When PR masquerades as customer-centricity:
McDonald’s announced a Global Moms Panel to provide guidance on such topics as balanced and active lifestyle initiatives, restaurant communications and children’s well-being.The nine women will serve one-year terms on the panel. The company said it wants their input in order to better serve the needs of moms and families worldwide.
‘We want to become the best ally we can for moms and a true partner in the well-being of families everywhere,’ said Mary Dillon, McDonald’s global chief marketing officer.
On this panel is:
U.S. Olympic speedskater Bonnie Blair
Italian Olympic cross-country skier Stefania Belmondo
Christa Kinshofer, an Olympic skier and author from Germany
Gao Min, an Olympic diving champion and author from China
Keddie Bailey, a full-time mother from England
Michele Borba, a childhood development expert and author
Maru Botana, a chef and TV cooking-show personality from Argentina
Laura Lopez Cano, a Latina artist
Kim Carter, a librarian and Parent Teacher Association president
McDonald’s should realize that “soccer man” doesn’t refer to soccer stars!
It’s potentially a great initiative, but I’m reminded of when Ah-nold was the Chairman of the President’s Council on Physical Fitness and Sports. It’s not like his own personal experience with health was representative of the people the gov’t was trying to reach. He was a lead user. So are these women.
McDonald’s is being disingenuous by corralling a high-powered bunch of global supermoms and then claiming they are going to stay in touch with the needs of their real-people customers. One is PR/lobbying/advocacy, and the other is about reaching out to real ordinary people.
Tags: customer input, fast food, global moms panel, mcdonald’s, PR, spin
Oh my god, I don’t even know waht to say. I know McDonalds has bent to pressure before like containers and I think Chrissie Hynde ogt a London McDonalds to make a vegieburger…but are these women understanding what nutrition is? I doubt it, just because someone has a kid doesn’t make them an expert. We’ve had mothers, Mothers have already made the population look like it does. Is another mother really what fast food needs?
I am not adverse to fast food, although I think McDonalds is evil…but who is really an expert on how to live and eat? First it doesn’t take a committee. No bad oils. No bread, No sugar, no agricultural products no processing, no “filler” no petroleum product in the milkshake(cool whip deal). Use organic produce and meat. A serving of the cabbage family in every meal.
There, done.
There, now Steve send that off to the Devils at mcD’s and ask them to give the “committe fund” to save the women in Darfur. Thanks babe!
Candy
Comment by Candy Minx 05.11.06 @ 3:02 pmNice rant!
Yeah, clearly it’s not about nutrition (what we might expect mothers to advise on in terms of food). As they say
- balanced and active lifestyle initiatives
- restaurant communications
- children’s well-being
Very vague and warm-fuzzy, and since they aren’t going to really deal with the nutrition stuff (sure, they have apples, but isn’t there more calories in their caramel sauce than in a big mac or something?) this is their proxy? Seemingly higher-order, but I dunno. McDonald’s has a way to go to be my go-to source for well-being information!
Comment by Steve Portigal 05.11.06 @ 3:13 pm[...] Back in May we told you about McDonald’s setting up a ludicrous Global Moms Panel and today here’s KFC doing the same thing. KFC today announced the formation of its KFC Moms Matter! Advisory Board. Moms from all walks of life and different parts of the country will join a group of mothers employed by KFC on the new Advisory Board. The group will help KFC harness the experience that motherhood provides, and channel that knowledge into ways to better meet moms’ needs. [...]
Pingback by Portigal Consulting 08.22.06 @ 12:21 pm[...] Last year McDonald’s set up a panel of high-profile over-achieving moms. Their latest version appears to be drawing from the ranks of the everyday customer. In a bid to convince health-conscious moms that its food is nutritious, McDonald’s says it will bring the group of mothers fully inside the company. The moms will visit restaurants, processing plants, orchards and test kitchens. [...]
Pingback by All This ChittahChattah : Blog Archive : Mom’s Quality Corresondents at McDonald’s 06.13.07 @ 6:46 am[...] As All This Chittah Chattah points out, “McDonald’s should realize that “soccer man” doesn’t refer to soccer stars! McDonald’s is being disingenuous by corralling a high-powered bunch of global supermoms and then claiming they are going to stay in touch with the needs of their real-people customers. One is PR/lobbying/advocacy, and the other is about reaching out to real ordinary people.” [...]
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