Mktg Notes Essay

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More than just burgers and fries…
Undoubtedly, McDonalds is considered the top leading global foodservice retailer, serving nearly 68 million consumers worldwide each day. Ironically, the company’s brand image isn’t all that healthy. There are many rumors spread about unethical ingredients used to produce and sell their products. Although many rumors have claimed to be false and have been backed up by the McDonald’s Corporation, one must question why these rumors appear in the first place. It simply would not be a smart move to keep on consuming McDonalds without knowing the risks of what goes into their foods. For instance, one of the most controversy rumors for McDonalds is related to the making of their Chicken McNuggets. Viral photos have spread on the web that show mechanically separated chicken, which literally is said to be processed bones, eyes, guts, and everything else. The picture looks like ice cream coming out of the machine, which certainly does not look promising to eat. Surely, that’s not the end of it. According to the rumors, the processed chicken must then be washed with ammonia to kill off the bacteria. Next, in order to get rid of the nasty ammonia taste, the processed chicken is artificially flavored and dyed with artificial coloring. On the flipside, McDonalds has been aware of its tarnishing brand image and is now addressing these issues.
Recently, McDonalds has spent tremendous amount of effort to better their quality perception. For example, the company has become much more transparent in terms of answering questions that customers may have. Moreover, McDonalds is much more committed to serving customers properly and is working to be vocal about suspicions regarding their menu. One successful way McDonalds prevailed is by advertising with the ad shown on the left. The ad shows mixed vegetables and a simple statement, “More than just burgers & fries.” This powerful ad has really recreated the brand image for McDonalds. Many of those whom have critiqued McDonalds for their unethical practices are now reconsidering the fast-food chain as a trustworthy
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