How McDonalds cooked up more transparency

• Autores: Gerald C. Kane
• Localización: MIT Sloan management review, ISSN 1532-9194, Vol. 57, Nº 2, 2016, págs. 3-3
• Idioma: inglés
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• Resumen

  • In the fall of 2014, McDonald's kicked off a campaign called Our Food. Your Questions. The campaign answered the questions McDonald's knew people were interested in, and tracked down answers for many unexpected questions people posed on social media. A year later, one of the big payoffs has been a more educated consumer base. In an interview, Lainey Garcia, manager of brand reputation and public relations for McDonalds USA, explains how the campaign was developed (in under three months) and what the payoff has been.