advertisement
advertisement

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.

McLiterary McCups? McDonald’s Is Rebranding To Take On Chipotle
[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.

advertisement

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.

About the author

Based in San Francisco, Alice Truong is Fast Company's West Coast correspondent. She previously reported in Chicago, Washington D.C., New York and most recently Hong Kong, where she (left her heart and) worked as a reporter for the Wall Street Journal.

More

Video