McDonald's combating upcoming book

OAK BROOK, Ill. -- McDonald's Corp. will promote its healthier menu choices to counter negative publicity expected from a new book co-written by the author of "Fast Food Nation," Chief Executive Jim Skinner said Monday.\nWhile McDonald's maintains that the strategy is not aimed solely at undermining "Chew On This," which is due out next month, Skinner acknowledged that "it's important to ramp this up now" amid heavy criticism of the fast-food industry for its perceived role in increased obesity.\n"I wouldn't call it a campaign," he told reporters in a news conference at McDonald's headquarters. "It is a continuous improvement relative to the communication of our story regarding our high-quality food in McDonald's."\nThe approach signifies a marked departure from the way the world's largest fast-food chain remained mostly quiet after being skewered in both Eric Schlosser's "Fast Food Nation" in 2001 and filmmaker Morgan Spurlock's 2004 documentary, "Super Size Me."\nThis time, the company is trying to get its side told even before publicity hits for both "Chew On This," which was co-written by Schlosser with Charles Wilson and targets 11- to 15-year-olds, and a film version of "Fast Food Nation" that is due out later this year featuring Patricia Arquette and Ethan Hawke.\nMcDonald's has been promoting its commitment to balanced, active lifestyles in recent years and adding healthier products, such as entree-sized salads and the option to substitute apple slices and juice for fries and soft drinks in Happy Meals.\nBut Skinner said "we're not doing as good a job as we could, quite frankly," in telling the company's story.\nAfter warning its U.S. franchisees about the upcoming film, the company issued a statement last week saying it was aware of Schlosser's new book and movie, as well as his upcoming publicity tour. "While we don't agree with some of his conclusions, it is clear he shares McDonald's passion for food safety, good jobs and quality food," it said.\nAccording to early reports about the book, it holds fast-food companies responsible for the nation's childhood-obesity epidemic and criticizes them for being low-wage employers.\nMcDonald's already has been hit by lawsuits accusing it of causing obesity in tens of thousands of children. Courts have dismissed most obesity claims, but an appeals court in New York reinstated one suit against it last year.\nSkinner said the company has to balance efforts to produce healthier food with the fact it is a for-profit restaurant company.\n"There is a distinction between what people say they eat, say they want to eat and what they eat," he told reporters at the start of a daylong session and tour focusing on McDonald's food safety and job opportunities. "It's about choices. It's about opportunities for people to come to McDonald's and get a meal that they feel good about having eaten ... that fits into their lifestyle."\nHe dismissed the notion that McDonald's is nothing but a minimum-wage employer with dead-end jobs, calling it "a company of opportunity." He said 67,000 McDonald's restaurant managers got their starts working behind the counter, as did 1,200 owners of McDonald's franchised restaurants and 20 members of top management, himself included.\nOne area where the company remains particularly vulnerable to criticism is the level of harmful trans fatty acids in its fries, which it said earlier this year was higher than previously thought. It's now been almost four years since McDonald's pledged to switch to a new oil that would halve the level of trans fats in the popular product.\nAsked about that promise, Skinner said there's still no timetable for when the switch might occur and the company must first get the taste right in ongoing testing.\n"We're not there yet," he said. "We believe that we will be. We just don't know exactly when that's going to be. ... But trust me, we are very much focused on this."\nMcDonald's shares fell 51 cents to $34.34 in afternoon trading on the New York Stock Exchange.