In this week’s Our Take: five-star chef slings burgers, star cast-offs support good cause, waist shrinking means less drinking and can AI go green?
FINE DINING, GOLDEN ARCHES
Remember when McDonald’s was just a quick pit stop for a burger and fries? Well, things are getting fancy under the Golden Arches. McDonald’s is teaming up with Top Chef winner Tristen Epps-Long for Inside the Golden Arches, a one-day chef’s table experience serving up its iconic menu with a side of culinary theatre.
On the menu? The Quarter Pounder with Cheese, Chicken McNuggets, Egg McMuffins and those famously addictive fries. Guests also get a front-row seat to the craft behind the classics, from perfectly round eggs to the secrets of the fry.
But this isn’t just a case of putting a posh plate under a burger. Epps-Long once worked behind the McDonald’s counter himself, making this a full-circle moment that gives the collaboration a little more flavour. It’s a clever way to turn everyday fast food into an experience worth talking about.
A SECOND LIFE IN STYLE
Celebrity brand collaborations are everywhere. At this point, we’re probably one announcement away from a pop star launching their own range of spoons.
But Charli XCX’s latest partnership with Vinted is one that actually makes sense.
The singer is selling pieces from her tour wardrobe on the second-hand platform, with proceeds going to LGBTQI+ charity Rainbow Railroad. Charli has long championed pre-loved fashion, regularly rewearing outfits and sourcing vintage pieces. She’s even admitted to owning around 25 leather jackets.
There’s a lesson here for brands. As consumers become more conscious of overconsumption, the smartest collaborations aren’t necessarily about creating something new.
Sometimes giving clothes a second life, supporting a good cause and offering fans a piece of fashion history beats another overpriced tour tee.
DIET DRUGS HIT BREWERS’ FIGURES
Heineken in the UK has quietly warned publicans of a potential hit to sales volume from an unexpected source: weight-loss drugs such as Ozempic suppress users’ appetites and make them feel full, so they eat less. And, it turns out, they drink less too. Which for pubs could mean fewer rounds, smaller serves and fewer long sessions.
But how big a problem can it be?
For now the impact looks marginal, and Diageo for one has called it ‘manageable’. But the trends are worth watching. US data shows that households with a weight-loss-jab user spend 7% less on alcohol and 13.5% less on beer, which is unsurprising given it’s the most filling drink at the bar.
In the UK, a survey published earlier this year found that nearly 7% of the population had used weight-loss drugs, although that includes former as well as current users. If they follow the US pattern, beer brands could see a small but noticeable dip.
In Ireland? Nobody knows, as most people pay for the drugs privately. But if the HSE starts funding them, that could change fast.
IS AI GETTING A GREEN CONSCIENCE?
We’re all using AI more, but how often do we think about the energy it takes to answer our questions?
EcoGPT is pitching itself as a greener alternative to ChatGPT, using smaller, more energy-efficient models and funding tree planting.
It sounds promising, although there’s no independent verification that it’s actually greener than its competitors.
What’s interesting is the shift in the conversation. We’ve spent years asking what AI can do. Maybe it’s time we started asking what it costs the planet.