I've got to say, I've got very mixed views about this:
In a world first, McDonald's Australia has spent the past 12 months modifying its recipes, creating new meal combinations and procedures to comply with standards set by an independent health organisation.
Yep, the National Heart Foundation of Australia is spruiking for McDonald's.
A number of things make me rather uneasy about this:
Firstly, people have a very vague idea of what the Heart Foundation Tick means. From the Tick Program FAQ:
- What does the Tick on food mean?
- All Tick approved products represent a healthier choice. For example, the Tick Program approves some meat pies, as they are lower in saturated and trans fats, and sodium than their regular counterparts. In the supermarket bread with the Tick is a healthier choice of bread. Cheese with the Tick is a healthier choice of cheese. When eating out, a meal with the Tick is a healthier choice of meal.
So it's a relative rather than an absolute position, and given the baseline point of comparison at a fast food outlet…
Secondly, the tick covers only nine meals not all of McDonald's food. No doubt there will be some confusion over what's healthy and what's not.
Thirdly, McDonald's has mastered marketing and persuasion. I wonder when someone orders a Heart Foundation Ticked meal, will they be asked if they want fries and/or a Coke with that?
Finally, how many kids are going to find any of these meals attractive?
- Herb Fusion Warm Chicken Salad, Berrynice Yoghurt Crunch & Water
- Lean Beef Burger, Garden Salad & Medium Orange Juice
- 3 McNuggets, Garden Salad & Medium Orange Juice
- 6 McNuggets, Garden Salad & Medium Orange Juice
- Hamburger, Garden Salad & Medium Orange Juice
- Tandoori Chicken Deli Choices Roll, Berrynice Yoghurt Crunch & Medium Orange Juice
- Thai Chicken Deli Choices Roll, Water & Apple
- Filet-O-Fish, Garden Salad & Medium Orange Juice
- McChicken, Garden Salad & Water
On the other hand, if they are prepared to submit to and comply with the program, why shouldn't a fast food provider earn the Tick? You could argue that it's a clever move—accepting the reality that Australians are eating out of home more often and working to improve the nutrition of those foods.
But I still can't help thinking that this particular decision devalues the Tick—to me it comes away feeling just a little greasy…
Comments
Then of course there is the fact that you have to PAY to put the tick on your product...even if the product is the healthiest option around it doesn't get the tick if you don't write the check.
e.g. The Family Spread
If you think that is bad, what about the Melbourne Children's Hospital having a MacDonalds onsite. What message is this sending our kids? I know MacDonalds does some fantastic things with the Ronald MacDonald Houses but that does not absolve them from making bad unhealthy food. Nor brain washing our kids with toys and funny looking clowns.
Warwick's point was certainly not lost on me—and indeed the Heart Foundation makes no bones about it on their FAQ: the Tick is a fund raiser. And for a company like McDonald's the PR value makes it money very well spent.
As for Ryan's point…don't get me started!