McDonald's fast food restaurants have never been among the respectable establishments. This is a good place for a quick and inexpensive meal, but nothing more.
In addition, against the backdrop of many different scandals, the value of the brand in the eyes of consumers is rapidly declining. Special studies have shown that about 38% of all network conversations in which McDonald's, were negative. And this is a wake-up call for a fast food restaurant chain that has many strong competitors.
And in order to change the situation, McDonald's plans to rebrand, the procedure of which will stretch for a year and a half. This does not mean just changing the logo or corporate identity. It is planned that the rebranding will affect such components as service quality and thoughtful marketing. There will also be some changes to the menu.
According to Don Thompson, CEO of the company, the goal of the rebrand is to "become a more attractive and respected brand."