McDonald's Launches Go Active! Initiative with Nationwide Trek Across the Country

Strategic Insights -

McDonald's is kicking off its balanced lifestyles initiative, "Go Active!", with a nationwide trek across the country. Oprah's personal trainer, best-selling author, and exercise physiologist Bob Greene, will embark on a 3,000-mile journey on a bicycle and on foot, visiting McDonald's restaurants along the way to talk to Americans about living balanced and active lives. The event marks the first step under McDonald's newly announced initiative, following the unexpected death of CEO Jim Cantalupo. The "Go Active! American Challenge" aims to inspire people across the country to incorporate more physical activity into their daily lives, focusing on three key strategies: food choice, education, and physical activity.

Key Takeaways:

  • The "Go Active! American Challenge" is a 36-day, 3,000-mile trek across the Southern United States, with Bob Greene visiting McDonald's restaurants along the way to promote balanced lifestyles.
  • The initiative is an extension of McDonald's national announcement supporting balanced life initiatives on April 15th, focusing on three key strategies: food choice, education, and physical activity.
  • The program is working in cooperation with the President's Challenge, a program of the President's Council on Physical Fitness and Sports, and the American College of Sports Medicine.
  • An estimated 10-15 million Stepometers and walking/fitness booklets will be distributed to customers and organizations throughout the country through McDonald's "Go Active! Happy Meal" and the "Go Active! American Challenge".
  • The Premium Fiesta Salad, McDonald's newest addition to the Premium Salad line-up, will be featured throughout the duration of the "Go Active! American Challenge".
  • Bob Greene, the exercise physiologist and certified personal trainer, will be joined by a team of fitness experts, including Trista Rehn Sutter, T.V. fitness expert Donna Richardson, and former Miss Universe Alicia Machado.
  • The program aims to educate Americans about the importance of food/energy balance and inspire people to incorporate more physical activity into their daily lives.

Statistics:

  • 36 days: The duration of the "Go Active! American Challenge"
  • 3,000 miles: The total distance of the trek across the Southern United States
  • 10-15 million: The estimated number of Stepometers and walking/fitness booklets that will be distributed through McDonald's "Go Active! Happy Meal" and the "Go Active! American Challenge"
  • 100 countries: The number of countries where McDonald's has a presence
  • 30,000: The number of local McDonald's restaurants serving over 47 million customers each day
  • 70%: The percentage of McDonald's restaurants worldwide that are owned and operated by independent, local businessmen and women

Sources:

  • PRNewswire, April 20, 2004
  • McDonald's Web site, http://www.mcdonalds.com/
  • Bob Greene's Web site, http://www.getwiththeprogram.org/