McDonald's not up to scratch

30 November 2005
McDonald's not up to scratch

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McDonald's will acknowledge next week that it has not done enough to assuage concerns among the European market about the nutritional value of its meals and the quality of jobs it provides.

The world's largest fast food chain is to publish its first corporate responsibility report aimed at the European market, where profits have suffered among concerns over food safety and health issues such as obesity.

McDonald's is set to admit it could improve its understanding of wider social trends and expectations after talking to customers.

The 70-page report, aimed at EU policy makers, pressure groups, shareholders, suppliers and employees, will give details about the content and quality of meals and employment conditions. It draws on the views of a wide range of stakeholders from government officials to health and consumer groups, financial analysts and employees.

McDonald's unveiled its forthcoming packaging, featuring a nutritional labelling system earlier this month. Designed by design consultancy Boxer and The Marketing Store, it uses five graphic icons to represent levels of calories, protein, fat, carbohydrates and salt.


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