Of Toulouse, the Cathars and “McDo”.
30 May, 2010, Toulouse, France
Sitting on a prominent corner of the Capitole in Toulouse is McDonald’s, that universal guilty pleasure of the French. After the US, France is the largest consumer of Big Macs, fries and McNuggets. And let us not forget “un coca”. In my lengthy travels in Paris, I’ve often wondered why Ray Kroc‘s hellspawn is so popular with the French. Struggling to find an explanation, I’d go through a routinized list — it’s cheap, a “burger” and “frite” is a popular Parisian café option, you can bring the kids, and, in Paris at least, you can access wireless (“wi-fi”) for free without hassles.
But none of this captures the essence of the love affair between the French and their mistress — McDo. Today, as spitting rain came down on the twisting ancient streets of Toulouse, it came to me. It’s about complexity.
It’s simple. Or rather the “formule” at McDonald’s is simple. No matter if you are in the Marais or the Midi, you always know what you’re going to get. This in contrast to all the local knowledge required to navigate a meal at a café or bistro. Meals in France are a complex process — an arcane ritual. McDonald’s reduces all this to a few simple motions. Dinner becomes a “degustation” devoid of deep doctrine. A to-go theology.
It’s this universal nature, this crispy, deep-fried Catholicity, that parallels the actual fact of the country’s religious history. Thus Toulouse, as a centralizing, crusading, inquisitional force, adopts McDonald’s into its very heart. C’est comme ils faut.
I suspect there will be few signs of McDo in the wilds of Cathar country. The bizarre and obscure heretical traditions of the Cathars would seem immune to universalizing charms. Besides, the towns and hamlets are tiny — there’s no market for it. I wonder what the Perfect would have thought of McDonald’s. Not much. For one, many of them were vegetarians. And the fries at rotten Ronnies were never that good.
McDonald’s, in its deep corrupting influence on the physical world (nutritionally and naturally) seems an ideal confirmation of a dodgy demiurge. And like the Inquisitioners of old, seeks to eliminate or destroy all competitors. There can be only one.
Espousing a dualism that doesn’t go beyond diet or regular, McDonald’s is a gnostic nightmare. The basest of existence and pleasure wrapped in ready-made garbage. But until they start serving McNuggets at the top of Montségur, it’s safe to say that pockets of resistance, sparks of the One — the Pleroma, still inspire this country so passionate about its “pour emporter”.
And for this we can thank not the flawed French, but God himself.
Whatever that means…