
And, most astonishingly, they claim a growth in sales at existing locations – a 4.9% increase, they boast – while the very nation seems to have lost its appetite for fast-food frivolities. A decline of 1.1%, they say, in the general consumption of hastily prepared meals. One suspects a phantom diner, a spectral gourmand, is single-handedly propping up the industry. The executives, of course, lament the “challenging macroeconomic conditions,” a phrase as hollow and worn as a beggar’s shoe. They speak of “pinched consumers,” as if the very act of purchasing a burger is now a form of self-flagellation.