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this presentation is all about what are the health issue faced by customer because of Mcdonalds and how macdonalds slove it.
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BY- NAFEES ZEHRA ANKITA SRIVASTAVA AMI SAH
0
HISTORY
1948: The first McDonald’s restaurant is opened in San
Bernardino, California by brothers Richard and Maurice
McDonald.
1954: Ray Kroc, a milkshake machine salesman, suggests
nationwide franchising and acts as a franchising agent for the
brothers.
1959: Kroc opens 67 new restaurants, bringing the total to 100
franchises. They begin advertising on billboards.
1967: The first restaurants outside the US open in Canada and
Puerto Rico.
1996: Mc Donald’s opened it’s first restaurant in India.
COMPANY PROFILE
Headquartered in Oak Brook, Illinois (US).
World’s largest foodservice retailing chain.
Known for its burgers and fries.
Operates over 31,370 fast food restaurants in over 118 countries, employing 390,000 people.
The company also operates restaurants under the brand name 'The Boston Market‘, acquired in May of 2000.
ISSUES
Obesity is a pervasive problem in America, and as
people increasingly becoming overweight, their health
suffers.
Health risks: heart disease, Type II diabetes, high
cholesterol, high blood pressure.
In terms of Mc Donald’s the nutritional content of fast food-
high in fat, sugar, and calories--is linked to weight gain and
consequent health problems.
Cont…
o McDonald’s bears the brunt of criticism because::
o There are organizations, associations, government
agencies, consumer groups, activists, bloggers, etc. critical
of McDonald’s on the issue of health and nutrition.
o Group of obese teenagers who ate at McDonald’s 3-5 times
per week sued McDonald’s for causing their weight
problems. They alleged that:
METHOD OF DATA COLLECTION
Direct observation
Interviews
Organization and industry data
Survey and questionnaire
DIAGNOSIS
Listen for threats through issue/environmental scanning
Determine whether the issue will affect the
organization/corporation
If yes, give the issue priority in proactive, timely
strategizing
ACTION PLAN & IMPLEMENTATION
McDonald’s promised in 2002 to change its trans fat
cooking oil to a healthier alternative.
Collaboration with Scripps Research Institute for fighting
childhood obesity and Type 2 diabetes.
McDonald’s adopted strategic communication responses to
those who disapprove of what they see as McDonald’s role
in promoting obesity and health problems.
Cont..
Positive: McDonald’s has expanded healthy menu choices
McDonald’s has instituted several marketing programs
addressing the need for balanced, active lifestyles
Nutritional labeling on products (in most restaurants within
one year period).
Menu choice: premium salads, bottled water, low fat/skim
milk, white meat chicken.
OLD MEAL NEW MEAL
Calories 520 410
Total fat 26 gm 91 gm
Saturated fat 5 gm 4.5 gm
sugars 12 gm 15 gm
sodium 690 mg 560 mg
RESULTS AFTER MONITERING
McDonald’s promised in 2002 to change its trans fat
cooking oil to a healthier alternative but it failed to deliver
the action.
McDonald’s said it would have nutritional information
available to customers but it wasn’t.
McDonald’s has instituted several marketing programs
addressing the need for balanced, active lifestyles.
McDonald’s has expanded healthy menu choices.
CONCLUSION
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 mainstay products
continue to be linked to obesity and related health problems.
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.