Ronald Bad For The McDonald’s Brand?

March 4, 2011  |  

By J. Smith

It seems as though McDonald’s has closed the coffin on the clown. Ronald McDonald — the chain’s goofy, red-headed mascot of 48 years — has outworn his welcome under the golden arches in a corporate effort to create a more chic and sophisticated image of Mickey D’s. After increased competition from chains like Starbucks, the fast-food giant is more focused on selling profitable coffee drinks and trendy salads than Big Macs and McFlurrys.

The burger company’s subtle yet vast campaign to revamp their image hasn’t stopped with the decreased presence of the infamous clown in advertisements. They are attempting to class up the restaurants that are usually littered with stray balls from the kids play-pit by installing padded seating and offering free wifi to attract a more modern and upscale clientele.

Consumers link the Ronald McDonald character to the old, high-fat foods that are decreasing in popularity among an increasingly health conscious America, the Daily Finance reports. The McCafe coffee products have helped to revive sales, pushing up revenues in six of the last seven quarters, the publication reports. Does this reflect a turning tide in what American consumers demand from their fast food? Are people finally realizing that a change needs to be made to the largely unhealthy American diet? Has Michelle Obama’s healthy eating campaign worked? A study needs to be done on this, stat!

Well, whether McDonald’s wants to be known for cheap late-night food or “high class” coffee, their advertising plan remains the same: Black culture will be exploited either way (see the rapping dollar menu girl and the poetry spitting McCafe guy).
Read more: Ronald McDonald Put to Pasture as Fast-Food Chain Gentrifies

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