McDonald's Case

1) As everyone knows, McDonald's is famous from its delicious food such as burgers and French fries. The popularity of its foods makes McDonald's the leading food service retailer globally. There are stores around the world in more than 120 countries. Nowadays, McDonald's became the icon of the fast food culture. As mentioned in the case XXL NO More, after McDonalds started offering supersized meals, there was public concern about fattening issues which mainly focused McDonalds’ primary products which were high in calories, fat content and carbohydrates.

The public health conscious was enhanced and they are aware of their eating habits. Therefore, the public has concerns on McDonald's foods especially its “supersized” meals. McDonalds was sued for the physical ailments that were brought about by obesity in many people, especially the young. Besides this, In 2004, an independent filmmaker, Morgan Spurlock, produced a documentary film “Supersize Me”. The movie made a huge impact in the society and it rose up the “supersize” issue, which was one of the reasons that the public thought the supersized food lead to obesity.

However, the public found that the primary products of McDonald's were addictive and it was the cause of obesity. Changes in public health consciousness and the fact that McDonalds’ competitors were watching these changes very closely forced it to discontinue the supersized meals.

2) Health consciousness expands around the world and at all levels of society. People are educated to the fact that debilitation and chronic illnesses are both directly and indirectly caused by the increasing consumption of fast food. Nowadays, people are much more aware that healthy eating is important. Expectations to the quality of food continue to grow.

With these changes in public health consciousness, competitive pressures and the impact of the movie, McDonald's discontinued the supersized offerings. It claimed that the action was to simplify its menu and to promote the efficiency in the