In my modest sized city of Victoria, McDonalds has opened 8 new outlets in the past 18 months. It might look like a success story, but it might also be a sign of a desperate attempt to saturate the market. All is not well in the world of McDonalds.

Concerned that customers might be getting a bit too health conscious, McDonalds is making some adjustments. They have cut trans fats from their cooking oil, for which I applaud them. A recent flyer delivered to my house reflected their desire to link their image to healthy, whole foods.

The inside of the flyer still featured 18 different burgers and sandwiches, but they did include the Whole Wheat Chicken McGrill (5.5 g of fat) and the McVeggie Burger (8.2 g of fat) from McDonalds new "Lighter Choices" menu. Like every other business McDonalds must still appeal to consumers. They will try and sell you high profit items such as pop, fries and burgers, but if sales slump they will quickly find ways of making money by selling you more nutritious products.

But if it's health that is your concern, rather than 30 second service or 'two for one' deals, maybe McDonalds is not the place to start.

According to the industry analyst firm Technomic, people "want to move beyond fast food, but still want their food fast." This has led to the growing category of 'fast casual' eating outlets, which often offer healthier food, at a slightly higher price in more salubrious surroundings than the average McDonalds. Following the 'if you can't beat them, buy them' philosophy, McDonalds has purchased a 33% interest in Pret A Manger, a controlling interest in Chipotle which sells fast, fresh Mexican cuisine and bought Boston Market out of bankruptcy. You might not have to pass through the Golden Arches, but if they have their way, and if you want to eat fast, McDonalds will somehow have their fingers in your pie (or your Asiago cheese and sourdough bread).

I overate, I'm overweight and I'll die
And blubber bellied cherubims will lift me up on high
The Pearly Gates will be padlocked and I'll turn and ask them why
They'll say, "Go through the Golden Arches to our franchise in the sky."
(Extract from one of Martin's unrecorded songs).

McGarbage?