Facing Terrible PR, McDonald’s Will Tout “Healthier” Side

Posted on Apr 17, 2006

In anticipation of a movie version of “Fast Food Nation,” along with a similarly-themed upcoming book co-written by the same author, the fast food giant will promote its salads and fruit options.

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AP:

McDonald’s to Tout Healthier Menu Choices

By DAVE CARPENTER, AP Business Writer, Mon Apr 17, 4:35 PM ET

McDonald’s Corp. will promote its healthier menu choices to counter negative publicity expected from a new book co-written by the author of “Fast Food Nation,” Chief Executive Jim Skinner said Monday.

While McDonald’s maintains that the strategy is not aimed solely at undermining “Chew On This,” which is due out next month, Skinner acknowledged that “it’s important to ramp this up now” amid heavy criticism of the fast-food industry for its perceived role in increased obesity.

“I wouldn’t call it a campaign,” he told reporters in a news conference at McDonald’s headquarters. “It is a continuous improvement relative to the communication of our story regarding our high-quality food in McDonald’s.”

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