Brands in trust crisis

McDonald's apologizes for wrongdoings

Reporters pour into the Sanlitun branch of McDonald's in Beijing after it was exposed for illegal operations by China Central Television (CCTV) on March 16, 2012. [Photo/CFP]

McDonald's China made an apology through its official micro blog only about one hour after China Central Television (CCTV), China's largest national TV network, exposed illegal operations in one of its Beijing branches on Thursday night, China News Service reported Friday.

"We will launch an immediate and serious investigation into this case, which is rare and alone, and take actions to show our regret to the customers," said McDonald's China, "after this event, we will deepen our management to ensure business codes are in place and provide safe and healthy food for the customers."

Its cyber apology has attracted more than 3,000 comments and has been reposted nearly 10,000 times. Many netizens focused on the way McDonald's handled the crisis. [Full story]

Reporters pour into the Sanlitun branch of McDonald's in Beijing after it was exposed for illegal operations by China Central Television (CCTV) on March 16, 2012. [Photo/CFP]