Steve Hawkes, Retail Correspondent
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Britons are embracing the Government’s “five-a-day” message as never before — that’s one cheeseburger, fries, a Coke, ice-cream, and, go on then, a portion of chicken nuggets.
McDonald’s, the US fast-food chain, is selling more burgers than at any time since it arrived in Britain 34 years ago. Despite concerns about bulging waistlines and childhood obesity, there were more than 88 million visits to the “Golden Arches” around the UK last month alone.
The figure is up nearly 10 million on the previous year, or roughly 320,000 more each day — equivalent to the population of Cardiff. Sales in this financial year are growing at close to the fastest rate since the late 1980s.
It marks a big turnaround for McDonald’s, which has struggled to win back the hearts and wallets of customers after negative publicity about fat content in its food. That issue was highlighted in Morgan Spurlock’s film Super Size Me four years ago, which documented his alarming weight gain as he ate nothing but McDonald’s for 30 consecutive days.
Steve Easterbrook, the chief executive of McDonald’s UK, told The Times: “The business had stalled. We weren’t reacting to the signals we were getting. This is one of our strongest years for 20 years, and we feel pretty confident about the momentum we have built up.”
In the past four years the McDonald’s menu has changed, with arrivals including porridge, smoothies and chicken wraps. However, traditional products such as burgers, fries and ice-creams remain the most popular choices by far, accounting for about 90 per cent of all sales. More than two million children’s “Happy Meals” were sold each week in November.
The Government has spent large sums on promoting healthier diets and encouraging people to eat at least five portions of fruit and vegetables a day. However, recent reports have claimed that children’s diets are now so bad that many risk dying a decade younger than their parents.
Colin Waine, chairman of the National Obesity Forum, said: “My reaction is one of despair. There’s been enough publicity about the relentless rise and impact of obesity, but from the figures it seems the public are choosing to ignore them.”
Richard Watts, of Sustain, the food and farming alliance, said: “McDonald’s has been slightly better than other fast-food companies but the majority of their business is still old-fashioned burger and fries. It seems the public’s intentions are better than their actions and underline the fact we need to go further and faster to persuade people to lead a healthy diet.”
McDonald’s said that people were not necessarily eating more burgers than before, but visiting McDonald’s more often than its rivals. The company has cut salt and sugar levels in its food. Trans-fats have been reduced while fruit bags have gone into Happy Meals.
Mr Easterbrook said: “We are in a sector that is incredibly competitive, with more new entrants all the time. I think the range and scale of change in the business is making it difficult for our competitors to keep up.”
He added: “The issue of obesity is complex and absolutely one our society is facing, there’s no denial about that. The Government has a part to play, individuals have a responsibility and so does the food and drink industry. These are the three pillars that need to work together and demonstrate they have a commitment to solving the issue.”
— Jamie Oliver, the celebrity chef and face of Sainsbury’s, has criticised his sponsor after it failed to take part in a debate on factory farming. The chef, who is paid £1.2 million a year by the supermarket, said he was angry that it did not have the confidence to discuss its farming methods. He told the Daily Mirror: “It is shocking that the people I work for didn’t turn up on the day.”
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Britons getting fat because the government advises them not to seems to be a case of cutting off your nose to spite your face. True freedom is not to blindly do what you're told not to!
As for the cost of McDonald's food, last time I checked they were anything but cheap.
Christine, Dublin, Ireland
Mmm, starving. Go to www.mcdonalds.co.uk/offers and you can get a voucher for BOGOF Big Mac. Sweet.
Andrew, Stevenage,
That's a bit naive Liam! What is unhealthy about a balanced diet that might include some bread and minced beef, put together in the form of a tasty burger? McDonalds has too valuable a reputation to risk damaging it on serving food that is less healthy than that 'from the bins'. The issue, surely, is that of the quantity eaten. If individuals make bad dietary choices then that is their responsibility - not the fault of the supplier.
Andy Harvey, Taunton, UK
People are obese not merely because they stuff their faces with junk-food but because, when thay are not eating, they are sitting on their fat arses! The only reason people are fat is because the energy they consume exceeds the energy they use. I'm no great fan of McDonalds or any other fast-food chain, but if people got back to an active lifestyle, they would not get fat, whatever type of food they ate. A good case can be made that there are other medical advantages from a diet involving lots of fresh fruit and vegetables, but that is not the subject being addressed here.
Bob Finbow, Haverhill, England
me too. i could murder a double cheeseburger right now.
jonti, london, uk
This is disgusting - the intelligence of the uk is alarming. Think Macdonalds should have to contribute to the NHS if this this continues.
Glad to say mcdonalds as not had a penny off me for about 10 years now. i'd rather eat from the bins - got to be healthier.
Liam O'Meara, Northampton,
Can people really not afford to eat fruit&veg, even fruit&veg from the discount shops like Aldi? Their fruit and veg is so cheap its probably cheaper to buy them and cook something fresh rather than buy these ready made meals or eat in fast food resturants. The biggest problem isn't money for most people it's that they are lazy and don't want to learn how to cook nutritious meals. I work in a developing country with people who have severely malnourished children who have nothing and I mean live on maybe 50cent per day, but once you teach them how to cook healthy food that is available to them they will continue to do this every day. We need to wake up and stop whingehing that food is too expensive, we are a sight better off than the majority of the world.
LF, Ireland.
LF, Ireland, Ireland
Wish i could afford to eat two or three fruit and veg a day
but i cant afford it so im going to have to carry on eating cheap food
michael atherton, keighley, west yorkshire
London is so freaking expensive even for the folks who live there. Forget travellers from the west, most of the McDonalds was swamped by Britians (not tourists) as it is quick and most importantly - CHEAP. It is not good to eat all the time but you are left with no choice but to pick up a mac with fries and drinks to go easy on your wallet. Such a disturbing reality.
SG, New York, USA
As a McDonalds shareholder I loved this article. On a recent visit to India I can confirn the restaurants are packed out there also just like ROC-plus a chicken sandwich at 60 rupees or so is within the reach of millions pricewise,You Brits should quit moaning and get in on this-instead of putting so much money in the property market.Make mine a Big Mac please!!
BOBBATH, TORONTO, CANADA
reading between the lines its sounds as if jamie oliver's team didn't really give the supermarkets much notice for this 'meeting' then could cry foul when unsurprisingly they didn't show thus generating a bit of free publicity. The British like most people are happy to be mainly in the dark about the real cost and implications of slaughtering animals for food.We also divide along class lines as issues of affordability and middle class angst play their part.Like the after effects of the film Babe a certain amount will be 'veggie for a while, the already smug free-ranger's/organics will be reassured and the rest will remain with their heads in the sand of denial.
Natalie El-barrawi, Retford, Notts
Isn't £1.2 million a little excessive!
George, Oxon.,
There will be a time where space will be a sought after commodity, especially when people reach the point where they're 6 foot in diameter. Being over-weight or obese should be outlawed in Britain. After all, who wants to eat where they can see an obese chomping down the equivalent of Wales for their brunch.
Richard, Cambridge,
I'm happy people are ignoring the Government. I think most of us aremore than a little sick and tired of the Governments interference with our lifestyles.
Its down to parent to ensure their children are raised right, not the Government.
Phill , The Wirral, England
Lets face it - its cheep - the only take away meal the British public can afford now with rising petrol prices, increasing fuel charges, increasing mortages payments etc.
Tony, Redhill, Surrey
So the backlash against nanny state government is under way. Now we need people to start smoking in pubs again (with the landlords permission of course), and hopefully we will be on our way back to freedom!
Pete, St Albans, England
You should see the figures for China! The franchises here are never, ever quiet! So much for promoting health, sport and the Olympic Games. The new generation are fast food addicts, just take a walk around a primary school and see the size of some students, obese by 10 years of age!
D, Shanghai, PRC
There is a theory about the roman empire: it fell to ruins because its citizens were progressively intoxicated by the excessive amount of lead in their food, coming from cooking pans and from the plumbing in their acqueducts.
Maybe the western civilization will eventually fall because its citizens are too stupid to amend their unheathy diet?
A millenary civilization killed by hamburgers, milk shakes and fried chickens.
riccardo bianchini, cremona, italy
Just reading this article makes me want to go out and get
a Big Mac.
Jerry Scrogginj, Phoenix, Arizona/USA