Meltwater Media Monitoring
1. a) Media outlet: Narcity Canada
Headline: Tim Hortons, McDonald’s and Starbucks rank among the worst retailers for toxic chemicals
Reporter: Lisa Belmonte
Date: March 31, 2021
b) Summary: Retailer Report Card, which ranks companies on toxic chemicals has published its annual report card and McDonald’s got D making it one of the worst companies for the environment. This article will hurt the brand because McDonald’s is not being ethical and their products and packaging are harmful to the consumers.
c) Pitch Idea: In January, McDonald’s has pledged to remove all the per- and polyfluoroalkyl substances (PFAS) from its food packaging by 2025 globally. The pitch to the media will be to publish the upgraded reports of McDonald’s food packaging and product content to remain transparent with its consumers.
2. a) Media outlet: yahoo!style
Headline: The worst menu item at McDonald’s, according to an RD
Reporter: Elizabeth M. Ward, MS, RDN
Date: March 28, 2021
b) Summary: McDonald’s double quarter pounder with cheese alone contains 54 per cent fat to be consumed with a 2,000-calorie diet plan. This article reflects badly on McDonald’s image especially when it’s trying to upgrade its marketing strategies and improve the food items on the menu.
c) Pitch Idea: McDonald’s has consulted with a recognized nutritionist to make new changes to its burger by phasing out the trans-fat and reducing the saturated fat. The new upgrades are a step-up on its journey to improve the quality of its products.
3. a) Media outlet: yahoo!style
Headline: These major fast-food chains have a big, soggy problem
Reporter: Mura Dominko
Date: April 1, 2021
b) Summary: During the pandemic, fast-food chains are experiencing pick-ups and deliveries hindering the crispiness. McDonald’s has refused to try out new formulas to protect its new chicken sandwich patties crunchiness to serve quality food. This article has put McDonald’s in a negative light.
c) Pitch Idea: Our customers can continue to enjoy our chicken sandwiches during this pandemic as McDonald’s takes up new way to preserve its sandwich’s crunchiness by a foil pouch packaging.
4. a) Media outlet: InfoTel.ca
Headline: Kamloops McDonald’s employee serves smiles and characters
Reporter: Carli Berry
Date: March 27, 2021
b) Summary: Kamloops residents praise the Sahali McDonald’s employee on Facebook, Brandon Heady greets drive-thru customers with a variety of different characters bringing smiles to their faces. This article sheds a positive light on McDonald’s, it is a great way to make someone’s day especially during these challenging times.
c) Pitch Idea: Taking inspiration from Brandon Heady, McDonald’s has decided to reposition its brand to serving smiles and meals. This will be a way for McDonald’s to go back to its roots of happy meals with an interesting twist on all of its stores.
5. a) Media Outlet: Digital Journal
Headline: 125,000-acre initiatives aims to conserve Canadian prairies through collaborations with ranchers
Reporter: Ducks Unlimited Canada
Date: March 25, 2021
b) Summary: Ducks Unlimited Canada (DUC) has partnered with McDonald’s and Cargill to support rancher-led work in protecting the environment through investing in the Forage Program. McDonald’s Canada received positive coverage as it is committed to protecting the environment through sustainable agriculture.
c) Pitch Idea: McDonald’s can share the total contribution made to the Forage Program with other initiatives that it has taken to work towards responsible production and being ethical to the Canadian and global environment. It is helping Canada in protecting the natural habitats and the land.