Monday, 27 May 2013


Dear Bob & Doug:

I am the CEO of a major quick-service chain that serves food and food-like substances to billions worldwide. At our annual meeting last week, I called on a nine-year-old girl, who ambushed me with a screed about our marketing practices. “Something I didn’t think is fair is when big companies try to trick kids into eating food that isn’t good for them by using toys and cartoon characters … Don’t you want kids to be healthy so they can live a long and happy life?”

I was very kind and patient with the little brat. I patiently explained to her that “We don’t sell junk food,” but the whole thing has blown up on social and legacy media all over the world. What did I do wrong?

—Overwhelmed in Oak Brook

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