McDonald's prepares for Fast Food Nation author

McDonald's prepares for Fast Food Nation author
Tags: Burger/Steak/BBQ, Legal Issues
April 11, 2006

MarketWatch: Fast-food critic Eric Schlosser is setting off alarms at McDonald's Corp. again.

The author of two books slamming the industry— and singling out McDonald's — Schlosser has put the company into a "crisis management" mode in anticipation of the movie adaptation of his best-selling expose, "Fast Food Nation," and of the publication of a young-people's version of the book. Called "Chew On This," the new book is subtitled "Everything You Don't Want to Know About Fast Food."

To minimize its potential damage among a key customer group, McDonald's is believed to be planning what is being referred to inside the company as a global "full-scale media campaign" on which senior management has been briefed.