McDonald - The Arthur Page Society

consumers. In particular with the growing attention to childhood obesity, McDonald’s
should consider introducing healthier options in the Happy Meal in the United States. (In
some European countries there is a choice of fresh fruit as the Happy Meal desert, for
example.)
5.3 Listen to the customer
McDonald’s has taken one step in listening to customers by allowing feedback
and discussion on its corporate social responsibility blog. McDonald’s could go much
further in listening to customers by actively engaging with them on the issue of nutrition
and health through two-way symmetrical mini-events such as public forums. And while
McDonald’s has not been forced to listen to customers due to financial loss themselves in
the past three years, they can gain valuable insight by listening to customers’ overall
choices in terms of highest growth within the fast food industry. Fast- food companies
such as Chipotle® (owned in part by McDonald’s Corporation), Buffalo Wild Wings®,
Panera Bread®, Panda Express®, Quiznos®, Starbucks®, and Jason’s Deli® take up top
rankings in growth with double digit figures in 2005. All of the big three hamburger
establishments demonstrate modest to zero gains (McDonald’s at 5.1%, Burger King at
2.6%, and Wendy’s with 0 growth). 134
5.4 Manage for tomorrow
Students should be able to ascertain that McDonald’s scores both high points and
low points in managing for tomorrow. On the one hand, McDonald’s has instituted
several marketing programs that address the need for balanced, active lifestyles and
incorporate expanded choice in menu options. On the other hand, McDonald’s has
continuously ignored its main critics and publicly stated that it does not establish
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