Word: ketchup
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Customers get almost as little discretion as the help; their burgers come wrapped, with ketchup and mustard applied in precise, premeasured splats. A rugged individualist can order his burger "without," but he will have to discover that concession on his own; McDonald's does not advertise it. One sandwich is unalterable: the Big Mac, a double burger whose interstices are occupied by alternating dollops of onions, pickle chips, cheese, lettuce shreds and a "special sauce," the formula for which is guarded like an atomic secret (see diagram next page...
Fast-Food Pharaoh. The man behind this success is named not Ronald McDonald, the ketchup-topped clown celebrated in company advertising, but Ray A. Kroc, a crusty, saltily spoken 71-year-old Chicagoan who is rather amused to find himself the pharaoh of fast food. "When I was a little boy, my father took me to a phrenologist," he recalls. "I was told that I would make my best living either in the food business or as a musician. You know, I've done both." After serving alongside Walt Disney in the World War I Red Cross Ambulance Corps...
Members of the Led Zeppelin toss ice cubes out the windows at passing >| police cruisers and dunk mink-clad women in the swimming pool. Alice Cooper's roadies play nude football in the hallway. The J. Geils Band stages mustard and ketchup orgies in its rooms. Instead of tearing their hair, the hotel's youthful staff (average age: 24) smile benignly. The expanded room service is designed to cater to pimpled artists who prefer milkshakes with their chateaubriands. The crazy has become so commonplace that during an Electric Light Orchestra party recently, a zonked-out groupie was propped...
...through the Eisenhower papers in Abilene. How better to catch the flavor of Lyndon Johnson than by munching a deer-foot sausage or supping on hot Pedernales chili? Richard Nixon could be forewarned to start scouring his ancestral cookbooks, if only to avoid being commemorated by cottage cheese with ketchup...
...more like Archie Bunker's big brother. But his hamburgers are something else: one-third pound of lean meat seasoned with 32 spices and a special sauce. Gleichenhaus, who insults customers and employees with equal abandon, takes his seasoning seriously; he often chastises patrons who unknowingly ask for ketchup or mustard...