Got a question about what’s actually in your McDonald’s two-all-beef-patties-special sauce-lettuce-cheese-pickles-onions-on-sesame-seed-bun order?
The restaurant chain, which has been losing sales to fiercer competition, vows it will answer those questions from critics and more as part of a new “Our Food, Your Questions” campaign.
“We’re proud of the food we serve our 27 million U.S. customers every day, yet we know people have unanswered questions,” Kevin Newell, chief of brand strategy for McDonald’s USA said in a statement. “So, we’re inviting everyone in the U.S. on a journey to learn more about our food.”
The company is trying to reverse a troubling financial trend. McDonald’s reported profits that were lower than expected in the second quarter, with disappointing sales once again in the U.S. and for the first time in Europe. Several months ago Janney Montgomery Scott analyst Mark Kalinowski wrote Atlanta-based Chick-fil-A could surpass McDonald’s in U.S. fast-food restaurant sales in the next decade.
When Consumer Reports asked more than 32,000 readers earlier this year to rank fast-food burger chains overall on food quality and freshness, value, politeness, speed of service and dining area cleanliness, McDonald’s came in 12th.
McDonald’s continues to dominate the fast-food industry, with $35.9 billion in U.S. sales last year at its more than 14,000 domestic locations.
For its “Our Food, Your Questions” campaign, former Discovery Channel “MythBusters” host Grant Imahara will visit restaurants and suppliers “to uncover real answers to tough questions,” the company said.
What questions would you pose to the folks under the Golden Arches?