McDonald's Japan is to launch a new smartphone app for customer complaints as it looks to turn the page on a series of scares including the discovery of a human tooth in some fries. The move comes with in-country sales sliding, profits plunging and the burger giant's reputation in Japan badly dented.
"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," McDonald's Japan Holdings, the parent company, said in a statement issued this week. The firm also said it was reviewing its procedures for dealing with suspected cases of product tampering and will draft new rules on communication with customers by next month.
The chain came in for heavy media criticism for its handling of incidents over the past year in which unexpected objects were discovered in food. A human tooth was found in some french fries sold at an Osaka outlet last year, the firm admitted in January, although it said it did not know how the contamination had occurred.
McDonald's said there were no employees missing a tooth at the outlet and it believed there was a very low possibility of contamination at the US factory that had shipped the chips. Two days later, a Japanese woman claimed to have discovered what was later identified as "dental material" in a McDonald's hamburger from northernmost Hokkaido in September.
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