The McDonald’s New Transparency Campaign

McDonald’s announced today that it is making greater efforts to be transparent and committed to its new “Our Food, Your Questions” campaign. McDonald’s has a serious image problem and a fallen floor, which may explain its sudden desire to open the barn door to break free of its reputation for serving mass-produced unhealthy foods. Showing consumers how sausages are made may appeal to some consumers, but a better strategy for the fast-food giant would be to make really significant sustainability commitments.

McDonald’s notes that people ask big questions about the quality and origin of their food. The company, which serves 28 million people daily in the United States, now promises direct answers. McDonald’s publishes cartoons and infographics behind the scenes that seem to illustrate the production process of its products, such as Chicken McNuggets and McRib, and how they move from farm to restaurant. It also says that you will listen to questions from real customers online and answer honestly in real-time.

The Process

McDonald’s also recruited professional skeptic Grant Imahara and a former MythBusters co-organizer who appears in a series of videos on consumer concerns and issues. “We know that some people, McDonald’s fans and skeptics, still have questions about our food, its ingredients, or how it is prepared in the restaurant. This is our approach to making sure we engage people,” Kevin Newell, director of Brand The Director from McDonald’s USA Strategy and EVP told about our food in a two-way dialogue, answered questions and responded to their comments.

Until now, what happened behind the scenes at McDonald’s has been invisible to most of us. However, since the company’s supply chain is long and the raw materials come from different locations and facilities, it is impossible for a visit, a vignette or an infographic to show more than an excerpt of what arrives at the farm, the Factory, and Floor. Processing

And while it’s time for the farm-to-table crowd, as the world’s largest buyer of beef and pork burgers for just a buck, current McDonald’s practices are likely to continue to be seen near the table.