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McDonald’s
Over the years McDonald’s has become an “international poster-brand” for American obesity. This business crippling status is not completely the Corporations fault. With massive amounts of negative propaganda against McDonald’s it is a full time job for its marketing department just to overcome and remain one of America’s landmark restaurants. Such examples as the documentary Super Size Me by Morgan Spurlock exaggerates the effects of eating McDonalds food. The ‘I’m lovin’ it’ campaign was, in my opinion, where the huge fast-food chain turned its marketing strategy into a campaign that was aimed towards showing the healthier side of the menu.
Times have changed for the food industry; consumers aren’t just worried about how fast they can get their food, but they also want a meal that isn’t dripping with excess grease and trans-fat. The fast-pace, image-conscious American needs a one-stop restaurant that satisfies all of their needs; time and quality are two of their major needs.
In their efforts to satisfy customers and change the perception of its business, McDonald’s has adjusted its advertising campaign to show that it does offer healthy alternatives. Premium salads, apple dippers, Fruit ‘n Yogurt Parfaits, low fat milk, and the Chicken McGrill sandwich are all part of McDonald’s healthier menu. Some of these items have been on the menu for some time now, but are just recently being exposed through the advertising of McDonald’s. With the renovation of its marketing approach McDonald’s is trying to reform the opinions that many consumers have about the corporation. This is the first step for McDonald’s to effectively revamp its business model ...