McDonald’s has been struggling lately. With a company as big as McDonald’s it’s often hard to tell if just a few management tweaks can right the ship–or if more generally a tide has turned against the cheap, fast, fatty, salty fare that McDonald’s specializes in. McDonald’s is among the most media-savvy companies on earth–and it’s not taking any chances guessing what the problem is. It’s tackling both. It replaced its head of American operations recently after yet another bad quarter. And it’s trying to present its food in a better light too, with some recent “transparency” campaigns like the video below.
We wrote before about how a supply chain manager in Canada demonstrated that the famous “pink slime” wasn’t a part of the McDonald’s method. Now out of Australia comes another video presenting the McDonald’s cheeseburger as a homey, comfort food–cleanly produced and perfectly delicious. This is presented as the real, simple story of how McDonald’s cheeseburgers are made. (It also gives hints about McDonald’s food in general: no pig fat, no plastic cheese, no pink slime, no fake eggs–to give you an idea of the public perceptions McDonald’s is trying to alter.) The video may or may not send you running to your local McDonald’s drive-thru. But the people sure seem nice.