By Felicity Lawrence
There is a scene in Super Size Me, the documentary about McDonald's, in which its maker, Morgan Spurlock, inflicts what looks like a killer blow to the brand's image. Spurlock has had nothing but McDonald's food and drink for nearly a month and his medical tests are alarming his doctor. "Your liver has turned to pate," he warns, urging Spurlock to stop eating McDonald's at once or risk death.
Confirmation that such bad publicity has wounded the world's largest fast food chain appeared to come this week with the company's admission that it is to close 25 UK branches. Denis Hennequin, president of McDonald's Europe, has admitted that the company has been struggling in the UK in the face of a consumer backlash.