With a turn for the worse in its global image due to lack of quality in recent years, McDonald’s Canada is attempting to change people’s perspective on the company. It is doing this through a social-media campaign known as “Our Food. Your Questions” where any food-related question can be posed on the online forum, and McDonald’s will post an answer to it. This is an extremely risky venture for the company, as many facts about the food that McDonald’s serves are not the most beneficial. Nevertheless, CEO John Betts pushes through with this brave endeavour, in an attempt to persuade customers to see how the company has taken a large step towards fresher and healthier foods. It may not necessarily drive customers immediately, however the process will slowly regain the trust of people, which is certainly what the company intends through this campaign. Decision making is rarely done by intuition. Even though there is a fairly significant amount of risk involved with this venture, the company believes that this is a step that needs to be taken in order to stay on track with its core values. “You come first” and “Our Commitment to Our People” are McDonald’s values, and in order to commit to that, the company is determined that this online campaign is the right strategy to use. Although risky, this approach will show customers that McDonald’s wishes to stay loyal to its principles and its customers.
Works Cited
“McDonald’s campaign a success in customer dialogue | CanadianBusiness.com.” CanadianBusiness.com. N.p., n.d. Web. 16 Oct. 2012. <http://www.canadianbusiness.com/article/102183–mcdonald-s-campaign-a-success-in-customer-dialogue>.
“How McDonald’s Improved Their Reputation through Social Media.” Catalina Verna’s Blog. N.p., n.d. Web. 15 Oct. 2012. <blogs.ubc.ca/catalinaverna/files/2012/10/Our-food-your-questions.png>.
“Values In Action :: McDonalds.ca.” English :: McDonalds.ca. N.p., n.d. Web. 16 Oct. 2012. <http://www.mcdonalds.ca/ca/en/our_story/values_in_action.html>.
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