You don’t eat McDonald’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 McDonald’s, you’re not telling people about it. Anecdotal evidence suggests it’s becoming only socially acceptable to eat it if you’re hammered and have no idea what you’re doing (which would probably explain more than just your food choices of the night).
Whether you eat McDonald’s openly or not, a recent report indicates that despite the restaurant chain’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, McDonald’s isn’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 – McDonald’s may not be at the top of the list.
The company has reportedly increased sustainability efforts lately, including removing the use of so called pink slime, discouraging the use of gestation pens 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. It’s probably going to take a lot more than that, perhaps more of a health-based effort with more nutritious options, but perhaps a fast food giant has to revolutionize one small step at a time.
Do you eat McDonald’s? If not, what would the company have to do in order to get you on board, and to be proud of it?