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
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: