McDonald's and healthy eating: But can the burger king really be transformed?

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

Scans the top 400 management publications in the world to identify the most topical issues and latest concepts. These are presented in an easy‐to‐digest briefing of no more than 1,500 words.

Findings

According to a long‐running TV commercial, fresh cream cakes are naughty, but nice. Some people would argue that a portion of burger and fries warrants similar regard. Unfortunately, however, not everyone sees it that way and the fast food industry stands accused as being chiefly responsible for the US obesity crisis that is now also raising its ugly head in Europe. As a result, companies like McDonald's have come under increasing pressure to provide healthier alternatives to their standard fare.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2005), "McDonald's and healthy eating: But can the burger king really be transformed?", Strategic Direction, Vol. 21 No. 4, pp. 9-12. https://doi.org/10.1108/02580540510589639