McDonald’s looks to improve image with video insiders

By Georgi Gyton contact

- Last updated on GMT

The latest video shows what goes into Chicken McNuggets
The latest video shows what goes into Chicken McNuggets

Related tags: Global comparable sales, Executive officer, Chief executive officer, Poultry

It seems like too much of a coincidence that McDonald’s has been drip-feeding documentary-style videos of its production process in a bid to improve its image, just as global sales are on the slide.

The latest video in its ‘Our food. Your questions’ series, aims to set consumers straight on how its Chicken McNuggets are really made, and what goes into them. It has been designed to combat the idea that it uses ‘pink slime’ in its products, by taking viewers through the production process at supplier Tyson Foods in Tennessee, and follows similar videos on its McRibs, and beef burgers.

Earlier this week the fast food chain reported that global comparable sales were down 2.2% in November, after a 4.6% drop in the US, a 2% drop in Europe and a 4% fall in the Asia-Pacific, Middle East and Africa region.

Don Thompson, president and chief executive officer of McDonald’s, said: "Each of our geographic segments is focused on regaining business momentum by prioritising initiatives to improve comparable sales performance in the near-term, while developing innovations to deliver sustained profitable growth through McDonald’s Experience of the Future."

Related topics: Meat

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