Case Study: Mcdonald's

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case study: mcdonald's

Unit 1 Case Study
Kelli D. Martin
Columbia Southern University

Characterize the four I’s.
a. Issues:
Obesity
64% of American adults are overweight or obese (Baron, p20). Economists took into consideration several factors: calorie intake, BMI, and work activities. These factors contribute to the failure to provide nutritional information about menu items (McDonald’s has recently added nutritional information on each item on the menu). The news media gave significant coverage to the fast food and obesity issues; therefore the issue became the subject of films, jokes, and recently our nation’s first lady (Michelle Obama) and Beyonce. “ The Menu Education and Labeling Act (MEAL) stated that the name of the food on any menu, the number of calories, grams of saturated fat plus tans fat, and milligrams of sodium contained in a serving of the food be present on every menu.” (MEAL)

Filmmaking Activism
A film was made to bring attention to obesity, and McDonald’s was the target. The filmmaker focused on McDonald’s for 30 days for all of his meals and gained 25 pounds, and later received health warnings from his doctor (San Francisco Chronicle). “In response to the film, the Competitive Enterprise Institute (CEI) supported preparation of a film by Soso Whaley in which for two 30 day periods she ate only at McDonald’s. She lost 18 pounds by controlling her calorie intake. The CEI stated, Whatley’s documentary project, focusing on personal responsibility, obesity, and public health, is taking on the increasing victim mentality being fostered by public health activists and the dishonest bashing of the fast food industry” (CEI).

Mad Cow Disease
“In December 2003, the first case of mad cow disease documented in the United States was detected in Washington state in a downer cow that had been purchased from Canada. The FDA immediately began an informational...
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