McDonald’s New Communication Strategy on Changing Attitudes and Lifestyle

Abstract

Achieving and maintaining wide-scale positive dietary and lifestyle change is a complex and formidable endeavor, given the current food environment. Moreover, for positive change to occur, nutrition messages should be communicated in a scientifically precise, yet practical and motivating manner. McDonald’s tries its best to adapt communication strategies to changing situation.In the paper, discussions regarding communication efforts and the best methods to take, deliver, and evaluate the impact of nutrition messages illustrated both the challenges and the opportunities McDonald’s is facing. The description of communication analysis, channels and strategies illustrate McDonald’s communication strategies in the near future.