Copyright 2016. No quotation or citation without attribution.
UCSD - GPS CASE 16 - 07

McDonald’s and the Fast Food
Industry:
Solutions for a Healthier Future

By: Sophie Silvestri

School of Global Policy and Strategy, UC at San Diego
Prepared for Professor Peter Gourevitch
Course on Corporate Social Responsibility
Winter 2016

Copyright 2016. No quotation or citation without attribution.
EXECUTIVE SUMMARY:
Silvestri Solutions Inc. has been hired by the American Diabetes Association to respondto the issue of growing childhood and minority obesity and health risks—like Type 2 Diabetes—and develop a Corporate Social Responsibility (CSR) agenda with strategies to improve healthy
options at McDonald’s and similar fast food chains. McDonald’s targets advertising to children
and minority groups,1 which are vulnerable populations due to a greater lack of knowledge thanmore affluent, white populations on the following: food portions, caloric intake and important
rationing of certain ingredients. Medical Journals like American Journal of Managed Careconsider vulnerable populations “the economically disadvantaged, racial and ethnic minorities,
the uninsured, low-income, children, the elderly…” among others. 2 Even with growing
awareness of obesity and Type 2 Diabetes, cases of the two continue to rise and are inextricably
linked. McDonald’s is a mega corporation and profit maker from its sales of unhealthy food; it
reported profits of $1.31 billion in 2015,3 and their revenue sources are mainly food sales,
franchise fees, rents and royalties.
McDonald’s is contained by their shareholders, executive management and by themarket; their leadership focuses on profit-driven initiatives and their market desires affordable
and convenient food items. However, Silvestri Solutions, Inc., on behalf of the American
Diabetes Association, has warned executive management at McDonald’s multiple times about
the pressure point of obesity—an issue that continues to be addressed at the federal, state andlocal levels. McDonald’s has made some attempts to combat obesity, like substituting apples for
French fries and milk for soda in “Happy Meals,” but as the leading fast food chain in the U.S.,4
more needs to be done. Fast Food restaurants, although not the sole cause of the obesity crisis in
the U.S., are very responsible for its growing rates. In the sections of this report that follow,

Copyright 2016. No quotation or citation without attribution.
Silvestri Solutions Inc. will review two Scenarios for American Diabetes Association’s
consideration: Scenario 1 presents voluntary programs American Diabetes Association canpresent to McDonald’s. Scenario 2 (the recommend the Scenario) is a plan of action forlegislation starting in the State of California to require McDonald’s and other fast food chains to
reduce unhealthy ingredients from menu items. The two Scenarios are outlined in this section
and discussed in detail in the sections that follow.
American Diabetes Association has a professional relationship with McDonalds, as
McDonalds has sponsored some of its events and programs in the past;5 therefore, there iscommunication despite American Diabetes Association’s frustration with many of McDonald’s
unhealthy menu items. Scenario 1 initiatives are threefold: recreating the marketing relationshipwith McDonald’s, promoting healthier options to be included in government assisted foodprograms, including health warnings on television advertisements and including physical activity
in the television advertisements to promote healthy living in commercials, working with federal
agencies and the company’s marketing department, respectively. However, because legislation
could apply sanctions or injunctions on the fast food industry led by McDonalds, a different
strategy is recommended.
Scenario 2, the recommended strategy, is to address the issues from a California
statewide perspective and having American Diabetes Association sponsor legislation in the Stateof California, regulating the fast food industry on levels of allowable ingredients. American
Diabetes Association’s nonprofit has a good reputation as well as a strong and dedicatedfollowing. This legislation can use McDonald’s negative impact on obesity as an example but
augment the effectiveness of a “Stop Diabetes” campaign by including other fast food chains in
the legislation. In order to carry out these initiatives, Silvestri Solutions, Inc. recommends

Copyright 2016. No quotation or citation without attribution.
American Diabetes Association propose this legislation to the office of California
Assemblywoman Toni Atkins (House Speaker until March 10, 2016) before November 2016
because she is termed-out. This report includes the process to lobby for this legislation to reach
the California State Senate and ultimately be signed into law by California Governor Jerry
Brown. As referenced previously, McDonald’s sponsored American Diabetes Association’s
events in the past, but none recently. Therefore, Silvestri Solutions, Inc. understands there is noallegiance or potential loss of current sponsorship that would cause concern by pursuinglegislation.
BACKGROUND:As American Diabetes Association is aware, the U.S. Department of Health and Human
Services’ Office of Minority Health reports staggering numbers among minorities and childhood
overweight and obesity rates. One is considered overweight with a body mass index (“BMI”) of
25 or higher, and obese with a BMI of 30 or higher. African Americans are the population withthe highest risk for obesity, especially African American women—approximately four out of five
African American women are overweight or obese.6 Table 1 displays statistics for male andfemale populations over 20 years of age that are obese or overweight, based on race. Table 2A
displays statistics for male and female children who are overweight and Table 2B displays
statistics for all children (both male and female) who are obese, based on race. These statistics
will be helpful for the public to understand why the legislation is necessary to stop obesity inorder to “Stop Diabetes.”Copyright 2016. No quotation or citation without attribution.
Table 1: Male and Female Populations over 20 (Obese or Overweight) based on race

Men
Women

Non-Hispanic
Black
70.0%
80.0%

Non-Hispanic
White
73.6%
60.3%

Non-Hispanic Black/ Non-Hispanic
White Ratio
1.0
1.3

Source: CDC, 2013. Table 68.
http://www.cdc.gov/nchs/data/hus/hus12.pdf

Table 2A: Male and Female Children who are Overweight

Girls
Boys

Non-Hispanic
Black
24.5%
23.3%

Non-Hispanic
White
14.0%
18.6%

Non-Hispanic Black/ Non-Hispanic White
Ratio
1.8
1.3

Source: CDC, 2013. Table 69.
http://www.cdc.gov/nchs/data/hus/hus12.pdf

Table 2B: All children who are Obese, Based on Race
African American Non-Hispanic White African American/ Non-Hispanic White Ratio
25.7%
14.6%
1.8
Source: Federal Interagency Forum on Child and Family Statistics. America's Children: Key
National Indicators of well being. 2013. Table HEALTH7
http://www.childstats.gov/americaschildren/tables/health7.asp
Type 2 Diabetes Linked to Fast Food:
It is important for Silvestri Solutions, Inc. to reiterate statistics and information on healthrisks, as they valuable for Scenario 1 and especially for Scenario 2. They will serve as
background for proposed state legislation and support letters so the public can more easily
understand the linkage between fast food, obesity and thus, Type 2 Diabetes. Fast food, like
McDonald’s, has benefits, including convenience and cheap prices. However, the health risks

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overwhelm the benefits. By eating fast food regularly—which is usually high in sodium, fats,sugar, carbohydrates and calories—fast food patrons have the tendency to gain weight to thepoint of obesity.
Silvestri Solutions must communicate why obesity is predominantly caused by unhealthy
intake and lack of exercise, and these are leading causes of Type 2 Diabetes. At very heavy
weights, one’s body cannot produce enough insulin for all the weight to take glucose out of theblood. Thus, this overtasks the pancreas, and overtime, a person who is obese or overweight
becomes insulin resistant, or a Type 2 Diabetic.7 Type 2 Diabetes is the most common form of
diabetes,8 effecting nearly 29 million people in the U.S., according to the Center for Disease
Control, and roughly 86 million considered “pre-diabetic” or at risk for Type 2 Diabetes.9 Of the
29 million Type 2 Diabetics, approximately 4 million are Californians.10 These statistics can beeasily found on American Diabetes Association’s website and should be reiterated so moremembers of the public understand. Additionally, the potential legislation would drive moremembers of the public to research and discover facts about more risks and causes of Diabetes.
Containment by shareholders and the market:
McDonald’s is a publicly traded company (NYSE: MCD) and with 1,576 different
institutions holding shares and some individuals holding up to 87,500 shares, 11 there issignificant pressure for marketing efforts, like television commercials, that will drive profits andtherefore dividends to shareholders. Additionally, much of the targeted audience is low income
or under-informed populations and chooses McDonald’s as an affordable and convenient meal
outlet.12 For this reason and others that follow, Scenario 1 has a higher likelihood of stalemate
and ineffectiveness because it is not binding; McDonald’s could see these measures as more

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goal-oriented and will likely use this partnership with American Diabetes Association as a public
relations piece to boost their ever-volatile image in the media and public.
Field of social concern involving corporate behavior: ads to children and minorities
McDonald’s disproportionately targets their advertising to children. 13 Currently,
advertising is accused of being a factor in causing children's obesity, which contributes greatly toType 2 Diabetes; McDonalds is continuously accused of manipulating children to makeunhealthy decisions with nutrition, as they are not aware of its consequences. 14 Children under
the age of 12 make up a market that is estimated to represent $500 billion, consisting of personal
spending of $200 billion that includes snacks and soft drinks and $300 billion of indirectspending on food, among other items.15 The world’s second largest employer insists nutrition is
the responsibility of parents, not fast food companies like themselves. 16 The fast food industry
spends several billion dollars on advertising annually. Each day, the average preschooler, older
child, and teen views 2.8, 3.5, and 4.7 television ads, respectively. McDonalds is responsible for
25% of these advertisements. 17
Additionally, McDonalds disproportionately targets minorities, specifically African
Americans, and it is not a new trend; in fact, it is more than 30 years in the making. In 2010
alone, McDonald’s television advertisements featured 50% all African American casts andchannels watched more by African Americans like daytime court TV have more of theseadvertisements.18 In a study presented by the Rudd Center, commercials that feature healthiersnacks, like yogurt, are less likely to be seen on channels that have large Latino and AfricanAmerican viewership.19 McDonald’s has a website dedicated to promoting African American
culture, called 365Black.20 Dr. Imani Perry, from Princeton University’s Center for African
American studies spoke of the stereotypes:

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“McDonald’s direct marketing to African Americans has always troubled me, largely
because so many African Americans live in urban areas surrounded by fast foodrestaurants and with limited access to fresh produce and unprocessed food. It seemed to
add insult to injury to present this business as having any investment or interest in
African American history and culture.”
The image to the left is an example ofadvertising to African Americans in the
1970s. (Image source:
http://www.theatlantic.com/entertainment/archive/2015/06/casual-racism-andgreater-diversity-in-70sadvertising/394958/. Retrieved 11 March
2016).

These vulnerable groups tend to have less information on healthy diets than educated,affluent groups. McDonald’s is not the only fast food chain that targets these populations, but as
it is the corporate giant of fast food, their decision makers have an opportunity to lead the effort.
According to the Fast Food F.A.C.T.S. (Food Advertising to Children and Teens Source),
McDonald’s scores very low on the healthy kids’ menu list at fast food chains, scoring at a low
38, 41 and 42 out of 49 fast food healthy kids’ menu options; Arby’s Burger King, Subway,Copyright 2016. No quotation or citation without attribution.
Sonic, Jack-in-the-Box and Chick-Fil-A scored higher.21 As the largest fast food chain in theworld, according to Forbes, McDonald’s can do better.22 F.A.C.T.S. rates kids’ meals by the
Nutrition Profiling Index (NPI), which scores an overall nutritional quality based on calories, andvariance of healthy and unhealthy ingredients including sodium and saturated fat, as defined by
the National Center for Biotechnology Information.23 A snapshot chart of fast food chainsscoring 19-40 in the list of NPI kids meal ratings is shown below in table 3:
Table 3:KIDS MEALS AT FAST FOOD RESTAURANTS
NPI: SORTED BY AVERAGE SCORE OF MAIN DISH, SIDE DISH, BEVERAGE
AND SNACK/DESSERT:
MAIN
SIDE
RANK RESTAURANT
DISH
DISH
BEVERAGE DESSERT
19 JACK IN THE BOX
687070
20 BURGER KING
64
78
70
21 BURGER KING64
78
70
22 SUBWAY
72
82
76
23 SUBWAY
72
82
72
24 SUBWAY
78
82
72
25 ARBY'S
66
68
70
26 BURGER KING
64
78
70
27 CHICK-FIL-A
60
78
72
28 CHICK-FIL-A
42
78
72
29 JACK IN THE BOX
6870
70
30 ARBY'S
50
7872
31 ARBY'S
50
78
72
32 SONIC
48
82
72
33 BURGER KING
64
78
72
34 SONIC
4482
72
35 BURGER KING
50
78
72
36 KFC
62
78
70
36
37 WENDY'S
46807238 MCDONALD'S
44
78
72
39 CHICK-FIL-A
50
78
72
40 KFC
62
86
70
36

Copyright 2016. No quotation or citation without attribution.
Source:http://www.fastfoodmarketing.org/media/fastfoodfacts_rankingtable_bestworstkidsmeal
s.pdf.
Retrieved 27 January 2016.

STRATEGIES IN RESPONSE TO SOCIAL CONCERN:SCENARIO 1: Not recommended
Silvestri Solutions Inc. has prepared the following recommendations for American
Diabetes Association to present to McDonald’s as a final attempt to make a more significant
difference in the growing obesity and diabetes crisis. This could be effective, but only as much as
McDonald’s is willing to make it effective. It is not binding, and American Diabetes Association
does not have a guarantee of tangible results if successful.
1. To promote healthier options while making up for the cost of the proposed improvements and
CSR, McDonald’s’ corporate lobbyists should campaign for the United States Department ofAgriculture (USDA) to add only healthy Happy Meals and other menu items—under 500
calories—to the Supplemental Nutrition Assistance Program (SNAP) card program. Specificnutritional ingredients would be required to qualify. This effort can be augmented by other fast
food chains that offer healthier food options and wish to contribute to lobbying efforts for EBT
to be accepted for only healthy menu items. A risk involved with this is the National Restaurant
Association has the ear of many lawmakers in Washington D.C., and logjam may be inevitable if
the association does not respond positively to this effort.
2. Similar to television commercials for prescription drugs, McDonald’s should have healthwarnings, specifically on their advertisements for foods. Furthermore, McDonald’s should
disclose when certain items are high on the glycemic index and contain more than theCopyright 2016. No quotation or citation without attribution.
recommended consumption of sodium, sugar and calories from fat. This would include menu
items over 500 calories and with recommended ingredients from the stakeholder ad-hoc
committee. Again, the risks involved include McDonald’s corporate lobbyists’ influence(including the National Restaurant Association). They have contacts and clout with Washington
D.C.’s Federal Communications Commission that oversees public broadcasting and is theoversight agency that would be in charge of commercial requirements.
3. McDonald’s’ CSR model should include more support of physical activity to counter thecaloric intake in their food. For example, if there is a low-income community whose school
district was forced to cut after school activities like sporting teams or physical education classes
due to budget constraints, McDonald’s should sponsor these teams with part of their marketingbudget in lieu of a percentage of their direct spending on TV ads. McDonald’s executive
management within their marketing department can make this decision and carry out this effort.
However, there would be no binding contract, and they would typically only sign on if it willbring about positive public relations for the company. American Diabetes Association is looking
for tangible results, and Silvestri Solutions, Inc. is committed to bringing about these tangible
results.

Explanation of Scenario 1:
McDonald’s could consider including nutritional value and recommended daily intake of
specific ingredients in television commercials an anticipatory initiative. McDonald’s and otherfast food chains already have to disclose calories on menu items in the restaurants, andlegislation for television advertisements—like drug commercials—are likely not in the distantCopyright 2016. No quotation or citation without attribution.
future. Should McDonald’s start this campaign of honesty, other fast food chains will likely haveto follow. Warning label-type wording is typically in small font, but legible so that the consumer
can read it if they so choose. McDonald’s, however, is not known to be proactive, but rather,
reactive. Their improvements in menu items in the past did not stem from their management’s
concern for health—it was, instead, their reaction to general outcry from the public.
It has been well documented that physical activity stimulates learning at school. 24
Sponsoring physical activities, classes and team sports at low-income schools can be part of
McDonald’s marketing budget. In lieu of additional spending for television commercials
targeting these markets, McDonald’s can instead earmark a percentage of the budget to several
school districts that could use funding to provide more physical fitness for students. Sponsorshipof these programs and events is not only a good CSR tactic but has indirect marketing of
McDonald’s as a community steward vs. a relentless advertiser. Silvestri Solutions, Inc. canprovide these recommendations to McDonald’s. However, as stated previously their executive
management will see them as recommendations and not as obligations.
Costs of Credibility:
Silvestri Solutions Inc. sites multiple sources and statistical analysis as evidence to thesocial concern of childhood and minority obesity being directly related to the disproportionate
advertising to these groups by McDonald’s and other fast food chains, as American Diabetes
Association is aware:
According to the Federal Trade Commission, “responsible marketing can play a positiverole in improving children’s diets and physical activity level.”25 Numerous studies havebeen done by the Yale Rudd Center for Food Policy and Obesity that found directCopyright 2016. No quotation or citation without attribution.
relationships between the marketing of fast food giant McDonald’s and childhood andminority obesity levels increasing. Despite new, healthier options at McDonald’s, theU.S. Centers for Disease Control and Prevention reports that two-thirds of American
adults and 15 percent of children are overweight or obese. Additionally, the rate ofobesity for African Americans is 51 percent higher than for white Americans.26
Just because McDonald’s offers a healthier alternative to the “Big Mac” does not meanthat advertising the unhealthier options disproportionately to children and minorities should be
acceptable corporate behavior. As a part of Scenario 1, American Diabetes Association would
bring this issue to executive management at McDonald’s and attempt to convince them that, withcurrent and future regulations on consumables, they need to be ahead of the curve with creative
solutions for combatting obesity. If they do not do this now voluntarily, they will likely berequired to with regulations later. Because this would not be a binding agreement, Silvestri
Solutions favors Scenario 2, which is presented in the next section of this report.
Additional costs of credibility of these proposals to the USDA are independent and third
party analyses of the value of these proposals. Regardless of which scenario American Diabetes
Association opts for, Silvestri Solutions, Inc. recommends the formation of an ad-hoc
community stakeholder group of NGOs focusing on nutrition, health, education and medical
improvement to give recommendations on ingredients and nutritional value of the proposed
menu items allowable by SNAP program, or to be included in back up documents for legislation.
Silvestri Solutions will facilitate this outreach in conjunction with USDA or Assemblywoman
Atkins’ staff and mutually select the committee members so they are balanced, well-intentioned
volunteers and advisory in nature.

Copyright 2016. No quotation or citation without attribution.
SCENARIO 2: Recommended
Since California is McDonald's biggest US market,27 and the state leads the world onother regulatory issues, Silvestri Solutions, Inc. would propose legislation to someone in the
California State Legislature. With a democratic majority, McDonald’s lobbyists that have moreconnections with right-wing politicians will not likely gain enough traction to block such
legislation. Assemblymember Toni Atkins has publicized her staunch support for "healthierlifestyles" to battle heart disease and diabetes, and Governor Brown signed 9 out of 10 bills she
authored in 2015.28 Silvestri Solutions, Inc. has professional relationships with her staff, as wellas contacts from American Diabetes Association that worked with her office on National
Diabetes Month. Silvestri Solutions, Inc. strongly recommends this scenario, as it could be a very
effective way to tackle the obesity and diabetes issue stemming from fast food like McDonald’s.
Assemblywoman Atkins would be the external monitor of McDonald’s, championing a leading
cause for Type 2 Diabetes.
A sample of the legislation for this bill is depicted on the next page. Legislation isreviewed by different committees, typically, and will be amended several times before becoming
law. The sample would be how the bill is introduced; once vetted with staff and stakeholders andthrough appropriations, it would be expanded with more detail. Silvestri Solutions, Inc. will be incommunication with Atkins’ staff throughout the cycle.

Copyright 2016. No quotation or citation without attribution.
Sample Legislation:

Source: Format from leginfo.ca.gov. (http://www.leginfo.ca.gov/pub/15-16/bill/asm/ab_02010250/ab_226_bill_20150203_introduced.html; Retrieved 14 March 2016).

Copyright 2016. No quotation or citation without attribution.
Why California?
California sets examples for the rest of the nation on a number of regulatory issues,
including environmental sustainability and labor practices. This legislation would focus on thehealth of the consumer, and California elected officials will see a healthier consumer being in
California’s best interest. The state politicians have the ability to make a difference in steering
the nation towards a healthier future by enacting legislation as such. Proposing a bill that willserve as an example for other states to follow. The bill could be formulated to require certain
ingredients and prevent others to make it healthier. Additionally, it Assemblymember Atkins’
last few months in office, and it would solidify her position on the fast food issue as well as
finish her term on a positive note in the eyes of her constituency (San Diego, one of thehealthiest cities in the nation 29) and fellow Democratic cohort. Silvestri Solutions, Inc. isconfident attempting to push this potential bill at the federal level would be a nonstarter, due topolitical climate in Washington with a Republican majority.
Incentives:
McDonald’s has incentive to cooperate with the legislation, as it could be unfavorable
public relations should their corporate lobbyists and attorneys try to sue the state. McDonald’s
already deals with a host of reputational issues. Since this bill will be written not to push it out of
the market, but to require healthier ingredients in conjunction with California’s growing
awareness on health and Diabetes, it behooves their executives and Board to cease outward
resistance. Once the bill passes—which is highly probable, considering Assemblywoman Atkins’success rate, dedication to the issue of Diabetes and influence in the state legislature—
McDonald’s will have to comply with the legislation. Its modes of pressure would be
implementing the bill’s requirements and financially backing new ingredients. Management andCopyright 2016. No quotation or citation without attribution.
the Board’s incentives not to comply would be to save on cost of new ingredients and leave
California to expand elsewhere. However, as California is their biggest market, this is very
unlikely, as it will cost them far more money to move 1,492 franchises and restaurants out of
California than it will to incur costs of healthier ingredients for the state. Perhaps they will evengain market share of those who prefer healthier options in their diets, but still need a quick,convenient and affordable meal. The chain of influence is the chain of resistance, typically. Just
because McDonald’s management created “healthy happy meals” with apples and milk as
substitutes for fries and soda does not mean they solved all the problems with diet-related disease
due in part to their unhealthy items.
Scenario 2 Plan of Action:
Silvestri Solutions, Inc. will make presentations to nonprofit boards (i.e. Neighborhood
Healthcare, Hearts for SD, Live Well SD, American Heart Association, Alliance Healthcare
Foundation and La Jolla IAI) asking for letters of support to send to the bill author; this will
make the bill more passable with a mobilized support group. If Silvestri Solutions does not havean opportunity for a presentation to these boards, it will call the nonprofits explaining the bill andthen send information and a template support letter. Silvestri Solutions, Inc. will also write press
releases or opinion editorials as pressure points to spread the word about the bill. Newspapers
included will be: major city news outlets like Los Angeles Times, San Diego Union Tribune, San
Francisco Chronicle and the Sacramento Bee. Silvestri Solutions, Inc. will direct the public to
American Diabetes Association’s website and Facebook page where the template letter will beeasily downloadable. This way, it can receive public support along with organized support. Allof this will be done under the American Diabetes Association’s contract for implementing lastingchange in tackling Type 2 Diabetes. Below is the template letter.

Copyright 2016. No quotation or citation without attribution.
Template Letter:

Plan of Action, Continued:

Copyright 2016. No quotation or citation without attribution.
Silvestri Solutions, Inc. will see the regulation through to fruition by using longstanding
relationships with Assemblymember Atkins' office (Silvestri Solutions started a professional
relationship with her during her San Diego City Council District 3 tenure and she still has someof the same, helpful staff). Silvestri Solutions, Inc. will not only carry out lobbying and public
relations efforts to gather support from various associations and mobilize public support, but will
also utilize spread the word through events. American Diabetes Association sponsors “Tour deCure,” an annual, multi-city cycling event to bring awareness and a cure for Type 2 Diabetes.
Silvestri Solutions, Inc. will take advantage of the fact that participants and family members ofparticipants already have an appreciation for the hardships of the disease. At these events,
Silvestri Solutions, Inc. will hand out literature to these concerned citizens at a booth near thefinish line. The cost of airfare for this effort is still less than the increased cost of lobbying in
Scenario 1.
Evaluation of Costs:
There are costs associated with the hiring of Silvestri Solutions, Inc., for which American
Diabetes Association has already enlisted services to address this matter. There are additionalcosts associated with the contracts McDonald’s has with corporate lobbyists at the federal level
who will be conducting outreach with USDA and federal regulators after completing
recommendations of the proposed ad-hoc committee, for Scenario 1.
Scenario 1 is approximately $50,000 higher in cost than Scenario 2, due to costs forlobbying outside established contracts, but with less travel on the part of Silvestri Solutions, Inc.
Public relations consulting fees by Silvestri Solutions, Inc. to carry out the effort for Scenario 2
is more financially feasible for American Diabetes Association. A breakdown costs is below, notincluding the additional $50,000 in corporate lobbyists fees:Copyright 2016. No quotation or citation without attribution.

CONCLUSION:
Scenario 2 is the preferred and recommended Scenario as American Diabetes
Association, as a nonprofit, has a strong and dedicated following and will have more guaranteeof results to fight Diabetes—especially due to childhood and minority obesity—with better
nutrition in fast food chains via legislation. Scenario 1 encourages McDonald’s to have theirlobbyists to act on behalf of the corporation with no guarantees of healthier nutrition; there areCopyright 2016. No quotation or citation without attribution.
more risks of federal gridlock and no specific legislation. Additionally, McDonald’s is containedby their executive management, board and shareholders and does not have a history of proactive
programs that are anticipatory and health-oriented. Scenario 1, while worthy, could be seen as a
CSR public relations opportunity for McDonald’s management. Scenario 2 is also notguaranteed, but considering the success rate of Assemblymember Atkins’ bills being signed into
law by Governor Brown, and the fact that California typically leads the nation (and sometimes
the world) on regulatory issues, it is a strategic place to start. American Diabetes Association has
the opportunity to create real change and progress combatting Type 2 Diabetes, and Silvestri
Solutions, Inc. is standing by available for questions, concerns, and if directed, to pursue thisCSR project.

Copyright 2016. No quotation or citation without attribution.
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24
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25
https://www.ftc.gov/food-marketing-to-children-and-adolescents Retrieved 2 March 2016.
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http://firstwefeast.com/eat/states-with-the-most-mcdonalds/. Retrieved 24 January 2016.
28
http://asmdc.org/speaker/news-room/district-reports/november-2015-enews. Retrieved 20 February
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29
http://www.forbes.com/pictures/eigl45hfh/13-san-diego-calif/ Retrieved 14 March 2016.