Opinion / How Kim Kardashian and Kanye West popularise, profit from and personify America’s fast food obsession
As Kanye West – who once bought wife Kim Kardashian 10 Burger King restaurants for a wedding present – raps about Chick-fil-A on new album Jesus is King, Business Insider’s Kate Taylor looks at Kimye’s evolving relationship with American fast food culture
I have listened to the fourth track on Kanye West's new album, “Jesus Is King”, at least a dozen times since it was released a week ago.
“Closed on Sunday,” West raps, “you my Chick-fil-A.”
The song continues with its semi-dreary, semi-desperate rhythm, rising and falling, then ending abruptly when West yelps – there is no other word but yelp – “Chick-fil-A!”
As someone who reports on fast food, I pay close attention to chains like Chick-fil-A and McDonald's. Over the years, I have come to realise that Kanye West and Kim Kardashian West do, too. Understanding fast food is key to understanding the Kardashian Wests – and how they're making millions of dollars a year.
Kim Kardashian is a long-time fast food fanatic
Kim Kardashian's ties to McDonald's span more than a decade. Back in 2008, she and Khloé attended McDonald's Big Mac 40th Birthday Party at Project Beach House. It is an event I have thought about at least once a month since I discovered it while looking through McDonald's photos back in 2013.
At the time, Kim was far from the international celebrity she is today. Kim and her mother/manager Kris Jenner used fast food partnerships to turn Kim – who was largely known for her leaked sex tape and for being Paris Hilton's reality show sidekick – into a household name.
Back in 2015, the then-CEO of CKE Restaurants, Andy Puzder, told me that Jenner called him to try and score Kim a coveted spot in a commercial for fast food chain Carl's Jr, hoping to launch her daughter into mainstream fame.