McDonald - The Arthur Page Society

to present a sense of humor regarding the issue of health and nutrition while also making
a point in their favor. For example, McDonald’s could present the concept of consumer
choice with a smile: maybe raw seaweed and organically grown corn is healthy to eat, but
doesn’t everyone want the freedom to have a desert, or French fries, or a juicy hamburger
on occasion? The message-with-a-smile could be that not all foods are low in calories,
fat, and/or sugar, but consumers may like the right to eat them if they so choose.
6. Summarizing Key Recommendations
• McDonald’s could identify groups or organizations advocating for better nutrition
and engage them in two-way communication. By demonstrating concern
regarding the issue and engaging with oppositional groups, McDonald’s may be
able to deflect the harshness criticisms.
• McDonald’s should take timely, decisive action to assuage fears surrounding the
health and nutrition controversy. Companies must be willing to adapt to changing
environments. By taking action such as replacing trans fat cooking oil with
healthier alternatives, the company may suffer some short-term losses, but it will
build better relationships for future growth.
• McDonald’s could build credibility by acknowledging that some of its products
are high in calories, fat, and/or sugar and should be eaten in moderation. Being
open would go a long way in reducing negative perceptions about McDonald’s.
• McDonald’s could be more forthright and transparent in their communications.
By denying accusations and avoiding engagement with criticisms, McDonald’s
appears as though it has something to hide or has done something wrong.
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