2012 One of the top ten brands crisis public relations case - McDonald expired food crisis.docVIP

 PAGE \* MERGEFORMAT 4 2012 One of the top ten brands crisis public relations case - McDonald expired food crisis Case protagonist: McDonald’s (McDonald’s Corporation) is a large chain of fast food group, was established in 1954. Headquartered in Oak Brook, Illinois, USA. McDonald’s company’s best-known brands have more than 32,000 McDonald’s fast food restaurant, located in 121 countries and territories worldwide. 1990, McDonald’s in China (Shenzhen) opened its first restaurant. In many countries, McDonald’s represents an American way of life. Case playback: March 15, CCTV 3 #8226; 15 evening reported that a McDonald’s in Beijing Sanlitun occurred over chicken wings are not removed after the incubation period, the old charge of new dessert pie out of the ground and food processing to continue without spare other irregularities. 9 o’clock that night, the Beijing Municipal Health Authority several staff members rushed to the scene, McDonald’s Sanlitun store conduct surprise checks. Reporters followed inspectors access Houchu found their health situation is not optimistic, there are a lot of dough lined etc.. And the reporter did not find any time in the operating room equipment. Approximately one hour later, Health Authority staff test results released to the media, there were several problems found McDonald Houchu violations, and accordingly proposed a ‘health inspection.’ Inspection personnel, operating room during the inspection found that McDonald’s trash is not stamped, cold storing food store shelves some not, food and packaging materials are mixed up situation, and in the narrow lane found in several batches of bread without Pizi stored in Food-specific database. McDonald’s aspects related charge also rushed to the scene. The media, its public relations related to Miss Tian is not mentioned in providing CCTV reported employee handbook, she said, McDonald’s on the matter very seriously, will take the opportunity to strengthen internal