McDonald's Polishes its EU Image

28 November 2005

Global fast food giant McDonald's is set to respond to European sensitivities about the quality of its food and the job opportunities it offers.

The US-headquartered company is to publish a 70-page corporate responsibility report this week aimed at EU policy makers, pressure groups, shareholders, suppliers and employees.

It wants to boost it European profile and sales momentum following declines fuelled by concerns over obesity and the menial 'McJob' perception of the employment it provides.

The company has already launched a charm offensive in the EU, including open days for customers to view its restaurant kitchens and a UK direct mail campaign offering reassurance about its food sources.

McDonald's has 6,200 outlets across the continent, where sales contribute more than 35% of worldwide revenues and 40% of profits.

Says Denis Hennequin, head of McDonald's Europe and instigator of the report: "Stakeholders have told us time and again that we should communicate more on the issues we are dealing with."

Data sourced from Financial Times Online; additional content by WARC staff