| Abstract: | ABSTRACT This study outlines the controversy surrounding genetically modified organisms (GMOs) and how it impacts North American based food service companies' marketing policies. Recent developments have made foods derived from GMOs a strategic marketing challenge for food service franchise and chain operations. Headlines such as “Why McDonalds Pulled Frankenfries from Menus” have unwittingly put restaurants on the frontline of the battle over foods made from GMOs (Martin, 2000). A survey method was used to explore food service operations' views regarding consumer acceptance of GMOs, right to know issues (labeling) and the benefits of GMOs, as well as food service companies' strategic response to this emerging technology. Findings indicate that food service establishments were generally concerned about customer opinions and tend to prefer government mandated labeling of GMOs. They also tend to feel that GMOs offer potential benefits to their industry and that customer concerns may fade over time. |
