How McDonald’s trust framework won over neutrals

Around 60% of the British public trust McDonald’s credentials when it comes to food quality but a quarter remain sceptical, and the QSR brand saw an opportunity to win over these ‘trust-neutrals’.

Once a byword for everything that was wrong with the QSR sector, McDonald’s has worked hard in recent years to reinvent itself, tackling everything from menus to supply chains to the look of its restaurants.

Along the way, it has had to address numerous urban mythsabout the provenance of its food, and it’s been successful to a large degree. It has a good story to tell, as Francesca Springhall, consumer insights manager at McDonald’s UK, explained to the MRS Annual Conference (London, March 2024). That includes the introduction of free-range eggs back in 1998, followed by the addition...

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