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>>

  • Sugarhouse fire in Swanton

    Sugarhouse fire in Swanton

    Friday, April 18 2014 8:54 AM EDT2014-04-18 12:54:02 GMT
    A sugaring season was cut short in Swanton overnight after a shed caught fire. Fire officials tell us they got the call around 1:30 a.m. Friday for the sugarhouse fire on Woods Hill Road. They say theMore >>
    A sugaring season was cut short in Swanton overnight after a shed caught fire.More >>
  • NH ski areas to close after this weekend

    NH ski areas to close after this weekend

    Friday, April 18 2014 8:46 AM EDT2014-04-18 12:46:49 GMT
    As the temperatures start to climb, it's your last weekend to ski in New Hampshire. The three remaining areas that are open -- Loon Mountain, Cannon Mountain, and Bretton Woods -- are planning to closeMore >>
    As the temperatures start to climb, it's your last weekend to ski in New Hampshire.More >>
  • Dispatchers recognized this week

    Dispatchers recognized this week

    Friday, April 18 2014 8:45 AM EDT2014-04-18 12:45:18 GMT
    This week, the first line of emergency responders are being recognized for their work. National Telecommunicators Week ends Saturday. It's a national week honoring the men and women who work around-the-clockMore >>
    This week, the first line of emergency responders are being recognized for their work.More >>
  • Putney man ran over in driveway

    Putney man ran over in driveway

    Friday, April 18 2014 12:04 AM EDT2014-04-18 04:04:40 GMT
    A Putney man was taken to the hospital after police say he was run over in a driveway. It happened this afternoon on Kimball Hill Road. Investigators say 63-year-old Eric Ladd was walking slipped and hitMore >>
    A Putney man was taken to the hospital after police say he was run over in a driveway. It happened this afternoon on Kimball Hill Road.More >>
  • Winooski man killed in motorcycle accident

    Winooski man killed in motorcycle accident

    Friday, April 18 2014 9:35 AM EDT2014-04-18 13:35:21 GMT
    Burlington Police confirm that a 24-year-old Winooski man was killed in a motorcycle crash that shut down the beltline.
    More >>
    Burlington Police confirm that a 24-year-old Winooski man was killed in a motorcycle crash that shut down the beltline.More >>
  • NH police find bottle bomb at park

    NH police find bottle bomb at park

    Friday, April 18 2014 9:39 AM EDT2014-04-18 13:39:54 GMT
    Police are searching for clues after a homemade bottle bomb was found at a park in Keene New Hampshire. On Wednesday workers were doing spring clean-up at Wheelock park when they found a 55-gallon drumMore >>
    Police are searching for clues after a homemade bottle bomb was found at a park in Keene, N.H.More >>
  • Debate is brewing over the cost of greek life

    Debate is brewing over the cost of greek life

    Friday, April 18 2014 9:31 AM EDT2014-04-18 13:31:49 GMT
    Debate is brewing over the cost of Greek life, and some lawmakers believe it's time for sororities and fraternities at the University of Vermont to pay up. Hospitals, the American Red Cross, Churches andMore >>
    Debate is brewing over the cost of Greek life, and some lawmakers believe it's time for sororities and fraternities at the University of Vermont to pay up.More >>
  • Stowe couple dead in murder-suicide

    Stowe couple dead in murder-suicide

    Thursday, April 17 2014 11:08 PM EDT2014-04-18 03:08:04 GMT
    Police say two people found dead at a home in Stowe are believed to have died in a murder-suicide. Police are still not releasing their names or the cause of death, but they say the victims are adults. StoweMore >>
    A Stowe couple is dead after what police say was a murder-suicide. The news came as a shock to neighbors who say they never noticed any red flags.
    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.