Tags: Donald Trump | Hillary Clinton | Media Bias | mcdonalds | nordstrom

McDonald's Insults Its Customers — and Their Intelligence

McDonald's Insults Its Customers — and Their Intelligence

By Friday, 17 March 2017 09:30 AM Current | Bio | Archive

Imagine this tweet: @BarackObama You are actually a disgusting excuse of a president and we would love to have @GeorgeBush back, and also you have big ears.

Now, picture what would happen to the CEO of the company sending this tweet. The board would fire him and all those responsible for it.

Then, visualize the sidewalks around the headquarters and branches of said company. They’d be full of protestors sporting "Boycott" and "You’re a Racist" placards.

Headlines on CNN and MSNBC, and in The New York Times and The Washington Post, would be wall-to-wall Armageddon.

This incident did happen. The offending company is McDonald’s. But, the targeted president is Donald Trump and the wistfully desired former president is Barack Obama. The only difference: tiny hands instead of big ears.

After one hour, during which the tweet was retweeted 1,500 times and liked 1,600 times, McDonald’s deleted the affront, claimed that its account was "compromised" and indicated that it is investigating the matter.

It did investiage the matter and determined that the culprit was an external source. 

Turns out that the executive vice president and global communications chief of McDonald’s, the man responsible for all corporate tweets, is none other than Robert Gibbs, former press secretary of Barack Obama.

Did the board fire Steve Easterbrook, the CEO of McDonald’s? No. Robert Gibbs? No. Any protests? Zero. Hyperventilating on CNN or MSNBC? None.

Not only were there no protests, many Twitter followers offered to donate money and buy McNuggets meals for the homeless, if McDonald’s would restore the deleted tweet.

As of this writing, 24 hours after the offense, McDonald’s has issued no apology to President Trump or the American people. And, if Mr. Easterbrook does eventually expiate, it will be fake and too late.

The damage is done. 

Had McDonald’s maligned Barack Obama — because of a rogue employee or hacker or any other reason — CEO Easterbrook would have been on his knees, on national TV, begging Mr. Obama for forgiveness. He would have offered the Obama family free burgers for life.

The same protocols and respect don’t apply to President Trump.

Here’s the rub: Any company or person attacking Donald Trump is, in fact, assaulting and insulting the millions of voters who put him in the White House.

I’m certain that many of these aggrieved voters are McDonald’s customers — or, should I say, former customers.

Trump himself is a McDonald’s customer and, in 2002, appeared in one of the fast food chain’s TV spots.

This begs the question: Why would a CEO willingly slit his own throat?

First, he’s so rich that he doesn’t care about losing his job.

Second, he knows he’s pleasing his progressive friends and colleagues.

Third, he’s blind to his own selective hatred: permissible depending on the target’s skin color and party affiliation.

Trump is white and Republican and fair game; so, let the vitriol fly.

Remember when Howard Schultz, CEO of Starbucks, announced that he would hire 10,000 refugees to protest Trump’s temporary immigration pause? Lots of customers, fearing danger to their communities and resenting Schultz’s elitist arrogance, stopped buying his coffee.

Those who live in glass houses, ensconced in gated communities, don’t seem to grasp who buys their products and pays their salaries.

Disdain for a segment of your customers is disdain nonetheless; ultimately, this derision will pollute your entire customer base and, hence, your brand (read Chapter 3, "Know Your Audience," in my new book, “Brand Is Destiny”).

We’re seeing the same phenomenon at play, with full-throated hypocrisy, from Stephen Colbert, Samantha Bee, John Oliver, "Saturday Night Live" — and most of Hollywood, the media, and academia.

Hatred might be appealing to some in the short-run (Colbert’s ratings are at historical highs; MSNBC is beating CNN, again), but it certainly will backfire.

Hatred is a dark human emotion and a suicidal branding strategy.

As I wrote previously in this column, Nordstrom dumped Ivanka Trump’s clothing and accessories lines — because its execs loathe her father. Result? Customers bought her products elsewhere, in record numbers.

This ugly contempt toward the president serves another function: it exposes the true character of the Party of Perpetual Protesting and underscores a key reason that this party’s candidate, Hillary Clinton, lost the election.

At its next board meeting, when reviewing declining revenues, McDonald’s shareholders will be throwing Unhappy Meals at Steve Easterbrook.

Marc Rudov is a branding advisor to CEOs, speaker, media commentator, and author of "Brand Is Destiny: The Ultimate Bottom Line" and "Be Unique or Be Ignored: The CEO’s Guide to Branding." Find him at MarcRudov.com. For more of his reports, Go Here Now.

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Nordstrom dumped Ivanka Trump because its execs loathe her father. Result? Customers bought her products elsewhere. This ugly contempt toward the president exposes the true character of the party of perpetual protesting, underscoring the reason why Hillary Clinton lost.
mcdonalds, nordstrom
Friday, 17 March 2017 09:30 AM
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