A case of poisoning from Escherichia coli has put the most famous fast food chain in the world: McDonald’s into crisis. According to the Centers for disease control and prevention (Cdc), the bacterium has been linked to Quarter Pounderone of McDonald’s iconic sandwiches. The toll is serious: 49 people reported unwell and one man died. The health emergency has had consequences a Wall Streetwhere the title lost more than 7% in the first hours of trading.
McDonald’s alert in the United States: the Quarter Pounder case
The epidemic has mainly affected two American states, Colorado And Nebraskawhere most cases of poisoning have been reported. American health authorities immediately launched an alert to warn consumers of the potential danger linked to consumption of foods contaminated in McDonald’s restaurants.
Escherichia coli, a bacterium that can cause serious gastrointestinal problems and, in severe cases, kidney damage, has been linked to raw onions used in the famous Quarter Pounder sandwiches.
The health case quickly turned into a economic case. McDonald’s, which was already struggling to bring customers back to its restaurants with cut-price menus to combat inflation, is now faced with a food safety challenge, with serious repercussions on consumer confidence.
What did the company say?
Despite the panic aroused by the news, McDonald’s tried to contain media damage and reassure its customers. The president of McDonald’s USA, Joe Erlingersaid in an interview that customers can feel confident in continuing to order from the chain’s restaurants, despite the outbreak. In fact, as a precautionary measure, the Quarter Pounder it has been removed from the menu in 10 US states, including Colorado and Nebraska.
According to a preliminary investigation conducted by Food and drug administration (Fda)raw onions used in Quarter Pounders may be the main source of contamination. McDonald’s confirmed that it is working closely with the agency to identify the source of the onions and resolve the issue. The chain also implemented stricter control measures on its suppliers and suspended the use of raw onions in affected restaurants.
A 7% case: the economic impact
The health crisis immediately turned into an economic blow for McDonald’s. The chain’s stock fell by more than 7% on Wall Street in the first hours of trading. Companies in the fast food sector are particularly exposed to events of this type, where even a minimal contamination can lead to serious image damage and financial repercussions.
Market analysts have downgraded McDonald’s stock, fearing that the Escherichia coli case could have long-term negative effects on consumer behavior. While McDonald’s is trying to limit the damage, it remains to be seen how the chain will be able to regain customer trust and regain its stable position in the market.
What are the guilty sandwiches? The name changes
The Quarter Pounderthe sandwich implicated in the outbreak, is one of the most recognizable products on the McDonald’s menu in the United States, but its name changes in many countries. In Italyfor example, the Quarter Pounder was known as McRoyal Deluxebut it has been out of production for several years. In other countries it changes name, for example:
- in Swiss the same sandwich is sold as Cheeseburger Royal
- in Germany is called Royal TS Burgers
- in Russia took the name of Grand Cheeseburger
The name changes, but not the recipe: grilled beef, the culprits raw onionscucumbers, cheese and sauces.
