A 25-year battle to improve the image of McDonald’s

EVERY DAY McDonald’s serves 69m customers, more than the population of Britain or France. The company has what is estimated to be the most valuable fast-food brand in the world, cherished as a cheap dining option for families.

But do consumers perceive McDonald’s as a socially or environmentally responsible company? If they do not, it is in spite of the best efforts of Bob Langert. In 1988, he took a temporary assignment managing a furore over polystyrene “clamshells” in which the company’s burgers were served, and which were being damned for their contribution to America’s litter problem. That turned into a 25-year career (he has since left the firm) dealing with the chain’s various negative external effects.

It was a Herculean task, akin to being fashion consultant to Steve Bannon. Apart from litter, he had to deal with animal welfare, environmental destruction, obesity and workers’ rights....



via Business Feeds

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