Issue #10

The idea that change is bad only work for Hershey's so I applaud McDonald's effort to become a better with the 21st century. I believe that change is important for any powerful brand that wants to continue doing business in today rapidly changing economy. One reason i believe change for McDonald's is so drastic is their brand power has made them relatively exempt but that is no longer the case. If McDonalds wishes to continue to grow their business and capture a place in the childhoods of todays children they are going to need to incorporate a twenty first century feel. The changes they they are making seem appropriate because they are not changing their core coals of fast cheap service but are just attempting to put a new fresh face on their time tested products. It is important to not that their menu is still undergoing small changes like the addition of salads that we are seeing across the industry as a whole. In my opinion, McDonald's is doing exactly what they need to be doing. Hold true to your core value and just shift the image to something that is more palatable to todays younger generation. One thing I do disagree with is the idea that they are going for a "coffee shop feel". I don't believe this is necessarily appropriate because I don't view McDonalds as a coffee shop and i don't believe that is where they will find success in the future. Never the less, the face lift that they are accomplishing through this pursuit has no reason to be rejected by consumers today. We as consumers have nothing to loose and will likely be rejuvenated by the fresh look with the classic value that we are already familiar with.