McDonald - The Arthur Page Society

Jim Cantalupo, attributed McDonald’s disappointing financial performance due to weak
economic conditions and the nature and size of the business. 44 He did not openly address
the continuing effects of the “McLawsuit,” including the demonization of McDonald’s
across traditional and new media outlets; in the debate raging over obesity, the
McDonald’s brand had become the biggest, baddest target of all. Cantalupo did, however,
call for a revised business plan, with the aspirational label The Plan to Win (CITE). A
key component of this plan was the provision of a more varied menu with new healthy
choices. Salads were made a permanent menu item for the first time in the organization’s
history. 45 The addition of white chicken meat and salads in 2003 contrasted markedly
with the fatty-food menu items introduced in 2001.
1.6 2004 to Present
In 2004, some much-needed good business news came for McDonald’s and other
fast food companies when a congressional ruling banned lawsuits by obese customers
alleging that fast food restaurants are responsible for their conditions. 46 This ruling
limited lawsuits that could have potentially resulted in financial ruin across the fast food
industry. The bill passed 276 to 139, and a comment by the bill’s author, Rep. Rick
Keller, R-Florida echoed McDonald’s view that consumers need to embrace the principle
of personal responsibility for their eating choices. 47
Unlike Congress, the court of public opinion was not prepared to give
McDonald’s a break and more bad news came in the form of Morgan Spurlock’s
documentary Super Size Me. Just as media coverage of the 2002 lawsuits fueling the
obesity debate had run its course, and McDonald’s had launched its Plan to Win business
initiative, Super Size Me hit major theatres in 2004 with a scathing, direct attack on
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