Case study: McEthics in Europe and Middle East
Done by: 200810001
Supervised by Dr.Mervin Misajon
In the book it’s explained about the ethical criticism of McDonalds in Europe and how they answered to those challenges, to maintain their image and credibility in Europe and Middle East. McDonalds is targeted by insults because of their high calorie products, which encourages bad eating habits and also increases obesity especially in children.
McDonald is one of the best known brands in the fast food market in the world. Currently it has over 32,500 restaurants scattered around 119 countries by employing more than 1.6million people and they receive around 60million customers each day. McDonald sells around 190 hamburgers per second and a new restaurant opens every ten hours.
McDonald’s famous product they sell mostly is Big Mac, a hamburger that has 500 calories. It’s marketed since 1968 and the sandwich is responsible for taking 25 % calories of daily needs a person needs to consume all this according to the nutritionists. Protest against McDonalds were common in Europe, in countries as England and France they had the same protests against the company saying that McDonalds is one of the main reasons for obesity in children.
The accusations were not just for the high fat and calories but also for failing to give a well-balanced menu and for pushing children to having large portions of their products which was harmful for their health. there were accusations also for fare of high calorie burgers and fries that many saw as a major cause of spiraling obesity rates, especially among young people, exploiting children with their advertising, responsible for cruelty to animals, strongly antipathetic to unions, for paying its workers low wages & also for falsely advertising its food as nutritious. to respond to all those criticisms in 2003 McDonald surprised everyone by dropping its supersize options and putting lots of healthy options on their menu including: -salads & grilled chicken flatbreads,
-porridge for breakfast,
-replacing ‘fries’ with ‘carrot sticks’ as part of the happy meal for the kids. Since year 2006 all packages now include also the nutrition information for the products.
1. Set out the main criticism that has been leveled at McDonald’s in Europe? To what extent are these criticisms likely to be replicated in Middle East? What differences can be predicted?
-McDonald became the bête noir of environmentalists and social justice campaigners in the 1980s and 1990s. -Anti-globalization campaigners in France targeted the company with store occupations and assaults. -Nutrition’s and healthy eating campaigners roundly criticized the company for its standards fare of high calorie burgers and fries that many saw as a major cause of spiraling obesity rates, especially among young people. -Exploiting Children with its advertising,
-Culpably responsible for cruelty to animals,
-Strongly antipathetic to unions,
-Paid its workers low wages,
-Falsely advertised its food as nutritious.
The criticism mentioned in the book is mainly to be replicated as well in Middle East since they are using the same high calorie burgers and fries and everyone is going for it, some without knowing its side effects. The only thing that I think won’t be replicable in Middle East is the cruelty to animals since here the country itself is Muslim so it should be done in a Islamic way which explains why the ‘cruelty to animals’.
The difference between Middle East & Europe will be that here we don’t use pork as part of the menu in our food.
2. Describe and evaluate the tactics used by...