Perception of McDonald’s

955 Words2 Pages
bulb-icon

Recommended: Positives and negatives of mcdonalds

Perception of McDonald’s

McDonald’s has expanded globally into 31,000 worldwide outlets and employed more than 1.5 million people in more than 119 countries (Kulkarni, Lassar, Sridhar & Venkitachalam, 2009). Nevertheless, McDonald’s always faces negative perception and commonly related in serving unhealthy and junk foods amongst its customers around the world (Currie, Dellavigna, Moretti, & Pathania, 2009). It is not only the negative perception of public, but McDonald’s have been attacked and accused of selling unhealthy food in several countries, including the US, China, Belgium, Holland, India, Russia, Sweden and the United Kingdom (Wilson, 2009). Meanwhile, the core of the current problem is that customers’ still buy fast foods, even though they have negative perceptions on McDonald’s as regards to unhealthy foods. At this point, customers are confused about fast food nutrition messages provided by McDonald’s, while it is still perceived as bad images (Deng, 2009). In order to overcome this issue, there are changes in McDonald’s marketing and communication strategies as they have started to plan strategic action with two objectives; first, to change the image of McDonald’s from junk food restaurant to a healthy food restaurant, as this will attract health conscious customers and at the same time can enlarge the market scope. Secondly, to change behavior of the existing customers who keep on taking only junk foods, and to persuade frequent fast food users to change their lifestyle by buying balanced meal with McDonald’s new healthy foods (Deng, 2009). ).

Perception of McDonald’s Icon-Based Nutrition Label

The increasing number of developments in the nutrition field and technologies give a great contribution and invol...

... middle of paper ...

... protein, fat, carbohydrates, and salt (Hoffmann, 2007). Illustration in the Table 1 below shows the icon-based nutritional label used by McDonald’s on their food wrapper, pamphlet and restaurant website. Similar thought can be argued on the display area or position that McDonald’s present their nutrition label. For instance, McDonald’s posted their nutrition label through diverse medium such as in restaurant website, on tray liners, pamphlet, in-store displays and interestingly printed on the food wrappers. As compared to other fast food, McDonald’s take an active steps to create an awareness of nutrition label through different channel and this is explained by Hoffman (2007) that this different channel purposely to generate repeated exposure to the nutrition label, and customers should eventually grasp their meaning, with or without printed labels presented.

Show More
Related

  • David Zinczenko's Article 'Don T Blame The Eater'

    815 Words  | 2 Pages

    Knowledge is power, the more the consumer knows about the food they are eating the healthier choices they’ll make. For instance, in McDonald’s Grilled Honey Mustard Snack Wrap and a small French fry, from McDonald’s is around $6.00 and contains 420 calories 24g of fat (6.0g saturated).If you were to compare that to a Big Mac meals that comes with medium size fries and coke soda would be about 980 calories the Snack Wrap would be a healthier alternative and it would be about the same price $6.00. When fast food chains put labels on their food like McDonald’s consumers can’t

    Read More

  • Obesity In Don T Blame The Eater By David Zinczenko

    1675 Words  | 4 Pages

    Zinczenko shares his personal story about how fast-food restaurants such as Taco Bell and McDonald’s led to a weight problem during his high-school years. He claims that the ease of accessibility and lack of healthy alternatives make it all too easy to fall into the cycle of unhealthy eating. Zinczenko also contends that the lack of nutrition labels on fast-food products leaves the consumer in the dark about what he or she is actually consuming. At the time Zinczenko wrote his article, fast-food restaurants were not willingly disclosing nutritional values of their products. Today this has changed. Fast-food companies, including McDonald’s, have put the full nutritional information of their products directly on the packaging and wrappers. All other fast-food establishments either post it on the menu board (Panera), offer easy access to pamphlets containing all nutritional information of their menu in store, or have it easily accessible online (Taco Bell, KFC). I am sure that this is a helpful step forward toward educating the public as to what they are consuming, but has this new knowledge to consumers had a dramatic change toward ending obesity? No. People have always known that eating a Big Mac and fries with the giant soft drinks that McDonald’s and other chains offer is not healthy; putting the nutritional labels on these items has done little to nothing to stop people from eating these high-calorie meals. This again leads back to the point that people as consumers need to be more accountable to themselves and stop blaming others for what they willingly choose to put in their

    Read More

  • America's Food Problem

    1137 Words  | 3 Pages

    Fast food restaurants such as Burger King and McDonald’s, create advertisements where it urges people to consume their product. For example Mcdonald’s created a product where you can get two items such as a mcdouble and a medium fries for three dollars. According to “The battle against fast food begins at home”, by Daniel Weintraub, it shows how companies are intriguing their customers. “ The center blames the problem on the increasing consumption of fast food and soft drinks, larger portion sizes in restaurants and the amount of available on school campuses”(1).For the most part, the Center for Public Health believes that fast food companies are the problem for health

    Read More

  • An Analysis of Eric Schlosser's Fast Food Nation

    1150 Words  | 3 Pages

    The New York Times bestseller Fast Food Nation: The Dark Side of the All-American Meal is one of the most riveting books to come out about fast food restaurants to date (Schlosser, 2004). Fast food consumption has become a way of life for many in the United States as well as many other countries in the world. The author Eric Schlosser an investigative reporter whose impeccable researching and bold interviewing captures the true essence of the immense impact that fast food restaurants are having in America (2004). Beginning with McDonald’s, the first fast food restaurant, which opened on April 15, 1955 in Des Plaines, Illinois to current trends of making fast food a global realization McDonald’s has paved the way for many fast food restaurants following the same basic ideal that is tasty foods served fast at a minimal cost (2011). Schlosser explains how fast food restaurants have gained substantial market share of the consumers; he also shows that by marketing to children and offering less unhealthful fare, that are purchased from mega-companies which are often camouflaged with added ingredients and cooked unhealthful ways, that these companies are indeed causing irreparable harm to our country (2004).

    Read More

  • Advertising and Obesity in America

    2870 Words  | 6 Pages

    An analysis of 2013 advertising expenditures found that ?US companies spent $5.5 billion on fast-food advertisements and $6.8 billion on separate food, beverage and confectionary categories? (Henderson 191). The majority of these advertisements were focused on high-calorie and low-nutrient foods. McDonalds is generally regarded as the king of all burger chains; having brought fast food to the world and being the first company to ser...

    Read More

  • Effects of Eating McDonalds

    1374 Words  | 3 Pages

    Warner, Melanie. McDonald's to Add Facts on Nutrition to Packaging. N.p., 26 Oct. 2005. Web.

    Read More

  • Fast Food Menus Analysis

    729 Words  | 2 Pages

    McDonalds promotes the construct of “healthiness” as a justification as to why a consumer should purchase their food. This article introduces an interesting viewpoint that despite these claims of “healthiness” or even the inclusion of low calorie options does not ensure that the consumer will not overconsume their food. I will use this source to expand the findings in "Nutritional Quality at Eight U.S. Fast-Food Chains 14-Year Trends” which argues that despite the addition of “healthy” options at fast food restaurants, the overall nutritional quality of the menu remained poor. An analysis of these two sources will be used to help answer my research questions: what consists of healthy food in the McDonalds “Questions” campaign and what are the implications of this definition of healthy food? I will use these sources to support the significance of my claim. Specifically, I will use Downs as evidence for my claim that despite marketing campaigns aimed at redefining McDonald’s as a healthy option, the definition of healthy food that these commercials promote is too limited and ultimately attempts to conform to new definitions of healthy food without actually changing their

    Read More

  • McDonald's: A Global Company

    1560 Words  | 4 Pages

    The purpose of this research is to provide a substantial assessment/explanation/analysis of the degree to which the McDonald’s operates based on a universal cultural or whether it is most strongly influenced by the national culture of that country. The researcher will explain how McDonald’s uses diversity and organizational initiatives to contribute to the corporate bottom line. Finally, the researcher will evaluate the company’s bottom-line rationale for diversity initiatives.

    Read More

  • The Customer Service of McDonald´s

    1009 Words  | 3 Pages

    For many important and well known companies its people are most important asset. For McDonald’s this applies as well. Employees who demonstrate positive attitudes and ability of commitment strive to be number one in customer satisfaction. For this same reason, McDonalds’s restaurants focus on attracting and hiring the best and at the same time provide the best place to work. Unfortunately McDonald’as well as other companies have to experience staff turnover. Many of these reasons consist of changing careers, going back to school, leaving the area, and even new opportunities they are offered. Although, it can be very expensive to recruit and train staff to reduce turnover, McDonald’ reinforces these steps and makes sure they choose wisely and also treat their staff well. McDonald’ needs and looks for people who want to exceed and deliver great customer satisfaction service. In order for them to make sure they select the best, they must identify quality skills, and or behaviors that applicants must demonstrate in order to be hired and be part of McDonald’s family. Every position or job description has an outline of the regular duties and or responsibilities McDonald’ want their employees to follow. McDonald’ also has a person specification where personal skills and competences can be defined of each applicant.

    Read More

  • The Success of the McDonald’s Franchise

    1280 Words  | 3 Pages

    Not having to answer to a corporate boss is the dream of many and the flexibility that owning a business franchise creates provides this option. Success is not reached by simply creating a business, however. The level of success is measured by the size and efficiency of the business. Business growth is the driving force of the economy. The additional jobs and revenues created when a business expands allow the economy to grow at exponential rates. One of the fastest and most popular ways to increase the size of a business is to turn it into a franchise, which can then be purchased by individuals. Franchising provides opportunities that are beneficial to both the parent company and the purchaser. The company that owns the business can expand without having to pay such a large initial cost to open a new store since the franchise purchaser pays a cost to open the business. As well, the company can regulate many of the business activities so that there is a sense of consistency throughout all of the locations. The purchaser is allowed to use the trademarks and goods of the franchise which already have a large market presence. As well, they are provided with training and work standards by the company to help their business run smoothly (Kalnins & Lafontaine, 2004, p.761). Looking at the business model of the world’s largest food retailer, McDonald’s, provides great insight into franchising and business growth in general as well a better understanding of a global business that utilizes the franchising technique.

    Read More

  • Public Relations Overview Of McDonalds

    1294 Words  | 3 Pages

    McDonald's is the world's leading food service retailer with more than 30,000 restaurants in 118 countries serving 46 million customers each day. It is one of the most well-known and valuable brands and holds a leading share in the globally branded quick service restaurant segment of the informal eating-out market in virtually every country in which it does business. Problems Faced By McDonalds And The Public Opinion Of McDonalds For many years, McDonalds enjoyed worldwide success built on a few well-known, highly standard conditions. The company with the Golden Arches served a simple menu- hamburgers, French fries, and milkshakes or soft drinks. The food was priced low, its quality was consistent, and it was served speedily from establishments that all looked alike and were extremely clean. However in recent years, McDonalds has seen its growth rate slow down and its dominant market position slip. There are various reasons for this. The main reason is the several allegations made against them by environmentalist and health experts. These allegations are: Destruction Of Rain Forests McDonalds sells beef. Many beef suppliers get their beef from Central and South American countries. These cattle farms are usually placed on rainforest land that had been cut and cleared. The poor soil of the rainforest can only sustain life (grain for the cattle to fed upon) for up to a decade (although the mean is 2 years). The beef suppliers must move their farms every few years and consequently destroy more rainforest. Rarely does the forest re-grow, even if replanted. 70% of the moisture that makes a rainforest a "rain" forest originates from the transpiration of the leaves on the vegetation. Once that vegetation is removed for a few years and...

    Read More

  • Impact of Fast Food on Children and Adolescents

    836 Words  | 2 Pages

    Throughout the world fast food has made a tremendous impact on the marketing world and the people that are consuming the food. Marketing has been directed towards the children and adolescents throughout the world and has benefited but also harmed the fast food companies that are using these marketing techniques. The use of toys and catchy tunes attract these young people to want to buy the food from that company. But the examination of the healthiness of the food has also harmed the profit margin for these companies. Overall, the fast food industry has taken significant damage in the way that they currently run things from the way they market to the health concerns that is caused by the food.

    Read More

  • Market Research Implementation: McDonalds

    1309 Words  | 3 Pages

    When researching McDonald’s through online sources, it is clear that nutrition is a major concern of the public visiting the fast-food chain. Secondary research conducted shows that there are several case studies and other secondary source searches around the same topic. McDonald’s has often been the center of nutritional attention within the fast-food industry. Secondary research shows that the restaurant has recently made changes to the American Happy Meal to reduce the amount of French fries offered and replace the portion with fruit (Strom, 2011). In a study conducted by McDonald’s a secondary source reports the meal cuts calories by 20% for the children’s meal (Strom, 2011). This is a critical move by the organization on children’s obesity is currently a hot topic within food chains and attention is driven by the Obama administration. Secondary research also shows that although the public has major health concerns with the food chain, profits are increasing during a high point of an economic recession (Dahan & Gittens, 2008). Acco...

    Read More

  • A Comparison of McDonald's and Fox's Diner

    1505 Words  | 4 Pages

    McDonald's and Fox's Diner are two of the restaurants in Lake City, Tennessee. But even though they both sell hamburgers in the same town, they don't have anything else in common. They cater to different types of customers, there is a noticeable difference in service speed, and every facet of doing business is handled differently. Even the atmosphere of these two places is in contrast.

    Read More

  • Competition Among Fast Food Chains

    1646 Words  | 4 Pages

    Consumption habits are very important factors for international marketing strategy for fast food chains. Culture is also involved in here again, though these days’ customers are always looking forward to something new in the service and products. Then again, taste of customers is changing as they are transforming towards dining in if the image of fast food is not healthy. Health conscious customer are quick to abandon fast food, they find the fast food very harmful for lungs, heart and blood conditions.

    Read More

More about Perception of McDonald’s

Open Document