You donâ€™t eat McDonaldâ€™s, do you?
I think most of us do a little secret-eating here and there, especially when it comes to fast food. I mean sure, there are plenty of people who eat McDonalds not-so-secretly (like everyone in the drive-thru behind you, right?). But chances are if you eat McDonaldâ€™s, youâ€™re not telling people about it. Anecdotal evidence suggests itâ€™s becoming only socially acceptable to eat it if youâ€™re hammered and have no idea what youâ€™re doing (which would probably explain more than just your food choices of the night).
Whether you eat McDonaldâ€™s openly or not, a recent reportÂ indicates that despite the restaurant chainâ€™s high sales numbers, it may be suffering a case of negative brand perception.
The brand is still among the strongest in the world, with over 33,000 locations in 119 countries serving 68 million people daily. Its value is at around $81 billion and growing, with a sales increase of 5.6% in 2011 and 23% in 2010. However, customer perceptions may not be reflecting these numbers very well.
When it comes to affordability, convenience, variety, and kid appeal, McDonaldâ€™s isnâ€™t shorted. But when it comes to healthfulness, taste, and quality – three things more people may be taking into higher consideration when purchasing food these days – McDonaldâ€™s may not be at the top of the list.
The company has reportedly increased sustainability efforts lately, includingÂ removing the use of so called pink slime,Â discouraging theÂ use of gestation pensÂ within its supply chain, and dropping an egg supplier after an animal cruelty issue arose. The company is clearly trying to enhance its reputation a bit. Itâ€™s probably going to take a lot more than that, perhaps more of a health-based effort with more nutritious options, but perhaps a Â fast food giant has to revolutionize one small step at a time.
Do you eat McDonaldâ€™s? If not, what would the company have to do in order to get you on board, and to be proud of it?
Image CC licensed by Dave Highbury
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