McDonald

1
McDonalds Isnt Slow to React to Fast Food
Nation This Time

• Co is gearing up to forestall wave of negative
  publicity that could follow release of movie
  version of best seller and new book by its author
• New book, Chew On This, is aimed at
  11-to-15-year-olds
• Theorizes that fast-food companies are
  responsible for childhood-obesity epidemic,
  criticizes them for being low-wage Ers
• Co also received heavy criticism after release of
  Super Size Me
• Co is looking at dispatching truth squad along
  w/ team of brand ambassadors to get out message
  that McDonalds offers healthy menu and provides
  good jobs
• Co has spent past few years revamping its menu to
  include more-nutritious foods such as apple
  dippers and new line of premium salads
• Also shifting advertising to emphasize exercise
• Ronald McDonald being re-positioned as
  ambassador of balanced lifestyles and publicity
  photos depict him in running position
• Source Wall Street Journal, 4/12/06