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This daily news will seriously examine the real key factors behind the recent McDonald’s rebranding marketing campaign in the UK. The key objectives with this research will be to explore why and how do McDonald’s rebrand itself in britain. This analysis will also offer an in-depth analysis of the advantages of McDonald’s business structure, as well as the significant problems that have been completely faced, and have generated critique towards McDonald’s, its item, and its service quality.

McDonald’s Rebranding

The fast food cafe, McDonald’s, has become a significant effect and figure in American traditions for decades, and continues to be successful in the USA and round the world. Pertaining to Ritzer (2011), the McDonald’s brand has become a symbol with the Westernization procedure, which is motivated by the general globalization. Throughout the company’s accomplishment, McDonald’s is rolling out a profitable business version that has broadly adopted with a number of different successful corporations around the world, such as IKEA, Pizzas Hut, and Burger King (Ritzer, 2011). “McDonaldization has become the term to identify company systems which will look to control their buyers through the McDonald’s business model (Ritzer, 2011). McDonald’s business model has been so efficiently in recent times the fact that company features consistently recently been ranked as one of the top “Best Global Brands, and it can absolutely be believed that nearly all person around the world has read about McDonald’s (Ritzer, 2011). However , the company has recently received a large large degree of negative critique with regards to all their employment circumstances, the quality of their products and the unwanted side effects of these goods on peoples’ health (Ritzer, 2011). As a result, this has led McDonald’s elderly management to consider a rebrand to maintain their competitive advantage in the modern market.

When it comes to the poor career conditions, the “McJob structure has misplaced its charm to potential employees as a result of low earnings and deficiency of further career opportunities or perhaps long-term expansion for McDonald’s staff (Klein, 1999). Actually the majority of McDonald’s employees consider their task to be a hobby, although it has now improved in light with the recent economic downturn (Klein, 1999). This attitude suggests that the candidates who have apply for job with McDonald’s consider service industry tasks as “temporary work, and expect to change their tasks in the near future. Through the employer’s perspective, the ability to give a low wage has always been seen as an effective way to cut down on functional costs (Klein, 1999). Lately however , McDonald’s has started to enhance an additional 60 000 new jobs within their fresh rebranding marketing campaign (Talent Supervision, 2011). The corporation is trying to disrupt this association among McJob and poorly paid, dead-end function by attaching both the HOURS and the Promoting sectors. The key message they can be promoting shows that more than 50% of operation owners and 75% of restaurant managers started all their career as waiters (Talent Management, 2011). Furthermore, the organization has recently implemented a general budget planner for employees which is based on the average salary of any McDonald’s waiter (Bloomberg, 2013). These characters suggest that this kind of level of earnings is enough to hide living costs (Bloomberg, 2013). However , it has also stirred much debate across internet sites. Elsewhere, McDonald’s has targeted younger people, including college students or youngsters, as potential employees (Talent Management, 2011), Unfortunately this salary has been demonstrated not to cover their fundamental living expenses, and nor will the role correspond to the “dream job we were holding expecting (Klein, 1999).

With regards to McDonald’s companies service top quality, the company has built its success over a tasty item delivered by fast acceleration. This is significant as effectiveness is one of the important dimensions root the brand (Ritzer, 2011). Although the products are thought tasty and are also widely appreciated, the nutritional value and the basic effect on the consumer’s wellness are doubtful (Schlosser, 2004). The reputation of the “healthiness of McDonald’s products have been widely examined, with documentaries such as “Super-Size Me disclosing the health risks of eating McDonald’s goods over time (Boniwell and Sharon, 2012). It had been shown which can be significant dangers to main bodily organs installed as a result of this experiment (Boniwell and Sharon, 2012). This attitude aligns itself together with the increasing involvement in the growing level of unhealthy weight among adults and kids around the world. Presented the fact the particular one of the major causes behind the obesity can be excessive take out intake, this kind of negatively impacts the brand image of McDonald’s (Boniwell and Sharon, 2012). Consequently, the company provides decided to combine healthier take out options within their menus.

Jamie Oliver, probably the most popular TV SET chefs in britain, has also belittled McDonald’s meals. He ruined the company to get the poor nutritional content in their products and the entire low quality of McDonald’s food (Marketing, 2012). However , after the company built-in health-related groups into it rebrand, Jamie Oliver actually praised the company (Marketing, 2012). Oliver started helping McDonald’s following your company began using organic milk and free-range ova in their menu (Marketing, 2012). Therefore it is visible that critique from crucial institutions and famous celebrities has driven McDonald’s to promote healthy food as part of the organization rebrand. This is seen as

McDonald’s has started to supply nutritional data for its products in the restaurant menus. The items have also been re-designed with a view of decreasing the amount of calories in these people, for example , it is estimated that the caloric content in a few McDonald’s foods has lowered by as much as twenty percent. Despite this, generally there remain goods which are full of calories, such as the popular Big Mac, which still has 490 calories a serving (Daily Mail, 2011).

A significant a part of this rebrand aims to distance McDonald’s in the image of a “fast foodstuff cafe, which considers speed as their priority. This implies that the company is intending to change it is brand graphic to be seen since an “upscale restaurant, thereby delivering better quality service and products (Humans Invent, 2012). This can be noticed in the redecoration of the restaurants’ interior being more “restaurant-like in their design and style. These actions suggest that the organization is trying to distance alone from the main factors that, in the beginning, actually have contributed to the widespread development of McDonald’s company image: productivity, calculability and speed. Yet , some resources argue that it could be quite difficult to get the company to change the target market from staying consumer’s expecting quick support and standard McDonald’s foodstuff meal to ones anticipating a nice and pleasurable knowledge (Humans Create, 2012).

Somewhere else, McDonald’s rebrand aims to concentrate on families with children that visit the restaurants for lunch or for lunch. This implies that McDonald’s normal customers, namely teenagers and children, provides contributed to decrease the value of the trademark image (Humans Invent, 2012). Consequently, nearly all McDonald’s eating places in the UK had been redesigned to resemble a contemporary family restaurant (Humans Invent, 2012). This implies the fact that whole with capacity of arrangement and interior design have been changed to suit the family requires. Despite this, the foodstuff quality remains to be not regarded as being for everyone, it is therefore questionable perhaps the redesign and changes in the selections will attract the right consumer.

An identical rebranding marketing campaign was included by the superstore Wal-Mart, the place that the management tried to integrate movie star endorsement to improve brand graphic (Frying Griddle News, 2011). However , offered Wal-Mart’s manufacturer reputation and history, this campaign was widely thought to be a failure. Therefore , the question even now remains whether or not the current rebranding strategy will work for McDonald’s as the company is attempting to completely modify a brand approach that has been hugely successful pertaining to 50 years (Elliott, 2011). McDonald’s had previously tried to integrate new products in the past, such as supplying Deluxe Range Burgers, require strategies include failed (Elliott, 2011). This kind of suggests that McDonald’s targeted children as well as family members, anticipating that parents could come to McDonald’s to please their children. Therefore the demands of a marketplace did not match with the setting of a new “Deluxe item which resulted in the inability of the series (Elliott, 2011). Currently, McDonald’s is looking to change the item, promotion, placing, and physical evidence of it is brand based on the new marketplace. However , despite all of these changes, there is still a chance this will not be successful.


The purpose of this composition was to explore the key causes of the new McDonald’s rebranding strategy. It can be found that the company has made a decision to move away from old rebranding strategy that can be successful for the last 50 years. McDonald’s has started to integrate adjustments into every aspect of its advertising mix. This kind of rebranding offers altered the nature of McJob, the health value of the product and the quality in the service. The newest rebrand approach has also launched new focusing on and setting strategies, along with affecting the promotion, physical product and people aspects of the McDonald’s company. Despite the efforts of the new rebranding approach, the levels of success stay questionable and it could be deemed that rebranding may actually decrease the value of McDonald’s manufacturer in the circumstance of the association with American and pop tradition. Likewise, it may well fail to catch the attention of the new target audience which could result in additional costs for the company.


Bloomberg (2013) McDonald’s Employee Price range Planner Takes on 2 Careers at $13 an Hour. Readily available: http://www.bloomberg.com/news/2013-07-15/mcdonald-s-employee-budget-planner-assumes-2-jobs-at-13-an-hour.html (Accessed on 14/11/2013).

Boniwell, We., Lucy, Ur. (2012) Personal Well-Being Lessons For Supplementary Schools: Great Psychology In Action for 10 to a decade old, McGraw-Hill: UK.

Daily Mail (2011) It’s a (salty, fatty, saucy) McWrap! 600-calorie breakfast can be worse than Big Mac pc, Available: http://www.dailymail.co.uk/news/article-2054942/McDonald’s-McWrap-600-calorie-breakfast-worse-Big-Mac.html (Accessed in 14/11/2013).

Elliott, C. (2011) “It’s processed foods and chicken breast nuggets: Children’s perspectives in

‘kids’ food’ and the question of meals classification, in Journal of Consumer Behaviour, 10 (13): 133-40.

Baking Pan Information (2013) Walmart Celebrities: Which Side Are You OnAvailable: http://fryingpannews.org/2013/07/30/walmart-celebrities-which-side-are-you-on/ (Accessed on 14/11/2013).

Human beings Invent (2012) McDonald’s gets a face-lift. Available: http://www.humansinvent.com/#!/4429/McDonald’s-gets-a-face-lift/ (Accessed on 14/11/2013).

Klein, N. (1999) No Logo design: Taking Aim at the Brand Bullies, Knopf Canada: Canada.

Marketing (2012) Jamie Oliver good remarks McDonald’s healthy and balanced eating agenda. Available: http://www.marketingmagazine.co.uk/article/1142906/jamie-oliver-praises-McDonald’s-healthy-eating-agenda (Accessed about 14/11/2013).

Ritzer, G. (2011) The McDonaldization of Contemporary society 6, Pinus radiata Forge Press: USA.

Schlosser, E. (2004) Fast Food Land: The Dark Side of the All-American Meal, Allen Lane The Penguin Press: UK.

Talent Management (2011) McDonald’s Should Rebrand the ‘McJob’. Available: http://talentmgt.com/articles/view/McDonald’s-aims-to-rebrand-the-mcjob/1 (Accessed on 14/11/2013).

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