McDonald's: Corporate reputation after criticism of unhealthy food

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McDonald's: Corporate reputation after criticism of unhealthy food

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Abstract

McDonald's is a large fast food chain with an international presence around the world. During the last few years, the company has been criticized by customers for offering unhealthy food causing obesity, and for dodgy corporate ethics. This is why we decided to study the international corporate reputation of the company. It seemed interesting to analyze the corporate reputation of McDonald's following the severe criticism from customers, and in critical books and films. We are going to answer two important questions.

In order to answer these issues, we will study its stakeholder relationship and the perception of the company that customers have after the criticism of unhealthy food. We will focus on the customer reactions towards McDonald's. We will base our case study on theory from the course “Corporate Communication” and other sources, internet sources etc. In addition, a survey will be conducted – we will distribute a questionnaire to international students and local citizens who either eat fast food, or just know of the company. Furthermore, the survey will include interviews of a focus group. Our time limit for this work is short, and we will therefore be very critical to our sources.

Introduction
Methods and theories used
1. Theories
2. Methods
Description of the organization
Description of the case
Reporting the investigation carried out and its result
Discussion of results /findings
Conclusion

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[...] [On line]. Consulted on http://www.trouble-nutritionnel.wikibis.com/super_size_me.php • Super Size Me. [On line]. Consulted on http://fr.wikipedia.org/wiki/Super_Size_Me • Sustainable and responsible business, Corporate Social Responsibility (CSR) (2010). [On line]. Consulted on http://ec.europa.eu/enterprise/policies/sustainable-business/corporate- social-responsibility/index_en.htm • The history of McDonald's (2007). [On line]. Consulted on http://www.mcdonalds.ru/mcdonalds/istoriia_kompanii_makdonalds/ • Crowter, Jonathan (2005). Oxford dictionaries. The world's most trusted dictionaries. Oxford University Press. [Online]. [...]

[...] According to Eric Schlosser (Fast Food Nation, 2001), McDonald's moved to self-service on the counter, constructed kitchens for mass production and produced food in a way similar to an assembly line. Furthermore, the owners decreased the initial cost of production. Soon it was obvious that this way was the new trend for all Americans. However the McDonald's brothers did not wish to control the expansion of their business themselves. According to McDonald's website, Ray Kroc became an exclusive agent of franchising. In 1955 Ray Kroc established a new franchising company named “McDonald's System Inc”. And on 15th of April in 1955 the first Kroc's “Golden Arch” was opened. [...]

[...] To conclude our discussion, we noticed that few customers are informed about all the activities that McDonald's has set up to keep its reputation after all the criticism of unhealthy food. According to our survey, people do not care about these programs. But if companies invest a lot of money in such CSR programs, it is because somewhere, customers are always influenced even though they are not aware of it. Conclusion According to numerous sources, McDonald's provided and provides unhealthy food. [...]

[...] Nevertheless, our focus group underlines that this training is very important for the employees because it helps them to work efficiently and in good conditions, without damaging their health. Even though, customers do not know the importance of the training, it improves relationships between employees and customers. McDonald's deals with two points of the triple bottom line: planet and people. McDonald's is involved in sustainable development programs. It contributes to local communities by helping sick children for example and is actively involved with Greenpeace, the sorting of waste, the energy- saving programs, etc. [...]

[...] So, the customers are aware of the criticism of McDonald's products but do not take it into consideration. As an explanation, we personally think that today, eating at McDonald's is an integral part of the quality of life and the culture. The American culture is widespread all over the world, and with the globalization the fast food culture is everywhere. Anyway, McDonald's has followed its CSR programs with other actions. Investigators would like to change the lack of quality and speed of the service in McDonald's. [...]

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