Image credit: @roeyahram.
McDonalds has announced it will give away more than a million breakfast McMuffins across China on Monday. In completely unrelated news, on Friday, news programme 3.15 is to air an exposé on corporate malpractice which is expected to name and shame the American fast food giant.
The TV show, similar to US CBS network’s 60 Minutes, often catches companies off guard, and the fallout can sting as McDonald’s itself found out last year when it was criticised on food safety. McDonald’s apologised, and its shares fell as China’s army of microbloggers unleashed their anger online.
“The minute there are questions about your practices that appear in any way credible, that can be devastating to consumer trust and extremely difficult to get back,” said Shanghai-based James Roy, a senior analyst at China Market Research Group.
In addition to the free McDonald’s breakfasts, Wal-Mart Stores is running an “adopt a tree” programme. Last year, the Beijing Food Safety Administration accused the US retailer of food safety violations, and in 2011, its China chief executive stepped down after another food-related scandal.
Friday, March 15, is World Consumer Rights Day.