In 2010, the term 'pink slime' emerged online, referring to mechanically separated meat used in chicken nuggets, which sparked widespread public concern. In response, McDonald's released a video clarifying their chicken nugget preparation process and strategically invested in advertising to counteract the negative publicity. The document emphasizes that transparent communication during a crisis can reassure stakeholders and maintain trust in a company's commitment to quality.

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 million
› 4.9 million returned to share holders
 2010
› Annual revenue 24.7 million
› 5.1 million returned to share holders
 2013
› Annual revenue 28 million
› 4.9 million returned to share holders

8.  Responding head on and honestly to
allegations is an affective way to handle
a crisis. It 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

10.  http://www.youtube.com/watch?v=T67
DvoH2H3E