Ronald McDonald's guide to crisis management

06/13/2010 | TIME (subscription required)

McDonald's is earning plaudits for its handling of a massive recall of "Shrek"-branded drinking glasses that were found to be tainted with cadmium. Besides swiftly launching a huge and high-profile recall, the company offered to give customers a refund for even more than the glasses originally cost. "Not only did they do what customers expected, they did more. ... You've got to give them credit for turning the recall into a value proposition," says one brand-management expert.

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