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McDonald's tries research, outreach after criticism

The fast-food giant is joining the Scripps Research Institute to create a center that will focus on diabetes and obesity.

By SCOTT BARANCIK
Published October 9, 2006

Cheap but fattening fare has made McDonald’s Corp. a lightning rod for criticism.

Lawsuits blame the Oak Brook, Ill., company for fostering obesity among children. The 2004 documentary Super Size Me skewered its high-calorie menu, and the forthcoming Fast Food Nation may not be much gentler. Adding salads and other healthier options hasn’t softened the attacks on McDonald’s, which accounted for 7.3 percent of U.S. restaurant revenues last year.

So where can a global giant go to launder its soiled image? The world-renowned Scripps Research Institute, apparently.
The La Jolla, Calif., nonprofit recently announced a two-year deal to form the McDonald’s Center for Type 2 Diabetes and Obesity. The center reportedly will split its time between biomedical research and outreach to poor communities.

Scripps is best known in Florida for securing $510-million in taxpayer money to build a research facility in Palm Beach County.

“McDonald’s and Scripps have a legacy in helping children lead better lives,’’ Ralph Alvarez, McDonald’s president and University of Miami alum, said in a video news release.

“The most powerful thing we can do is combine our voices, have a unified message, and relate that message to the young children of this country,” added Katja van Herle , Scripps’ director of community outreach.

Cost to McDonald’s: $2-million, or about 0.0001 percent of the company’s 2005 revenues. Reputation boost: priceless.

That’ll put the “happy” in your Happy Meal.

[Last modified October 9, 2006, 08:42:16]