Consumers had plenty of concerns about McDonald’s food, and now there’s one central location where all of those concerns are dealt with. On the McDonald’s website sits an exhaustive list of FAQs and answers. To reinvent their image and win back fleeing customers, the fast-food chain decided to assume a more candid and straightforward approach with their marketing strategy. In addition to discontinuing the use of LFTB in their beef, McDonald’s responded with a clever content strategy. A lack of trust and a wall of misinformation was holding back McDonald’s reputation and turning their audience away. The rumors were baseless and the photo actually depicted mechanically separated chicken not LFTB, but the damage was done. Specious rumors about chicken guts and cow eyeballs being used in McDonald’s products shortly followed. Today, meat products can still contain up to 15% LFTB without additional labeling.ĭespite the FDA’s approval of LFTB for commercial use, a grotesque picture of the famous “pink goo” found its way online, causing quite a stir. Pink slime or lean finely-textured beef (LFTB) is a meat additive that is developed by mechanically separating leftover meat products from the bone and treating that “finely textured meat” with ammonia to stop the spread of germs. In 2012, the term “pink slime” entered the American lexicon. McDonald’s is a mainstay in American culinary life and an employer for over 200,000 people, but the fast food chain has gotten a bad rap over the years-and for pretty obvious reasons. How do they do it? A great content strategy, of course. Still, after each and every disaster, McDonald’s always seems to emerge unscathed on the other side. From the pink slime fiasco to the infamous hot coffee lawsuit, PR nightmares and the golden arches go way back. In the time it takes you to read this sentence, roughly 600 McDonald’s hamburgers will be placed in the hands of hungry customers.ĭespite this history of overwhelming success, the restaurant’s popularity has faced its fair share of road bumps. That’s 6.4 million burgers a day, 45,000 a minute, and 75 each and every second. Everyone likes McDonald’s-confirmed by the nearly 2.36 billion hamburgers that the restaurant serves every year.
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