McDonald, a household name, has been tagged with “junk food” for years and is receiving an increasing amount of criticisms under severe health scrutiny from customers, media and the whole society. And the company is facing a rising pressure from competitors, such as Subway and Burger King who have been courting customers with healthier options. Other reasons such as patron’s unloyalty altogether lead to McDonald’s flat sales across much of its business.

McDonald needs a turning point and it is taking action. As is indicated in the link attached below, McDonald plans to make a big change to its menu in about half of the chain restaurants, which was featured at the Clinton Global Initiative on Thursday in New York. Also, “It has added calorie counts to its menu boards in advance of a federal requirement”.

This strategy is undeniably smart because introducing health-care products in fast-food industry means differentiation advantage. With these attention-grabbing items, the previous naysayers due to obesity concerns will probably turn to be McDonald’s consumers in the foreseeable future. What’s more, taking steps toward changing its menu to suit contemporary tastes and to try to address health concerns helps McDonald build a very positive brand image, implying that McDonald is an ethical business willing to take social responsibility. As a result, McDonald will probably succeed in altering its current financial picture and win in the long-term marketing campaign.

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