ADVANTAGES

But Wallerstein discovered that people would spring for more popcorn and soda -- a lot more -- as long as it came in a single gigantic serving. Thus was born the Big Gulp and, in time, the Big Mac and jumbo fries. Though Ray Kroc himself took some convincing: the McDonald's founder had naïvely assumed that if people wanted more fries they'd buy another bag. He didn't appreciate how social taboos against gluttony (one of the seven deadly sins, after all) were holding us back. Wallerstein's dubious achievement was to devise the dietary equivalent of a papal dispensation: Supersize it!

Testimonials

Satisfied customers are saying