At McDonald’s, Those Arches Aren’t So Golden
By Brian Wheelis • July 8, 2015
Some moves already have been made, eliciting mixed reactions. A return of the 1970s Hamburglar character as a hip dad was cheered and jeered. It took a while for McDonald’s to bring to the United States, its largest market, a successful campaign in Canada devoted to answering consumers’ questions about its fare.
And Adweek applauded as “pretty cool” an initiative in some markets to introduce innovative takeout packaging for bicyclists. But when I posted the article on Twitter one of my followers wrote, “You know your #food company is in trouble when the best part about the food you serve is the box it comes in.”