Last week I came across the story of an Arizona college professor and mother of four, Dr. Erin Carr-Jordan, who discovered alarmingly unsanitary conditions at several area McDonald’s children’s play areas. If you missed it, here’s the story and a shocking video tour of her local McDonald’s Playland.
As a parent of four young children myself, I find this story disturbing on many levels. Aside from exposing children to harmful bacteria and pathogens (including fecal contaminants) due to apathy and negligence, McDonald’s has also displayed indifference towards Carr-Jordan’s feedback and violated the Corporate Values trumpeted on its website.
Although she complained to four different managers on six separate occasions (in addition to sharing her concerns with McDonald’s Corporation), nothing was done over a period of weeks to address the cleanliness of the children’s Playland structure seen in the video.
If McDonald’s is willing to neglect public areas like Playland structures, what happens behind the scenes in parts of the restaurant that are off-limits to customers? And if they disregard a mother’s feedback concerning the safety and well-being of her children—especially during this time of unprecedented transparency inspired by social media—what do they do with feedback that other customers share pertaining to other issues?
While McDonald’s is heralded as the model of operational consistency, it appears as though its actions in response to Carr-Jordan’s revelations of the appalling conditions within its Playland structures have been decidedly inconsistent with the corporate values expressed on its website.
In a section of its website titled McDonald’s Corporate Responsibility = Values in Practice, the company asserts that “corporate responsibility is about living our values each and every day. It’s about taking action, achieving results and always maintaining open lines of communication with our customers and other key stakeholders.”
“…maintaining open lines of communication with our customers…” Really? How does banning Carr-Jordan from visiting eight local McDonald’s restaurants in an attempt to thwart her efforts to hold them accountable and silence her criticism demonstrate corporate responsibility?
McDonald’s elaborates further on its corporate values:
We place the customer experience at the core of all we do
Our customers are the reason for our existence. We demonstrate our appreciation by providing them with high quality food and superior service, in a clean, welcoming environment, at a great value.
“…in a clean, welcoming environment…” Really? Have you seen the video?
We operate our business ethically
Sound ethics is good business. At McDonald’s, we hold ourselves and conduct our business to high standards of fairness, honesty, and integrity. We are individually accountable and collectively responsible.
“We are individually accountable and collectively responsible.” Really? How does ignoring Carr-Jordan’s feedback and banning her from its restaurants support this value?
We strive continually to improve
We are a learning organization that aims to anticipate and respond to changing customer, employee and system needs through constant evolution and innovation.
“We are a learning organization that aims to anticipate and respond…” Really? How does devaluing Carr-Jordan’s findings and attempting to silence her contribute to this value?
Instead of resisting its critics, McDonald’s should embrace them. Consider how this story might have played out if McDonald’s decided to acknowledge Carr-Jordan’s feedback as valid and initiated protocol to ensure the proper maintenance and sanitation of its children’s play areas.
It should not require YouTube videos, unflattering media reports, public pressure, and regulatory action to force McDonald’s and other corporations to do what is in the best interest of their customers and in alignment with their professed corporate values.
I’m not lovin’ the way McDonald’s has responded to this important issue. While Carr-Jordan is doing the heavy lifting of consumer (and child) advocacy in this case, I am committed to promoting her cause and boycotting McDonald’s restaurants until this issue has been addressed in a meaningful and responsible way.
Will you join me?
