Perception of McDonald’s Essay -- Business, Unhealthy Food

Perception of McDonaldsMcDonalds has expanded globally into 31,000 worldwide outlets and employed much than 1.5 million people in more than 119 countries (Kulkarni, Lassar, Sridhar & Venkitachalam, 2009). Nevertheless, McDonalds always faces negative perception and commonly related in serving unfit and junk foods amongst its customers near the world (Currie, Dellavigna, Moretti, & Pathania, 2009). It is not only the negative perception of public, but McDonalds have been attacked and accused of selling unhealthy food in several countries, including the US, China, Belgium, Holland, India, Russia, Sweden and the linked Kingdom (Wilson, 2009). Meanwhile, the core of the current problem is that customers still buy fast foods, even though they have negative perceptions on McDonalds as regards to unhealthy foods. At this point, customers are confused about fast food nutrition messages provided by McDonalds, while it is still perceived as bad theatrical roles (Deng, 2009). In put t ogether to overcome this issue, there are changes in McDonalds marketing and communication strategies as they have started to plan strategic action with two objectives first, to change the image of McDonalds from junk food eating place to a healthy food restaurant, as this will attract health conscious customers and at the same epoch can enlarge the market scope. Secondly, to change behavior of the existing customers who keep on taking only junk foods, and to persuade frequent fast food users to change their lifestyle by buying balanced meal with McDonalds new healthy foods (Deng, 2009). ).Perception of McDonalds Icon-Based Nutrition LabelThe increasing topic of developments in the nutrition field and technologies give a great contribution and invol... ... protein, fat, carbohydrates, and salt (Hoffmann, 2007). Illustration in the Table 1 below shows the icon-based nutritional punctuate used by McDonalds on their food wrapper, pamphlet and restaurant website. Similar thought can be argued on the display area or position that McDonalds present their nutrition cross out. For instance, McDonalds posted their nutrition label through diverse medium such as in restaurant website, on tray liners, pamphlet, in-store displays and interestingly printed on the food wrappers. As compared to other fast food, McDonalds take an active steps to create an awareness of nutrition label through different channel and this is explained by Hoffman (2007) that this different channel purposely to generate repeated exposure to the nutrition label, and customers should eventually grasp their meaning, with or without printed labels presented.