McDonald’s has very well-thought-out strategies for handling emergencies related to their products. In its most recent test of those strategies, they may not have emerged as successfully as they hoped. Why did the best-laid plans still lead to customer dissatisfaction with the company?
Late October 2024
McDonald’s pulled their Quarter Pounders out of stores because at least 90 people were sickened and one killed by E. coli after eating their classic sandwich according to Restaurant Dive.
Quickly responding to the crisis, McDonald’s worked with regulatory agencies and provided all the transparency needed to find the source. Initially, it was thought that the source must be the beef.
The regulatory agencies’ investigation determined that the source of E.coli was not the hamburger but the onions provided by Taylor Farms in Salinas California.
The History of E.coli In Fast Food
McDonald’s had one of the first cases of E.coli in undercooked burgers back in the 80s. Regulators allowed common strains of E.coli in meat products since cooking the meat sufficiently kills the bacteria. It wasn’t till the mid-90s that E.coli was not allowed.
McDonald’s is certainly not the only fast-food chain to have big issues with this pesky bacteria.
The 1993 Jack in the Box Outbreak
What Happened:
In 1993, one of the most notorious E.coli outbreaks occurred at Jack in the Box restaurants in the Pacific Northwest. Undercooked beef patties contaminated with E.coli O157 led to over 700 illnesses and four deaths, primarily affecting children. (Food Safety News)
Industry Response:
- Immediate Actions: Jack in the Box issued a massive recall of hamburger patties and cooperated with health officials.
- Policy Changes: The company implemented stricter cooking protocols, ensuring beef patties were cooked to at least 155°F, above the then-recommended 140°F.
- Supply Chain Overhaul: They demanded higher safety standards from meat suppliers, including regular E.coli testing.
The 2006 Taco Bell Outbreak
What Happened:
In 2006, Taco Bell faced an E.coli outbreak across several states, linked to contaminated lettuce. Over 70 people fell ill, prompting a nationwide concern over fresh produce safety. (CDC)
Industry Response:
- Supply Chain Adjustments: Taco Bell removed green onions from its menu as a precaution and increased testing of fresh produce.
- Collaboration: Worked closely with the FDA and CDC to identify the source of contamination.
- Enhanced Safety Protocols: Implemented stricter guidelines for produce suppliers, including better field sanitation and handling practices.
The 2015 Chipotle Mexican Grill Outbreaks
What Happened:
Chipotle experienced multiple food safety incidents in 2015, including E.coli, norovirus, and salmonella outbreaks across different states. These incidents affected hundreds of customers and led to a significant drop in sales and stock value. (Chrie)
Industry Response:
- Comprehensive Safety Measures: Chipotle temporarily closed affected restaurants for deep cleaning and implemented high-resolution DNA-based testing of ingredients.
- Supply Chain Revamp: They started sourcing some ingredients from different suppliers and increased the scrutiny and testing of high-risk items.
- Employee Training: Enhanced food safety training programs for all employees.
Conclusion
These incidents have proven that quick action, transparency, and regulatory agency cooperation can work to contain a bad situation that neither restaurants or customers ever want to happen.
McDonald’s has worked hard to establish a great reputation for safety, but now customer faith has been tarnished.
At the end of the day, it doesn’t matter to customers that Taylor Foods was really at fault, they think of it as a failure for McDonald’s. Passing the buck for safety down the chain doesn’t work for brand the brand’s integrity.
McDonald’s will need to do more community outreach and social media dedicated to food safety to reassure the public. Their trust may be slow to earn once again.
Recent Comments