Free McDonald’s CSR Problems Report Sample

McDonald’s happens to be among the leading global food service retailers. It has more than 36,000 local restaurants, and it serves about 69 million people in more than 100 countries each day. The company is determined to improve social and environmental performance. It works hard together with its suppliers and restaurants franchisees towards a sustainable future for the company and the communities it operates. The company’s values continue to be the foundation of who they are, what they do and how they operate (McDonalds, 2015).
The fast food industry has been connected with the hot topic of obesity and health in the public domain for a long time. Being among the prominent retailers in the fast food industry, McDonald’s has been accused of causing health issues of obesity and health since its products are closely related to this. Over the years, McDonald’s has changed its menus to include more healthy options. However, it has not cancelled its core products like fries and burgers. Besides making menu changes, McDonald’s has also attempted to incorporate the concept of Corporate Social Responsibility so as to fit the expectations of the society. There are several different reasons for corporations to engage in Corporate Social Responsibility especially regarding corporate image and reputation management. Corporate Social Responsibility can be assumed to be a corporate necessity since more companies are conducting and implementing it into their business strategies. There exist diverse motives for a company to implement it. Some say they feel obliged to do it while others seek to gain credibility as responsible and respectable actors. It can be defined as the organization’s activities and status with respect to its perspective on society obligations.
A company’s moral duties in the society are mostly perceived in two distinct views. The shareholder view argues that a company is only responsible for making profit and enhancing the shareholder value. The stakeholder view argues that a company’s responsibility is not only towards its shareholders but also to the immediate society which it is also a part.
Over the years, McDonald’s has incorporated healthier options into its menus alongside education and nutritional information to echo the public disquiet for obesity and major health issues like heart diseases and diabetes. McDonald’s strives to communicate its healthy options and healthy lifestyle requirements so as to meet the social concerns and public pressure about the specific problem of health and obesity. It stresses that change must be made together and that it has listened to the public and fulfilled their wishes. Although its famous burgers may have been enough for satisfying its customers in the past, McDonald’s is now more focused on the health and obesity issues. Due to public pressure, the company now takes these issues seriously which can relate to the definition of social responsibility where it is supposed to take its stakeholders’ interests seriously. It acknowledges the public’s concern about obesity and human well-being. The company claims to take the issues seriously and to do what they can so as to positively impact the situation. It acknowledges that it cannot address the problem alone it is committed to being part of the solution (Bruhn, 2013).
According to Bruhn (2013), although McDonald’s has had a hard time regarding the issues of obesity and health, it has attained favor in other areas of Corporate Social Responsibility. Over the years, it has had collaborations with several Non-Governmental Organizations such as Green Peace, Nutritionist Steering Group Europe and Global Advisory Council for Balanced Active Lifestyles. Don Thompson, the Chief Executive of McDonald’s, defended the allegations that the company targets children and minority communities with unhealthy foods that cause obesity. He claims that the company does not sell junk food only, it also sells fruits and vegetables, and it is attempting to introduce healthier options for its customers. The company is trying very hard to erase its junk food reputation by offering fruit smoothies and salads (Munshi, 2013).

References

Bruhn, S. (2013). Corporate Social Responsibility: A Case Study of Consumers’ Perception of McDonald’s Use of CSR in Relation to Image & Reputation. Retrieved from http://pure.au.dk/portal/files/54008781/bachelor_thesis.pdf
McDonald’s. (2015). Getting to Know us. Retrieved from http://www.aboutmcdonalds.com/mcd/our_company.html
Munshi, N. (2013). McDonald’s Defends on Obesity Concerns. Retrieved from http://www.ft.com/cms/s/0/1a351318-c3c9-11e2-8c30-00144feab7de.html#axzz3UoJWhtyY