McDonalds has an advertising budget. They are in the business of making money and do not give a damn about the racial characteristics of the stations they advertise on. They want to get the most return on their advertising dollars. If they are losing money by not putting enough advertising dollars with black stations, they are stupid. You do not build a worldwide company like McDonalds worth 143 billion dollars if you are stupid.
McDonalds will win this suit. I hope the countersue for big bucks.
PS
Most of their stuff on their menu is okay except that damn slime sauce they put on their hamburgers. I always get a fish or chicken sandwich.
It’s been about 27 years since Mentor went live for McDonald’s where they tracked advertising spending and other significant actions against revenues and margins for all their products nationwide in the USA. Based on this data, they decided for several years to stop advertising in the Super Bowl.
I have no idea if McDonald’s still uses Mentor. At the time they spent over 10 million building this software. But they kept piling money into it to be a super system because of the over 600 million per annum they were spending on USA advertising. I can’t imagine that they are less data savvy today.