The battle by McDonald’s to bring customers back into its stores has been long and fraught. Don Thompson, the company’s former CEO as of March 1, couldn’t turn the chain around after more than two years at the helm.
Nor could Ronald McDonald’s makeover or a transparency campaignfeaturing TV star Grant Imahara. Chances are the “Pay With Lovin’ ” campaign didn’t do it, either. But the latest attempt from McDonald’s to woo consumers isn’t a cheap publicity stunt, or a terrifying mascot rebranding, or even a limited-time offer of the McRib. Instead, it’s something an overwhelming number of consumers desire and seek out—and you should thank Chipotle for that.
McDonald’s said Wednesday that over the next two years it plans to phase out all “antibiotics that are important to human medicine” in the chicken it serves. Already, the move is being praised by advocates of sustainable and responsibly produced meat. McDonald’s is one of the biggest purchasers of chicken in the United States and bought up an estimated 3 to 4 percent of the nation’s 39 billion pounds last year. If the company decides it’s done with certain antibiotics, you can bet that the agriculture industry is going to listen.
Read more at Slate.com.