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Case Title:

Obesity Concerns: McDonald's Initiatives

Publication Year : 2008

Authors: Sai Prasanna Rajendar Singh Rathore

Industry: Fast Food Retailing

Region:USA

Case Code: CSR0004

Teaching Note:  Available

Structured Assignment:  Available

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Abstract:
McDonald's, an epitome of fast food retailing and American culture, was in a soup during 2002 and lurched in losses for the first time ever in its 50-year history. Aggressive store expansions were just one reason; media and public onslaught, over ailments caused by fast food, was the other. In the backdrop of McDonald's widely published success story, this case study highlights its troubled times and response to the obesity concerns. It did not just alter its menu, but went ahead in encouraging balanced lifestyle among its patrons. For a food retailer, known for fast food with taste and convenience, what would be the implications of focusing on health and nutrition, which are often bland (or perceived to be so)? Can it sustain its profitable growth in the long run with such initiatives? How far can the restaurant be accused for what one eats?

Pedagogical Objectives:

  • To discuss the impact of changing consumer preferences and their food consumption patterns on food industry
  • To identify and analyse the factors that led to bulging obesity levels and the likely impact on the fast food industry
  • To debate whether fast food giants like McDonald's are really responsible for the rising health (obesity) problems
  • To reason McDonald's move on focusing towards health and nutrition, when it is more popularly known for fast foods like burgers and fries.

Keywords : Corporate Social Responsibility Case Study Myanmar, Unocal, Totalfina, State Law and Order Restoration Council, SLORC, Yadana project, Human rights violations, Corporate social responsibility, Forced labour, Unocal trial, Alien Tort Claims Act, Earthrights International, Myanmar Oil and Gas Enterprise, Universal Declaration of Human Rights, Natural gas

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