A bold headline for an ambitious copywriter some may say, others may question the fact that said copywriter has never really eaten at McDonalds given that:
- The associated guilt of indulging in fat laden, grease oozing chips would kill her faster than the food could be delivered.
- She is Jew-(ish) and walking into MaccyDs would make her feel a little like Woody Allen dressed in ultra-religious garb in Annie Hall.
That being said, McDonalds is important. Not only because it turned over $27 billion last year (which, quite frankly, is a number too big for me to comprehend), but because there are few towns or cities that don’t include one of these seminal stores. Even Guantanamo Bay comes equipped with its very own version of the fast food franchise.
When branding experts talk about the food and beverage industry, which they do – a lot. I assume it’s because talking about food is a lot more fun than talking about the branding of say – acne or anti-haemorrhoid cream.
However, no-one ever really mentions McDonalds. Firstly, this is because McDonalds is, as I have already mentioned, a guilty pleasure. The type of food you eat hiding in your car, in the dark, probably in the McDonalds car park, before obliterating all traces using the nearest bin and some heavy handed use of perfume or cologne.
No, we experts focus on brands like Innocent and Pret A Manger, with the former often being touted as the Holy Grail of ruddy brilliant marketing, which to be fair, it is. But, they are also sustainable, cool, and quirky. And I guess the inference is that talking about them makes you cool and quirky. Thankfully I long ago abandoned any dreams of embodying this sort of hip vibe – so I feel pretty comfortable talking about MaccyDs.
McDonalds has always been extremely good at emotionally connecting with their customer. From the golden arches that welcome you, through to the bespoke “Happy Meals” whose name signifies that simple is often better, McDonalds wants its customers to feel, well…happy. This was evident in its vibrant red and yellow branding – which is as eye-catching as its clown, Ronald McDonald, who was introduced in 1963 and played on the idea of youth and enjoyment. Essentially, McDonalds worked hard to gain brand loyalty with a younger demographic, who would then continue to remain true to their McDonalds roots. Back in the day, McDonalds was not a guilty sin, rather it was a cheap and friendly option. Fun for the whole family, if you will.
However, fast-forward four or five decades and a lot has changed since the 1960s. Parents are now far more aware of the fact that what they and their children put into their bodies can have a negative impact on their health and wellness. This meant that by 2005 McDonalds had plateaued – people no longer bought into the ideals of old. Now, when faced with this challenge, a number of brands (MySpace, Blackberry, Blockbuster – yes indeed I am a child of the 90s), were simply brought to their knees by change.
However, McDonalds is the $27 billion dollar company with a can-do attitude. Because instead of resisting change, they embraced it. And whilst much of their challenge roots from the fact that their original branding was just so damn compelling, they have put up an incredibly impressive fight against competitors like Byron, Gourmet Burger Kitchen, and Honest Burgers, who are not haunted by a garish, grease-laden past.
With an impressive 10-year nutrition strategy, the past ten decades have seen the head of McDonalds focus far more on muted colours, a wider menu selection, and an intense resolve to be seen as a healthy option. Recent ads have seen salads swirl and whirl alongside the McDonalds logo, whilst the calorie content is now available for all of their products. Like them or love them, you have to admire McDonalds because even after all this time, they still know what makes a brand successful – listening to the customer.
Transitioning from a focus on happiness to healthiness has not been easy, and they are clearly still struggling with this move. However, you have to commend and celebrate their efforts.
If you would like to learn more about brand transitioning feel free to give me a call on 07826 857 882 or drop me a line on helena@helenabaker.com