Why Won’t McDonald’s Really Lead?

Every McDonald’s executive I’ve met who happens to be a parent says something like this: “I don’t let my kids eat at McDonald’s all the time. It’s a treat; we know that.” Yet these same executives, in literature and in public, say that they’re “championing children’s well-being.”

Big Mac is confused. It remains among the world’s most envied brands, yet its unique position means it must — or at least should — lead within the industry. But despite the company’s claims, its tardiness in marketing real, healthful food solidifies Big Mac’s public image as a pusher and profiteer of junk food, incapable of doing (or unwilling to do) the right thing. Envied by the competition, beloved by at least some customers, McDonald’s is reviled by those who see it as setting undesirable eating patterns in children, patterns that remain for life.

Read the rest of this column, here.

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One Comment

  1. Kevin1 said...

    Nobody makes you walk into any restaurant and eat the food at gunpoint, it’s a choice you make. It’s a fact that healthy food doesn’t sell nearly as well as unhealthy food. Restaurants exist to make money, which they do by appeasing their customer base. McDonalds is the leader in their market, they got there by making choices that were good for their business, even though some of those choices meant selling unhealthy food. Neither McDonalds, nor any other restaurant, is under any obligation to lead their competitors or customers. No restaurant can please everyone, if you don’t like the food at McDonalds then go eat somewhere that serves tofu burgers and wheat grass shakes.

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