McDonalds Implodes in Australia

An article today by Matt Sun in the Daily Telegraph reports that the fast food giant McDonalds is hitting back at the small independent film 'Super Size Me'.

'Super Size Me', a film by Morgan Spurlock depicts what happens when a man chooses to eat only at McDonalds for thirty days. The only rules are that you can only upsize your order if the attendant asks you and you must eat everything on the menu at least once.

Starting tonight, McDonalds will show advertising on national television with Australia CEO Guy Russo stating that 'Super Size Me' is "about a person that decides to over-eat". I'm sorry, over eat? Mr Spurlock is only eating three meals a day and only in the servings that McDonalds serves. I thought it was recommended that all Australians eat breakfast, lunch and dinner.

Mr Russo goes on to say that eating McDonalds for breakfast, lunch and dinner for a whole month is bad for you. I suppose that this is why McDonalds doesn't offer meals in some school canteens in the United States. Oh wait, It does.

In a press conference last night Mr Russo states that the advertising campaign is to highlight the irresponsible actions of the film-maker. Did the McDonalds CEO of Australia say that eating Mcdonalds all day every day was a mistake?

Mr Russo goes on to say that Mr Spurlock is "deliberately having all the large meals and soda and fries and the quarter pounder three times a day and that's not right."

It would seem that Mr Russo has not seen the film. Because Mr Spurlock is not deliberately having all the large meals and soda and fries and the quarter pounder three times. Mr Spurlock only upsizes when asked and must eat everything on the menu atleast once. Mr Russo fails to note that McDonalds has a new salads range that Mr Spurlock would have needed to try. McDonalds say that the new range is healthy. Mr Russo also forgets that McDonalds doesn't serve quarter pounders and fries in the morning. Mr Russo, is there a problem with the McDonalds breakfast menu?

Mr Russo is obviously confused because he finally remembers that McDonalds has a new Salads plus range dismissing notions that McDonald's should be treated as a "special treat", describing it is "a legitimate meal". Further saying that "I would prefer kids to be drinking apple juice and eating fruit."

Visiting the McDonalds website confirms the article as it is Mr Russo's face we see first with the caption "Seen that movie?" Is it so horrible that McDonalds cant even mention it?

First the site offers us the facts in graph form. One column says 'That Movie' and the other says McDonalds Australia. The list is too long for me to go into here but I can tell you that McDonalds Australia doesn't answer 'That Movies' questions instead choosing to use words like "significantly less" and "has less".

McDonalds then go into what they are doing to offer a healthy alternative, reminding us of the Salads Plus range and how good it is for you.

Next, and this is the best one, there is a letter Mr Spurlock wrote to McDonalds asking an interview. In the letter we read that McDonalds have already knocked back Mr Spurlock atleast once. It would seem that they care about him now! McDonalds use the letter against Mr Spurlock but it clearly shows that Mr Spurlock was actually trying to get to the truth. It would appear that he found it.

Finally McDonalds states what Mr Spurlock ate. The list McDonalds is hardly what Mr Spurlock ate as it is no where near the whole menu choice but rather a list of the fattier, high calorie meals.

I can't help but think McDonalds should have just let this one go. Especially McDonalds Australia. The McDonalds that is shown in 'Super Size Me' is not the McDonalds in Australia but rather what we could become if Australia becomes a corporate mess. I hope its a future we can avoid.