Fast Food Nation - Eric Schlosser [173]
According to a publication called Tomart’s: Meredith Williams, Tomart’s Price Guide to McDonald’s Happy Meal Collectibles (Dayton, Ohio: Tomart Publications, 1995).
one of the most successful promotions: The story of McDonald’s Teenie Beanie Baby promotion can be found in Taylor, “The Beanie Factor.”
48 “We see this as a great opportunity”: Quoted in “McDonald’s Launches Second Animated Video in Series Starring Ronald McDonald,” press release, McDonald’s Corporation, January 21, 1999.
Ball told the Hollywood Reporter: See T. L. Stanley, Hollywood Reporter, May 26, 1998.
49 Some industry observers thought Disney: See Thomas R. King, “Mickey May Be the Big Winner in Disney-McDonal’s Alliance,” Wall Street Journal, May 24, 1996.
the McDonald’s Corporation had turned away offers: See Monci Jo Williams, “Mc-Donald’s Refuses to Plateau,” Fortune, November 12, 1984.
“A lot of people can’t get used to the fact”: Quoted in James Bates, “You Want First-Run Features with Those Fries?” Newsday, May 11, 1997.
51 gaining it just $37,500 a year: Cited in Eric Dexheimer, “Class Warfare,” Denver Westword, February 6, 1997.
For $12,000, a company got… Within a year, DeRose had nearly tripled: Ibid.
52 “Discover your own river of revenue”: Quoted in Molnar, “Sponsored Schools and Commercialized Classrooms,” p. 28.
“if it weren’t for the acute need for funds”: Quoted in Brian McTaggart, “Selling Our Schools,” Houston Chronicle, August 10, 1997.
53 “You’ve reached Grapevine-Colleyville”: Quoted in G. Chambers Williams III, “Fliers May Be Seeing Ads on Roofs of Grapevine-Colleyville Schools,” Fort Worth Star-Telegram, March 4, 1997.
Dan DeRose tells reporters: See “The Art of the Deal,” Food Management, February 1998.
“In Kansas City they were getting 67 cents a kid”: Quoted in Constance L. Hays, “Today’s Lesson: Soda Rights,” New York Times, May 21, 1999.
“There are critics to penicillin”: Quoted in Tracy Correa, “Campus Market: Corporate America Is Coming to Fresno-Area Schools with Ads That Target Children and Their Parents,” Fresno Bee, November 9, 1998.
Thus far, DeRose has been responsible for: Voice mail from Dan DeRose.
control 90.3 percent of the U.S. market: Cited in G. Pascal Zachary, “Let’s Play Oligopoly! Why Giants Like Having Other Giants Around,” Wall Street Journal, March 8, 1999.
53 about fifty-six gallons per person: Cited in Greg W. Prince, “The Year of Living Dangerously,” Beverage World, March 15, 2000.
Coca-Cola has set itself the goal: See Dean Foust, “Man on the Spot: Nowadays Things Go Tougher at Coke,” Business Week, May 3, 1999.
“Influencing elementary school students”: Kent Steinriede, “Sponsorship scorecard 1999,” Beverage Industry, January 1999.
54 “We at McDonald’s are thankful”: Quoted in Ernest Holsendorph, “Keeping McDonald’s Out in Front: ‘Gas’ Is No Problem; Chicken May Be Served,” New York Times, December 30, 1973.
McDonald’s sells more Coca-Cola: Cited in “Welcome to McDonald’s.”
about $4.25 a gallon: According to Business Week, Burger King annually pays Coke $170 million for 40 million gallons of syrup. That works out to a cost of about $4.25 a gallon — or 3.3 cents an ounce. It is safe to assume that McDonald’s, an even larger customer, buys its syrup at a price that is equivalent, if not lower. See Foust, “Man on the Spot.”
A medium Coke that sells for $1.29: The standard soft drink ratio is one part syrup to five parts carbonated water. A small Coke at McDonald’s contains about 2.6 ounces of syrup; a medium Coke, about 3.5 ounces. For the composition of soft drinks, see Lauren Curtis, “Pop Art,” Food Product Design, January 1998.
55 A 1997 study: Cited in Jacobson, “Liquid Candy,” p. 10.
“It’s our responsibility to make it clear”: Quoted in Martha Groves, “Serving Kids… Up to Marketers,” Los Angeles Times, July 14, 1999.
The principal said Cameron could have been suspended: See Frank Swoboda, “Pepsi Prank Fizzles at School