2000s nostalgia in a plastic tray

While this April 2022 annoyingly tended to resemble the movie an endless day with Bill Murray – Emmanuel Macron re-elected, Covid has not yet passed – the 26th, the date on which Quick resurrected Cauet Burger, marked a turning point in the course of our lives.

ONE ” masterclass of three chopped steaks ” tasted and approved by radio station Sébastien Cauet himself, for a cult sandwich originally created in 2006, as they say in the jargon of fast-food youtubers whose life dream is to taste hamburgers in front of the camera. Twitter comments are not wrong: Incredible reunion with the best hamburger in human history, the Cauet Burger », « I can’t believe it, because damn it’s Cauet Burger coming back and I’m crying », « Women are temporary, Cauet Burger is eternal », « He annoys you, but seeing him order the Cauet Burger with another would kill you. “.

The 2000s as a spring

Are these tweets ironic? Possible, but the hype around Cauet Burger is real. How can the reissue of a hamburger with the name of a broadcaster overtaken by Cyril Hanouna, by a fast food chain that has been losing strength for ten years, arouse so much enthusiasm? Take a dose of half-mocking, half-sincere nostalgia from the 2000s, another specific second degree for Twitter humor, a campaign com’ put together by Quick that relies heavily on these two springs, and you’ll understand why. the two words “Cauet Burger” generated thousands of tweets in just a few days.

This hype is first and foremost the sign that the 2000s nostalgia period is open and is necessarily on sale. A boon for marketing: like TF1, which just re-launched Star Academy, Quick sniffed out the good stuff. ” You’ve been dreaming about this every night for almost 16 years, it’s finally back “. The brand that, in 2006, released a sandwich to the glory of the animator and his team of high school wildcards, Cécile de Ménibus, Miko and Cartman, managed to play the card of self-mockery, allowing an entire crowd of twenty-somethings and 30 years to resurrect an object that in itself embodies the spirit of the greatest civilizational successes of an era.

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The heart of the 2000s: the Cauet method in TF1, Fatal Bazooka, skyblogs, reality TV, the Vivelle Dop and Zidane concrete fixing gel that made all of France cry on a whim. Sublime and grotesque, which all those who lived through this period look at with a little shame, but also a touch of tenderness.

Because this French society lost between two centuries, with its aesthetic, cultural… and culinary hesitations, all its contemporaries logically bear a share of the responsibility – and of the bad taste. In fast food? It was the time when kebabs arrived in droves, when McDonald’s and Quick fought each other, a duel as epic as the one that pitted Coca-Cola against Pepsi, Real against Barça, Booba against Rohff or Loxam against Kiloutou. It was the time when the most exquisite palates did not hesitate to travel 200 kilometers for 30 minutes of pleasure – including the queue – to sit at the table of one of these new fast food restaurants, KFC and other tacos, just hatched in Portugal. .

Quick, a certain idea from France

The hype of Cauet Burger is also the hype of Quick, with a curious throwback effect: going to Quick when all its restaurants have largely been replaced by Burger King – 108 remain today, up from 379 in 2011 – is to show a certain idea of ​​France. Fast is the anti-McDonald’s, the anti-Burger King. Quick is the somewhat moving story of the small Belgian fast food restaurant bought by the French state in 2007 following a takeover bid by a subsidiary of Caisse des Dépôts, before being consumed by the Bertrand group eight years later. And that in 2021, the franchise will be sold to the American investment fund HIG Capital. For a while, looking at Quick and Burger King, we’d like to see Alstom and General Electric.

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In short: in the 2000s, the hype was chasing the novelty… Today, it’s back to basics: a very old-fashioned Cauet Burger in 2022, nothing more subversive – and so trendy. Much more than a quality burger at 19 euros in a fake sling in the 18th arrondissement, all because they stuffed a handful of organic mushrooms. Tasting at Quick de Sébastopol in Paris, where Marianne tasted the Cauet Burger, and where the manager says are two of the three orders. And flavor level? “Like Back Then”, promises Cauet. That’s all we ask of him.

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