What The Papers Say: Swift apologies save face for McDonald’s

Last week McDonald’s had to refuse tens of thousands of customers coming to take advantage of a buy one, get one free, TV-advertised offer for its Big Macs.

Last week McDonald’s had to refuse tens of thousands of customers

coming to take advantage of a buy one, get one free, TV-advertised offer

for its Big Macs.



Press criticism was expressed in broadly tolerant and even occasionally

affectionate banter, including ’McSorry’ and ’Silly Burgers’. Admissions

of underestimating demand were often reported positively, as some sort

of success.



The tabloids sympathised with customers’ anger and the Sun even directed

readers to the page where McDonald’s had placed its apology. The

Guardian, which carried no such advertisement, reminded readers of

McLibel in its Pass Notes column, while the Scotsman sneered at people

who can stomach even one Big Mac.



In terms of handling the incident, however, rapid apologies made this a

communications success. ’A McDonald’s spokesman said ’It’s without a

doubt our most successful promotion yet’,’ in the Northern Echo. As the

Times commented, McHoover it was not.



Evaluation and analysis by CARMA International. Cuttings supplied by the

Broadcast Monitoring Company. ’What The Papers Say’ can be found at:

www.carma.com.



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