I have noticed recently that several fast food chains are now attempting to separate themselves from the term "fast food", as if that's a bad label to be stuck with. A few recent examples: KFC is running ads with Jason Alexander sporting the tag line: "There's fast food. Then there's KFC." Subway has been promoting their sandwiches as a "healthy alternative to fast food" for over a year. Even Arby's is heavily pushing their Market Fresh sandwiches as a fresh choice you would not expect from a fast food restaurant.
We see this type of thing every few years as the restaurants run though their marketing cycle. during the cycle, emphasis seems to shift from, say, friendliness of staff to special menu items ("for a limited time") to convenience to healthy dining. However, I have a problem with restaurants clearly in the fast food business trying to pass themselves off as superior. Especially since even the most "healthy" most items at a fast food restaurant are not necessarily low in fat, sodium, etc. My point is that it's still fast food. And there's definitely nothing wrong with that!