Serving Unhealthy Food and the Ethical Dilemma it Causes_Unit II

McDonalds & Their Products McDonalds originally opened as a small family run restaurant run by brothers Dick & Mac McDonald in California with a small menu offered so they could concentr

Serving Unhealthy Food and the Ethical Dilemma it Causes

Donna Walker (221000) Columbia Southern University

This paper will look at McDonalds and how they market products, which are considered unhealthy, and how that causes them some challenges where business ethics are concerned Then I will examine how the perception of the products that McDonald offers is different within cultures within the United States as well as globally Then a look at some procedures and

approaches the company uses to handle the ethical implications of these products and their focus

on social responsibility, integrity and business ethics Finally a glimpse into the leadership within the organization, how that leadership can instill a culture of ethics within the marketing department as they strive to advertise a product that is not healthy for their customers

McDonalds & Their Products

McDonalds originally opened as a small family run restaurant run by brothers Dick & Mac McDonald in California with a small menu offered so they could concentrate on keeping quality and service at a premium according to Our History and Timeline / McDonald's (2016-2017) This changed in 1955 when a young man, Ray Kroc, with great ambition and ideas joined forces with the brothers as they needed a new manager/partner and together they introduced McDonald's Six short years later Kroc would purchase exclusive rights to McDonald's and begin to build his restaurant system that would later include hamburger university which would strive for perfection where food handling, cooking, and serving were concerned

Our History and Timeline / McDonald's (2016-2017) stated Kroc's legacy and dedication for serving fast food with quality products and service would continue through January 1984 when he passed away all the while working within McDonalds until the very end Kroc's legacy has weathered time through good, operating in 119 countries and through bad, during 2004 being associated with obesity and health issues During this time many Americans were becoming

more conscience of an epidemic of obesity, diabetes, cholesterol issues, and additives being used

in the foods causing McDonalds to answer back by adding healthier options to the menu,

allowing healthy alternatives for fries such as apple slices in the kid's meals, and finding better products to use within the organization This belief that McDonalds wasn't taking the health of the American public, especially children, seriously lead to many lost customers, poor public relations, and an ethical dilemma that needed to be addressed immediately

Perception of the Product Locally & Globally

The perception of McDonald's locally, The United States is something of a debatable matter having strong supporters as well as naysayer's who feel that McDonalds and their fellow fast food friends are poisoning America with their additives in the food Locally many have argued that the drinks are too sugary, the companies are serving inappropriate serving sizes for soft drinks as well as the food making it easy to overload on calories, sugars, and contributes to America's obesity issues Stender, Dyerberg, & Astrup (2007), noted that the oils used in frying meat and fries in fast food establishments contain excessive amounts of Trans fat, which is used

to increase the stability of food however it also has been linked to weight gain and excessive belly fat The perception

Locally the government is also known to give a nudge in areas that many feel are just not their place to do causing unrest among Americans Especially when faced with the knowledge that the government gives subsidies to farmers who produce food for the fast food industry, enabling fast food establishments to produce food cheaper, faster, and without regard to health making them financially more affordable than a restaurant where healthier options are available according to Freeman (2007) This flexibility, looking the other way, and not having to conform

to the food labeling requirements allows fast food industries to operate in what is considered a grey area where health and food quality are concerned

Globally, other countries seem to have an understanding with varying fast food chains allowing them to operate within their country, however; they must abide by certain standards, rules, and utilize local food in their menus This strategy allows other countries to regulate the amount of unhealthy food being consumed by consumers, this is not to say that the McDonalds

in the UK or France is all health food, but rather that their efforts to require better products has reduced sugar and caloric intake significantly For example, in France the beef cows are grass fed only and are required to list where they are born, raised, and even slaughtered as a means of tracking the legitimacy of the food sources claim to quality grass fed beef being sold according

to Beardsley (2012) Beardsley also goes on to explain how in France diners are treated to a more relaxing, inviting, and spacious atmosphere that encourages visitors to take their time and have a dining experience rather than the fast paced in and out atmosphere of McDonalds here in the states

Handling Ethical Implications & Social Responsibility

Nixon, Mejia, Cheyne, Wiling, Dorfman & Daynard (2015) stated that in 2001 the US Surgeon General created a call to action to help wage a war against obesity in the United States however many feel that this did little in the way of actually creating a change Companies such

as McDonalds issued new regulations on themselves involving labeling all food with the fat, calories, and nutritional value of each menu item They also introduced healthier options such as apple slices and yogurt in happy meals and reduced the size of regular drinks, however, they did little in the way of reducing the amount of Trans Fats used or increasing quality of meats

purchased therefore many feel that they are simply framing themselves in a more favorable light

without actually making the changes or putting in the work to effect change This in itself has done little to change the amount of business McDonald's enjoys on a daily, weekly, monthly and yearly basis, but has increased the awareness of the patron's who are dining in the establishment This is considered a shift in blame so to speak meaning that McDonalds no longer feels obligated

to serve better food as long as you know you are purchasing food that is not good for your health

as the blame and responsibility lies in the purchaser's hands

McDonalds focus on social responsibility, integrity and business ethics centers around some of the community programs they have developed and support such as the Ronald

McDonald House (RMHC) Ronald McDonald House Charities / McDonald's (2016-2017) stated that the RMHC is a home offered to families of sick children near hospitals around the United States in order to allow families to be close to their children while they are being treated within the hospital This reduces the stress and financial burdens for families, allowing them to focus and concentrate on the welfare and health of their child Additionally McDonald's

supports our American Veterans as well as being involved in young adult lives by offering scholarship programs as well as their mentoring program support in some communities

Leadership within McDonald's

Daft (2011) noted that one of the most difficult parts of being a leader is the

responsibility of leading the company morally, ethically, and with integrity when every day there are obstacle that make doing the wrong thing easier than doing right Additionally,

knowing that your every action and decision is setting a precedence that others will follow and take to be acceptable behavior and business practices Therefore leaders lead with conviction and dedication to maintain a culture of ethics or when they are faced with ethical obstacles they

look for ethical solutions will always ensure that the organization has a strong foundation that can be built on daily

Conclusion

McDonald's is a fast food franchise that is most recognized for the golden arches, happy meals, and efficient service of getting you in and out, however this speed comes with the cost of product quality, and product preparation McDonald's and many other fast food organizations use Trans Fat, processed food, and beef that is corn fed not grass fed all of which help increase fat intake, calorie intake, and decreases the nutritional value which is helping add to the obesity and diabetic issues in the United States In early 2009 McDonald's implemented listing

nutritional value, calorie amounts, and a complete list of ingredients in their menu in an effort to

be transparent They also increased their social responsibilities by pledging to become more sustainable, reduce their carbon footprint, and increase the value of their products through buying and becoming a part of better quality foods This is the foundation and basis that the leadership of McDonalds bases their values and ethics on as they work toward regaining the wholesome image that was once the cornerstone of McDonalds as two brothers worked towards serving superior products in a great atmosphere

Beardsley, E (2012, January 24) Why McDonald's In France Doesn't Feel Like Fast Food

Retrieved February 4, 2017, from

http://www.npr.org/sections/thesalt/2012/01/24/145698222/why-mcdonalds-in-france-doesnt-feel-like-fast-food

Daft, R L (2011) The leadership experience (5th ed.) Mason, OH: South-Western- Cengage

Learning

Freeman, A (2007, December 31) Fast Food: Oppression through Poor Nutrition Retrieved

February 3, 2017, from http://scholarship.law.berkeley.edu/cgi/viewcontent.cgi? article=1198&context=california lawreview

Nixon, L., Mejia, P., Cheyne, A., Wiling, C., Dorfman, L., & Daynard, R (2015, November 1)

"We're Part of the Solution": Evolution of the Food and Beverage Industry's Framing of Obesity Concerns Between 2000 and 2012 Retrieved February 2, 2017 from http:// web.b.ebscohost.com.libraryresources.columbiasouthern.edu/ehost/pdfviewer/pdfvi ewer? sid=fa5d33b5-cae8-4248-a65a-22a3bb926ffe%40sessionmgr120&vid=4&hid=115

Ronald McDonald House Charities / McDonald's (2016-2017) Retrieved February 4, 2017,

from

https://www.mcdonalds.com/us/en-us/community/giving-back-with-ronald-mcdonald-house.html

Stender, S., Dyerberg, J., & Astrup, A (2007, June) Fast food: Unfriendly and

unhealthy International Journal of Obesity, 31(6), 887 Retrieved February 3, 2017,

from Academic OneFile

Our History and Timeline/ McDonald's (2016-2017) Retrieved February 2, 2017, from https:// www.mcdonalds.com/us/en-us/about-us/our-history.html