McDonald’s myth-buster video goes viral – rise of social engagement using supply chain transparency

McDonald’s myth-buster video goes viral – rise of social engagement using supply chain transparency


Vivek Sood




May 19, 2020

The global fast food franchise has recently released a video showing how McNuggets are made to curb rumours about nasty ingredients. In the clip, supply chain manager Nicoletta Stefou from McDonald’s Canada headquarters walks the audience through the process, with particular emphasis on how “pink goop” is never part of the production line.

McDonald Social Engagement – Supply Chain Transparency As an attempt to debunk the long held myth of “McNuggetification”, the video was also aired during this week’s Super Bowl on Canadian TV. Since the mysterious pink substance namely “pink goop” appeared on the Internet around 4 years ago, McDonald’s has come under attack from sceptical consumers, health advocates and food bloggers. “We don’t know what it is or where it came from, but it has nothing to do with our chicken McNuggets”, Nicoletta Stefou said. Pink goop refers to “lean finely textured beef”, which contains inedible meat trimmings. According to McDonald’s official ingredient list for its McNuggets, the item is made from chicken breast, water, modified corn starch, salt, seasoning, and natural rosemary extract. Vivek Sood, CEO of Global Supply Chain Group, said: “This story stems from McDonald’s decision to reply to a customer’s question about the “pink goop” rumour, which can be seen as a triumph in terms of corporate social engagement. While we already saw a similar attempt in 2008, it is hard to ignore McDonald’s recent move with factors such as: the inclusion of the company’s supply chain executive, the Super Bowl timing, the reference to the ingredient list and so on.” In 2013, ABC News (US) was sued for defamation by Beef Products Inc, makers of “lean finely textured beef” in a lawsuit that ran up to US$1.2 billion. McDonald’s intended to use the transparency card to distance itself from all the noise. Chief Executive Officer Don Thompson said in October 2013: “Customers want to hear more about transparency. They want to hear about provenance and where the food is from.” With the “Your questions” section on the official website, McDonald’s is serious about improving consumer perception of its food. Earlier this year, the company also announced the plan to stay committed to “sustainable beef.” “Quite clearly, McDonald’s wants to build trust, engagement and credibility via transparent supply networks. Through the latest video, the company has set the scene for a new business model that thrives on social engagement. After all, customers are king. I think soon enough there will be a title for a Chief Engagement Officer, who is responsible for addressing supply chain transparency issues and spotting potential opportunities to add value to the brand.”, said Vivek Sood.

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Vivek Sood

Our Quick Notes On Five Flows Of Supply Chain Management

Part of our new “Quick Notes” series – this report answers your most pertinent questions of the topic.

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  • Reading about mcdonalds attempt to improve the quality of product based on user experience is a huge motivation to other businesses. A consistent market leader shows the way.

  • Companies have increasingly demonstrated that happier, more empowered agents yield better customer experiences, which can in turn yield better business results. McDonald’s recently became the latest company to join that list. McDonald’s quest for growth naturally required a commitment to customer service, which thought leaders increasingly identify as a core business driver. And in a customer management climate that recognizes the link between happy, knowledgeable agents and happy, satisfied customers, that commitment naturally resulted in a push toward a greater employee experience.

  • Mcdonald’s value proposition is that their food is served quickly and of constant quality across different places and countries. The planning and organizing of Mcdonald’s business resources had revolved around their value proposition when they re-innovate their service design in order to ensure their success. While doing so, they probably had business model canvas and service blueprint on their hands.

  • Great user experiences are the backbone of a top level business. The user experience ultimately determines whether you see an increase in your bounce rate/exit rate or an increase in your conversion rates. More and more companies are learning that in order to stay competitive against rivals, they must invest in their user experiences. They must nurture, guide and assist users whilst using their website, product, prototype or application.

  • Transparency in your supply chain through social media outlets can give a look inside your company in a way that your customers are craving. Supply chain management is such a complicated web of factors that most companies choose to keep operations behind the scenes and unveil a finished product with an intense marketing roll-out. A common misconception is that most customers are interested in a final product. Of course, your final product better be outstanding, but there are other factors fueling today’s buyers, business-to-business (B2B) customers included.

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