The fast-food industry is a frequent and easy target for activists with agendas ranging from obesity to animal rights.
McDonalds has been dragged into court for claims that it's food products make people fat– setting aside any personal responsibility of the individual consumer. A recent documentary showed what happened to a man after consuming only McDonalds' food for one month. The film is highly acclaimed and highly controversial.
No question, the companies commit a lot of time, money, personnel and energy to keeping negative publicity at bay. Many fast-food companies have embraced low-carbohydrate and low-fat menu options. Wendy's has long offered a variety of salad options. McDonalds now offers adult Happy Meals with a high-health emphasis.
Still, the companies have shied away from posting their foods' calorie and nutritional information on site. (You could go to the respective Web sites and get the low-down.) But now in a bold move, Burger King has stepped forward.
The home of the Whopper will display posters that offer detailed information on fat, calories, carbohydrates, cholesterol and other key nutritional metrics right in the store.
The posters provide data on some 129 Burger King food items. In addition to the raw nutritional numbers, the posters offer color-coded entries designed to steer customers toward low-fat, low-carb or low-calorie items. Ingredients for specific products also are listed.
The posters go farther than any other fast-food company has gone to date, said a company spokesperson. "You're going to get a very clear picture [of product nutrition]. This is not something you can readily obtain in fast-food and quick-service-restuarant environments."
Hmmm...can you say niche market? A smart and bold move that will raise the bar for BK's competitors. It's also an indication of the thinking, attitudes and motivations of folks further along the pork chain that use your raw product.