2. In 2010 stories began
popping up all over
the internet about
“mechanically
separated meat”
Nicknamed “Pink
Slime”
3. Allegedly it is the product of smashing
and entire chicken and passing it
through a grinder (Eyes, bones, guts,
tendons and all)
This paste is then soaked in ammonia to
kill bacteria, flavored artificially, and
finally dyed to get rid of the pink color
4. News stations,
magazines, blogs,
and YouTubers ran
with the Pink Slime
Chicken story. All
urging people to
stay away from
Mcdonald’s and
other fast food
chains.
5. McDonald’s released they’re own video
dispelling the rumors by walking their
potential buyers and customers through
the chicken nugget making process
https://www.youtube.com/watch?v=Ua
5PaSqKD6k
6. McDonald’s also
bought above the
fold space for
Google searches
pertaining to the
incident
7. 2006
› Annual revenue 21.6 billion
› 4.9 billion returned to share holders
2010
› Annual revenue 24.7 billion
› 5.1 billion returned to share holders
2013
› Annual revenue 28 billion
› 4.9 billion returned to share holders
8. Responding head on and honestly
reassures business partners, future buyers,
and customers of the company’s
integrity and commitment to quality.
9. http://www.aboutmcdonalds.com/content
/dam/AboutMcDonalds/Investors/McDs201
3AnnualReport.pdf
https://www.aboutmcdonalds.com/conten
t/dam/AboutMcDonalds/Investors/C-
%5Cfakepath%5Cinvestors-2006-annual-report.
pdf
http://www.aboutmcdonalds.com/content
/dam/AboutMcDonalds/Investors/C-
%5Cfakepath%5Cinvestors-2010-annual-report.
pdf
The video has about 4.6 million views. The Mcdonald’s released video has almost as many views the “Pink Slime” videos
The first hit is from the McDonald's website itself, then pictures from the video McDonald's released, then the video Mcdonald’s released, then an array of accredited news stations like CNN and Time articles dispelling the rumors as well.