It seems McDonald’s has decided to market to their target audience by creating a website specifically for African Americans. 365 Black is a website which shows the various programs designed around the African American Community. To be fair, it is not clear if all the programs mentioned on the site are for exclusively for African Americans. Along side of these programs is a sampling of their own ads for their products, so that’s not mistake this site for what it is: a marketing attempt as a specific population.
This should come as no surprise, as many of their commercials of the past few years often depict people in urban settings enjoying their product. Before now, however, McDonald’s has never been so bold as to market to a specific population. It will be interesting to hear how different segments of the population feel about this website. I wonder if some African Americans will feel patronized by this website. The main saying on the site is, “Deeply rooted in the community”. In addition, the What Is 365Black page states, “Like the unique African Baobab tree, which nourishes its community with its leaves and fruit, McDonald’s had branched out to the African-American community nourishing it with valuable programs and opportunities”. One cannot miss the irony of this statement, as many people in America are obese due to products McDonald’s and other fast food companies produce.
Many people may feel outraged and see this as racist. I will be honest, my first thought as a white male was, “What about 365White? or 365Asian?”. However, this is not about if McDonald’s has the right to market to a specific population, because they do. It is their choice, as freedom allows them to market to a specific group. As consumers, it is also within our rights to not eat at their establishment for any reasons we choose. Personally this does not affect me, as I do not eat at McDonald’s, however if I did, I may feel somewhat offended, mainly because I feel left out due to my skin color. I wonder if others will feel the same.
Source: Click here.
About the author: Psychcomp is owned and maintained by Nathan Driskell, a Licensed Professional Counselor - Intern specializing in Internet Addiction and Asperger's Disorder. Nathan is also a Web Designer and Network Administrator.
Contact Nathan at the following locations:
dami...@psychcomp.com">E-Mail
Twitter
Related Posts
Tags: McDonalds 365 Black
Loading ...
Doodie on Thu, 27th Aug 2009 8:27 pm
Good post. But, 365Black is ridiculous. I think this is one of those things that we’re all going to look back on and say “I can’t believe they thought like that!”
“Like the African Baobab Tree, which nourishes the community with it’s leaves and fruit, McDonald’s has branched out to the African-American community nourishing it with valuable programs and opportunities.”
Can someone please tell me what a Baobab tree has to do with culture and life in the United States?
And how many people of African decent have ever eaten Baobab fruit or even know what the hell a Baobab Tree is? I feel bad for the actual Africans being nourished be this tree if it’s fruit is compared to McDonald’s food. Does the Baobab Tree clog arteries and rob the body of essential vitamins and nutrients too?
Not to mention, the girl in the in the video is easily less than 50% recent African decent anyway. The whole concept is retarded.
Doodiepants.com wrote something up about it as well.
http://doodiepants.com/2009/08/25/mcdonalds-website-just-for-people-with-darker-skin-365black-com/
I think its a bad idea overall. I do not think it helps African Americans, and I do not think it helps regular consumers. I think it will backfire, at least I hope so. In 2009 I thought we were beyond this, but I guess not.
Very true Nathan, and I agree; though I may not personally feel affected by their new media hoopla, others certainly will…and already are. It will be seen as a new form of racism, and at a time when we should tread lightly. As a hispanic, sure I can see how McDonalds programs have helped many minorities get a chance to make something of themselves, but in modern day America where ALL are suppose to be equal, I wouldn’t expect them to give or promote “special” privileges towards hispanics. As for loosing customers, I’m sorry to say its already happening. Funny you should say “What about 365White or 365Asian” as that’s exactly what he said. He has now vowed to no longer eat at McDonald’s, which is a great loss for them seeing as he ate there almost everyday!
Sorry for the typo: the “he” in my last response referred to my boyfriend. He was the McDonald fiend and now refuses to eat there.
I hope that McDonald’s gets the message, as like your example, people are not eating there due to their race batting. To me, serving a customer is easy, serve everyone the same, treat them well and they come back. When you promote one group, you exclude the others. It’s that simple.
As an African American female I find it utterly ridiculous. Why must everything be defined by race?
I agree Kimmy, this feels like a miniature form of segregation. Why focus on your client’s color when you should be focused on serving them a good product so they come back.