I think that it is a good idea for McDonald's to change their look. They have come under heavy fire lately, because of how unhealthy their food is and how it contributes to Obesity in the United States. I think the change will take people off the idea that McDonald's is a cheap unhealthy eatery, and make them think of McDonald's as a more classy restaurant, with options for healthy and unhealthy items.
If McDonald's were to ask me for advice, I would say to continue on course. The only difference in the strategy they have now, is what they will do about parking and heavy traffic areas. If McDonald's wishes to become a local hang-out, then they need to look at a larger, more spacious area. Overall I think the branding strategy could very well be a success. The only problem is to get their franchisees to go along with the plan.
The one thing McDonald's needs, is unity within all of their franchisees. If they plan to go ahead with this re-branding strategy, then they need everyone to be cooperative. They need to first organize a business plan, and make everyone aware of what their intentions are and how it will benefit everyone in either the short-run or the long-run.
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