What's in a Chicken McNugget Anyway? McDonald's Launches Transparency Campaign
In an effort to gain more trust from consumers, McDonald's is launching a transparency program in the U.S. called "Our food. Your questions."
Similar transparency campaigns originally ran in Canada a few years back, as well as Australia. Now McDonald's is making a push for the effort in the U.S., tackling questions like what's really in a Chicken McNugget, and whether there is "pink slime" in the burgers.
The move comes as the chain battles sliding sales and works to improve perception of its food quality, particularly among millennials, who have been favoring chains like Chipotle over McDonald's.
As part of the effort, McDonald's has dedicated a section of its website to the campaign, as well as a video series that feature former "MythBusters" co-host Grant Imahara as he visits multiple McDonald's suppliers. In addition to the company's website, the videos will appear on Twitter, Facebook and YouTube channels.
McDonald's will respond to questions with behind-the-scenes webisodes and other social content that provides facts on ingredients, how its food is made and how it's prepared in restaurants, according to a statement.
In one video, Mr. Imahara answers the question: Is McDonald's beef real? In that video, he heads to Cargill, one of McDonald's beef suppliers, where he witnesses the inspection and grinding processes.
"In today's 24/7 news cycle, people are looking for faster, more straightforward responses to their questions about our food," said Ben Stringfellow, VP-communications for McDonald's USA, in a statement. "We have great information to share and we're looking forward to engaging in two-way conversations with as many people as possible."
The chain is inviting consumers to ask questions on social-media channels including Twitter, some of which McDonald's is already answering:
This isn't the first time McDonald's has sought to shed some light on its food in the U.S. In late 2011, the chain launched a TV campaign focused on some of the farmers it gets its food from -- a move that sought to dispel the idea that McDonald's didn't use real produce and beef.