I believe that McDonald's has already made great strides in improving their image. In the past few years we've seen them go from cheap and simple to offering gourmet coffees and "designer" salads. The old red tiled floors have gone by the wayside and in has come a lighter colored tiled that has a very clean look to it.
It is important for a business to have a business model that is constantly evolving and improving. An excellent example is the companies response to the movie "Super Size Me" by Morgan Spurlock. Shortly after the movie came out, McDonald's removed their super size option from the menu. They also added a few healthier options to their menu at the same time. As a result, they were able to minimize the impact of this film on their business.
I think that instead of spending so much money improving the physical look of their restaraunts, they would be better off designing a slightly healthier menu that could be served to the customers in a reasonable time frame. The company does not need to prove that their products are actual healthy options, they only need to show that they are healthier than their competitors.
McDonald's has already made great strides improving their image and it seems that they will continue that trend. They have managed to put a big dent in the profits of Starbucks and Dunkin Donuts by offering simliar coffees and using an aggressive marketing strategy. I don't think that the coffeehouse look would suit them very well, but I didn't think that they would do well selling coffee either.
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