CHICAGO, Aug. 12 (UPI) -- Oak Brook, Ill.-based McDonald's, seeking to sidestep the fast food backlash, is promoting a new healthier, more constructive image.
In its second "corporate responsibility report," McDonald's touted efforts to promote physical fitness, environmental concerns and workplace diversity, the Chicago Sun Times said Thursday.
Some observers salute McDonald's for adding salads to its menu and for cracking down on poultry suppliers who feed certain antibiotics to chickens. But, others say the corporate responsibility campaign is just a carefully scripted piece of image management.
Image has taken several hits since the last report, including obesity lawsuits, books like "Fast Food Nation" and the recent documentary film, "Super Size Me."
The report highlights the company's new "balanced lifestyles" theme, pushed with products like the "Go Active" Happy Meal for adults, which consists of an entree salad and bottled water.
It also trumpets McDonald's procurement policies, its treatment of workers through a "code of conduct for suppliers" and other moves.
