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The differences between the two American chains might appear to be minor, but in fact they help to explain exactly what weÍre doing when we walk into a fast food restaurant (if that description of those establishments isnÍt an oxymoron).

McDonald's, as the recent spectacular McLibel case in the UK has highlighted, target children. The red and yellow colour scheme, the Ronald McDonald advertising and the toadstool seats get kids to bully their parents into using McDonald's as a treat: ïIf youÍre very good, weÍll get you a cheeseburger and a milkshake.Í

Burger King on the other hand, aim at a more grown-up market. Their range of burgers is more adult - I can't imagine the kids going for a Mushroom Double Swiss - and their competitions offer more serious prizes. Compare Happy Meals toys with the high-end PowerBook that BK gave out recently as part of an Independence Day tie-in.

What about the ...