Effect of Mad Cow Disease to Fast Food Industry in US

Initially, therefore, it was important that the fast pabulum chains respond to the announcement of mad browbeat dis methodicalness with their own dictations that were designed to reassure the habitual that the beef go forth in the United States was safe.

McDonald's took exactly this come up by issue a statement in which it said that the situation had "no connection whatsoever to McDonald's or our suppliers" (Gibson, 2003). The statement went on to none--in enthusiastic terms--the inspection process employed by McDonald's, and to note that the companionship's guidelines would eradicate such a cow from ever entering the allow chain at McDonald's. This statement, and others like it issued from the confederacy during the days and weeks adjacent the discovery of the mad cow disease, was designed to reassure not only customers, only when investors, as well (Gibson, 2003).

In order for a statement such as this to be issued, the company must be confident of its beef supply. It would do niggling good for the company to issue such a statement and then have problems occur later on; indeed, it is elusive to imagine that the company could recover from such a public relatio

This may well be the case, but McDonald's is employing marketing communications to bring to light its mean practices, and even the guidelines that it follows are part of the company's "product" strategy from a marketing standpoint.

Rather than accept a less- high-ticket(prenominal) but riskier approach to beef procurance, the company has adopted a more expensive process that ensures safer meat. The reason for this approach is not altogether altruistic, however. McDonald's sells billions of hamburgers all year; if tainted beef were ever associated with the chain, the outcry from consumers would be significant. The company would likely lose considerable revenue, and its profits as well as its stock price would be affected. By taking the more conservative approach of ensuring safe beef, the company not only is making an ethical marketing choice, but a financial choice, as well.

McDonald's has used the mad cow disease scare to highlight its own beef procurement practices, and it has issued statements wherein it draws distinctions between its own practices and the practices of the industry as a whole. In general, McDonald's has not
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