Andy Sullivan: Against the Grain

Fri, 02/23/2024 - 8:05am — Diane Dyer

Between 1979 and 1989, U. S. car travel increases by 30%. Cup holders are becoming standard in cars and that spoke to what was happening with food. Chicken king Colonel Harlan Sanders built his business on the road, often sleeping in his car overnight to deliver his sales pitch of 11 herbs and spices far and wide. In December 1980, the Colonel reaches the end of the highway. He leaves behind a global legacy with annual sales of $2 billion. Meanwhile, the nation is going crazy for chicken and other fast-food chains are catching on. In 1985, Americans start eating more chicken than pork. To keep in the fast lane, KFC must rev into gear. They hatch a surprising plan and create a sandwich called the chicken little. Engineered to be consumed behind the wheel, a whole new consumer highway opens. At only 39 cents each, they’re a big hit with consumers. They boost sales by 10%. But low price means low profit. KFC realizes they can make more money by staying focused on their chicken buckets. In the early 1990’s, despite being a popular item, the chicken little gets parked. Fans campaigned in 2012 to bring them back and the chicken little rides again. They remain on menus to this day.

The All-American all you can eat buffet is a Swedish import. It came to the states at the 1939 Worlds Fair. The buffet soon finds a spiritual home under Las Vegas neon. By the late ‘80’s, the overconsumption that made Las Vegas who they were had hijacked the entire decade. Wendy’s wanted to get in on the action. Wendy’s salad bar had been around since the late ‘70’s but in the decade of excess, they decided to roll the proverbial dice and double down. The Super Bar launches with 50 items from chili to fettucine alfredo, Spanish rice, refried beans and tortillas. The ability to create your own meal was perfect for a decade that lived large and taught us to ask for exactly what we wanted. The super bar offered us the choice we craved and all we could eat for a mere $3.49. Try getting that deal today! However, the super bar was a victim of its own success. Its unlimited seconds policy and the cost of keeping this vast feast of food fully stocked cost Wendy’s more money than it made. In 1998, after 20 years, the super bar closes down its sneeze guard forever.

Between 1980 and 1990, the number of people migrating from Mexico to the United States doubles. Over the decade, Mexico’s influence starts to be felt across U.S. culture. Founded by American entrepreneur Glen Bell, Taco Bell takes the quintessential street food snack from south of the border and transforms it for mainstream U.S. tastes. As the ‘80’s toll in, Taco Bell had become a familiar part of American life. But in 1988, due to an over-expanding fast-food market, their sales had nosedived. Needing to reinvent their image, they introduce a maverick plan. In 1989, Taco Bell drops the price of six popular menu items and launches its famous value meal. The value meal pays off big. Taco Bell gobbles up 70% of the Mexican fast-food market and profits jump 25%. It’s a call to arms and their competitors soon add their own value meals, starting a price-cutting war that continues to this day. Next week, we’ll dive into the second half of the fast food countdown. Below are links to my podcast, Blendertainment