The Existential Reality Of Tofu McNuggets

In Japan, McDonald’s is introducing Tofu McNuggets: a mixture of fish, tofu, onions, edamame, carrots, and soy beans that is deep-fried and served with a ginger sauce.

I mention this not to comment on the gastronomic merit of Tofu McNuggets. I haven’t tried them, but I don’t need to taste them to know that they sound god awful.

Instead, I note this development only to point out the absurdity of modern corporate branding, and how it has become completely unmoored from roots or reality. Long ago, McDonald’s was a local hamburger joint. Then it grew into a chain. Then it became a franchise with outlets from sea to shining sea. Then someone at McDonald’s decided that the “Mc” in the original name had branding value, and the Big Mac and McRib and other annoyingly named menu items were born. Then the “Mc” branding was applied to new menu items like chicken, in the form of Chicken McNuggets. Even though the chicken was flavorless and crappy, the Mcbrand apparently had value — and Tofu McNuggets sold in Tokyo are the inevitable result.  It won’t end there, either.

And so, a little business that once probably made and sold pretty good hamburgers to locals became a mega business that sells awful-sounding fried tofu in Japan, using the same brand that means . . . what?  Everything, and nothing. In their own appalling way, Tofu McNuggets tell us something essential about our world.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s