What's wrong with McDonald's — the story of self-inflicted wounds

摘要

In June 1994 the McDonald's Corp and its English subsidiary commenced the trial of its action against two green protesters acting in person. The stated main aim was to obtain an injunction banning the protesters from repeating allegations which McDonald's counsel, Richard Rampton QC, described as 'a wholesale attack on almost every aspect of McDonald's business'. Three years later, and after a record-breaking 314 days in court, Bell J found in McDonald's favour. Yet, criticism of McDonald's has been universal. The talk has been of a pyrrhic victory in a trial described by Auberon Waugh as 'the best free entertainment in town'. Why have McDonald's failed?