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Case Study Review

By Author: sherry roberts
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Many of the food outlets across the world are struggling to maintain a good flow of customers to their fast food outlet stores with the increasing concern about the quality of foods that they offer. Customer satisfaction is a major consideration in marketing, and every fast food company works to ensure that their customers understand the contents of the food they take and also have confidence that they are prepared with the customer health at heart and being at the core of very preparation process. Due to increased competition and customer variations about their perceptive on the food offered at various fast food outlets, McDonald’s announced that it is making a great effort at enhancing transparency and engagement with the new campaign.
The campaign by McDonald's was intended to gain more trust from the customers by the launch of the transparency campaign in the United States. There was similar campaigns rain in Canada and Australia a few years back, and McDonald’s seemed to push for a similar effort in the United States (Morrison, 2014). Among the questions that the campaign sought to tackle include what is contained in a chicken McNugget and whether burgers have “pink slime.” The strategy of campaigning was initiated due to the dipping sales on revenues and intended to improve the perception of the quality of the foods sold at the store. The medium used for the campaign is online conversations through the official website where customers are required to ask questions and receive real-time responses that specifically address their concerns. The medium of communication to the customers is effective, but only to a select target group who regularly use the internet to share their perspectives on the quality of foods sold at the outlets. The company uses a blog approach that allows customers to interact with its customer care executives in responding to all the issues raised about their products. Other than the use of the company’s website, the campaign is also run on Twitter, Facebook and YouTube channels where some video series are uploaded featuring the responses given to the customers about their products.
The main target of the campaign comprises of the millennial generation who have switched to favor food chains like Chipotle against McDonald's. Most of the millennials are easy to convince by use of effective public relations and media campaigns such as that run by McDonald's. This target audience is fond of using fast foods from various outlets and would be lured to buy McDonald's products if their concerns on the quality of products are addressed as expected (Story & French, 2004). As such, the strategy of having an interactive forum with the customers seems effective.
The specific message for the campaign is that McDonalds’ products are safe and of quality standard contrary to the media reports that the foods are unsafe. For instance, the company made an effort of dedicating a section of its website to the campaign by including a video series of a former “MythBusters” host Grant Imahara who visited various McDonald’s suppliers. The website also has responses to behind-the-scenes episodes and social content having the factual details on the ingredients and the processes of food preparation in the restaurants (Gorham, Gibson & Irlbeck, 2016). An example is a video that shows Mr. Imahara answering a question on whether McDonald’s beef is real. In the video, he is seen proceeding to the Cargill and witnessed the inspection and grinding processes.
Regarding the details provided in the campaign, there are crucial issues of consideration. First, the media is an effective avenue for advertising and trying to appeal to the public. McDonald's suffers from a serious image problem and experiences low revenues, unlike earlier days. Thus, a show to the public on how certain products like sausage are made may win favor from some unsuspecting customers. However, a majority of consumers with a clear understanding of how media is used to create a pleasant appeal would not buy to the idea. There can be other effective ways of reviving the lost reputation of the company to regain its title as the fast food giant by use of meaningful commitments to sustainability on the quality of the products. As such, the campaign is not appropriate and is not likely to be effective shortly.
As an improvement to the campaign, it would be important to have a purposeful conversation with all the stakeholders with a focus on improving quality, being transparent, responsive, and have a sustainable commitment to customer satisfaction.

Carolyn Morgan is the author of this paper. A senior editor at Melda Research in superior writing services. if you need a similar paper you can place your order for a custom research paper from best custom writing services.

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