Sunday, October 5, 2008
Show Me A McDonald’s That’s Not Beside A Jollibee
Show me a McDonald’s that’s more than a few hundred metres away from a Jollibee. I’d be very shocked if you can. These two fast-food chains, they are so ferociously in love with each other. And here in Manila their inseparability stands as the marriage between American-style junk food and the Philippine taste for the happy and the sweet. As in any marriage, it’s not without a tinge of jealousy and competition.
But there they are anyway, as close as close can get, always within walking distance from each other, and their store fronts always alive and bright and arresting our attention with the antidepressant colours of red, yellow, white, orange, and purple, turning sandwich stores into pop art and opening their doors to serve us on Jupiter Street and Makati Avenue in Makati, on Retiro in Quezon City, on Quezon Avenue, on Greenmeadows and C5 in Libis, on Tomas Morato Avenue, Banawe Street, Katipunan, Commonwealth Avenue (in front of PhilCoA), E. Rodriguez, Kamias Extension, at the basement of EDSA Shangri-La mall, or of every shopping mall in Manila for that matter, strategically in front of high schools, colleges, and universities, and along major highways both north and south of the city.
And they are firmly fixed, too, in our lingo of merienda. Or lunch break. Breakfast. Dinner. How many times have Filipinos been caught in this swirling debate of where to eat? McDonald’s or Jollibee? You’d think that, given their omnipresence, making a choice would be convenient. The slightest hunger pang is enough to set us off on another one of those eternal gastronomic dilemmas, bulleted by neon text on backlit menus. “I like the Cheeseburger Deluxe better than the Regular Yumburger with Cheese, so let’s go to McDo.” “I need my Chickenjoy fix, and besides I’ve got a Double Go Large coupon for the meal.” “The taste of pickles in the Quarterpounder is revolting.” “Why does the Amazing Aloha’s sauce remind me of Caladryl?” “No one beats Jollibee’s fries.” “No one beats McDo’s fries.” Ratata-tata we go, and sometimes over the generosity of staff members with sachets of ketchup.
I’m not even going to begin talking about the mascots and the TV commercials. Let’s leave the discussion of a lipsticked clown’s semiotics and the social cognitive powers of an egg-eyed bee to the scholars and gurus of consumer marketing. Me, when I fancy a Jolly Hotdog, I just go and look for a McDonald’s. And when I can’t find a McDonald’s, I just look for a Jollibee. One can’t go without the other, they are partners intertwined, they make love and war, our city is their battlefield, and in our tummies is where a honeymoon happens.


