YOU CAN'T WIN FOR TRYING. Years ago, McDonald's was a symbol of the suburbs, so much so that the civil rights constituency mau-maued the company into building inner city stores and practicing affirmative action.

The repositioning has gone well. Although I rarely eat there any more, as it takes too long to get served, the company's deliberately downscale promotions have paid off.

The world's largest hamburger chain said January same-store sales rose 5.4% in the United States due to demand for McDonald's core menu and breakfast items.

McDonald's has benefited in recent months by cash-strapped consumers shifting down to lower-priced fare during the recession.

Perhaps the affirmative action and the status reversal have worked too well. McDonald's profits by targeting low-income consumers, minorities.

A 2006 New York Times article said McDonald’s is marketing the Dollar Menu to teenagers, young adults and minorities who are already plagued with an especially high incidence of obesity and related health problems like diabetes.

“I always thought of the Dollar Menu as a really good deal,” said John Han, freshman economics major. “Now I realize it may be a deal for a fast bite, but it’s not a deal for my health.”

McDonald’s Dollar Menu is targeting low-income consumers and minorities; and by picking from the poor man’s pocket it grows financially.

“While it seems shocking or cruel that a corporation such as McDonald’s would intentionally market its unhealthy food to low-income people and minorities, this marketing decision seems to support long-standing structured inequalities between these groups and white to upper-class Americans,” said sociology instructor Justin Hoy.

Consumers hoped McDonald’s wouldn’t become so minority-driven, but sadly, it has. Now, the exclusive marketing campaigns are paying off for the corporation.

On one hand, I could carp that the column patronizes low-income people and minorities, who, presumably have the same opportunity to say no to slick marketing and packaging that everyone else has. On the other hand, I could note that sometimes the worst thing that can happen is that you get what you ask for.