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McDonald’s is taking a big step to restore customer confidence and recover from the recent E. coli outbreak linked to its Quarter Pounder hamburgers. The fast-food giant announced a $100 million investment to support affected franchisees and marketing strategies to lure customers back to its restaurants.
The E. coli outbreak, which sickened over 100 people across several states, forced McDonald’s to temporarily halt the sale of Quarter Pounders in certain regions. The company quickly identified and removed the contaminated onions, the source of the outbreak, from its supply chain.
In statement released by McDonald’s, the plan is to invest a: “A total of $65 million will be invested into supporting franchisees who have lost business, targeting those in the states that were most affected & accelerate recovery and support the most heavily impacted franchisees.”
According to the statement, McDonald’s found an alternate supplier for slivered onions so they can resume the sale of the Quarter Pounder which had been removed from the menu in the midst of the outbreak.
As part of the plan to bring back customers, the chain launched First Bites, a campaign which includes a new value deal available on the app where customers can get10 Chicken McNuggets for $1. Earlier in the month, they also announced the return of Spicy McNuggets to select markets in the US.
They also confirmed that the $5 Value Meal Deal will be sticking around this month.
McDonald’s aims now is to reassure customers that it is taking the necessary steps to regain their trust and confidence. As the fast-food giant works to right the ship, it will be crucial to monitor its recovery efforts and assess the long-term impact of the outbreak on its business.
