McDonald's Wants to Transform Its Junk Food Image

McDonald's confronts its junk food image
Luke Sharrett/Bloomberg via Getty Images
By CANDICE CHOI

NEW YORK -- At a dinner McDonald's (MCD) hosted for reporters and bloggers, waiters served cuisine prepared by celebrity chefs using ingredients from the chain's menu.

A Kung Pao chicken appetizer was made with Chicken McNuggets doused in sweet-and-sour sauce and garnished with parsley. Slow-cooked beef was served with gnocchi fashioned out of McDonald's french fries and a fruit sauce from its smoothie mix. For dessert, its biscuit mix was used to make a pumpkin spice "biznut," a biscuit-doughnut hybrid.

The event, held in New York City's Tribeca neighborhood, was billed "A transforming dining experience of 'fast food' to 'good food served fast.' " Attendees tweeted out photos and the night was written up on various websites.

The dishes aren't intended for McDonald's restaurants. Instead, the evening is part of a campaign by McDonald's to shake its reputation for serving cheap, unhealthy food. At a time when Americans are playing closer attention to what they eat, the company is trying to sway public opinion by first reaching out to the reporters, bloggers and other so-called "influencers" who write and speak about McDonald's.

It's just one way McDonald's is trying to change its image. In the past 18 months, the chain has introduced the option to substitute egg whites in breakfast sandwiches and rolled out chicken wraps as its first menu item with cucumbers. Last fall, it announced plans to give people the choice of a salad instead of fries in combo meals. And in coming months, mandarins will be offered in Happy Meals, with other fruits being explored as well.

McDonald's declined to make an executive available for this story, but CEO Don Thompson said early this year: "We've got to make sure that the food is relevant and that the awareness around McDonald's as a kitchen and a restaurant that cooks and prepares fresh, high quality food is strong and pronounced."

The company faces an uphill battle, especially if the past is any indication. The salads it introduced more than a decade ago account for just 2 to 3 percent of sales. And the chain last year discontinued its Fruit & Walnut salad and premium Angus burgers, which analysts said were priced too high for McDonald's customers at around $5.

The problem is that some simply people don't consider McDonald's a place to get high quality food, in part because the prices are so low. And while McDonald's has added salads and a yogurt parfait to its menu over the years, Americans are gravitating toward other attributes, like organic produce and meat raised without antibiotics.

"People just don't think of McDonald's as having that premium quality," said Sara Senatore, a restaurant industry analyst with Bernstein Research.

In some ways, the image McDonald's is battling is ironic, given its reputation for exacting standards with suppliers. Thompson has also noted the ingredients tend to be fresh because restaurants go through them so quickly.

"The produce and the products that we have at breakfast and across the menu are fresher than -- no disrespect intended -- what most of you have in your refrigerators," he said at an analyst conference in May.

But even that reputation for supply chain rigor was recently tarnished when the chain's longtime supplier was reported to have sold expired meat to its restaurants in China.

The Price Conundrum

The low-cost burgers, ice cream cones and other food that made McDonald's so popular since it was founded in 1955 have come to define it. And some people can't get over the idea that low prices equal low quality.

"It's the whole perception people get when you sell something cheaply," said Richard Adams, who used to own McDonald's restaurants in San Diego and now runs a consulting firm for franchisees.

Anne Johnson, for instance, said she eats at McDonald's because she can get a burger, fries and drink for about $5. But Johnson, a New York resident, doesn't think there are any healthy options there.

"Basically, it's junk food," she said.

Adding to its challenge, McDonald's can't seem to raise prices without driving people away. Pressured by rising costs for beef and other ingredients, the chain tried to move away from the Dollar Menu in 2012 with an "Extra Value Menu" where items were priced at around $2.

But customers are apparently righteous about the $1 price point, and the strategy was scrapped. Last year, McDonald's changed its tactic a bit, hoping not to turn off customers. It tweaked the name of the "Dollar Menu" to the "Dollar Menu & More."

McDonald's low prices also are part of what keeps it from competing with places such as Chipotle, which is touting the removal of genetically modified ingredients from its menu, and Panera, which recently said it will eliminated all artificial ingredients by 2016. Such moves would be Herculean feats for McDonald's, given its pricing model and the complexity of its menu.

Meanwhile, the company acknowledges there are problems with how people perceive its food. "A lot of our guests don't believe our food is real," said Dan Coudreaut, director of culinary innovation at McDonald's, in an interview last year.

Taking Control of the Narrative

The image of McDonald's food is a growing concern for the company at a time when U.S. sales have been weak for two years. The last time McDonald's managed to boost a monthly sales figure at home was in October, and the company warns its performance isn't expected to improve anytime soon.

McDonald's has said it has other problems, including slow and inaccurate service at its restaurants. But improving perceptions about its food is also a priority.

Following the dinner in New York last fall, the company hosted a similar event last month for reporters covering the Essence Festival in New Orleans. Beignets filled with grilled chicken and dusted with sugar were served alongside a packet of McDonald's honey mustard sauce.

Other "chef events" in local markets are planned for coming months, according to Lisa McComb, a McDonald's spokeswoman. She declined to provide details but said the events will be a spin on a recent contest between two friends to make a gourmet dish out of a Big Mac meal.

McComb said McDonald's wasn't associated with that particular contest, which was posted online.

The company continues to tweak the menu, too. The new Bacon Club burger McDonald's is promoting comes on a brioche bun and looks more like something that might be found at a trendy burger joint. It costs $5 or $6, depending on where you live, making it the most expensive sandwich on the menu.

In Southern California, McDonald's also is testing a "Build Your Own Burger" concept, with the patties being cooked to order more slowly on a separate grill.

Beyond the menu, the company is determined to take control of its narrative.

"We're going to start really, really telling our story in a much more proactive manner," said Kevin Newell, U.S. brand and strategy officer for McDonald's said late last year.

He added that McDonald's has gone too long in "letting other folks frame the story for us."


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33 Comments

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rbgns

McDONALDS SHOULD COME UP WITH A "McDOG" USING 100% BEEF WIENER. I THINK I WOULD ORDER ONE.

Yesterday at 5:19 PM Report abuse rate up rate down Reply
douglas1s

Old saying comes to my mind, "putting Lipstick on a Pig"!

August 19 2014 at 5:28 AM Report abuse rate up rate down Reply
Tom

You can't appease activists. Just keep giving us what we have flocked to your stores to get. We will decide what we like and want.

August 19 2014 at 12:38 AM Report abuse rate up rate down Reply
rstedfield

Geeezzzz. How does one turn crap into anything but crap! This is a hahahahahahahahahaha!

August 19 2014 at 12:29 AM Report abuse rate up rate down Reply
geezerearl

Mcdonalds is a classic case of getting exactly what U pay 4.So why
complain about the quality.

August 18 2014 at 11:47 PM Report abuse +1 rate up rate down Reply
woodytmartin

MacDonald's sausage-egg-cheese-biscuit is still the best by far of any of the fast food locales.

August 18 2014 at 2:11 PM Report abuse -1 rate up rate down Reply
1 reply to woodytmartin's comment
gee.effwye

Just don't venture too far from restrooms for the rest of the day. The last time.I ate a McDs breakfast sandwich I swear I could have pooped through a window screen and not touched the sides of the mesh. I could have bent over and pooped through a keyhole.

August 18 2014 at 8:30 PM Report abuse -4 rate up rate down Reply
Iselin007

When everybody is working there are few people left to riot. McDonald employees had to lock themselves in because of the rioting.

August 18 2014 at 2:01 PM Report abuse -2 rate up rate down Reply
Iselin007

At the end of the day employees are your customer too so when the majority make up the floor traffic in your businesses remember their income makes up the US economy. The more good jobs outsourced to visa workers or other countries the more your Domestic US business is going to suffer.

August 18 2014 at 1:58 PM Report abuse +1 rate up rate down Reply
Iselin007

Lets face it a greedy need to maximize production to reward top management or CEO's has turned these quick meal corporations in to over cooked sandwhich makers with sweatshop employees.Capitalism has become crapitalism with 99% of money going to the top and the products and workers suffer. You can't have quality by shaving seconds off of all ready over worked employee's time ect. Shame to see the food come out like crap because your in a hurry to line you own pockets!

August 18 2014 at 1:43 PM Report abuse -1 rate up rate down Reply
SPQR

When they opened I believe they used real food.....long time ago. Most restuarants serve crap now so stay home and cook yourself

August 18 2014 at 1:41 PM Report abuse +2 rate up rate down Reply
1 reply to SPQR's comment
Iselin007

You can see what over productivity does to quality. A massing of burgers and veggies to reheat leads to pure products. Just say no , I want a fresh hamburger cooked.

August 18 2014 at 2:17 PM Report abuse -2 rate up rate down Reply