McDonald’s Eyeing Natural Chicken Over the next two years, McDonald’s plans to phase out the…

McDonald’s Eyeing Natural Chicken

Over the next two years, McDonald’s plans to phase out the purchase of chicken products treated with antibiotics commonly used by humans. Insiders believe McDonald’s is attempting to update its image and better compete with fast casual restaurants like Chipotle. This move seems to be in line with the trend toward healthy eating and the rise of consumer interest in natural ingredients.

In chapter 3 we discussed various approaches to dealing with social responsibility ranging from the obstructionist stance (in which an organization does as little as possible to solve social or environmental issues), to a defensive stance, to an accommodative stance, and finally to a proactive stance (in which an organization actively seeks opportunities to be socially responsible). With this latest move, it appears as though McDonald’s is making a choice to create positive change. McDonald’s wants to create an image as a more health-conscious brand that is transparent with its customers. It has allowed the media to tour and film its many plants and allowed consumers to ask questions. Has any of this worked in McDonald’s favour? What else, if anything, can McDonald’s do to enhance its image as a health-conscious brand? Should it try to compete with the fast casual industry (e.g., Chipotle etc.)? Rick Newman, columnist for Yahoo Finance, discusses how this change might impact McDonald’s and the fast food industry.

Questions for Discussion

1. What factors have contributed to this decision? In answering this question, relate your response to the external environment of business.

2. How will McDonald’s move toward natural chicken affect the fast food industry? What are the ethical implications?

3. Do you think customers will respond positively to McDonald’s planned changes?