1 00:00:46,481 --> 00:00:48,178 Good morning. 2 00:00:48,265 --> 00:00:49,962 Well, you know his name, you know his face, 3 00:00:50,050 --> 00:00:52,226 the director, producer, actor, and writer 4 00:00:52,313 --> 00:00:55,142 of the Academy Award nominee Best Documentary, "Super Size Me." 5 00:00:55,229 --> 00:00:58,406 Is there any props or anything I need to know about? Is it just you? 6 00:00:58,493 --> 00:00:59,755 Just me. 7 00:00:59,842 --> 00:01:01,670 Camera one, medium shot. 8 00:01:01,757 --> 00:01:03,106 -He's joining us live this morning. -Good morning. 9 00:01:03,193 --> 00:01:05,239 Good Morning. Thanks for being here. 10 00:01:05,326 --> 00:01:06,936 Well, there is a new restaurant to cluck about. 11 00:01:07,023 --> 00:01:08,807 It's going to be a chicken restaurant. 12 00:01:08,894 --> 00:01:11,332 Brought to Central Ohio by Morgan Spurlock. 13 00:01:11,419 --> 00:01:14,161 The star of the documentary "Super Size Me." 14 00:01:14,248 --> 00:01:16,467 Now he's opening his own restaurant, right here in Central Ohio. 15 00:01:16,554 --> 00:01:21,255 With new paint outside and brown paper covering whatever is going on inside. 16 00:01:21,342 --> 00:01:25,911 Is it possible that we are all subject to one giant prank? 17 00:01:25,998 --> 00:01:27,261 -You open tomorrow? -We open tomorrow, 18 00:01:27,348 --> 00:01:28,740 11 a.m. grand opening. 19 00:01:39,011 --> 00:01:40,839 Now, I know what you're thinking. 20 00:01:40,926 --> 00:01:44,060 How did a guy like me get into a business like this? 21 00:01:45,757 --> 00:01:49,718 Well, it all started when I received a very special email. 22 00:01:49,805 --> 00:01:52,808 "Hello, I'm reaching out from 72andSunny, 23 00:01:52,895 --> 00:01:55,854 the advertising agency for Carl's Jr. and Hardee's. 24 00:01:55,941 --> 00:01:58,814 We're exploring a concept for a script with Morgan Spurlock. 25 00:01:58,901 --> 00:02:02,861 He comes in one of our restaurants to expose us as a bad fast-food brand, 26 00:02:02,948 --> 00:02:06,474 then he discovers that we're actually doing a lot of great things; 27 00:02:06,561 --> 00:02:07,779 all-natural meat, 28 00:02:07,866 --> 00:02:09,346 made-from-scratch biscuits, 29 00:02:09,433 --> 00:02:10,782 hand-breaded chicken. 30 00:02:10,869 --> 00:02:13,307 So we're actually doing good for fast food. 31 00:02:13,394 --> 00:02:15,352 We'd love to know your thoughts." 32 00:02:15,439 --> 00:02:17,049 My thoughts are... 33 00:02:17,137 --> 00:02:18,877 you gotta be fucking kidding me. 34 00:02:21,141 --> 00:02:23,882 But it made me wonder, have things really changed? 35 00:02:23,969 --> 00:02:25,449 Welcome to Burger King. 36 00:02:25,536 --> 00:02:27,016 The new garden-fresh salads and wraps. 37 00:02:27,103 --> 00:02:28,713 Wendy's new black bean burger. 38 00:02:28,800 --> 00:02:30,280 Are things actually getting better? 39 00:02:30,367 --> 00:02:31,934 Has fast food gotten healthier? 40 00:02:32,021 --> 00:02:33,805 -Absolutely. -I think so. 41 00:02:33,892 --> 00:02:35,720 -I would say yes. -It's better for you and delicious. 42 00:02:35,807 --> 00:02:37,809 They wouldn't believe it's Taco Bell. 43 00:02:37,896 --> 00:02:40,421 With 44% Americans eating fast-food at least once a week, 44 00:02:40,508 --> 00:02:42,814 better would actually be pretty great. 45 00:02:42,901 --> 00:02:44,251 We got some new salads on the menu. 46 00:02:44,338 --> 00:02:45,861 Dressing on the side. 47 00:02:45,948 --> 00:02:48,603 Dressing on the side, that's not a problem. 48 00:02:48,690 --> 00:02:52,128 At the same time, it's not like Big Macs and Whoppers are suddenly off the menu. 49 00:02:52,215 --> 00:02:54,696 -Meechie, you want a Whopper? - Yeah, he wants one. 50 00:02:54,783 --> 00:02:57,438 But look... now they have kale. 51 00:02:57,525 --> 00:02:59,309 McDonald's to call on kale. 52 00:02:59,396 --> 00:03:00,658 They said they're getting kale. 53 00:03:00,745 --> 00:03:01,746 -McDonald's? -Oh, yeah. 54 00:03:03,139 --> 00:03:04,967 The nation's obesity epidemic... 55 00:03:05,054 --> 00:03:07,317 The country's biggest health threat. 56 00:03:07,404 --> 00:03:11,103 A new study finds 2/3 of Americans are overweight or obese. 57 00:03:11,191 --> 00:03:13,541 So if we're not getting any healthier, 58 00:03:13,628 --> 00:03:15,673 has fast-food truly turned a corner? 59 00:03:15,760 --> 00:03:17,675 So much that they think a guy like me... 60 00:03:17,762 --> 00:03:20,591 You'll not talk to anybody. 61 00:03:20,678 --> 00:03:24,073 ...could actually be a spokesperson for a company like this? 62 00:03:24,160 --> 00:03:29,296 The most American Thick Burger, only at Carl's Jr. 63 00:03:29,383 --> 00:03:31,559 No, something's definitely not adding up. 64 00:03:31,646 --> 00:03:32,951 Mmm. 65 00:03:33,038 --> 00:03:34,866 To get to the bottom of it... 66 00:03:34,953 --> 00:03:36,564 -Would you like to supersize it tonight? -Oh, yes I would. 67 00:03:36,651 --> 00:03:38,957 ...I could go back on an all-fast-food diet. 68 00:03:40,176 --> 00:03:42,047 Oh, give me a minute. 69 00:03:42,134 --> 00:03:44,485 But something tells me this calls for a different approach. 70 00:03:44,572 --> 00:03:47,662 Better... New... Fresh... 71 00:03:49,620 --> 00:03:51,056 You see, my dad always told me 72 00:03:51,143 --> 00:03:53,233 if something seems too good to be true... 73 00:03:53,320 --> 00:03:55,017 it probably is. 74 00:03:55,104 --> 00:03:57,062 Now, if I've learned anything out of making a career 75 00:03:57,149 --> 00:03:58,977 out of questionable life choices it's that 76 00:03:59,064 --> 00:04:02,546 sometimes the only way to find the truth and solve a problem 77 00:04:02,633 --> 00:04:05,201 is to become a part of that problem. 78 00:04:18,040 --> 00:04:20,521 -Hey, man. -Morgan, how are you? 79 00:04:20,608 --> 00:04:23,350 -How are you? -Great to see you, looking great. 80 00:04:23,437 --> 00:04:26,831 -So, um, I had an idea. -Yes? Awesome. 81 00:04:26,918 --> 00:04:31,140 And I thought if anybody could kind of help me explore and figure out it would be you. 82 00:04:31,227 --> 00:04:34,665 -OK. Right. -'Cause you've had experience in the fast-food industry. 83 00:04:34,752 --> 00:04:37,233 So, um... 84 00:04:37,320 --> 00:04:39,931 -I want to start... -Mm-hmm. 85 00:04:40,018 --> 00:04:42,064 I want to start my own fast-food restaurant. 86 00:04:51,291 --> 00:04:53,902 - I want you to give me some advice. - OK. 87 00:04:53,989 --> 00:04:56,034 I want to open my own fast-food restaurant. 88 00:04:56,121 --> 00:04:58,167 -Yeah. 89 00:04:58,254 --> 00:04:59,342 Is that a fact? 90 00:05:01,039 --> 00:05:02,519 Wait, say that again. 91 00:05:02,606 --> 00:05:04,260 I want to open a fast-food restaurant. 92 00:05:04,347 --> 00:05:06,175 -You do? -Yes. 93 00:05:06,262 --> 00:05:08,699 So, do you think it's a, do you think I'd have a shot? 94 00:05:08,786 --> 00:05:11,223 I don't know if you can be able to season the food right 'cause you're not a chef. 95 00:05:11,311 --> 00:05:14,009 But I would make it a given, based on your integrity, 96 00:05:14,096 --> 00:05:16,359 that the quality of the food is gonna be spot on. 97 00:05:16,446 --> 00:05:18,187 You know, having done "Super Size Me," 98 00:05:18,274 --> 00:05:19,754 I think authenticity is everything. 99 00:05:19,841 --> 00:05:21,495 And I think honesty is everything. 100 00:05:21,582 --> 00:05:22,713 -OK. -Does that make sense to you? 101 00:05:22,800 --> 00:05:24,367 Yes. Yes. 102 00:05:24,454 --> 00:05:26,456 Tell me what kind of food you think it would be. 103 00:05:26,543 --> 00:05:27,718 Um... 104 00:05:27,805 --> 00:05:30,373 -Pizza, salad. -Um... 105 00:05:30,460 --> 00:05:32,767 Vegetables, grain bowls, 106 00:05:32,854 --> 00:05:35,335 Mediterranean. What do you want to do? 107 00:05:35,422 --> 00:05:36,727 What is it gonna be? 108 00:05:36,814 --> 00:05:38,903 -It better be good. 109 00:05:38,990 --> 00:05:41,428 - Hey, I know it won't be easy. -You're crazy. 110 00:05:41,515 --> 00:05:43,908 But it's not like Little Caesars was built in a day. 111 00:05:43,995 --> 00:05:46,433 - Pizza! Pizza! -And these guys do have a point. 112 00:05:46,520 --> 00:05:49,914 Customers will come to my restaurant with certain expectations. 113 00:05:50,001 --> 00:05:53,222 Expectations like honesty and integrity. 114 00:05:53,309 --> 00:05:56,530 So in today's world, what does integrity even taste like? 115 00:05:58,401 --> 00:06:01,143 -Does it taste like a burger? - The Baconator. 116 00:06:01,230 --> 00:06:04,755 After all, with the rise of Shake Shack, Smash Burger, and Five Guys, 117 00:06:04,842 --> 00:06:07,149 burgers are a pretty good business. 118 00:06:07,236 --> 00:06:10,805 But at the same time, no one's claiming burgers are suddenly good for you. 119 00:06:11,893 --> 00:06:13,547 So what is healthier? 120 00:06:13,634 --> 00:06:15,592 What's different? 121 00:06:15,679 --> 00:06:18,073 What's a blank canvas? 122 00:06:18,160 --> 00:06:20,162 Something familiar but unassuming. 123 00:06:20,249 --> 00:06:23,644 Something common but still packed with delicious potential. 124 00:06:24,949 --> 00:06:26,951 Something like... 125 00:06:27,038 --> 00:06:28,431 -...chicken. 126 00:06:28,518 --> 00:06:30,607 ♪ Hallelujah! Hallelujah! ♪ 127 00:06:31,826 --> 00:06:33,567 Right now, at any given time, 128 00:06:33,654 --> 00:06:36,526 there's over 20 billion chickens clucking around the globe. 129 00:06:36,613 --> 00:06:39,224 That's more than three chickens to every human on Earth, 130 00:06:39,311 --> 00:06:42,184 making it the most farmed animal on the planet. 131 00:06:42,271 --> 00:06:44,316 Wendy's, McDonald's, and Chick-fil-A 132 00:06:44,404 --> 00:06:48,495 all go through 1.4 billion pounds of chicken per year alone. 133 00:06:48,582 --> 00:06:51,411 That's 3.7 million pounds per day 134 00:06:51,498 --> 00:06:54,588 and 43 pounds of chicken per second. 135 00:06:54,675 --> 00:06:57,286 But most importantly, chicken is a lean meat. 136 00:06:57,373 --> 00:06:59,767 It's accessible, affordable, 137 00:06:59,854 --> 00:07:03,161 and if any fast food could be considered healthy, 138 00:07:03,248 --> 00:07:04,598 it has to be chicken. 139 00:07:05,207 --> 00:07:07,165 Mm-hmm. 140 00:07:07,252 --> 00:07:08,602 Chicken's a wonderful product. 141 00:07:08,689 --> 00:07:10,212 It's not a bad idea. 142 00:07:10,299 --> 00:07:11,561 It's gonna be healthier. 143 00:07:11,648 --> 00:07:13,345 -It's an inexpensive food. -Yeah. 144 00:07:13,433 --> 00:07:15,086 Matter of fact, we are more likely to eat chicken 145 00:07:15,173 --> 00:07:17,045 than we are to eat beef, a beef-based product. 146 00:07:17,132 --> 00:07:19,134 Chicken overtook it a couple of years ago 147 00:07:19,221 --> 00:07:21,049 in--in--in its importance to our diet. 148 00:07:21,136 --> 00:07:22,833 How many people are doing better chicken? 149 00:07:22,920 --> 00:07:25,183 I feel like I haven't seen-- I've seen better burgers, 150 00:07:25,270 --> 00:07:26,881 but I haven't seen a lot of better chicken. 151 00:07:26,968 --> 00:07:29,710 There's a chain in this country, Chick-fil-A, 152 00:07:29,797 --> 00:07:31,668 who is doing fantastic. 153 00:07:31,755 --> 00:07:34,758 -Yeah. -Fantastic! And what are they doing? 154 00:07:34,845 --> 00:07:36,934 -Selling chicken. -As? 155 00:07:37,021 --> 00:07:39,546 -As a sandwich. -As a sandwich. 156 00:07:39,633 --> 00:07:43,158 In fact, the chicken sandwich is slowly becoming the new burger. 157 00:07:43,245 --> 00:07:44,768 -Sandwiches. -Sandwiches. 158 00:07:44,855 --> 00:07:46,814 That's--we love-- 159 00:07:46,901 --> 00:07:49,686 the number one food eaten in this country is a sandwich. 160 00:07:49,773 --> 00:07:52,341 -Not chicken on a bone? -No, no, no. It's inconvenient. 161 00:07:52,428 --> 00:07:53,864 -Messy. -Exactly. 162 00:07:53,951 --> 00:07:55,387 And what's the beauty of a sandwich? 163 00:07:55,475 --> 00:07:57,651 Yeah. I can drive and eat it. 164 00:07:57,738 --> 00:07:59,522 -It's very portable. -Right. 165 00:07:59,609 --> 00:08:00,784 We like sandwiches. 166 00:08:00,871 --> 00:08:02,743 -Yeah. 167 00:08:02,830 --> 00:08:04,658 So, what advice would you give me now, 168 00:08:04,745 --> 00:08:08,226 as I'm going down the path of starting my own restaurant? 169 00:08:08,313 --> 00:08:10,098 My advice to you would be, 170 00:08:10,185 --> 00:08:12,230 you can't just have the same sandwich everybody else has. 171 00:08:12,317 --> 00:08:14,058 -Right. -You have to give me... 172 00:08:14,145 --> 00:08:16,017 some reason why this one is different. 173 00:08:16,104 --> 00:08:17,366 Yeah. 174 00:08:18,759 --> 00:08:20,325 Harry's right. 175 00:08:20,412 --> 00:08:22,327 -For every successful Big Mac... - Big Mac. 176 00:08:22,414 --> 00:08:25,505 ...there's been an equally unsuccessful Bell Beefer, 177 00:08:25,592 --> 00:08:27,811 The short-lived Wendy's Frescata, 178 00:08:27,898 --> 00:08:29,378 And, of course... 179 00:08:29,900 --> 00:08:31,075 McPizza. 180 00:08:31,162 --> 00:08:32,903 McDonald's Pizza. 181 00:08:32,990 --> 00:08:33,991 So how does a highly competitive industry 182 00:08:34,078 --> 00:08:35,558 design the perfect sandwich? 183 00:08:35,645 --> 00:08:37,560 You know, a sandwich isn't just a sandwich. 184 00:08:37,647 --> 00:08:39,910 Everyone has--there's so many choices out there. 185 00:08:39,997 --> 00:08:41,608 So why should someone pick you? 186 00:08:41,695 --> 00:08:43,218 There are consultants... 187 00:08:43,305 --> 00:08:44,959 What makes you amazing? 188 00:08:45,046 --> 00:08:46,264 Strategists... 189 00:08:46,351 --> 00:08:48,005 Is it the product? Is it the place? 190 00:08:48,092 --> 00:08:49,703 Is it the way that it's ordered? 191 00:08:49,790 --> 00:08:51,008 Food is an experience. 192 00:08:51,095 --> 00:08:52,444 If you could pick at least three. 193 00:08:52,532 --> 00:08:53,620 I think it's real. 194 00:08:53,707 --> 00:08:55,186 Fun. Trendsetting. 195 00:08:55,273 --> 00:08:56,840 But I think it's provocative. 196 00:08:56,927 --> 00:08:58,581 It's exciting, but it's gonna be a big task. 197 00:08:58,668 --> 00:09:01,192 -I mean, it's fiercely competitive. -Yeah. 198 00:09:01,279 --> 00:09:02,716 But most importantly, 199 00:09:02,803 --> 00:09:04,935 there are companies like CCD Innovation. 200 00:09:05,022 --> 00:09:06,589 CCD Innovation. 201 00:09:06,676 --> 00:09:08,156 -Hey, it's Morgan Spurlock. 202 00:09:08,243 --> 00:09:09,766 -I'm Christine -Great to see you. 203 00:09:09,853 --> 00:09:11,942 -Pleasure to meet you. -Kimberly. Welcome. 204 00:09:12,029 --> 00:09:14,205 OK, let's come this way. 205 00:09:14,292 --> 00:09:16,686 CCD Innovations has teams of chefs 206 00:09:16,773 --> 00:09:19,994 dedicated to creating some of the industry's most successful menu items. 207 00:09:20,081 --> 00:09:21,561 This is the kitchen. 208 00:09:21,648 --> 00:09:24,955 This is an artisanal pita with a spicy sauce. 209 00:09:25,042 --> 00:09:26,522 So I used a gluten-free waffle 210 00:09:26,609 --> 00:09:28,568 with maple syrup and bacon in the coating. 211 00:09:28,655 --> 00:09:30,134 I wanted to try corn flour. 212 00:09:30,221 --> 00:09:31,788 I finally centered on the crepe. 213 00:09:31,875 --> 00:09:35,052 The kitchen here, kitchen lab, frankly, 214 00:09:35,139 --> 00:09:38,665 is where we marry business strategy and culinary trends... 215 00:09:38,752 --> 00:09:40,362 Yeah. 216 00:09:40,449 --> 00:09:43,017 ...with culinary art and commercialization. 217 00:09:43,104 --> 00:09:45,062 So that's essentially what our company does. 218 00:09:45,149 --> 00:09:46,847 -Pickles and herbs. -Pumpkin seeds, chia seeds. 219 00:09:46,934 --> 00:09:48,631 Nostalgic breads. 220 00:09:48,718 --> 00:09:50,502 They are masters at forecasting market trends 221 00:09:50,590 --> 00:09:53,810 and coming up with menu items that customers crave. 222 00:09:53,897 --> 00:09:56,552 For example the Sriracha Burger from Jack in the Box. 223 00:09:56,639 --> 00:09:59,033 -Slew-racha. -No, Sri-ra-cha. 224 00:09:59,120 --> 00:10:01,992 We did the BK shots for Burger King. 225 00:10:02,079 --> 00:10:03,951 Oh, I just wanna squeeze 'em. 226 00:10:04,038 --> 00:10:06,083 And, in fact, we were the group that created the Gordita. 227 00:10:06,170 --> 00:10:07,737 Viva Gorditas. 228 00:10:09,826 --> 00:10:11,654 And this is why I'm here, 229 00:10:11,741 --> 00:10:14,004 because I need people who are infinitely smarter than me 230 00:10:14,091 --> 00:10:15,353 to help me figure this out. 231 00:10:15,440 --> 00:10:17,268 At least in that spot. 232 00:10:17,355 --> 00:10:19,531 Yeah, and who--who understand kind of what this business-- 233 00:10:19,619 --> 00:10:21,925 what it takes to actually be successful in this business. 234 00:10:22,012 --> 00:10:24,101 OK. So what is behind this for you? 235 00:10:24,188 --> 00:10:26,843 -Sure. -What's your inspiration? What's your motivation? 236 00:10:26,930 --> 00:10:28,889 You know, why are you wanting to do this? 237 00:10:28,976 --> 00:10:30,586 Yeah, well, I think... 238 00:10:30,673 --> 00:10:32,936 what I've seen in the last, you know, 12 years 239 00:10:33,023 --> 00:10:34,982 is there's been this big trend, 240 00:10:35,069 --> 00:10:38,115 this big push towards healthier fare, healthier options. 241 00:10:38,202 --> 00:10:40,727 And I said, if I'm gonna focus on something healthier 242 00:10:40,814 --> 00:10:44,165 I should already be focusing on the choices people are making, 243 00:10:44,252 --> 00:10:46,689 -which is chicken. -Chicken, exactly. 244 00:10:46,776 --> 00:10:49,083 So what is your home run for your restaurant? 245 00:10:49,170 --> 00:10:50,867 What's the home run? 246 00:10:50,954 --> 00:10:52,608 When the consumer walks away from the restaurant-- 247 00:10:52,695 --> 00:10:54,305 -They tell everybody about it. -What are they saying? 248 00:10:54,392 --> 00:10:56,525 It looks different than everything else. 249 00:10:56,612 --> 00:10:58,570 It tastes different than everything else. 250 00:10:58,658 --> 00:11:01,095 And people look at it, it's like, oh, I trust that guy. 251 00:11:01,182 --> 00:11:02,531 -That's someone like me. -Exactly. 252 00:11:02,618 --> 00:11:04,011 -And have a story. -Yeah. 253 00:11:04,098 --> 00:11:05,665 And most importantly, 254 00:11:05,752 --> 00:11:07,667 what does that mean from a food standpoint? 255 00:11:09,451 --> 00:11:11,801 Every good restaurant needs a story. 256 00:11:11,888 --> 00:11:13,629 Burger King has the Whopper. 257 00:11:14,412 --> 00:11:16,458 Wendy's has Dave Thomas. 258 00:11:16,545 --> 00:11:18,416 And Subway has... 259 00:11:18,503 --> 00:11:20,505 well, you know. 260 00:11:20,592 --> 00:11:22,203 But as important as good branding is... 261 00:11:22,290 --> 00:11:24,031 There's a lot of chicken to think about. 262 00:11:24,118 --> 00:11:25,641 ...I first need to figure out 263 00:11:25,728 --> 00:11:29,079 what type of chicken is and isn't selling. 264 00:11:29,166 --> 00:11:31,168 All right. So you're ready to do some eating? 265 00:11:31,255 --> 00:11:33,301 -I am so ready. -All right. 266 00:11:33,388 --> 00:11:34,955 Let's go look at some restaurants 267 00:11:35,042 --> 00:11:36,652 so that you can kind of get a sense 268 00:11:36,739 --> 00:11:37,697 of what's happening out there. 269 00:11:37,784 --> 00:11:39,220 Let's go. 270 00:11:39,307 --> 00:11:40,700 We are coming up to Chick-fil-A, 271 00:11:40,787 --> 00:11:42,963 a number one in customer satisfaction. 272 00:11:43,050 --> 00:11:45,008 Hmm, a regular and a spicy. 273 00:11:45,095 --> 00:11:46,793 -OK. -Perfect. 274 00:11:46,880 --> 00:11:49,099 There's something about this chicken... 275 00:11:49,186 --> 00:11:50,971 -I crave it. -Oh, yeah. 276 00:11:51,058 --> 00:11:52,668 What's this ingredient in here? 277 00:11:52,755 --> 00:11:54,104 It-it's MSG. 278 00:11:54,191 --> 00:11:56,150 They've got MSG in this. A lot. 279 00:11:56,237 --> 00:11:58,456 So part of the reason why this is the fastest growing chain 280 00:11:58,543 --> 00:12:00,197 is 'cause they're cracking us out on MSG. 281 00:12:00,284 --> 00:12:02,069 They are. 282 00:12:02,156 --> 00:12:03,984 Yeah. The other thing about Chick-fil-A is, um... 283 00:12:04,071 --> 00:12:06,073 you should just never go there with your gay husband. 284 00:12:06,160 --> 00:12:07,683 I know. 285 00:12:07,770 --> 00:12:08,902 I think if you're not gonna be inclusive, 286 00:12:08,989 --> 00:12:10,425 then you can fuck yourselves. 287 00:12:10,512 --> 00:12:11,861 That's a scientific point of view. 288 00:12:12,688 --> 00:12:15,169 Pulling in to Wendy's. 289 00:12:15,256 --> 00:12:16,823 Can I take your order? 290 00:12:16,910 --> 00:12:19,434 What's your most popular chicken sandwich? 291 00:12:20,348 --> 00:12:21,741 -The Spicy? -Yeah. 292 00:12:21,828 --> 00:12:23,525 And what's the healthiest chicken sandwich? 293 00:12:24,656 --> 00:12:25,962 Mm. 294 00:12:27,268 --> 00:12:29,139 It's like somebody cleaned the grill 295 00:12:29,226 --> 00:12:30,924 with, like, cleaning solvent. 296 00:12:31,011 --> 00:12:33,187 You ever melt Styrofoam? 297 00:12:33,274 --> 00:12:36,059 Oh, research. That's what this is. 298 00:12:36,146 --> 00:12:39,106 -A little 7-Eleven? -Awesomeness guaranteed. 299 00:12:39,193 --> 00:12:40,716 Let's take a look. 300 00:12:40,803 --> 00:12:42,544 That's like an unfortunate colored sauce. 301 00:12:42,631 --> 00:12:44,894 -Oh, that's the signature sauce. -Oh, that's the signature sauce. 302 00:12:44,981 --> 00:12:47,331 I've got a new baby that's putting that in his diaper every night. 303 00:12:47,418 --> 00:12:49,986 -Right there. Let's go. 304 00:12:50,073 --> 00:12:51,901 OK, so off to Organic Coup. 305 00:12:51,988 --> 00:12:53,816 Hey, how are ya? 306 00:12:53,903 --> 00:12:55,818 And this is all about organic through and through. 307 00:12:55,905 --> 00:12:58,255 You get, like, this real barn farm. 308 00:12:59,735 --> 00:13:01,041 I know, right? 309 00:13:01,128 --> 00:13:02,912 - $400. - No. 310 00:13:02,999 --> 00:13:06,437 -I feel like organic's gonna be too expensive. -Yeah. 311 00:13:06,524 --> 00:13:09,092 -Oh, fried chicken. - Three piece dinner. 312 00:13:09,179 --> 00:13:10,311 Awesome. 313 00:13:11,747 --> 00:13:13,575 Here's a chicken leg for you. 314 00:13:13,662 --> 00:13:14,881 So-- 315 00:13:16,360 --> 00:13:17,797 We are going to Bakesale Betty's, 316 00:13:17,884 --> 00:13:19,711 and the line's out the street. 317 00:13:19,799 --> 00:13:21,235 So this is the whole menu? 318 00:13:21,322 --> 00:13:22,932 Buttermilk fried chicken and coleslaw sandwich. 319 00:13:23,019 --> 00:13:24,629 And where do the chickens come from? 320 00:13:24,716 --> 00:13:26,327 -They're free-range. -OK. 321 00:13:26,414 --> 00:13:27,937 What does--what does free-range mean? 322 00:13:28,024 --> 00:13:29,852 I'm not sure what that means. I should know. 323 00:13:29,939 --> 00:13:31,158 Yeah. 324 00:13:31,245 --> 00:13:33,160 That's a good-looking sandwich. 325 00:13:33,900 --> 00:13:35,118 Ooh. 326 00:13:35,205 --> 00:13:36,163 Mm-hmm. Oh. 327 00:13:36,250 --> 00:13:37,468 Mmm. 328 00:13:37,555 --> 00:13:39,296 Oh, yeah. 329 00:13:39,383 --> 00:13:42,212 Hey, what's the healthiest sandwich you guys got? 330 00:13:42,299 --> 00:13:44,345 And then what's the most popular sandwich? 331 00:13:49,306 --> 00:13:51,874 So this is the Burger King most popular sandwich, 332 00:13:51,961 --> 00:13:53,310 breaded, fried. 333 00:13:53,745 --> 00:13:54,834 Mm. 334 00:13:54,921 --> 00:13:56,792 Ground up chicken bits inside. 335 00:13:56,879 --> 00:13:59,926 All I can say is this place is called Burger King for a reason. 336 00:14:01,231 --> 00:14:02,363 Oh, look, it's hollow. 337 00:14:04,582 --> 00:14:06,280 You can actually put it on like a mitt. 338 00:14:13,722 --> 00:14:15,680 You should not be able to do this with a chicken sandwich. 339 00:14:16,986 --> 00:14:19,119 Come on down to Burger King. 340 00:14:19,206 --> 00:14:21,034 Get yourself a Chicken Mitt. 341 00:14:21,121 --> 00:14:22,426 Nom, nom, nom, nom, nom. 342 00:14:24,646 --> 00:14:26,517 So we've eaten... 343 00:14:26,604 --> 00:14:28,824 -I don't know how many calories of chicken. -A lot. 344 00:14:28,911 --> 00:14:30,478 A lot. 345 00:14:30,565 --> 00:14:32,654 So now we have to work on honing in your vision. 346 00:14:32,741 --> 00:14:33,742 Yes. 347 00:14:33,829 --> 00:14:35,875 The hard part is, 348 00:14:35,962 --> 00:14:37,702 you want to provide healthy options, but at the end of the day, 349 00:14:37,789 --> 00:14:39,966 the healthy options aren't what's keeping the lights on. 350 00:14:40,053 --> 00:14:42,882 Right. So this is this kind of conundrum. 351 00:14:42,969 --> 00:14:45,493 Grilled chicken sandwiches, which are the healthier version... 352 00:14:45,580 --> 00:14:48,148 -Yeah. -...are declining. 353 00:14:48,235 --> 00:14:51,020 And I agree that grilled chicken sandwiches are... 354 00:14:51,107 --> 00:14:52,630 ultimately boring. 355 00:14:52,717 --> 00:14:54,632 Right. And fried chicken sandwiches are growing. 356 00:14:54,719 --> 00:14:57,287 -Yeah. -You know, consumers crave this food. 357 00:14:57,374 --> 00:14:59,550 They're not willing to sacrifice the taste. 358 00:14:59,637 --> 00:15:02,423 But there's this interesting shifting definition of health, 359 00:15:02,510 --> 00:15:05,905 so it's not necessarily 100% healthy for you. 360 00:15:05,992 --> 00:15:07,950 It may be bad for you, it's fried, 361 00:15:08,037 --> 00:15:10,300 but it's got some vegetables in it, so you feel better about it. 362 00:15:10,387 --> 00:15:12,259 -So it's a perception. -It's the perception. 363 00:15:12,346 --> 00:15:14,739 Then I should play into that as much as I can. 364 00:15:14,826 --> 00:15:16,176 Yes. 365 00:15:16,263 --> 00:15:17,786 It should feel like healthier food. 366 00:15:17,873 --> 00:15:19,266 My sense is you've gotta start with the chicken. 367 00:15:19,353 --> 00:15:21,181 -Hmm. -Right? 368 00:15:21,268 --> 00:15:23,096 I mean, how do you feel about... 369 00:15:23,183 --> 00:15:25,533 having your own chickens? 370 00:15:25,620 --> 00:15:29,145 That you raise, that you know what their life has been like, 371 00:15:29,232 --> 00:15:31,191 before, you know, we eat 'em. 372 00:15:31,278 --> 00:15:33,193 Sort of a farm to table sort of a feel. 373 00:15:33,280 --> 00:15:35,412 'Cause no fast-food place is doing that. 374 00:15:35,499 --> 00:15:37,675 These people are still getting their chickens from someone else. 375 00:15:37,762 --> 00:15:40,722 And if I can have the farm that brings the chickens to the restaurant, 376 00:15:40,809 --> 00:15:42,724 that's a good story. 377 00:15:42,811 --> 00:15:44,856 -So, a chicken farmer. -Go forth and find your chickens. 378 00:15:46,597 --> 00:15:49,861 Take a step towards your future today. 379 00:15:52,081 --> 00:15:53,996 Farming, like any other market, 380 00:15:54,083 --> 00:15:56,172 is taking pride in your work, doing all that you can 381 00:15:56,259 --> 00:15:58,609 to provide the best environment that we can for those birds. 382 00:16:00,307 --> 00:16:02,309 I think Perdue cares about people 383 00:16:02,396 --> 00:16:06,182 as well as they care about the chickens. 384 00:16:06,269 --> 00:16:09,359 We're very fortunate to have a relationship with family farmers, 385 00:16:09,446 --> 00:16:11,927 and we feed a lot of people over the world. 386 00:16:12,014 --> 00:16:14,277 Today, chicken is a $48 billion industry. 387 00:16:16,279 --> 00:16:17,759 With so much demand, 388 00:16:17,846 --> 00:16:19,195 you'd think getting just a few thousand birds 389 00:16:19,282 --> 00:16:21,241 and a farm would be easy. 390 00:16:24,548 --> 00:16:26,811 Uh, hello. I was hoping I could speak to someone 391 00:16:26,898 --> 00:16:29,292 about getting some chickens. 392 00:16:30,641 --> 00:16:32,121 Getting some chickens? 393 00:16:32,208 --> 00:16:34,689 -Yes, sir. -Um... 394 00:16:34,776 --> 00:16:36,560 Uh... I don't know about that. 395 00:16:38,214 --> 00:16:39,911 Thank you for calling Perdue. 396 00:16:39,999 --> 00:16:41,913 Hey, uh, I'm trying to, uh, get in touch with somebody 397 00:16:42,001 --> 00:16:43,567 about getting some chickens. 398 00:16:43,654 --> 00:16:45,830 We don't sell our chickens. 399 00:16:45,917 --> 00:16:47,441 I'm trying to get some chicks. 400 00:16:47,528 --> 00:16:49,573 Let me transfer you to security. 401 00:16:51,880 --> 00:16:54,796 We don't give chicks to other than Tyson growers. 402 00:16:54,883 --> 00:16:56,928 OK. Would you happen to know a place? 403 00:16:57,016 --> 00:16:58,800 I sure do not. 404 00:17:00,410 --> 00:17:03,022 But the same way there's Big Oil and Big Tobacco, 405 00:17:03,109 --> 00:17:06,547 for poultry, there's Big Chicken. 406 00:17:06,634 --> 00:17:10,986 Big Chicken produces over 99% of all the poultry consumed in the U.S., 407 00:17:11,073 --> 00:17:15,208 most of which is supplied by only five vertically integrated corporations. 408 00:17:15,295 --> 00:17:17,166 Tyson, Pilgrim's, 409 00:17:17,253 --> 00:17:21,214 Sanderson Farms, Koch Foods, and Perdue. 410 00:17:21,301 --> 00:17:24,652 And these five companies control practically everything. 411 00:17:25,522 --> 00:17:27,611 From the breeder farms, 412 00:17:27,698 --> 00:17:29,657 to the egg hatcheries, 413 00:17:29,744 --> 00:17:31,659 the feed mills, 414 00:17:31,746 --> 00:17:33,922 grow-out conditions, 415 00:17:34,009 --> 00:17:35,837 and the processing plants. 416 00:17:35,924 --> 00:17:39,493 Big Chicken dictates almost every part of the process. 417 00:17:40,407 --> 00:17:42,104 Look at it this way. 418 00:17:42,191 --> 00:17:44,498 The next time you're wondering which came first, 419 00:17:44,585 --> 00:17:45,760 the chicken or the egg? 420 00:17:45,847 --> 00:17:48,284 Turns out it's Big Chicken. 421 00:17:49,503 --> 00:17:51,026 Here's how it works. 422 00:17:51,113 --> 00:17:54,116 We will provide the birds, the feed. 423 00:17:54,203 --> 00:17:55,204 OK. 424 00:17:55,291 --> 00:17:56,684 You as a grower, 425 00:17:56,771 --> 00:17:58,686 you'll be responsible for all the costs 426 00:17:58,773 --> 00:18:01,254 associated with the building, the land, 427 00:18:01,341 --> 00:18:03,821 plus the, uh, utility costs, and the labor. 428 00:18:03,908 --> 00:18:06,259 OK. Like, how much is the costs for one house? 429 00:18:06,346 --> 00:18:08,522 I would recommend starting out with four. 430 00:18:08,609 --> 00:18:10,480 That's a million six. 431 00:18:11,220 --> 00:18:12,700 Um, OK. 432 00:18:12,787 --> 00:18:14,397 The standard is going to be an 80/20 loan. 433 00:18:21,361 --> 00:18:24,625 I believe there's another place in Bowling Green, Kentucky. 434 00:18:24,712 --> 00:18:26,583 One second, I'm sorry. I'm just writing this down. 435 00:18:29,978 --> 00:18:32,415 Thank you for calling Live Oak Bank 436 00:18:32,502 --> 00:18:34,548 -This is Josh. -Hey, Josh, how are you doing? 437 00:18:34,635 --> 00:18:36,680 I'm a first-time chicken grower 438 00:18:36,767 --> 00:18:38,987 I just wanted to call about getting a loan for my chicken farm. 439 00:18:39,074 --> 00:18:40,554 OK. What's your name? 440 00:18:40,641 --> 00:18:41,642 Morgan. 441 00:18:41,729 --> 00:18:42,817 Mm-hmm. 442 00:18:42,904 --> 00:18:45,602 Spurlock. S-P-U-R-L-O-C-K. 443 00:18:47,561 --> 00:18:49,606 Are you a filmmaker? 444 00:18:49,693 --> 00:18:52,261 Am I a filmmaker? Yeah, and a chicken farmer. 445 00:18:54,524 --> 00:18:56,135 Well, are you the documentary filmmaker? 446 00:18:56,657 --> 00:18:57,875 I-I am. 447 00:18:59,877 --> 00:19:03,316 Gotcha. Give me a little bit of time here, and I'll give you a call back. 448 00:19:03,403 --> 00:19:05,753 Clearly, if I'm going to do this... 449 00:19:05,840 --> 00:19:07,407 God, damn it. 450 00:19:07,494 --> 00:19:10,236 I'll need to find a way around Big Chicken. 451 00:19:11,846 --> 00:19:13,935 Out of business. 452 00:19:14,022 --> 00:19:17,852 But finding an independent hatchery is easier said than done. 453 00:19:17,939 --> 00:19:20,420 How many birds do you need? 454 00:19:20,507 --> 00:19:22,422 How many birds could I get? 455 00:19:22,509 --> 00:19:24,467 Murray McMurray is one of the few remaining 456 00:19:24,554 --> 00:19:26,817 independent hatcheries in the U.S. 457 00:19:26,904 --> 00:19:29,255 They've been hatching chickens for over a century, 458 00:19:29,342 --> 00:19:32,345 and offer over 100 different varieties of birds. 459 00:19:32,432 --> 00:19:35,522 But today, I'm all about the broilers. 460 00:19:35,609 --> 00:19:37,567 Also known as meat chickens. 461 00:19:37,654 --> 00:19:41,397 Also known as the most popular chicken on earth. 462 00:20:58,431 --> 00:20:59,997 Your chicks are in here. 463 00:21:04,393 --> 00:21:06,177 Look at you, you're out. 464 00:21:09,224 --> 00:21:11,835 Aww, good job. 465 00:21:11,922 --> 00:21:13,315 Good job getting out. 466 00:21:14,098 --> 00:21:15,274 Happy birthday! 467 00:21:19,800 --> 00:21:23,325 In six weeks, these guys will be ready for the dinner plate. 468 00:21:23,934 --> 00:21:25,371 Wow. 469 00:21:25,458 --> 00:21:27,634 Let's go meet your friends. 470 00:21:27,721 --> 00:21:31,290 This little guy, he's just one of more than 9 billion broiler chicks 471 00:21:31,377 --> 00:21:32,726 hatched in the U.S. each year. 472 00:21:32,813 --> 00:21:34,293 Come here. 473 00:21:34,380 --> 00:21:36,338 Their sole purpose in life is to grow fast 474 00:21:36,425 --> 00:21:37,905 and to get in our bellies. 475 00:21:37,992 --> 00:21:39,776 -That is so incredible. 476 00:21:39,863 --> 00:21:41,125 Your birds are in here. 477 00:21:41,212 --> 00:21:43,432 Oh, man! That is a lot of chicken. 478 00:21:43,519 --> 00:21:44,781 Look at all my guys! 479 00:21:44,868 --> 00:21:46,000 Holy cow. 480 00:21:46,087 --> 00:21:47,610 These are Ross crosses, 481 00:21:47,697 --> 00:21:49,960 large, double breast, fast-growing breed. 482 00:21:50,047 --> 00:21:51,484 Any other kind of fast-food restaurant, 483 00:21:51,571 --> 00:21:53,181 they'd have these same kind of chickens. 484 00:21:53,268 --> 00:21:54,574 They would have the same kind. 485 00:21:54,661 --> 00:21:55,879 And if you go to the grocery store, 486 00:21:55,966 --> 00:21:57,794 this is what you would be buying. 487 00:21:57,881 --> 00:21:59,753 They're especially bred for the meat. 488 00:21:59,840 --> 00:22:01,929 These chicks are the result of 70 years 489 00:22:02,016 --> 00:22:04,932 of cutting-edge scientific research and selective breeding. 490 00:22:05,019 --> 00:22:06,020 It's like Easter. 491 00:22:09,937 --> 00:22:11,678 What did the time to market used to be? 492 00:22:11,765 --> 00:22:13,767 -Sixteen, twenty weeks. -Wow. 493 00:22:13,854 --> 00:22:16,073 From 20 weeks to 6 weeks. 494 00:22:16,160 --> 00:22:17,858 Just selective breeding. 495 00:22:17,945 --> 00:22:20,774 Over the years, they keep breeding a day off every year, 496 00:22:20,861 --> 00:22:22,732 and they just keep bringing it down and down. 497 00:22:22,819 --> 00:22:24,865 That's incredible. 498 00:22:24,952 --> 00:22:27,215 And while society continues to strive for gender equality... 499 00:22:27,302 --> 00:22:29,391 We'll get set up to sex these birds. 500 00:22:29,478 --> 00:22:32,525 ...with Big Chicken, it still pays to be a man. 501 00:22:32,612 --> 00:22:34,004 Because the males grow faster. 502 00:22:34,091 --> 00:22:36,224 And faster means more money. 503 00:22:36,311 --> 00:22:38,531 So, if I want to get more bang for my chicken buck, 504 00:22:38,618 --> 00:22:40,228 I want to get more male chickens. 505 00:22:40,315 --> 00:22:41,229 Correct. 506 00:22:59,856 --> 00:23:01,423 This is the Marek's vaccinator. 507 00:23:02,946 --> 00:23:05,645 The piston here will push this hypodermic needle-- 508 00:23:05,732 --> 00:23:07,560 -Just like that, right? -There you go. 509 00:23:07,647 --> 00:23:09,649 -Have you ever been poked by that? -Yes, it hurts. 510 00:23:11,302 --> 00:23:13,174 One down. 511 00:23:13,261 --> 00:23:16,307 So we hear a lot about birds that are pumped full of hormones. 512 00:23:16,395 --> 00:23:18,092 You know, most of that is a myth. 513 00:23:18,179 --> 00:23:19,267 OK. 514 00:23:19,354 --> 00:23:20,747 These chickens grow fast enough 515 00:23:20,834 --> 00:23:22,923 -the way they are naturally... -Yeah. 516 00:23:23,010 --> 00:23:25,273 ...that they don't need those hormones. 517 00:23:26,883 --> 00:23:28,319 2,600 chickens. 518 00:23:28,407 --> 00:23:30,191 You're now an official chicken farmer. 519 00:23:30,278 --> 00:23:31,192 Awesome. 520 00:23:31,279 --> 00:23:32,454 Thank you so much. 521 00:23:34,369 --> 00:23:37,981 Hi, let's talk about being outside today. 522 00:23:38,068 --> 00:23:40,941 It's going to be a really nice afternoon, 523 00:23:41,028 --> 00:23:42,856 lots of sunshine is coming our way. 524 00:23:42,943 --> 00:23:45,859 It's gonna be a beautiful day with a high near 81 degrees. 525 00:23:45,946 --> 00:23:47,469 Might end up with a quick shower, 526 00:23:47,556 --> 00:23:49,950 but 78 on Friday, and 80's again rest of week. 527 00:23:50,037 --> 00:23:54,041 ♪ Ain't gonna do no plowing ♪ 528 00:23:55,172 --> 00:23:58,567 ♪ Ain't gonna plant no seed ♪ 529 00:24:00,090 --> 00:24:03,616 ♪ Ain't gonna feed no chicken... ♪ 530 00:24:06,488 --> 00:24:10,797 Jonathan Buttram is the president of the Alabama Poultry Growers Association. 531 00:24:10,884 --> 00:24:12,842 With 38 years in the industry, 532 00:24:12,929 --> 00:24:15,541 Jonathan, his wife Connie, and their son Zack 533 00:24:15,628 --> 00:24:18,761 have grown for several of the biggest poultry companies in the country. 534 00:24:18,848 --> 00:24:22,199 Jonathan has agreed to rent me one of his 14 grow houses 535 00:24:22,286 --> 00:24:25,464 and help me raise my chickens. 536 00:24:25,551 --> 00:24:28,728 ♪ Ain't gonna spread no seed ♪ 537 00:24:29,555 --> 00:24:30,730 How you doing? 538 00:24:31,165 --> 00:24:32,383 Hey. 539 00:24:32,471 --> 00:24:34,124 Jonathan Buttram, nice to meet you. 540 00:24:34,211 --> 00:24:35,952 John, absolute pleasure, man. Thank you so much. 541 00:24:36,039 --> 00:24:37,301 -Great to meet you. -Great to see you face-to-face. 542 00:24:37,388 --> 00:24:38,868 You look like a country boy. 543 00:24:38,955 --> 00:24:40,740 I'm--I'm a hillbilly, it's what happens. 544 00:24:40,827 --> 00:24:42,742 When you're from West Virginia you don't have a choice. 545 00:24:42,829 --> 00:24:45,396 Exactly. If you're from West Virginia you don't have a choice. 546 00:24:56,103 --> 00:24:57,626 This is a big space. 547 00:24:57,713 --> 00:24:59,323 This is gonna be home base for my chickens? 548 00:24:59,410 --> 00:25:01,151 This is home base for your chickens. 549 00:25:01,238 --> 00:25:03,023 That's fantastic. 550 00:25:03,110 --> 00:25:04,938 We think you're gonna do great here. 551 00:25:11,335 --> 00:25:13,033 You're home! 552 00:25:13,990 --> 00:25:17,037 Home! 553 00:25:17,124 --> 00:25:19,605 -Right over here? -Yeah, we want it that side of the water line. 554 00:25:19,692 --> 00:25:20,693 OK. 555 00:25:21,781 --> 00:25:23,957 There you go! Yay! 556 00:25:24,044 --> 00:25:25,698 Home, home, home! 557 00:25:29,615 --> 00:25:31,660 Oh, so you're much less delicate than I was. 558 00:25:31,747 --> 00:25:34,184 That will actually stimulate 'em. 559 00:25:34,271 --> 00:25:36,012 -It will stimulate 'em? -Yeah. 560 00:25:52,942 --> 00:25:54,727 I really don't want to walk. 561 00:25:56,816 --> 00:25:58,208 Why are you guys chasing me? 562 00:25:58,295 --> 00:26:00,602 Oh, I'm your mama. Mama! 563 00:26:00,689 --> 00:26:02,909 This is where you gotta watch about stepping on 'em. Uh-oh. 564 00:26:02,996 --> 00:26:04,040 Holy cow. 565 00:26:08,175 --> 00:26:11,482 There are so many chickens in this place. 566 00:26:11,570 --> 00:26:12,658 Get out! Get out! Get out! 567 00:26:12,745 --> 00:26:13,876 They're, like, surrounding me. 568 00:26:13,963 --> 00:26:14,921 He's mama! 569 00:26:21,884 --> 00:26:23,930 Go, go, go, go, go! 570 00:26:27,890 --> 00:26:29,500 Last guy! You're home! 571 00:26:29,588 --> 00:26:30,676 Home, home, home! 572 00:26:30,763 --> 00:26:32,416 - Whoa. 573 00:26:32,503 --> 00:26:34,070 -Did y'all hear a pop? -Did you step on that guy? 574 00:26:34,157 --> 00:26:36,595 Yeah, he ran under my foot when I... 575 00:26:36,682 --> 00:26:38,422 Wow. 576 00:26:38,509 --> 00:26:40,555 So they're running under our feet, getting all around us. 577 00:26:40,642 --> 00:26:42,426 -Yeah. -It's really hard not to step on 'em. 578 00:26:42,513 --> 00:26:43,689 Right. 579 00:26:45,778 --> 00:26:47,823 Compared to most of the industry, 580 00:26:47,910 --> 00:26:50,043 my chicks had it pretty good. 581 00:26:50,130 --> 00:26:53,481 You see, most grow houses pack in more than ten times as many birds. 582 00:26:53,568 --> 00:26:56,223 That's less than one square foot for every chicken. 583 00:26:56,310 --> 00:26:58,791 So, in your new chicken house, how many chickens are in there? 584 00:26:58,878 --> 00:27:01,445 There's, uh, 28,000 in each chicken house. 585 00:27:01,532 --> 00:27:03,883 Six flocks a year, sometimes seven flocks. 586 00:27:03,970 --> 00:27:05,449 Wow. 587 00:27:05,536 --> 00:27:07,451 Now, I would love to show you what 28,000 chickens 588 00:27:07,538 --> 00:27:09,540 actually looks like, 589 00:27:09,628 --> 00:27:12,413 but Big Chicken locks their farmers into ironclad contracts 590 00:27:12,500 --> 00:27:16,722 which strictly prohibit outsiders, like me, from entering their grow house. 591 00:27:17,766 --> 00:27:21,422 So while I can show you this... 592 00:27:21,509 --> 00:27:24,033 for Jonathan's sake, I can't show you what's actually happening 593 00:27:24,120 --> 00:27:25,818 on the other side of these walls. 594 00:27:31,084 --> 00:27:33,521 It's about numbers for the industry. 595 00:27:33,608 --> 00:27:35,784 Getting the most amount of chickens grown out, 596 00:27:35,871 --> 00:27:37,438 in the smallest amount of space, 597 00:27:37,525 --> 00:27:39,570 for the least amount of money, 598 00:27:39,658 --> 00:27:41,398 so they can make the most amount of money. 599 00:27:41,485 --> 00:27:42,835 That's the secret. 600 00:27:43,879 --> 00:27:45,228 Hello, my chickens. 601 00:27:46,577 --> 00:27:48,841 I am your chicken father. 602 00:27:50,886 --> 00:27:53,672 This is going to be the best time for you guys. 603 00:27:53,759 --> 00:27:56,283 You have one job to do, now that you're here. 604 00:27:56,370 --> 00:27:57,676 That's right, you have one job. 605 00:27:57,763 --> 00:28:00,374 That's to eat as much as you can 606 00:28:00,461 --> 00:28:02,768 and do absolutely nothing. 607 00:28:02,855 --> 00:28:05,422 Are you guys excited? Who's excited? 608 00:28:08,208 --> 00:28:09,688 It's your daddy! 609 00:28:12,255 --> 00:28:14,649 The Beatles, this is how they must have felt. 610 00:28:25,529 --> 00:28:27,140 Now that my farm's up and running... 611 00:28:27,227 --> 00:28:28,924 OK, now we're going back the other way. 612 00:28:29,011 --> 00:28:31,013 ...I need to hunt down a restaurant location. 613 00:28:31,100 --> 00:28:33,146 Taco Bell, Papa Johns... 614 00:28:33,233 --> 00:28:34,756 Smashburger, McDonald's. 615 00:28:34,843 --> 00:28:36,845 Ooh, look at that Arby's. That's a fancy Arby's. 616 00:28:36,932 --> 00:28:39,543 And where better to do that than Columbus, Ohio? 617 00:28:39,630 --> 00:28:41,415 This is like fast-food strip right here. 618 00:28:41,502 --> 00:28:43,591 The test market capital of America. 619 00:28:43,678 --> 00:28:46,202 That's the first free-standing Chipotle I've ever seen in my life. 620 00:28:46,289 --> 00:28:47,900 See, Columbus has everything. 621 00:28:48,901 --> 00:28:50,337 -How you doing? -Hey. 622 00:28:50,424 --> 00:28:53,209 We've got freezers, coolers, Amish-built bar, 623 00:28:53,296 --> 00:28:54,689 music up here, and-- 624 00:28:54,776 --> 00:28:56,343 So has it been empty for two years? 625 00:28:56,430 --> 00:28:58,258 -Yeah. Yeah. -OK. 626 00:28:58,345 --> 00:29:01,261 So in an industry where most new restaurants don't last a year... 627 00:29:01,348 --> 00:29:03,916 -Um, it feels like it was a strip club. 628 00:29:04,003 --> 00:29:06,614 There's a dance floor over there. 629 00:29:06,701 --> 00:29:10,226 ...what's the secret sauce that fuels those lucky few to succeed? 630 00:29:10,313 --> 00:29:14,100 I love that they put a menu over another menu. 631 00:29:14,187 --> 00:29:20,280 For starters, they're probably offering food that customers actually want to eat. 632 00:29:20,367 --> 00:29:22,717 So, if you were gonna order a chicken sandwich, 633 00:29:22,804 --> 00:29:25,328 what type of chicken sandwich would you most likely order? 634 00:29:25,415 --> 00:29:26,677 It'd be a crispy chicken. 635 00:29:26,765 --> 00:29:27,896 Crispy, of course. 636 00:29:27,983 --> 00:29:29,289 Why a crispy chicken sandwich? 637 00:29:29,376 --> 00:29:30,769 It just tastes so good. 638 00:29:30,856 --> 00:29:32,248 It's got a nice spice to it. 639 00:29:32,335 --> 00:29:33,684 Are you gonna go grilled or you gonna go... 640 00:29:33,772 --> 00:29:34,729 Most likely fried. 641 00:29:34,816 --> 00:29:36,383 You know, I go to, uh, 642 00:29:36,470 --> 00:29:38,254 Kentucky Fried Chicken every once in a while. 643 00:29:38,341 --> 00:29:40,822 -Yeah. -And get a half a bucket and sit there, 644 00:29:40,909 --> 00:29:43,259 and the next thing I know, I-I shouldn't have did it. 645 00:29:43,346 --> 00:29:44,870 Right. 646 00:29:44,957 --> 00:29:46,349 See, we know we should probably get the grilled 647 00:29:46,436 --> 00:29:47,437 but we don't. Why? 648 00:29:47,524 --> 00:29:48,961 It doesn't taste as good. 649 00:29:49,048 --> 00:29:50,658 So in our brain we're telling ourselves 650 00:29:50,745 --> 00:29:52,573 we should order the grilled chicken sandwich, 651 00:29:52,660 --> 00:29:53,966 but our actions... 652 00:29:54,053 --> 00:29:55,358 Go the opposite direction. 653 00:29:55,445 --> 00:29:56,838 Yeah. Why is that? 654 00:29:56,925 --> 00:29:59,885 -I don't know. 655 00:29:59,972 --> 00:30:02,844 I think healthy food depends on the definition of health. 656 00:30:02,931 --> 00:30:04,324 What do you mean by that? 657 00:30:04,411 --> 00:30:06,979 So, we started to see health change 658 00:30:07,066 --> 00:30:09,677 and evolve based on health halos. 659 00:30:09,764 --> 00:30:12,071 What is a health halo? What's that mean? 660 00:30:12,158 --> 00:30:15,335 Well, a health halo is when there are terms associated with certain product 661 00:30:15,422 --> 00:30:17,990 that--that make it feel healthier. 662 00:30:18,077 --> 00:30:19,556 OK. So give me some examples. 663 00:30:19,643 --> 00:30:22,559 So examples would be "fresh" and "natural." 664 00:30:22,646 --> 00:30:25,171 Um, "hand-crafted" has become big. 665 00:30:25,258 --> 00:30:27,042 "Artisan." 666 00:30:27,129 --> 00:30:29,828 "Homemade," "scratch"-- things where consumers feel good 667 00:30:29,915 --> 00:30:31,655 about the food and the ingredients. 668 00:30:31,742 --> 00:30:33,440 Even when I deep-fry it? 669 00:30:33,527 --> 00:30:34,833 Even when you deep-fry it. 670 00:30:34,920 --> 00:30:36,356 That's incredible. 671 00:30:36,443 --> 00:30:39,533 The term "fried" has evolved to "crispy." 672 00:30:39,620 --> 00:30:42,492 -Fried has a very negative halo around it. -Right. 673 00:30:42,579 --> 00:30:44,538 -So let's talk about my restaurant. -OK. 674 00:30:44,625 --> 00:30:47,149 -Can it be fried and also be quality? -Sure. 675 00:30:47,236 --> 00:30:50,239 In fact, younger consumers see quality ingredients 676 00:30:50,326 --> 00:30:52,285 and transparency as better for them. 677 00:30:52,372 --> 00:30:55,679 So, for example, what are the additives, preservatives? 678 00:30:55,766 --> 00:30:57,116 Was it sustainably raised? 679 00:30:57,203 --> 00:30:59,596 -Was it free-range or cage free? -Right. 680 00:30:59,683 --> 00:31:02,077 This is what basically gives them their perception of health 681 00:31:02,164 --> 00:31:04,427 -that becomes their reality. -Yeah. 682 00:31:04,514 --> 00:31:07,039 But generally, they're led by indulgence and craveability, 683 00:31:07,126 --> 00:31:10,259 so when they go out, 90% plus of consumers 684 00:31:10,346 --> 00:31:12,435 are going after the fried or crispy food, 685 00:31:12,522 --> 00:31:13,959 versus the grilled. 686 00:31:14,046 --> 00:31:15,743 So how many fried chicken sandwiches 687 00:31:15,830 --> 00:31:17,876 are sold in the U.S. every single year? 688 00:31:21,705 --> 00:31:24,056 I would venture to say... 689 00:31:24,143 --> 00:31:26,623 it's close to a billion sandwiches. 690 00:31:27,842 --> 00:31:29,365 A billion chicken sandwiches a year? 691 00:31:29,452 --> 00:31:30,932 -Yeah. -Wow. 692 00:31:31,019 --> 00:31:33,021 So the fried chicken sandwich... 693 00:31:33,108 --> 00:31:34,414 It's a good business to be in. 694 00:31:34,501 --> 00:31:36,677 Yes, absolutely. 695 00:31:36,764 --> 00:31:39,201 When was the last time you ate a grilled chicken sandwich? 696 00:31:39,288 --> 00:31:40,811 -Probably never, man. 697 00:31:40,899 --> 00:31:42,813 I'm not gonna lie! Probably never. 698 00:31:42,901 --> 00:31:44,641 Anything that's healthy doesn't taste good. 699 00:31:44,728 --> 00:31:47,035 It's not, like, sizzling and making a pop sound, it's-- 700 00:31:47,122 --> 00:31:49,472 -I don't see myself eating it. -Yeah. 701 00:31:49,559 --> 00:31:52,301 So if everybody wants the fried sandwich... 702 00:31:52,388 --> 00:31:54,216 Take the fried, every time. 703 00:31:54,303 --> 00:31:56,392 -...and nobody wants the grilled sandwich... -Not me. 704 00:31:56,479 --> 00:31:59,004 But everybody wants the idea of getting something healthy, 705 00:31:59,091 --> 00:32:01,615 can you just kind of bring those two worlds together? 706 00:32:01,702 --> 00:32:06,707 Is there a way to make a healthy fried chicken sandwich? 707 00:32:08,230 --> 00:32:09,840 It's a grilled fried chicken! 708 00:32:09,928 --> 00:32:11,364 It's a grilled fried chicken. 709 00:32:11,451 --> 00:32:13,627 Well, actually this is a fried grilled chicken. 710 00:32:13,714 --> 00:32:16,325 You're gonna see fried grilled chicken and grilled fried chicken. 711 00:32:16,412 --> 00:32:19,633 So this one, we wanted to showcase the fried, then the grilling. 712 00:32:19,720 --> 00:32:20,939 Fried grilled chicken? 713 00:32:21,026 --> 00:32:22,288 -Yes. -Really? 714 00:32:22,375 --> 00:32:23,637 Yeah. 715 00:32:26,727 --> 00:32:29,208 -I encourage you to taste that. 716 00:32:29,295 --> 00:32:33,125 Remember that taste is a huge part of it. 717 00:32:33,212 --> 00:32:35,127 -Mm-hmm. -If it doesn't taste good, 718 00:32:35,214 --> 00:32:37,477 -you're not getting a business. -Hmm. 719 00:32:37,564 --> 00:32:42,656 But I mean, how can I present the fried grilled chicken sandwich as being... 720 00:32:43,352 --> 00:32:44,614 better for you. 721 00:32:44,701 --> 00:32:46,268 -Let's see what happens... -Yeah. 722 00:32:46,355 --> 00:32:47,922 ...and have a chef create one of those 723 00:32:48,009 --> 00:32:49,663 -and see what that's like. -Sure. 724 00:32:56,061 --> 00:32:58,280 So we have spicy mayonnaise. 725 00:32:58,367 --> 00:33:00,891 Health used to mean low fat, low calories... 726 00:33:00,979 --> 00:33:02,415 That's nice. 727 00:33:02,502 --> 00:33:04,678 And now, health is about what are the good things 728 00:33:04,765 --> 00:33:06,767 or the kinds of ingredients that you're using. 729 00:33:06,854 --> 00:33:09,248 And all those fresh green herbs 730 00:33:09,335 --> 00:33:11,163 -really do give a health halo. - Yeah. 731 00:33:11,250 --> 00:33:12,425 OK. 732 00:33:12,512 --> 00:33:13,817 Pickled vegetables. 733 00:33:13,904 --> 00:33:15,689 This is daikon, onion, and carrot. 734 00:33:18,648 --> 00:33:23,218 So they are fried in the potato and panko coating... 735 00:33:23,305 --> 00:33:25,177 and then they're grilling it in a Panini press. 736 00:33:28,571 --> 00:33:31,531 To make this fried chicken feel healthier, 737 00:33:31,618 --> 00:33:35,056 CCD is surrounding the meat with a halo of all natural, 738 00:33:35,143 --> 00:33:38,973 local, and artisanal homemade slaw and fresh green herbs. 739 00:33:39,060 --> 00:33:41,280 That combined with pressed-on grill marks 740 00:33:41,367 --> 00:33:44,979 at least gives the perception that this is a healthier chicken sandwich. 741 00:33:45,849 --> 00:33:47,416 But the big question... 742 00:33:47,503 --> 00:33:49,201 How does it taste? 743 00:33:49,288 --> 00:33:52,334 So we have the grilled crispy chicken. 744 00:33:52,421 --> 00:33:55,207 For this one, we increased the spice on the spicy mayo, 745 00:33:55,294 --> 00:33:57,557 and this one, we have a mustard sauce. 746 00:33:57,644 --> 00:33:58,862 -Great. -Are you ready to taste? 747 00:33:58,949 --> 00:34:00,560 -Yes, please. -Perfect. 748 00:34:00,647 --> 00:34:02,214 Here we go. 749 00:34:05,652 --> 00:34:07,741 We're actually gonna taste the mustard one first. 750 00:34:07,828 --> 00:34:10,396 Oh, man... the mustard sauce is good. 751 00:34:11,962 --> 00:34:13,877 Oh, my God. 752 00:34:13,964 --> 00:34:16,358 That's like one of the greatest things I've eaten in my life. 753 00:34:17,925 --> 00:34:19,187 That slaw pickle mix is really nice. 754 00:34:19,274 --> 00:34:21,015 All those fresh green herbs. 755 00:34:21,102 --> 00:34:23,365 -Yeah, that already looks like a healthy sandwich. -Mm-hmm. 756 00:34:23,452 --> 00:34:25,759 I'm wondering what isn't letting us get the grill marks. 757 00:34:25,846 --> 00:34:28,762 Our grill, our Panini press, if it burns it, 758 00:34:28,849 --> 00:34:31,025 just so you get the char marks, it's gonna overcook the chicken. 759 00:34:31,112 --> 00:34:33,419 See, the problem is I feel like we need grill marks on it 760 00:34:33,506 --> 00:34:35,682 to hammer home the healthful-looking sandwich. 761 00:34:35,769 --> 00:34:37,423 Mm-hmm. 762 00:34:37,510 --> 00:34:39,642 If you really want char, or grill marks, pardon me, 763 00:34:39,729 --> 00:34:43,255 you can paint them onto this with dark food coloring. 764 00:34:43,342 --> 00:34:45,300 You're a--you're a smart one. 765 00:34:45,387 --> 00:34:47,041 OK, so we're getting ready to do the next one? 766 00:34:47,128 --> 00:34:49,565 Mm-hmm. We're creating the ultimate health halo. 767 00:34:49,652 --> 00:34:50,740 Let's try this. 768 00:34:50,827 --> 00:34:51,872 This is the spicy? 769 00:34:51,959 --> 00:34:53,961 This is the spicy, yeah. 770 00:34:54,048 --> 00:34:56,659 Like three seconds in, it starts. 771 00:34:56,746 --> 00:34:58,487 Mm-hmm. You feel it, you get the kick. 772 00:34:58,574 --> 00:35:00,968 That is a craveable flavor. 773 00:35:01,055 --> 00:35:02,578 That's a great sandwich. 774 00:35:02,665 --> 00:35:04,232 For the spicy crowd, you've got something. 775 00:35:04,319 --> 00:35:06,147 for the non-spicy crowd, you've got something. 776 00:35:06,234 --> 00:35:08,367 Both feel very craveable to me. 777 00:35:08,454 --> 00:35:10,543 So let's have a conversation 778 00:35:10,630 --> 00:35:13,850 of how healthy are our sandwiches. 779 00:35:13,937 --> 00:35:15,113 Um... 780 00:35:21,554 --> 00:35:23,817 I think--I think that answers my question. 781 00:35:26,776 --> 00:35:29,214 Morgan, you know I'm not a nutritionist, 782 00:35:29,301 --> 00:35:31,607 but I would assume if you're deep-frying something 783 00:35:31,694 --> 00:35:33,261 you could be heavily criticized 784 00:35:33,348 --> 00:35:35,176 and perhaps see a backlash for that. 785 00:35:35,263 --> 00:35:36,960 I just want you to know that. 786 00:35:37,047 --> 00:35:38,701 But everybody in America loves fried chicken. 787 00:35:38,788 --> 00:35:40,529 But--but you-- 788 00:35:40,616 --> 00:35:41,878 But I think that if you start going down a path 789 00:35:41,965 --> 00:35:43,097 of super, super healthy 790 00:35:43,184 --> 00:35:44,577 -nobody wants to eat it. -Mm. OK. 791 00:35:44,664 --> 00:35:46,796 Well, you're gonna have to do something 792 00:35:46,883 --> 00:35:48,363 that makes it healthier. 793 00:35:48,450 --> 00:35:50,278 Right. What are your guys' thoughts on... 794 00:35:50,365 --> 00:35:52,933 Obviously, fried chicken is never gonna be amazing for you, 795 00:35:53,020 --> 00:35:55,936 but if you are showcasing all of the ingredients 796 00:35:56,023 --> 00:35:57,807 and being transparent about it, 797 00:35:57,894 --> 00:36:00,332 that's where I think it can be interesting to consumers. 798 00:36:00,419 --> 00:36:03,900 I think that's the big thing, is what's the story behind you and the chickens? 799 00:36:03,987 --> 00:36:06,729 You really have to be clear on what kind of chicken you're serving. 800 00:36:06,816 --> 00:36:08,992 Yeah, the chickens are blank, or the chickens are this. 801 00:36:09,079 --> 00:36:11,517 Are the chickens that you are sourcing high quality 802 00:36:11,604 --> 00:36:13,345 and free range, and things like that. 803 00:36:13,432 --> 00:36:15,564 Are you looking at organic? Or are you... 804 00:36:15,651 --> 00:36:18,959 Probably not. But what if--what if the chickens that I serve... 805 00:36:19,699 --> 00:36:20,656 are vegan? 806 00:36:22,223 --> 00:36:23,790 Yeah, I don't know how that works. 807 00:36:23,877 --> 00:36:26,271 Home of the vegan chicken. 808 00:36:26,358 --> 00:36:28,229 -So there you go. -I like it, actually. 809 00:36:28,316 --> 00:36:29,665 I kind of love that. 810 00:36:29,752 --> 00:36:32,190 Um, but I guess the point being, Morgan, 811 00:36:32,277 --> 00:36:35,280 the better the chicken, and the more claims you have, 812 00:36:35,367 --> 00:36:36,933 the easier and better it is. 813 00:36:37,020 --> 00:36:39,327 -To tell that story. Yeah. -A hundred percent. 814 00:36:42,896 --> 00:36:44,854 Oh, my gosh, they're so big! 815 00:36:46,334 --> 00:36:47,901 They're outgrowing their feathers. 816 00:36:47,988 --> 00:36:49,903 -That's why they're bald. -That's good. 817 00:36:49,990 --> 00:36:52,297 They're growing so quick that the feathers can't catch up. 818 00:36:52,384 --> 00:36:54,342 Holy shit. 819 00:36:54,429 --> 00:36:56,214 So if almost of the chicken consumed in America 820 00:36:56,301 --> 00:36:59,347 comes from the same type of bird, 821 00:36:59,434 --> 00:37:01,654 then how do you make the actual chickens better? 822 00:37:04,918 --> 00:37:07,399 So, the thing that I'd really like to figure out 823 00:37:07,486 --> 00:37:09,923 is how do we make them free-range? 824 00:37:10,010 --> 00:37:12,099 If we do that, we have to really be careful 825 00:37:12,186 --> 00:37:14,275 about what we do with this type of chicken. 826 00:37:14,362 --> 00:37:15,798 OK. 827 00:37:15,885 --> 00:37:19,715 These birds are bred to grow... indoors. 828 00:37:20,977 --> 00:37:22,762 They're sort of like sissy birds. 829 00:37:25,504 --> 00:37:27,549 If these birds went outside, 830 00:37:27,636 --> 00:37:30,291 and it'll be a 120 degrees outside this house right here, 831 00:37:30,378 --> 00:37:32,293 they're gonna die from heat stress. 832 00:37:32,380 --> 00:37:35,514 -Kill these chickens just in a few minutes. -OK. 833 00:37:35,601 --> 00:37:37,298 But if we gave them shade, with like-- 834 00:37:37,385 --> 00:37:39,431 what's the smallest space we could give them 835 00:37:39,518 --> 00:37:42,521 that would still be quantified as free-range? 836 00:37:42,608 --> 00:37:45,001 You know, I really don't know the regulations on that. 837 00:37:49,702 --> 00:37:52,095 - Hello. -Uh, yes. Is this the USDA? 838 00:37:52,182 --> 00:37:53,967 It certainly is. How can I help you? 839 00:37:54,054 --> 00:37:55,969 Uh, so I have a question. 840 00:37:56,056 --> 00:37:59,015 I have a, uh, I have a small chicken farm down in Alabama, 841 00:37:59,102 --> 00:38:02,149 and we're looking to raise my chickens free-range. 842 00:38:02,236 --> 00:38:05,195 And I just wanted to understand everything that I need to do, 843 00:38:05,283 --> 00:38:07,676 uh, to kind of fall within USDA guidelines. 844 00:38:07,763 --> 00:38:09,417 OK. 845 00:38:09,504 --> 00:38:12,072 The written description of the housing conditions 846 00:38:12,159 --> 00:38:16,119 is reviewed to ensure that the birds have continuous, free access to the out of doors 847 00:38:16,206 --> 00:38:20,254 for over 51% of their lives to the normal growing cycle. 848 00:38:20,341 --> 00:38:21,951 So does that have to be full-time? 849 00:38:22,038 --> 00:38:23,692 Even when it's 100 degrees outside? 850 00:38:23,779 --> 00:38:25,825 Or is it time in the morning when it's cool, 851 00:38:25,912 --> 00:38:28,218 then they come back in during the heat of the day, 852 00:38:28,306 --> 00:38:30,830 then they're allowed access again in the evening when it cools down again. 853 00:38:30,917 --> 00:38:32,440 Right. That--that's fine. 854 00:38:32,527 --> 00:38:34,268 -That's fine. -That's fine. 855 00:38:34,355 --> 00:38:36,401 And is there anything about the size of the enclosure? 856 00:38:36,488 --> 00:38:38,620 Not that I'm aware of. 857 00:38:38,707 --> 00:38:41,188 I'm not seeing it has any designation here in the information. 858 00:38:41,275 --> 00:38:43,364 -OK. -And I'll send you all the details. 859 00:38:43,451 --> 00:38:44,844 Awesome. I really appreciate it. 860 00:38:44,931 --> 00:38:46,759 Thank you so much for your time. 861 00:38:46,846 --> 00:38:49,544 -Not a problem, have a good day. -Have a great day. Bye, bye. 862 00:38:50,545 --> 00:38:52,373 Let's see what I got. Hold on. 863 00:38:52,460 --> 00:38:54,375 USDA permits the term "free-range" 864 00:38:54,462 --> 00:38:56,551 if the chickens have access to the outdoors 865 00:38:56,638 --> 00:38:58,292 for at least some part of the day, 866 00:38:58,379 --> 00:39:01,991 whether the chickens choose to go outside or not. 867 00:39:02,078 --> 00:39:03,689 So, ultimately, they don't have to go outside, 868 00:39:03,776 --> 00:39:05,473 as long as we give them the option to go outside. 869 00:39:05,560 --> 00:39:07,606 -Right. That's right. -Then they're free-range. 870 00:39:07,693 --> 00:39:09,303 -That's what I understood. -OK. 871 00:39:25,101 --> 00:39:26,276 Better watch your fingers. 872 00:39:26,364 --> 00:39:27,930 Let's move it over here. 873 00:39:29,018 --> 00:39:30,324 Ready? 874 00:39:31,281 --> 00:39:32,413 OK. 875 00:39:57,090 --> 00:39:58,221 Should I just push this side in? 876 00:39:58,308 --> 00:39:59,658 Yeah. 877 00:40:04,663 --> 00:40:06,142 We're done. 878 00:40:07,535 --> 00:40:09,102 They have access to outside. 879 00:40:10,451 --> 00:40:11,626 That's it. 880 00:40:13,498 --> 00:40:14,716 Here it is. 881 00:40:15,630 --> 00:40:16,805 Free-range. 882 00:40:19,417 --> 00:40:21,810 Come on, come check it out. 883 00:40:21,897 --> 00:40:23,812 Come on. Let's go. Let's go. 884 00:40:25,292 --> 00:40:27,512 Yeah, go check it out. What's over there? 885 00:40:29,296 --> 00:40:30,558 They're afraid to cross the threshold. 886 00:40:30,645 --> 00:40:31,820 But they are curious. 887 00:40:31,907 --> 00:40:33,126 Yeah. 888 00:40:34,214 --> 00:40:35,345 Come on. 889 00:40:37,391 --> 00:40:39,132 Hey, go outside. Check it out! 890 00:40:40,089 --> 00:40:41,482 Look, you're free-range. 891 00:40:43,528 --> 00:40:45,791 They're still considered free-range if we're, like, 892 00:40:45,878 --> 00:40:47,662 trying to force them to go outside? 893 00:40:47,749 --> 00:40:50,012 I think right now we're just letting them know. 894 00:40:54,930 --> 00:40:56,497 Come on. Come check it out. 895 00:40:56,584 --> 00:40:59,413 Check it out. Check it out! 896 00:40:59,500 --> 00:41:03,025 Check it out, free-range chicken. 897 00:41:03,112 --> 00:41:05,245 You are living the chicken dream. 898 00:41:06,942 --> 00:41:08,901 Look at you, you're a free-range chicken. 899 00:41:09,945 --> 00:41:11,947 Go tell all your friends. 900 00:41:12,034 --> 00:41:14,210 This guy's like, I want that shade. 901 00:41:14,297 --> 00:41:15,864 Go check it out, guys. 902 00:41:15,951 --> 00:41:17,300 Pretty sweet. 903 00:41:18,693 --> 00:41:20,478 Or don't. Doesn't matter. 904 00:41:26,092 --> 00:41:27,876 I know. 905 00:41:27,963 --> 00:41:29,878 Free-range chickens are supposed to look like this. 906 00:41:31,793 --> 00:41:33,926 Or this. 907 00:41:34,013 --> 00:41:36,668 Or maybe something like this. 908 00:41:36,755 --> 00:41:38,539 That's what I thought, too. 909 00:41:38,626 --> 00:41:40,976 But it turns out there's no enforceable legal definition 910 00:41:41,063 --> 00:41:42,848 for what free-range chicken actually is. 911 00:41:42,935 --> 00:41:44,850 Which way is the meat department? 912 00:41:44,937 --> 00:41:46,329 You see, the poultry industry is highly competitive. 913 00:41:46,416 --> 00:41:48,375 Natural breast, no added hormones. 914 00:41:48,462 --> 00:41:50,856 And Big Chicken is determined to convince us 915 00:41:50,943 --> 00:41:52,901 that all chickens are not created equal. 916 00:41:52,988 --> 00:41:55,034 Better feed, better taste. 917 00:41:55,121 --> 00:41:56,688 Chicken raised without antibiotics. 918 00:41:56,775 --> 00:41:59,386 More than delicious, a way of life. 919 00:41:59,473 --> 00:42:01,606 Moist and tender. Mmm. 920 00:42:01,693 --> 00:42:03,390 So if it works for them... 921 00:42:03,477 --> 00:42:05,261 See, there's an actual picture of their real farm. 922 00:42:05,348 --> 00:42:07,089 ...shouldn't it also work for me? 923 00:42:07,176 --> 00:42:09,701 There's a lot of things I can say about my chickens. 924 00:42:09,788 --> 00:42:13,748 I mean, it's not really cheating if Big Chicken makes the rules to the game... right? 925 00:42:13,835 --> 00:42:17,099 I've got to fill out the USDA application 926 00:42:17,186 --> 00:42:20,668 than enables me to label my chickens certain things. 927 00:42:21,582 --> 00:42:24,150 So name of product is 928 00:42:24,237 --> 00:42:27,849 Morganic Fresh Farms. 929 00:42:27,936 --> 00:42:31,244 Since my chickens are already on a non-organic diet that includes pork meat... 930 00:42:31,331 --> 00:42:33,463 It has some pork in my chicken feed. 931 00:42:33,551 --> 00:42:35,030 Pork-fed chickens. 932 00:42:35,117 --> 00:42:38,120 ...sadly, that means they can't be called organic. 933 00:42:38,207 --> 00:42:41,036 But what else makes people think that chicken is better? 934 00:42:41,123 --> 00:42:43,909 If I had a chicken farm called Morganic Fresh Farms, 935 00:42:43,996 --> 00:42:46,128 what would you expect those chickens to be like? 936 00:42:46,215 --> 00:42:49,610 I'd expect it to be Morgan's highest quality chicken. 937 00:42:49,697 --> 00:42:51,394 -They're natural. -Natural, all natural. 938 00:42:51,481 --> 00:42:53,309 -Natural. - What does "all natural" mean? 939 00:42:53,396 --> 00:42:55,094 It was born in the wild. 940 00:42:55,181 --> 00:42:57,400 Eating corn, living life. 941 00:42:57,487 --> 00:42:59,228 -All natural -100% natural. 942 00:42:59,315 --> 00:43:00,752 100% natural. 943 00:43:00,839 --> 00:43:03,537 All natural is the most misleading claim 944 00:43:03,624 --> 00:43:06,061 on meat and poultry products. 945 00:43:06,148 --> 00:43:07,933 All natural is really organic? 946 00:43:08,020 --> 00:43:09,108 Organic, I guess. 947 00:43:09,195 --> 00:43:11,893 The average consumer appears 948 00:43:11,980 --> 00:43:15,418 to think all natural is very similar to organic. 949 00:43:15,505 --> 00:43:17,116 All natural, organic, it's the same. 950 00:43:17,203 --> 00:43:19,597 How the land is treated; how the animals are treated; 951 00:43:19,684 --> 00:43:22,164 what they're fed; whether they get antibiotics. 952 00:43:22,251 --> 00:43:24,950 It means none of those things. 953 00:43:25,037 --> 00:43:28,214 All natural, according to the United States Department of Agriculture, 954 00:43:28,301 --> 00:43:32,174 means minimally processed; no artificial ingredients. 955 00:43:32,261 --> 00:43:36,526 Only means what happens to the product after the animal is killed 956 00:43:36,614 --> 00:43:39,878 and has nothing to do with how the animal is raised. 957 00:43:39,965 --> 00:43:42,663 So, all natural. 958 00:43:42,750 --> 00:43:44,752 Hormone free, what does that mean? 959 00:43:44,839 --> 00:43:46,798 They don't put hormones in the food to make them grow faster. 960 00:43:46,885 --> 00:43:50,628 That's where they inject the chemicals into a chicken. 961 00:43:50,715 --> 00:43:53,456 I think it absorbs into the muscle, into the fat of the chicken, then the meat. 962 00:43:53,543 --> 00:43:54,544 We eat that. 963 00:43:54,632 --> 00:43:55,981 And I'm one of those people 964 00:43:56,068 --> 00:43:57,809 at the grocery store that will buy-- 965 00:43:57,896 --> 00:43:59,811 spend the extra and buy the no hormone-injected meats 966 00:43:59,898 --> 00:44:02,291 and I do the best I can. 967 00:44:02,378 --> 00:44:04,903 Without any added hormones. Grown with no added hormones. 968 00:44:04,990 --> 00:44:09,255 By law, poultry cannot receive hormones. 969 00:44:09,342 --> 00:44:11,823 And yet, producers can make that claim. 970 00:44:11,910 --> 00:44:14,477 Well, Foster Farms Chicken has no added hormones. 971 00:44:14,564 --> 00:44:17,089 Well, I wish you didn't have any added negativity! 972 00:44:17,176 --> 00:44:20,396 No hormones added. 973 00:44:20,483 --> 00:44:23,573 -If a chicken is cage-free, what does that mean? -Cage-free? 974 00:44:23,661 --> 00:44:26,141 Cage-free chicken would be a cousin of a free-range chicken. 975 00:44:26,228 --> 00:44:28,535 They're still within quarters 976 00:44:28,622 --> 00:44:31,146 but just not in those small, little containers. 977 00:44:31,233 --> 00:44:32,887 -And that's good, right? -Yeah. 978 00:44:32,974 --> 00:44:36,151 Cage-free. We consider that misleading. 979 00:44:36,238 --> 00:44:40,808 Meat chickens in the United States have never been raised in cages. 980 00:44:40,895 --> 00:44:43,115 - Cage-free. 981 00:44:43,202 --> 00:44:45,160 What about a label that says "humanely raised." 982 00:44:45,247 --> 00:44:46,988 What does that mean? 983 00:44:47,075 --> 00:44:49,077 Uh, it's not raised in a cruel, unnatural condition. 984 00:44:49,164 --> 00:44:51,601 Like, if you're gonna eat meat, I'd rather it be, like, 985 00:44:51,689 --> 00:44:53,473 -ethically treated, you know. -Yeah. 986 00:44:53,560 --> 00:44:56,563 Then for some things, like humane, 987 00:44:56,650 --> 00:44:59,740 they allow the producer to define the claim. 988 00:44:59,827 --> 00:45:03,439 So I'm gonna say humanely raised means... 989 00:45:03,526 --> 00:45:07,835 chickens raised humanely on a family farm in a stress-free environment. 990 00:45:07,922 --> 00:45:12,405 Our farmers always handle the birds with care and respect. 991 00:45:12,492 --> 00:45:15,974 So now my free-range, cage-free, no hormones added, 992 00:45:16,061 --> 00:45:19,194 humanely-raised, 100% natural chickens 993 00:45:19,281 --> 00:45:21,893 can get the USDA's seal of approval. 994 00:45:21,980 --> 00:45:23,982 Some pretty good bullshit right there. 995 00:45:26,201 --> 00:45:30,249 If you put your faith in government to be looking out for what's in your food, 996 00:45:30,336 --> 00:45:33,731 then you're--you're putting yourself into an experiment. 997 00:45:33,818 --> 00:45:35,776 And the USDA, there's no funding. 998 00:45:35,863 --> 00:45:38,910 They can't afford to test anything, so they don't. 999 00:45:38,997 --> 00:45:42,348 If you vouch for its safety, we're good, you know. 1000 00:45:42,435 --> 00:45:43,479 They rubber stamp it. 1001 00:45:43,566 --> 00:45:45,307 So when people say... 1002 00:45:45,394 --> 00:45:47,048 we're only selling people what they want, is that true? 1003 00:45:47,135 --> 00:45:48,310 -It's absolutely true. -Yeah. 1004 00:45:48,397 --> 00:45:49,790 'Cause they're constantly, 1005 00:45:49,877 --> 00:45:51,226 ear to the ground, what do people want? 1006 00:45:51,313 --> 00:45:53,925 GMO free, free-range, 1007 00:45:54,012 --> 00:45:57,102 humanely raised, like, all these terms 1008 00:45:57,189 --> 00:45:59,626 are coming out of the people that are the activists, 1009 00:45:59,713 --> 00:46:03,021 and then they get adopted really quickly by the companies. 1010 00:46:03,108 --> 00:46:04,239 Yeah. 1011 00:46:04,326 --> 00:46:05,719 It's kind of like the '70's, 1012 00:46:05,806 --> 00:46:07,808 when the whole peace-love movement 1013 00:46:07,895 --> 00:46:10,724 became, like, lunch boxes and stuff, and then it was over. 1014 00:46:10,811 --> 00:46:12,682 -Right. 1015 00:46:12,770 --> 00:46:14,859 What will it take to change the environment we live in? 1016 00:46:14,946 --> 00:46:17,252 A really passionate... 1017 00:46:17,339 --> 00:46:19,689 involved consumer that takes advantage of the fact 1018 00:46:19,777 --> 00:46:22,475 that you can kind of learn about anything you want to, right now. 1019 00:46:22,562 --> 00:46:24,782 You want to know what's in something, Google it up. 1020 00:46:24,869 --> 00:46:27,045 If everybody took advantage of that, 1021 00:46:27,132 --> 00:46:30,091 there'd be clean food, there'd be healthy food, it would change overnight. 1022 00:46:31,484 --> 00:46:34,008 So I'd like to ask you about what I'm doing. 1023 00:46:34,095 --> 00:46:35,488 Well, you need a catchy name. 1024 00:46:35,575 --> 00:46:37,751 Talk about the farm. 1025 00:46:37,838 --> 00:46:41,537 There is this bucolic notion of what's going on at the farm, still, 1026 00:46:41,624 --> 00:46:45,672 that Americans have, because we all grew up with our little farm toys and everything. 1027 00:46:45,759 --> 00:46:48,588 And why do we, as consumers, want to believe that? 1028 00:46:48,675 --> 00:46:50,982 We don't take in stuff through fact, 1029 00:46:51,069 --> 00:46:52,853 we take in stuff through stories. 1030 00:46:52,940 --> 00:46:55,203 So every brand has a story, every campaign has a story. 1031 00:46:55,290 --> 00:46:57,945 -And your restaurant has a story. -Right. 1032 00:46:58,032 --> 00:47:00,730 -You gotta weave a good tale. -Yeah. 1033 00:47:07,912 --> 00:47:09,522 This is my farm. 1034 00:47:09,609 --> 00:47:12,699 Whoa, whoa, whoa, Morganic? Yeah. 1035 00:47:12,786 --> 00:47:16,268 Andrew Clark and David Littlejohn run the creative agency Humanaut. 1036 00:47:16,355 --> 00:47:18,313 They specialize in getting startups off the ground 1037 00:47:18,400 --> 00:47:20,925 with innovative and outside-the-box campaigns. 1038 00:47:21,012 --> 00:47:23,971 Hey, foodies. It doesn't get any more local than that. 1039 00:47:24,058 --> 00:47:27,192 They've agreed to come on board to help me weave my tale. 1040 00:47:27,279 --> 00:47:29,585 I'm trying to find an agency who can kind of help me 1041 00:47:29,672 --> 00:47:33,763 fulfill my vision of the ultimate farm-to-table fast-food restaurant. 1042 00:47:33,851 --> 00:47:36,418 And the whole reason I wanted to raise my own chickens 1043 00:47:36,505 --> 00:47:39,639 was because what consumers are kind of leaning towards and want now, 1044 00:47:39,726 --> 00:47:41,249 which is kind of "healthy fast-food." 1045 00:47:41,336 --> 00:47:42,990 -Right. -So, raising my own chickens, 1046 00:47:43,077 --> 00:47:45,123 there's nothing more farm-to-table than that. 1047 00:47:45,210 --> 00:47:47,038 -Are you gonna serve that chicken? -Absolutely. 1048 00:47:47,125 --> 00:47:48,604 -Chicken farmer. -Chicken farmer. 1049 00:47:48,691 --> 00:47:52,478 They are free-range, they are cage-free, 1050 00:47:52,565 --> 00:47:55,133 they are antibiotic-free, hormone-free, 1051 00:47:55,220 --> 00:47:57,135 -all natural... - Asbestos-free? 1052 00:47:57,222 --> 00:47:59,615 Asbestos free, USDA certified. 1053 00:47:59,702 --> 00:48:01,530 That sounds amazing. 1054 00:48:01,617 --> 00:48:04,098 Until you start to realize how much of that is labeling. 1055 00:48:04,185 --> 00:48:06,927 And marketing. And it's just kind of... 1056 00:48:07,014 --> 00:48:08,494 the health halo. 1057 00:48:08,581 --> 00:48:10,235 Especially like a fast-food restaurant. 1058 00:48:10,322 --> 00:48:12,280 They've kind of been green-washing, health-washing 1059 00:48:12,367 --> 00:48:14,065 the dirty, unhealthy truth. 1060 00:48:14,152 --> 00:48:16,241 They want you to feel like they're being honest, 1061 00:48:16,328 --> 00:48:19,984 -or you can trust them. -But it's still junk food. 1062 00:48:20,071 --> 00:48:22,247 Before we get started on slogans and jingles, 1063 00:48:22,334 --> 00:48:24,989 I need to understand just how much things have changed. 1064 00:48:25,076 --> 00:48:27,730 First stop, the one place story-wise 1065 00:48:27,817 --> 00:48:30,908 that Andrew and David think has truly evolved the most. 1066 00:48:31,778 --> 00:48:33,258 McDonald's. 1067 00:48:33,345 --> 00:48:34,433 Oh, my gosh. 1068 00:48:34,520 --> 00:48:35,956 Yeah. 1069 00:48:36,043 --> 00:48:37,175 This is your first time back, right? 1070 00:48:37,262 --> 00:48:38,959 This will be the first time 1071 00:48:39,046 --> 00:48:43,094 I have set foot in a McDonald's in 12 years. 1072 00:48:43,181 --> 00:48:45,226 -It's a big moment. - Here we are. 1073 00:48:46,793 --> 00:48:49,796 Oh, my gosh. I'm having flashbacks already. 1074 00:48:49,883 --> 00:48:53,191 This is a drastically different place 1075 00:48:53,278 --> 00:48:55,628 than the McDonald's of ten years ago. 1076 00:48:55,715 --> 00:48:57,847 It doesn't look like any McDonald's I've ever been in. 1077 00:48:57,935 --> 00:49:00,415 It definitely looks better than those clown castles they used to have. 1078 00:49:02,026 --> 00:49:03,810 Nice stone work. I mean, that's not cheap. 1079 00:49:03,897 --> 00:49:06,639 Yeah, but is it gonna taste drastically different? 1080 00:49:06,726 --> 00:49:08,510 You're gonna let us know. 1081 00:49:08,597 --> 00:49:10,425 The smell's already wafting out of the doors. 1082 00:49:10,512 --> 00:49:12,253 Yeah, it really is. 1083 00:49:12,340 --> 00:49:14,560 Wow. 1084 00:49:14,647 --> 00:49:16,997 There's nothing in here that makes you think this is a McDonald's... 1085 00:49:17,084 --> 00:49:18,781 I'd like to get a southern-style chicken. 1086 00:49:18,868 --> 00:49:20,653 ...except for the way it smells 1087 00:49:20,740 --> 00:49:22,698 and the fact that it says, like, "I'm lovin' it" on the wall. 1088 00:49:24,352 --> 00:49:25,397 Thank you very much. 1089 00:49:25,484 --> 00:49:26,789 Mmm. 1090 00:49:26,876 --> 00:49:27,834 All right, guys. 1091 00:49:27,921 --> 00:49:29,140 Here's the goods. 1092 00:49:29,227 --> 00:49:30,358 So let's take a look. 1093 00:49:31,533 --> 00:49:32,708 OK. Are we ready? 1094 00:49:32,795 --> 00:49:34,275 -Let's do it. -Let's go. 1095 00:49:34,362 --> 00:49:35,581 Enjoy. 1096 00:49:42,066 --> 00:49:44,459 Glad to know some things haven't changed in 12 years. 1097 00:49:44,546 --> 00:49:45,939 Oh, whoo. 1098 00:49:46,026 --> 00:49:48,028 I'm having like... 1099 00:49:48,115 --> 00:49:49,638 McPTSD. 1100 00:49:51,162 --> 00:49:52,293 Whoo. 1101 00:49:52,380 --> 00:49:53,729 This looks very different. 1102 00:49:53,816 --> 00:49:55,079 This... 1103 00:49:55,166 --> 00:49:57,516 tastes just as bad. 1104 00:49:57,603 --> 00:49:59,692 OK, remember when they used to have Styrofoam containers? 1105 00:49:59,779 --> 00:50:01,476 Now they've got these. 1106 00:50:01,563 --> 00:50:03,913 That gives you the sense of, like, minimal processing. 1107 00:50:04,001 --> 00:50:05,393 Yeah, it's very green-looking. 1108 00:50:05,480 --> 00:50:07,874 This sandwich is called, you know, artisan. 1109 00:50:07,961 --> 00:50:10,485 If you talked to a true artisan and showed them this... 1110 00:50:10,572 --> 00:50:11,965 Here, let's take a look. 1111 00:50:13,575 --> 00:50:15,534 It's not like they have artisan staff back there 1112 00:50:15,621 --> 00:50:17,188 and then regular staff. 1113 00:50:17,275 --> 00:50:18,667 One guy makes that sandwich all day. 1114 00:50:18,754 --> 00:50:20,060 It's made by our artisan. 1115 00:50:21,975 --> 00:50:24,064 So then this idea of, like, the simpler the better. 1116 00:50:24,151 --> 00:50:27,763 They're able to kind of create this health halo around the food 1117 00:50:27,850 --> 00:50:29,287 by calling it simple. 1118 00:50:29,374 --> 00:50:30,940 And you realize it doesn't mean anything. 1119 00:50:31,028 --> 00:50:33,378 And look at this chicken. It's like a super nugget. 1120 00:50:33,465 --> 00:50:35,075 That's amazing. 1121 00:50:35,162 --> 00:50:37,773 But also, you gotta love the fresh cracked eggs. 1122 00:50:37,860 --> 00:50:39,471 Cracked fresh in our kitchen... 1123 00:50:39,558 --> 00:50:40,820 with two hands. 1124 00:50:40,907 --> 00:50:42,169 I feel better already. 1125 00:50:42,256 --> 00:50:43,997 You know, it's like the bare minimum 1126 00:50:44,084 --> 00:50:46,652 becomes the height of, like, look at what we've done. 1127 00:50:46,739 --> 00:50:48,480 -They said they've heard me. -Yes. 1128 00:50:48,567 --> 00:50:50,743 -"We've heard you." -Literally talking about you. 1129 00:50:50,830 --> 00:50:53,876 We've heard you, Spurlock, and now look what we've done. 1130 00:50:53,963 --> 00:50:55,356 We made a tri-fold brochure. 1131 00:50:57,054 --> 00:50:58,925 So it's like when you see a word like artisan, 1132 00:50:59,012 --> 00:51:00,231 fresh cracked egg, 1133 00:51:00,318 --> 00:51:02,276 the simpler the better, 1134 00:51:02,363 --> 00:51:05,062 and you just even begin to ask, "What do they mean by that?" 1135 00:51:05,149 --> 00:51:09,240 It just quickly falls apart and becomes humorous. 1136 00:51:09,327 --> 00:51:11,720 - Got it. - Let's go to the next spot. 1137 00:51:11,807 --> 00:51:14,462 Oh. Whoo. 1138 00:51:14,549 --> 00:51:16,160 - What's next? - Here we go! 1139 00:51:16,247 --> 00:51:17,683 Chipotle. 1140 00:51:17,770 --> 00:51:19,032 These guys do it better than anyone. 1141 00:51:19,119 --> 00:51:20,468 It's really simple, raw ingredients. 1142 00:51:20,555 --> 00:51:22,209 You're gonna see a lot of handwriting, 1143 00:51:22,296 --> 00:51:24,690 telling the story of where your food comes from. 1144 00:51:24,777 --> 00:51:27,388 Well, that chip was probably cut, fried, and finished with a squeeze of lime. 1145 00:51:27,475 --> 00:51:31,610 Maybe those salty little imperfections aren't for you, buddy. 1146 00:51:31,697 --> 00:51:34,569 What do they do to make that guacamole so radioactive green? 1147 00:51:34,656 --> 00:51:37,094 Nothing, man, it's natural. It's right there on the cup. 1148 00:51:37,181 --> 00:51:40,401 And it's that hand-lettered font to give you that handmade artisanal feel, 1149 00:51:40,488 --> 00:51:42,708 so that you feel better about what you're eating. 1150 00:51:42,795 --> 00:51:45,711 -Mmm. -Regardless of the astronomic calorie counts. 1151 00:51:45,798 --> 00:51:49,932 "As they say in the old country, treat thyself. Chipotle." 1152 00:51:52,283 --> 00:51:53,893 -Panera. -Panera. 1153 00:51:53,980 --> 00:51:55,808 So Morgan, as we go in here, 1154 00:51:55,895 --> 00:51:58,115 we encourage you just to pay attention to everything. 1155 00:51:58,202 --> 00:52:00,813 Every piece is gonna be something you're gonna want to think about, too. 1156 00:52:00,900 --> 00:52:03,642 Van Gogh bread, Dali bread. 1157 00:52:04,556 --> 00:52:05,687 The walls, the colors. 1158 00:52:05,774 --> 00:52:07,385 Very orange. 1159 00:52:07,472 --> 00:52:08,995 The orange is about vibrancy and energy. 1160 00:52:09,082 --> 00:52:11,345 Green, you're not just eating natural food. 1161 00:52:11,432 --> 00:52:13,173 There's chips here, there's cookies... 1162 00:52:13,260 --> 00:52:16,045 but you're in this comfortable, green, sustainable space. 1163 00:52:16,133 --> 00:52:19,701 And you can see their mission statement for everyone in here to read. 1164 00:52:19,788 --> 00:52:21,964 -It's, uh, food as it should be. - Got it. 1165 00:52:22,051 --> 00:52:24,793 Or, Morgan, you could just do something like a word wall. 1166 00:52:24,880 --> 00:52:26,186 Words smashed together. 1167 00:52:26,273 --> 00:52:27,622 They don't have to mean anything. 1168 00:52:27,709 --> 00:52:29,537 -Quality. -Services. 1169 00:52:29,624 --> 00:52:31,539 -Col. Sanders. -Chicken. 1170 00:52:31,626 --> 00:52:33,150 Boston Market. 1171 00:52:33,237 --> 00:52:35,369 You know, here we got photographs of the farm. 1172 00:52:35,456 --> 00:52:37,893 You want to feel like your food came from a farm 1173 00:52:37,980 --> 00:52:39,504 and a farm that looks like that. 1174 00:52:39,591 --> 00:52:41,070 I know what a chicken farm looks like 1175 00:52:41,158 --> 00:52:42,811 and that looks nothing like one. 1176 00:52:42,898 --> 00:52:45,118 Whether or not this is the actual farm, who knows? 1177 00:52:45,205 --> 00:52:46,467 Yeah. 1178 00:52:46,554 --> 00:52:48,469 Subway. Eat Fresh. 1179 00:52:48,556 --> 00:52:51,211 These guys were the first ones to actually show you vegetables. 1180 00:52:51,298 --> 00:52:54,475 Providing this healthy halo to the unhealthy items right next to it. 1181 00:52:54,562 --> 00:52:56,651 So I'm gonna get the Oven Roasted Chicken, 1182 00:52:56,738 --> 00:52:59,915 or I'm gonna get the 1220 calorie Chicken Bacon Ranch Melt. 1183 00:53:00,002 --> 00:53:02,440 But you're gonna feel better about that... 1184 00:53:02,527 --> 00:53:04,746 because you're nestled in a salad, right there. 1185 00:53:06,444 --> 00:53:09,055 And your brain doesn't expect more. 1186 00:53:09,142 --> 00:53:10,448 That's right. 1187 00:53:10,535 --> 00:53:12,363 I've got the Oven Roasted Chicken Sandwich 1188 00:53:12,450 --> 00:53:14,800 but you can see I've actually got grill marks, 1189 00:53:14,887 --> 00:53:16,584 even though it's from an oven. 1190 00:53:16,671 --> 00:53:19,065 -But somewhere it was "grilled." -Artificial grill marks. 1191 00:53:19,152 --> 00:53:21,981 That's something that's been used in the industry for a long time. 1192 00:53:22,068 --> 00:53:25,158 So despite there being fake grill marks on there, I think it's better for me. 1193 00:53:25,245 --> 00:53:27,943 -Absolutely. -That's amazing. 1194 00:53:28,030 --> 00:53:31,643 When it comes to truly washing oneself in the vast green glow of healthy-ish... 1195 00:53:31,730 --> 00:53:33,819 - Wendy's. - Yeah, here we are. 1196 00:53:33,906 --> 00:53:36,343 ...Wendy's takes the gluten-free cake. 1197 00:53:36,430 --> 00:53:38,519 -Welcome to real. -It's real. 1198 00:53:38,606 --> 00:53:41,043 We're not gonna serve you virtual food. You will have real food. 1199 00:53:41,130 --> 00:53:44,003 So I'm counting at least four different types of wood grain. 1200 00:53:44,090 --> 00:53:46,484 My favorite thing in this place is the glass grass. 1201 00:53:46,571 --> 00:53:48,225 I mean, it screams natural. 1202 00:53:48,312 --> 00:53:50,314 All the messaging that's on this tray liner. 1203 00:53:50,401 --> 00:53:52,490 -Because it's different. -Raised on ranches. 1204 00:53:52,577 --> 00:53:54,361 All-all cows are raised on ranches. 1205 00:53:54,448 --> 00:53:56,537 Right. With the bakery-style bun. 1206 00:53:56,624 --> 00:54:01,107 Does this bun look any different to you than it did ten years ago? 1207 00:54:01,194 --> 00:54:04,937 No, but do I think that because of the cues that are happening in this restaurant, 1208 00:54:05,024 --> 00:54:06,721 this is suddenly better for me? 1209 00:54:06,808 --> 00:54:08,680 -Yes. -It's up there nestled between salads. 1210 00:54:08,767 --> 00:54:10,203 How could it not be better for me? 1211 00:54:10,290 --> 00:54:12,814 You're actually having a health halo... 1212 00:54:12,901 --> 00:54:14,903 -Experience. -Yeah. 1213 00:54:14,990 --> 00:54:18,603 You can't fault a brand for trying to say the best thing possible, 1214 00:54:18,690 --> 00:54:21,345 but when you're doing all of it to give people 1215 00:54:21,432 --> 00:54:24,043 a false impression of what you really are... 1216 00:54:24,130 --> 00:54:25,914 Yeah, from the Baconator. 1217 00:54:26,001 --> 00:54:27,525 You've crossed a line and you're deceiving people. 1218 00:54:27,612 --> 00:54:29,831 -You think you're eating that... -Yeah. 1219 00:54:29,918 --> 00:54:31,703 But you're eating the shitty thing in your hand. 1220 00:54:31,790 --> 00:54:33,792 Right. Just keep your eyes on this while you-- 1221 00:54:38,797 --> 00:54:41,452 So, when consumers go into a fast-food restaurant, 1222 00:54:41,539 --> 00:54:45,107 thinking that the food is actually healthier than it is, 1223 00:54:45,194 --> 00:54:46,892 what are the dangers of that? 1224 00:54:46,979 --> 00:54:48,937 I can eat everything I want! 1225 00:54:49,024 --> 00:54:50,809 As much as I want! 1226 00:54:50,896 --> 00:54:53,551 And I'll be just fine and the calories won't count. 1227 00:54:53,638 --> 00:54:54,726 Not the case. 1228 00:54:54,813 --> 00:54:57,032 Unfortunately, no. 1229 00:54:57,119 --> 00:55:00,601 I mean, what you care about is the calories, the salt, and the sugar. 1230 00:55:00,688 --> 00:55:02,299 And those mostly haven't changed. 1231 00:55:02,386 --> 00:55:03,952 Right. 1232 00:55:04,039 --> 00:55:07,652 If you show people two of the exact same food, 1233 00:55:07,739 --> 00:55:11,046 and you label one as green and the other one as not green, 1234 00:55:11,133 --> 00:55:13,353 they think the green one has fewer calories. 1235 00:55:13,440 --> 00:55:15,877 -Yeah. -Those studies have been done. 1236 00:55:15,964 --> 00:55:21,840 And the food companies are counting on human behavior 1237 00:55:21,927 --> 00:55:23,929 to increase the sales. 1238 00:55:24,016 --> 00:55:28,325 And if people will buy more because there are salads there. 1239 00:55:28,412 --> 00:55:30,414 -Mm-hmm. -They'll put salads there. 1240 00:55:30,501 --> 00:55:35,114 -Yes. -It's their job to sell as much product as possible, 1241 00:55:35,201 --> 00:55:37,508 maximize shareholder value, 1242 00:55:37,595 --> 00:55:40,902 and please Wall Street with growth every 90 days. 1243 00:55:40,989 --> 00:55:43,427 That's their job. 1244 00:55:43,514 --> 00:55:46,865 What if there was a company that was completely honest with their customers? 1245 00:55:47,953 --> 00:55:49,607 Well, why would they do that? 1246 00:56:01,488 --> 00:56:03,447 - Look at it. - Here we go. 1247 00:56:04,491 --> 00:56:06,841 -It's a Wendy's. -It's real. 1248 00:56:06,928 --> 00:56:09,844 - Looks strangely familiar. - Yeah? 1249 00:56:09,931 --> 00:56:12,499 And I got the magic key. 1250 00:56:14,196 --> 00:56:16,808 -All right. -Ooh, yeah. 1251 00:56:16,895 --> 00:56:19,071 - Wow. -I'll turn on the lights. 1252 00:56:20,681 --> 00:56:22,988 This doesn't look dangerous at all. 1253 00:56:23,075 --> 00:56:24,468 Look at this thing. 1254 00:56:24,555 --> 00:56:26,513 See the mouse trap down at the bottom? 1255 00:56:27,079 --> 00:56:28,820 All mine. 1256 00:56:28,907 --> 00:56:32,084 Um, all right. Let's just start flipping and see what happens. 1257 00:56:35,957 --> 00:56:38,307 -No? -No, nothing. Keep doing that, thought. 1258 00:56:44,357 --> 00:56:46,315 - Hey! 1259 00:56:46,403 --> 00:56:47,926 We're on--we're in business. 1260 00:56:49,841 --> 00:56:52,800 Hey, wow, it's even better in the light. 1261 00:56:52,887 --> 00:56:55,324 Welcome to your fluorescent-lit restaurant. 1262 00:56:58,632 --> 00:57:00,547 Let's take this baby over. 1263 00:57:01,592 --> 00:57:03,376 American dream, right here. 1264 00:57:03,463 --> 00:57:04,638 American dream. 1265 00:57:06,074 --> 00:57:07,511 There are so many possibilities. 1266 00:57:07,598 --> 00:57:09,164 Like, will you just look at the wall space. 1267 00:57:09,251 --> 00:57:11,776 This wall, it's your entrance, right? 1268 00:57:11,863 --> 00:57:13,734 So have a kind of a--our story. 1269 00:57:13,821 --> 00:57:15,823 I love the little nooks. I love the windows. 1270 00:57:15,910 --> 00:57:17,738 -Bringing the nature in. -Yeah. 1271 00:57:17,825 --> 00:57:19,436 The traffic going by. 1272 00:57:21,916 --> 00:57:23,962 Good propaganda space, right here. 1273 00:57:24,049 --> 00:57:26,312 That's right. Chicken farmer hall of fame. 1274 00:57:26,399 --> 00:57:29,141 We're gonna have lines, and I almost feel we just want to keep that. 1275 00:57:29,228 --> 00:57:31,186 Definitely like the corral. 1276 00:57:31,273 --> 00:57:34,363 We have a fryer here, where we'll fry the chicken. 1277 00:57:35,147 --> 00:57:36,322 That's local water. 1278 00:57:36,409 --> 00:57:37,889 -Artisanal city water. -Yeah. 1279 00:57:37,976 --> 00:57:40,413 I love this; small meat; large meat. 1280 00:57:42,415 --> 00:57:44,069 I love that it's an old Wendy's. 1281 00:57:44,156 --> 00:57:47,115 We do need to think through our loyalty program. 1282 00:57:47,202 --> 00:57:48,465 Next! 1283 00:57:49,509 --> 00:57:51,511 I like it. 1284 00:57:56,560 --> 00:58:00,477 ♪ With a little bit of chicks in the chicken coop, ♪ 1285 00:58:00,564 --> 00:58:03,262 ♪ Picking crumbs off the floor ♪ 1286 00:58:03,349 --> 00:58:06,657 ♪ So who'd suspect a thing from us ♪ 1287 00:58:06,744 --> 00:58:09,311 ♪ When we chicken walk across the floor? ♪ 1288 00:58:09,398 --> 00:58:12,924 ♪ When the farmer comes every morning to feed ♪ 1289 00:58:13,011 --> 00:58:16,057 ♪ Ain't nothing that we want more ♪ 1290 00:58:16,144 --> 00:58:18,756 ♪ But every night that farmer comes down... ♪ 1291 00:58:18,843 --> 00:58:20,714 Here we are. 1292 00:58:20,801 --> 00:58:22,237 Let's go to work. 1293 00:58:23,543 --> 00:58:25,545 Morning. How we doing? 1294 00:58:30,811 --> 00:58:32,813 Look like you growed some behemoths. 1295 00:58:32,900 --> 00:58:34,902 I can't believe how big they are. 1296 00:58:34,989 --> 00:58:36,904 Should we weigh a couple? See how they're doing? 1297 00:58:36,991 --> 00:58:37,992 Yeah. 1298 00:58:40,299 --> 00:58:41,953 -Six one. -Six one. 1299 00:58:42,040 --> 00:58:44,042 -That's a big bird. -Come on, buddy. 1300 00:58:44,129 --> 00:58:46,697 Six pounds and one ounce might not seem like a lot. 1301 00:58:46,784 --> 00:58:49,003 That is until you get a better perspective. 1302 00:58:49,090 --> 00:58:52,441 You see, if we humans grew at the same rate as the modern-day broiler, 1303 00:58:52,529 --> 00:58:57,359 a two-month-old baby would weigh in at a whopping 660 pounds. 1304 00:58:57,446 --> 00:58:59,057 That... is a big boy. 1305 00:58:59,144 --> 00:59:01,015 When they sent over my Ross 308 chicks, 1306 00:59:01,102 --> 00:59:03,235 they sent over a little, small white chicken. 1307 00:59:03,322 --> 00:59:06,978 But as these have grown, this one didn't grow. 1308 00:59:08,414 --> 00:59:10,590 He was right out here a second ago. 1309 00:59:10,677 --> 00:59:12,287 Here he is. He's fast. 1310 00:59:12,374 --> 00:59:13,898 He's like a road runner. 1311 00:59:15,421 --> 00:59:16,727 Now, that was impressive. 1312 00:59:16,814 --> 00:59:19,599 Come here, big boy. There you go. 1313 00:59:19,686 --> 00:59:22,036 This chicken, just like God made him. 1314 00:59:22,123 --> 00:59:23,516 That chicken-- 1315 00:59:23,603 --> 00:59:25,692 -Just like Dr. God made him. -Yes. 1316 00:59:25,779 --> 00:59:27,912 And you can see he's gonna keep growing like a normal chicken. 1317 00:59:27,999 --> 00:59:30,305 And this is how big my Schwarzenegger chickens 1318 00:59:30,392 --> 00:59:32,394 have been bred to grow. 1319 00:59:32,481 --> 00:59:34,745 Six times the size. 1320 00:59:34,832 --> 00:59:37,051 They'll get up and move a little bit and then they'll just drop. 1321 00:59:37,138 --> 00:59:39,663 But that kind of rapid growth has come at a heavy cost 1322 00:59:39,750 --> 00:59:41,316 for some of my birds. 1323 00:59:41,403 --> 00:59:43,449 Here we got three dead birds, right here. 1324 00:59:43,536 --> 00:59:46,104 They're starting to have heart attacks because they're so big. 1325 00:59:46,191 --> 00:59:47,279 There's one. 1326 00:59:47,366 --> 00:59:48,846 Let's keep looking. 1327 00:59:48,933 --> 00:59:50,238 Here's another one. 1328 00:59:50,325 --> 00:59:51,979 This one got his leg up in the air. 1329 00:59:52,066 --> 00:59:53,981 -Probably had a heart attack. -He's even stiff. 1330 00:59:54,068 --> 00:59:55,809 Like, rigor mortis has set in. 1331 00:59:56,723 --> 00:59:58,551 There's another dead one. 1332 00:59:58,638 --> 01:00:00,988 A lot of chickens, when they're growing really fast, 1333 01:00:01,075 --> 01:00:02,990 they'll form a fluid around the heart, and they'll die with a heart attack. 1334 01:00:03,077 --> 01:00:05,514 If they weren't having any heart attacks, we'd say, 1335 01:00:05,602 --> 01:00:08,169 well, they're not growing too fast, there's something wrong. 1336 01:00:08,256 --> 01:00:11,172 It's not often you hear, they're doing well so they're having heart attacks. 1337 01:00:11,259 --> 01:00:12,609 Right. 1338 01:00:12,696 --> 01:00:14,349 Which is a good thing in chickens. 1339 01:00:14,436 --> 01:00:15,960 See, bigger is better. 1340 01:00:16,047 --> 01:00:17,831 -It's the American way. -Bigger is better. 1341 01:00:21,618 --> 01:00:26,318 As with any bird that is supposed to grow, you know, so fast, 1342 01:00:26,405 --> 01:00:29,364 -Yeah. -You can have a lot of problems with their growing. 1343 01:00:30,539 --> 01:00:31,802 You can have obesity. 1344 01:00:31,889 --> 01:00:33,107 Bone issues. 1345 01:00:33,194 --> 01:00:34,239 Sudden death syndrome. 1346 01:00:34,326 --> 01:00:35,327 Heart attacks. 1347 01:00:35,414 --> 01:00:36,415 Gumboro disease. 1348 01:00:36,502 --> 01:00:37,808 Newcastle disease. 1349 01:00:37,895 --> 01:00:39,679 Salmonella, infectious Bronchitis. 1350 01:00:39,766 --> 01:00:41,159 Mycoplasmosis. 1351 01:00:41,246 --> 01:00:42,769 Many different strains of E. coli. 1352 01:00:42,856 --> 01:00:44,423 Campylobacteriosis. 1353 01:00:44,510 --> 01:00:45,816 Pasturellosis. 1354 01:00:45,903 --> 01:00:47,339 Or green muscle disease. 1355 01:00:47,426 --> 01:00:49,776 - That is so wrong. 1356 01:00:49,863 --> 01:00:51,560 So, where should we start? 1357 01:00:51,648 --> 01:00:53,998 Well, I would like to start with an autopsy. 1358 01:00:54,085 --> 01:00:55,608 OK. 1359 01:00:58,698 --> 01:01:01,005 Here is your sample of mortality, right? 1360 01:01:01,092 --> 01:01:02,310 Yes. OK. 1361 01:01:02,397 --> 01:01:04,486 Oh, let me tie you up. 1362 01:01:04,573 --> 01:01:07,359 My chicken necropsy kit. 1363 01:01:09,448 --> 01:01:11,102 OK, chicken. 1364 01:01:11,189 --> 01:01:14,627 This checks for salmonella or E. coli. 1365 01:01:17,151 --> 01:01:18,979 This is the breast muscle, right. 1366 01:01:20,328 --> 01:01:22,504 Now, this is a very large bird. 1367 01:01:22,591 --> 01:01:25,464 They're nice, white, plump, and juicy. 1368 01:01:25,551 --> 01:01:28,336 All of these birds are very large and well-fleshed. 1369 01:01:28,423 --> 01:01:32,166 Oh. Routinely these hip joints in these chickens are necrosed, 1370 01:01:32,253 --> 01:01:34,212 one of the emerging diseases that came up 1371 01:01:34,299 --> 01:01:36,823 when these birds started getting so large. 1372 01:01:36,910 --> 01:01:38,564 Sometimes it breaks totally. 1373 01:01:38,651 --> 01:01:40,305 -Other times... -It pops off. 1374 01:01:40,392 --> 01:01:42,220 Yeah, it just pops right off. 1375 01:01:42,307 --> 01:01:44,222 -Here we do have a little curve. -Mm-hmm. 1376 01:01:44,309 --> 01:01:47,616 That could be potentially linked to the weight of the bird. 1377 01:01:47,704 --> 01:01:50,184 This bone is brittle, it fractured. 1378 01:01:50,271 --> 01:01:51,925 They just can't support themselves. 1379 01:01:52,012 --> 01:01:54,754 Exactly. So this is a common thing. 1380 01:01:54,841 --> 01:01:57,714 I see it a lot in these larger birds. 1381 01:01:57,801 --> 01:02:00,194 -Would that have caused its death? -No. 1382 01:02:00,281 --> 01:02:02,501 Oh, why did you die? 1383 01:02:02,588 --> 01:02:04,111 Now we're going to open it up. 1384 01:02:04,198 --> 01:02:07,419 Let me get my coracoids' crunchers. 1385 01:02:10,204 --> 01:02:12,380 OK. 1386 01:02:12,467 --> 01:02:15,296 -The heart muscle seems to have failed. -OK. 1387 01:02:15,383 --> 01:02:18,169 It's just a normal thing, pretty much run-of-the-mill. 1388 01:02:18,256 --> 01:02:20,954 This is very much something you only see in these types of bred chickens. 1389 01:02:21,041 --> 01:02:22,390 -Yes. -Yeah. 1390 01:02:22,477 --> 01:02:24,088 They're growing really, really fast. 1391 01:02:24,175 --> 01:02:26,003 -So it puts a strain on the heart. -OK. 1392 01:02:26,090 --> 01:02:28,222 But I think you've got a pretty healthy flock, here. 1393 01:02:28,309 --> 01:02:29,963 They're going to be safe to eat. 1394 01:02:30,050 --> 01:02:31,922 I'm facing the same thing everybody else does. 1395 01:02:32,009 --> 01:02:33,488 -Yes. -Yeah. 1396 01:02:41,453 --> 01:02:43,716 So I just got a letter sent to my office 1397 01:02:43,803 --> 01:02:47,502 and I'm just gonna read it to you because it's pretty unbelievable. 1398 01:02:47,589 --> 01:02:50,418 "Good morning State Poultry Federation Reps, 1399 01:02:50,505 --> 01:02:54,074 I wanted to make you aware that Morgan Spurlock from "Supersize Me" 1400 01:02:54,161 --> 01:02:56,250 is working on a documentary 1401 01:02:56,337 --> 01:02:58,775 with a working title of 'Chicken.' 1402 01:02:58,862 --> 01:03:01,386 He's been calling companies with vague inquiries 1403 01:03:01,473 --> 01:03:04,084 about what it takes to become a grower. 1404 01:03:04,171 --> 01:03:06,565 Spurlock has also reached out to bank lenders 1405 01:03:06,652 --> 01:03:07,914 trying to get information. 1406 01:03:08,001 --> 01:03:09,611 Recently, one lender mentioned 1407 01:03:09,698 --> 01:03:12,005 that Spurlock was looking to get a chicken farm 1408 01:03:12,092 --> 01:03:13,920 calling from a New York number. 1409 01:03:14,007 --> 01:03:15,835 The lender asked if he was the filmmaker, 1410 01:03:15,922 --> 01:03:18,533 and his reply 'yes, and a chicken farmer.'" 1411 01:03:18,620 --> 01:03:20,840 Are you a filmmaker? 1412 01:03:20,927 --> 01:03:23,364 Am I a filmmaker? Yeah, and a chicken farmer. 1413 01:03:25,540 --> 01:03:27,325 Then it goes on to say, "It is unclear 1414 01:03:27,412 --> 01:03:30,023 if he is working with any activist or other groups. 1415 01:03:30,110 --> 01:03:32,504 We will keep you apprised of any new developments 1416 01:03:32,591 --> 01:03:35,724 but wanted to make sure you were aware and alert. 1417 01:03:35,812 --> 01:03:38,989 If you have any further information or know people who have been contacted, 1418 01:03:39,076 --> 01:03:40,251 please let me know. 1419 01:03:40,338 --> 01:03:42,557 Thank you, Thomas Super, 1420 01:03:42,644 --> 01:03:44,908 Senior Vice President Communications the National Chicken Council." 1421 01:03:44,995 --> 01:03:48,650 Now, the National Chicken Council is the big lobby group for Big Chicken. 1422 01:03:48,737 --> 01:03:51,392 Like, every Big Chicken company gives money to them 1423 01:03:51,479 --> 01:03:55,527 to kind of help them lobby on behalf of their interests in Washington and beyond. 1424 01:03:55,614 --> 01:03:58,878 And so, the reps hand-deliver these letters to the farmers, 1425 01:03:58,965 --> 01:04:00,575 and that's how I got it. 1426 01:04:00,662 --> 01:04:03,100 A farmer read the letter, saw my phone number, 1427 01:04:03,187 --> 01:04:06,190 and called, and the farmer said, "Listen, it says here you're looking to buy a farm. 1428 01:04:06,277 --> 01:04:08,235 We're struggling, we're trying to make ends meet. 1429 01:04:08,322 --> 01:04:10,194 If you want to buy one, buy mine." 1430 01:04:11,717 --> 01:04:13,458 It's all so bizarre. 1431 01:04:13,545 --> 01:04:15,895 The fact that all these companies are colluding together 1432 01:04:15,982 --> 01:04:17,897 to kind of talk to the National Chicken Council 1433 01:04:17,984 --> 01:04:21,553 to kind of block me from talking to farmers, 1434 01:04:21,640 --> 01:04:24,121 to growers, to getting chickens, to banks. 1435 01:04:24,208 --> 01:04:27,646 It's like, you have to ask yourself, what are they trying to hide? 1436 01:04:29,822 --> 01:04:33,478 I call, basically, the chicken industry one large mafia. 1437 01:04:33,565 --> 01:04:35,088 -Yeah? -Myself. 1438 01:04:35,175 --> 01:04:36,916 There's even the possibility 1439 01:04:37,003 --> 01:04:39,005 they're gonna retaliate against me for speaking out. 1440 01:04:40,441 --> 01:04:41,616 Thank you. 1441 01:04:41,703 --> 01:04:43,053 'Cause they don't want anybody 1442 01:04:43,140 --> 01:04:45,011 telling about what's actually going on 1443 01:04:45,098 --> 01:04:46,534 inside the chicken companies. 1444 01:04:46,621 --> 01:04:48,797 Yeah, explain to me, what do we not know? 1445 01:04:48,885 --> 01:04:53,411 What do I, as a consumer, not understand about the chicken business? 1446 01:04:53,498 --> 01:04:56,022 I don't think a consumer understands anything about it 1447 01:04:56,109 --> 01:04:58,372 other than what they see in a grocery store. 1448 01:04:58,459 --> 01:05:00,374 Mm-hmm. I see a chicken that I get to buy, 1449 01:05:00,461 --> 01:05:02,028 and I get to take home, and that's it. 1450 01:05:02,115 --> 01:05:05,640 That's right. That's all you see. You don't see... 1451 01:05:05,727 --> 01:05:08,643 maybe, how sick those chickens were 1452 01:05:08,730 --> 01:05:10,776 at times. You don't see... 1453 01:05:10,863 --> 01:05:13,605 -how mistreated the farmer is. -Yeah. 1454 01:05:13,692 --> 01:05:16,390 We used to get paid, just like, so much a pound. 1455 01:05:16,477 --> 01:05:19,872 -Yeah. -And everybody basically made the same. 1456 01:05:19,959 --> 01:05:21,874 Now, the way that they pay the chicken farmer, 1457 01:05:21,961 --> 01:05:24,398 they have him competing against other farmers. 1458 01:05:24,485 --> 01:05:25,834 Right. 1459 01:05:25,922 --> 01:05:27,488 The grower that has the best bird, 1460 01:05:27,575 --> 01:05:29,403 -he gets the top pay. -OK. 1461 01:05:29,490 --> 01:05:31,971 And from the top pay to the bottom pay... 1462 01:05:33,277 --> 01:05:35,801 is a lot of money. 1463 01:05:35,888 --> 01:05:37,324 -Wow. -Yeah. 1464 01:05:37,411 --> 01:05:39,370 This is called the tournament system. 1465 01:05:39,457 --> 01:05:42,199 The tournament system is a merit-based competition 1466 01:05:42,286 --> 01:05:44,766 that pits farmers like Jonathan against other growers. 1467 01:05:44,853 --> 01:05:46,725 It works like this. 1468 01:05:46,812 --> 01:05:49,684 Each farmer's performance is ranked according to a formula 1469 01:05:49,771 --> 01:05:52,687 which factors in things like how much the birds weigh, 1470 01:05:52,774 --> 01:05:53,819 how much they eat, 1471 01:05:53,906 --> 01:05:55,386 and how many total chickens 1472 01:05:55,473 --> 01:05:57,083 actually made it to slaughter. 1473 01:05:57,170 --> 01:05:59,129 Big Chicken makes the farmers compete 1474 01:05:59,216 --> 01:06:01,740 for a set amount of the chicken pot pie. 1475 01:06:01,827 --> 01:06:05,439 And farmers who perform well earn more money per pound of chicken. 1476 01:06:05,526 --> 01:06:08,442 Farmers performing poorly earn less. 1477 01:06:08,529 --> 01:06:11,968 But here's where farmers think it becomes unfair. 1478 01:06:12,055 --> 01:06:16,581 Remember, Big Chicken dictates every aspect of how the chicks are grown. 1479 01:06:16,668 --> 01:06:19,540 So if you get a flock of sick birds, doesn't matter. 1480 01:06:19,627 --> 01:06:21,368 If the company ships female chicks 1481 01:06:21,455 --> 01:06:23,805 that don't grow very big, tough luck. 1482 01:06:23,892 --> 01:06:26,765 If your birds won't eat the stale feed they're delivered, 1483 01:06:26,852 --> 01:06:28,810 well, that's just too bad. 1484 01:06:28,897 --> 01:06:30,987 So there's technically competition, 1485 01:06:31,074 --> 01:06:36,427 but to farmers like Jonathan, the whole system just feels rigged. 1486 01:06:36,514 --> 01:06:38,690 I hate the tournament system. It's terrible. 1487 01:06:38,777 --> 01:06:41,214 They figured out a legal way of stealing from people. 1488 01:06:41,301 --> 01:06:43,129 -Right. -And making them more money. 1489 01:06:43,216 --> 01:06:44,957 But the arguments from the industry will be, 1490 01:06:45,044 --> 01:06:47,481 we live in a capitalistic society, you know? 1491 01:06:47,568 --> 01:06:49,527 We're a business, we're supposed to make money. 1492 01:06:49,614 --> 01:06:52,051 So from their standpoint, and they say listen, 1493 01:06:52,138 --> 01:06:54,271 we're just trying to make as much money as we can. What's wrong with that? 1494 01:06:54,358 --> 01:06:57,926 Well, there's not anything wrong with making as much money as you can 1495 01:06:58,014 --> 01:06:59,972 unless you're doing harm somewhere else. 1496 01:07:00,059 --> 01:07:02,453 And they're doing harm somewhere else. 1497 01:07:02,540 --> 01:07:05,586 -Yeah. -If you are on the bottom in this ranking system, 1498 01:07:05,673 --> 01:07:09,503 there's not enough money to pay your payments, your electric bills and all that. 1499 01:07:09,590 --> 01:07:12,941 And too many times I've seen a young farmer borrow all this money 1500 01:07:13,029 --> 01:07:14,726 then lose everything he's got. 1501 01:07:15,640 --> 01:07:16,989 It's--it's not right. 1502 01:07:17,076 --> 01:07:19,731 -Thank you. -Nothing we say counts. 1503 01:07:19,818 --> 01:07:23,039 We have no input, no say. 1504 01:07:23,126 --> 01:07:25,650 When you speak out, what happens when... 1505 01:07:25,737 --> 01:07:28,174 they basically try to punish you, I guess, in some way? 1506 01:07:28,261 --> 01:07:29,828 With the tournament system, 1507 01:07:29,915 --> 01:07:32,787 it doesn't take much to go from top to bottom. 1508 01:07:32,874 --> 01:07:35,355 Integrators can manipulate the paper, the feed, 1509 01:07:35,442 --> 01:07:37,488 actual chicks coming out of the hatchery. 1510 01:07:37,575 --> 01:07:39,446 They can pick the bad flocks of chicks, 1511 01:07:39,533 --> 01:07:42,014 bring 'em to your farm, and you won't do very well. 1512 01:07:42,536 --> 01:07:43,668 Yeah. 1513 01:07:43,755 --> 01:07:45,583 I did a newspaper interview, 1514 01:07:45,670 --> 01:07:48,629 and after the interview, my pay dropped 5,000 per flock. 1515 01:07:48,716 --> 01:07:51,806 -$5,000 a flock? -$5,000 a flock. 1516 01:07:51,893 --> 01:07:53,112 They get it in for you... 1517 01:07:54,113 --> 01:07:55,810 they're your worst nightmare. 1518 01:07:59,684 --> 01:08:02,556 The tournament system is used by all the major chicken companies. 1519 01:08:02,643 --> 01:08:05,255 And according to the National Chicken Council, quote, 1520 01:08:05,342 --> 01:08:08,127 "Everyone benefits, including the farmers, 1521 01:08:08,214 --> 01:08:11,913 who are compensated according to the quality and care of their chickens." 1522 01:08:12,000 --> 01:08:15,265 They also claim, quote, "Chicken farmers are happy 1523 01:08:15,352 --> 01:08:20,966 and in many cases feel more secure in the current system." 1524 01:08:21,053 --> 01:08:24,926 Growers are accusing Tyson Foods of rigging the way they are paid. 1525 01:08:25,013 --> 01:08:27,494 Ten farmers sued the company in Hopkins County, 1526 01:08:27,581 --> 01:08:31,629 claiming a tournament system used to pay them is being used against them. 1527 01:08:33,326 --> 01:08:36,808 Can you break down, kind of, what the--what the claims are? 1528 01:08:36,895 --> 01:08:39,115 What are you guys claiming in the lawsuit? 1529 01:08:39,202 --> 01:08:42,074 Well, basically, what we're--what we're saying, Morgan is that, um... 1530 01:08:42,161 --> 01:08:44,685 the tournament system is patently unfair. 1531 01:08:44,772 --> 01:08:48,776 -Mm-hmm. -If you're gonna have growers compete against each other, 1532 01:08:48,863 --> 01:08:51,170 everybody has to be treated equally. 1533 01:08:51,257 --> 01:08:53,825 And that's not even close to what's happening in this case. 1534 01:08:53,912 --> 01:08:55,479 -Yeah. -More often than not, 1535 01:08:55,566 --> 01:08:58,960 Tyson manipulates the variables that are used 1536 01:08:59,047 --> 01:09:00,397 to rank these fellas. 1537 01:09:06,272 --> 01:09:08,318 How many houses do you have? 1538 01:09:08,405 --> 01:09:09,928 I've got 52 chicken houses. 1539 01:09:10,015 --> 01:09:12,278 -Fifty-two? -Yes, sir. 1540 01:09:12,365 --> 01:09:15,020 We'll have one do good, one'll do bad, one'll do good, one'll do bad. 1541 01:09:15,107 --> 01:09:16,456 One will stay in the middle. 1542 01:09:16,543 --> 01:09:18,458 It's just a roller coaster. 1543 01:09:18,545 --> 01:09:20,765 You could sell one farmer birds this week and be number one. 1544 01:09:20,852 --> 01:09:21,983 And then eight weeks later-- 1545 01:09:22,070 --> 01:09:23,898 It don't have to be eight weeks. 1546 01:09:23,985 --> 01:09:25,857 You could sell a farmer birds next week and be dead last. 1547 01:09:25,944 --> 01:09:28,599 So when something like that happens, what-what changed? 1548 01:09:28,686 --> 01:09:30,296 My water didn't change. 1549 01:09:30,383 --> 01:09:32,080 My settings didn't change. 1550 01:09:32,168 --> 01:09:34,648 My--You know, we didn't change anything. 1551 01:09:34,735 --> 01:09:37,477 The temperature's the same, the water consumption's the same, everything's the same, 1552 01:09:37,564 --> 01:09:40,698 but the only variables is the chicken and the feed that you get. 1553 01:09:40,785 --> 01:09:43,309 It's the variables that you get from Tyson. 1554 01:09:43,396 --> 01:09:45,529 Yeah, so you go from being a great chicken farmer to a terrible chicken farmer. 1555 01:09:45,616 --> 01:09:48,793 A-a-and... six months down the road you can be out of business. 1556 01:09:48,880 --> 01:09:51,361 We hear the same complaint 1557 01:09:51,448 --> 01:09:54,320 from all these growers, all across the country. 1558 01:09:54,407 --> 01:09:56,104 They're saying the same thing. 1559 01:09:56,192 --> 01:09:58,150 -Yeah. -And it tells me... 1560 01:09:58,237 --> 01:10:03,286 that they're a victim of the same corrupt, rigged system. 1561 01:10:03,373 --> 01:10:07,028 Tyson's got an incentive to make sure that these guys stay 1562 01:10:07,115 --> 01:10:09,509 -in debt. -Why? 1563 01:10:09,596 --> 01:10:11,555 Because then they have control over them. 1564 01:10:11,642 --> 01:10:13,774 They know a man in debt, you know, is-- 1565 01:10:13,861 --> 01:10:17,735 he needs that next flock of chickens to-- just to survive. 1566 01:10:17,822 --> 01:10:20,607 Did they ask you for anything in particular when you get those contracts? 1567 01:10:20,694 --> 01:10:21,782 Yes, sir. 1568 01:10:21,869 --> 01:10:23,306 I've had to put in new heaters 1569 01:10:23,393 --> 01:10:25,003 in order to keep up with the contract. 1570 01:10:25,090 --> 01:10:27,223 That was about an $80,000 upgrade. 1571 01:10:27,310 --> 01:10:29,050 -New controllers. -Yeah. 1572 01:10:29,137 --> 01:10:31,314 New lighting and stuff when I got my last contract. 1573 01:10:31,401 --> 01:10:33,577 You get barely above the water and that's where they want you. 1574 01:10:33,664 --> 01:10:36,232 Or you gotta upgrade for the next contract... 1575 01:10:37,450 --> 01:10:40,366 and--and so you're back in debt. 1576 01:10:46,459 --> 01:10:48,331 - Thanks for doing this. -Sure. 1577 01:10:48,418 --> 01:10:51,899 So, um, when did you work at Tyson and for how long? 1578 01:10:51,986 --> 01:10:55,076 I worked for Tyson Foods for well over five years. 1579 01:10:55,163 --> 01:10:56,730 I was a field representative. 1580 01:10:56,817 --> 01:11:00,168 I saw several things that I didn't... 1581 01:11:00,256 --> 01:11:04,260 didn't agree with morally, where certain growers were treated... 1582 01:11:04,347 --> 01:11:05,913 differently than other growers, 1583 01:11:06,000 --> 01:11:08,916 and I have seen the system being manipulated. 1584 01:11:09,003 --> 01:11:11,702 What were the incidents that stand out in your mind? 1585 01:11:11,789 --> 01:11:15,880 Uh, certain supervisors instructed me to go out and to make sure 1586 01:11:15,967 --> 01:11:19,057 that I used every available option I had 1587 01:11:19,144 --> 01:11:22,060 to control contract grower farms. 1588 01:11:23,757 --> 01:11:26,934 Tyson and other integrators will force upgrades 1589 01:11:27,021 --> 01:11:30,721 when they're not necessarily needed as a control mechanism 1590 01:11:30,808 --> 01:11:33,376 to keep people under their thumb. 1591 01:11:33,463 --> 01:11:36,422 So Tyson purposely keeps farmers in debt? 1592 01:11:37,902 --> 01:11:42,036 In my opinion, the debt is encouraged. 1593 01:11:42,123 --> 01:11:45,779 Then why do you believe Tyson... rigs the system? 1594 01:11:46,780 --> 01:11:48,434 To simply control. 1595 01:11:48,521 --> 01:11:50,218 If you're running a business, don't you want 1596 01:11:50,306 --> 01:11:52,264 as much control over that business as you can have? 1597 01:11:55,093 --> 01:11:57,574 One of the greatest things that we have to sustain 1598 01:11:57,661 --> 01:11:59,532 is our relationship with our farmers. 1599 01:11:59,619 --> 01:12:01,752 Because without that relationship 1600 01:12:01,839 --> 01:12:03,536 we don't have a business. 1601 01:12:03,623 --> 01:12:07,323 Our relationship is the cornerstone of who we are. 1602 01:12:07,410 --> 01:12:10,500 Tyson is controlling family farmers. 1603 01:12:10,587 --> 01:12:12,589 And that's probably what hits me the hardest... 1604 01:12:12,676 --> 01:12:14,678 They care about what they're doing out there. 1605 01:12:14,765 --> 01:12:17,333 It's their house, it's their livelihood. 1606 01:12:17,420 --> 01:12:19,552 ...because they're in my community. 1607 01:12:19,639 --> 01:12:22,512 These are people that I've known for multiple years. 1608 01:12:22,599 --> 01:12:25,993 I've known their children. I've watched some of their children grow up. 1609 01:12:26,080 --> 01:12:29,562 Our farmer partners are critical to our success. 1610 01:12:29,649 --> 01:12:33,044 We're critical to their success. That's their livelihood. 1611 01:12:36,047 --> 01:12:38,615 You know what really gets under my skin, 1612 01:12:38,702 --> 01:12:41,618 is when I have to watch a commercial about somebody 1613 01:12:41,705 --> 01:12:45,143 saying how big we're a family farmer and how much we support these guys, 1614 01:12:45,230 --> 01:12:46,449 and you really don't do that. 1615 01:12:46,536 --> 01:12:48,015 Don't lie to my face. 1616 01:12:53,107 --> 01:12:55,501 Once you build that chicken house, 1617 01:12:55,588 --> 01:12:57,808 enter into that agreement, 1618 01:12:57,895 --> 01:12:59,810 then you're trapped in that system. 1619 01:12:59,897 --> 01:13:02,465 The farmer... 1620 01:13:02,552 --> 01:13:04,815 he's an indentured servant. 1621 01:13:04,902 --> 01:13:07,513 I mean, he owes all this money and the only way he can pay it back is 1622 01:13:07,600 --> 01:13:09,080 through growing chickens. 1623 01:13:10,255 --> 01:13:11,430 There have been many... 1624 01:13:12,083 --> 01:13:13,911 uh... 1625 01:13:13,998 --> 01:13:16,087 men and women... 1626 01:13:16,174 --> 01:13:18,176 who have left as broken people. 1627 01:13:19,786 --> 01:13:22,180 It--it's just a vicious cycle. 1628 01:13:22,267 --> 01:13:23,921 They want to keep you enslaved. 1629 01:13:25,836 --> 01:13:28,316 It used to be good, though, Morgan, it really did. 1630 01:13:28,404 --> 01:13:30,536 Yeah. 1631 01:13:30,623 --> 01:13:33,278 So how much debt are you carrying right now on 'em, on all the houses? 1632 01:13:33,365 --> 01:13:36,237 On all the houses, I'd probably say right around and-- 1633 01:13:36,324 --> 01:13:37,587 around $4 million. 1634 01:13:37,674 --> 01:13:39,415 -Four million? -Yes, sir. 1635 01:13:39,502 --> 01:13:42,809 I mean, I'm carrying... this corporation on my back. 1636 01:13:42,896 --> 01:13:45,812 along with every other honest, hardworking family farmer 1637 01:13:45,899 --> 01:13:48,336 in the country that's growing chickens. 1638 01:13:48,424 --> 01:13:50,600 We're on call 24/7. 1639 01:13:50,687 --> 01:13:53,037 We didn't go anywhere away from those chicken houses for ten years. 1640 01:13:53,124 --> 01:13:55,213 Man, I've--I couldn't even tell you. 1641 01:13:55,300 --> 01:14:00,305 Family reunions, I mean, Christmas Day with the family. 1642 01:14:00,392 --> 01:14:03,308 I placed chickens two days after my son died. 1643 01:14:07,007 --> 01:14:08,966 I can't tell you the stress level of it. 1644 01:14:09,053 --> 01:14:12,143 The stress level of-- of dealing with a company 1645 01:14:12,230 --> 01:14:15,102 that tells you that everything that happens is your fault 1646 01:14:15,189 --> 01:14:16,408 when you know different. 1647 01:14:19,672 --> 01:14:21,021 It's all about money. 1648 01:14:22,762 --> 01:14:27,114 These companies have their-- their thumb on these people. 1649 01:14:27,201 --> 01:14:28,986 And they know it. 1650 01:14:29,073 --> 01:14:32,076 And what's sad about it is the growers know it, too. 1651 01:14:32,163 --> 01:14:34,470 I don't want anybody to live like I do. 1652 01:14:35,732 --> 01:14:36,863 How is that? 1653 01:14:36,950 --> 01:14:38,125 Well, I mean... 1654 01:14:45,481 --> 01:14:47,091 'cause of this. 1655 01:14:50,573 --> 01:14:52,618 It's just not worth it. 1656 01:14:52,705 --> 01:14:55,621 This is a life I wish nobody had to do. 1657 01:15:26,304 --> 01:15:27,827 Hey. 1658 01:15:27,914 --> 01:15:29,525 I got your sheets. 1659 01:15:29,612 --> 01:15:31,788 Settlement on the last flock of chickens I sold. 1660 01:15:33,790 --> 01:15:36,357 And it has me... 1661 01:15:36,444 --> 01:15:39,883 11 out of 11. I'm bottom on the ranking system. 1662 01:15:39,970 --> 01:15:42,015 -You're in last place? -I'm in last place. 1663 01:15:42,102 --> 01:15:43,843 But here's your check. 1664 01:15:45,410 --> 01:15:47,586 Yeah, I'm getting less money, a lot less money. 1665 01:15:47,673 --> 01:15:51,721 For this flock, it's $11,980. 1666 01:15:51,808 --> 01:15:55,463 $5,000 they gypped me right here on the ranking system. 1667 01:15:55,551 --> 01:15:57,944 -Yeah. -$5,000 go a long way paying your bills. 1668 01:15:58,031 --> 01:15:59,685 Right. 1669 01:15:59,772 --> 01:16:01,339 It's just one thing after another, constantly. 1670 01:16:01,426 --> 01:16:03,515 -It never lets up. -Yeah. 1671 01:16:03,602 --> 01:16:06,562 So with this, like, so-- so you're last place. 1672 01:16:06,649 --> 01:16:08,302 Doesn't make sense. 1673 01:16:08,389 --> 01:16:11,305 I had the largest chicken on the sheet. 1674 01:16:11,392 --> 01:16:13,960 When you see this... 1675 01:16:14,047 --> 01:16:16,310 is the company trying to send you a message? 1676 01:16:16,397 --> 01:16:18,965 Sounds like it. They may have found out about, 1677 01:16:19,052 --> 01:16:20,706 uh, what we're doing now. 1678 01:16:21,925 --> 01:16:23,796 Usually, anything like that goes on, 1679 01:16:23,883 --> 01:16:25,450 they'll call and let the companies know. 1680 01:16:25,537 --> 01:16:27,365 -Mm-hmm. -Hey, there's something going on 1681 01:16:27,452 --> 01:16:30,803 that you may not know about and so we can't trust anybody. 1682 01:16:33,545 --> 01:16:35,591 Man, that's terrible. I'm sorry. 1683 01:16:43,381 --> 01:16:46,340 So you're a third generation chicken farmer. 1684 01:16:46,427 --> 01:16:48,168 You want your son to be a chicken farmer? 1685 01:16:48,255 --> 01:16:51,215 Well, I did, but now I wouldn't advise him to. 1686 01:16:51,302 --> 01:16:53,478 He's wanted to. 1687 01:16:53,565 --> 01:16:57,134 This is what I know. It's what I was raised in. I'm good at it. 1688 01:16:57,221 --> 01:17:00,093 I've got a skill to do things that most couldn't, 1689 01:17:00,180 --> 01:17:03,923 but I watch him get so stressed out 1690 01:17:04,010 --> 01:17:07,361 when stuff would go wrong or happen that was out of his control, 1691 01:17:07,448 --> 01:17:09,407 and I don't see myself wanting to do it now 1692 01:17:09,494 --> 01:17:12,279 for the integrators that I know are here. 1693 01:17:12,366 --> 01:17:14,020 Yeah. 1694 01:17:14,107 --> 01:17:15,848 The way that the chicken company is, 1695 01:17:15,935 --> 01:17:18,024 he can't go ahead and carry this on 1696 01:17:18,111 --> 01:17:20,070 and be the fourth generation chicken farmer, 1697 01:17:20,157 --> 01:17:22,376 and he can't pass it on to his son. 1698 01:17:22,463 --> 01:17:24,727 The legacy's stopping now. 1699 01:17:24,814 --> 01:17:26,293 - Really? 1700 01:18:05,332 --> 01:18:07,073 Can you grab the drill? 1701 01:18:07,160 --> 01:18:08,509 We're good to go. 1702 01:18:17,040 --> 01:18:19,129 We can go ahead and raise the waters. 1703 01:18:23,394 --> 01:18:25,657 Now, it's wait till the catchers show up. 1704 01:18:28,529 --> 01:18:30,314 Is it normal that I feel a little bad 1705 01:18:30,401 --> 01:18:32,490 that I sending my chickens off to slaughter? 1706 01:18:32,577 --> 01:18:35,667 I think you would be not normal if it didn't affect you. 1707 01:18:35,754 --> 01:18:38,191 Is it just because it's my first flock, is that why? 1708 01:18:38,278 --> 01:18:41,934 Yeah, you got used to 'em and you don't wanna see 'em die. 1709 01:18:42,021 --> 01:18:45,982 If you did this a hundred or a thousand times, it'd just be nonchalant. 1710 01:18:46,069 --> 01:18:47,810 Wouldn't worry you or bother you a bit. 1711 01:18:52,989 --> 01:18:54,164 All right, fellas. 1712 01:18:54,773 --> 01:18:55,948 This is it. 1713 01:19:38,164 --> 01:19:39,557 How many is in that one? 1714 01:19:39,644 --> 01:19:40,819 Three. 1715 01:19:40,906 --> 01:19:42,168 -One more. -Thank you. 1716 01:19:47,826 --> 01:19:49,088 Come on, get in there. 1717 01:19:55,791 --> 01:19:57,096 So far, 1718 01:19:57,183 --> 01:19:58,489 since we've just been gathering them, 1719 01:19:58,576 --> 01:20:00,404 four have died of heart attacks. 1720 01:20:06,105 --> 01:20:07,846 Come on, big bird, get in there. 1721 01:21:04,076 --> 01:21:06,818 It's like all I look at now is everything that has to be fixed; 1722 01:21:06,905 --> 01:21:09,690 cracks in the walls, things that are all rusted through. 1723 01:21:09,777 --> 01:21:11,518 The vents have to be functioning; 1724 01:21:11,605 --> 01:21:13,825 repair the holes; things that are just dirty. 1725 01:21:13,912 --> 01:21:16,306 Everywhere you touch is just greasy and sticky. 1726 01:21:16,393 --> 01:21:17,916 The list is huge. 1727 01:21:40,896 --> 01:21:43,420 Look at those delicious grill marks on there. 1728 01:21:43,507 --> 01:21:45,204 -Charcoal powder. - Yep. 1729 01:21:45,291 --> 01:21:48,338 We're going to do kind of a natural looking feel. 1730 01:21:48,425 --> 01:21:50,470 Fixodent to glue parts. 1731 01:21:50,557 --> 01:21:53,038 K-Y Jelly, dab it on and it sticks perfectly. 1732 01:21:54,518 --> 01:21:55,693 Drops. 1733 01:21:55,780 --> 01:21:56,868 What is this? 1734 01:21:56,955 --> 01:21:57,956 Glycerin. 1735 01:21:58,043 --> 01:21:59,436 Now I need the mustard. 1736 01:21:59,523 --> 01:22:01,655 -Scotchgard. - Scotchgard. 1737 01:22:01,742 --> 01:22:03,222 I'll do them with Scotchgard. 1738 01:22:03,309 --> 01:22:05,529 It will give you nice drips down the side. 1739 01:22:05,616 --> 01:22:07,661 That is the most perfectly placed drip I've ever seen in my life. 1740 01:22:07,748 --> 01:22:09,185 Little seeds. 1741 01:22:09,272 --> 01:22:10,882 Little more homemade-looking 1742 01:22:10,969 --> 01:22:12,492 goes in that farm-to-table kind of feel. 1743 01:22:12,579 --> 01:22:13,972 Did you tweak that dangler, Jeff? 1744 01:22:14,059 --> 01:22:15,191 Yes, I did. 1745 01:22:17,323 --> 01:22:19,847 Man, that is a good looking chicken sandwich. 1746 01:22:19,935 --> 01:22:21,414 I'm gonna show you a bunch of names. 1747 01:22:21,501 --> 01:22:22,546 Fantastic. 1748 01:22:22,633 --> 01:22:23,677 Peep No Evil. 1749 01:22:23,764 --> 01:22:24,722 Cluck and Dagger. 1750 01:22:24,809 --> 01:22:25,723 Charred & Feathered. 1751 01:22:25,810 --> 01:22:26,724 Conspiracy Chicken. 1752 01:22:26,811 --> 01:22:27,855 Goodbird. 1753 01:22:27,943 --> 01:22:28,856 Flippin' the Bird. 1754 01:22:28,944 --> 01:22:29,857 Bird + Bun. 1755 01:22:29,945 --> 01:22:30,902 Dumb Cluck. 1756 01:22:30,989 --> 01:22:32,686 Mother Cluckers. 1757 01:22:32,773 --> 01:22:34,210 And of course, we're trying to create Chicktopia. 1758 01:22:34,297 --> 01:22:35,646 Chickri-la. 1759 01:22:35,733 --> 01:22:37,082 So this is a new size cup, right? 1760 01:22:37,169 --> 01:22:38,692 -Yeah. -Squattier, smaller. 1761 01:22:38,779 --> 01:22:40,651 OK. 1762 01:22:40,738 --> 01:22:42,870 Then we've got our handwritten messages on the cups. 1763 01:22:42,958 --> 01:22:44,307 So there's a red sticker for spicy, green for the regular. 1764 01:22:44,394 --> 01:22:46,135 -What about the wrapper? -It's brown paper. 1765 01:22:46,222 --> 01:22:48,224 -It's good. - Approved. 1766 01:23:02,151 --> 01:23:05,067 Can you tell me the fast-food experience you've had? 1767 01:23:05,154 --> 01:23:08,244 Four years restaurant management experience. 1768 01:23:08,331 --> 01:23:09,680 -I'm a cook. -Team leader. 1769 01:23:09,767 --> 01:23:11,203 Hamburger specialist. 1770 01:23:11,290 --> 01:23:12,596 -I started out at Chipotle. -McDonald's. 1771 01:23:12,683 --> 01:23:13,858 -Jack in the Box. -Chick-fil-A. 1772 01:23:13,945 --> 01:23:15,164 -Popeyes. -White Castle. 1773 01:23:15,251 --> 01:23:16,295 -Burger King. -Taco Bell. 1774 01:23:16,382 --> 01:23:17,905 -Wendy's. -May pay is... 1775 01:23:17,993 --> 01:23:20,212 -$7.25. -$7.25. 1776 01:23:20,299 --> 01:23:23,650 $7.25 still, and I've been in the industry of fast-food for seven years. 1777 01:23:23,737 --> 01:23:24,869 There are no benefits. 1778 01:23:24,956 --> 01:23:26,262 There are no sick days. 1779 01:23:26,349 --> 01:23:27,654 You can either come into work sick... 1780 01:23:27,741 --> 01:23:29,265 They'd be sneezing on their hands. 1781 01:23:29,352 --> 01:23:30,962 Not trying to cough all over everything but... 1782 01:23:31,049 --> 01:23:32,355 One job is not enough. 1783 01:23:32,442 --> 01:23:34,531 The working conditions sucks. 1784 01:23:34,618 --> 01:23:36,098 And that's just the way that it is. 1785 01:23:36,185 --> 01:23:37,664 If you don't like it, you can leave 1786 01:23:37,751 --> 01:23:38,665 and we'll find somebody else to replace you. 1787 01:23:38,752 --> 01:23:39,840 Everyone's replaceable. 1788 01:23:41,799 --> 01:23:43,453 Welcome to Chicken corporate training. 1789 01:23:43,540 --> 01:23:45,977 Whoo! Yes! 1790 01:23:50,590 --> 01:23:51,939 Here's the most important part. 1791 01:23:52,027 --> 01:23:53,854 The flavor char station, 1792 01:23:53,941 --> 01:23:57,597 where you install the flavor char marks. 1793 01:23:57,684 --> 01:23:59,121 And then... boom. 1794 01:23:59,208 --> 01:24:00,470 Grilled crispy chicken sandwiches. 1795 01:24:00,557 --> 01:24:02,689 -Right there. 1796 01:24:04,126 --> 01:24:05,823 The char marks on top. 1797 01:24:05,910 --> 01:24:07,259 Look at your build if you ever have a question. 1798 01:24:07,346 --> 01:24:08,434 And then just across, right? 1799 01:24:08,521 --> 01:24:09,609 Great. 1800 01:24:09,696 --> 01:24:11,655 -Generous. -Yeah, generous. 1801 01:24:11,742 --> 01:24:14,310 That's a good wrap. Nice job. 1802 01:24:14,397 --> 01:24:17,095 Well, there is a new restaurant to cluck about this weekend. 1803 01:24:17,182 --> 01:24:19,663 It's going to be a chicken restaurant. 1804 01:24:19,750 --> 01:24:22,187 Brought to Central Ohio by Morgan Spurlock. 1805 01:24:22,274 --> 01:24:24,494 The star of the documentary "Super Size Me." 1806 01:24:24,581 --> 01:24:26,757 Now he's opening his own restaurant, right here in Central Ohio. 1807 01:24:26,844 --> 01:24:29,629 ...brown paper covering whatever is going on inside. 1808 01:24:29,716 --> 01:24:31,327 I hope we get a lot of people to come out 1809 01:24:31,414 --> 01:24:33,590 and enjoy that delicious grilled crispy chicken sandwich. 1810 01:24:33,677 --> 01:24:35,853 Grilled crispy chicken sandwich today? 1811 01:24:35,940 --> 01:24:38,290 Is that a fried sandwich, the grilled crispy chicken sandwich? 1812 01:24:38,377 --> 01:24:40,031 Oh, no sir, we do not say the "F" word in here. 1813 01:24:40,118 --> 01:24:41,467 -What do we say? - Crispy. 1814 01:24:41,554 --> 01:24:42,816 -One more time. -Crispy. 1815 01:24:42,903 --> 01:24:44,644 That's right. 1816 01:24:44,731 --> 01:24:46,733 The food is advertised as 100% natural. 1817 01:24:46,820 --> 01:24:48,431 - All natural. - All natural. 1818 01:24:48,518 --> 01:24:50,520 -Farm to table. - Farm to table. 1819 01:24:50,607 --> 01:24:52,696 Antibiotic-free, hormone-free, humanely raised... 1820 01:24:52,783 --> 01:24:55,655 The big, beautiful green awning just screams fresh and natural. 1821 01:24:55,742 --> 01:24:58,093 We're going to be the most honest and most transparent, 1822 01:24:58,180 --> 01:25:00,704 the most authentic fast-food restaurant you're ever been to. 1823 01:25:00,791 --> 01:25:02,140 OK. 1824 01:25:02,227 --> 01:25:03,489 This Saturday, 11:00 am, grand opening. 1825 01:25:03,576 --> 01:25:05,796 -One, two, three... 1826 01:25:16,763 --> 01:25:18,983 Hi, you've reached the voice mail for Tom Super, 1827 01:25:19,070 --> 01:25:20,724 -please leave a message. 1828 01:25:20,811 --> 01:25:23,118 Hey, Tom, it's Morgan Spurlock calling. 1829 01:25:23,205 --> 01:25:25,729 Uh, give me a call back when you get a chance on my cell. 1830 01:25:25,816 --> 01:25:27,731 I would love to talk to you whenever you get a minute. 1831 01:25:27,818 --> 01:25:30,386 Hope you're good, man. Thanks. Bye. 1832 01:25:30,473 --> 01:25:34,259 Do you remember that letter that I got from the guy at the Chicken Council in D.C. 1833 01:25:34,346 --> 01:25:37,610 warning "chicken people" all about me making this movie? 1834 01:25:37,697 --> 01:25:41,484 Well, I'm in Washington, D.C., to track down Tom Super, 1835 01:25:41,571 --> 01:25:44,095 the guy who wrote that letter. That's him. 1836 01:25:44,182 --> 01:25:47,142 Hi, you've reached Tom Super. Please leave a message. 1837 01:25:47,229 --> 01:25:49,753 The grand opening of my chicken restaurant is this Saturday, 1838 01:25:49,840 --> 01:25:53,583 so I felt like it's the least I could do to invite him. 1839 01:25:57,804 --> 01:25:59,066 Hey, how are you? 1840 01:25:59,154 --> 01:26:00,459 I'm going up to the fourth floor. 1841 01:26:00,546 --> 01:26:02,287 -May I see your I.D.? -Sure, of course. 1842 01:26:02,374 --> 01:26:04,550 -Cool, thanks. Am I good to head up? -Yeah. 1843 01:26:06,161 --> 01:26:07,466 Thank you very much. 1844 01:26:12,993 --> 01:26:13,994 Hey, how are you? 1845 01:26:14,081 --> 01:26:15,779 -Good. -Good. 1846 01:26:15,866 --> 01:26:17,694 -May I help you? -Yeah, I'm here to see Tom Super. 1847 01:26:19,565 --> 01:26:22,220 -I'll see if he's available. -Cool. Thanks. 1848 01:26:25,441 --> 01:26:28,052 -If you could wait here. -Oh, wait here? Oh. 1849 01:26:31,360 --> 01:26:32,970 The way she looked down that hallway 1850 01:26:33,057 --> 01:26:35,102 makes me think Tom Super just went to the bathroom. 1851 01:26:48,420 --> 01:26:50,030 Tom's not in the office. 1852 01:26:50,117 --> 01:26:51,989 -He's not in? He's not here? -No. 1853 01:26:52,685 --> 01:26:54,383 -No? OK. -Mm-mm. 1854 01:26:54,470 --> 01:26:56,428 So could I leave you something for you, for him then? 1855 01:26:56,515 --> 01:26:57,603 Yeah. 1856 01:26:57,690 --> 01:26:59,126 It's an invitation to a-- 1857 01:26:59,214 --> 01:27:00,780 I have a restaurant opening in Columbus. 1858 01:27:00,867 --> 01:27:02,565 So could you pass this off to him? 1859 01:27:02,652 --> 01:27:04,741 'Cause I wanted to make sure he was invited to come. 1860 01:27:04,828 --> 01:27:06,786 Did you take pictures of our logo? 1861 01:27:06,873 --> 01:27:08,223 'Cause that's not allowed. 1862 01:27:08,310 --> 01:27:10,225 -That's not allowed. OK. - OK. 1863 01:27:10,312 --> 01:27:12,357 -How did you get up here? -How did we get up here? 1864 01:27:12,444 --> 01:27:13,924 -Yeah. -We took the elevator. 1865 01:27:14,011 --> 01:27:15,926 How did you get past security? 1866 01:27:16,013 --> 01:27:17,710 I'm a really nice guy. 1867 01:27:17,797 --> 01:27:19,451 No, that doesn't work. 1868 01:27:19,538 --> 01:27:21,323 It's true. It's true. 1869 01:27:21,410 --> 01:27:23,020 OK, I'll put this on Tom's desk. 1870 01:27:23,107 --> 01:27:24,543 Put that on Tom's desk. I appreciate it. 1871 01:27:24,630 --> 01:27:25,849 -OK. -Thank you very much. 1872 01:27:38,383 --> 01:27:40,255 - Joining us this morning... - Morning. 1873 01:27:40,342 --> 01:27:41,778 You know his face, you know his name. 1874 01:27:41,865 --> 01:27:43,823 The director, producer Morgan Spurlock 1875 01:27:43,910 --> 01:27:46,348 is now opening up his own fast-food restaurant 1876 01:27:46,435 --> 01:27:49,873 right here in Columbus in a building that used to be a Wendy's. 1877 01:27:49,960 --> 01:27:51,309 Used to be a Wendy's. 1878 01:27:51,396 --> 01:27:53,311 Our goal is to take over, you know, 1879 01:27:53,398 --> 01:27:56,009 the bones of old, dead fast-food restaurants all over America. 1880 01:27:56,096 --> 01:27:58,664 But why are you choosing to start off in Columbus? 1881 01:27:58,751 --> 01:28:01,363 Well, 'cause Columbus is the test market capital of America, 1882 01:28:01,450 --> 01:28:05,018 So what better place to taste the Grilled Crispy Chicken sandwich than in Columbus, Ohio? 1883 01:28:05,105 --> 01:28:07,325 Well, that's something to look forward to. 1884 01:28:07,412 --> 01:28:09,458 Ribbon cutting's at 10:30, 1885 01:28:09,545 --> 01:28:11,329 -11:00 am grand opening. -All right, 1886 01:28:11,416 --> 01:28:13,244 gonna be something new in store there. 1887 01:28:13,331 --> 01:28:14,898 Well, coming up, it's Wild Wednesday. 1888 01:28:14,985 --> 01:28:16,856 Lisa's out checking out four new... 1889 01:28:38,704 --> 01:28:40,706 Today is the big day. 1890 01:28:41,794 --> 01:28:43,709 Today we're finally opening. 1891 01:28:43,796 --> 01:28:46,277 Fast food, fresh, local, healthier. 1892 01:28:46,364 --> 01:28:47,496 It's long overdue. 1893 01:28:47,583 --> 01:28:49,193 I'm sure it'll be good. 1894 01:28:49,280 --> 01:28:50,629 I think it's gonna help change people's lives. 1895 01:28:50,716 --> 01:28:52,457 It's gonna make people healthier. 1896 01:28:52,544 --> 01:28:55,460 I'm not... expecting anything less than that. 1897 01:28:55,547 --> 01:28:58,202 But now the real question is, are people actually ready 1898 01:28:58,289 --> 01:29:00,813 for a 100% transparent, 1899 01:29:01,814 --> 01:29:03,686 honest food experience? 1900 01:29:04,339 --> 01:29:06,036 And... 1901 01:29:06,123 --> 01:29:07,342 we'll find out. 1902 01:29:13,217 --> 01:29:15,567 -Thank you guys so much for coming. 1903 01:29:17,047 --> 01:29:18,614 Nice to meet you, come on in. 1904 01:29:20,050 --> 01:29:21,921 Come on in. Thanks for coming, guys. 1905 01:29:22,008 --> 01:29:23,358 Nice to meet you. 1906 01:29:25,534 --> 01:29:27,579 Nice to meet you. Thanks for being here. 1907 01:29:27,666 --> 01:29:29,146 Nice to meet you. I am so excited. 1908 01:29:29,233 --> 01:29:31,278 Thank you, everyone, for being here today. 1909 01:29:33,933 --> 01:29:36,762 -You guys braved the weather to come here. 1910 01:29:38,547 --> 01:29:41,027 Now, most of you probably thought 1911 01:29:41,114 --> 01:29:44,074 that this is the last place that you would ever see me. 1912 01:29:44,161 --> 01:29:48,513 And, believe me, 12 years ago when I was throwing up out of the side of a car window 1913 01:29:48,600 --> 01:29:52,474 after stuffing myself with McDonald's, this was the last place I thought I'd ever see me. 1914 01:29:53,823 --> 01:29:55,085 But... 1915 01:29:56,260 --> 01:29:57,827 I've had a revelation. 1916 01:29:59,350 --> 01:30:02,397 After watching fast-food business continue to grow, 1917 01:30:04,181 --> 01:30:07,314 seeing how these companies say that they're changing, 1918 01:30:07,402 --> 01:30:10,013 that they're becoming more healthy, 1919 01:30:10,100 --> 01:30:14,931 that they're becoming everything we wanted them to be. 1920 01:30:15,018 --> 01:30:19,936 And every year these chains continue to sell us the same tired food, 1921 01:30:20,023 --> 01:30:24,331 only now, with new and improved marketing and spin. 1922 01:30:27,465 --> 01:30:31,904 Today is the first step towards total honesty in a lying industry. 1923 01:30:34,124 --> 01:30:38,345 Today, we tell you everything that they never would. 1924 01:30:42,698 --> 01:30:44,003 Ladies and gentlemen... 1925 01:30:44,917 --> 01:30:46,179 I give you... 1926 01:30:48,617 --> 01:30:49,618 Holy Chicken! 1927 01:30:49,705 --> 01:30:51,010 Holy Chicken! 1928 01:30:55,319 --> 01:30:56,973 Holy Chicken! Holy Chicken! 1929 01:30:57,060 --> 01:30:58,670 Holy Chicken! 1930 01:30:58,757 --> 01:30:59,932 So that will be the name of it, Holy Chicken! 1931 01:31:00,019 --> 01:31:01,717 Holy Chicken! 1932 01:31:01,804 --> 01:31:03,370 I would like to present you this certificate 1933 01:31:03,458 --> 01:31:04,894 and welcome you officially to the State of Ohio. 1934 01:31:04,981 --> 01:31:07,244 That is fantastic. Thank you so much. 1935 01:31:07,331 --> 01:31:10,682 At Holy Chicken! near Westerville, the line was out the door. 1936 01:31:10,769 --> 01:31:12,989 Welcome to Holy Chicken! How may I help you today? 1937 01:31:13,076 --> 01:31:15,252 Could I please do the Grilled Crispy Chicken Sandwich? 1938 01:31:15,339 --> 01:31:17,036 A Grilled Crispy Chicken Sandwich, you got it. 1939 01:31:17,123 --> 01:31:19,517 -Grilled Crispy... -Regular, not spicy. 1940 01:31:20,562 --> 01:31:21,867 A regular sandwich and a spicy. 1941 01:31:21,954 --> 01:31:23,086 One regular, one spicy. 1942 01:31:23,173 --> 01:31:24,653 Grilled Crispy Chicken Sandwich. 1943 01:31:24,740 --> 01:31:26,089 We'll call your name when your food is ready. 1944 01:31:26,176 --> 01:31:27,830 Honesty never tasted so good. 1945 01:31:27,917 --> 01:31:30,093 -Welcome to Holy Chicken! -This is delicious. 1946 01:31:30,180 --> 01:31:31,790 -Mmm. -Really good. 1947 01:31:33,096 --> 01:31:34,619 Can I get a bun, please? 1948 01:31:35,968 --> 01:31:37,274 -Very, very fresh. -Oh, yeah. 1949 01:31:37,361 --> 01:31:39,015 It's a solid sandwich. 1950 01:31:39,102 --> 01:31:40,190 It's actually... 1951 01:31:40,277 --> 01:31:41,931 -deep fried. -Mm-hmm. 1952 01:31:42,018 --> 01:31:44,411 We don't say that "F" word at--at Holy Chicken! 1953 01:31:44,499 --> 01:31:46,239 Crispy! 1954 01:31:46,326 --> 01:31:47,545 Just like the rest of the fast-food industry, 1955 01:31:47,632 --> 01:31:48,894 we never use the "F" word here. 1956 01:31:48,981 --> 01:31:50,592 -We never call it fried. -Sorry. 1957 01:31:50,679 --> 01:31:53,377 -We never call it 1958 01:31:53,464 --> 01:31:54,944 -Even though it is. - Crispy! 1959 01:31:55,031 --> 01:31:56,772 That way you can feel better about yourself 1960 01:31:56,859 --> 01:31:59,122 while eating craveable, greasy food. 1961 01:31:59,209 --> 01:32:00,993 Hi! Welcome to Holy Chicken! 1962 01:32:01,080 --> 01:32:02,691 - Tawanda. Tawanda. 1963 01:32:02,778 --> 01:32:04,562 Come on up, Tawanda. 1964 01:32:04,649 --> 01:32:06,303 We'll call your name when your food's ready, 1965 01:32:06,390 --> 01:32:07,478 but while you wait, be sure and take a look around. 1966 01:32:07,565 --> 01:32:09,045 See the frickin'... 1967 01:32:09,132 --> 01:32:10,525 Yeah. Interesting signage around here. 1968 01:32:10,612 --> 01:32:12,875 Next customer. Welcome to Holy Chicken! 1969 01:32:12,962 --> 01:32:15,051 -Can I interest you in any of our health halo items today? -Yes, please. 1970 01:32:15,138 --> 01:32:16,705 All of our items on the board actually have the halo around them, 1971 01:32:16,792 --> 01:32:18,837 and ultimately a health halo makes our food seem 1972 01:32:18,924 --> 01:32:20,883 way better for you than it actually is. 1973 01:32:20,970 --> 01:32:23,102 "We surround our food with a glowing healthy halo." 1974 01:32:23,189 --> 01:32:26,105 "Which often results in increased consumption." 1975 01:32:26,192 --> 01:32:29,065 The average Holy Chicken order contains 1,000 calories? 1976 01:32:29,152 --> 01:32:30,153 Oh, my God. 1977 01:32:30,240 --> 01:32:31,589 According to nutritionists, 1978 01:32:31,676 --> 01:32:32,982 it's technically a meal and a half. 1979 01:32:37,421 --> 01:32:38,422 Next customer. 1980 01:32:38,509 --> 01:32:40,163 Julia A. 1981 01:32:40,250 --> 01:32:42,382 -What can I get you? -I'll take a spicy sandwich. 1982 01:32:42,469 --> 01:32:44,210 Would you like an order of Little Cluckers for your little clucker? 1983 01:32:44,297 --> 01:32:45,951 -Sure. -All right, done. 1984 01:32:46,038 --> 01:32:47,736 Crunchy greens and a side of sauce. 1985 01:32:47,823 --> 01:32:49,999 "100% committed to goodness by which we mean 1986 01:32:50,086 --> 01:32:53,263 using words like 'goodness' to make you feel good." 1987 01:32:55,700 --> 01:32:57,746 Be sure and take a look at our word wall. 1988 01:32:57,833 --> 01:32:59,748 -All natural? -Fresh. 1989 01:32:59,835 --> 01:33:01,663 -Artisanal. -Antibiotic-free? 1990 01:33:01,750 --> 01:33:03,578 -Transparent. -Better. 1991 01:33:03,665 --> 01:33:04,753 Free-range? 1992 01:33:04,840 --> 01:33:06,102 Legally speaking... 1993 01:33:06,189 --> 01:33:07,582 ...they don't mean much. 1994 01:33:09,496 --> 01:33:11,150 By painting these walls this lively shade of green... 1995 01:33:11,237 --> 01:33:13,805 We're helping you believe our food is fresh and natural. 1996 01:33:15,024 --> 01:33:16,547 So... 1997 01:33:16,634 --> 01:33:18,549 We've got wood to make you think of barns. 1998 01:33:18,636 --> 01:33:20,333 Healthier. 1999 01:33:20,420 --> 01:33:22,640 -Locally sourced wood and... shit. -Shh... 2000 01:33:22,727 --> 01:33:25,556 Feel free to roam around the free-range zone there, OK. 2001 01:33:25,643 --> 01:33:27,950 -Hey, you guys are in the free-range zone. -Yeah, we're ranging. 2002 01:33:28,037 --> 01:33:32,302 This is the exact same amount of space we gave our chickens to be free-range. 2003 01:33:32,389 --> 01:33:33,912 This is so tiny. 2004 01:33:33,999 --> 01:33:35,566 Luckily, they never go outside, anyway. 2005 01:33:35,653 --> 01:33:37,046 They get so big so quickly they can barely walk. 2006 01:33:37,133 --> 01:33:38,874 -Oh, gosh. -Big chickens. 2007 01:33:38,961 --> 01:33:41,572 Mom, look! Mom, look! 2008 01:33:43,705 --> 01:33:46,098 Farm to table, technically a giant windowless warehouse 2009 01:33:46,185 --> 01:33:49,449 with thousands of obese chickens crammed together is a chicken farm. 2010 01:33:49,536 --> 01:33:51,016 That's so sad. 2011 01:33:51,103 --> 01:33:52,583 One Grilled Crispy Chicken regular. 2012 01:33:52,670 --> 01:33:54,150 Feel free to take some time to look around. 2013 01:33:54,237 --> 01:33:55,542 We'll call your name when your order's ready. 2014 01:33:55,630 --> 01:33:57,109 Next customer. 2015 01:33:57,196 --> 01:33:58,284 Welcome to Holy Chicken! How may I help you? 2016 01:34:03,202 --> 01:34:04,421 Better for you. 2017 01:34:04,508 --> 01:34:05,901 -Sounds great. -Means nothing. 2018 01:34:05,988 --> 01:34:07,076 Be sure to take a look around. 2019 01:34:07,163 --> 01:34:08,555 Honesty never tasted so good. 2020 01:34:08,643 --> 01:34:10,209 Next customer. 2021 01:34:10,296 --> 01:34:11,646 Welcome to Holy Chicken! How may I help you? 2022 01:34:14,257 --> 01:34:15,867 Does this look like that-- the farmer guy? 2023 01:34:15,954 --> 01:34:17,260 -That's him. -Is that him? 2024 01:34:17,347 --> 01:34:18,696 That is him. 2025 01:34:20,176 --> 01:34:22,395 -That's pretty cool. -That's the guy. That's him. 2026 01:34:22,482 --> 01:34:24,876 Two regular, one spicy. 2027 01:34:24,963 --> 01:34:27,879 I can't believe I drove all the way from Alabama... 2028 01:34:27,966 --> 01:34:29,838 for a chicken sandwich. 2029 01:34:29,925 --> 01:34:32,318 We'll call your name when the food's ready. 2030 01:34:32,405 --> 01:34:34,407 -Look at that guy. -Hey! How you doing, Morgan? 2031 01:34:34,494 --> 01:34:36,453 -How are you, man? -Good. Great to see you. 2032 01:34:36,540 --> 01:34:38,368 This is our chicken farmer. Farmer Jonathan. 2033 01:34:38,455 --> 01:34:39,630 Let's hear it for farmer Jonathan. 2034 01:34:44,330 --> 01:34:46,463 That's neat. 2035 01:34:47,203 --> 01:34:48,813 Wow. 2036 01:34:48,900 --> 01:34:50,597 Let me get down close for you can see it. 2037 01:34:50,685 --> 01:34:53,165 Oh, we can see the resemblance without-- 2038 01:34:54,993 --> 01:34:56,647 Do I look like that guy? 2039 01:34:56,734 --> 01:34:58,518 -You're better looking than him. 2040 01:34:58,605 --> 01:35:00,651 I was having a rough day that day. 2041 01:35:00,738 --> 01:35:02,348 You messed up your hair. 2042 01:35:11,227 --> 01:35:12,445 We actually tell... 2043 01:35:12,532 --> 01:35:13,577 This is Farmer Jonathan. 2044 01:35:13,664 --> 01:35:15,100 ...your story. 2045 01:35:15,187 --> 01:35:16,841 Amazing. 2046 01:35:16,928 --> 01:35:19,365 And what's happened to you 2047 01:35:19,452 --> 01:35:21,716 and your battles with Big Chicken. 2048 01:35:22,717 --> 01:35:23,979 I'm amazed. 2049 01:35:35,599 --> 01:35:38,036 "If you win, your neighbor is totally clucked!" 2050 01:35:41,953 --> 01:35:44,608 I never would have thought I would have saw this done. 2051 01:35:44,695 --> 01:35:46,697 Because people have no idea 2052 01:35:46,784 --> 01:35:49,569 how they take advantage of farmers. 2053 01:35:49,656 --> 01:35:51,397 -I'm amazed, I mean... -Awesome. 2054 01:35:52,268 --> 01:35:53,835 Yeah. 2055 01:35:53,922 --> 01:35:55,793 -It's great. It's great. -That makes me happy. 2056 01:35:57,926 --> 01:36:01,451 This means that all the work I've done in the past is not in vain. 2057 01:36:01,538 --> 01:36:02,844 Yeah. 2058 01:36:04,584 --> 01:36:07,065 I hope y'all build thousands of chains. 2059 01:36:21,471 --> 01:36:23,212 Welcome to Holy Chicken! How may I help you? 2060 01:36:23,299 --> 01:36:24,648 I'll have a regular. 2061 01:36:24,735 --> 01:36:26,171 Regular Grilled Crispy Chicken? 2062 01:36:26,258 --> 01:36:27,651 Grilled Crispy Chicken Sandwich for here. 2063 01:36:29,348 --> 01:36:33,091 And y'all feel free to move about the free-range zone. 2064 01:36:33,178 --> 01:36:34,310 The fake grill marks. 2065 01:36:35,311 --> 01:36:36,791 -Seriously, though? -Yeah. 2066 01:36:36,878 --> 01:36:38,836 And we lightly brush it with charcoal 2067 01:36:38,923 --> 01:36:41,317 just to give it that grilled look and feel. 2068 01:36:41,404 --> 01:36:43,014 I love the irony here. 2069 01:36:43,101 --> 01:36:44,799 So everything's fried to be crisp-- 2070 01:36:44,886 --> 01:36:46,496 Crispy! 2071 01:36:46,583 --> 01:36:48,237 Kinda like bullshit, but it's reverse bullshit. 2072 01:36:48,324 --> 01:36:49,760 -That's right. 2073 01:36:49,847 --> 01:36:51,153 Two crispy sandwiches. 2074 01:36:51,240 --> 01:36:53,329 Two regular sandwiches, fantastic. 2075 01:36:53,416 --> 01:36:54,809 -Would you like one of our local beverages? -I'm all right. 2076 01:36:54,896 --> 01:36:56,245 You're just gonna have the holy water? 2077 01:36:56,332 --> 01:36:58,508 -Yes. -Also local. 2078 01:36:58,595 --> 01:37:00,118 Did you see the sign out there? 2079 01:37:00,205 --> 01:37:03,078 Local just means... It's here right now. 2080 01:37:03,165 --> 01:37:04,775 -For here or to go? -For here. 2081 01:37:04,862 --> 01:37:06,733 -Great! -Crispy Chicken Sandwich for here. 2082 01:37:06,821 --> 01:37:08,910 See, I do it all at Holy Chicken. Boom! 2083 01:37:08,997 --> 01:37:10,433 Be sure and take a look around. 2084 01:37:10,520 --> 01:37:11,913 Honesty never tasted so good. 2085 01:37:12,000 --> 01:37:13,610 Not photos of our actual chickens. 2086 01:37:13,697 --> 01:37:15,873 Like, those are photos of our actual chickens. 2087 01:37:15,960 --> 01:37:17,527 I'm not gonna forget this 2088 01:37:17,614 --> 01:37:18,876 the next time I go eat chicken somewhere else. 2089 01:37:18,963 --> 01:37:20,747 -That's right. -If I do. 2090 01:37:21,618 --> 01:37:22,793 I can't finish my meal. 2091 01:37:22,880 --> 01:37:24,316 You don't want to see that. 2092 01:37:24,403 --> 01:37:25,840 I'm not sure if I really want to know. 2093 01:37:25,927 --> 01:37:27,842 You're still eating it. 2094 01:37:28,930 --> 01:37:31,149 -Thank you, sir. - Crispy! 2095 01:37:31,236 --> 01:37:34,065 Seeing this living piece shoved in people's faces 2096 01:37:34,152 --> 01:37:37,677 and the direct contradiction of evidence here is--it's awesome. 2097 01:37:37,764 --> 01:37:40,115 Take a look around. It's too good to be true! 2098 01:37:40,202 --> 01:37:41,812 Next customer. How are you, sir? 2099 01:37:41,899 --> 01:37:44,075 Anything that we can do to make people understand 2100 01:37:44,162 --> 01:37:46,121 and make different choices is a good thing. 2101 01:37:46,208 --> 01:37:48,297 But then by bringing this out, 2102 01:37:48,384 --> 01:37:51,778 wouldn't it discourage people from going to restaurants like this? 2103 01:37:56,218 --> 01:37:57,132 Mmm. 2104 01:37:57,219 --> 01:37:58,524 Mmm. 2105 01:37:58,611 --> 01:37:59,569 Mmmm. 2106 01:37:59,656 --> 01:38:00,875 -Mmm! -Mmm! 2107 01:38:04,139 --> 01:38:05,401 How many we got, guys? 2108 01:38:05,488 --> 01:38:07,359 -We've got lots more orders. -OK. 2109 01:38:07,446 --> 01:38:09,448 I'm sorry, we were overrun today, 2110 01:38:09,535 --> 01:38:12,799 but we--we are out of chicken sandwiches for today. 2111 01:38:12,887 --> 01:38:15,454 We still have the Little Cluckers chicken tenders. 2112 01:38:16,760 --> 01:38:18,196 Like my father always said, 2113 01:38:18,283 --> 01:38:20,024 "If something seems too good to be true, 2114 01:38:20,111 --> 01:38:22,200 well, it probably is." 2115 01:38:26,422 --> 01:38:28,293 You know what, all you companies out there, 2116 01:38:28,380 --> 01:38:30,687 you just keep doing what you're doing. 2117 01:38:30,774 --> 01:38:32,732 'Cause I'm gonna keep doing what I'm doing, 2118 01:38:32,819 --> 01:38:34,560 and I'm gonna open more of these. 2119 01:38:34,647 --> 01:38:36,258 And in time... 2120 01:38:36,345 --> 01:38:40,523 I might just put you and me out of business. 2121 01:38:40,610 --> 01:38:44,353 ♪ Sometimes I got plenty of liquor, ♪ 2122 01:38:44,440 --> 01:38:47,225 ♪ Sometimes I ain't got none ♪ 2123 01:38:47,312 --> 01:38:50,663 ♪ But whenever you come to my place ♪ 2124 01:38:50,750 --> 01:38:53,971 ♪ There's always some chicken for everyone ♪ 2125 01:38:54,058 --> 01:38:57,061 ♪ Maybe you like it on a plate ♪ 2126 01:38:57,148 --> 01:38:59,585 ♪ Maybe you want it on a bun ♪ 2127 01:38:59,672 --> 01:39:03,328 ♪ Well, whenever you come to my place ♪ 2128 01:39:03,415 --> 01:39:05,983 ♪ There's always some chicken for everyone ♪ 2129 01:39:06,070 --> 01:39:08,812 - ♪ You want to fly? ♪ - ♪ Oh, my! ♪ 2130 01:39:08,899 --> 01:39:12,468 - ♪ How 'bout a wing? ♪ - ♪ Makes my heart sing! ♪ 2131 01:39:12,555 --> 01:39:15,775 ♪ In my dining room, you can consume ♪ 2132 01:39:15,862 --> 01:39:19,301 ♪ A drumstick that makes your heart go boom! ♪ 2133 01:39:19,388 --> 01:39:22,652 ♪ So when your icebox is empty ♪ 2134 01:39:22,739 --> 01:39:24,959 ♪ hen your breadbox is done ♪ 2135 01:39:25,046 --> 01:39:28,310 ♪ Just come on over to my place ♪ 2136 01:39:28,397 --> 01:39:31,661 ♪ There's always some chicken for everyone ♪ 2137 01:39:37,362 --> 01:39:39,321 - ♪ Some... ♪ - ♪ Chicken! ♪ 2138 01:39:39,408 --> 01:39:43,194 ♪ For everyone! ♪ 2139 01:39:45,109 --> 01:39:46,458 ♪ Delicious! ♪ 2140 01:40:01,125 --> 01:40:04,520 ♪ With a little bit of chicks in the chicken coop, ♪ 2141 01:40:04,607 --> 01:40:07,262 ♪ Picking crumbs off the floor ♪ 2142 01:40:07,349 --> 01:40:10,569 ♪ So who'd suspect a thing from us ♪ 2143 01:40:10,656 --> 01:40:13,659 ♪ When we chicken walk across the floor? ♪ 2144 01:40:13,746 --> 01:40:17,054 ♪ When the farmer comes every morning to feed ♪ 2145 01:40:17,141 --> 01:40:19,970 ♪ Ain't nothing that we want more ♪ 2146 01:40:20,057 --> 01:40:23,365 ♪ But every night that farmer comes down to see ♪ 2147 01:40:23,452 --> 01:40:25,932 ♪ What the racket is behind the door ♪ 2148 01:40:26,020 --> 01:40:28,283 ♪ He says, what we got here? ♪ 2149 01:40:28,370 --> 01:40:29,980 ♪ Nothing but chicken ♪ 2150 01:40:30,067 --> 01:40:31,590 ♪ What we got here? ♪ 2151 01:40:31,677 --> 01:40:33,244 ♪ Nothing but chicken ♪ 2152 01:40:33,331 --> 01:40:34,985 ♪ What we got here? ♪ 2153 01:40:35,072 --> 01:40:36,813 ♪ Nothing but chicken ♪ 2154 01:40:36,900 --> 01:40:39,381 ♪ Nothing but chickens in the house tonight ♪ 2155 01:40:39,468 --> 01:40:41,296 ♪ What we got here? ♪ 2156 01:40:41,383 --> 01:40:42,906 ♪ Nothing but chicken ♪ 2157 01:40:42,993 --> 01:40:44,516 ♪ What we got here? ♪ 2158 01:40:44,603 --> 01:40:46,083 ♪ Nothing but chicken ♪ 2159 01:40:46,170 --> 01:40:47,780 ♪ What we got here? ♪ 2160 01:40:47,867 --> 01:40:49,608 ♪ Nothing but chicken ♪ 2161 01:40:49,695 --> 01:40:52,176 ♪ Nothing but chickens in the house tonight ♪ 2162 01:41:01,751 --> 01:41:03,492 ♪ What we got here? ♪ 2163 01:41:03,579 --> 01:41:05,102 ♪ Nothing but chicken ♪ 2164 01:41:05,189 --> 01:41:06,799 ♪ What we got here? ♪ 2165 01:41:06,886 --> 01:41:08,410 ♪ Nothing but chicken ♪ 2166 01:41:08,497 --> 01:41:09,976 ♪ What we got here? ♪ 2167 01:41:10,064 --> 01:41:11,804 ♪ Nothing but chicken ♪ 2168 01:41:11,891 --> 01:41:14,590 ♪ Nothing but chickens in the house tonight ♪ 2169 01:41:23,816 --> 01:41:27,037 ♪ Every day upon the farm it's the same old thing ♪ 2170 01:41:27,124 --> 01:41:29,996 ♪ Every day is like the one before ♪ 2171 01:41:30,084 --> 01:41:31,607 ♪ Got to lay them eggs ♪ 2172 01:41:31,694 --> 01:41:33,261 ♪ Got to clean out roosts ♪ 2173 01:41:33,348 --> 01:41:36,264 ♪ Got to pick, pick, missed them claws ♪ 2174 01:41:36,351 --> 01:41:39,832 ♪ When the day is finally done and the doors are shut ♪ 2175 01:41:39,919 --> 01:41:42,922 ♪ We like to cut a rug or two ♪ 2176 01:41:43,009 --> 01:41:45,969 ♪ All the animals sneak to see the show ♪ 2177 01:41:46,056 --> 01:41:48,711 ♪ Till the farmer comes passing through ♪ 2178 01:41:48,798 --> 01:41:51,017 ♪ Said, what do we got here? ♪ 2179 01:41:51,105 --> 01:41:52,758 ♪ Nothing but chicken ♪ 2180 01:41:52,845 --> 01:41:54,282 ♪ What do we got here? ♪ 2181 01:41:54,369 --> 01:41:56,197 -♪ Nothing but chicken ♪ -♪ You ♪ 2182 01:41:56,284 --> 01:41:57,415 ♪ What do we got here? ♪ 2183 01:41:57,502 --> 01:41:59,243 ♪ Nothing but chicken ♪ 2184 01:41:59,330 --> 01:42:01,941 ♪ Nothing but chickens in the house tonight ♪ 2185 01:42:02,028 --> 01:42:03,856 ♪ What do we got here? ♪ 2186 01:42:03,943 --> 01:42:05,510 ♪ Nothing but chicken ♪ 2187 01:42:05,597 --> 01:42:07,208 ♪ What do we got here? ♪ 2188 01:42:07,295 --> 01:42:08,818 ♪ Nothing but chicken ♪ 2189 01:42:08,905 --> 01:42:10,472 ♪ What do we got here? ♪ 2190 01:42:10,559 --> 01:42:12,300 ♪ Nothing but chicken ♪ 2191 01:42:12,387 --> 01:42:15,041 ♪ Nothing but chickens in the house tonight ♪ 2192 01:42:27,880 --> 01:42:29,360 ♪ What do we got here? ♪ 2193 01:42:29,447 --> 01:42:31,188 -♪ Nothing but chicken ♪ -♪ Hey! ♪ 2194 01:42:31,275 --> 01:42:32,624 ♪ What do we got here? ♪ 2195 01:42:32,711 --> 01:42:34,060 ♪ Nothing but chicken ♪ 2196 01:42:34,148 --> 01:42:35,801 ♪ You. What do we got here? ♪ 2197 01:42:35,888 --> 01:42:37,716 ♪ Nothing but chicken ♪ 2198 01:42:37,803 --> 01:42:40,154 ♪ Nothing but chickens in the house tonight ♪ 2199 01:42:40,241 --> 01:42:42,068 ♪ What do we got here? ♪ 2200 01:42:42,156 --> 01:42:43,722 ♪ Nothing but chicken ♪ 2201 01:42:43,809 --> 01:42:45,289 ♪ What do we got here? ♪ 2202 01:42:45,376 --> 01:42:46,943 ♪ Nothing but chicken ♪ 2203 01:42:47,030 --> 01:42:48,640 ♪ What do we got here? ♪ 2204 01:42:48,727 --> 01:42:50,468 ♪ Nothing but chicken ♪ 2205 01:42:50,555 --> 01:42:53,167 ♪ Nothing but chickens in the house tonight ♪