Here's Time's Joel Stein, in "A New Fast-Food Invasion":
"All this foreign American food seems campy fun--bright, sweet, smiley and likable. Even in a world where so many hate and fear us, they still want to be like us."
"Jollibee, with more than 1,400 stores in the Philippines and 11 branches in California, makes McDonald's look like a funeral parlor. Its mascot is a jolly bee, and the restaurants are blindingly happy, all giant, shiny yellow blocks, as if they were designed by an architect from Legoland. Even if you gave Walt Disney all the ecstasy in the world, he would not have come up with this. America, according to Jollibee, is clearly a place of childlike optimism. Jollibee's two most popular items are called the Yumburger and the Chickenjoy. The Yumburger has a weird, plasticky dollop of French dressing in the middle. The crisped-up French fries are dry inside and taste as if they weren't just double fried but dunked in oil four or five times. The fried chicken is halfway decent, but the inflated, happy fakeness of Jollibee makes you feel that the only American its Filipino owners have ever seen is Pamela Anderson."
Yeah, and Taco Bell is your idea of Mexican food, too.