‘Starting this year McDonald’s will begin the process of an 18-month rebrand. The need for a total makeover stems from a number of dismal sales months. A new report surveying 3,000 consumers also found that baby boomers, Gen-Xers and millennials are just not lovin’ fast food.
To combat the poor image, McDonald’s is offering free coffee the next two weeks. It also recently trademarked McBrunch, because, someone had to! McBrunch might not be coming anytime soon because of logistics, but the company is already implementing a new breakfast menu in San Diego that will make McDonald’s appear more like a French café than a billion-dollar burger shop. It will even include Petite Breakfast Pastries. As CEO Don Thompson stated, it’s all about creating a “more trusted and respected brand” that “customers will feel good about.”’
Read more: McDonald’s Wants to Re-Brand? Fast Food Needs to Rethink Everything