Last week’s Campaign supplement on market research contained an item
stating that McDonald’s had carried out research which said that
customers did not care what part of the cow was used to make beefburgers
as long as it was not British.
McDonald’s has asked us to correct this item and we are happy to do so.
None of its research suggests this. In fact, to the contrary, the
research carried out by the company showed that customers do care about
the content, quality and safety of the beef they buy. Furthermore,
McDonald’s hamburgers are only made from 100 per cent pure beef - prime
cuts of boneless beef with nothing else added.