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How can fast food have an obsession?
well think of it as trends and it may make more sense. Around me there's a time of year where half the local fast food restaurants are pushing sweet potato fries or onion rings made from local onions that are in season. Most of the 'obsessions'/trends seem to tie in to seasonal food that's discounted.
I recall when tiny burgers were an obsession in the 90's though; burger king had the BK Buddies and suddenly every fast food joint started serving a slider. There was a big salad push in the 2000's.