McDonald - The Arthur Page Society

McDonald as an "ambassador of balanced lifestyles" and depicts him in publicity
photos in a running position. 123
In 2006, McDonald’s also introduced nutritional labeling directly on its products in a roll-
out campaign that would be in effect in 20,000 of its restaurants in a one-year time
period.
McDonald’s has also announced that it will collaborate on research and education
initiatives with the Scripps Research Institute to fight childhood obesity and Type 2
diabetes. 124 Ralph Alvarez, President and Chief Operating Officer of McDonald’s, stated
that “McDonald’s overall goal is to make a difference in the lives of children. The
collaboration with Scripps Research is an extension of McDonald’s long-standing
commitment to the well-being of children around the world.” 125 Of the press releases
available on McDonald’s web site that deal with the issue of nutrition and health, all
describe the actions McDonald’s has taken to promote healthy lifestyles.
5. McDonald’s Challenge
The main question facing McDonald’s is whether they can continue their world
dominance in the fast food industry by promoting active, healthy lifestyles when their
core business comprises products that continue to be linked to obesity and related health
problems. McDonald’s has done a laudable job in marketing the concept of consumer
choice and in establishing a generous corporate social responsibility program. However,
in the U.S. at least, McDonald’s has not reduced advertising to children, reformulated its
trans fat cooking oil, or lowered fat, salt, and/or calorie counts on its core products.
Rather than diminishing, the issue of health and nutrition continues to grow and
McDonald’s remains a key target in 2006.
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