I am sure you have heard about the McDonald’s hamburger that still hasn’t decomposed after 14 years. And let’s not forget the “pink slime” – how much of it goes into McDonald’s beef? The fast food giant has faced serious brand image controversy over the years, as consumers began to question the ingredients that go into the served mass-produced meals.
The new McDonald’s transparency campaign “Your Questions, Our Food,” aims to dismiss the rumors and show the public it has, indeed, nothing to hide. In an attempt to battle falling sales and keep health-conscious Millennials satisfied, the big M took to social media, inviting questions via Facebook and Twitter. McDonald’s has launched a video series with the help of former “MythBusters” co-host Grant Imahara in efforts to address consumer’s persistent concerns and doubts. The webisodes shed some light by showing skeptics things like: behind-the-scenes, ingredient facts, how its food is made, and how meals are prepared in restaurants.
Although McDonald’s has created an interesting tactic, ingredient quality should have been focused on a long time ago. Consumers want to be able to trust and recognize the truth behind what they eat in order to make healthier choices. As a Millennial myself, I can tell you that we tend to gravitate towards reputable fast food chains such as Chipotle, which offer non-GMO healthy options. I am just not convinced by McDonald’s approach to makeover their image – going behind the scenes with its production will not have me running to the nearest chain to scoop up some Chicken McNuggets.
If McDonald’s really wants to connect with consumers by focusing on transparency, they actually have to change their practices – including taking the sustainability route. Changing up their supply chain might just do the trick to give consumers a happier meal!
~ Jazmine Rodriguez, Account Coordinator, The S3 Agency
