Mas Production

“What are the ideal Cheez-It dimensions to guarantee that the tostada won’t crack inconveniently when bitten into? … What safeguards can be implemented to prevent the orange Doritos dust from staining a consumer’s hands or clothing? Can fourteen Flamin’ Hot Fritos corn chips be added to the middle of a burrito and retain their crunch? … These are all problems of architecture and scalability; fast food is assembly, not cooking.” The New Yorker: Taco Bell’s Innovation Kitchen, the Front Line in the Stunt-Food Wars. Make a run for the border. And then the bathroom.

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