Summary
McDonalds has spent years under controversy for its contributions to the obesity epidemic in the U.S., but now the company is seeking to shed that image.
Original source:
http://www.concordmonitor.com/apps/pbcs.dll/article?AID=/20050731/REPOSITORY/507310351/1003/BUSINESS
Details
- W hen Ronald McDonald appeared in a new TV ad in June, outfitted in a sporty version of his trademark yellow suit, snowboarding and skateboarding, even juggling fruit, the popular icon for the fast-food giant seemed to be having something of an identity crisis.
- Nearly every aspect of the company's new marketing strategy centers on health.
- Customers can now substitute bottled water and apple slices for soft drinks and fries or skip the bun and get a lettuce-wrapped burger.
- McDonald's campaign signals a major shift in marketing that, if successful, could help redefine fast food.
- If this global behemoth can effectively sell consumers on its healthier menu, competing chains such as Burger King and Carl's Jr.
- Just last weekend, the Federal Trade Commission and the Department of Health and Human Services held a two-day forum to look at childhood obesity and the effect of fast-food marketing on kids.
- The challenge is to convince the public that McDonald's, which a half-century ago pioneered the quick-serve genre commonly derided as "junk food," is now the place to go for good nutrition.
- McDonald's says that it has boosted business by nearly 2 million customers a day since 2002 and that worldwide sales in restaurants open at least one year jumped 6.9 percent last year.
- Salads were introduced in 1986 and, in the 1990s, the company launched a nutritional campaign for children and added a nutrition section to its Web site.
- For 50 years, McDonald's has primarily counted on burgers and fries to drive its revenue and fuel its expansion to 119 countries.
- Although Americans have long had a love-hate relationship with fast food, growing concerns over health issues now pose a seemingly larger threat to the chain's strategy.
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