Today, several fast food operations—from Sonic to Chipotle–are trying to introduce alcoholic beverages because:
Fast Food CEOs seem to believe that Americans are increasingly interested in having a dining experience—not just a meal on the run—when they eat out, and this often includes the addition of alcohol.
So apparently we now no longer see fast food as, well, fast food—it has become a “dining experience”. What in the past was done solely for convenience becomes so familiar it acquires intrinsic value and so we now think sitting in a plastic booth eating mystery meat slathered with condiments sipping wine from a plastic cup is a “dining experience”.
It would really be a good thing if we stopped allowing CEO’s to define our “experience”