Self | Social Media | Culture
The McDonald's Coffee Spill Lawsuit Was The Precursor to Social Media Witch Hunts
Never forget the humanity of your peers in an age of judgment.
One of the great media injustices took place in 1994 — and it began a pattern of malignment that escalates to this day.
The case was Liebeck v. McDonald’s. It’s one of the most widely recognized and highly misunderstood lawsuits in history. Most people know it as, “The greedy lady who spilled coffee on herself and wanted an easy payday.”
It’s also the precursor to social media harassment campaigns — including a list of targets I hesitate to even mention — because I know people buy into the nonsense.
Here’s what really happened.
The lead-up to the legal showdown
Stella Liebeck did indeed order coffee and spill it on herself. After pulling through the drive-through, she put the coffee between her legs, and the lid popped off. The coffee then spilled on her inner thighs and crotch region.
What people often miss is that the coffee didn’t burn her — it completely scorched her body.
McDonald’s was keeping the coffee far, far hotter than it needed to be, at temperatures that cause third-degree burns in an instant. Remember: Heat damage is also a proxy of exposure of duration — and there was little time to react (which was exacerbated by her old age).
Liebeck spent more than a week in the hospital battling life-threatening infections.
The media also conveniently ignore that there were more than 700 hot coffee complaints and lawsuits filed against McDonald’s in the lead-up to this case. More than $500,000 in payouts had been given to burn victims.
But when the casual consumer scanned headlines and saw, “Woman Wins Millions After Mistakenly Spilling Coffee On Herself”, it turned McDonald’s into a martyr for lazy, greedy consumers — and the customer into an avatar of laziness and opportunism.
It became so easy to conclude the woman was a fool for not knowing coffee was hot, and that she should have been more careful and taken responsibility for her mistakes.
She’s lucky there was no Twitter back then.
The court case was a hot mess too
During my MBA program, we studied this case in corporate law class. I remember being so surprised at the number of contradictions to public perception within it.
First, Liebeck never sued for millions.
She asked for $20,000 just to cover her medical expenses (the costs her insurance didn’t cover). For six months, McDonald’s refused and instead offered her $800. Eventually, she hired a lawyer. His eyes went wide as he saw the facts of the case. That’s when their claim went way up.
The jury was initially skeptical of Liebeck. They thought she was just another ambulance chaser.
And then they saw the actual images of the burns
Liebeck had permanent damage to her private areas. The images are hard to look at and I can’t even describe them without getting very graphic.
Doctors performed several skin grafts. Liebeck’s physician testified in front of the jury that her burns were one of the worst he’d ever seen, as bad as people who’d been on fire.
Conversely, McDonald’s defense lawyers were flamboyant and pompous. In one of the all-time great legal screw-ups, they responded to the fact that 700+ people had been burned by saying it was “little more than a rounding error”. Regardless of the company’s customer volume, it reflected a callous disregard for the harm they had — and were — causing.
After the jury saw McDonald’s track record of burns, the arrogance of their lawyers, and their refusal to accept any blame, the tide turned.
Even worse, Liebeck’s attorney cross-examined McDonald’s quality control manager and squeezed three painful confessions out of him:
- That their coffee was not served at a temperature safe for consumption.
- That consumers were not adequately warned of the burn risk.
- He also buried his foot in his mouth by saying he had more important matters to attend to than the burn injuries. He said they didn’t constitute a change in policy.
Between these missteps and the facts of the case, the jury awarded Liebeck $640,000. However, the judge added punitive damages totaling $2.7 million, equal to two days of Mcdonald’s coffee sales.
Punitive damages are a judge’s way of saying, “You messed this up so bad that I’m going to add extra damages just to send a stronger message to everyone watching this.”
The aftermath
Sadly, Liebeck never got the millions.
She instead settled out of court for a half-million dollars. She spent the remaining 12 years of her life in poor health while her settlement only covered her medical care and a live-in nurse.
She was never some dumb, greedy, careless woman who didn’t know that coffee was hot. The public’s misconception was a major disservice to someone who genuinely suffered.
This should have been a PR nightmare for Mcdonald’s. Between the 700+ incidents and the pattern of lava-hot coffee, it was just a matter of time before this happened.
McDonald’s was big enough to take the hit and was blessed with a rare media hall pass. Conservative political talk shows needed an anti-business case study to spin for election season.
The public drew quick conclusions about this woman before even knowing the facts of the case. It highlights a continuing clouding of the truth — often about things that don’t even affect your personal life — yet damage someone else's.
In recent years, I’ve seen rampant campaigns to target and harass people on social media — Twitter especially — by people who don’t actually know what happened in some person's divorce. I see Medal of Honor winners being targeted because of bogus campaigns about what happened on a mission — by people who have probably never been in combat.
Taking sides is fun. It’s in our nature to enjoy combative feuds and pick a team. Just remember that we aren’t usually working with hard evidence or perfect information.
It’s so easy to let your own experiences inform your opinion more than the facts.
In short: stay empathetic. Know that even if someone made a mistake — you could easily have been them, looking out from their eyes, seeing all the people holding torches and shouting your name.
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