McDonald’s is under attack once again for marketing to kids. This has been a long term debate between the chain and its loyal (unwilling?) customer base. Jim Skinner (CEO) has fended off the attacks (temporarily) with the promise of a pro-activity campaign.
Let’s start with the positive - he’s not backing down. McDonald’s is a company, a business. It’s not a non-profit, an environmental group, the FDA, MADD, DARE or the government. It is not their job to police the food intake of the world’s children. If marketing to children is moving more hamburgers and chicken (corn) nuggets, then that’s exactly who they should be marketing to.
Sure, it’s bad business practice to disregard the well-being of your customers, and people will notice, but at the end of the day, which will bring in more money: selling low-quality beef to minors with cartoon characters (and that scary clown) or teaching them to eat healthier?
But other companies do it! I’ve got news for you. Companies do what’s best for the company. Cigarette companies contribute to quit campaigns because it gets the government off their back (or in some cases, because they have to). Power companies run environmental conservation campaigns because it draws our attention away from the smoke stacks over our heads. That’s business.
The shareholder/stakeholder debate isn’t really about corporate responsibility. It’s about green, and I don’t mean trees.
The second point here is that the campaign will get annoying moms temporarily off their back. A change in action is all they’re looking for. If a group can strong arm a company into doing something different, it’s a win for them. The new campaign will likely have very little effect on the kids. They’re often smarter than we give them credit for. Kids only respond to marketing that’s enticing. No matter how hard you try, you can’t sell soccer to a fat kid that just wants some fries.
The downside is that this whole thing is just a PR maze. I’ve never been one for the sheepish PR tactics of a lot of companies. I understand their purpose, and they often work, but sometimes people are just being stupid, and they need to realize that. An entire nation (heck, half the world) is hooked on McDonald’s food. Do you think ignoring their low rumble (albeit persistent) whining is going to hurt sales? I doubt it.
Parents are pushing more and more for organizations to do their parenting for them. They want McDonald’s to stop appealing to kids. They want cartoons to be educational. They want video games to be less violent. Some even want the government to buy their food (and need the government to regulate what food they can buy).
Here’s my suggestion. McDonald’s (and Rockstar, and the government) should start a new campaign focused on how to properly raise a child. Cover complex subjects such as:
- How to say “no” and stick to it, regardless of how loud your child gets in the grocery store.
- How to properly supervise a child.
- How to punish a misbehaving child.
- Apples are good. French fries and ice cream are not.
- The alphabetical guide to monitoring your child’s video game collection from (L)ook to (L)ook.
That’s the short list, but you get the idea. I’m not making a joke here either. Perhaps the derogatory tone shouldn’t be so prevalent, but the fact remains that bad things will always exist. The proper methodology here is not to remove everything bad (punishing those of us bright enough to enjoy it maturely), but to set boundaries and teach children right from wrong - a responsibility which (unfortunately, in some cases) lies with the parents.
Face it, McDonald’s is always going to sell toys with the happy meal. Popsicles are always going to be rainbow colored. Explosions will always appeal to a child and often appear in R rated movies. Grand Theft Auto is absurdly fun, and kids know it. Learn to start parenting, and stop expecting multi-billion dollar corporations to do it for you. Believe it or not, your child’s safety is not nearly as important to the CEO of company X as the wallets of his or her shareholders.
Capitalism is a selfish system. Start dealing with it.
31 responses so far ↓
1 Meg Burcke // Jul 30, 2007 at 1:14 pm
You make a valid point. “But with work and all we don’t have time,” somehow parents with multiple children and engagements succeeding in rearing us and our parents. I think the parents of today are up to the task!
2 simon // Aug 2, 2007 at 3:12 pm
i am in Mcdonalds now and its full of children, my sons at two understood mcdonalds and could tell which sign was for mcdonalds
3 Jeremy Hobbs // Aug 5, 2007 at 3:32 pm
That was an amazing article, I love your blunt, to the point style. And it’s all true. Hats off to you!
4 eve // Aug 16, 2007 at 12:22 pm
great article, I agree 100%!
5 McDonalds gets hit Hard » Housewife Confessions // Aug 16, 2007 at 12:31 pm
[…] visiting! These posts Might also be of interest: I came across a post on Rotten bananas about the lawsuits about McDonalds, and I couldn’t agree with what he says more. It is not McDonalds job to govern what kids […]
6 educationblogger // Aug 16, 2007 at 5:19 pm
haha that campaign idea is awesome lol… In my opinion, if it isn’t McDonalds, it’ll be something else.. So ya, the issue is how to say no, and teach kids to eventually make good decisions on their own.
7 Chamonix // Aug 26, 2007 at 1:53 am
I think the success of McDonalds’ branding can be seen in a recent study where children were given food in plain or McDonalds wrappers (although not McDonalds food) and consistantly preferred the food ‘from’ McDonalds. Now that is scary.
8 Rob McNealy // Sep 3, 2007 at 6:56 pm
They have a right to make money, but they should not sell addictive or dangerous products.
9 Louiss // Sep 4, 2007 at 2:39 pm
If cigarette company do quit the campaigns do you think the company will survive ?
If I were the kids, i can’t imagine how McDonald could convince me as I already setup my mind that McDonald is selling burgers and nuggets that is unhealthy to me
10 Hoto // Sep 6, 2007 at 4:55 pm
a lot of people picking on mc donald. ok it`s not the best food out there, but does not every other company trying to make a buck too ??? and if somebody don`t like the food they should just stay away from it. ther are worse things happens to our kids. just look at the news these day and what you see toys with lead in it. that`s a big problem.
11 Veronica // Sep 13, 2007 at 4:02 pm
of course they are going to market to children. it’s what they do and they have been doing for years. it’s not illegal to eat, although it should be…its not cigarettes or alchohol..yes it can be just as addicting but the parents dont have to go there..simple as that
12 Countdown // Sep 15, 2007 at 1:19 pm
mcdonalds to keep children from getting fat? have you watched Fast Food Nation? until and unless they do some serious calorie count, it’s not going to happen.
13 Shannon // Sep 27, 2007 at 3:30 am
I thinks its just a marketing strategy from the Mcdonals. Of course they target all the children and parent as well and also to show off that their foods are healthy and not for obesity.
14 Jim // Oct 10, 2007 at 10:48 am
Mcdonals as such famous fast food restaurant and their main target is all the children and parent as well. They should always beware of the cleanest of food and also healthy food, dangerous product are against the law. They shouldn’t break their own reputation.
15 Miss Lingerie // Oct 12, 2007 at 5:53 am
an article with points. maybe parents should pay part of the responsibility like only have Mcdonalds once a month or maybe just allow the kids to take a small portion
16 NsaneNoob // Oct 26, 2007 at 2:40 am
I remember watching a movie but i forget the title. There mention that consuming fast food like MCdonalds will get obesity. As parent they should stop their kids from consuming this foods since they dont know whats harm them. What they have i n mind is get those lovely toys from Mcdonalds.
17 los angles headshot photographer - Todd Harrison // Oct 27, 2007 at 5:11 pm
I THINK IT IS TIME TO CONSIDER THAT MAYBE THE EXCESS WEIGHT CARRIED IN THIS NATION IS NOT THE FAULT OF FAST FOOD STANDS, BUT THE FAILURE OF PARENTS TO TEACH THEIR CHILDREN THAT THEY ONLY NEED TO EAT TO LIVE (RATHER THAN LIVE TO EAT)
LIKE TEACHING THEM THAT YOU ONLY NEED TO EAT ONE HAMBURGER (NOT THREE) AND YOU DON’T REALLY NEED THE SUPER SIZED FRIES, AND TWO QUARTS OF SODA POP WITH IT!
MAYBE PASSING ON A LITTLE SELF CONTROL TO YOUR CHILDREN WOULD HELP THEM BE ABLE TO CONTROL THEIR BODIES .
I HAVE HEARD STORIES OF SUBSTANCES BEING ADDED TO THE FOOD TO PRODUCE EXCESSIVE HUNGER , ECT.
HERE’S A THOUGHT, IF YOU EAT SOMEWHERE, AND EXPERIENCE THE FEELING OF STILL BEING HUNGRY AFTER EATING, LET THAT BE A WARNING BELL, AND NEVER GO BACK THERE AGAIN (LET ALONE TAKE YOUR KIDS THERE!).
TODD
18 Popular Online medicine // Nov 15, 2007 at 9:35 pm
How to Keep Your Kids From Getting Fat? Teach them about the importance of a balanced diet and the 50-25-25 principle. 50% food, 25% water, 25% air = ideal stomach.
19 laptop recovery // Nov 29, 2007 at 5:25 pm
Well said pal….. nice blog. liked it.
20 MoneyMoose // Dec 14, 2007 at 10:56 pm
I’m honestly tired of hearing people complain that McDonalds makes them fat - that’s like saying… I actually can’t think of anything that stupid. McDonalds cannot be held responsible for bad parenting skills and that’s that. Hell, it overall shouldn’t be responsible for poor judgment at all.
21 Colorado Lasik Surgery // Jan 13, 2008 at 10:47 pm
Parents need to teach their children about proper nutrition and oversea their eating habits. McDonalds does not force anyone to purchase their food.
22 Vegas Dude // Jan 20, 2008 at 4:53 pm
The problem is not McDonalds the problem is crappy parents. A lot of parents today just don’t care to take part in their childs life. It far easier to shove mcdonalds down their throat than to actually sit at a dinner table and talk as a family.
It’s sad that people have forgot how to be parents. Stop blaming others for your problems and look at yourself.
23 Dennisjr // Jan 30, 2008 at 10:28 am
I can’t imagine how people would try to blame McDonald’s for such a thing. It boils down to parents and consumer responsibility. I watched an interview with a McDonald’s CEO and he said he loves the fries but knows better than to eat them everyday, and would never recommend people eating fries everyday.
24 Basement Ideas // Feb 1, 2008 at 2:06 pm
I wish people would lay off the companies and start blaming the real culprits. Its the parents fault for taking them to McDonald over and over. Learn how to say “no” to your kids.
25 Community Information // Feb 7, 2008 at 12:10 pm
I think it comes down to personal responsibility. I know that if I eat double cheeseburgers and fries everyday, that I will gain weight and be unhealthy. I choose to eat healthy. McDonalds do sell salads and other healthy substitutes but, often consumers overlook those alternatives.
26 ACT Test Tips // Mar 10, 2008 at 3:42 pm
I agree with all those that say that parents have to take more responsibility. If you choose the healthier food at McDonalds or anywhere for that matter, they will adjust what they sell eventually.
27 Pure Bulk Nutrition // Mar 31, 2008 at 11:31 pm
I say let them die. Their life, no reason to interfere.
28 Svakanda // Mar 31, 2008 at 11:34 pm
/agree PBN. let me rot
29 Minibus Driver // Apr 30, 2008 at 5:49 am
I totally agree with most of you, my 3 year old son likes eating burgers and fries but he knows that it is a ‘treat’ (if you can call it that) he isn’t allowed more than one visit a month and eats relatively healthy the rest of the time.
He loves fruit and adores vegetables because that is what he has eaten since he started eating solid food and doesn’t really know any different.
He knows that burgers and fries aren’t good for you but can be enjoyed in moderation because we have educated him on healthy foods, its all about moderation!
30 Eleanor // Apr 30, 2008 at 11:44 am
mcdonalds is going to sell their burgers and fries whether we like it or not… sure, they now sell their salads and greens… but the food that has made them rich is going to stay…. forever…. and their marketing strategies are still going to target our kids too, just like how it has always been…. we all know how it works…. mcdonalds lure kids - kids eat them burgers - mcdonalds = happiness - kids become adults - adult life = stress - adults yearn for that good ol happy place - every one hooked both young and old… so the value formation of our kids must start from our own homes, its where it should all start… no one says its easy, but its something that we should all mcDO…
31 Trucking Screensaver // May 6, 2008 at 6:28 am
Well I bet Mc Donalds care less about health factors anyhow.They are big tax payer to the Government and thats the way it goes in business.
Keeping away from Donalds Burger is quite a difficult task. I think difficulties is with the informations on seriously effect the health later if not taken seriously in the beginning.
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