"A comfortable armchair. Cool hanging lights. Funky graphics and photos on the walls. Wi-Fi access. Premium coffee. Isn't Starbucks great? Except...this is McDonald's. McDonald's (MCD )? That's right. After 30 years without a major design overhaul, the 51-year-old fast-food giant is adopting a hip new look. The world's largest hamburger chain is redesigning its 30,000 eateries around the globe in a 21st century makeover of unprecedented scale."
I went to London for the day yesterday and couldn't help but notice throughout the capital, Mc Donalds has been going through a bit of a face lift. In several of the branches I passed, it would seem the Mc Donalds brand is beginning to evolve. The universal colour palette that people across the globe would associate with Mc Donalds is red, and the infamous yellow arches, but things have begun to change. After coming back from London and looking on the official Mc Donalds website, it would seem the bright red background that graced their brand for decades has been replaced by a more chic, sophisticated and ‘sensible’ black. Mac Donalds are clearly trying to rebrand themselves, away from the childish, playful and more ‘in your face’ tone that set the company with the use of red, by choosing a colour which is a lot more fashionable and mature. The use of black is more likely to appeal to a wider, older and more sophisticated audience to match its new menus that include salads and wraps – dusting off the once fatty, unhealthy image.
By changing just one colour, it can’t be disputed that Mc Donalds looks all the more better for it. From just looking at the outside of the branches, the shop looked immediately more modern, cleaner and inviting – a job well done. The image of Mc Donalds has certainly begun to change, and is clearly going to be a gradual process throughout the global stores. With all these changes happening Mc Donalds could risk the possibilities of alienating its current and most loyal customers, so need to be careful that by introducing this ‘new and improved’ image, they still manage to maintain aspects of the Brand that make them such a household name in which people know and love.