Beth Kowitt’s “Inside McDonald's Bold Decision to go Cage Free” examines the recent decision of Steve Esterbrook, CEO of McDonalds international, to transition to a completely cage-free poultry intake and, more specifically, the individual barriers the cooperation will face throughout this 10-year transition. Esterbrook, who owes his success to the introduction of All-Day Breakfast options, purging the hamburger buns of high fructose corn syrup, and ending the use of many key antibiotics in the corporation's meat products, is striving to cater to the buzz words generated by today’s society such as “organic” and “cage free”. This transition to environmentally conscious products has spurred many other food producing companies to transition in similar ways to cater to consumer interest. So begins the re-introduction of old fashioned chicken farming techniques.
Consumer Interest as a Driving Factor of Industry
The notion that the customer’s desire drives every decision that is made in a multinational corporation does not come as a shock to anyone. The reasoning behind Esterbrook’s decision to switch to cage free poultry is simply that it is what the consumers are demanding--it is most assuredly not the economic choice seeing as how cage free farm operations tend to cost 2-3 times more than …show more content…
This is because of a newfound desire of many millennials to participate in the sustainability movement, causing them to shy away from restaurants such as McDonalds who are notorious for executing highly unsustainable practices. In theory, this transition to cage-free would alter the current perception of McDonalds so that the more progressive generations would begin to eat there again. However, it appears that society is progressing faster than McDonalds can keep up and by the time this cage-free initiative in implemented, the word will not hold as much weight as it does
Consumer Interest as a Driving Factor of Industry
The notion that the customer’s desire drives every decision that is made in a multinational corporation does not come as a shock to anyone. The reasoning behind Esterbrook’s decision to switch to cage free poultry is simply that it is what the consumers are demanding--it is most assuredly not the economic choice seeing as how cage free farm operations tend to cost 2-3 times more than …show more content…
This is because of a newfound desire of many millennials to participate in the sustainability movement, causing them to shy away from restaurants such as McDonalds who are notorious for executing highly unsustainable practices. In theory, this transition to cage-free would alter the current perception of McDonalds so that the more progressive generations would begin to eat there again. However, it appears that society is progressing faster than McDonalds can keep up and by the time this cage-free initiative in implemented, the word will not hold as much weight as it does