Makeover needed: McDonald's


This post is part of a feature on companies and products that our bloggers think are in need of a makeover. See all 26.

McDonald's has been hit by one serious critique after another of food safety and nutrition. The company has gone from being a family chain to something only those desperate to save time or money want. There have been half-hearted efforts to modernize, but what McDonald's really needs is a complete menu makeover.

I'm not talking about changing away from hamburgers in all their infinite variety, either. But over the last couple decades the eating public has gotten a lot more picky and worried about getting fat or sick from mad cow disease or some contaminant.

There have been many serious critiques of their impact on worldwide nutrition. Eric Schlosser described in Fast Food Nation how mega-producer McDonald's uses butchering assembly lines. In an era of food safety concern, "a single fast-food hamburger now contains meat from dozens or even hundreds of different cattle." Morgan Spurlock examined in the movie Supersize Me and a related book what happens when an individual -- or a whole country -- eats too much McDonald's.

Of course, McDonald's is facing pressure from the other side, too. We want cheap food. Especially in a recession, people love the dollar menu. But McDonald's has just got to improve the food.

Don't get me wrong. I love the fries and the biscuit breakfast sandwiches. But they're still serving the same basic hamburger they did when I was in grammar school: the most artificial bun you can imagine; a thin gelatinous patty; and tiny squares of pickles and onions on everything. I'm sure it's not the nutritionally most offensive, but that bun just drives me nuts. Are they still working off a stock of buns from the 1950s? Can't we please move to something a little more like real bread?

Those little flecks of onions and pickles are gross. If you like those condiments, they're not enough and they're too bland. If you don't like them, you have to flick out 50 tiny pieces from your meal (which I have been doing for 30-some years).

I'm hoping that we're coming to the end of factory-produced meats. We've had just too many food scares. McDonald's has done some great things; in 1997 they started requiring their meat plants to live up to the humane standards of Temple Grandin. Schlosser says they still have a way to go, especially in improving workers' conditions.

I'm not a vegetarian, but I wouldn't mind seeing McDonald's put a little more effort in their vegetarian hamburgers. I figure if anyone can make a veggie burger taste good, it's McDonald's.

McDonald's got its start producing food of a consistent quality when people were afraid of what they would get if they ate at a strange town's diner. Now people know what they'll get at McDonald's -- but they're afraid of it.

Does McDonald's need a makeover? What would you suggest? Be sure to check out the other makeover posts.

Reader Comments (Page 12 of 12)

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