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

Perception of McDonaldsMcDonalds has expanded globally into 31,000 worldwide outlets and employed more than 1.5 million people in more than 119 countries (Kulkarni, Lassar, Sridhar & Venkitachalam, 2009). Nevertheless, McDonalds always faces negative perception and comm only related in serving un estimable and junk foods amongst its customers around the world (Currie, Dellavigna, Moretti, & Pathania, 2009). It is not only the negative perception of public, but McDonalds have been attacked and accused of ex qualifying unhealthy food in several countries, including the US, China, Belgium, Holland, India, Russia, Sweden and the United Kingdom (Wilson, 2009). Meanwhile, the perfume of the current problem is that customers still buy immobile foods, even though they have negative perceptions on McDonalds as regards to unhealthy foods. At this point, customers are confused about fast food nutriment messages provided by McDonalds, while it is still perceived as bad images (Deng, 2009 ). In purchase order to overcome this issue, there are changes in McDonalds marketing and talk strategies as they have started to plan strategic action with two objectives first, to change the image of McDonalds from junk food restaurant to a healthy food restaurant, as this will attract health conscious customers and at the same time can enlarge the market scope. Secondly, to change doings of the existing customers who keep on taking only junk foods, and to gestate frequent fast food users to change their lifestyle by purchasing balanced meal with McDonalds new healthy foods (Deng, 2009). ).Perception of McDonalds Icon-Based Nutrition LabelThe increasing number of developments in the nutrition flying 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 tail used by McDonalds on their food wrapper, pamphlet and restaurant website. Simila r ruling can be argued on the display area or couch that McDonalds present their nutrition label. 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 acquit and this is explained by Hoffman (2007) that this different channel purposely to generate repeated exposure to the nutrition label, and customers should eventually wait their meaning, with or without printed labels presented.