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It's a tragicomic lament that hovers like a cartoon thought-bubble over the heads of many fast-food burger eaters these days: Why, oh why, does the Big Mac in my hand look almost nothing like the one pictured in the McDonald's ad?
If any conclusion can be drawn from a new Consumer Reports survey, it may be that customers are getting fed up with chains that tantalize with mouth-watering pictures of plump, juicy burgers perfectly trimmed with all the fixings only to deliver a pallid simulacrum in reality -- sad, gray little patties topped with a loveless smear of ketchup and sandwiched between two tasteless buns.
Because when you look at who fared worst in the survey of more than 28,000 Consumer Reports subscribers on their fast-food burger preferences, they seem to have one thing in common (other than, apparently, terrible burgers): outsized advertising budgets.
Consumer Reports asked participants to rate the burgers at 18 different chains on a classic 1-to-10 scale. With a miserable average score of 6.3, Burger King and Jack in the Box both tied, vying for second-to-last place. (Maybe that's a sign that Jack in the Box needs to pick a "CEO"/spokesman that doesn't have an oversized ping-pong ball for a head.)
And who ended up in last place? McDonald's. Guess it's safe to say that the folks at Consumer Reports, at least, aren't "lovin' it." "More greasy than beefy," is how they described the burgers at America's top-selling fast-food chain, going on to describe the bun as "airy and bland."
If you're looking for more proof of the apparently inverse relationship between the amount of money a chain spends trying to convince people that their burgers are good and actually serving up a good burger, then look no further than the survey's top three.
Fuddruckers came in second with an average score of 7.7, while Five Guys Burgers and Fries and In-N-Out tied for the top spot with an average score of 7.9.
The paradox, of course, is that McDonald's is serving more 5.3-rated burgers than ever, as the company (no doubt smugly) points out.
As a company rep told Crain's Chicago Business, "Today, we are serving more customer than we ever have," she said. "This is evident by our very positive business results."
| Burger King | |
|---|---|
| McDonald's | |
| Five Guys Burgers | |
| In-and-Out | |
| Jack in the Box | |
| Fuddruckers | |
| Wendy's | |
| Whataburger | |
| Carl's Jr. | |
| Sonic Drive-in |
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9-07-2010 @1:38PM Prefers Fatburger said... What this survey proves is that people do what's expedient rather than what's right. "Do I chuck a McCrappy down my gullet or drive around for something better?"
Of perhaps this says that good fries make even a McCrappy burger palatable?
And the only reason to eat a Whopper is if your dog needs to be blamed for something later.
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9-07-2010 @4:08PM mvuong said... Perfect combo would be an in and out burger with five guys fries well done. That's what I want, but I'm not sure of any location where that can happen.
9-08-2010 @9:22AM Steve said... The very best burgers in Louisiana are at Landry's Bar and Grill. Uh, that's at my house. Yep, homemade's best --- we only eat fast food because it's fast and it's food, and mostly it's just "fuel" to get through the day. They all pretty much su**. McDonald's does have good fries, though, I'll give them that. Otherwise, yuck .... all around .... on fast-food burgers. I'll give Sonic the nod, but only because they have great desserts......
9-08-2010 @11:16AM Teri said... People like to look down on McDonalds to seem elitist.
9-21-2010 @5:13AM Bob Witmer said... If you want a really good burger great fries, don't go to a chain burgerjoint. Instead, find a local, one-of-a-kind burger joint. For me that would be the Patty Shack in NW Grand Prairie, TX, on Ave. K at Watson Rd. Each burger is custom made to order - not on an assembly line. They have a selection of six types of burgers with a long list of mix-ins to choose from. They're so good, they'll make you want to slap your Mama! Plus, they have beer! And, after having a burger and want something a little stronger, go next-door to a funky liitle name, "The New Solutions." It's a nice, friendly place where you can have your favorite libation while your burger settles in.
9-08-2010 @8:23PM Catmoves said... I found it interesting that a guy named Best found the Worst. Wonder if he believes everything he reads?
9-08-2010 @3:54PM Jason said... I've never been to Five Guys, but I don't think Fuddruckers belongs on the list. It's not really fast food, and you assemble your own burger.
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9-08-2010 @7:11AM Bill Stehl said... There is only one way to judge a fast food burger....Naked. I mean the burger should be naked; no sauces or salads of any kind. A burger should be eaten according to it's original recipe..Plain on a toasted (inside) bun with a slice of raw fresh onion only. Dress with "ketchup" and dig in. If a burger can stand up alone then it's a good burger...if it needs thick gobs of fake cheese product,"special sauces", a cold razor thin slice of tomato with a wilted piece of lettuce to cover it's basic taste then someone is trying to hide something. Get a plain kids burger and you will know pretty much all you need to know about that chain.
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9-08-2010 @9:56AM Staley said... Ketchup is a disgusting flavor that would ruin any burger. I happen to like burgers with tomato, cheese, and onion (if I'm not going to be breathing on anyone afterward). Mustard, Ketchup, and pickles are strong flavors that cover up what a burger is supposed to taste like.
Re: the poll--Never had Carl's Jr or In & Out, never heard of Five Guys, McDonald's isn't very good. I like the rest OK though, but Jack in the Box and Sonic are my favorites.
9-08-2010 @7:22AM Sliders Forever said... White Castle...period! There's no tastier way to prepare ground beef that I'm aware of. Those little pieces of heaven are grrrrrrrrrrrrrrreat...!!!
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10-10-2010 @3:25PM Heather said... Yeah, they're great...until later when your stomach is all holy **** what are you doing to me.
I like BK, Wendy's and Sonic though BK totally wins on the fries. Wendy's has better burgers and Sonic reasonbly good burgers and awesome milkshakes.
9-08-2010 @7:30AM boiz said... Look at the results of the poll in this article. That shows what people really like.
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9-08-2010 @1:03PM anne said... That would be Five Guys. I eat maybe one fast food burger a year...so it had better be quality. My least favorite is tied at Steak & Shake...weird tasting beef and McDonalds...very greasy and I don't know if it is really beef. Also..McDonalds Chickenin the tenders is mystery meat...something all ground up to look like chicken. Scary. FIVE GUYS is quality beef and the fries are to die for!
9-08-2010 @7:51AM karen said... McDonald's is fine if you like eating sea weed.
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9-08-2010 @8:40AM mary said... Karen.....sea weed has been proven to have many healthy advantages. Maybe you should have used something else in your sarcastic comment. Or, do a little research before pretending to know what you're talking about!
9-08-2010 @7:42AM rod51 said... Of all the fast food burgers out there, not a one is like what you see on t.v. They are small,soggy and just plain terrible. The best burger, is the one you make at home.
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9-08-2010 @8:08AM snowmassey said... Most people are sheep. They would eat dog sh*t if enough money was spent advertising it
and it sponsered a NASCAR.
9-08-2010 @12:33PM heatonr6 said... thats all that needs to be said but you got to have bacon
9-08-2010 @7:56AM tom connors said... yes I hate when a fast food joint puts up a picture or shows a real good looking sandwich on the T.V. advertisement and when you get one it looks like a kindergartner put it together.... and looks nothing like the one on the poster that is hanging on the resturaunt wall.........you as a customer should give it back that is FALSE advertisement,,, the old bait and switch scam.....Arby's shows a roast beef stacked to the cieling in thier poster but when you get it unwrapped you say where is the BEEF....Happened to me. I went back to the counter and said this cost me $5.09. make it look like that one (pointing to the wall poster ) they said that is what it is... I said I want my money back...got a refund and left and told them I won't be back...........for $5.09 I can but 1 lb of ground chuck and buns at the store and make one hell of a burger at home...... screw these skimpy azz resturaunts.......
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9-08-2010 @10:06AM tracer said... Maybe you should just lock the front door and stay at home and not eat out. Or if the picture looks more appealing then order it and munch away. Remember you are not eating at some fancy joint that requires a suit or tux. Be glad its fast because that way they do not have enough time to sweat all over it making it purty fer ya.