[Column] 50 years of history of burger shops and music - The culture of fast food and sound branding -
Column en Accoustic History Rock![[Column] 50 years of history of burger shops and music - The culture of fast food and sound branding -](/../assets/images/column-burgers-beats.webp)
Prologue: The era of burgers that can be enjoyed with the ears
Text: mmr｜Theme: On the evolution of fast food music as a “culture that can be enjoyed with the ears”
The music of the hamburger shop is not just a commercial song, but a ““sound portrait of the times.’’ What values society sought and what tempo it lived in - all of these are condensed into a 15-second jingle and sound logo.
McDonald”s upbeat family pop, Burger King”s rebellious guitar riffs, and Mos Burger’s handcrafted warmth from the ukulele. Rather than corporate advertisements, these are the very ““aural memories of the times.’’
Chapter 1 The American Dream and the Birth of Fast Food Music (1970s-1980s)
1-1 Singing “hamburger = happiness”: McDonald”s early commercial
“You Deserve a Break Today” was produced in 1971 by the American advertising agency DDB (Doyle Dane Bernbach). Composed by Sid Woloshin, lyrics by Dan Kallis. It had an uplifting feel similar to a musical, and symbolized McDonald’s as a “healing” in a consumer society.
♪ “You deserve a break today, so get up and get away—to McDonald”s!”
This song was an unusual hit, selling as a single in the United States and entering the radio charts. It was the first time fast food commercials entered the realm of pop music.
1-2 Linkage with the music industry: From advertising to hit songs
1979’s “Menu Song” consisted of funk + rap style narration and was a precursor to later hip-hop commercials.
1-3 Music strategy after landing in Japan: Introduction of urban city pop
The 1983 “Let”s Meet at McDonald”s” series was composed by composer Kazuo Otani. Characterized by AOR-like chord progressions and Fender Rhodes tones, it was expressed as ““American life = longing for the city.’’
Chapter 2 Rebellious Burger King: Rock spirit and advertising rebellion (1980s-2000s)
2-1 “Have It Your Way” and rock ethics
Burger King’s music strategy has always been based on the themes of rebellion and freedom. 1999’s “Whopper Rap” featured New York producers The Dust Brothers. The unit that worked on Beastie Boys and Beck uses a novel method of carving out product descriptions as rhythms.
2-2 Example of participation of foreign commercial musicians
- Mark Mothersbaugh (Devo): Provided guitar and synth sounds in US commercials in the late 90s.
- Daft Punk: Responsible for rhythm composition and electro arrangement for limited European commercials
Chapter 3 Mos Burger: The philosophy of “handmade” in music
3-1 Aesthetics of organic sound
Music provided by composer Hajime Mizoguchi and acoustic duo Hanaregumi. Expressing the “connection between nature and people” using ukulele, acoustic guitar, and piano.
3-2 Environmental sound design
- Sound of baking bread
- Sound of cutting vegetables
- Sound of opening a paper bag
Musicians Ohashi Trio arrange field recordings to directly connect sound and product experience.
Chapter 4 Lotteria and Freshness Burger: Music Design for Urban Burger
4-1 Lotteria: Techno pop x Japanese modern design
In the 1990s, Yoshinori Sunahara and Hiroshi Fujiwara were involved. A fusion of digital input and video production.
4-2 Freshness Burger: Connection with cafe culture
Supervising the store BGM is Toru Hashimoto (SUBURBIA). Early introduction of the concept of “music supporting taste.”
Chapter 5 Redefining the digital age: “Sound brand power” conveyed in 5 seconds (2010-2020s)
5-1 Reconstruction of sound logo
- McDonald’s: Universal pentatonic jingle (supervised by Pharrell, Hiroshi Kawabe)
- Change tempo/key arrangement for each country
5-2 Trends in SNS x artist collaboration
| Year | Brand | Artist | Song title/characteristics |
|---|---|---|---|
| 2021 | Mos Burger | Kaho Nakamura | Ukulele + environmental sounds |
| 2022 | Burger King | Creepy Nuts | Rap + Rebellion Theme |
| 2023 | McDonald’s | Ado | Anime composition + elation |
Chapter 6 Psychology of Sound Branding: Fusion of Taste and Hearing
- High-pitched sounds emphasize sweetness
- Low range emphasizes bitterness
- Increased turnover rate by 15% with store BGM of 120bpm
Chronology: History of the evolution of burger shops and music
Musical characteristics map by brand
| Brand | Main Musical Style | Composer/Musician | Cultural Orientation |
|---|---|---|---|
| McDonald’s | Pop/R&B | Pharrell Williams, Kazuo Otani, Hiroshi Kawabe | Happiness/Global Unification |
| Burger King | Rock/Hip-Hop | The Dust Brothers, Mark Mothersbaugh, Creepy Nuts | Rebellion, Freedom, Individuality |
| Mos Burger | Acoustic/Ambient Sound | Hajime Mizoguchi, Kaho Nakamura, Ohashi Trio | Handmade/Warmth |
| Lotteria | Techno Pop/City | Yoshinori Sunahara, Hiroshi Fujiwara | Urban/Sophisticated |
| Freshness | Jazz/Bossa Nova | Toru Hashimoto (SUBURBIA) | High quality/cafe feel |
Epilogue
Fast food music has evolved as a “culture that can be enjoyed with the ears.” The sound of fried potatoes, the sound of wrapping paper, the jingle - all of these are the soundtrack of modern society.
