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Gordon's Republic

The Big One

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'Fast Food Nation', I'm almost too squeamish to watch this one and I haven't eaten meat since 1989.

'Slacker' and 'Before Sunrise' director Richard Linklater's movie version of 'Fast Food Nation' is looking very good. It's from a script by Linklater and Eric Schlosser, who wrote the original book.

The burger company in the movie is called The Big One, but everyone knows who they are talking about.

If you haven't read it we've got a comment piece up on Brand Republic looking at how Mcdonald's is going to respond, the authors argue that a "kinder, gentler McDonald's" is emerging and one that is a lot more savvy about its brand, what it represents to customers and how far that allows it to stretch in its.

Okay, I'll believe that when I see it, but for a corporation that is more brand savvy it is really going to have to try harder than its panel of 'global celebrity' moms launched earlier this year. All nine of them.

And it really does need to do something a little more than this to throw off its low-paid and low-prospects McJob tag.

Published Aug 16 2006, 11:13 AM by Gordon Macmillan

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