Fans seem to get quite a kick out of asking McDonald’s questions like “Do you even sell real food?” and “Why doesn’t your food rot?” McDonald’s, however, doesn’t really see the humor. The fast food franchise has allegedly become increasingly concerned about food rumors and their negative affect on business. Last Monday, it launched a social media campaign entitled “Our Food, Your Questions,” designed to put all of the gross rumors to rest once and for all.
“We’re proud of the food we serve our 27 million U.S. customers every day, yet we know people have unanswered questions,” Kevin Newell, executive vice president, chief brand and strategy officer for McDonald’s USA, recently said in a press release. “So, we’re inviting everyone in the U.S. on a journey to learn more about our food. We look forward to the opportunity to have an open conversation and to show people firsthand how we make our most iconic menu items.”
And in order to truly give credibility to the campaign, the fast food giant has recruited Grant Imahara, one the former co-hosts of Discovery Channel’s tremendously popular “MythBusters.” It has been reported that Imahara will star in a series of videos designed to “uncover real answers to tough questions by visiting McDonald’s suppliers and restaurants across the country.” McDonald’s will also reportedly solicit Imahara’s expertise to answer other tough questions sent in by consumers via social media. There will also be behind-the-scenes “webisodes” to give consumers a first-hand look at how food is made and prepared, as well as additional social media content that seeks to educate consumers regarding the ingredients and content of McDonald’s food.
“In today’s 24/7 news cycle, people are looking for faster, more straightforward responses to their questions about our food,” Ben Stringfellow, McDonald’s vice president of communications, explained. “We have great information to share and we’re looking forward to engaging in two-way conversations with as many people as possible.”
So, will the campaign really bring transparency to one of the country’s largest franchises and fast food chains? Well, not so fast. It looks like this latest campaign could just be a hasty attempt to save face. In September, McDonald’s saw its strongest drop in global same-store sales in more than a decade. In all likelihood, Imahara will spend a lot more time giving sugar-coated, PR-friendly answers to some tough and contentious consumer questions about McDonald’s food than he actually will busting myths.
Article by Jason Duncan, CEO/Founder of ManagerComplete.com. ManagerComplete is an online software application that helps multi-unit franchises manage operations effectively. Follow him on Twitter for latest updates.