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Whether you love it or hate it, there’s no denying the success of McDonald’s. 74 years after the fast-food company first started serving customers in California, McDonald’s now has over 34,000 restaurants operating in 119 countries around the world. Worth almost $40 billion, it is the sixth most valuable brand in the world. Over the years, the chain has been criticised for contributing to the obesity epidemic, damaging the environment, exploiting child labour, failing to pay fair wages to its employees, targeting children in its advertising campaigns and indirectly causing animal cruelty. Documentaries like “Super Size Me” and books such as “Fast Food Nation” have exposed the negative side of the company. For many, the chain has come to represent globalisation, homogenisation and capitalist greed. So why are millions of people still eating at McDonald’s every day?
For one, McDonald’s have extremely well-funded advertising and marketing teams, who work tirelessly to promote a positive brand image. The company has mastered “glocalisation”, adding a local flavour to the restaurants in each country they colonise. It is almost unanimously adored by children, who nag their parents to bring them to eat there. Many of its branches have been redecorated and given a more sophisticated look, attracting customers from a higher income bracket – there’s even a McCafe on the Champs Elysees in Paris! Its menus have been expanded to contain healthier choices, assuaging obesity fears. It has started serving hot drinks and café food in order to compete with coffee shops like Starbucks, to attract a new demographic. The service is rapid, providing a quick fix for hungry, busy, and lazy people alike. But perhaps most of all, it is cheap, with many items costing just a dollar. No matter how opposed you are to McDonald’s, on moral, nutritional, environmental or any other grounds, sometimes it’s hard to say no.
The brand is so prevalent in our daily lives, but how much do we really know about it? You may be shocked by these 10 true facts about McD’s…