| McAfrika | |
|---|---|
 ' | |
| Type | Burger |
| Date of introduction | 2002 |
| Ingredients | Pita Bread, Beef Pattie, Cheese, Lettuce and Tomatoes |
| Markets sold | Norway |
The McAfrika was a burger sold by McDonald's in Norway and "traded"[1] as a Limited Edition Olympic Games Burger. It attracted significant public criticism as a result of its name and the timing of its launch.[1][2]
Product[]
The McAfrika sandwich contained beef, cheese, and tomatoes wrapped in pita bread. McDonald's claimed it was based upon an authentic African recipe.[3]
Public reaction[]
The McAfrika was released in 2002, just as a major famine was occurring in southern Africa.[4] The name of the burger was immediately criticized for being grossly insensitive, especially since it was released in Norway, one of the richest nations in the world.[5][6]
Norwegian Church Aid and the Norwegian Red Cross, which were both conducting humanitarian operations in southern Africa at the time, said that McDonald's decision was insensitive, crass and ill-considered.[3] Linn Aas-Hansen said that "it's inappropriate and distasteful to launch a hamburger called McAfrika when large portions of southern Africa are on the verge of starvation."[7] CARE Norway demanded that McDonald's withdraw the burger.[8] In particular, Norwegian Church Aid protested the McAfrika burgers by giving out "catastrophe crackers" to customers entering Norwegian McDonald's outlets.[3]
Support for McDonald's came from the organization African Youth in Norway who appreciated Africa name being used in a positive manner instead of as a continent of war and poverty.[8]
McDonald's response[]
McDonald's did not withdraw the burger, instead offering it until September 2002, just as planned in its campaign.[8] However, as a conciliatory gesture, it allowed aid agencies to put up posters and donation boxes in McDonald's restaurants where the McAfrika was being sold. Furthermore, M
cDonald's spokesperson Margaret Brusletto apologized for the timing of the launch, saying "We acknowledge that we have chosen an unfortunate time to launch this new product."[3]
2008 re-launch[]
The McAfrika was re-launched in 2008 to promote the 2008 Beijing Olympics for a short time, and attracted a similarly negative response.[2]
Gallery[]
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Mcdonalds McAfrika 2008 re-launch
References[]
- ↑ 1.0 1.1 . West Side Publishing (2010). ISBN .
- ↑ 2.0 2.1 Bhasin, Kim (30 August 2011). 12 McDonald's Menu Items That Failed Spectacularly. Business Insider. Retrieved on 2013-06-07.
- ↑ 3.0 3.1 3.2 3.3 Osborn, Andrew (24 August 2002). New from McDonald's: the McAfrika burger (don't tell the 12m starving). The Guardian. Retrieved on 2013-06-07.
- ↑ Borja, Sahara. We're Not Lovin' It! Fast Food's Most Famous Flops. Retrieved on 2013-06-07.
- ↑ "The Norwegian 'Miracle'", 10 June 2012. Retrieved on 13 June 2013.
- ↑ "We're Rich, You're Not. End of Story.", 17 April 2005. Retrieved on 13 June 2013.
- ↑ Osborn, Andrew. "New from McDonald's: the McAfrika burger (don't tell the 12m starving)", 2002-08-23. (in en-GB)
- ↑ 8.0 8.1 8.2 Bevanger, Lars. "'McAfrika' burger not to everyone's taste", BBC, 26 August 2002. Retrieved on 24 January 2014.
External links[]
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