쉐도잉 연습: Sneaky Ways Fast Food Restaurants Get You To Spend Money - YouTube로 영어 말하기 배우기
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This is a Number 3 from McDonald's: a burger, fries, and a drink.
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This is a Number 3 from McDonald's: a burger, fries, and a drink.
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It costs $11 in New York City.
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Fast food is supposed to be cheap and convenient, but do you ever find yourself spending more on fast food than you expected to?
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You're not alone.
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According to one study, Americans spend around $1,200 on fast food every year.
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Places like McDonald's and Burger King do everything in their power to get you to spend more money, and it turns out fast food isn't as cheap as you think.
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Fast food is all about the deals.
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Value meals, combos, coupons, oh my.
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But the seemingly simple menu actually hides most of the options.
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Compare a fast food menu to a fine dining restaurant menu.
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The restaurant menu is simple and not very stimulating, but the fast food menu is a noisy mess of options and categories, and fast food restaurants grab your attention with bright reds or oranges along with big appetizing photos of their food.
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There's a hierarchy.
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The pictures are big, but the prices are small.
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They keep your attention on the items that cost more by showing these really big on the left side where you start reading.
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You're not wondering if that burger is worth $6, you're just looking at those big juicy patties.
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Hans Taparia: Food pictures, they light up the brain, you know, particularly when you're hungry.
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Large food pictures for a food company are key.
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Narrator: That's Hans Taparia.
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He's a health food entrepreneur and a professor of business and society at NYU.
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Hans Taparia: The playbook has been around for awhile, I would say since the '80s, which has been centered around simplicity, cheap and bold and bright.
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Narrator: Fast food restaurants use other tricks too, like not showing a dollar sign or using a 9.79 or 0.89 pricing format.
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Pretty much $10, but you still think it's $9 because you read left to right.
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But what about the dollar menu, right?
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Well, dollar and value menus do exist, but they're often small and far off to one corner where they are harder to see.
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Hans Taparia: And if you buy multiple items off the value menu, it won't necessarily be cheaper than a Happy Meal.
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So it's not necessarily less profitable for them, but it accomplishes two things.
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It keeps the consumer coming, and it's catering to a consumer that is increasingly poorer in the case of these conventional fast food outlets.
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Narrator: And even though fast food menus are big, their confusing layouts make it difficult to find exactly what you're looking for.
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It's easiest to read the menu when you're close to the counter.
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But then it's time to order.
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The pressure is mounting, and you just pick that big, bright, juicy Number 3, and that Number 3 is where the real secret of the menu lies: the combo.
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The star of the menu is the combo meal.
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You can order an entree, a side, and a drink just by saying one easy number.
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It takes a lot less time to order the Number 6 than a 10-piece nugget, medium fry, and a medium drink, but have you actually done the math to see if that combo is saving you any money?
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Take McDonald's for example.
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If you buy a Number 3, it costs $10.39, but if you were to buy the Double Quarter Pounder, medium fry, and medium drink, it costs $10.48.
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You're only saving 9 cents, and often you'll end up with things you didn't even want in portions that are way bigger than what's healthy.
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Hans Taparia: And creating this perception, which is quite real actually, that the per ounce cost of something bigger is lower, and so I'm just getting better value for my money, forget the fact that I'm buying 32 ounces of soda, which has half a cup of sugar.
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Narrator: The convenience of ordering a preselected meal gives fast food restaurants control over what you order.
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Combine this with multiple size options and cheap upgrades, and it's hard to walk away with a small in every category.
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When was the last time you went to a place like Taco Bell and just bought one taco?
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Fast food restaurants make more money from customers buying multiple items.
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Items like soda have a much higher profit margin compared to burgers, so fast food companies do everything they can to get you to buy a drink.
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They've added things like 24-hour locations and all-day breakfast to make sure you can get whatever you want whenever you want it.
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If you think you have more control at an ordering kiosk, you're wrong.
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According to McDonald's CEO Steve Easterbrook, customers spend more on average at kiosks 'cause they linger longer.
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Guess what those kiosks also have.
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Lots and lots of pictures.
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And that's just the tip of the, um, Frosty.
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Fast food companies are experts at getting customers in the door.
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They advertise the most outrageous deals on signs, posters, and TV commercials.
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They can get you in the door for some buy one get one free nuggets, you'll probably buy a drink too.
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Oh, look. You can make that a meal and add fries for just a dollar more.
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Companies also use brand tie-ins like Doritos Locos Tacos and coupons that expire within the week, like the ones you may have seen on the bottom of your receipt, not to mention app reward points or special daily deals found only in the app, just like the old-fashioned punch card.
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You'll eat at a restaurant more often if each purchase brings you closer to free food.
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Any one thing in isolation itself may not have a huge impact.
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The power of marketing is when you overlay things.
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Narrator: But, there's a deeper issue here.
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Fast food isn't as cheap as it used to be.
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According to Bloomberg, the average price of a fast food burger has increased by 54% in the last decade, outpacing fast-casual and fine dining restaurants.
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But fast food is sometimes the only option in low-income food deserts, and your environment has a big impact on your health and weight.
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Healthy fast-casual offerings are often so much more expensive than fast food that they no longer target the same demographic, especially if you're feeding a family.
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KFC will give you a lot more food per dollar than an organic salad chain.
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Fast food restaurants are able to lure consumers into spending more money on large, unhealthy portions because it's more affordable than healthier options.
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Fast food can be cheap and convenient, but you have to fight off all the psychological tricks that are engineered to get you to spend more money.
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You shouldn't be paying a premium for low-quality, unhealthy food.
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이 비디오는 빠른 음식점의 마케팅 전략을 설명하면서 일상적인 영어 표현을 자연스럽게 사용합니다. "combo meal" (세트 메뉴), "value menu" (가성비 메뉴), "profit margin" (수익률)과 같은 비즈니스 및 일상용어를 배울 수 있고, "Do you ever find yourself..." (당신도 가끔...하는 경우가 있나요?)와 같은 질문 형식을 연습해 실제 대화에서 사용할 수 있습니다. 특히 "shadowspeak" 연습에 좋은 내용으로, 자연스러운 발화 속도와 억양을 따라하기 쉽습니다.
들어야 할 연결 발음과 축약형
영어 발음 교정에 중요한 연결 발음과 축약형이 많이 등장합니다. "it costs $11"에서 "it costs"가 /ɪt kɑːsts/가 아니라 /ɪt kɑːsts/로 연결되거나, "you're just looking"에서 "you're just"가 /jʊər dʒʌst/가 아닌 /jər dʒʌst/로 축약되는 것을 주목하세요. 또한 "do you ever"는 /duː jʊ ˈɛvər/가 아니라 /du jə ˈɛvər/로 발음되어 연결됩니다. 이런 부분을 주의깊게 듣고 "shadow speak" 연습을 하면 발음이 더 자연스러워집니다.
원어민처럼 말하는 방법: 리듬과 강세
원어민의 리듬과 강세를 따라하려면 비디오에서 강조되는 단어를 주목하세요. "Fast food is supposed to be cheap and convenient"에서 "supposed", "cheap", "convenient"에 강세가 가해져 중요한 정보를 전달합니다. 또한 "the combo is saving you any money"에서 "saving"의 억양이 상승하여 의문의 뉘앙스를 나타냅니다. "shadow speech" 연습을 할 때는 이런 강세와 억양을 정확히 따라하되, 자연스러운 리듬을 유지하는 것이 중요합니다. 작은 단어들도 "and", "or" 등을 약하게 발음하여 전체 문장의 흐름을 자연스럽게 만드세요.
이 비디오를 이용해 "shadowspeaks" 연습을 하면, 실용적인 영어 표현뿐만 아니라 발음과 리듬까지 동시에 향상시킬 수 있습니다. 자세히 듣고 따라하며, 매일 조금씩 연습하다 보면 원어민처럼 부드러운 영어를 구사할 수 있을 것입니다.
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