The issue is not food, rather it is responsiblity among consumers. Americans are vastly irresponsible, selfish and greedy. Super-size meals, all-u-can-eat buffets, and double cheeseburgers exemplify these traits. 'Fast food' is not the culprit. Nearly all American restaurants serve oversized portions of food - healthy or not.
Americans consume. They consume gasoline, cigarettes, alcohol and food - vast quantities of each. They consume automobiles, clothing, technology, and services. Our culture consumes more goods than any other country creating the largest economy in the world. However, as consumer society we expect businesses to solve our social issues.
Businesses create products which consumers demand. Brands which do not meet this demand fail. Therefore it's plain to see that obesity and health problems are caused from overeating consumers - not businesses, their products, or marketing plans. Brands must continue to serve over-sized portions until the consumer changes.
We already are seeing a shift in consumer behavior. Brands such as Subway have rapidly grown to compete with the burger brands over the past 10 years. 'Get thin fast' diets are hot topics. Organic produce has created a new category in the supermarkets, even spawning entire new retail brands such as Whole Foods and Wild Oats.
Even in this new found 'faith' you can see our lasting consumer culture. Subway serves 'foot long' sandwiches, potato chips, soft drinks, and over-sized cookies. The Atkin's diet is under fire for its health liabilities, and the traditional grocers are by far and wide still the norm with limited organic products.
In the end, every brand must stand for something, even if it is grease, sugar, and salt. Burger King's latest campaign embraces its core brand identity - 'have it your way'. This is very responsible marketing. It's honest.