“We’re starting on a journey called ‘Our Food. Your Questions,’ and we want to open up the doors and let our customers ask us any questions they have, and give them answers,” said Rickette Collins, company director of quality systems.
No matter how difficult the question, McDonald’s plans to engage customers and deliver honest answers. The initiative is being implemented in the company’s flagship market after being trialed in Canada and Australia.
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The campaign aims to change public perceptions of McDonald’s Corporation (NYSE:MCD) food. Previous forays onto social media have not ended well for the company, which found itself ridiculed for a toothy Happy Meal toy, as well as falling victim to viral videos exposing the chemicals it uses. One video showed a McNugget under a microscope.
As part of the new initiative, videos have been published of reporters asking questions to workers at the McDonald’s hamburger factory, in order to improve the transparency of the manufacturing process.
As well as improving transparency, McDonald’s Corporation (NYSE:MCD) has started to introduce alternative menu options, including chicken wraps with cucumber and the option to swap out egg whites in breakfast sandwiches. In a shake up of their value meal options, customers can expect to be able to replace their french fries with salad or vegetables in the near future.
McDonald’s economic motives
Of course, the initiative boils down to business concerns, with the risk of venturing onto social media potentially outweighed by improving the image of its food, and arresting a recent slide in sales.
In the U.S., the company suffered a dip of 1.5% in the last quarter, following on from a 0.2% decrease for last year. The company’s struggles can be put down to increased competition, as well as changing consumer tastes in an age where people are becoming more concerned for their health, and the impact that diet can have on it.