Symbol for development
The cities Eric Schlosser chose to study are important because they also have a symbolic value. The cities he analyzed all developed rapidly over the course of a short period of time and can be considered as being the result of modernization and economic development. The cities are symbols for the new industrialized and highly developed society and they also portray the dangers such a rapid development has on the way people live and think about life in general.
Symbol for the American food industry
From the first chapter, Schlosser mentions McDonald as a symbol for the way the Americans eat and see food. McDonald is the first fast-food chain to expand to every state in the country and even worldwide and so it shaped the America’s view on food. They no longer had the patience to prepare the food but rather relied on the food prepared by others and available at all times. These types of foods however changed the population’s perception about what food should be like and how easily it should be available.
California as the birthplace of fast-food
A motif in the book is the idea that California was the birthplace of fast-food. The author notes that the majorities of the fast-food restaurant appeared in the area surrounding California and were concentrated into a few key cities and they later spread to the rest of the country as well. The idea that California is where fast-food started is not an idea accepted only by the author but by the society in general.
Californication
In the third chapter, Schlosser describes the way Colorado Springs was changed by the fast-food restaurants and other businesses that came flooding in the area. While someone people were happy for the change since it brought new jobs and opportunities, many were sad to see the area they knew all their lives change in a short period of time. The name somewhat jestingly given to these changes is Californication and it suggests that, in a symbolic way, the area became a place for debaucheries and compromise when it comes to businesses and the way they are run.
Franchises as a testing ground
Another motif found in the book is the idea that the main companies use franchises as testing grounds for new methods of preparing food or for testing weather it will be worth expanding to one city or another. By using this method, the company avoided suffering any type of loss because if the business did not succeed, the franchise was the one who suffered the loss and not the company.
