Comments on: The McDonalds Refresh & Fast Food Chains

By: Scott

Scott — Tue, 16 Jan 2007 18:13:03 +0000

From the photos, that looks like it would be a cool place to go hang out and get something to eat. Unfortunately, the food will still make me sick.

By: Johan

Johan — Tue, 16 Jan 2007 19:38:40 +0000

could it be that the *left out*deep orange background could emphasize the actual meat of the burger?

So the yellow alone is more generic ?

By: Mark

Mark — Wed, 17 Jan 2007 00:53:31 +0000

Wow, so much to discuss here. My first thought was that perhaps McDonald’s is trying to stave off the criticism that they target children in their advertising and are therefore guilty of the world’s rising childhood obesity rate. There is a McDonald’s near my house in suburban Arizona (U.S.A.) that sports an interior decor very similar to the described Nottingham UK location. The earthy-colored ‘chic’ atmosphere is pretty different from the usual McDonald’s experience. It really did feel more upscale than a standard fast food joint, but it was still McDonald’s so I did not care when my kids dropped fries on the floor!

We are not big fast food eaters but from the time that my kids were just starting to talk, they have been able to pick out different types of stores while out driving around town. They used to group any bright red sign as a McDonald’s, including chains like Wendy’s, KFC, Carl’s Jr., Sonic, and even Burger King. What amazed me further was when they got to be a little older, perhaps around the age of three years old, they were able to differentiate all sorts of brands either through signage or TV ads. Not only fast food restaurants but also stores like Lowe’s, Home Depot, Target, Fry’s, and even car brands like Honda’s “H” logo and the Ford blue oval. This was long before they were able to read so it was pure brand recognition. There is definitely something to be said about a strong brand when a two year old can readily pick them out of the crowd. I am not saying that I agree or disagree with the argument that McDonald’s deliberately targets children with their advertising because as I illustrated above, it was not only fast food joints that my kids were recognizing, and I know for a fact that places like Lowe’s and Home Depot are not targeting their ads towards kids. Whatever the reasoning though, it would seem that McDonald’s is shifting their brand to be more adult-friendly. I thought I would just throw out my reasons for possible justifications.

Of course it could just be cyclical as well. You get the kids when they are younger and you have your brand mature as they grow up. Maybe in another 10-20 years they will go back to the kid-oriented image to grab the attention of a fresh crop of impressionable minds? Like I said, so much that could be discussed here. Great article!

By: Red Hat » The McDonalds Refresh & Fast Food Chains

Red Hat » The McDonalds Refresh & Fast Food Chains — Wed, 17 Jan 2007 02:19:31 +0000

[…] Original post by Matt Davies […]

By: Andrew Faulkner

Andrew Faulkner — Wed, 17 Jan 2007 13:02:21 +0000

Definitely looks a lot classier now.

Another point - over the last year or so McDs has introduced a lot more to its food range with many salads, fruit & veg and sandwiches. Maybe they are rebranding to get rid of the ‘fatty’ image and aim to be considered more healthy these days? Just a thought.

By: kelly

kelly — Thu, 18 Jan 2007 14:33:14 +0000

The McDonalds rebranding has a lot to do with an attempt to make their food seem more healthy as well, I think. As someone else mentioned, the changes on the menu to fruit and veggies and ’sub-style’ sandwiches is a nice change, but I will refrain from being impressed until they take the burgers and fries off the menu. Regardless of the re-branding attempts, I think McDonalds has built themselves an image that is deeper rooted than bright colours. I, myself, view this change with a bit of contempt.

By: Johan

Johan — Thu, 18 Jan 2007 19:57:29 +0000

Not mentioned yet regarding the revitalization of the Mc Donalds’ brand.
Reducing the logo to the yellowish shaped *M* is about making the brand work better cross cultures, the emphasis is now more at the shape of the M, and secondary the colors. This resulted into reducing any negative connotations which could be provoked by using colors or shapes that might insult any culture. Of course, rebranding makes the brand look new again to the public - which in turn holds the brand into the mind of the public.

By: Jake

Jake — Fri, 19 Jan 2007 01:05:24 +0000

Here in Australia they’ve been far more direct in their endeavours to market to adults who like to eat healthy, but have children who whine until they get a Happy Meal. We have the McCafé (I kid you not), a supposedly healthy option for mothers (or fathers) who’d prefer to sip on a latté and eat a salad in a café-like environment while the kids run and scream in the play area.
I can’t help but think this was a direct result of Morgan Spurlocks’ ‘Super Size Me’.

By: Matt Davies

Matt Davies — Fri, 19 Jan 2007 10:33:00 +0000

I agree with a lot of what you chaps are saying. The point is however that from a design perspective there really isn’t much more one could ask from McDonalds. They have a strong brand, they know how to use it and they use it well. Despite what people think of their ethics there is a lot to learn from the kings of fast food.

I think your point Johan was good - the rebrand puts McDonalds back into the mind of the public. It is pretty risky for such a large company to rethink their position and could have gone badly wrong - however the shift to a more “healthier” looking McDonalds, with “healthier looking” product ranges can only reflect consumer want and needs. They are giving people what they want and are attempting to gratify a public which has become increasingly sceptical.

From a personal point of view though, I wouldn’t go into a Macy Dees for a “healthy meal”. If I eat there I know the food is awful and fatty but I don’t care because I am on the go - and need food… fast!

Johan, you also mentioned making the “M” smaller made it work across cultures - what do you mean?

By: Johan

Johan — Fri, 19 Jan 2007 14:24:54 +0000

Johan, you also mentioned making the “M” smaller made it work across cultures - what do you mean?

Before you had two colors yellow and orange, and the explcit word Mc Donalds in full. Reducing the logo to only the M shape makes it work accross cultures. The M shape works better universally then colors (colors have different meanings accross cultures, and emotions …)

By: Brandon

Brandon — Sun, 21 Jan 2007 13:51:20 +0000

It definitely appeals to me! I like the laid-back coffee shop style seating and such. It’s a great change, it makes it much more comfortable and inviting. But that said, I’m not going to go there daily or even weekly because I know that the food isn’t the best for you.

By: Martíncho en Argentina » Glocalize my brand

Martíncho en Argentina » Glocalize my brand — Tue, 13 Feb 2007 16:57:27 +0000

[…] McDonald’s ist seit je her rot und gelb und damit meist ziemlich grell. Es gibt Geschichten, dass sie mit diesen Farben die Kunden schneller wieder aus dem Restaurant bekämen — die taktische, farbpsychologische Fast-Food-Garantie sozusagen. Das ist mit an Sicherheit grenzender Wahrscheinlichkeit Unsinn und dennoch steht in Nottingham, Großbritianien eine der ersten neuen Filialen mit einem angenehm reduzierten Fasadendesign. […]

By: James

James — Mon, 19 Feb 2007 05:05:18 +0000

I think that the salad and fruit idea is a healthy
decision. And I know for a fact that the french
fries and burgers will never be removed completly
from the menu, because most people, even if
healthy alternatives exist, will not choose them.
And so then most people would go somewhere else
to get what they want even if it is not healthy
for them. And that super size me movie makes sence
if you have a Large Soda and a Large Fry and a
Large Burger, you won’t be healthy very long.
And another thing the McDonald’s workers do not
chose your meal for you, you chose your own
diet and should be mature enough to take
responsibilities for your own decisions!

By: Matt Davies

Matt Davies — Fri, 23 Feb 2007 22:38:29 +0000

Now now James - lets keep off the politics and keep on the design and marketing side of things! I do think you are making a good point though, in that some people will always choose the unhealthy option, however this shift in branding clearly shows that McDonalds wants to move away from those customers. More people must be looking elsewhere for healther options and they must have noticed this or at least suspect that this is where the future of fast food lies.

By: Viorel

Viorel — Tue, 13 Mar 2007 21:48:26 +0000

very well written,
congrats,
Viorel, Bucharest

By: Ruthy00

Ruthy00 — Tue, 20 Mar 2007 15:20:05 +0000

Matt Davies-I do not belive for one moment that McDonalds ‘wants’ to move
away from these type of customers, I believe they are being forced to.
People are becoming alot more clued up as to what is in a Big Mac and this
in itself is forcing McDonalds to ‘move’ with the times of healthier eating.
If people were not given nutrition information of McDonalds products I suspect
McDonalds would have not introduced a healthy eating range.
How many people are going to walk into McDonalds and buy a salad when all you can see and smell are burgers and chips (and lets face it- it does smell quite
tasty!!!)

By: Joe

Joe — Tue, 15 May 2007 16:45:05 +0000

I don’t care how good the shop looks, the food is so unhealthy the whole chain should be shut down!

By: Joe

Joe — Tue, 15 May 2007 16:48:26 +0000

Joe-continued

I used to go to McDonalds every thursday. I stopped going for about a month and when I went back it actually makes me ill. I have generally a healthy diet and now all fast food makes me ill. I hope this is a suitable arguement for how bad McDonalds really are!!

By: Sarah

Sarah — Thu, 07 Jun 2007 20:57:32 +0000

I work in the ‘evil empire’ that is McDonalds and my restaurant has just been re-furbished to a similar theme. Can’t say there has been a great change in the demographic of the customers who come in since we changed but I’m pretty sure that the majority of them are sensible adults who eat well balanced diets. It’s certainly a better environment to work in and looks alot more grown up - (funny that a business responding to what a customer wants so it can create more business?!). By the way I eat the food in my restaurant as part of my well balanced diet AND I excercise on a regular basis - never felt the need to have a go at Mr Kipling or Mars for their awful and fatty food. You should have a look at some of the mini markets around the country who have completely re-designed the exterior shape of the Drive Thru’s as well as the interiors.

By: andy

andy — Mon, 24 Sep 2007 05:01:05 +0000

Great Article! Here is something more about mcdoanlds logo. Take a look at that mcdonalds logo.

By: lindsey

lindsey — Fri, 26 Oct 2007 20:40:10 +0000

woo woo mcdonalds!!!! from employee hehe

By: Talkin’ blues « inklinz | reveries from the bottom of the world

Talkin’ blues « inklinz | reveries from the bottom of the world — Sun, 20 Jan 2008 09:23:22 +0000

[…] drinks, or just stop and stare at toothpast packaging in the supermarket [sidetrack – not that McDonalds are starting to tone down the colour]. Where was I? The almost automatic sameness of graphic icons. Quick differentiation of these […]