McDonald's beefs up profits by 11%

The fast food chain has proven it's as popular as ever - although its Twitter feed suggests otherwise...

by Emma Haslett
Last Updated: 06 Nov 2012
Wallets may be tightening across the globe, but it looks like our appetite for the Big Mac continues unabated: the fast food chain has reported an 11% rise in net income over the past three months, pushed up by revenues which rose 10% to $6.82bn (£4.4bn) – just above the $6.81bn analysts had expected. Apparently, its 1,200 UK stores managed to break its daily sales record not once, not twice – but four times during December. So it’s no surprise that the company added that it’s going to open 1,300 new restaurants this year. Social media blunders notwithstanding, that is…

This comes just a day after McDonald’s announced plans to create 2,500 jobs in the UK, with just under a third of the new roles expected to go to people under 25. Naturally, this went down like a McChicken Sandwich after a heavy night with the Government, which is currently trying to work out what to do about the one million 16-24 year-olds out of work. To be fair, though, you’d think the company would be keen to impress: after all, it is one of the primary sponsors of this summer’s Olympics (along with, similarly appropriately, Coca-Cola). Presumably only Olympic athletes do enough exercise that they can consume burgers and fizzy drinks with impunity.

Of course, popularity among governments doesn’t set tills a-ringing – and while its trading figures suggest it’s as adored among its customers as ever, McDonald’s latest blunder on Twitter indicates quite the opposite. Several days ago, the company sent out two tweets highlighting the ‘love and passion’ that goes into producing the beef for its burgers, linking to a video and garnishing them with the hashtag ‘#McDStories’.

Within minutes, the hashtag was trending – but far from the glowing reviews of the quality of its fries, Twitter users were using it to tell their tales of McWoe. While one user told of losing 50lbs within six months of quitting his job at the chain, another said her brother had found a fake fingernail in his fries, while others tweeted details of rodents in the kitchen, foul behaviour by workers and food poisoning.

Which just goes to show that when your brand isn’t universally adored, social media can be a double-edged sword. Tread carefully…

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