On the Uncanny Adaptability of American Fast Food

As the United States emerged from the Cold War as the lone superpower in the early 1990s, it endeavored to showcase its singular influence in new ways. In lieu of traditional territorial expansion or colonies, there would be American culture and language along with science and technology, all orbiting out to the world's far-flung corners. To be sure, a few scattered military bases here and there and a little expression of economic and political clout. And there would be American fast food.

The arrival of iconic chains abroad wove of all of these disparate strands of leverage together. The spread of Big Macs, Blizzards, Whoppers and Frosties projected the American character—approachable and agreeable, charismatic and casual, evangelical and democratic, hectoring and capitalistic. The expansion of fast food also embodied a defining enthusiasm of the era: globalization.