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McDonald's® NZ Invites Closer Inspection

24 August 2006

McDonald's® NZ Invites Closer Inspection

McDonald's® New Zealand is going on the front foot with a concerted campaign inviting the public to take a closer look at its business.

Launching on Saturday (August 26 2006), the multi-level national campaign aims to address key questions Kiwis have about the Golden Arches®.

Gráinne Troute, McDonald's Restaurants (NZ) Ltd's Managing Director, says the company has decided "it's time to address some popular myths about McDonald's, the quality of our food, our impact on New Zealand and the way we do things."

The campaign comprises four months of television and print messages with ongoing evolution into 2007, a comprehensive 'Take a Closer Look' website, 'Open Door Days' at selected restaurants around the country and a number of 'Question and Answer' forums.

So confident is the company of its practices that it has set up cameras in its Queen St restaurant kitchen over two lunchtimes (Friday 1 and Saturday 2 September) and is relaying the action to a screen outside for all to see.

"We have nothing to hide and we're happy to invite people to have a look at our practices, see where our ingredients come from and how we make our food," Ms Troute says.

"We understand the importance of evolving and, through listening to New Zealanders, we have made and will continue to make changes to our menu which reflect demand. We haven't always promoted these changes so this is our opportunity to tell the McDonald's New Zealand story and invite Kiwis to take a closer look at our business."

The campaign addresses food quality facts around items such as beef for hamburger patties, thickshakes and fresh produce, as well as looking at the company's role and contribution in NZ.

Ms Troute acknowledges that the business will always have its detractors: "We believe that McDonald's can be enjoyed as part of a balanced lifestyle. We offer menu choices which are comparable to other restaurants - and we openly display the nutritional content of our options."

Food Industry Group Executive Director Robert Bree is supportive of the company's approach: "We congratulate and commend McDonald's for taking this socially responsible initiative to help Kiwis make informed food choices."

The Kiwi ties are very important to the business as Ms Troute points out: "McDonald's New Zealand is very much part of this country, using local products, local staff, and developing food for Kiwi taste buds."

The advertising campaign, which includes posters and traymats in restaurants, will address more than 10 individual issues, from where McDonald's sources its ingredients to putting nutrition information on most of its packaging. Open Door Days will be held in selected McDonald's restaurants around the country beginning in September, and the 'Take a Closer Look' information will be on the company's main website ( ) over the next week.


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