Assignment task:
As was mentioned in the previous section, McDonald's has come under intense scrutiny in the last decade because of its menu offerings and the changing values of many customers. The rate of obesity and diabetes among children and adults has increased at an alarming rate. As these trends have emerged, many consumers have begun to change their beliefs and value systems with regard to diet and health. In addition, many people have begun to openly criticize fast-food chains such as McDonald's, implying a connection between increasing obesity and increasing sales.
In the popular documentary Super-Size Me, the director set out to eat McDonald's food at every meal for a month to see what the effects would be on his weight and health. Media such as this had a devastating effect on the company. Since this movie and other critical books such as Fast Food Nation, McDonald's has begun to accept society's changing values with respect to diet and health. McDonald's has stopped offering its Super-Size variety of fries and drinks and has added new healthier items to its menu (e.g., salads, oatmeal, and fresh fruit).
More than most other firms, McDonald's has taken advantage of global opportunities in its environment. The firm operates restaurants in 118 countries and serves 64 million people daily.* The firm maintains restaurants in far-flung places such as Moscow and Kuwait City. To many, the restaurant offers the opportunity for a taste of America. However, others have criticized the company's expansion, claiming that the chain has reduced cultural identity in many places. Regardless, the global dimension of the environment has brought tremendous success to the firm by way of increased revenues and brand awareness.
What products or services would you add or subtract from McDonalds?