WSJ: McDonald’s Looks to Rebuild Trust With Customers

Executives discuss the company’s financial outlook after E. coli outbreak.

October 30, 2024

McDonald’s executives said they are committed to regaining consumers’ trust following an E. coli outbreak that sickened dozens, reported the Wall Street Journal.

“McDonald’s said that sales and guest counts fell in the days following federal officials’ announcement of the outbreak last week. The company reaffirmed most aspects of its financial expectations for the year, under what executives said was the assumption that the E. coli outbreak won’t significantly depress business,” said WSJ.

McDonald’s executives told investors on a call Tuesday morning that they did not expect the episode, which started in late September, to have any “material” effect on the company’s 2024 earnings, The New York Times reported.

During the call, McDonald’s acknowledged that “public perception issues could linger; regaining trust around food safety and rebuilding momentum in its business could be a challenge, they said. Since the start of the E. coli outbreak, the company’s daily U.S. sales have fallen and fewer customers have visited its restaurants,” wrote NYT.

“We stand ready to do more, if we need to, to make sure that we are bringing the full resources of McDonald’s to bear to re-engage the customer,” Chris Kempczinski, the QSR’s chairman and chief executive, said on the call.

Kempczinski apologized to customers on the call and said the company believes the food safety situation has been contained. The company is bringing back Quarter Pounders to restaurants in affected areas.

“We are certainly very sorry if someone got sick at our restaurant for eating an onion that we use on our QPC,” Kempczinski said, referring to the chain’s Quarter Pounders.

WSJ reports that health authorities are still investigating the outbreak’s source, and that McDonald’s and Colorado health authorities had ruled out the chain’s beef as of Sunday, with the attention now on slivered onions previously served on Quarter Pounders.