McDonald’s Boycott: E. coli, DEI Rollback & Price Gouging Fuel Protests

It’s been a turbulent stretch for McDonald’s, with public health scandals, policy reversals — and now, a boycott. The fast-food giant is facing mounting criticism and a nationwide call to action from activists, fueled by concerns ranging from corporate tax practices and pricing strategies to diversity initiatives and worker treatment.

Last fall, McDonald’s was embroiled in a deadly E. Coli outbreak linked to fresh, slivered onions used on its Quarter Pounder hamburgers. The outbreak, impacting 10 states, led to at least 49 illnesses, 10 hospitalizations, and one death, according to the Centers for Disease Control and Prevention. McDonald’s responded by temporarily removing Quarter Pounders from roughly 900 locations and halting the employ of the implicated onion supplier, as reported by NBC News. The company as well invested heavily in marketing and franchisee support following the crisis, allocating over $95 million to address the fallout.

Then, in January 2025, McDonald’s announced it would scale back some of its Diversity, Equity, and Inclusion (DEI) initiatives, a move mirroring similar decisions by other corporations. The company stated it would discontinue external diversity surveys and cease requiring DEI commitments from suppliers.

The current boycott, initiated by The People’s Union USA, began on June 24th and is scheduled to run through June 30th. The group’s founder, John Schwarz, outlined a broad range of grievances against McDonald’s, alleging exploitative tax practices, price gouging, suppression of worker rights, and insufficient commitment to genuine DEI efforts.

Beyond Burgers and Fries: The Core of the Protest

The People’s Union USA frames the boycott as a broader struggle against corporate power and economic inequality. Schwarz argues that McDonald’s prioritizes profit over the well-being of its workers and communities. The union’s demands extend beyond specific policy changes, calling for “fair taxes, an end to price gouging, real equality, and corporate accountability,” as stated on their Instagram page. This isn’t simply a consumer protest; it’s a demonstration of collective action aimed at shifting the balance of power.

A History of Scrutiny: McDonald’s Under the Microscope

The recent boycott builds on a history of scrutiny directed at McDonald’s. Last October, Senators Elizabeth Warren, Bob Casey, and Ron Wyden publicly criticized the company for substantial menu price increases, questioning whether these hikes were justified by inflationary pressures. The senators pointed to McDonald’s high operating profit margins – 52% in the relevant period – as evidence of “textbook greedflation,” a term used to describe companies exploiting inflation to increase profits.

This isn’t the first time McDonald’s has faced accusations of prioritizing profits over people. The company has long been a target of labor organizers and advocates for higher wages and improved working conditions. The current boycott taps into these existing concerns, amplifying them with a broader critique of corporate responsibility.

What’s Behind the DEI Rollback?

McDonald’s decision to scale back its DEI initiatives is part of a larger trend among US corporations. Following increased political pressure and legal challenges, several companies have reevaluated their DEI programs. McDonald’s stated it would no longer participate in external surveys measuring corporate diversity and would discontinue requiring DEI pledges from suppliers. The company reframed its focus to “Global Inclusion,” but critics argue this represents a weakening of its commitment to diversity and equity. The move has drawn criticism from those who believe DEI initiatives are essential for creating a more inclusive and equitable workplace.

Confirmed vs. Unclear: Separating Fact from Allegation

It’s important to distinguish between confirmed facts and allegations driving the boycott. The E. Coli outbreak and the subsequent menu changes are confirmed events, supported by CDC reports and company statements. The senators’ criticism of price increases is also a matter of public record. However, allegations of exploitative tax practices and suppression of worker rights require further investigation and have not been independently verified by sources available at this time. McDonald’s denies these allegations, stating it “welcome[s] honest dialogue” but disputes “misleading claims” about its values and actions.

The Numbers That Matter

Several key numbers underscore the context of this situation. McDonald’s reported nearly $9 billion in profits this year, according to The People’s Union USA. The E. Coli outbreak affected at least 104 people across 14 states, with 34 hospitalizations and one death, as reported by TODAY. McDonald’s invested over $95 million in response to the outbreak, including $60 million for franchisees and $35 million in marketing.

What Happens Next?

The immediate future hinges on the success of the boycott and McDonald’s response. The People’s Union USA has indicated it will continue to pressure the company and other corporations to address its concerns. McDonald’s, for its part, maintains its commitment to serving customers and communities and defends its business practices. The long-term implications will depend on whether the boycott gains broader support and whether it prompts meaningful changes in McDonald’s policies and practices. It remains to be seen whether this protest will translate into lasting impact or fade as a temporary disruption.

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