business news in context, analysis with attitude

The US Circuit Court of Appeals ruled yesterday that a class action lawsuit against McDonald’s - blaming the fast feeder for health problems such as obesity, diabetes, heart disease, high blood pressure, and elevated cholesterol – can proceed. The court said that two previous lower court rulings were incorrect, and that the plaintiffs only had to demonstrate that the retailer’s advertising was misleading, not that it was outright deceptive.

In a statement, McDonald's Corp. said that "common sense tells you this particular case makes no sense.” The company also said that the new ruling "simply delays the inevitable conclusion that this case is without merit."
KC's View:
Mickey D’s can only hope that the conclusion is inevitable. We’re not so sure. It’s not that we think that McDonald’s should be found culpable, but we do think that a jury might see things another way.

This is a case that could have enormous implications for the food industry. We wouldn’t think that complacency is a good idea.

By the way, it wasn’t a good day for McDonald’s…you can see the other reason in the final sentence of our last story this morning.