McDonald’s unveils panel for food advice

When PR masquerades as customer-centricity:

McDonald’s announced a Global Moms Panel to provide guidance on such topics as balanced and active lifestyle initiatives, restaurant communications and children’s well-being.

The nine women will serve one-year terms on the panel. The company said it wants their input in order to better serve the needs of moms and families worldwide.

‘We want to become the best ally we can for moms and a true partner in the well-being of families everywhere,’ said Mary Dillon, McDonald’s global chief marketing officer.

On this panel is:
U.S. Olympic speedskater Bonnie Blair
Italian Olympic cross-country skier Stefania Belmondo
Christa Kinshofer, an Olympic skier and author from Germany
Gao Min, an Olympic diving champion and author from China
Keddie Bailey, a full-time mother from England
Michele Borba, a childhood development expert and author
Maru Botana, a chef and TV cooking-show personality from Argentina
Laura Lopez Cano, a Latina artist
Kim Carter, a librarian and Parent Teacher Association president

McDonald’s should realize that “soccer man” doesn’t refer to soccer stars!

It’s potentially a great initiative, but I’m reminded of when Ah-nold was the Chairman of the President’s Council on Physical Fitness and Sports. It’s not like his own personal experience with health was representative of the people the gov’t was trying to reach. He was a lead user. So are these women.

McDonald’s is being disingenuous by corralling a high-powered bunch of global supermoms and then claiming they are going to stay in touch with the needs of their real-people customers. One is PR/lobbying/advocacy, and the other is about reaching out to real ordinary people.


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