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<h3>FAST FOOD</h3>
 
A couple of years ago KFC (Kentucky Fried Chicken) used the following slogan in their ads, \"There\'s fast food, and then there is KFC.\" Although they were trying to suggest that their food was in a class above the typical fast food restaurants, I took it to mean \"slow service\" (which I found to be true on more than one occasion). 
 
I had my first \"Whopper\" from Burger King in 1966 in Chicago. As a kid, I loved their char grilled burgers with fresh ingredients. I haven\'t had one in years but recently I ordered a Whopper at our local Burger King and was incredibly disappointed with the service and product. I got something that was whipped together with little expertise and mashed down. Frankly, it didn\'t resemble anything like what I first experienced 41 years ago. 
 
I don\'t want to single out Burger King here; there are quite a few fast food restaurants guilty of putting out some pretty nasty stuff that fills the hole with questionable nutritional value. I used to like Dave Thomas\' ads for Wendys and tried them three times after seeing an ad for their products that looked delicious, but I was disappointed with whatever it was they served me. Three strikes and you\'re out. 
 
I find people tend to be embarrassed visiting a fast food restaurant. Nobody wants to admit they eat there knowing there is a sleaze factor involved. I try to avoid such restaurants as I am typically not satisfied with what you get and I find the facilities uninviting for dining. And if you have the audacity to voice a complaint, you typically are faced with an acne scarred teenager who looks at you like you\'re a creature from another planet. 
 
But maybe there is some hope on the horizon. I was in Miami recently and stopped by a relative newcomer to the fast food world, Pollo Tropical. This was a refreshingly different experience for me. For starters, the company makes a point of stating they are not a \"fast food\" restaurant, but instead, offer \"quick service.\" The first thing you notice when you enter the restaurant is its sparkling cleanliness and its openness. The tables and chairs are comfortable and the decor is on a par with higher scale establishments. As you approach the counter you notice there is no back room where the food is prepared. Everything is cooked in the open where you see how the chicken is prepared which is actually quite appetizing. The food is well prepared using fresh ingredients and served on disposable plates. As to taste, I was very much impressed and became a fan instantaneously. Imagine: Good food, good value, good service, all in a comfortable surrounding. As Stengel would have said, \"Who\'da thunk it!\" 
 
Pollo Tropical is most definitely not your typical fast food restaurant and I put it in a class somewhere between the fast food restaurants and casual dining, e.g., Chili\'s, TGIF, Benigans, Hooters, etc. Their approach is unique and encourages return patronage. I hope the other fast food chains are paying attention as I see Pollo Tropical as a blueprint for the future. As for me, I thought it was nice change not to be embarrassed to be seen in a fast food restaurant. 
Author Info
 
Tim Bryce is a writer and management consultant located in Palm Harbor, FL, USA. His corporate web page is at:
http://www.phmainstreet.com/mba/

He can be contacted at:  timb001@phmainstreet.com

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