While munchies, the craving inherent in weed consumption, are a classic feature of cannabis culture, their economic impact has never been accurately quantified. Until now.
Who hasn’t felt like emptying their fridge or cake cupboard after smoking a joint or two? This irrepressible craving for “munchies” is no longer a small-scale phenomenon, but a national affair. At least in countries that have recently legalized cannabis.
The Economist proves it with a series of edifying graphsthe uncontrollable craving for chocolate or melted cheese among stoners benefits Fast Food chains.
The appetite stimulant generated by weed (more precisely due to an inhibitory effect of serotonin on the neurons of the hypothalamus) is as ruthless as it is persistent; a kind of impulse that can occur at any time of day, depending on consumption habits.
Fast-food restaurants are the ideal option, serving fatty and sweet products in less than five minutes and for less than 10 dollars. A significant leap, since a 5.3% increase in potato chip sales has been reported in US states that have legalized cannabis.
A shot of hunger and a boost for the stock market, for fast-food brands whose share price has been declining in recent years, thanks to a healthy diet. The publication of this American study alone would have enabled MC Donald’s to climb 0.46% on the New York Stock Exchange. The economic benefits are clear, however, thanks to the very large number of restaurants in the country, the company is not particularly keen on associating its image with cannabis.
Aside from McDonald’s, the absolute beneficiary of cannabis legalization, the KFC and Burger King brands are also benefiting from the phenomenon: over 43% of cannabis consumers claim to have visited one of these restaurants in the last four weeks. A collateral effect that may delight some of the big fast-food brands, but which could already be worrying health authorities, in a country where more than two out of five adults are obese.
Pao
