I think trying to change a company as big as McDonald's is a mistake. For many years everyone has know McDonald's by red roofs and golden arches. I get that they would want to stay modern and apply to everyone, but I don't see McDonald's going anywhere any time soon. Instead of doing all this upgrading on its look, you would think they would want to put more effort into food after Super Size Me. Super Size Me gave people a look into how bad fast food is. How about instead of trying to impress people by looks they impress people by changing food and trying to make it healthier.
Just because you change the look of something doesn't guarantee you'll get more business. But if they changed their menus to suit healthy people they might get new business. McDonald's keeps growing in different ways from serving cold coffee to bacon cheeseburgers, but changing their look is a mistake. If you add Terra cotta and olive green to the mix its going to throw people off. Also making Ronald McDonald more sporty? Little children know him as he is no as some sports athlete.
It seems like they are trying to make it more like Starbucks too. I'm sorry but I'm not going to go to a McDonald's to sit in comfortable armchair and try to do work when they have little kids running around and screaming in the play place. Won't get it noisy too if you have three different types of music playing to please each zone? I'm sorry but McDonald's is not a coffee house so why give it a coffee house feel!
Overall I feel the change is not a good think and they are trying to be something they aren't. They should focus more on their menu rather than looks.
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