In the twenty-first century, the problem of animal cruelty has been advertised increasingly due to social media and the internet.  Throughout this rise of attention, many international food corporations have been targeted as the sources of the cruelty.  In response to this targeting, some companies have decided to raise their moral standards. This rise in standard improves the quality of their facilities, as well as helps companies evade further targeting by animal rights activists.

McDonalds has begun requesting North American egg producers use a cage-free environment in order to improve the quality of life for the chickens.  Currently, ninety-five percent of North American egg producers use caged facilities that deny animals of their basic needs.  Behaviors like opening their wings and nesting improve the health and well-being of chickens, resulting in a better quality egg.

By McDonalds raising their moral standards, they are increasing the quality of life for animals, as well as creating a new marketing opportunity.  Advertising the use of cage-free facilities may allure customers of competing fast-food restaurants that don’t hold the same moral standards.  For example; in 2014, A&W began their hormone-free meat campaign, and the company’s stock price increased 21% over the year.  McDonalds’ cage-free campaign has the potential to increase it’s already huge consumption numbers, resulting in increased profits over the next ten years.

McDonalds egg mcmuffin

Sources:

http://www.theglobeandmail.com/globe-debate/editorials/showing-corporate-leadership-by-putting-chickens-first/article26317444/

http://time.com/4026501/mcdonalds-cage-free/