Burgers and Bodybuilding

For quit some time now, fast food chain McDonald’s has been in targeted by nutritionists and health experts blaming the chain for (childhood) obesity in the USA. The 2003 documentary ‘Supersize Me’ by Morgan Spurlock featured experts that declared the obesity in the United States an epidemic. The documentary also shows how young minds become addicted to the good times they have while visiting a McDonald’s. McDonalds is known for it’s ‘Happy Meals’ and ‘Playplaces’ which attract young children to its restaurants. After the documentary McDonalds has countered critics by offering healthier foods like salads and apple slices but the fast food chain is still reluctant to switch to a healthier cooking oil.

Now McDonald's again faces threats to its image from a movie version of the 2001 Eric Schlosser book Fast Food Nation. Eric Schlosser is one of the leading figures in the USA in the battle against the obesity epidemic. This time McDonald’s took countermeasures to defend its image by setting up ‘R Gyms’ in seven of its restaurants. ‘R Gyms’ are high-tech mini-gyms for children that reward the kids with flashy videos if they do an exercise. The ‘R Gyms’ will replace the 5.500 Playplaces nationwide. The gyms are equipped with:

- Video bikes. The stationary bikes are hooked to video games kids can only play while peddling.
- Electronic hoops. The mini-basketball court gives electronic feedback like cheers and broadcasts "Great Shot!" when a kid makes a basket.
- Climbing equipment. Think rocks of moulded plastic. Monkey bars. And some have climbing ropes.
- Video dance pads. Kids dance on electronic pads that signal video screens to show the moves.

Will the gyms really help McDonalds build a health image or is it just a temporary solution to deflect the critic they will receive from Eric Schlosser new movie? Maybe it is already too late for McDonalds to get its name associated with health and exercise. Let me know what you think.