McDonald’s Launches Preemptive Strike
McDonald’s Corp. will promote its healthier menu choices to help counter negative publicity expected from a new book co-written by the author of “Fast Food Nation,” Chief Executive Jim Skinner said Monday.
Although McDonald’s says the strategy is not aimed solely at undermining the book, “Chew On This,” which is due out next month, Skinner acknowledged that “it’s important to ramp this up now” amid heavy criticism of the fast-food industry for its perceived role in increased obesity.
The approach signified a marked departure from the way the world’s largest fast-food chain remained mostly quiet after being skewered in Eric Schlosser’s “Fast Food Nation” in 2001 and filmmaker Morgan Spurlock’s 2004 documentary “Super Size Me.”
This time, the company is trying to get its side told even before publicity hits for “Chew On This” -- which was co-written by Schlosser with Charles Wilson and targets 11- to 15-year-olds -- and a film version of “Fast Food Nation” that is due out this year featuring Patricia Arquette and Ethan Hawke.
McDonald’s has been promoting in recent years its commitment to encouraging balanced, active lifestyles and adding healthier products, such as entree-sized salads and the option to substitute apple slices and juice for fries and soft drink in Happy Meals.
But, Skinner said, “we’re not doing as good a job as we could, quite frankly,” in telling the company’s story.
After warning its U.S. franchisees about the upcoming film, McDonald’s issued a statement last week saying it was aware of Schlosser’s new book and movie, as well as his upcoming publicity tour.
According to early reports about the book, it holds fast-food companies responsible for the nation’s childhood-obesity epidemic and criticizes them for being low-wage employers.
McDonald’s has been hit by lawsuits accusing it of causing obesity in tens of thousands of children. Courts have dismissed most obesity claims but an appeals court in New York reinstated one suit against the fast-food chain last year.
Skinner said the company had to balance efforts to produce healthier food with the fact it was a for-profit restaurant company.
He dismissed the notion that McDonald’s is a minimum-wage employer with dead-end jobs, calling it “a company of opportunity.”
He said 67,000 McDonald’s restaurant managers got their starts working behind the counter, as did 1,200 owners of McDonald’s franchised restaurants and 20 members of top management -- himself included.
McDonald’s shares fell 53 cents to $34.32.
