Comparing McDonald’s food marketing practices on official Instagram accounts across 15 countries

BackgroundSocial media advertising by fast food companies continues to increase globally, and exposure to food advertising contributes to poor diet and negative health outcomes (eg, cardiovascular disease). McDonald’s—the largest fast food company in the world—operates in 101 countries, but little is known about their marketing techniques in various regions. The objective of this study was to compare the social media advertising practices of McDonald’s—the largest fast food company in the world—in 15 high-income, upper-middle-income and lower-middle-income countries.MethodsWe randomly selected official McDonald’s Instagram accounts for 15 high-income, upper-middle-income and lower-middle-income countries. We captured all the screenshots that McDonald’s posted on those Instagram accounts from September to December 2019. We quantified the number of followers, ‘likes’, ‘comments’ and video views associated with each account in April 2020. We used content analysis to examine differences in the marketing techniques.ResultsThe 15 accounts collectively maintained 10 million followers and generated 3.9 million ‘likes’, 164 816 comments and 38.2 million video views. We identified 849 posts. The three lower-middle-income countries had more posts (n=324; M, SD=108.0, 38.2 posts) than the five upper-middle-income countries (n=227; M, SD=45.4, 37.5 posts) and seven high-income countries (n=298; M, SD=42.6, 28.2 posts). Approximately 12% of the posts in high-income countries included child-targeted themes compared with 22% in lower-middle-income countries. Fourteen per cent of the posts in high-income countries included price promotions and free giveaways compared with 40% in lower-middle-income countries.ConclusionsSocial media advertising has enabled McDonald’s to reach millions of consumers in lower-middle-income and upper-middle-income countries with disproportionately greater child-targeted ads and price promotions in lower-middle-income countries. Such reach is concerning because of the increased risk of diet-related illnesses, including cardiovascular disease, in these regions.

Business Process Re-Engineering to Digitalise Quality Control Checks for Reducing Physical Waste and Resource Use in a Food Company

Quality control is an essential element of manufacturing operations that reduces product defects and provides excellent products of the right specifications to the end consumer. Industry 4.0 solutions, such as digitalisation, along with lean manufacturing tools, may support quality control operations. This paper presents a case study of a food company wherein quality control checks were optimised using business process re-engineering to reduce physical waste and resource usage. Following close analysis of the company’s pack-house operations, it was proposed to adopt elements of Industry 4.0 by digitalising the quality control process. Implementing such a solution led to a reduction in the time needed to complete recorded checks, an increase in the time the pack-house quality control team spends with packers on the production lines, and the facilitation of defects identification. It also ensured that the product met the customers’ specifications and reduced the likelihood of rejection at the customers’ depot. The new system also enabled monitoring of each line in real-time and gathering of additional information faster and more accurately. This article proves how employing lean principles in combination with Industry 4.0 technologies can lead to savings in resources and a reduction in waste, which leads to improvements in operational efficiency.

The impact of digital image-based features on users' emotions and online behaviours in the food industry

PurposeOnline images can convey sensory-based elements affecting digital users' emotions and digital engagement. The purpose of this study is to investigate which image-based features are more effective in conveying and stimulating particular emotions and engagement towards organizations operating in the food industry.Design/methodology/approachAn online experimental survey was implemented. Two image-based features, narrativity and dynamism were chosen. The stimuli comprise four images, one with high and one with low level of narrativity, and one with high and one with low dynamism, published by a food company on its official Instagram account. Food-identity, emotional appeals and digital visual engagement behaviours were measured. A total of 141 students between 19 and 25 years old of a European University completed the questionnaire. Data was analysed through SPSS software using t-test analysis.FindingsResults show that both narrativity and dynamism impact digital users' emotions and it was found to impact digital visual engagement attitude. Food involvement was measured in terms of food identity impact the effects of specific image-based features on emotions and visual engagement.Research limitations/implicationsThe study focuses on only two visual social semiotics features – narrativity and dynamism – and therefore, only partially captures the potentialities of images in digital communications.Practical implicationsThis study provides professionals with empirical evidence and insights for effectively planning a visual social media strategy.Originality/valueThis paper contributes to the stream of research in social media communications by investigating the visual social semiotic features of images published online by a food company.