McDonald’s Answers Customer Questions in New Campaign

August 27, 2012

Unlocking Word Meanings
Read the following words/expressions found in today’s article.

1. bizarre (adj.)
[bih-zahr] – unusual; strange
Example: We could not understand the bizarre story of the movie.

2. transparency (n.) [trans-pair-uhn-see, -par-] – a quality that lets people clearly understand how something works
Example: People are hoping for transparency in the way the government uses tax.

3. appetizing (adj.) [ap-i-tahy-zing] – attractive to eat;  looking or smelling delicious
ExampleAppetizing meals make me hungry.

4. rumor (n.) [roo-mer] – information that is not yet confirmed to be true
ExampleRumors about the politician spread some months before the election.

5. recipe (n.) [res-uh-pee] – an instruction or guide on how to cook food, which also includes a list of ingredients
Example: She makes sure to carefully follow a recipe when baking cakes.

Read the text below.

McDonald’s in Canada has been answering a lot of tough questions, even bizarre ones, from customers.

As part of a social media campaign launched last June, McDonald’s created a website named “Our Food. Your Questions” to promote transparency in how they make food.

Through the website, McDonald’s answers different kinds of questions about the company’s food products, like inquiries about food additives, and questions on why the food looks more appetizing in advertisements than in real life.

McDonald’s seems ready to answer even strange questions. For instance, one customer asked if “100% beef” in McDonald’s patties means the company uses all the parts of the cow, including the cow’s brain, kidneys and other internal organs. In response, McDonald’s said they did not use internal organs. They then provided information of which cow parts they use and also their meat supplier.

Another question asks whether McDonald’s puts drugs or medicine in their food. McDonald’s assured customers that there is no truth to this rumor.

In addition to the website, McDonald’s has also been releasing several YouTube videos as responses to customer questions. One video shows the process of making an advertisement for a McDonald’s burger.  Another video shows how a Big Mac can be made at home using ingredients found at a grocery, proving the recipe only uses natural ingredients.

By answering all of the customer’s questions, McDonald’s is hoping that they can end rumors about their food.

Viewpoint Discussion
Enjoy a discussion with your tutor. 

Discussion A

·         Do you think the McDonald’s campaign is helpful to customers? Why or why not?
·         How do you think the campaign is helpful or useful to the McDonald’s company?

Discussion B

·         Do you think it is necessary for companies to provide customer service or to answer customer questions? Why or why not?
·         How else do you think can companies improve their customer service?

August 27, 2012