Designed and written by: Christina Connolly firstname.lastname@example.org 518-253-9788 Phil Hamlett and Jeremy Stout Academy of Art University MFA Graphic Design Typeface: Futura Paper: Red River Matte Printed: Epson 3800
Hi! My name is Christina Connolly and Iâ€™m a graphic design student interested in examing all the criticism which is directed towards the McDonaldâ€™s Corporation.
I became interested in McDonald’s after
all started. The details of how the brand
seeing the movie Super Size Me. I became
has evolved over time is very interesting.
fascinated with The McDonald’s Videogame
Looking back to the McDonald’s of the
created by La Molleindustria and I enjoyed
1960s and 70s, I really like what they used
playing the online game. The different
to be. It was a place where families went
aspects of the game open your eyes to the
every few months, enjoyed cheap burgers
process behind your burger. I realized many
and fries and had an enjoyable time. Today
people have discussed the topic of the affect
the image of McDonald’s has changed,
McDonald’s has on our society. I was curious
I think of a dirty place where you can get
as to why McDonald’s and not any other
really cheap food which won’t be made the
fast-food chain is targeted by lawsuits,
way you ordered. As the leader in the
movies, books, games, and television shows.
fast-food industry, I know that McDonald’s
I wanted to dive deep into this subject
has a profound affect on other fast-food
and figure out the reasons behind all this
chains. McDonald’s has the power to
controversy. As the research phase of this
change the attitudes we have of fast-food.
project began, I started with the history
Many steps must be taken to move towards
behind McDonald’s to understand where this
a healthier fast-food for the general public.
Table of Contents The Rules From the creation of pastures to the slaughter of cows, from the restaurant management to the branding and advertising, these processes...
1 2 3 06
History Richard and Maurice McDonald left New Hampshire for southern California hoping to find jobs in Hollywood. In 1937 they opened a drive-in...
Patures Ecology has been a growing trend in recent years. According to this pseudoreligion every economic activity leads to the planetâ€™s destruction. Some fools...
Feedlot The secrets of metabolism will probably never be known. And there is total uncertainty about cancerous food. Yesterday pork was unhealthy...
A balanced diet is the secret to healthfulness. This campaign will explain how McDonald’s meals are rich with fats and proteins, foundational...
It’s useful to have powerful friends. Especially when our employees start to organize and ask for those obsolete “working rights” or when the...
Shame on you, you bankrupted our company! Years and years of corporate culture has been destroyed! This is the final message you recieve when...
From the creation of pastures to the
a force for good. The vehicle of this story
slaughter of cows, from the restaurant
is the infamous online game, The McDonald’s
management to the branding and advertis-
Videogame created by La Molleindustria.
ing, these processes behind the golden
They makes fun of the atrocious effects
arches are usually not what you think
McDonald’s has on the environment, nutri-
of when you first hear McDonald’s. You
tion, culture, and politics. The use of humor
picture a juicy Bic Mac with golden fries
and sarcasm throughout the game helps
and a large cup of coke. Welcome to your
people realize the potential horrors behind
McFuture where the future of McDonald’s
the McDonald’s Corporation if they don’t
benefits the education of young children,
change. Welcome to The McVideogame, you
helps serve its community and is the leader
are now embarking on a journey through
of a new healthy fast-food revolution. But
the world behind McDonald’s. The goal of
McDonald’s wasn’t always a positive force
this game is to make money, but it’s not that
on the masses of its consumers, from the
simple, behind every sandwich there is a
1960s to 2010 they were not thought of as
complex process you must learn to manage.1
Grain fed Cow
There are four sections of game play, Pastures, Feedlot, Fast-food, and Headquarters. As the CEO of the company you are now in charge of making all the important decisions which affect every part of the process.
Pastures Your first task as CEO you must choose which plots of land you want to buy, then decide if you want to create a cow pasture or grow soy for your cows in the feedlot to eat. You can increase the pasture utlilization by adding one cow to a cow pasture. You can sell back your land if in debt. You can demolish a millennia-old rainforest or wild tribe village to create cow pastures or grow soy.
Feedlot Your cows move to the feedlot after they have grown up and are fatten before they are automatically slaughtered and made into burgers. You can add animal flour, industrial waste, or hormones to the fodder to fatten up your cows faster. When you add animal flour to the fodder itâ€™s likely that your cows will get mad cow disease so you must destroy them before they are slaughtered.
Fast-food In the restaurant you must hire crew members and cashiers so that customers will come to your restaurant and can be served. You can hire up to six employees and there are a few ways to deal with them. You can reward a crew member with a badge or discipline them. Your manager will let you know if you must fire a crew member.
Headquarters There are three divisions, the Board of Directiors, the Marketing Division and the Public Relations Office. The Board of Directors lets you see profit trends and monthly budgets. The Marketing Division sets up advertising campaigns for the food pyramid, McDonald’s for the third world, children want McDonald’s, or McDisney’s to help promote the brand. The Public Relations Office corrupts powerful people in various positions.
Richard and Maurice McDonald left New
In 1948 the McDonald brothers fired all
Hampshire for southern California hoping
their carhops and closed down their restau-
to find jobs in Hollywood. In 1937 they
rant. They installed larger grills, eliminated
opened a drive-in restaurant in Pasadena
two-thirds of their menu items by getting rid
where they sold hotdogs. In 1940 they moved
of things needed to be eaten with a fork
to a larger building in San Bernardino and
and knife. They opened the McDonaldâ€™s
opened the McDonaldâ€™s Bar-B-Que Resta-
Brothers Burger Bar and designed their new
urant. The restaurant was located near a
Speedee Service System, a radically new
high school and employed twenty carhops.
way of preparing food, which increased
By the end of the 1940s the McDonald
speed, lowered prices, with higher volume
brothers had grown tired of the drive-in
of sales. The Speedee System divided food
business always looking for new carhops
preparation into separate tasks performed by
and short-order cooks. They were tired
different workers, who were only taught how
of teenagers breaking or stealing their
to perform one task. All burgers were sold
dishes, glassware, and silverware. 2
with the same condiments, no substitutions.2
The following is the transformation of the Golden Arches logo over the past 70 years starting in 1940. The logo of McDonaldâ€™s overtime has changed with suttle details but the M was always part of their identity.
In 1949 the world famous McDonald’s fries
In 1954 Ray Kroc a milkshake machine
made its debut and replaced potato chips
salesman sold 10 multi-mixers to the brothers.
on the menu. The brothers designed a new
Ray was inspired by their restaurant and
building which could be better spotted from
envisioned selling mixers to them for every
the road. On two sides of the roof, Richard
new restaurant they opened. Ray became the
McDonald put golden arches which formed
franchising agent for the McDonald brothers
the letter M from a distance. It took a little
but eventually became frustrated with them
while for customers to get used to going into
because they didn’t want to expand as rapidly
the restaurant to order instead of waiting in
and as much as Ray Kroc did.2
their car. The brothers hired only young men and soon word spread about their cheap
In 1961 Ray Kroc purchased the company for
burgers and families lined up at McDonald’s.
$2.7 million from the McDonald brothers. The brothers got 1.9% royalty on gross sales but
The brothers first franchised the Speedee
later Kroc didn’t acknowledge this agreement
Service System to Neil Fox in Phoenix, AZ
because it wasn’t in writing. Kroc is credited
in 1953. When Richard McDonald went to
with the founding of the modern company
check on this new restaurant he was surp-
McDonald’s Corporation and is known for his
rised and shocked that it looked exactly the
philophy of QSC and V: Quality, Service,
same as his restaurant and even used the
Cleanliness, and Value.
same name. Richard asked Neil why he kept the same design and name he replied with,
Ray Kroc implimented Henry Ford’s assembly
“Why change it?”
line in his restaurants, he standardized the restaurants to ensure every Big Mac would
After this encounter the brothers started
taste the same no matter where you were.
franchising the entire conept of their
He maintaned strict service standards and
restaurant. Stanley Clark Meston created
refunded people’s money who waited for more
a standard design featuring the Golden
than five minutes for their order. Kroc told
Arches one on each side of the building.
people, “The definition of salesmanship is the
The second restaurant opened in Michigan
gentle art of letting the customer have it your
and the third in Downey, California both
way.” He remained the ultimate salesman,
in 1953. Three more franchises opened
serving as a chairman of McDonald’s from
the following year in Azusa, Pomona, and
1968 until his death in 1984.3
McDonald’s used to be a treat for children, a place they went on the rare occasion. Today people eat there for convenience and don’t 18
appreciate the experience.
When McDonald’s first opened, burgers were 15¢ and 4¢ extra for cheese, 5¢ coffee, and 20¢ for a milkshake. Each customer was served at a speedy 15 seconds. —The Fifties Web Index 4
“Within 6 years of airing his first national TV ad in 1965, the Ronald McDonald clown character was familiar to 96% of American children, far more than knew the name of the President of the United States.” —John Mariani , America Eats Out.5
fluid ounces in a 6 large Soda in 1955.
32 fluid ounces in a 6 large Soda in 2010.
Ecology has been a growing trend in
environmentalist to combat you detractors.
recent years. According to this pseudo -
The McDonald’s Corporation has made
religion every economic activity leads
some moves to becoming more sustainable
to the planet’s destruction. Some fools are
in the real world but still have a long way
angry because we destroy forests, or they
to go. McDonald’s has built three LEED
think pastures cause drought. At the
accredited restaurants and will be construct-
moment they seem harmless but they are
ing more in the future. The newest LEED
gaining followers and could start a
restaurant is known as the learning lab and
defamation campaign against us.1 This is
is intended to aid the company’s design team
a warming in the game if you make certain
to help understand how green technologies
decisions which affect the environment,
can be employed in both new and existing
some pastures cost more than others and
restaurants. This McDonald’s is open 24
you are just trying to make lots of money
hours a day collects data continuously, giving
for the corporation. In the game you can
the design team a large volume of data for
respond to this warning by corrupting an
comparative analysis for future sites. 7
As the CEO you have to chose what land to buy and for what purpose, buying land and creating a cow pasture costs $5,000 versus growing soy $10,000. Buying a millennia-old Rainforest to create a cow pasture $3,000 versus growing soy $8,000. Buying and demolishing a wild tribeâ€™s village to create a cow pasture $3,000 versus growing soy $3,000.
Oil to Fuel
In Savannah Georgia’s Abercorn Common,
In addition to green restaurants McDonald’s
McDonald’s is part of the nation’s first
has made strides to convert oil to fuel as
green-certified shopping center. This envir-
a way to create a more sustainable supply
onmentally friendly development contains
chain. Restaurants team up with a contr-
sustainable practices such as stormwater
actor who picks up the used cooking oil
which seeps through porous pavement into
which makes fries. The oil is picked up in
soil, rooftops which reflect heat to keep the
bulk and sold to companies who special-
restaurant cool inside, and the sun serves
ize in refining the oil into clean burning
as primary lighting most days.
The owner of the first ever sustainable
McDonald’s has stepped into this arena about
McDonald’s, Gary Dodd says, “It’s a
six years ago with a test run in Austria and
beautiful McDonald’s.” He operates 12
their effort has gradually gained momentum.
restaurants in the Savannah Georgia area.
Today, biodiesel initiatives are occurring in
He thinks the design is special and enjoys
major markets across Europe, Latin America,
the energy savings. Gary had the option
and the United States.
of relocating an existing restaurant or becoming part of Abercorn’s green-built
McDonald’s Europe is leading in this
reconstruction, and he decided to jump
oil-to-fuel effort. They recycle all of their
on board with the amazing project. In this
used oil and send approximately 80% to
McDonald’s there are lots windows, bike
the production of biodiesel. There are
racks, and parking lot signs that give
7,500 restaurants in the United States
low-emission vehicles preferred spaces. 8
enrolled in the program.9
The small steps to make McDonald’s eco friendly is still not enough. There are only a few suppliers which travel thousands of miles 28
to deliver your food.
In Austria and the U.K. some restaurants use some of their reformulated oil to fuel their McDonaldâ€™s delivery trucks. Closing the loop by taking their used products and putting them to good use back into their system. â€”Aboutmcdonalds.com9
“In March we start planting potatoes and about 120 days later we start harvesting, in the middle of July. The potatoes are peeled, washed, cut, precooked, then frozen and packaged to be sent anywhere in the world.” —Troy Grimes, Director of Farm & Dairy Operations, Lamb Weston10
McDonald’s describes four suppliers on their
McDonald’s with beef and also have
website under the meet our suppliers section.
locations all over the U.S. McDonald’s has
Hundred Circles Farm, located in Paterson,
very few suppliers in comparison to the
Washington, supplies the potatoees to Lamb
amount of restaurants in the United States.
Weston, who processes the potatoes into
As a consumer who is starving and wants
McDonald’s french fries.10 Lamb Weston
food fast, you don’t really think about how
is located in Boardman, Oregon which is
far your food traveled to get to you. It is
about 44 miles from the farm because its
important as a consumer to make the right
very close to the Washington border.
decisions about the food you buy, and not
Gavina Coffee, located in Vernon, Calif.,
buy from a big corporation who doesn’t
supplies McDonald’s with 100% arabica
put money back into your local community.
coffee which comes from nineteen different
McDonald’s advertises farm fresh on their
countries. Keystone Foods which supplies
packaging but they only recieve food from
beef, chicken, and fish has locations all over
giant suppliers who do not disclose where
the United States. Lopez Foods supplies
their suppliers get any of their food.
Locavores Over the last decade the United States has
interation with the supplier of your food is
starting moving towards the trend of eating
so valuable. As more and more people have
and buying local. Food is traveling farther
started adopting this as a better way to
and farther these days to get to your dinner
shop, fast-food chains need to join as well.
table and the effects on the environment are
If fast-food restaurants added local farmers
starting to be more aparent. The production,
to their supplier list the positive effects on
processing, and transport of our food is very
the economy and environment would be
harmful to the environment. Many farmers
astonishing. Money would be put back into
are being socially responsible and there are
the local economy where the fast-food was
many environmental advantages to sustain-
bought and the local farming industry would
able agriculture, but its up to consumers to
prosper. McDonaldâ€™s needs to change how
become part of the sustainable food chain.
they supply their food and how that affects
Farmers markets are the best way to get
the environment. McDonaldâ€™s is a powerful
farm fresh food to consumers. The prices
influences on the other fast-food chains and
are cheaper than in grocery stores and the
if they made a change, others would follow.
McDonaldâ€™s advertises farm fresh foods and tricks you into believing that they have healthy ingredients. The bottom line is that their food is too unhealthy.
The secrets of metabolism will probably
In the past ten years questioning the
never be known. And there is total uncert-
nutritional value of McDonald’s foods has
ainty about cancerous food. Yesterday pork
grown popular. There have been books,
was unhealthy, today it’s tobacco and
doumentaries, and art projects. The amount
tomorrow... who knowns! It all depends on
of lawsuits against McDonald’s has pushed
the relations between the nutritionalist on
them to add nutritional facts to their pack-
the many corporations’ payrolls. Convince
aging, as well as on the back of the place
one of them you can disprove the general
mats for trays. Adding nutritional facts does
belief that the obesity trend is related to our
not make the food any healthier, but that
business.1 This is the message you get before
hasn’t stopped millions of people from eating
chosing to corrupt a Nutritionalist which you
McDonald’s food. McDonald’s need to be
must do if you choose to fatten your cows with
more responsible for their affect on the
industrial wastes, hormones, or animal flour.
American public and have healthier food.
Grain fed Cow
Adding animal flour to the fodder $0. Adding industrial waste to the fodder $0. Adding hormones to the fodder to make your cows fatter faster $10 per month. When a cow gets mad cow disease you must destroy the cow before the slaughter before they are made into burgers for your restaurant.
“ One fast-food
hamburger contains meat from 40 -100 cattle raised in six countries.” —Eric Schlosser, Fast-food Nation: Meat and Potatoes.11
Big Mac Enthusiast The Big Mac Index Don Gorske is featured in the movie Super
The magazine the Economist is a Big Mac
Size Me and is known as the Big Mac
Enthusiast as well. Each year they write
Enthusiast. On August 17 th, 2008 he ate his
an article called the Big Mac Index which
23,000 th Big Mac and set a new world
started in 1986. This form of Burgernomics
record beating his previous one. He ate
is a simple and direct way of calculating
nine Big Macs the first day he tried one on
a global comparison of purchasing power.14
May 17 , 1972. He had 265 Big Macs in
The index compares the strength of differ-
June of 1972. Over 36 years he averaged
ent countries currencies by looking at the
1.75 per day. In the year 2003 he ate 741
prices of a Big Mac and translating them
Big Macs, which averaged 2.03 per day.
from original currency into the U.S. dollar.
He keeps every receipt and has 3 Big Macs
This is used to compare the strengths of
in his freezer in case of emergencies. There
different national currencies, assuming the
have only been eight days he didn’t eat a
costs of production is the same in each
Big Mac. One day was the day his mother
country. The Big Mac Index is an important
died and at her request he didn’t eat a Big
indicator of currency values in different
Mac. Other days included a snow day
nations and is used to see whether curren-
when McDonald’s was closed and days
cies are under or overvalued based on the
where he worked past the closing of the
comparison. In 1968 the Big Mac was
restaurant. He is 6’2” and 180 pounds
added to the national menu after being
with a Cholesterol level of 140.12
developed by Jim Delligatti an owner and
operator in Pittsburg.15 Don Gorske is interviewed by Morgan Spurlock in his movie when he went on a 30-day McDonald’s binge diet, where he ate all three meals of the day at McDonald’s. He tried to only exercise the same amount as the average American, and if asked to Super Size he always had to say yes. In the 30 days he gained 24.5 pounds, his body mass index increased by 13%, and his cholesterol level went up to 230. It took Morgan five months to work off 20 pounds and another nine months to work off the other 4.5 pounds while on a detox diet. He ate as much McDonald’s in 30 days as a person eating there once a month should consume in eight years.13
The Mega Mac is available in nine countries, it’s a double Big Mac with four beef patties with an extra slice of cheese.
The Big Mac contains 540 calories, within that 540: iceberg lettuce has only 1 calorie, american cheese 60, dill pickles 5, onions 5, and thousand island dressing 111. â€”Caloriecount.about.com16
Happy Meal Project
The New York City artist Sally Davies has
grandmother of eight from Denver, Colorado.
created the Happy Meal art project where
Joann left the Happy Meal uncovered on a
she has provided the world evidence that
shelf and revealed the results on her blog, in
McDonald’s food is not worth it. Sally took
which she gives healthy eating advice to
a Happy Meal sized burger and fries and
parents. Joann left her windows open but no
put it on her living room table and decided
flies or insects tried to eat the meal. On her
to watch what happened.17 She took photo-
blog she wrote, “Food is broken down into
graphs every day over 180 days and the
its essential nutrients in our bodies and turned
results are shocking. To our eyes the burger
into fuel. Our children grow strong bodies
and fries look almost the exact same on
when they eat real food. If flies ignore a
Day 1 as on Day 180. If you didn’t already
Happy Meal and microbes don’t decom-pose
known that McDonald’s food was bad for
it, then your child’s body can’t properly
you, now the world has realized that food
metabolise it either. Now you know why it’s
we eat doesn’t decompose the way normal
called junk food.”18 The disgusting results of
food does. Sally’s project was inspired by
these studies should make people think twice
a similar study done by Joann Bruso a
about what they are feeding their children.
Menu Differences McDonald’s has restaurants in 119 countries
different entrance. In many Islamic countries
around the world. Depending on cultural
the restaurants are certified Halal which
differences, the menus vary from country to
are the standards of how the food is pre -
country. The special menus are to meet the
pared. In Egypt such menu specalities are
needs of that specific poplulation based on
the McFalafel and the McArabia. In India
cultural dishes. Many people are fascinated
there are no beef or pork products, they
by the differences between countries’ menus
offer only chicken and fish along with many
and many bloggers talk of their McDonald’s
vegetarian dishes, such as the Vegetable
experiences. Israel is the only country which
McCurry Pan. They also have a version of
contains Kosher restaurants where you can-
the Big Mac called the Maharaja Mac which
not order a cheese burger because meat and
has two chicken paties instead of beef. In
dairy must be separated. Some restaurants
the Philippines they have McSpaghetti which
offer ice cream, shakes, and other dairy
is noodles with tomato-based sauce. These
products which are sold in separate parts of
menu differences make for interesting and
the store, they are sectioned off and have a
different experiences at different locations.
McDonald’s recently introduced apple dippers and 2% milk as an option instead of fries and soda for Happy Meals. 43
A balanced diet is the secret to health-
as many decisions to be made that affect the
fulness. This campaign will explain how
people. The fast-food restaurant is the only
McDonald’s meals are rich with fats and
part of this game that we as the customers
proteins, foundational substances for the
really interact with. The restaurant is the face
production of antibodies. They strengthen
of the company to its customers. McDonald’s
bones and memory without damaging the
serves as many as 58 million people per day
organism. We will also use well-known
around the world. McDonald’s has become
testimonals such as anorexic top-models.
part of our culture and therefore pop culture
With this campaign we also expect to
has taken how McDonald’s should be represe-
weaken the obesity associations’ claims.1
nted to the public. Over the years McDonald’s
This is the message before activating
has lost its power over their image and how
the food pyramid advertising campaign.
they want their company to be represented,
The McDonald’s Videogame lets you hire
other people have twisted their message into
employees and fire them as well. In the
humorus displays which make fun of every
fast-food section of the game there aren’t
aspect of their brand.
Hiring a new crew member $400 per month. Hiring a cashier $400 per month. Rewarding, discipling, or firing an employee $0. The Manager of the restaurant will tell you when you need to increase hamburger production. If you donâ€™t produce hamburgers fast enough in the feedlot there wonâ€™t be any burgers for people to buy and eat.
Movies & Games
Since the 1970s individuals other than
In 2000 - 06 the show Family Guy has
McDonald’s have portrayed Ronald and
created many episodes which feature
other characters in different ways. In 1970
Ronald McDonald, Mayor McCheese and
Charlton Comics obtained a license to
Grimace. In an early episode titled, “Fifteen
publish Ronald McDonald comics. In 1984
Minutes of Shame” there is a cut away to
the book Ronald McDonald and The Tale of
Ronald McDonald and he is the father of a
the Talking Plant was written by John Albano
teenage girl who is going out for the night.
and drawn by John Costanza. In 1986 the
He lectures her that she can’t go out with
movie Hamburger was directed by Mike
that much makeup on. Ronald says, “You’re
Marvin which makes fun of Hamburger
a McDonald not a whore.”20 In another
University. In 1988 the movie Mac and Me
episode entitled “Petergeist,” the character
was directed by Stewart Raffill which is
Chris Griffin says, “I wish that scary looking
a movie all about product placement of
clown at the end of my bed would go
McDonald’s. In 1992 Sega produced
away.” Then Ronald McDonald draws the
Global Gldiators where you play as Mick
McDonald’s M and Chris screams and
or Mac and collect golden arches to ad-
covers his face with his covers.21 There is
vance, guided by Ronald McDonald.
another episode where Louis Griffin dresses
Also in 1992 Nintendo produced M.C.
up in a Grimace costume to turn on her
Kids a videogame where you venture
husband. There are two episodes which
through McDonaldland to return Ronald’s
feature Mayor McCheese, one where he
magical bag stolen by Hamburgular. In
gets shot by Lee Harvey Oswald as though
1993 Sega produced McDonald Treasure
he was President John F. Kennedy and
Land Adventure where you find four pieces of
another where Mayor McCheese is visiting
the treasure map and then find the treasure.19
Dr. Hartman and he is trying to get a
In 2006 La Molleindustria created The
transplant, but the Doctor explains that his
McDonald’s Videogame a parody of the
head is made of out a hamburger.
business practices of McDonald’s which highlights the ill affects of the company.
Ronald is portrayed as a scary clown or as a criminal killing police and taking hostages. This is not the friendly and happy clown 48
that McDonald’s created.
Logorama In 2009 the French company H5 directed a
which eventually gets out of control as he
17 minute animated film called Logorama,
crashes and flips his get away truck. As
which takes place in Los Angelos. The city
the police surround him he takes Big Boy
is made up of over 2,500 contemporary
hostage in a Pizza Hut. Before a snipper
and hitorical logos and mascots. The screen
is able to take Ronald out, an earthquake
emits a supernatural brightness, the colors
hits L.A. and the city begins to crumble
pop and everything is hygienically pure.
and brands tumble to the ground. Ronald
Product placements take center stage and
escapes the crumbling building and is
this disaster movie is set in Brand Utopia.
followed by a Michellin Man officer, Ronald
Itâ€™s what will happen when brands make
kills him and takes off on a motorcycle.
movies, as if they donâ€™t already.22 The story
Ronald is eventually taken out by a Weight
is of two Michelin men who play the police,
Watchers sign and falls within a crack in
they are after Ronald McDonald who plays
the earth. The movie ends with Big Boy
a criminal on the run. As the story unfolds
escaping with the Esso girl and the camera
Ronald is spotted at a gas station and
zooms out of the eath into outer space.23
drives away, a high speed chase ensues
Overtime the representations of Ronald
Based on all the representations of McDonald’s
McDonald have gotten worse and worse.
in pop culture it is obvious that the American
On the website College Humor there is a
people and other countries don’t think too
short film titled, “McFuneral” where Ronald
highly of the McDonald’s Corporation. In 2003
has died and Mayor McCheese is saying
the word McJob was entered into Merriam-
a speech at his funeral. After his casket
Webster’s Dictionary. The CEO at the time
is lowered into the grave three roses are
Jim Cantalupo responded with a letter which
thrown and then french fries, a burger,
began, “A dictionary is usually considered a
and a milk shake. Ronald’s friends gather
reliable source for the true meaning of words.
after the funeral, Grimace begin by saying,
Not any more. Your inclusion of the term
”Who would have guessed it’d been a
“McJob”, with its definition of “low paying and
massive coronary, diabetes, and total organ
dead end work,“ is not only an inaccurate
failure that would have killed him.” Mayor
description of restaurant employment, it’s also
McCheese replies with, “I think everybody
a slap in the face to the 12 million men and
would ave guessed that Grimace. The man
women who work hard every day in America’s
ate twelve Big Macs a year for fifty years.”
Hamburglar enters and tells the group how he will be running McDonaldland now that the clown is gone. The clip ends with The King, Burger King’s mascot, blowing up the whole gang in the bar they were in. 24
McJobs are unfulfilling, workers are disposable, and the company treats them they’re interchangeable pieces. 50
Mc. Job noun a low-paying job that requires little skill and provides little opportunity for advancement. â€”Merriam-Websterâ€™s Dictionary 26
It’s useful to have powerful friends. Especially
Throughout the years many individuals have
when our employees start to organize and
sued McDonald’s for various reasons. In
ask for those obsolete “working rights” or
1986 London Greenpeace a small environ-
when the anti-globalization movements rail
mental group distributed a pamphlet titled,
against our brand. An influential politican
“What’s wrong with McDonald’s: Everything
can repress demonstrations and neutralize
they don’t want you to know.” There were
workers who instigate uprising and revolts.1
many allegations against McDonald’s saying
This is the message before activating the
that they buy from greedy rulers and elites
Corrupt a Politican choice in the Public
and practices economic imperialism, wastes
Relations Office. In McVideogame you
vast quantities of grain and water, destroys
can also start advertising campaigns such
rainforests with poisons and colonial invas-
as Children want McDonald’s to bring in
ions, and sell unhealthy, addictive junk
more money for the company by creating
food. 27 The 20 -year court battle ended in
advertisements that put kids in the drivers
2005, and ultimately the incident was an
seat as the most powerful consumers.
embarassment to the company.
Corrupting a politican $300 per month, climatologist $200, health officer $200, nutritionist $200. Creating advertising campaigns: The Food Pyramid $600 per month, McDonald’s for the 3rd World $600, Children want McDonald’s $500, McDisney’s $900.
Bradley & Pelman In August 2003, a suit filed by the parents
The lawyers of McDonald’s responded to the
of two girls claimed that McDonald’s and
case by saying, “Every responsible person
two of its restaurants in the Bronx failed
understands what is in products such as
to disclose clearly and conspicuously the
hamburgers and fries, as well as the conse-
ingredients and effects of its food, much
quence to one’s waistline, and potentially to
of which is high in fat, salt, sugar and chol-
one’s health, of excessively eating those
esterol.28 The two girls Jazlyn Bradley and
foods over a prolonged period of time.”29
Ashley Pelman sued McDonald’s claiming that McDonald’s made them fat. Bradley
This case is one of many where people
who was 19 years old, 5’6” and weighed
tried to blame McDonald’s for their prob-
270 lbs. Pelman who was only 14, 4’10”
lems. The Bradley and Pelman case was
and weighed 170 lbs.13
the inspiration for the film Super Size Me. Morgan Spurlock saw on the news this
The plaintiffs argued that McDonald’s
case against McDonald’s and wanted to
should therefore be held accountable for
prove the ill affects of eating their food.
the girls’ obesity, heart disease, diabetes,
The only way to create a good experiment
high blood pressure, and elevated chol-
in his mind was to eat only McDonald’s
esterol. Judge Robert Sweet said some of
for all three meals of the day for 30 days.
the arguments could be compelling if
Only two months after the film’s first
addressed in more depth, including the alle-
viewing at the Sundace Film Festival in
gation that the processing of McDonald’s
2004, McDonald’s phased out the Super
food makes it more dangerous than a
sizes from its menus. But in the summer of
customer would have reason to expect. The
2009 they brought back the Super size
complaint fails to allege the McDonald’s
soda and renamed it the Hugo Soda, which
products consumed by the plaintiffs
contains 42 fluid ounces with 410 calories.
were dangerous in any way other than that which was open and obvious to a reasonable consumer.29
Many people have sued McDonald’s and blamed them for their problems. Can you really blame them for selling unhealthy food if 56
people keep buying it?
Americans spend more money on fast-food than higher education, personal computers, computer software, new cars, movies, books, magazines, newspapers, videos, and music combined. â€”Eric Schlosser, Fast Food Nation.2
Advertising to Children In Seminole County Florida, a school district
“McDonald’s has a long-standing and
was running low on money. They decided
rich heritage of supporting education
to sell some add space on their report cards
and academic excellence,” said William
to McDonald’s. The ad offers free Happy
Whitman, a rep for McDonald’s USA in
Meals to students in Kindergarten through
Oak Brook, Illinois. “McDonald’s does
5th grade who have A’s and B’s, two or
not advertise in schools. However, we
fewer absences, or good behavior. This
continue to support education initiatives
agreement came after promises from the
in the communities we serve.”30 After
McDonald’s Corporation that they would
2,000 concerned and outraged parents
“ban advertising to children under 12 or
voiced their opinions McDonald’s
limit them to food and snacks that meet
voluntarily pulled their sponsorship of
certain nutritional guidelines.”30 The report
the report cards. The story gained nati-
card jacket showed Ronald McDonald, the
onal and international attention when
Golden Arches logo and a Happy Meal
a very concerned mother Susan Pagan,
menu items like Chicken McNuggets. 31
complained to the activist organization, The Campaign for a Commercial-Free
The school tried to explain to parents their
Childhood. McDonald’s spokesman Bill
decision, by reasoning that the Seminole
Whitman said, “It was McDonald’s
County district has created such partnerships
decision to remove our trademarks from
for years. Pizza Hut had been a partner
the reportcard jackets in Seminole County,
for a decade and opted not to participate
Florida, because we believe the focus
for the 2007-08 school year. McDonald’s
should be on the importance of a good
took its place. Under the terms of the deal,
education.” The Made the Grade program
McDonald’s fronted the bill of $1,600 for
still ran at the local McDonald’s for the
the printing costs associated with producing
rest of the year. 32
report cards for 27,000 students.30
Since Ronald McDonald’s inception in 1963, obesity rates have tripled among American children and type 2 diabetes has skyrocketed. 58
Retire Ronald Corporate Accountability International
Ronald McDonald does not communicate
located in Boston, is a company working
affectively with children and families around
toward a world where major decisions
a balanced active lifestyle. If you take a look
affecting people and the environment are
at the McDonaldland characters none of them
based on the public interest, not on max-
are a positive role model for children. Ronald
imizing corporate profits. In May of 2010
is a clown that looks to be a little overweight.
they suggested that Ronald McDonald
He wears giant clown shoes and his face is
should retire. For nearly 50 years the iconic
painted white. Grimace is a purple character
clown has hooked kids on unhealthy food
who is the shape of a triangle and is very
which has spurred a deadly epidemic.
overweight. The Hamburglar is a character who steals hamburgers from Ronald, in the
Alfred David Klinger a volunteer for
end Ronald always gets them back but how
Corporate Acountability International was
is stealing a good way to communicate
quoted, “On the surface, Ronald is there to
values to children.
give children enjoyment in all sorts of ways with toys, games and food. But Ronald
The Retire Ronald campaign has gained
McDonald is dangerous, sending insidious
momentum and they have a logo which
message to young people.”
depicts an old Ronald with a fat belly sitting in a rocking chair. McDonald’s may think
McDonald’s CEO Jim Skinner, replied that
that Ronald communicates affectively but
the beloved brand ambassador would not
recently he is not shown in any commercials
retire. Skinner told share holders “He is a
and there are no photographs of Ronald on
force for good.” He told shareholders that
their website, he seems to have disappeared.
Ronald, “...communicates effectively with children and families around a balanced, active lifestyle. He does not hawk food.”33
“Where should the line be drawn between an individual’s own responsibility to take care of herself and society’s responsibility to ensure others shield her?” —Judge Robert Sweet29
Shame on you, you bankrupted our
As a consumer it is your job to demand
company! Years and years of corporate
change from McDonald’s, to force them
culture has been destroyed!1 This is the final
to make better decisions which affect the
message you recieve when an angry Ronald
fast- food we eat. In the United States alone
fires you as the CEO and the game is over.
McDonald’s serves 26 million customers per
After playing McVideogame for about ten
day in over 14,000 restaurants. Over the
to fifteen minuets and going about $30,000
past few years as criticism has risen concer-
in debt, you’ve made one too many wrong
ning the nutrition of fast-food, McDonald’s
decisions, lost too much money, and the
has introduced the premium salads, real fruit
game is over. This game puts you the cust-
smoothies, as well as milk and apple dippers
omer in control over the entire process from
as a substitution for fries and a soda in the
start to finish. As a customer in the real world
Happy Meal. Some steps have been made
you have no say in the decisions within this
but there are many opportunities
process, but you do have power over what
McDonald’s must take to lead the way in
you buy and what you don’t buy.
the fast-food industry.
A long overdue McChange is finally here. No longer will children become obese eating McDonaldâ€™s, the fast-food revolution is here!
Poster Campaign More positive role model for children, Ronald McDonald
Williard Scott created the character Ronald McDonald in 1963 and filmed a few television commercials. In 1966 Michael Polakovs revamped Ronald to the make-up and costume you recognize today. 34 In 2010 it is time for Ronald to get another makeover. The new Ronald McDonald will be a positive role model for young children, he will look physically fit and wear athletic clothing, he will promote 30 minutes of exercise per day, and educate parents and children the importance of eating healthy and donating to your local community. This poster is an example of one in a series for the advertising campaign for the new Ronald McDonald.
Welcome the new Ronald McDonald! This weekend at your local McDonaldâ€™s come meet the new Ronald.
Learn about nutrition, exercise, and donating to your community Play GAMES and win PRIZES! mcdonalds.com
Videogame More positive representations in pop culture
From 1970-2010 there have been many different companies and individuals who have taken a stab at Ronald or the McDonald’s characters. The McDonald’s Corporation has lost control of its pop culture image and how they are represented to the masses. This is a huge problem because McDonald’s no longer controls the message communicated to potential costumers. As people laugh at jokes of television shows or movies there is a subtle change in their view towards McDonald’s and its characters. Over the next few years McDonald’s needs to promote the new Ronald McDonald through a series of DVDs, video games, and board games which will bring the reputation of Ronald back into the hand of McDonald’s. The new Ronald McDonald will be a positive force on Americans and therefore will need new ways to communicate with children and parents. This is one example of a Nintendo Wii game which would feature Ronald and his friends going on an adventure.
Regional Menus Different menu items based on location in U.S.
McDonald’s has 31,000 restaurants in 119 countries and serves 58 million customers per day. With this type of outreach to the public they can shape how people think about fast-food. In those 119 countries there are very big differences in the menus which favor local dishes. There is a Kosher McDonald’s in Israel and is McDonald’s meet halal standard in many of the Islamic countries. In the United States McDonald’s should start taking advantage of the system they have already set up abroad. Regional menu items which are special to the regions they are located in would create a more unique experience when traveling to a McDonald’s when on vacation or business. Regional Menus would also promote buying local to support those new menu items. This is an example of one menu from the North East region.
Website Awareness Supporting the local economies by buying local
McDonald’s encourages its employees, owners, and operators to create new products for the company. Over the years the Big Mac, Apple Pie, and Egg McMuffin have been created by people who franchise from the company. 35 This idea of thinking locally and applying it to the rest of the nation should be taken advantage of. McDonald’s has only a few suppliers who are located in various places around the United States. But all of the french fries come from Oregon and are processed in the state of Washington. McDonald’s needs to join to masses in the local food movement. McDonald’s needs to add local farmers into their supple chain. Their food would be more fresh, and would support the local economies. Using local farmers products they would be able to reduce energy consumption and costs for delivery trucks. This is a website which promotes the idea for McDonald’s to buy local and putting money back into local economies.
Signage New restaurant experience for customers
In the past going to McDonald’s used to be a treat for children and adults, families went every so often and rewarded their children. Today people go to McDonald’s all the time, some people eat there everyday or once a week. People don’t appreciate the experience anymore because they go so often. McDonald’s needs bring back the feeling of a special once every month t ype of experience to fast-food. Interesting restaurant design and experience design will need to play a part for this to change. New Signage which engages with customers and an interaction center to learn the history of the company or play educational games. This is an exmaple of new signage which will play a small part in the new experience design for restaurants.
Ronald says: Eat 2â€“4 servings of fruit every day
Ronald says: Exercise 30 minutes everyday
An apple a day keeps the doctor away!
Play a sport outside with your friends!
The first McDonaldâ€™s was located in San Bernadino, California. It was opened by two brothers, Richard and Maurice McDonald in 1940.
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Images End Pages: Connolly, Christina.
Pages 34-35: La Molleindustra.
McDonald’s flow chart. 2010 (La Molleindustria. illustration3. 2006. 36)
screen1. 2006. 36
Pages 1,3: Connolly, Christina.
tion3. 2006. 36 (Black and white copy and
Evil Ronald. 2010.
text added by Christina Connolly)
Page 4: Connolly, Christina. Christina
Pages 38-39: McDonald’s.
Big Mac. 2010. 39
Pages 8-9: La Molleindustria. screen12.
Page 42: McDonald’s.
2006. 36 (modified by Christina Connolly)
Happy Meal. 2010. 39
Pages 10-11: La Molledindustria.
Pages 44-45: La Molleindustra.
illustration3. 2006. 36 (Text added by
screen6. 2006. 36
Pages 46-47: La Molledindustria. illustra-
Pages 36-37: La Molledindustria. illustra-
Pages 12-13: La Molleindustria. screen5,
tion3. 2006. 36 (Black and white copy and
screen1, screen6, screen7. 2006. Pages 14-15: McDonald’s. History photo from 1955, of Ray Kroc’s first restaurant in Des Plaines, Illinois. 37
text added by Christina Connolly)
Pages 16-17: Connolly, Christina.
Pages 52-53: La Molleindustra.
McDonald’s Logos Chart. 2010. (Logos
screen7. 2006. 36
found on Logoblink 38 )
Pages 54-55: La Molledindustria. illustra-
Page 18: Logoblink. Speedee Service
tion3. 2006. 36 (Black and white copy and
text added by Christina Connolly)
Page 48: McDonald’s. Ronald McDonald. 35 Page 49: H5. Logorama. Screenshot. 2009.23
Pages 20-21: McDonald’s. History, Black &
Page 59: Corporate Accountability
white photo of Willard Scott as the first Ronald McDonald. 37
Internation. Retire Ronald. 2010. 40
Pages 22-23: Connolly, Christina.
McDonald’s Cups. Photograph. 2010
Salad with Crispy Chicken. 2010. 39 Page 62-63: La Molleindustria. Game Over.
Pages 24-25: La Molleindustria.
Screenshot. 2006. 36
Page 64-65: La Molledindustria. illustra-
Page 60-61: McDonald’s. Premium Caesae
Pages 26-27: La Molleindustria. illustra-
tion3. 2006. 36 (Black and white copy by
tion3. 2006. (Black and white copy and
text added by Christina Connolly) Pages 30-31: McDonald’s. World Famous
Fries. 2010. 39 Page 32: McDonald’s. McCafé Latte and
McCafé Iced Mocha. 2010. 39
This book contains a semester long research project focusing on a topic of my choosing. I chose to concentrate on the McDonald's franchise a...
Published on Dec 13, 2010
This book contains a semester long research project focusing on a topic of my choosing. I chose to concentrate on the McDonald's franchise a...