1. McDonald's has successfully handled issues in the past, such as recycling, although recent months prove efforts such as the Dollar Menu to be unhelpful. How can McDonald's handle the obesity lawsuits? How can the company handle the trend of obesity and its possible association with fast food? 2. Quality, value, and service are critical within the fast food industry, how should McDonald's measure improvement in these areas and how should the company communicate improvement in these areas? 3. How can McDonald's communicate its place as a part of a healthy lifestyle? 4. How can McDonald's ensure that it is providing customers products that they are demanding and how can it communicate these products to such a broad customer base? 5. Will McDonald's recover from the perception problems that it is experiencing, from "unclassy," to slow service, to bad food? What media should the company use to communicate its renewed commitment to its customers?