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| − | {{Started}}{{Contracted}} | + | {{Copyedited}}{{Images OK}}{{submitted}}{{approved}}{{Paid}} |
| − | | + | {{epname|McDonald's}} |
| | {{pp-semi-protected|small=yes}} | | {{pp-semi-protected|small=yes}} |
| | {{Infobox_Company | | | {{Infobox_Company | |
| − | company_name = McDonald's Corporation | | + | company_name = McDonald's Corporation | |
| − | company_logo = [[Image:McDonalds Museum.jpg|right|thumb|240px|<small>The site of the first McDonald's franchised by [[Ray Kroc]] is now a McDonald's [[museum]] in Des Plaines, [[Illinois]]. The building is a replica of the original, which was the ninth McDonald's [[restaurant]] opened.]]</small> | | + | company_logo = [[Image:McDonalds Museum.jpg|right|thumb|240px|<small>The site of the first McDonald's franchised by [[Ray Kroc]] is now a McDonald's [[museum]] in Des Plaines, [[Illinois]]. The building is a replica of the original, which was the ninth McDonald's [[restaurant]] opened.]]</small> | |
| − | company_type = Public ({{NYSE|MCD}}) | | + | company_type = Public ({{NYSE|MCD}}) | |
| − | slogan = ''[[i'm lovin' it]]'' |
| + | foundation = May 15, 1940 in [[San Bernardino, California]] | |
| − | foundation = May 15, 1940 in [[San Bernardino, California]] |
| + | founder = [[Dick and Mac McDonald]] | |
| − | founder = [[Dick and Mac McDonald]] |
| + | location_city = [[Oak Brook, Illinois]] | |
| − | location_city = [[Oak Brook, Illinois]] |
| + | location_country = USA | |
| − | location_country = USA |
| + | key_people = [[Ray Kroc]], corporate founder<br /> [[Jim Skinner]], [[chief executive officer|CEO]] <br /> [[Ralph Alvarez]], [[president]] and [[chief operating officer|COO]]<br /> [[Ronald McDonald]], corporate [[spokesman]] | |
| − | key_people = [[Ray Kroc]], corporate founder<br /> [[Jim Skinner]], [[chief executive officer|CEO]] <br /> [[Ralph Alvarez]], [[president]] and [[chief operating officer|COO]]<br /> [[Ronald McDonald]], corporate [[spokesman]] |
| + | industry = [[Restaurants]] | |
| − | industry = [[Restaurants]] |
| + | num_employees = 447,000 (2005) | |
| − | num_employees = 447,000 (2005)<ref>[http://www.hoovers.com/company-information/—ID__10974—/free-co-factsheet.xhtml Hoover Fact Sheet]</ref> |
| + | revenue = {{profit}}$20.460 Billion [[United States dollar|USD]] (2005)| |
| − | revenue = {{profit}}$20.460 Billion [[United States dollar|USD]] (2005)|
| + | net_income = {{profit}}$2.602 Billion [[United States dollar|USD]] (2005)| |
| − | net_income = {{profit}}$2.602 Billion [[United States dollar|USD]] (2005)|
| + | products = [[Fast food]]| |
| − | products = [[Fast food]], including [[hamburgers]] (and its signature [[Big Mac]] and [[Quarter Pounder]] sandwiches), [[Chicken McNuggets]], [[french fries]], [[milkshake]]s, [[salad]]s, baked individual-sized [[pie]]s, [[sundae]]s, children's meal ensembles ([[Happy Meal]]s), and breakfast items (including its signature [[Egg McMuffin]] sandwich) |
| + | slogan = ''[[i'm lovin' it]]'' | |
| − | homepage = [http://www.mcdonalds.com/ www.mcdonalds.com]
| + | homepage = [http://www.mcdonalds.com/ www.mcdonalds.com] |
| | }} | | }} |
| | + | '''McDonald's Corporation''' is the world's largest [[fast food|fast-food]] chain, primarily selling [[hamburger]]s, [[chicken (food)|chicken]], [[French fried potatoes|french fries]], [[breakfast]] products, [[milkshake]]s and [[soft drink]]s. Beginning in the 1940s as a family-owned restaurant in San Bernardino, California, McDonald's successfully expanded into a corporation under Ray Kroc and has now become a symbol of [[globalization]] and the spread of the [[American way|American way of life]]. |
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| − | '''McDonald's Corporation''' ({{nyse|MCD}}) is the world's largest chain of [[fast food|fast-food]] [[List of fast-food restaurants|restaurants]], primarily selling [[hamburger]]s, [[chicken (food)|chicken]], [[French fried potatoes|french fries]], [[milkshake]]s and [[soft drink]]s. More recently, it also offers [[salad]]s, [[fruit]], snack wraps, and [[carrot]] sticks. The business began in 1940, with a [[restaurant]] opened by siblings [[Dick and Mac McDonald]] in [[San Bernardino, California|San Bernardino]], [[California]]. Their introduction of the "Speedee Service System" in 1948 established the principles of the modern [[Fast food#Overview|fast-food restaurant]]. The present corporation dates its founding to the opening of a [[franchising|franchised]] restaurant by [[Ray Kroc]], in [[Des Plaines, Illinois|Des Plaines]], [[Illinois]] on April 15, 1955, the ninth McDonald's restaurant overall. Kroc later purchased the McDonald brothers' equity in the company and led its worldwide expansion.
| + | McDonald's established the "fast food" system of providing quick service and uniform quality to customers. Today, more than 50 million customers are served each day by the company. Traces of its trade mark double arches are seen worldwide in toys, billboards, commercials, as well as in advertising spots in highly publicized events such as the [[Super Bowl]] and the [[Olympic Games]]. Its prominence has made it a frequent subject of public debates about [[obesity]], [[Business ethics|corporate ethics]] and [[consumer]] [[Moral responsibility|responsibility]]. |
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| − | With the successful expansion of McDonald's into many international markets, the company has become a symbol of [[globalization]] and the spread of the [[American way|American way of life]]. Its prominence has also made it a frequent subject of public debates about [[obesity]], [[Business ethics|corporate ethics]] and [[consumer]] [[Moral responsibility|responsibility]].
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| − | ==Corporate overview==
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| − | [[Image:McDonalds drive thru.jpg|thumb|left|240px|A typical [[Australia]]n McDonald's drive thru]]
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| − | [[Image:Mcdonalds times sq.png|thumb|left|240px|A McDonald's restaurant in [[Times Square]]
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| − | McDonald's restaurants are found in 120 countries and territories around the world and serve nearly 54 million customers each day. The company also operates other restaurant [[brand]]s, such as Piles Café and [[Boston Market]], and has a minority stake in [[Pret a Manger]].
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| − | The company owned a majority stake in [[Chipotle Mexican Grill]] until completing its [[divestment]] in October 2006. Until December 2003, it also owned [[Donatos Pizza]]. It also has a subsidiary, [[Redbox]], which started in 2003 as 18-foot (5.5 m) wide automated [[convenience store]]s, but [[as of 2005]], has focused on DVD rental machines.
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| − | ===Types of restaurants===
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| − | [[Image:McDonalds Kristiansand, Norway.jpg|thumb|right|200px|A McDonalds restaurant in Kristiansand, Norway.]]
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| − | Most standalone McDonald's restaurants offer both [[counter service]] and [[drive-through]] service, with indoor and sometimes outdoor seating. Drive-Thru, Auto-Mac, Pay and Drive, or McDrive as it is known in many countries, often has separate stations for placing, paying for, and picking up orders, though the latter two steps are frequently combined; it was first introduced in Arizona in 1975, following the lead of other fast-food chains. In some countries "McDrive" locations near [[highway]]s offer no counter service or seating. In contrast, locations in high-density city neighborhoods often omit drive-through service. There are also a few locations, located mostly in downtown districts, that offer Walk-Thru service in place of Drive-Thru.
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| − | Specially themed restaurants also exist, such as the "Solid Gold McDonald's," a 1950s rock-and-roll themed restaurant.
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| − | In Victoria, British Columbia, there is also a McDonald's with a 24 carat gold chandelier and similar light fixtures.
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| − | ===Children's areas===
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| − | Some McDonald's in suburban areas and certain cities feature large indoor or outdoor [[playground]]s, called "McDonald's PlayPlace" (if indoors) or "Playland" (outdoors). The first PlayPlace with the familiar crawl-tube design with ball pits and slides was introduced in 1987 in the USA, with many more being constructed soon after. Some PlayPlace playgrounds have been renovated into "R Gym" areas.
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| − | "R Gyms" are in-restaurant play area that features interactive game zones designed for children aged 4 to 12. Equipped with stationary bicycles attached to video games, dance pads, basketball hoops, monkey bars, an obstacle course, and other games which emphasize physical activity. [http://www.prnewswire.com/cgi-bin/stories.pl?ACCT=109&STORY=/www/story/07-07-2006/0004393223&EDATE=]
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| − | The "R Gym" features the Toddler Zone, an active play environment with
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| − | age appropriate games that develop physical coordination and social skills; the Active Zone, designed for children aged four-to-eight that promotes physical fitness through fun play; the Sports Zone which features a series of sport oriented activities to promote aerobic exercise for children aged 9-to-12; the Parent Zone which features seating and provides a monitoring area for their children; and the Dining Area which
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| − | allows families to eat.
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| − | ===Redesign=== | + | == History == |
| − | In 2006, McDonald's introduced its "Forever Young" brand by redesigning all of their restaurants, the first major redesign since the 1970s. [http://moneycentral.msn.com/content/invest/extra/P150732.asp?GT1=8180] [http://www.businessweek.com/magazine/content/06_20/b3984065.htm]
| + | McDonald's was opened in 1940 by brothers Dick and Mac McDonald in San Bernardino, [[California]]. Their introduction of the "Speedee Service System" in 1948 established the principles of the modern [[Fast food|fast-food restaurant]]. The present corporation dates its founding to the opening of a [[franchising|franchised]] restaurant by [[Ray Kroc]], in [[Des Plaines, Illinois|Des Plaines]], [[Illinois]] on April 15, 1955, the ninth McDonald's restaurant overall. Kroc later purchased the McDonald brothers' equity in the company and led its worldwide expansion. McDonald's restaurants are now found in 120 countries and territories around the world and serve nearly 54 million customers each day. |
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| − | The new design will include the traditional McDonald's yellow and red colors, but the red will be muted to terra cotta, the yellow will turn golden for a more "sunny" look, and olive and sage green will be added. To warm up their look, the restaurants will have less plastic and more brick and wood, with modern hanging lights to produce a softer glow. Contemporary art or framed photographs will hang on the walls.
| + | == Restaurant Features == |
| | + | [[Image:McDonaldsMcDriveSindelfingen060311 p1040396.jpg|thumb|250px|A McDonald's drive-thru in Germany.]] |
| | + | Most McDonald's restaurants include counter service, extensive indoor and outdoor seating, and sometimes large indoor or outdoor playground facilities in suburban areas or certain cities. |
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| − | The exterior will have golden awnings and a "swish brow" instead of the traditional double-slanted [[mansard roof]]. | + | Also, most McDonald's restaurants offer drive-through service, which provides an even more convenient means for customers to purchase food from their vehicle. The company first implemented the "Drive-Thru" in Arizona in 1975, following the lead of other fast-food chains. |
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| − | The new restaurants will feature areas:
| + | In 2006, McDonald's made its first major redesign of its restaurants since the 1970s. Changes included a modification of traditional colors, the restructuring of exterior and interior fixtures, and the addition of special features like lounging areas and music. |
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| − | *The "linger" zone will offer armchairs, sofas, and [[Wi-Fi]] connections, a concept introduced by [[Starbucks]].
| + | ==Business model== |
| | + | The McDonald's Corporation's [[business model]] is slightly different from that of most other fast-food chains. In addition to ordinary [[franchising|franchise]] fees, supplies, and percentages of sales, McDonald's also collects [[renting|rent]] partially linked to sales. As a condition of the franchise agreement, the Corporation owns the properties on which most McDonald's franchises are located. The UK business model is different, in that fewer than 30 percent of restaurants are franchised, with the majority under the ownership of the company. |
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| − | *The "grab and go" zone will feature tall counters with bar stools for customers who eat alone; [[Plasma TV]]s will offer them news and weather reports.
| + | According to ''[[Fast Food Nation]]'' by [[Eric Schlosser]] (2001), nearly one of every eight workers in the [[United States|U.S.]] has at some time been employed by McDonald's. McDonald's is the largest private operator of playgrounds in the U.S., as well as the single largest purchaser of [[beef]], [[pork]], [[potato]]es, and [[apple]]s. The selection of McDonald's meats and drinks varies with the culture of the host country. |
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| − | *The "flexible" zone will be targeted toward families and will have booths featuring fabric cushions with colorful patterns and flexible seating.
| + | McDonald's has for decades maintained an extensive advertising campaign. In addition to the usual media (television, radio, and newspaper), the company makes significant use of billboards and signage, sponsors sporting events ranging from [[Little League]] to the [[Olympic Games]], and makes coolers of orange drink with their logo available for various local events. However, television has always played the central role in the company's advertising strategy. |
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| − | Different music will be targeted to each zone.
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| − | | |
| − | ===Business model===
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| − | The McDonald's Corporation's [[business model]] is slightly different from that of most other fast-food chains. In addition to ordinary [[franchising|franchise]] fees, supplies, and percentage of sales, McDonald's also collects [[renting|rent]], partially linked to sales. As a condition of the franchise agreement, the Corporation owns the properties on which most McDonald's franchises are located. The UK business model is different, in that fewer than 30% of restaurants are franchised, with the majority under the ownership of the company. McDonald's trains its franchisees and others at [[Hamburger University]] in [[Oak Brook, Illinois]].
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| − | According to ''[[Fast Food Nation]]'' by [[Eric Schlosser]] (2001), nearly one in eight workers in the [[United States|U.S.]] have at some time been employed by McDonald's. (According to a news piece on Fox News this figure is one in ten). The book also states that McDonald's is the largest private operator of playgrounds in the U.S., as well as the single largest purchaser of [[beef]], [[pork]], [[potato]]es, and [[apple]]s. The selection of meats McDonald's uses varies with the culture of the host country.
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| − | ==McCafé==
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| − | [[Image:Dublin-McCafe.jpg|thumb|right|200px|Dublin McCafé]]
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| − | '''McCafé''' is a [[café]]-style accompaniment to McDonald's restaurants.
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| − | Due to popularity of [[Starbucks]] and coffeeshops in general, McDonald's introduced McCafés to capitalize on this latest trend. McCafé is a concept of McDonald's [[Australia]] in 1993. Today, most McDonald's in Australia have McCafés located within the existing McDonald's restaurant. In Tasmania there are McCafés in every store.
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| − | As of the end of 2003 there were over 600 McCafés worldwide.
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| − | According to a March 2007 article in [[Consumer Reports]], McDonald's beat out [[Starbucks]], [[Burger King]], and [[Dunkin' Donuts]] in a coffee taste test. This was surprising news to some, as McDonald's has been historically known for [[hamburger|burgers]], [[french fries|fries]], and [[milkshake|shakes]], not coffee.<ref>[http://www.consumerreports.org/cro/food/coffee-taste-test-3-07/overview/0307_coffee_ov_1.htm Consumer Reports]</ref>
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| | ==Global impact== | | ==Global impact== |
| − | {{POV-section}}
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| − | [[Image:Mc-USFlag.jpg|thumb|right|McDonald's is closely identified with United States culture and lifestyle]]
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| | [[Image:Mcdonalds World locations map.PNG|thumb|280px|right|Countries with McDonald's stores]] | | [[Image:Mcdonalds World locations map.PNG|thumb|280px|right|Countries with McDonald's stores]] |
| − | [[Image:Champs-mcdonalds.jpeg|thumb|left|A McDonald's on the [[Champs-Élysées]], [[Paris]], [[France]].]]
| + | McDonald's has become emblematic of [[globalization]], due to its enormous economic and cultural impact in all parts of the world. Its influence is sometimes referred to as the "[[McDonaldization]]" of society. For instance, ''[[The Economist]]'' magazine uses the "[[Big Mac Index]]," a list of McDonald's Big Mac prices in countries all over the world, that can be used to compare and informally judge those nations' [[currency|currencies]]' [[purchasing power parity]]. In addition, because McDonald's is closely identified with the [[United States]]’ culture and lifestyle, its international business expansion has been termed part of [[Americanization]] and American [[cultural imperialism]] as well. |
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| − | McDonald's has become emblematic of [[globalization]], sometimes referred as the "[[McDonaldization]]" of society. ''[[The Economist]]'' magazine uses the "[[Big Mac index]]": the comparison of a [[Big Mac]]'s cost in various world [[currency|currencies]] can be used to informally judge these currencies' [[purchasing power parity]]. Because McDonald's is closely identified with [[United States]] culture and lifestyle, its international business expansion has been termed part of [[Americanization]] and American [[cultural imperialism]]. McDonald's remains a target of anti-globalization protesters worldwide. | |
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| − | [[Thomas Friedman]] observed that no country with a McDonald's had gone to war with another. However, the "[[List of countries with McDonalds franchises#Golden Arches Theory of Conflict Prevention|Golden Arches Theory]]" was tested, if not decisively invalidated, by the 1989 [[United States invasion of Panama]], when [[Kosovo War#The NATO bombing campaign|NATO bombed Serbia in 1999]], and the [[2006 Lebanon War]].
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| − | Some observers have suggested that the company should be given credit for increasing the standard of service in markets it enters. A group of anthropologists in a study entitled ''Golden Arches East'' (Stanford University Press, 1998, edited by James L. Watson) looked at the impact McDonald's had on [[East Asia]], and [[Hong Kong]] in particular. When it opened in Hong Kong in 1975, McDonald's was the first restaurant to consistently offer clean restrooms, driving customers to demand the same of other restaurants and institutions. In East Asia in particular, McDonald's have become a symbol for the desire to embrace Western cultural norms. McDonald's have recently taken to partnering up with [[Sinopec]], China's second largest oil company, in the People's Republic of China, as it begins to take advantage of China's growing use of personal vehicles by opening numerous [[drive-thru]] restaurants. <ref>[http://www.canada.com/topics/finance/story.html?id=e4cdb03e-6e89-4df4-a38b-187283fdeab3&k=65519 McDonald's deal with oil company marries China's new love of fast food, cars]</ref>
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| − | In addition to its effect on business standards, McDonald's has also been instrumental in changing local customs. By popularizing the idea of a quick restaurant meal, Watson's study suggests, McDonald's led to the easing or elimination of various taboos, such as eating while walking in Japan. McDonald's also flattens the social strata during dining — there is no problem of losing [[face (social custom)|face]] for certain customers (who might be embarrassed when someone else ordered a more expensive item in a restaurant); the food at McDonald's is all similarly priced. {{clear}}
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| − | ==Criticism==
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| − | [[Image:Potted plants at a McDonalds.jpg|thumb|left|200px| Potted plants at a McDonalds]]
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| − | Because McDonald's multi-national, multi-billion dollar business and standardized products and procedures have come to symbolize globalization and the American way of life, the company has often found itself a target of activism and a focal point of public debate. In particular, it has generated much discussion about corporate ethics, consumer responsibility, obesity, the environment, intellectual property, animal rights, the death of many due to heart problems, to offense of both the Islamic religion and the Jewish religion, and the destruction of modern society.
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| − | Since the mid-1990s, a backlash against globalization has been well-documented in the media, on the internet and in books like [[Naomi Klein|Naomi Klein's]] ''[[No Logo]]''. McDonald's restaurants have been the targets of protests, peaceful and otherwise, by environmental, anti-globalization and animal rights activists. The company has used a litigious approach to protecting its business interests.
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| − | This conflict, and the company's approach to resolving it, was epitomized in the early 1990s by what came to be known as the [[McLibel]] case. Two [[United Kingdom|British]] activists, [[David Morris]] and [[Helen Steel]], distributed leaflets entitled ''What's wrong with McDonald's?'' on the streets of London. McDonald's wrote to Steel and Morris demanding they desist and apologise, and, when they refused, sued them for libel.
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| − | The trial, lasting more than two years, was described as 'the worst PR disaster in history' for the firm. The company's advertising techniques and business practices were scrutinized in the [[High Court of Justice]] in [[London]] and reported extensively in the press, who saw the case as a David and Goliath battle (under UK law, legal aid could not be granted for a defamation suit, so Steel and Morris did most of their own legal casework while McDonald's was represented by an extensive legal team).
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| − | In June 1997, the judge ruled in favor of McDonald's, awarding the company £60,000 damages, which was later was reduced to £40,000 by the Court of Appeal. The amount was low because the judge ruled that some of the claims made by Morris and Steel had been proved, including that McDonald's exploited children in its advertising, was anti-trade union and indirectly exploited and caused suffering to animals. Steel and Morris announced they had no intention of ever paying, and the company later confirmed it would not be pursuing the money.
| + | [[Image:Mcdonalds seoul.JPG|thumb|left|250px|McDonald's in Seoul, Korea]] |
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| − | Steel and Morris later successfully challenged UK libel law in the European Court, arguing that it was an infringement of the right to free speech. The Government was forced to re-write the legislation as a result. In 2005, a [http://www.mclibel.com/film/vdo/index.htm film] by Ken Loach was made about the court case.
| + | Some observers have suggested that the company should be given credit for increasing the standard of service in markets that it enters. A group of anthropologists in a study entitled ''Golden Arches East'' (Stanford University Press, 1998, edited by James L. Watson) looked at the impact McDonald's had on [[East Asia]], and [[Hong Kong]] in particular. When it opened in Hong Kong in 1975, McDonald's was the first restaurant to consistently offer clean restrooms, driving customers to demand the same of other restaurants and institutions. In East Asia, McDonald's has become a symbol for the desire to embrace Western cultural norms. McDonald's has recently taken to partnering up with [[Sinopec]], China's second largest oil company, as it begins to take advantage of China's growing use of personal vehicles by opening numerous [[drive-thru]] restaurants. |
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| − | In 2001, [[Eric Schlosser]]'s book ''[[Fast Food Nation]]'' included criticism of McDonald's' business practices. Among the critiques are allegations that McDonald's (along with other companies within the fast-food industry) uses its political influence to increase their own profits at the expense of people's health and the social conditions of its workers. The book also brings into question McDonald's advertisement techniques where it targets children. While the book does mention other fast-food chains, it focuses primarily on McDonald's. | + | In addition to its effect on business standards, McDonald's has been argued to have affected local customs. Watson's study suggests that by popularizing the idea of a quick restaurant meal, McDonald's has led the easing or elimination of various taboos, such as eating while walking in Japan. |
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| − | In June 2004, the UK's ''[[Private Eye]]'' reported that McDonald's was handing out meal vouchers, balloons, and toys to children in [[pediatrics|paediatric]] wards. This was especially controversial as the report was made within weeks of a [[British Government]] report stating that the present generation may be the first to die before their parents due to spiraling [[obesity]] in the British population.
| + | ==Criticism and response== |
| | + | McDonald's restaurants have been the targets of protests, peaceful and otherwise, by environmental, anti-globalization, and animal rights activists. Among the critiques are allegations that McDonald's uses its political influence to increase their own profits at the expense of people's health and the social conditions of its workers. |
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| − | In 2002, vegetarian groups, largely Hindu, successfully sued and won against McDonald's for misrepresenting their French fries as vegetarian.<ref>[http://hbharti.com/h_bharti_mcd/mcdonlads%20_letter_05_05_93.jpg Letter from McDonald's headquarters claiming fries are vegetarian]</ref> Even after the discontinuation of frying the French fries in beef tallow in 1990, the French fries still had beef extract added to them. The French fries sold in the U.S. still contain beef and animal flavoring. McDonald's biscuits also contain beef flavoring along with animal flavoring. | + | In 2002, vegetarian groups successfully sued and won against McDonald's for misrepresenting their French fries as vegetarian.<ref>[http://hbharti.com/h_bharti_mcd/mcdonlads%20_letter_05_05_93.jpg Letter from McDonald's headquarters claiming fries are vegetarian] Retrieved November 8, 2007.</ref> In 2004 McDonald's faced allegations that its food was contributing to the epidemic of [[obesity]] in American society and that it failed to provide nutritional information about its food to its customers. |
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| − | Also in 2004, [[Morgan Spurlock]]'s [[documentary film]] ''[[Super Size Me]]'' produced negative publicity for McDonald's, with allegations that McDonald's food was contributing heavily to the epidemic of [[obesity]] in American society, and failing to provide nutritional information about its food for its customers. For 30 days Spurlock ate nothing but McDonald's (supersizing whenever asked). He ate everything on the menu at least once and continued to eat after he was full. At the same time he consciously attempted to get little or no exercise. By the end of the month he reported mood swings and [[sexual dysfunction]] and had gained 24.5 pounds (11.11 kg). Others have disputed Spurlock's claims. (see below)
| + | [[Image:Retour at MacDo.jpg|thumb|250px|A McDonald’s meal in France]] |
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| − | After the film was shown at the [[Sundance Film Festival]], but before its cinematic release, McDonald's stated it was phasing out its Supersize meal option and would begin offering several healthier menu items, though no link to the film was cited in this decision. However, while the healthier menu items have appeared, the Supersize meal option still remains available at some locations. The company also began a practice of putting nutritional information for all menu items in light grey [[small print]] on the reverse of their tray liners. It is currently phasing in nutritional labeling in clear black print on the actual packaging of its food items.
| + | In September 2002, McDonald’s announced it was voluntarily reducing the [[trans fat]] content of its cooking oil by February 2003. The oil was not immediately changed, however. In the ensuing lawsuits, McDonald’s was required to inform the public of the fact that the oil had not been changed. In addition, McDonald’s was to donate $7 million to the [[American Heart Association]] for public education about the risks of consuming trans fat. As of 2007, McDonald's announced that it had found a trans fat-free oil it deems worthy of its French fries, and planned to be using it for all its fried menu items by early 2008.<ref>[http://www.bantransfats.com/ McDonald's is moving towards eliminating trans fats] ''www.bantransfats.com''. Retrieved November 8, 2007.</ref> |
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| − | [[Anthony Bourdain]] on his show, [[Anthony Bourdain: No Reservations|No Reservations]], has criticised McDonald's among other fast-food restaurants for its culinary blandness.
| + | The company has also begun a practice of putting nutritional information for all menu items on the reverse of their tray liners and printing nutritional labeling on the packaging of its food items. |
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| − | ===Legal challenge over trans fats===
| + | As part of a broader industry concession to the US [[Federal Trade Commission]], on July 18, 2007, McDonald's agreed to limiting its advertisements directed to the under-12 demographic to two [[Happy Meals]] "containing less than 600 [[calories]], and derive no more than 35 percent of calories from [[fat]], and have no more than 35 percent of the recommended daily [[sugar]] intake." |
| − | In September 2002, McDonald’s announced it was voluntarily reducing the [[trans fat]] content of its cooking oil by February 2003. The oil was not changed. In the ensuing lawsuits, plaintiffs claimed that McDonald’s failed to inform the public that the oil was not changed. Since that time, it has been discovered that the trans fat content of some of their products are higher than they claimed (one McDonald's large fries contains 8 grams of trans fat).
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| − | Settlement of the lawsuit brought by [http://BanTransFats.com BanTransFats.com] and one private party requires McDonald’s to inform the public that the oil was not changed. McDonald’s will also donate $7 million to the American Heart Association for public education about the risks of consuming [[trans fat]]. [http://bantransfats.com/mcdonalds.html]
| + | In a bid to tap into growing consumer interest in the provenance of food, the company has also switched its supply of both coffee beans and milk. McDonald's coffee is now brewed from beans taken from stocks that have been certified by the conservation group the [[Rainforest Alliance]]. Similarly, milk supplies used for its hot drinks and milkshakes have been switched to organic sources which could account for five percent of the UK's organic milk output.<ref>[http://www.fwi.co.uk/Articles/2007/07/03/104864/mcdonalds-milk-goes-organic.html McDonald's milk goes organic] ''www.fwi.co.uk''. Retrieved November 8, 2007.</ref> |
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| − | McDonald’s is also required to spend up to $1.5 million on publishing notices to ensure that the public knows the status of its [[trans fat]] initiative. If the cost of publishing the notices is less than $1.5 million, the difference will be donated to the American Heart Association. The California Superior Court for Marin County has entered an order preliminarily approving the settlement.
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| − | In September 2006 McDonald's and all its products were classified healthy by the SAESUF foundation of health obesity. This was criticised heavily by American health nutritionists and argued that their data lacked validity.
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| − | | |
| − | ===Arguments in defense of McDonald's===
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| − | In response to the backlash against McDonald's, the firm has sought to include some healthy choices in its menu and has introduced a new slogan to its recruitment posters: "Not bad for a [[McJob]]." (The word McJob, first attested in the mid-1980s<ref>"[http://www.cnn.com/2003/SHOWBIZ/books/11/11/offbeat.mcjob.ap/ Merriam-Webster: 'McJob' is here to stay]." ''The Associated Press''. November 11, 2003.</ref> and later popularized by Canadian novelist [[Douglas Coupland]] in his book Generation X, has become a buzz word for low paid, unskilled work with few prospects or benefits and little security). McDonald's disputes the idea that its restaurant jobs have no prospects, noting that its CEO, Jim Skinner, started working at the company as a regular restaurant employee, and that 20 of its top 50 managers began work as regular crew members. <ref>[http://www.mcdonalds.com/corp/news/corppr/2005/CPR_09212005.html]</ref>
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| | | | |
| | In other cases, the firm has shown itself ready to adjust its business practices. When environmentally damaging packaging and waste produced by the company's restaurants became a public concern, McDonald's started a joint project with [[Friends of the Earth]] to eliminate the use of [[polystyrene]] containers, only in the United States, and to reduce the amount of waste produced. | | In other cases, the firm has shown itself ready to adjust its business practices. When environmentally damaging packaging and waste produced by the company's restaurants became a public concern, McDonald's started a joint project with [[Friends of the Earth]] to eliminate the use of [[polystyrene]] containers, only in the United States, and to reduce the amount of waste produced. |
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| − | Throughout the [[McLibel]] trial, senior representatives of the firm said they were merely trying to protect its image from undue and unfounded attack. With regard to its numerous and often controversial copyright and trademark actions, McDonald's lawyers say they are simply protecting the company's intellectual property. This argument loses some credibility in light of the ''[[Viz (comics)|Viz]]'' [[Top Tips]] case, in which McDonald's copied text from the UK adult comic's popular feature almost verbatim (see the ''McDonald's advertising campaigns and slogans'' section). The case was settled out of court after McDonald's donated an undisclosed sum to the charity [[Comic Relief]].
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| − | Following the release of the film Super Size Me, some people reported they had experienced no weight gain and suffered no ill effect by eating only at McDonald's for a month, but choosing menu items more judiciously and exercising frequently [http://www.acsh.org/healthissues/newsID.921/healthissue_detail.asp]. Merab Morgan, a North Carolina woman, was even able to lose weight [http://www.ananova.com/news/story/sm_1459655.html]. She claimed that the transparency of nutritional information made it easy to control her daily caloric intake.
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| − |
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| − | ==Legal cases==
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| − | :''Main article: [[McDonald's legal cases]]''
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| − |
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| − | McDonald's has been involved in a number of [[lawsuits]] and other legal cases, most of which involved [[trademark]] disputes. The company has threatened many food businesses with legal action unless they drop the Mc or Mac from their trading name. In one noteworthy case, McDonald's sued a Scottish café owner called McDonald, even though the business in question dated back over a century (Sheriff Court (Glasgow and Strathkelvin), 21 November 1952)
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| − | It has also filed numerous [[defamation]] suits. The [[McLibel case]] is probably the best known of these.
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| − | McDonald's has had to defend itself in several cases involving workers' rights. In 2001 the company was fined £12,400 by British magistrates for illegally employing and over-working child labor in one of its London restaurants. This is thought to be one of the largest fines imposed on a company for breaking laws relating to child working conditions (R v [2002] EWCA Crim 1094). In April 2007 in [[Perth, Western Australia]], McDonald's pleaded guilty to five charges relating to the employment of children under 15 in one of its outlets and was fined $8,000<ref>{{cite news | first= | last= | coauthors= | title=McDonald's fined for employing underage workers | date=2007-04-12 | publisher=ABC News Online | url =http://www.abc.net.au/news/newsitems/200704/s1895071.htm | work = | pages = | accessdate = 2007-04-12 | language = }}</ref>.
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| − |
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| − | Possibly the most infamous legal case involving McDonald's was the 1994 decision in [[Liebeck v. McDonald's Restaurants|The McDonald's Coffee Case]].
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| − | ==McDonald's advertising campaigns and slogans==
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| − | {{main|McDonald's TV campaigns and slogans}}
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| − | McDonald's has for decades maintained an extensive advertising campaign. In addition to the usual media (television, radio, and newspaper), the company makes significant use of billboards and signage, sponsors sporting events from ranging from [[Little League]] to the [[Olympic Games]], and makes coolers of orange drink with their logo available for local events of all kinds. Nonetheless, television has always played a central role in the company's advertising strategy.
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| − | To date, McDonald's has used 23 different slogans in [[United States]] advertising, as well as a few other slogans for select countries and regions. At times, it has run into trouble with its campaigns.
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| − | In 1996, the British adult comic magazine ''[[Viz (comics)|Viz]]'' accused McDonald's of plagiarizing the name and format of its longstanding Top Tips feature, in which readers offer sarcastic tips. McDonald's had created an advertising campaign of the same name, which suggested the Top Tips (and then the alternative — save money by going to McDonald's). Some of the similarities were almost word-for-word:
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| − | :"Save a fortune on laundry bills. Give your dirty shirts to Oxfam. They will wash and iron them, and then you can buy them back for 50p." — Viz Top Tip, published May 1989.
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| − | :"Save a fortune on laundry bills. Give your dirty shirts to a second-hand shop. They will wash and iron them, and then you can buy them back for 50p." — McDonald's advert, 1996.
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| − | The case was settled out of court for an undisclosed sum, which was donated to the charity [[Comic Relief]]. However, many Viz readers believed that the comic had given permission for their use, leading to Top Tips submissions such as: "Geordie magazine editors. Continue paying your mortgage and buying expensive train sets ... by simply licensing the Top Tips concept to a multinational burger corporation."
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| − | In 2003, a ruling by the UK [[Advertising Standards Authority]] determined that the corporation had acted in breach of the codes of practice in describing how its French fries were prepared[http://www.asa.org.uk/asa/focus/case_studies/McDonalds.htm]. A McDonald's print ad stated that "after selecting certain potatoes" "we peel them, slice them, fry them and that's it." It showed a picture of a potato in a McDonald's fries box. In fact the product was sliced, pre-fried, sometimes had dextrose added, was then frozen, shipped, and re-fried and then had salt added.
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| − | == Breakfast all day? ==
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| − | McDonald's caused a bit of speculation in September 2006 when Chief Executive Jim Skinner announced that new cooking systems were being developed that would allow the chain to serve its breakfast items all day long. Currently, McDonald's only serves breakfast from 4:00 am to 10:30 am on weekdays, and to 11:00 am on weekends, and does not serve most of its other menu items during those hours.
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| − | This change is not expected to be implemented in the near future, but if and when it does occur, it will not be unprecedented, as fast-food rivals [[Jack in the Box]] and [[Sonic Drive-In]] already offer all-day breakfast service.
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| − | == Card payment ==
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| − | ''Caution: This information refers specifically to restaurants of McDonalds operated within the United Kingdom of Great Britain and Northern Ireland, and may not be applicable to those located in other countries or regions.''
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| − | Until recently, most restaurants did not accept payment by credit or debit card; cash, [[Cheque|cheque]] (and at some restaurants) [[Luncheon_Voucher|Luncheon Vouchers]] were the only payment methods accepted. McDonalds has recognised for sometime that some of its customers may prefer to pay by credit or debit card, and unofficially expressed an intention to provide facilities to do this, but never progressed beyond such an intention.
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| − | Previously, only restaurants in certain locations accepted payment by credit or debit card - examples include one or more McDonalds restaurants located in Leicester (Fosse Park), Uxbridge, and Windsor together with some those at some airports. These used "stand-alone" terminals not connected to the main retailing system, which required manual entry of the amount to be charged, and produced a separate receipt.
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| − | The company has now begun a programme of installing [[Chip_and_pin|Chip and PIN]] compatible card readers in a rolling program, with the equipment being "enabled" at a limited number of restaurants each week; the installation programme takes advantage of the installation of new, PC-based till systems replacing those of a [[proprietary|proprietary]] design used since the 1980s.
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| − | The card readers integrate directly with each till, although the [separate] receipt printer is normally shared between several tills. The company accepts [[American_Express|American Express]], [[Maestro_%28debit_card%29|Maestro]], [[Mastercard|Mastercard]], [[Switch_%28debit_card%29|Switch]], [[Solo_%28debit_card%29|Solo]], [[Visa_%28company%29|Visa]], and [[Visa_Electron|Visa Electron]] cards (although it should be noted that Switch cards are currently being phased out, to be replaced by Maestro cards.
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| − | There is no minimum charge applied for card payment (this may not be the case at [[franchise|franchised]] restaurants, however).
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| − | Criticism could be made of the fact that McDonalds has not, beyond a simple sticker in the window of restaurants now offering card payment, promoted its new acceptance of cards - indeed, neither the [http://www.mcdonalds.co.uk company website] or its incorporated store locator make any mention of this.
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| − | ==Parodies in popular media==
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| − | [[Image:Sleeper McDonalds.JPG|thumb|left|150px|McD's as depicted in ''Sleeper'']]
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| − | *The 1973 [[Woody Allen]] comedy film ''[[Sleeper (film)|Sleeper]]'' shows a McDonald's supposedly 100 years in the future, with the once-iconic "Over ''(N)'' Billion Served" sign displaying "Over 795 000 000 000 000 000 000 000 000 000 000 000 000 000 000 000 000 000 Served" (a total of 51 zeros, just over half the zeros of a [[googol]]). In reality, once the volume of sold burgers reached the multi-billion level, the stores' signs were changed to the generic "Billions and Billions Served."
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| − |
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| − | * In the live-action ''[[The Flintstones (film)|Flintstones]]'' movie, there is a restaurant called "RocDonald's."
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| − |
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| − | * In episode 54 of the [[anime]] series ''[[Sonic X]]'', Chris Thorndyke works in a restaurant called "Wacdonalds" with an upside down Golden Arches logo as a "W." This also appears in the anime series ''[[Inuyasha]]'', the restaurant where Kagome eats, and in several episodes of the anime series ''[[SuperGALS]]''.
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| − |
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| − | * [[Burger World (Beavis and Butt-Head)|Burger World]], where the title characters of the cartoon ''[[Beavis and Butt-head]]'' work, receives similar treatment.
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| − | * In the 1988 film ''[[Coming to America]]'', Akeem Joffer ([[Eddie Murphy]]) finds a job at the local "McDowell's" fast-food restaurant, which in the film, he is accused of ripping off McDonalds, and seen reading one of their employee manuals to get information for his own store.
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| − | {{clear}}
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| − |
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| − | * The comic strip ''[[Funky Winkerbean]]'' occasionally includes references to a "McArnold's."
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| − | * [[Dave Chapelle]] uses a sketch in ''[[The Chappelle Show]]'' to show how a fictional McDonald's ("WacArnolds" on the show) breaks families apart, shortens people's lives, and pays the bare minimum.
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| − |
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| − | == Gallery ==
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| − | <gallery>
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| − | <!-- it's already in the article Image:McNew_York_Times_Square.JPG|Times Square, New York —>
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| − | Image:McMoab.JPG|[[Moab, Utah]], [[USA]]
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| − | Image:SGMcD.JPG|[[Singapore]].
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| − | Image:McAmsterdam.JPG|[[Amsterdam]], [[Netherlands]]
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| − | Image:McD Bloomington MN.JPG|Retro-style McDonald's in [[Bloomington, Minnesota]]
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| − | Image:Project_mcdonalds_bol.jpg|[[Bolton]], [[England]]
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| − | Image:Mcdonalds_Dortmund.jpg|[[Dortmund]], [[Germany]]
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| − | Image:Architektura mcDonalds ubt.jpeg|[[Kristiansand]], [[Norway]]
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| − | Image:Kobe Sannomiya04s3000.jpg|[[Kobe]], [[Japan]]
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| − | Image:Mcdonalds seoul.JPG|[[Seoul]], [[South Korea]]
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| − | Image:McDonald's Tampa 1979 05 02.JPG|McDonald's in [[Tampa]], [[Florida]], with the old N-Billions Served sign
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| − | Image:McDonalds in St Petersburg 2004.JPG|[[St. Petersburg]], [[Russia]]
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| − | Image:Adelaide_McDonalds.jpg|[[Adelaide]], [[Australia]]
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| − | Image:Santafemcdonaldscerrillosrd.jpg|[[Santa Fe, New Mexico]], [[USA]]
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| − | Image:McDonaldsGreenArchesInSedonaArizona.jpg|[[Sedona]], [[Arizona]], [[USA]]
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| − | Image:India 1 062.jpg|[[Delhi]], [[India]].
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| − | Image:Prc-mcdonalds.jpg|[[Tianjin]], [[P.R.C.]]
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| − | Image:McDonald's_Bolzano_Bozen.JPG|[[Bolzano]], [[Italy]]
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| − | Image:McDonalds_at_Goodna_Australia_-_McGoodna.jpg|[[Goodna, Queensland]], [[Australia]]
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| − | Image:DowneyMcdonalds.jpg|Oldest operating McDonald's, [[Downey, California|Downey]], [[California]], USA
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| − | Image:McKosher.jpg|[[Kashrut|Kosher]] McDonald's in [[Beit She'an]], [[Israel]]
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| − | </gallery>
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| | | | |
| | ==Notes== | | ==Notes== |
| − | {{Wiktionary}}
| |
| − | <!--See http://en.wikipedia.org/wiki/Wikipedia:Footnotes for an explanation of how to generate footnotes using the <ref(erences/)> tags—>
| |
| | <references/> | | <references/> |
| | | | |
| − | ==See also== | + | ==References== |
| − | * [[History of McDonald's]] | + | * Kroc, Ray, and Robert Anderson. ''Grinding It Out: The Making of McDonald's''. Chicago: H. Regnery, 1977. ISBN 9780809282593 |
| − | * [[:Category:McDonald's|List of McDonald's-related articles]]
| + | * Love, John F. ''McDonald's Behind the Arches''. Toronto: Bantam Books, 1986. ISBN 9780553051278 |
| − | | + | * Schlosser, Eric. ''Fast Food Nation: The Dark Side of the All-American Meal''. Boston: Houghton Mifflin, 2001. ISBN 9780395977897 |
| − | ===Competitors===
| + | * Spurlock, Morgan. ''Don't Eat This Book: Fast Food and the Supersizing of America''. New York: G. P. Putnam's Sons, 2005. ISBN 9780399152603 |
| − | * [[Burger King]]
| + | * Watson, James L. ''Golden Arches East: McDonald's in East Asia''. Stanford, Calif: Stanford University Press, 1997. ISBN 9780804732079 |
| − | * [[Wendy's]]
| |
| − | | |
| − | ===Criticism===
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| − | * ''[[Fast Food Nation]]'', book by [[Eric Schlosser]]
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| − | * ''[[Maxime, McDuff & McDo]]'', documentary film about the unionizing of a McDonald's in [[Montreal]], [[Quebec]], [[Canada]]. | |
| − | * [[McDonaldization]], term used by sociologist [[George Ritzer]] to describe the process by which a society takes on the characteristics of a fast-food restaurant. | |
| − | * [[McLibel case]], a long-running UK libel case brought by McDonald's against two activists
| |
| − | * ''[[Super Size Me]]'', film by [[Morgan Spurlock]].
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| − | * [[McDonald's Video Game]], a satirical game placing the player in the role of McDonald's management.
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| − | | |
| − | ===Miscellaneous===
| |
| − | * [[Don Gorske]], a McDonald's enthusiast, has consumed over 20,000 Big Mac hamburgers. He appeared on ''Super Size Me'', is listed in the Guinness Book of World Records, and has a movie called ''MacDaddy''. | |
| − | *[http://www.flickr.com/photos/mckroes/sets/72057594069544156/ Worlds Biggest McDonald's Photo Collection] All kinds of storefronts of McDonald's restaurants in the world. | |
| | | | |
| − | {{McDonald's}}
| + | [[Category:history]] |
| − | [[Category:history and biography]] | |
| | {{Credit|132608430}} | | {{Credit|132608430}} |
| McDonald's Corporation
|
 The site of the first McDonald's franchised by Ray Kroc is now a McDonald's museum in Des Plaines, Illinois. The building is a replica of the original, which was the ninth McDonald's restaurant opened. |
| Type
|
Public (NYSE: MCD)
|
| Founded
|
May 15, 1940 in San Bernardino, California
|
| Founder
|
Dick and Mac McDonald
|
| Headquarters
|
Oak Brook, Illinois, USA
|
| Key people
|
Ray Kroc, corporate founder
Jim Skinner, CEO
Ralph Alvarez, president and COO
Ronald McDonald, corporate spokesman
|
| Industry
|
Restaurants
|
| Products
|
Fast food
|
| Revenue
|
 $20.460 Billion USD (2005)
|
| Net income
|
$2.602 Billion USD (2005)
|
| Employees
|
447,000 (2005)
|
| Slogan
|
i'm lovin' it
|
| Website
|
www.mcdonalds.com
|
McDonald's Corporation is the world's largest fast-food chain, primarily selling hamburgers, chicken, french fries, breakfast products, milkshakes and soft drinks. Beginning in the 1940s as a family-owned restaurant in San Bernardino, California, McDonald's successfully expanded into a corporation under Ray Kroc and has now become a symbol of globalization and the spread of the American way of life.
McDonald's established the "fast food" system of providing quick service and uniform quality to customers. Today, more than 50 million customers are served each day by the company. Traces of its trade mark double arches are seen worldwide in toys, billboards, commercials, as well as in advertising spots in highly publicized events such as the Super Bowl and the Olympic Games. Its prominence has made it a frequent subject of public debates about obesity, corporate ethics and consumer responsibility.
History
McDonald's was opened in 1940 by brothers Dick and Mac McDonald in San Bernardino, California. Their introduction of the "Speedee Service System" in 1948 established the principles of the modern fast-food restaurant. The present corporation dates its founding to the opening of a franchised restaurant by Ray Kroc, in Des Plaines, Illinois on April 15, 1955, the ninth McDonald's restaurant overall. Kroc later purchased the McDonald brothers' equity in the company and led its worldwide expansion. McDonald's restaurants are now found in 120 countries and territories around the world and serve nearly 54 million customers each day.
Restaurant Features
A McDonald's drive-thru in Germany.
Most McDonald's restaurants include counter service, extensive indoor and outdoor seating, and sometimes large indoor or outdoor playground facilities in suburban areas or certain cities.
Also, most McDonald's restaurants offer drive-through service, which provides an even more convenient means for customers to purchase food from their vehicle. The company first implemented the "Drive-Thru" in Arizona in 1975, following the lead of other fast-food chains.
In 2006, McDonald's made its first major redesign of its restaurants since the 1970s. Changes included a modification of traditional colors, the restructuring of exterior and interior fixtures, and the addition of special features like lounging areas and music.
Business model
The McDonald's Corporation's business model is slightly different from that of most other fast-food chains. In addition to ordinary franchise fees, supplies, and percentages of sales, McDonald's also collects rent partially linked to sales. As a condition of the franchise agreement, the Corporation owns the properties on which most McDonald's franchises are located. The UK business model is different, in that fewer than 30 percent of restaurants are franchised, with the majority under the ownership of the company.
According to Fast Food Nation by Eric Schlosser (2001), nearly one of every eight workers in the U.S. has at some time been employed by McDonald's. McDonald's is the largest private operator of playgrounds in the U.S., as well as the single largest purchaser of beef, pork, potatoes, and apples. The selection of McDonald's meats and drinks varies with the culture of the host country.
McDonald's has for decades maintained an extensive advertising campaign. In addition to the usual media (television, radio, and newspaper), the company makes significant use of billboards and signage, sponsors sporting events ranging from Little League to the Olympic Games, and makes coolers of orange drink with their logo available for various local events. However, television has always played the central role in the company's advertising strategy.
Global impact
Countries with McDonald's stores
McDonald's has become emblematic of globalization, due to its enormous economic and cultural impact in all parts of the world. Its influence is sometimes referred to as the "McDonaldization" of society. For instance, The Economist magazine uses the "Big Mac Index," a list of McDonald's Big Mac prices in countries all over the world, that can be used to compare and informally judge those nations' currencies' purchasing power parity. In addition, because McDonald's is closely identified with the United States’ culture and lifestyle, its international business expansion has been termed part of Americanization and American cultural imperialism as well.
McDonald's in Seoul, Korea
Some observers have suggested that the company should be given credit for increasing the standard of service in markets that it enters. A group of anthropologists in a study entitled Golden Arches East (Stanford University Press, 1998, edited by James L. Watson) looked at the impact McDonald's had on East Asia, and Hong Kong in particular. When it opened in Hong Kong in 1975, McDonald's was the first restaurant to consistently offer clean restrooms, driving customers to demand the same of other restaurants and institutions. In East Asia, McDonald's has become a symbol for the desire to embrace Western cultural norms. McDonald's has recently taken to partnering up with Sinopec, China's second largest oil company, as it begins to take advantage of China's growing use of personal vehicles by opening numerous drive-thru restaurants.
In addition to its effect on business standards, McDonald's has been argued to have affected local customs. Watson's study suggests that by popularizing the idea of a quick restaurant meal, McDonald's has led the easing or elimination of various taboos, such as eating while walking in Japan.
Criticism and response
McDonald's restaurants have been the targets of protests, peaceful and otherwise, by environmental, anti-globalization, and animal rights activists. Among the critiques are allegations that McDonald's uses its political influence to increase their own profits at the expense of people's health and the social conditions of its workers.
In 2002, vegetarian groups successfully sued and won against McDonald's for misrepresenting their French fries as vegetarian.[1] In 2004 McDonald's faced allegations that its food was contributing to the epidemic of obesity in American society and that it failed to provide nutritional information about its food to its customers.
A McDonald’s meal in France
In September 2002, McDonald’s announced it was voluntarily reducing the trans fat content of its cooking oil by February 2003. The oil was not immediately changed, however. In the ensuing lawsuits, McDonald’s was required to inform the public of the fact that the oil had not been changed. In addition, McDonald’s was to donate $7 million to the American Heart Association for public education about the risks of consuming trans fat. As of 2007, McDonald's announced that it had found a trans fat-free oil it deems worthy of its French fries, and planned to be using it for all its fried menu items by early 2008.[2]
The company has also begun a practice of putting nutritional information for all menu items on the reverse of their tray liners and printing nutritional labeling on the packaging of its food items.
As part of a broader industry concession to the US Federal Trade Commission, on July 18, 2007, McDonald's agreed to limiting its advertisements directed to the under-12 demographic to two Happy Meals "containing less than 600 calories, and derive no more than 35 percent of calories from fat, and have no more than 35 percent of the recommended daily sugar intake."
In a bid to tap into growing consumer interest in the provenance of food, the company has also switched its supply of both coffee beans and milk. McDonald's coffee is now brewed from beans taken from stocks that have been certified by the conservation group the Rainforest Alliance. Similarly, milk supplies used for its hot drinks and milkshakes have been switched to organic sources which could account for five percent of the UK's organic milk output.[3]
In other cases, the firm has shown itself ready to adjust its business practices. When environmentally damaging packaging and waste produced by the company's restaurants became a public concern, McDonald's started a joint project with Friends of the Earth to eliminate the use of polystyrene containers, only in the United States, and to reduce the amount of waste produced.
Notes
References
ISBN links support NWE through referral fees
- Kroc, Ray, and Robert Anderson. Grinding It Out: The Making of McDonald's. Chicago: H. Regnery, 1977. ISBN 9780809282593
- Love, John F. McDonald's Behind the Arches. Toronto: Bantam Books, 1986. ISBN 9780553051278
- Schlosser, Eric. Fast Food Nation: The Dark Side of the All-American Meal. Boston: Houghton Mifflin, 2001. ISBN 9780395977897
- Spurlock, Morgan. Don't Eat This Book: Fast Food and the Supersizing of America. New York: G. P. Putnam's Sons, 2005. ISBN 9780399152603
- Watson, James L. Golden Arches East: McDonald's in East Asia. Stanford, Calif: Stanford University Press, 1997. ISBN 9780804732079
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$20.460 Billion USD (2005)
