Synopsis This case of US fast food giant MacDonalds revolves around ethics, globalisation and sustainability.

It tells about the ethical criticisms of the company and their rigorous efforts to restore their credibility. Introduction MacDonalds is MNC company operating some 31,000 restaurants in 118 countries serving almost 60 million customers in a day. They are the market leaders in their industry and has a very innovative business model.

Issues During the 1980s nutritionists and healthy eating campaigners criticised the company for its standard fare of high calorie burgers and fries that many saw as a major cause of obesity rates, especially among young people. Increasing affluence in Asia also lead to a wave of diet problems which were similar to those in Europe. The accusation was made by London activists group in 1980s that the company: 1. Exploits children with its advertising. 2. Pays its workers low wages. 3. Falsely advertised its food as nutritious and risked the health of its most regular long term customers.

Critics claimed that the company had failed to provide a balanced menu , that it provided insufficient nutritional information and guidance , and that it actively encouraged consumers

(especially children) to make healthy choices.

Meanwhile, European government initiated common health committee inquiry into obesity that saw executives from macdonalds giving evidence. France government also introduced taxes on all food and drink advertising.

Big Mac Fights back: Macdonald launched a substantial turnaround strategy and introduced range of healthy options on the menu, including salads and grilled chicken flatbreads, porridge for breakfast and even opportunity for parents to replace fries with carrot sticks and fruit in ubiquitous childrens HAPPY MEALS.

A huge advertising was done by Macdonalds empsizing the firms fresh and healthy new approach. Macdonalds also launched exercise and sports intiative for younge people.

In france in 2009 the company was promoting its McDo Sports Tour, which enables children to try out Olympic sports for free across country, as well as McDO Kids Iron Tour ,a series of triathlons for under twelves. In 2007 they served 100% rainforest alliance-certified sustainably grown coffee in its UK restaurants, as well as switching its trucks to bio-diesel made from its own reprocessed used cooking oil. Big Mac Goes East: Big Mac entered in asian market as the demand for fast food in countries like India and china started increasing.

Macdonalds opened 500 restaurants in china in 2009, including more drive in formats and 24-hour delivery.

ISSUES: 1. In china also the obesity rates started increasing, other diet problems and exercise related

problems such as diabetes and heart disease also are on the rise. A 2008 report by group consumers International claimed that global brands take advantage of lax laws in Asian Countries to promote calorie dense and nutrition-poor foods to children.

The company this time has been less slow to respond to its critics- a healthy option corn soup has emerged on the menu in china, vegetarian burgers features in India, and the games, competitions and special offers featured on the companys Asian Kids zones have largely scaled back.

McDonalds was widely criticized in Europe as the food it served lead to various health problems like obesity, heart disease, asthma, and possibly mad cow disease. There were also accusations of child exploitation as young kids were targeted for fast food. Cruelties on animals, low wage to workers were some of other criticisms it faced. Only after its profits started to plunder it decided to change to healthy food options like fruits, salads which is called as ethical makeover for the company.

McDonald doesnt seem to take any pro active steps to avoid any such criticisms in Asia.

As there is no such government measures on fast food companies and there are not much of organisations doing about it .The company do not want to be ethical. Fast food by nature cannot be healthy .All it can do is make options available for people who are health conscious. McDonalds is facing criticism in Japan after a number of its apple pies were found to contain a banned food coloring agent (McDonalds apple pies found to contain banned food coloring in Japan, 2006).

While it is a pretty straightforward argument that we as adults need to take responsibility for our eating habits, the issue becomes more complicated when we start talking about marketing unhealthy products to children. McDonalds must navigate a tricky line: the company naturally wants to sell its products, and children are an easy market. They also represent a potential lifetime consumer. Yet the product itself is unhealthy, and many equate it (and other fast food) with obesity. children under 12 years of age are unable to distinguish the difference between education and marketing. Therefore, companies must follow a narrow path of ethically-correct behavior in marketing products to children. Indeed, in a reactionary measure, McDonalds has tried to re-brand itself to appeal to customers who now have different preferences. The company provides more transparency regarding food content and operations. On the McDonalds website, all nutrition information is disclosed

Triple Bottom Line Environmental solutions Cattle should be fed grass and should be allowed to graze Instead of Styrofoam (Plastic 6), there are bioplastics (derived from plant starches and oils) that biodegrade that can be used for packaging Many waste materials that arent being recycled can be recycled

Social Healthier Options: Salads with oil and vinegar based dressing Grilled chicken (rather than fried) Whole wheat buns/bread

Have Nutrition Facts present : People can know what they are eating; if they knew, they might not want to eat it

Profits Percentage of pre-tax earnings donated to the community; Involvement and/or contributions to projects with value to the greater community (e.g. support of education and training programs, and humanitarian programs, etc.); Existence of a policy encouraging use of local contractors and supplier

Conclusion : In the end, public awareness might be the most important tool. If individuals are enlightened about McDonalds practices and their impact on health, environmental pollution and culture change, we can choose to not patronize its restaurants. The action may not shut the McDonalds down, but it might limit the impact of the corporation.