Corporate Strategy Case Study

McDonald’s Menu: Makeover or Make-up?

OR

Abstract:
By the turn of the 21st century, obesity had been categorised as a global epidemic and studies conducted by the 'Centre for Disease Control and Prevention' of the US showed that nearly 30% of the American population was suffering from obesity and related health problems. Weight Watchers and other social groups blamed the calorie-rich food as the prime cause of obesity and began to target fast-food companies like the McDonald's Corporation. McDonald's became the focal point for a number of anti-obesity lawsuits and controversial documentaries. In response to this backlash, McDonald's embarked on a mission to change its menu offerings to include a range of 'healthy' food items like salads and juices. Despite such efforts, sceptics raised serious concerns about the genuineness of the health benefits of the new additions and on the sincerity of the company's commitment to the cause of promoting a healthy lifestyle.

Pedagogical Objectives:

• To discuss the issue of corporate social responsibility among fast food companies

Keywords : McDonald's; Go active; Corporate Strategies Case Study; Obesity; Super size me; McLibel trial; McSalad Shakers; Premium salads; McDonald's calories; Subway; Panera bread; Schlotzsky's; Happy Meals; Anti-obesity; Fastfood chains; McDonald's balanced lifestyles platform