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

Perception of McDonaldsMcDonalds has expanded globally into 31,000 general outlets and employed more than 1.5 million people in more than 119 countries (Kulkarni, Lassar, Sridhar & Venkitachalam, 2009). Nevertheless, McDonalds always faces ostracise perception and commonly related in dowery windburned and junk forages amongst its customers around the world (Currie, Dellavigna, Moretti, & Pathania, 2009). It is not only the negative perception of public, but McDonalds ease up been attacked and accused of selling unhealthy food in several countries, including the US, China, Belgium, Holland, India, Russia, Sweden and the United Kingdom (Wilson, 2009). Mean man, the core of the incumbent problem is that customers still buy fast foods, even though they have negative perceptions on McDonalds as regards to unhealthy foods. At this point, customers ar confused about fast food nutrition messages provided by McDonalds, while it is still perceived as bad doubles (Deng, 2009). In or der to overwhelm this issue, there are changes in McDonalds marketing and communication 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 homogeneous time crowd out enlarge the market scope. Secondly, to change behavior of the living customers who keep on taking only junk foods, and to persuade commonplace fast food users to change their lifestyle by buying equilibrate meal with McDonalds new healthy foods (Deng, 2009). ).Perception of McDonalds Icon-Based food LabelThe increasing number of developments in the nutrition field and technologies discover a great contribution and invol... ... protein, fat, carbohydrates, and salt (Hoffmann, 2007). Illustration in the hedge 1 below shows the icon-based nutritional pass judgment used by McDonalds on their food wrapper, pamphlet and restaurant web site. Similar thought can be argued on the display area or position that McDonalds present their nutrition label. For instance, McDonalds posted their nutrition label through and 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 channel and this is explained by Hoffman (2007) that this different channel purposely to generate repeated exposure to the nutrition label, and customers should eventually grasp their meaning, with or without printed labels presented.