McDonald’s Japan launches customer compliant smartphone app

Following the recent discoveries of objects ranging from a human tooth to plastics in its products, McDonald’s Japan has announced the launch of a new smartphone app for customer complaints.

McDonald’s Japan Holdings, the parent company, said in a statement: "We will introduce a new smartphone app customers can use to post their feelings, opinions and requests, aiming at strengthening our ability to listen to customers’ voices."

The company’s statement as cited in the Guardian said that the procedure for dealing with suspected cases of product tampering are currently under review, with new rules on communication with customers to be out by next month.

The fast food giant’s sales and reputation in Japan have received a serious blow, with profits plunging after the incidents. It reported 28.7% decline in sales from the same month in the previous year.

After a customer found a human tooth in french fries sold at an Osaka outlet last September, McDonald’s denied the contamination from employees, saying none of them are missing a tooth. It also refuted the possibility of contamination at the US factory that shipped the fries.

Two days after this incident, another customer in Hokkaido found dental material in a McDonald’s hamburger. A few other cases of contamination were reported in quick succession following which the firm received heavy media criticism.

Less than six months prior to the reported incidents, McDonald’s Japan started sourcing nuggets from three Thai plants to instill confidence in product quality after its Chinese supplier Shanghai Husi Food was accused of selling expired meat, reported Reuters.

---

Image: A customer in Japan had found a human tooth in some fries at a McDonald’s outlet in Osaka. Photo: courtesy of McDonald’s.