Okay, so maybe when McDonalds got sued for making girls fat, they should’ve thought about cleaning up their image, or when they were outed for cooking their fries in animal fat after saying they had stopped, or any of the other times when they were associated with obesity. Supersize me comes to mind. With this said, it’s never too late?
McDonalds recently hosted reporters and bloggers, serving them a dinner supposedly made by a celebrity chef using only ingredients from McDonalds’ menu. They provided a Kung Pao chicken appetizer that was made with Chicken McNuggets and sweet and sour sauce with parsley. They offered slow cooked beef with gnocchi out of their French fries and a fruit sauce for the smoothie mixes. For dessert, they offered a biscuit mix for a pumpkin spice
They specifically held the event in New York City’s Tribeca, and they claimed that it was a
transforming dining experience of fast food to good food served fast.
Make no mistake. They don’t intend to offer these at regular McDonalds restaurants. They were trying to get free of the perception that they only offer cheap, unhealthy foods. They want to sway public opinion, in part because people are trying to get healthier. They want to influence the people who write and speak about McDonalds, influencing public opinion. That’s certainly not all they’re doing though.
In the past 18 months, they offered to substitute egg whites in breakfast sandwiches, also offering rolled out chicken wraps as the first menu item that includes cucumbers. They also changed their menu to offer mandarin oranges in Happy meals as well as other potential fruits.
CEO Don Thompson has explained it saying,
We’ve got to make sure that the food is relevant and that the awareness around McDonald’s as a kitchen and a restaurant that cooks and prepares fresh, high quality food is strong and pronounced. All the press about how they treat their employees certainly isn’t helping their reputation.
Restaurant industry analyst Sarah Senatore with Bernstein Research says,
People just don’t think of McDonalds as having that premium quality. Well no shit Sherlock. What else do you expect with a 99 cents menu for example?
Frankly, the fact that even the salads are patently unhealthy is not good news, and are they really changing that? When competing with chains like Subway, Chipotle, and even Wendy’s, which was the first to actually eliminate animal fats in their frying oil, it will be a pretty big feat to say the least.