May 21, 2013
BURGER KING® was founded in 1954 and is the second largest fast food hamburger chain in the world. They are known for their signature burger “The Whopper.” More than 11 million guests visit these restaurants around the world daily. BURGER KING® is known for serving high-quality, great-tasting, and affordable food. Their mission statement includes “A commitment to premium ingredients, signature recipes, and family-friendly dining experiences is what has defined our brand for more than 50 successful years” (BK, 2013). BURGER KING® did not release the report of this scandal to the public. This scandal surfaced on January 15, 2013, when the Food Safety Authority of Ireland (FSAI) first published the findings of a targeted study examining the authenticity of a number of beef burger, beef meal and salami products. The study which tested for the presence of horse and pig DNA, reveals the presence of horse DNA in beef burger products. The FSAI states this raises concerns in relation to the traceability of meat ingredients and products entering the food chain. Once this report hit the public, Facebook and Twitter blew up in outrage with comments from consumers. BURGER KING® had to respond at this point; they placed “advertisements in the Sun, Express, Mirror, Star and Times newspapers, apologizing to customers for the "very small trace levels" of horse DNA found in four samples at Burger King's Irish supplier, Silvercrest” (King, 2013). One of the advertisements stated, "deeply troubled by the findings of our investigation and apologise to our guests, who trust us to source only the highest quality 100% beef burgers. Our supplier has failed us and in turn we have failed you" (King, 2013). Even though this study is believed to have taken BURGER KING® by surprise, they were not completely innocent in this scandal. The slaughterhouse they used to obtain meet from had red flags raised in the past regarding unfit meet. The ethical issue...
Please join StudyMode to read the full document