The fast food industries biggest fears are sickness and sell drops. The question is why does it take for someone to become sick or a discovery about the food products for people to start thinking about what they eat.Everybody remembers the "Pink Slime" rumor about Mcdonalds in 2012. The rumor was that Mcdonalds was using trimmings of left over beef. These trimmings are used in dog and chicken food. After the rumor Mcdonalds sales did drop but, not from the "Pink Slime". You would hear everybody ranting about how they wouldn't eat Mcdonalds anymore because the slime wasn't real food and that could not possibly be healthy. There have health problems presented about Mcdonals way before the "Pink Slime" incident like how it is unhealthy and people should not eat it because to much of it could lead to obesity. Not surprisingly the statement was ignored and did not get nearly as much attention as the pink slime did.
http://abcnews.go.com/blogs/health/2012/02/01/mcdonalds-announces-end-to-pink-slime-in-burgers/
http://www.foodsafetynews.com/2015/12/chipotle-e-coli-numbers-drop/#.VnGiMHarTDc
http://www.bloomberg.com/news/articles/2015-12-04/chipotle-says-more-cases-may-be-reported-in-e-coli-outbreak
http://business.time.com/2012/02/01/mcdonalds-drops-pink-slime-from-hamburger-meat/
http://fortune.com/2015/12/04/chipotle-e-coli-outbreak-expands/
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