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Quick:
who is the typical customer of McDonald's? If you answer "the poor,"
you'd be wrong.
See, contrary to conventional wisdom, the poor actually don't eat a lot at McDonald's, but people in the middle class do:
Leigh and colleague DaeHwan Kim analyzed 1994-96 data from the Continuing Survey of Food Intakes by Individuals and the accompanying Diet and Health Knowledge Survey. The data included responses from 5,000 Americans who were asked about restaurant dining habits, income, race, gender, age and education.
The researchers found that people visited fast-food restaurants more often as their household income increased — at least up to a point. Fast-food visits rose along with annual income up to $60,000; beyond that, visits started to drop back down, replaced by full-service, sit-down dining at slightly higher prices.
Based on the data, the researchers described the typical fast-food consumer as a lower-middle income head of household, who is budget-conscious and harried and likes the convenience and low price of fast food, compared with other restaurants. Poor people, by contrast, can't easily afford fast-food "value meals," and the poorest, who may rely on the FNS Supplemental Nutrition Assistance Program, or SNAP, certainly can't use food stamps at McDonald's.
A new survey by the Centre for Retail Research revealed that shopping shoplifting has increased at an astonishing rate:
They found that shoplifting in Britain has increased in the past year by nearly 20 per cent to almost £5 billion, £750 million more than in 2008, keeping Britain at the top of Europe’s shoplifting table. Clothing and fashion accessory shops were hardest hit, with branded designer goods high on thieves’ shopping lists, closely followed by DIY stores.
Neil Matthews, vice-president of Checkpoint Systems, said that he was astonished at the rise of middle-class shoplifters. “We are not simply looking at your traditional shoplifters here. We are seeing more instances of amateur thieves stealing goods for their own personal use rather than to sell on than before,” he said.
