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This negative publicity coupled with customers' desire for more health-conscious products caused a loss in profits for McDonalds.
In an effort to reverse the decline in sales and improve its image, McDonalds launched a multi-million dollar "Balanced, Active lifestyles" campaign. Their strategy involves diversifying their menus to include salads, water bottles, fruit, and other healthy alternatives. To further shed the negative light caused by the documentary and lawsuits, McDonalds has donated 7 million dollars to the American Heart Association (Manning, 2005). They have cut back on opening new stores and invested more on their marketing campaigns...
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