2000s nostalgia on a plastic tray

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

A ” masterclass of three minced steaks ” tasted and approved by radio cador Sébastien Cauet himself, for a cult sandwich originally created in 2006, as they say in the jargon of fast-food youtubers whose dream life is to taste burgers in front of the camera . The comments on Twitter are not mistaken: Incredible reunion with the best burger in the history of mankind, the Cauet Burger », « I can’t believe it, because damn it’s the Cauet Burger coming back and I’m crying », « Women are temporary, the 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 the Cauet Burger is real. How can the reissue of a burger named after a radio host made out of date by Cyril Hanouna, by a fast food chain that has been losing momentum for ten years, arouse such enthusiasm? Take a dose of half-sneering, half-sincere nostalgia for the 2000s, another second degree specific to Twitter humor, a com’ campaign mounted by Quick which relies very heavily on these two springs, and you will understand why the two words “Cauet Burger” generated thousands of tweets within days.

This hype is first of all the signal that the period of nostalgia for the 2000s is open, and it is necessarily for sale. A boon for marketing: just like TF1, which has just relaunched Star Academy, Quick has sniffed out the right vein. ” You’ve been dreaming about it every night for almost 16 years, it’s finally back “. The brand which, in 2006, launched a sandwich to the glory of the animator and his team of schoolboy jokers, Cécile de Ménibus, Miko and Cartman, succeeded in playing the card of self-mockery, allowing a whole crowd of twenty-somethings and 30-year-olds to resuscitate an object which alone embodies the spirit of the greatest civilizational successes of an era.

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The heart of the 2000s: the Cauet method on TF1, Fatal Bazooka, skyblogs, reality TV, the Vivelle Dop concrete fixation gel and Zidane who made the whole of France cry on a whim. Sublime and grotesque, that all those who lived through this era 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 part of the responsibility – and bad taste. In fast food? It was the era when kebabs arrived en masse, when McDonald’s and Quick fought each other, an oh so epic duel like the one that pitted Coke against Pepsi, Real against Barça, Booba against Rohff or Loxam against Kiloutou. It was the time when the finest 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, freshly hatched in the national territory.

Quick, a certain idea of ​​France

The Cauet Burger hype is also the Quick hype, with a curious throwback effect: going to Quick when all its restaurants have been largely replaced by Burger King – there are 108 left today, compared to 379 in 2011 – is to show a certain idea of ​​France. Quick is the anti-McDonald’s, the anti-Burger King. Quick is the somewhat heartbreaking 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 eaten by the group. Bertrand eight years later. And that in 2021, the franchise be sold to the American investment fund HIG Capital. For a bit, looking at Quick and Burger King, we would like to see Alstom and General Electric.

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To summarize: in the 2000s, the hype was to run after novelty… Today, it’s back to basics: a very old-fashioned Cauet Burger in 2022, there is nothing more subversive – and so trend. Much more than a quality burger at 19 euros in a fake guinguette in the 18th arrondissement, all because they stuffed a handful of organic mushrooms. Proof at the Quick de Sébastopol in Paris, where Marianne tasted the Cauet Burger, and where the manager claims it is two out of three orders. And taste level? “Like back then”, promises Cauet. That’s all we ask of him.

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