Why do McDonald's burgers look different from their ads? - WCAX.COM Local Vermont News, Weather and Sports-

Why do McDonald's burgers look different from their advertisements?

Updated: June 20, 2012 10:23 AM EDT
A typical burger made in the fast food joint is made, well, fast, while the model takes much longer to perfect. (Image courtesy of Digital Trends) A typical burger made in the fast food joint is made, well, fast, while the model takes much longer to perfect. (Image courtesy of Digital Trends)


By Natt Garun
Provided by

In an interesting marketing campaign, a McDonald's representative answers a fan favorite question: Why do their advertisements make McDonald's food look better than it actually is? Director of Marketing Hope Bagozzi of McDonald's Canada takes you behind the scenes of an ad photoshoot to show the reasons and differences.

Bagozzi starts by visiting a local McD chain to order a Quarter Pounder to illustrate what customers are used to seeing: a hamburger that's generally flatter and pressed together than what you'd find in an ad. She then heads over to the photoshoot studio where a "food stylist" preps today's model. The crew explains that a typical burger made in the fast food joint is made, well, fast, while the model takes much longer to perfect. However, all the ingredients, such as the bun, patty, mustard, ketchup, pickles, and onions remain the same.

During the shoot, the burger is also not pre-stacked. Instead, the crew stacks each piece one by one, slightly reclining each layer back as they head toward the top. On a side angle, you can see how the top bun is mostly pushed back (and even held up by another piece of bread). According to McDonald's, this is to show every ingredient a customer should expect to get when they buy the product. In reality, everything is stacked on top of each other so you can't necessarily tell there are onions and pickles in between. After the photoshoot, the selected picture is then retouched to look even more enticing by saturating the colors and removing cracks in the burger buns.

Since the burgers generally come in a paper box when you order them, Bagozzi also says that a steam effect deflates the initial volume of the buns, making the real product look squashed. It's a smart campaign and rationale by McDonald's to address a popular fan question, which simplifies that advertisements and product deliveries have different purposes. Jason Kottke of Kottke.org explains it best: "[T]he burger at the restaurant is optimized for eating and the photo burger is optimized for looking delicious."

We're thankful at least the ads use the same ingredients instead of replacing them with shoe polish and hairspray to bring life to a sloppy piece of burger. Or do they? Watch the video of Bagozzi answering the infamous fan question below and tell us what you think.

In Case You Missed It:

- How about a frozen beer foam to go with that pint?
- Burritobot asks: Would you eat a burrito made by a 3D printer?
- Networked clothes hangers show how much an outfit is Facebook Liked
- Social media sites redesigned as sneakers are surprisingly fashionable

This article was originally posted on Digital Trends
Content provided by
INFORMATIONAL DISCLAIMER The information contained on or provided through this site is intended for general consumer understanding and education only and is not intended to be and is not a substitute for professional financial or accounting advice. Always seek the advice of your accountant or other qualified personal finance advisor for answers to any related questions you may have. Use of this site and any information contained on or provided through this site is at your own risk and any information contained on or provided through this site is provided on an "as is" basis without any representations or warranties.
  • Local NewsMore>>

  • Police investigate Hinesburg woman shot by male relative

    Police investigate Hinesburg woman shot by male relative

    Thursday, April 24 2014 10:08 PM EDT2014-04-25 02:08:02 GMT
    Vermont State Police and Hinesburg police were on the scene at a shooting in Hinesburg at 8:45 p.m. Thursday night.Officials say a 71-year-old man shot a female relative. She was shot in the hand and chest and taken to Fletcher Allen Health Care where she is currently in stable condition.The man is in custody and police say there is currently no motive for the shooting and that there were no prior issues with the relatives.Police are currently still investigating the shooting.More >>
    Vermont State Police and Hinesburg police were on the scene at a shooting in Hinesburg at 8:45 p.m. Thursday night.Officials say a 71-year-old man shot a female relative. She was shot in the hand and chest and taken to Fletcher Allen Health Care where she is currently in stable condition.The man is in custody and police say there is currently no motive for the shooting and that there were no prior issues with the relatives.Police are currently still investigating the shooting.More >>
  • Robber hits the same bank twice?

    Robber hits the same bank twice?

    Thursday, April 24 2014 7:01 PM EDT2014-04-24 23:01:18 GMT
    A security guard and bank manager at the People's United in St. Albans held a would-be robber until police arrived. And investigators think he is the same man who robbed the bank Monday.More >>
    A security guard and bank manager at the People's United in St. Albans held a would-be robber until police arrived. And investigators think he is the same man who robbed the bank Monday.More >>
  • Man shot by Vt. cop faces charges

    Man shot by Vt. cop faces charges

    Thursday, April 24 2014 7:31 PM EDT2014-04-24 23:31:24 GMT
    A man shot by an officer inside the Bennington police station faces charges of aggravated assault with a deadly weapon.More >>
    A man shot by an officer inside the Bennington police station faces charges of aggravated assault with a deadly weapon.More >>
  • Man charged in Vt. teacher killing wants confession tossed

    Man charged in Vt. teacher killing wants confession tossed

    Thursday, April 24 2014 2:29 PM EDT2014-04-24 18:29:39 GMT
    A Vermont man charged with killing a popular St. Johnsbury teacher is asking a judge to exclude from his upcoming trial a detailed confession he gave to police investigators.More >>
    A Vermont man charged with killing a popular St. Johnsbury teacher is asking a judge to exclude from his upcoming trial a detailed confession he gave to police investigators.More >>
  • 2 Vermont men charged in guns and drug case

    2 Vermont men charged in guns and drug case

    Thursday, April 24 2014 2:13 PM EDT2014-04-24 18:13:57 GMT
    Two Vermont men are facing federal charges stemming from the left of firearms from a Hardwick gun store and the trading of some of those guns for drugs.More >>
    Two Vermont men are facing federal charges stemming from the left of firearms from a Hardwick gun store and the trading of some of those guns for drugs.More >>
  • Drug bust in Burlington's Old North End

    Drug bust in Burlington's Old North End

    Thursday, April 24 2014 6:18 PM EDT2014-04-24 22:18:27 GMT
    Police made a drug bust Wednesday night in Burlington's Old North End.More >>
    Police made a drug bust Wednesday night in Burlington's Old North End.More >>
  • Maine wire fraud trial of Vt. man set to conclude Friday

    Maine wire fraud trial of Vt. man set to conclude Friday

    Thursday, April 24 2014 5:49 PM EDT2014-04-24 21:49:11 GMT
    The wire fraud trial of a Vermont man convicted for the 2010 explosion that killed two workers at a New Hampshire gunpowder plant is nearing conclusion.More >>
    The wire fraud trial of a Vermont man convicted for the 2010 explosion that killed two workers at a New Hampshire gunpowder plant is nearing conclusion.More >>
  • 150 doctors targeted by tax fraud in NH, Vt.

    150 doctors targeted by tax fraud in NH, Vt.

    Thursday, April 24 2014 4:45 PM EDT2014-04-24 20:45:08 GMT
    New Hampshire Sen. Jeanne Shaheen has asked the Secret Service and Internal Revenue Service to investigate reports of tax fraud affecting more than 150 doctors and health care providers in the state and in Vermont.More >>
    New Hampshire Sen. Jeanne Shaheen has asked the Secret Service and Internal Revenue Service to investigate reports of tax fraud affecting more than 150 doctors and health care providers in the state and in Vermont.More >>
Powered by WorldNow
All content © Copyright 2000 - 2014 WorldNow and WCAX. All Rights Reserved. For more information on this site, please read our Privacy Policy and Terms of Service.