McDonald’s Spends $100M to Recover From E. coli Crisis
McDonald’s is allocating $100 million to support franchisees impacted by an E. coli outbreak linked to slivered onions in its Quarter Pounders, which resulted in over 100 illnesses and one death. Of this amount, $35 million will fund marketing initiatives to boost customer traffic and rebuild trust. The chain has also replaced its onion supplier and fully reinstated Quarter Pounders on menus at the affected 3,000 restaurants.
The company is focusing on regaining momentum through value offerings, digital sales, and targeted recovery plans for highly affected areas. A new national campaign, First Bites, is running through the end of the year, offering promotions like 10 chicken nuggets for $1. This complements McDonald’s broader strategy to rebuild consumer trust and stabilize sales after the outbreak disrupted its recent growth.
Experts suggest that McDonald’s may later emphasize food safety to reassure customers, although its history of limited communication on this topic could delay such efforts. Despite the outbreak’s impact, swift containment and proactive measures may help the company maintain consumer confidence over time.
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