Corned Beets on Rye
S32 E18: Burger Kings
The Simpsons, 1989.
The episode opens with a classic setup: Mr. Burns, unimpressed by his personal chef’s latest creation, ventures into the commoners’ world of Krusty Burgers.
The experience is almost enough to kill him, but instead, it leads to an epiphany, not about food, but about his reputation. Burns, as it turns out, is universally reviled, and rather than wallow in despair, he decides to reinvent himself as Springfield’s unlikely savior by entering the plant-based burger business.
With Smithers’ encouragement and a bizarre deus ex machina—a robot from Professor Frink capable of crafting exotic plant-based patties, Burns launches X-Cell-Ent Burger. Springfield buys into the eco-friendly facade, and in a marketing masterstroke, Burns taps Homer as the spokesperson, filming commercials in front of a green screen as Springfield’s Everyman. The juxtaposition of Homer’s bumbling charm and Burns’ Machiavellian scheming is peak Simpsons.
Meanwhile, Marge stumbles into the world of stock trading, inadvertently buying shares in X-Cell-Ent Burger through Alexa—a subplot that skewers both tech culture and the unpredictability of the market. Marge’s accidental windfall contrasts sharply with Bart’s growing alarm at Krusty Burger’s impending demise. His concerns fall on deaf ears until Lisa discovers the dark secret behind X-Cell-Ent’s success: the burgers are made from endangered plants harvested from the Amazon Rainforest.
What follows is a classic Lisa-Homer moral clash. Lisa implores Homer to quit as Burns’ spokesman, but Homer, drunk on autonomy and easy money, refuses—until a guilt-induced dream convinces him otherwise. The climax unfolds during the national rollout of X-Cell-Ent Burger. Burns and Smithers provide Homer with carefully curated talking points, but Homer and Lisa turn the tables, exposing Burns’ environmental devastation in front of a live audience.
The fallout is swift and deliciously ironic. Burns, whose efforts at reformation were always rooted in self-interest, is delighted when the town returns to despising him, remarking with glee that villainy suits him far better than heroism. Krusty Burger, buoyed by the scandal, reclaims its throne, while Marge cashes in her stock for a tidy profit, securing the financial windfall she accidentally orchestrated.
Written by John Frink, a Simpsons veteran with a knack for biting social commentary, "Burger Kings" is a marvel of layered satire. It’s a takedown of greenwashing, a critique of late-stage capitalism, and a reminder that Springfield’s moral compass will always be as skewed as the yellow-skinned characters who call it home. Whether it’s Homer’s hilarious green-screen antics or Burns’ gleeful return to villainy, the episode delivers a feast of absurdity that leaves viewers full, and just a little guilty for laughing so hard.