McDonald's Changing its Image...?

On my way into work this morning I saw a headline on "The Epoch Times" (a free paper that is handed out to pedestrians on the street in New York City). What caught my eye was a story about McDonald's re-inventing its brand. There was a picture of the flagship McDonald's which was right down the street from us at FUSE in Chicago. McDonald's is apparently spending $1 billion dollars to re-create its image in an attempt to distance itself away from competitors such as Wendy's and Burger King. It now has its eyes on more "upscale" markets like Panera Bread and Cosi. The article then goes on to tell us that David Palmer of UBS Securities calls this a potential "game-changer" for the chain. McDonald's is also serving new foods such as gourmet coffee, fruit beverages and oatmeal. I'm wondering if this will take or not. It seems to be a drastic move.

It reminds me of the "New Coke" move that Coca Cola Corp. made decades ago. That however, was a simple change in recipe which resulted in an unanticipated explosion of free publicity when Coke changed its recipe back. This left Pepsi in the dust. What luck that was for Coca Cola...

If this doesn't fly for Mickey D's what does the future hold for them?...



Most Popular