Brian Damage
04-15-2010, 10:08 AM
http://images.businessweek.com/ss/06/05/mcdonalds/index_01.htm?campaign_id=msn_mcd
In a bid to remain true to its advertising and marketing as a "forever young" brand, McDonald's has decided to embrace a contemporary design for its restaurants. This will be the first time in three decades that McDonald's is undertaking such a huge redesign of its 30,000 restaurants worldwide.
In redesigning its franchises, McDonald's faces a number of challenges. There's the sheer size of the world's largest hamburger chain, for one, and the fact that often McDonald's takes on the local flavor of its locations around the globe. Another challenge is that the company has thousands of franchisees who own and run their own restaurants. Convincing so many owners won't be easy, especially since they'll have to fund the redesign from their own pockets.
During the design process, the iconic brand has been careful not to rub out its carefully built image, even as it tries to adopt a modern look. The golden arches continue to get pride of place, and yellow has won out as the color of the future, while red has been downgraded
In a bid to remain true to its advertising and marketing as a "forever young" brand, McDonald's has decided to embrace a contemporary design for its restaurants. This will be the first time in three decades that McDonald's is undertaking such a huge redesign of its 30,000 restaurants worldwide.
In redesigning its franchises, McDonald's faces a number of challenges. There's the sheer size of the world's largest hamburger chain, for one, and the fact that often McDonald's takes on the local flavor of its locations around the globe. Another challenge is that the company has thousands of franchisees who own and run their own restaurants. Convincing so many owners won't be easy, especially since they'll have to fund the redesign from their own pockets.
During the design process, the iconic brand has been careful not to rub out its carefully built image, even as it tries to adopt a modern look. The golden arches continue to get pride of place, and yellow has won out as the color of the future, while red has been downgraded