|
|
A look at a key feature of McDonald's business
McDonald's has an extremely strong image, but its iconic status guarantees that for all the positive news about the company, there is bound to be a downside. Regarded globally as a representation of US culture and values, McDonald's is often 'first in the firing line' for any anti-American sentiment as in the following cases:
- In June 2002, a French farmer, Jose Bove, began a jail sentence for destroying a half-built McDonald's restaurant. Bove was sentenced for three months for the act which he said was in protest against US trade protectionism.
- In August 2002, McDonald's became caught up in a row over the name of a new product. Their decision to name a new burger 'McAfrika' sparked protests. Demonstrators called the decision insensitive, when millions of people in Africa are threatened with starvation. The company started advertising in the Norwegian capital, Oslo, promoting the new burger, which the company claimed has a taste of Africa.
A taste of Africa? © Photolibrary Group
The company has tried in recent years to fend off health concerns associated with fast food consumption. It has made considerable efforts to stress the positive aspects of the ingredients it uses in its products, stating that:
- Its meat comes from farms that can guarantee the origin of its cattle and poultry.
- It uses only free range eggs.
- It has promised that it will not use ingredients from genetically-modified sources whilst there is consumer alarm over this new food technology.
Healthy Eating and McDonald's - A Contradiction in Terms?
But sometimes it can make mistakes:
- In June 2002 the company agreed to pay a $10m settlement to Hindus living in the United States. The group started legal action against the fast-food restaurateurs after the company failed to make clear that it had used beef flavouring in its French fries. Sources were quoted as saying that the company "sincerely apologises to Hindus, vegetarians and others" for incorrectly describing fries and hash browns sold in the US as vegetarian.
| Index | Previous Question | Next Question |
|
