MC DONALD’S

CASE STUDY
Presented by:
Neha Kumari
Preeti Morla
Sadhana Mishra
Shrithi S Kumar
Smruti Bhargava
 INTRODUCTION

 Mc Donald’s is a large food corporation in the

fast food industries.

 Ray Kroc started the chain of Mc Donald’s in

1955.

 The Mc Donald’s brand is one of the most well

known brands in the world.

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 MC DONALDS' SCALDING
COFFEE CASE
 Victim- Stella Liebeck of New Mexico

 Incident- Hot coffee spilled into her lap

 Year- 1992

 Suffering- Full thickness burns (or third-degree

burns) over 6 percent of her body and over 16% was
covered by lesser burns
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 DEEPER ANALYSIS
 1982-1992 : 700 cases of burns reported
 Brewing temperature 195-205 deg F
 Serving temperature 180-190 deg F
 No evaluation of safety hazard at this
temperature was conducted.
 When skin is in contact with a substance of 180
deg F, 3rd degree burns occur within 2-7
seconds.

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 SOLUTIONS
 Serving temperature of their
coffee was reduced to 176–
194 °F
 Improved packaging
methods
 Increased the size of
warning labels on coffee
cups.
 Awarded compensation
damages $ 200000 and
punitive damages $ 480000

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 CONCLUSION

 Applied good strategies

 Regained brand image

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 THANK
YOU
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