Category Archives: Food

McDonald’s New Transparency Campaign

By: Gina Mason

They say that, “desperate times call for desperate measures,” and it appears as though the world’s largest fast food chain may be facing some hardships. With sales and stocks declining, McDonald’s has been testing out a variety of tactics in hopes to keep people coming back to the “Golden Arches.”

From changing up the way in which the food is served to restructuring their messaging, the fast food giant has been trying to keep up with the ever-changing eating habits of Americans. Today, we are living in a much more health-conscious society where people are concerned with things like gluten and want to be educated on where their food came from, how it was raised and how it was prepared. This presents an issue for companies like McDonald’s where their food items are mass-produced and they may not be as willing to share the way in which they make/create their menu items.

In an attempt to remedy this issue, McDonald’s launched a new multimedia campaign called “Our Food. Your Questions,” in an effort to be completely transparent and answer the questions of customers and critics alike. The campaign asked people to tweet their questions such as, “Why can’t I get a McRib year-round?” and “What is actually in a Chicken McNugget?” to create an open dialog. In addition to trying to engage the public, McDonald’s has been in the process of releasing a series of videos answering some of the questions that have been submitted.

This week, McDonald’s released another video that revealed the contents of their famous Chicken McNuggets. What was once rumored to be made of “pink slime” and mystery meat, the McDonald’s dispelled the myth by taking viewers “behind-the-scenes” to show them the process of the nugget-making at a Tyson plant in Tennessee (that uses real chicken, SHOCKER!). This is just one of many videos that will be released during this campaign with the goal of showing people they offer “quality” food.

However, I personally question if the decline in sales is due to the validity or transparency of how the food is made or if it is attributed to the lack of healthy menu items. While, I have consumed many chicken nuggets in my lifetime, the reason I no longer choose to eat at McDonald’s is because the food on the menu is so unhealthy. Whether you are eating a salad or a Big Mac, the calories and fat content in almost all of their items is very high. While I applaud their efforts to be transparent, I think they need to add more healthy items in order to get people coming back for more. I will be interested to see how this campaign works out for McDonald’s and to gauge the public’s reaction.

To learn more about McDonald’s campaign, check out their Our Food. Your Questions website: http://www.mcdonalds.com/content/us/en/your_questions/our_food.html

What do you think of McDonald’s transparency campaign? Does it change your feelings on the brand? Do you think this is helping them or hurting them?

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