It was a Sunday afternoon in late 2019 and McDonald’s had a double quarter pounder of a problem on its hands.
In the 24 hours after the video went online on December 14, the McDonald’s corporate machine swung into full gear,that would eventually land them in a Victorian Supreme Court lawsuit with millions at stake. “What 1 per cent of you is Aboriginal, you’ve got nothing in you that’s Aboriginal,” Vigors was recorded saying to Knight, before urging him to share the video.In an email with the subject line “Update: Response to Mildura franchisee indigenous comments”, McDonald’s Australia director of corporate relations James Rickards discussed the strategy to deal with the unfolding media attention.
“However, that will now increase with the release of our statement,” he wrote, adding that the statement would not be posted on Twitter.A few hours later, a statement appeared on the McDonald’s Facebook page.
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