Hammered by a string of food contamination scandals, McDonald's Japan plans to launch an app for customer complaints, but many consumers see it as a sign that the company is lost.
"A customer that wants to lodge a complaint would need to download and register for the app – that's asking a lot of them, especially when the company is trying to encourage customers to come forward with complaints," said Japan Food Analyst Association (JFAA) analyst Takao Shigemori. "Although it does look like an effective way to reduce the number of complaints," he said.
Japanese customers have deserted McDonald's following a string of reports over the past few months that its nuggets and burgers were contaminated by various objects including pieces of vinyl and a screw. Same store sales plunged 28.9 percent on-year in February and 38.6 percent in January.
The company's response?
McDonald's promised on Monday that it will release an app that allows users to send complaints directly to the company.