the
fastest-growing segments in a rather stagnant food industry. Now that
McDonald's is raising the bar, we will see whether the leader in takeout
meals can deliver on great flavor.
Arlin Wasserman
Suttons Bay, Mich.
