Posts Tagged ‘mcdonald’s’

McDonald’s UK Boss: “Games Make Kids Fat, Not Fast Food”

January 11, 2008

McDonaldsAh, Steve Easterbrook, how did we get by without you?

McDonald’s boss: ‘Games to blame for childhood obesity’ (via BoingBoing)

Yes, it’s Mr. Transparent back once again, and this time he’s serious. Apparently it’s game playing that’s led to the worrying rise in the numbers of obese children, rather than consuming excessive numbers of Big Macs with fries. Ri-ight, thanks Steve. Any more nuggets of wisdom? Oh, you do? Please, continue:

“The issue of obesity is complex and is absolutely one our society is facing, there’s no denial about that,” said Easterbrook. “But if you break it down I think there’s an education piece: how can we better communicate to individuals the importance of a balanced diet and taking care of themselves?”

Thanks for that. Perhaps we could stop promoting crap food to kids while pretending to be concerned about health by slipping in carrot sticks and mineral water. Just how many carrot sticks do you sell anyway? Oh, sorry, I forgot: you can’t even decide whether you’re making money by selling fast food to fat people.

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What’s In A Chicken McNugget?

March 24, 2007

A recent entry in Al Nye The Lawyer Guy’s blog reveals all:

So What Really Is In A McDonald’s Chicken McNugget?
(via Reddit)

No, it’s not recycled chicken guts, or pig saliva, or any of the other thousand and one unsavoury substances that may have popped into your head in the last five seconds. It turns out it’s mainly corn, and corn-based derivatives. 56 per cent corn, in fact. Everything from the corn-fed chicken to the cornstarch in the batter and – ominously – the ‘filler’.

Besides the corn, of course, there’s your everyday potent mixture of toxic synthetic chemicals, including tertiary butylhydroquinone, which in large doses (i.e. >1g) can cause adverse reactions, like vomiting and nausea. Good thing it comprises less than 0.02 per cent of the oil in the McNugget, then!

All this is probably nothing new, but still rather disconcerting, especially when I’ve made a date with the irresistible-looking Burger King Three Pepper Angus Burger sometime within the next two weeks:

Three Pepper Angus Ad

Butylhydro-what? I just see a tasty-looking burger. I mean, fried peppers and a pepper-cheese sauce…? That’s good eating.

Steve Easterbrook: Round Two

June 9, 2006

A couple of weeks ago, I posted a link to a cringingly-funny interview with Steve Easterbrook, UK Chief Exec of McDonald’s.

Well, he’s back. This time it’s in an interview on BBC radio. (And, yes, despite what you might initially think after listening to the first 60 seconds, it is a different interview.)

At first, it was like the attack of the roflcopter, as Mr. Easterbrook once again demonstrates his consummate inability to answer a direct question or, in fact, say anything substantive whatsoever. The hilarity was such that I could barely stop myself spraying tea all over my keyboard as I listened again to his earnest pledges to “run the business in an increasingly transparent manner”, “separate the facts from the fiction” and “lift the lid off the business to allow the people to see it for themselves”.

To his credit, he does eventually manage to shoehorn some examples and percentages in between the rhetoric this time around. Apparently, they’ve reduced the salt on their “world-famous fries by 30% in the last two years”. Good times lie ahead.

But it’s Eric Schlosser’s (author of Fast Food Nation) comment which sums the whole thing up: “it’s kind of hard to have a debate with someone who’s already been taped.”

Increasing transparency.

May 27, 2006

In the future, all interviews will look like this:

http://www.channel4.com/player/playerwindow.html?id=5119&vert=news

The magic happens between 1:15 and 4:50.

We’ve all seen interviewees dodge questions or get flustered on live TV and fumble their lines, but I think this interview takes us into new, previously uncharted territory. I get the distinct impression that Steve Easterbrook (Chief Exec of McDonald’s UK) has sunk so far into the murky world of arcane business-speak and corporate propoganda that he genuinely does not know how to communicate like a normal, rational human being.

It’s a world where clarity of expression, actual content and facts & figures don’t figure at all; it’s all about the soundbite. This is nothing new of course, but here Mr. Easterbrook has brought that trend to its radical, logical conclusion by simply repeating the same phrase over and over; a Mcmantra, if you will: ‘There are always myths surrounding the company, but I plan to run the business in an increasingly transparent way.’

Transparency. Transparently transparent. Transparent transparency. Like any word, the more you say it, the less it means, until you’re left with a nice-sounding but utterly empty husk of noise. In fact, there couldn’t be a more opaque and occult way to run a company or deal with the media.

But, hey, let’s separate the facts from the fiction here: It’s just McDonald’s, isn’t it? It’s just a burger (or is it a sandwich?). And Steve Easterbrook’s just made a fool of himself on Channel 4.