A series about the nation’s overabundant fast-food restaurant chains is giving a soon-to-launch Discovery Communications network something to chew on.
Burgers, fries and shakes are the stars of “Fast Food Mania,” a travelogue program on Destination America cable network, which makes its debut May 28 (with the first episode slated for June 3). But they aren’t the focus of the ads that will accompany the show.
No fast-food or quick-service restaurant chain will advertise in the program, fearful of having the effectiveness of any advertising damped by the show’s focus on a rival in any of its segments. The debut episode, for example, spotlights White Castle, Whataburger and Chick-fil-A. McDonalds, Burger King and KFC might feel their ads would resonate better in a program that didn’t bring up other dining choices alongside their commercials.