Photo: Dave77459, Flickr
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.)

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