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Dissertation The Impact Of The Film 'super Size Me' On Customer ...

This study deals with the 2004 documentary ‘Super Size Me', by Morgan Spurlock in which he lived on McDonald's fast food and drinks for 30 days. During the period he gained 25 pounds and experienced some serious health issues he stated that the film was not designed to particularly target McDonalds, although he was against their aggressive marketing techniques to children, but fast food in general. At the same time, the filmmaker reduced his exercise to a minimum and had super sized food portions when they were offered, clocking up 5,000 calories a day on average.

This research paper has looked into the reaction of the general public to the film and if it has changed their perception of McDonalds fast foods.
The results show that the film, a huge international success for a budget documentary, evoked strong reactions both for and against the food giant. Some people went as far as embarking on their own diet at the chain, but addressing it differently, such as adding a good exercise routine. At the other end of the scale, nearly one quarter of respondents to a questionnaire in 2007 stated that had stopped eating McDonalds after seeing the film and still do not patronize the chain.

At the time of the film's release, McDonalds announced they were dropping the super size option within their chain worldwide although they deny the film's release influenced this decision. The chain also took out huge advertisements in a number of countries in order to counteract any negative press from the film. Subsequent to the film in 2004, McDonalds have increasingly included more healthy choices in their menus.

The only reason that the food chain would change is as a result of a shift in customer demand for better alternatives, they have always been extremely profitable and would not amend a winning formula unless it was necessary for their business.

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