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McLiterary McCups? McDonald's Is Rebranding To Take On Chipotle

The fast-food giant is undertaking an 18-month effort to change its image in consumers' minds. But don't expect a new logo.

[Image: Flickr user Eric Mueller]

Chipotle may have transformed the fast food industry, but McDonald's isn't going to stand on the sidelines as consumers flock to the Mexican restaurant chain's vegan tofu burritos, literary cups, and brilliant ad campaigns against factory farms.

To better compete against Chipotle, McDonald's, which sells 75 hamburgers every second, is undertaking an 18-month rebranding effort to change its image in consumers' minds. The message: The Golden Arches isn't just about value. It's also a "trusted and respected brand," said CEO Don Thompson.

Achieving this, the fast food chain isn't taking the typical rebranding route. Businessweek reports the initiative might not yield a new logo or redesign. Instead, the company will focus on value, service, marketing, and, of course, its menu. Aside from adding more fruit and veggie options, the company said it will begin phasing in sustainably sourced beef beginning in 2016.