McDonalds - Is the New Campaign Working?
Wednesday, April 19, 2006 20:56Greetings again!
I’m currently working on an analysis of McDonald’s restaurants, which is a popular subject in business school. My project even requires me to go to a few McDonald’s in the area and sample the menu. Isn’t it nice to have projects where the purpose is to eat? Okay, so there’s a little more to the project than that… I’m looking at the quality of the food, menu price, the service of the staff, how long it takes me to get my order, etc. This got me thinking about all the changes McDonald’s has gone through, especially after the Super Size Me movie.
McDonald’s has taken multiple steps in recent years to improve its image and quality of food. This includes throwing money at Justin Timberlake to come up with the “I’m Lovin’ It” ditty, renovating its website to promote physical activities, focusing on healthier food options, and coming up with gourmet coffee to compete with Starbucks. I’m just curious… Are you guys buying it? Is there any reason at all why you would choose McDonald’s over In-N-Out or Fatburgers for your cheeseburgers and fries? Does McDonald’s salad commercials make you want to at least try it? In fact, with all the great restaurants in LA, how often do you even go to a McDonald’s for food?
One reason why I used to go to McDonald’s is because it is just so convenient. Hungry on the way to work? Stop at the drive-thru for some hotcakes and hash browns. No time for a full lunch? Walk across the street and pick up something quick. Honestly, I eat at McDonald’s only about 10 times a year. I try to avoid it because I always get tempted to order the deep fried greasy stuff there. I walk in with the intention to be good and get a grilled chicken salad or sandwich, but I can never walk away with just that. I either add small fries or a hot fudge sundae (or sometimes both!) to my supposedly healthy order. For me, I notice the new campaigns McDonald’s put out, but they don’t make me want to run out to McDonald’s. What are your thoughts?
By Pauline (see more of her posts).
Colleen says:
April 19th, 2006 at 10:29 pm
I think the increased focus on health has worked a little bit, at least for me. In my mind, McDonald’s is the “healthiest” of the fast food burger chains (compare the nutritional facts to Burger King, Wendy’s, Carl’s Jr., Jack in the Box… you’ll see what I mean). I can get a small hamburger and small fries and come out for fewer calories than a Subway sandwich.
They’ll never be In-N-Out, but they seem to have improved over the Super Size days.
Jonah says:
April 20th, 2006 at 8:11 am
One thing I am a big fan of is that they now serve fresh brewed iced tea. Not only do they brew it on site, but they actually put a sticker on the side of the tea container showing when the tea was brewed and when it should be thrown out. When I’m driving around, especially on road trips, it’s nice to know that the option is there.
Coffee Bean could learn a thing or two
Debbie says:
April 20th, 2006 at 8:17 am
The only time I go to McDonalds is when I’m craving my typical order of cheeseburgers, fries, and a vanilla shake. I do this maybe once every four/five months if that. If I want to eat healthy I don’t think of McDonalds, and these days if I want to waste calories on a great hamburger I go to Houstons.
erin says:
April 20th, 2006 at 11:39 am
If I’m stuck on the road somewhere (usually when I go back home to the Midwest) and there’s nothing else around, I will get Mickey D’s fruit and walnut salad, which is decent, though I wonder about the amount of high fructose corn syrup in the yogurt dip and how exactly they keep the apples from turning brown. I probably don’t want to know.
McDonald’s tangent: I actually worked at one in high school and would always have to conceal a snide remark when folks would come in, order the ridiculously huge double quarter pounder, extra cheese, super sized, and then a diet soda. I mean come on…
Foodie Universe says:
April 20th, 2006 at 12:10 pm
I never eat at McDonald’s. After reading Fast Food Nation, my conscience compels me to stick to the least of all evils, In-n-Out. But even before that, I didn’t eat there. The restaurants are dirty and the food is gross.
Pauline says:
April 20th, 2006 at 2:52 pm
I read Fast Food Nation, too, and it definitely did keep me away from McDonald’s. The thing is, the book came out about 5 years ago. I have gone back to McDonald’s within the last few years and found some positive changes, but I’m wondering how credible these changes really are. (E.g., Debbie’s suggestion that the yogurt dip in the fruit and walnut salad might be over-indulging in the high fructose corn syrup.) I do agree with Jonah that the time stickered brewed tea rocks.
Robin says:
April 20th, 2006 at 4:11 pm
I barely ever go there, but think they do one thing well. Their fries are better than those at In ‘n Out. Heresy, I know, what with the never frozen potatoes and all, but McD’s fries are fabulous. Oh, and their shakes. Both are fabulous in a different way than a real shake or real french fries, but that doesn’t lessen their fabulositude.
MaxMillion says:
April 20th, 2006 at 9:17 pm
Thank you, Foodie Universe, for saying every single thing I would have said before I even thought of it.
BTW there is a film version of Fast Food Nation — an incredible read — directed by Richard Linklater that is coming out sometime this year.
MaxMillion says:
April 20th, 2006 at 9:18 pm
why doesn’t the end italics code ever work for me?!!?
Jonah says:
April 21st, 2006 at 7:41 am
You can always try out the home made recreations
I’m on the Fast Food Nation bandwagon, although when you’re stuck on the 5 and want something other than a beef burger, you have to lower your standards a bit. And no, the In-n-Out “veggie burgers” don’t do it. Plus, the fries at McD’s reign supreme over In-n-Out.
Pauline says:
April 21st, 2006 at 11:56 am
McDonald’s update: I had to visit two different McDonald’s today within one hour. I can tell you this: 1) their cheeseburgers have nothing on In-N-Out’s; 2) each McDonald’s restaurant gives out different amount of french fries. One I went to gave out 86, and the other gave 45. (Yes, I had to count the number of fries for my homework.)
BTW - yes, McDonald’s fries are frozen. This is because founder Ray kroc wanted consistent good quality french fries. Regular potatoes have varying sugar contents due to seasonal climates. McDonald’s frozen potatoes process reduces moisture and preserves crispness of potatoes year round, regardless of weather.
Who says I’m not learning anything in school?
teenage foodie says:
April 22nd, 2006 at 3:59 pm
I don’t understand how some of my friends could actually go there, sometimes everyday. They have no idea what their ingesting. Some of them eat 6 or 7 hamburger’s not thinking about it. If only they knew…
Rick. says:
April 25th, 2006 at 1:18 pm
I found out why the fries at McDonald’s are so tasty: they use beef flavoring on them. Realized this when some vegetarians sued them for using an animal product on their fries and not disclosing it. They do now!
I haven’t eaten McDonald’s in years. But I loved that terrible food. Is it any wonder that I was 50 pounds heavier back then?
Pauline says:
April 25th, 2006 at 4:23 pm
Hi Rick -
I did a bit of research into the fries situation a while back for another class. You’re absolutely right that there WAS something beefy about the fries. McDonald’s stopped doing that a few years back though. Especially now, with stricter food regulations and McDonald’s full nutritional disclosure, the chain can’t get away with anything this any more.
sn says:
April 26th, 2006 at 10:26 am
The east coast needs more burger places - we only have the major chains mcdonalds, burger king, wendys. No in-n-outs or carls jr or fatburger or that other stuff
MacroGal says:
May 11th, 2006 at 3:01 pm
I’m grateful that - in case I’m on a road trip and there is ABSOLUTELY no place else to eat - they have added a decent veggie burger. However, there are very few places I wouldn’t rather eat.
Fidel says:
March 27th, 2007 at 2:30 am
yeah yeah so what, it’s mcdonalds that you’re talking about, they serve junk food, they get rich, even their softdrinks are half water-half coke! Oh yeah! don’t think so. drink and think about it.