McDonald's Addresses "Frankenfood" Perception, Invites Questions - WBOC-TV 16, Delmarvas News Leader, FOX 21 -

McDonald's Addresses "Frankenfood" Perception, Invites Questions About its Food

Posted:

NEW YORK (AP) - McDonald's wants to explain why its burgers may not rot and that there are no worms in its beef.

The world's biggest hamburger chain is confronting unappetizing questions as part of a U.S. campaign to beat back perceptions that it serves Frankenfood. The company has run similar campaigns in Canada and Australia and said Monday it's bringing the effort to its flagship market.

The push comes as McDonald's fights to boost its performance in the U.S., where sales slid 1.5 percent at established locations in the most recent quarter, following a 0.2 percent dip for last year. In addition to increased competition, McDonald's is trying to keep up with changing tastes, with places such as Chipotle marketing their food as more wholesome alternatives.

To improve the image of its food, McDonald's recently rolled out chicken wraps with sliced cucumbers and the option to substitute egg whites in breakfast sandwiches. It also plans to eventually let people swap out the french fries in value meals with options like salad or vegetables.

For its latest campaign, among the first issues McDonald's addresses are widely circulated online images and videos that show its burgers staying in tact after several weeks or even years. On its webpage, McDonald's says that's likely because the food has dehydrated, and that food needs moisture to form mold.

The company's responses to other questions such as "Does McDonald's beef contain worms?" are more direct: "No. Gross! End of story."

A video posted on the company's home page also showed Grant Imahara, a former host of the TV show "Mythbusters," touring a Cargill beef plant where McDonald's patties are made.

"Are there lips and eyeballs in there, Jimmy?" Imahara asks a plant supervisor, who explains that the patties only have beef trimmings. Another guide says the patties do not contain lean finely textured beef, an ingredient widely referred to as "pink slime" that became the subject of controversy a few years ago. McDonald's stopped using the ingredient about three years ago.

Ben Stringfellow, vice president of communications for McDonald's USA, said in a phone interview that the campaign is a new way of engaging with customers more directly. He noted people are demanding for more information about products across the board, not just from McDonald's.

"In many ways, it's the way the world is going," he said.

National TV ads will begin airing Monday letting people know about the push. McDonald's says people can submit questions via social media sites such as Twitter and Facebook. The company plans to respond to the most common questions with videos or other posts, as well as responding one-on-one to questions, Stringfellow said.

Laura Ries, a marketing consultant based in Atlanta, noted McDonald's risks bringing up unappetizing thoughts some people may never have heard about.

"I didn't know people thought there were worms in its beef, or that they didn't use real chicken," Ries said.

Still, she agreed that companies have to be more responsive to questions from customers, especially at a time when people can amplify their concerns and criticisms to bigger audiences on social media.

  • Delmarvawide NewsDelmarvawide NewsMore>>

  • Boat Catches Fire at Millsboro Marine Storage Yard

    Boat Catches Fire at Millsboro Marine Storage Yard

    Tuesday, May 30 2017 12:40 AM EDT2017-05-30 04:40:02 GMT
    Tuesday, May 30 2017 12:40 AM EDT2017-05-30 04:40:37 GMT

    Firefighters in Sussex County spent the evening of Memorial Day putting out a boat fire at a marine storage yard. According to the Indian River Volunteer Fire Company, crews responded to an active fire at the Shorts Marine Storage Yard on Long Neck Road in Millsboro around 5 p.m. Monday.  The fire company says it looked like a Maxuum Marine Unit was on fire, and they out it out upon arrival.  Emergency response units from Indian River included Tanker 80 ...

    More

    Firefighters in Sussex County spent the evening of Memorial Day putting out a boat fire at a marine storage yard.

    More
  • Statue to Recognize Historic Delaware Figure

    Statue to Recognize Historic Delaware Figure

    Monday, May 29 2017 6:43 PM EDT2017-05-29 22:43:02 GMT
    Tuesday, May 30 2017 12:07 AM EDT2017-05-30 04:07:25 GMT
    DSU will build a statue for the university's former president, Dr. Jerome Holland.DSU will build a statue for the university's former president, Dr. Jerome Holland.

    Delaware State University is inviting the community to take part in the recognition of a historic Delaware figure, Dr. Jerome Holland, who navigated the then-Delaware State College through its most challenging decade and saved the state’s only historically black institution of higher education from possible closure in the 1950s.

    More

    Delaware State University is inviting the community to take part in the recognition of a historic Delaware figure, Dr. Jerome Holland, who navigated the then-Delaware State College through its most challenging decade and saved the state’s only historically black institution of higher education from possible closure in the 1950s.

    More
  • Many Gathered on Bethany's Boardwalk for a Memorial Day Service

    Many Gathered on Bethany's Boardwalk for a Memorial Day Service

    Monday, May 29 2017 3:37 PM EDT2017-05-29 19:37:23 GMT
    Tuesday, May 30 2017 12:07 AM EDT2017-05-30 04:07:09 GMT

    The Town of Bethany Beach held their Memorial Day service Monday morning to honor those who made the ultimate sacrifice for our country. 

    More

    The Town of Bethany Beach held their Memorial Day service Monday morning to honor those who made the ultimate sacrifice for our country. 

    More
  • Most Popular StoriesMost Popular StoriesMore>>

  • Maryland Couple Arrested after Fight with Officer

    Maryland Couple Arrested after Fight with Officer

    Monday, May 29 2017 12:22 PM EDT2017-05-29 16:22:36 GMT
    Tuesday, May 30 2017 12:05 AM EDT2017-05-30 04:05:04 GMT
    (Photo Credit: DSPD)(Photo Credit: DSPD)

    DEWEY BEACH, Del. – Delaware State Police have arrested a Maryland couple for fighting with a security officer on patrol at Indian Beach.

    More

    DEWEY BEACH, Del. – Delaware State Police have arrested a Maryland couple for fighting with a security officer on patrol at Indian Beach.

    More
  • Celebrity Chef Gordon Ramsay Coming to Delaware

    Celebrity Chef Gordon Ramsay Coming to Delaware

    Monday, May 29 2017 12:30 PM EDT2017-05-29 16:30:34 GMT
    Tuesday, May 30 2017 12:02 AM EDT2017-05-30 04:02:16 GMT
    Gordon Ramsay; Photo Credit: MGNGordon Ramsay; Photo Credit: MGN

    DOVER, Del. (AP) - Celebrity chef Gordon Ramsay is coming to Delaware for a race at the Dover International Speedway.      

    More

    DOVER, Del. (AP) - Celebrity chef Gordon Ramsay is coming to Delaware for a race at the Dover International Speedway.      

    More
  • Delaware Man Arrested in Domestic Assault

    Delaware Man Arrested in Domestic Assault

    Monday, May 29 2017 12:06 PM EDT2017-05-29 16:06:37 GMT
    Monday, May 29 2017 12:06 PM EDT2017-05-29 16:06:37 GMT
    Kyle Halloran, 20; Photo Credit: Rehotboth Beach Police DepartmentKyle Halloran, 20; Photo Credit: Rehotboth Beach Police Department

    REHOBOTH BEACH, Del. -- Rehoboth Beach police are reporting a weekend arrest of a Delaware man accused of punching his girlfriend in the face.

    More

    REHOBOTH BEACH, Del. -- Rehoboth Beach police are reporting a weekend arrest of a Delaware man accused of punching his girlfriend in the face.

    More
  • Most Popular VideosMost Popular VideosMore>>

  • Dover PD Investigating Weekend Homicide

    Dover PD Investigating Weekend Homicide

    The Dover Police Department is investigating the shooting death of a 31-year-old man that happened late on Sunday night.

    More

    The Dover Police Department is investigating the shooting death of a 31-year-old man that happened late on Sunday night.

    More
  • Driver in Deadly Bay Bridge Crash to Serve 18 Months in Jail

    Driver in Deadly Bay Bridge Crash to Serve 18 Months in Jail

    A 21-year-old from Queen Anne's County has been sentenced for causing a deadly crash on the Chesapeake Bay Bridge last April.

    More

    A 21-year-old from Queen Anne's County has been sentenced for causing a deadly crash on the Chesapeake Bay Bridge last April.

    More
  • Memorial Day Observed in Kent County

    Memorial Day Observed in Kent County

    Light rain and drizzle didn't stop hundreds from participating in Memorial Day events in Kent County ON Monday, as veterans and families of service members honored those who made the ultimate sacrifice in service of their country.

    A parade kicked off in the morning along Main Street in Smyrna as veterans and families made their way to the Smyrna Municipal Park for an annual memorial service.

    More

    Light rain and drizzle didn't stop hundreds from participating in Memorial Day events in Kent County ON Monday, as veterans and families of service members honored those who made the ultimate sacrifice in service of their country.

    A parade kicked off in the morning along Main Street in Smyrna as veterans and families made their way to the Smyrna Municipal Park for an annual memorial service.

    More
Powered by Frankly

All content © Copyright 2000 - 2017 WBOC. All Rights Reserved. For more information on this site, please read our Privacy Policy, and Terms of Service, and Ad Choices