Emily Guendelsberger

“The menu Kroc used to take McDonald’s national was similarly minimalist, with exactly three food items—Pure Beef Hamburger, fifteen cents; Tempting Cheeseburger, nineteen cents; Golden French Fries, ten cents. He aimed to make his burger construction line as standardized and closely measured as the Crystal Palace, decreeing, among other things, that McDonald’s burger patties must weigh 1.6 ounces and measure 3.875 inches in diameter. Don’t like a quarter ounce of onions on your burger? Too bad, just scrape ’em off—custom orders slow things down, and speed was the whole point. That’s why they call it fast food. Then Burger King countered with “Have it your way” in the ’80s, and to compete, McDonald’s started broadening its menu and allowing for special orders. Today, the average McDonald’s menu has more than a hundred items, and special orders are commonplace. But customers never changed their expectations of miraculously instantaneous service to match the vastly more complicated menu crew members are working with. So a lot of people who’ve experienced the magic of getting a Big Mac seconds after ordering it seem to believe there’s some Star Trek machine in the back that zaps food into existence from nothing. At least, that’s the only reason I can think of that customers like this lady get so mad when their special orders take an extra minute or two.”
― Emily Guendelsberger, On the Clock: What Low-Wage Work Did to Me and How It Drives America Insane