Does McDonald's discriminate against the black community?

This is in any case what affirms the media magnate Byron Allen, who has filed a complaint against the restaurant chain.

A complaint accepted by a California judge on Tuesday.

$10 billion in damages

Byron Allen accuses McDonald's of not advertising enough on black-owned chains.

More specifically, he assures that the American giant has refused the broadcast of promotional messages on the channels he owns through his Entertainment Studios Networks and Weather Group companies since he became the owner.

He is claiming $10 billion in damages.

A first complaint, filed in May 2021, was rejected by the same magistrate a few months later on the grounds that it was not sufficiently substantiated.

But the judge accepted an amended version of the lawsuit last January and then denied a McDonald's motion on Tuesday to have it quashed.

Prices according to the skin color of the boss

The entrepreneur also accuses McDonald's of having set up a system with advertising expenses for channels owned by white people on the one hand and advertising expenses for channels aimed at the African-American community on the other.

Advertisements are paid less there, he says.

"We believe the evidence will show that there was no discrimination and that Entertainment Studios' allegations are without merit," McDonald's attorney Loretta Lynch wrote in a message.

“Unsubstantiated allegations”

"Their complaint is about revenue, not racial issues, and the plaintiffs' baseless allegations ignore both McDonald's legitimate business reasons for not investing more in their chains and long-standing business relationships. of the company with many other [media] partners belonging to various owners,” she adds.

According to Byron Allen, McDonald's spent about $1.6 billion on TV ads in the United States in 2019, but only 0.31% of that went to media controlled by African Americans, even though this community accounts for about 40% of fast food customers in the country.

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  • McDonald's

  • Discrimination

  • Racism

  • Black

  • Advertising

  • UNITED STATES

  • Media