For the world’s largest burger chain, upgrading its image requires more than advertising–a whole new look is in store at McDonald’s. BusinessWeek has the inside scoop.
“McDonald’s promises to be a ‘forever young’ brand,” says John Miologos, vice-president of worldwide architecture, design, and construction at McDonald’s Corp. “We have to deliver on that promise.” The last major change at McDonald’s restaurants was the introduction of play places for children in the early 1980s.
What will the new McDonald’s look like? “Think iPod: clean lines, simplicity,” says Miologos. The signature mansard roof? History. “The big red roof looks too dated today,” says John Bricker, creative director at design firm Gensler’s brand-strategy arm, Studio 585. It’s being replaced by a flat roof topped by a newly designed, contemporary, golden sloping curve. Ronald McDonald appears safe: The mascot was given a leaner, sportier look just last year. And the iconic twin golden arches will still play a big role in the branding.