McDonald - The Arthur Page Society

Riker, have made that statement repeatedly to the press. However, top management does
not appear to be comfortable with admitting mistakes, weaknesses, or error; as mentioned
previously, investigative reports revealing information detrimental to McDonald’s have
consistently been denied. In addition, top management refuses to acknowledge major
critiques of the company made in the movies Super Size Me and Fast Food Nation, and
the books Fast Food Nation and Chew on This.
It would be erroneous to fault the character of top management at McDonald’s,
however. The only observation that can be made is that management’s statements to the
media have presented the perception that they operate from a position of power rather
from a more altruistic stance of cooperation and concern. A recommended solution
would be for McDonald’s most visible spokespeople—that is top management—to work
on developing a more sincere and open approach in communications on the issue of
health and nutrition.
5.7 Remain calm, patient, and good-humored
McDonald’s has done a remarkably good job of remaining calm and patient in the
face of targeted and widespread criticism from a multitude of individuals and
organizations. Indeed, McDonald’s has had to bear the brunt of criticism simply because
it is the biggest in the industry. The one exception to remaining stoic and patient was the
McLibel lawsuit—McDonald’s made an egregious error in striking out with all guns
blazing against Steel and Morris.
It is difficult to see McDonald’s as being good-humored, though. Where humor
can be seen is in the Super Size Me web site that parodies McDonald’s down to the color
scheme used on the web site. It would appear that McDonald’s does have the opportunity
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