Thursday, January 19, 2017

Would You Like Epinephrine With That?

Dear McDonald’s Canada,

I’m not sure where to start. I find your recent decision to not just introduce nut allergen-riddled products to your restaurants but to also avoid the containment of said allergens baffling. My son has a potentially deadly nut allergy so I have been thinking about this quite a bit since the news came to my attention. So far, I’m left with more questions than answers. The first of which is:

What were you thinking?

My instinct is to answer that question on your behalf with, “You weren’t,” however I know for certain that this was not the case. You had signs and posters made up, for crying out loud. This wasn’t an ad-hoc decision made at some corporate retreat. This was a deliberate, strategic decision that contained forethought and planning and no doubt myriad changes to the corporate employee handbook.

Speaking of employees, you haven’t just ruined dinner for hundreds of thousands (possibly millions) of Canadians. You have now made the conscious decision to make your work environment unsafe for any employees with nut allergies. What had previously been a safe workplace is now potentially deadly. Another question that immediately came to mind was, “Did you take this into consideration when you made the decision?” If you did, I hope this was communicated well in advance and I trust you also more than adequately compensated the employees that were affected.  

McDonald’s used to be a restaurant you could count on, for families on the go, for travelers, for kids looking for their first job, and you have just pulled the rug out from under a good portion of those people. 

What were you thinking?

My family has seen first-hand all the good work you are doing with Ronald McDonald House. We take great pride in supporting a company that makes such a profound difference in the lives of families living through unspeakable circumstances. But now you’ve turned around and slammed the door in the face of not just hundreds of thousands of your customers, but throngs of supporters as well.

Is it worth it? Tell us, multi-billion dollar faceless corporation, how much more money do you think you will make with these new products? How much more is it compared with how much you think you are going to lose from angry families like mine? The difference should be in the millions of dollars. Seriously, you must genuinely think you will come out on top to the tune of millions. If not, I can’t imagine how this decision was ever made. 

What were you thinking?

How much more would it have cost to deliver new menu items in a manner that was allergy safe? You already have pre-packaged peanuts. Would providing a similar alternative in these cases really have hurt your bottom line that severely? I keep coming back to the idea that this wasn’t thought through, but your actions thus far show this was not the case. You knew what you were doing. 

What were you thinking? 

This does not seem like the action of a restaurant chain that cares about its employees and customers.  This seems like something Donald Trump would do and in my mind, his approval rating is higher than yours right now. On behalf of all the individuals and families who live with nut allergies in this country, I implore you to re-think your decision. 

Make McDonald’s great again.


Sincerely,


Andrew Butters

1 comment:

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