McDonald’s is perhaps the biggest fast-food chain in the world. If you have seen the documentary “Super-Size Me” you can tell… people confused Jesus with Bush but they did know the McDonald’s clown. Being so famous has its disadvantage however. The brand has become a synonym for unhealthy food and the fact that people are opting for a more balanced diet in their lives is one of the many reasons why the giant has reduced its profit by 30%.

To solve this, the clown is implementing marketing techniques rather than changes its recipes.  It has introduced customization so that customers can create their own burgers and they have openly invited customers to ask questions about their products.

While I definitely think that public image is the cause of the problem I am not sure if it is the most effective solution. Sure, if you have seen my other articles (link here: https://blogs.ubc.ca/juanjoseleehorna/2014/11/03/nikes-choosing-options-make-us-choose-nike/) Nike has successfully implemented this technique in order to dramatically increase its sales and McDonald’s is hoping to do the same. In spite of this, Steve Ells was quoted in the article saying: “people are realizing there are better alternatives to traditional fast food”. The quote further emphasizes what I mentioned at the start of the article: people are demanding a more balanced food.

My personal opinion is that the only way McDonald’s could adapt to the changes in the market is if it improves its menu to a healthier choice (even if it involves increasing costs of production) and making sure the public knows about it. Marketing techniques alone will only do so much but it would not be as effective as a change in menu.