McDonald's Goes Cage Free In Latest Attempt To Turn Image Around

McDonald's Corporation MCD fell from grace over the past few years as consumers preferences caused a move away from fast food and toward healthier, more natural options. The company suffered from a barrage of bad press slamming chain's ingredients as being subpar and unhealthy.

However, in an effort to turn things around, McDonald's has begun to revamp its menu and source new ingredients in order to return to American customers' good graces.

Chicken Makeover

Earlier this year, the fast-food giant promised to curb its purchases of chicken that has been raised with antibiotics. On Wednesday, the firm continued with its poultry overhaul by announcing that it would transition to using only cage-free eggs over the next decade. As the company requires some two billion eggs each year, the decision is likely to have far reaching implications for the egg industry.

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Twofold Benefit

Not only will McDonald's plan to stop sourcing eggs from chickens raised in cages please animal activist organizations like the Humane Society, it is also likely to make the chain's breakfast sandwiches appear healthier as well.

Most consumers perceive cage-free eggs to be healthier, so the move will help McDonald's brand image in two ways. First, it softens the restaurant's image by protecting animal rights and second, it appeals to consumers who are interested in natural, healthy ingredients.

Biting Off More Than It Can Chew

Although the move toward cage-free eggs could be a huge benefit for McDonalds, some worry that the chain is getting in over its head. Not only will the switch require a great deal of reorganizing suppliers for its 16,000 North American stores, but it comes at a time when McDonald's is already under pressure to revamp its operations in order to serve all-day breakfast. With so many big changes in store, many wonder if the company's reward for trying to please its customers will be worth the organizational challenges.