McDonald’s began the New Year with four new ads aimed at “reigniting the lovin’.”
Following another year of continued sales decline, McDonald’s is hoping to reverse its fortunes by reinvigorating its decade-long “I’m Lovin’ It” campaign, according to Nation’s Restaurant News.
In a video message to members of the media, McDonald’s chief marketing officer said that the company would be “reigniting the lovin’ that’s been at the heart of the brand since the very beginning,” starting with a series of new ads.
Popular items like the Big Mac (which isn’t going anywhere) and the Egg McMuffin received their own dedicated ads, and in another, traditional adversaries like Batman and the Joker and Spongebob and Plankton share a moment of friendship over McNuggets and other classic menu items.
The revamped campaign comes at a particularly difficult time in the company’s sales and product innovation history, marked by a 2.3 percent drop in domestic same-store sales, according to Nation’s Restaurant News. Recently, the company also expanded its build-your-own-burger platform in an effort to reach out to customers, and announced that it would cut down its menu in favor of faster service.
Here's why McDonald's Women's Day gesture is receiving backlash
In honor of International Women's Day, McDonald's decided to turn its iconic golden arches upside down — to resemble a "W." For women. Get it?
Customers can see the flipped logo at just one physical restaurant location in Lynwood, California, on McDonald's social channels, on packaging, crew shirts and hats at 100 select restaurants across the country on March 8. In a blog post, Wendy Lewis, the fast food chain's Chief Diversity Officer, stated that the change (which is taking place for one day only) is highlighting a few of the women "who have chosen to make [McDonald's] a part of their career journey."
But is McDonald's actually empowering the women in its workforce?
"We have a long-history of supporting women in the workplace, giving them the opportunity to grow and succeed," a McDonald's rep told TODAY Food in a statement. "In the U.S. we take pride in our diversity and we are proud to share that today, six out of 10 restaurant managers are women."
The representative would not disclose how many McDonald's franchise locations are actually owned by women, however. And even though 60 percent of its restaurant managers are women, only six out of its 20 corporate executive leaders are women.
The fast food giant has also been accused of "ignoring" sexual harassment allegations in 2016 after numerous complaints were filed with the Equal Employment Opportunity Commission. In 2015, 10 former McDonald’s workers in Virginia filed a civil rights lawsuit, alleging wrongful termination and racial and sexual harassment.
11. Motel 6: &ldquoWe&rsquoll leave the light on for you.&rdquo
This Motel 6 slogan was born in the best way: as an ad-libbed line-turned-instant success &ndash and a perfect representation of the motel brand and its values.
Created off the cuff by NPR personality Tom Bodett, this slogan was an optimal way to convey the hotel chain&rsquos welcoming spirit, affordable prices, and general availability.
A slogan that has lasted more than 30 years with showing no signs of stopping, it clearly stands for what Motel 6 is trying to communicate.
If it isn&rsquot broke, don&rsquot fix it.
6 Of The Most Successful Fast-Food Campaigns Of All Time
Most people know fast-food restaurants by their slogans &ndash past and present.
For McDonald&rsquos (NYSE: MCD), it's likely, &ldquoI&rsquom lovin&rsquo it.&rdquo KFC, which used to be called Kentucky Fried Chicken, immediately brings to mind, &ldquoFinger lickin&rsquo good.&rdquo For Burger King (NYSE: BKW), it's &ldquoHave it your way.&rdquo
What about the actual food? What food item is so closely associated with a fast-food chain that it immediately comes to mind when thinking about that chain?
Here are six fast-food chains along with iconic foods associated with those chains, all the result of well-planned and executed marketing campaigns.
McDonald&rsquos Big Mac
Slogans aside, and despite the fact french fries outsell all other food items at the golden arches, the Big Mac is likely the first food item that comes to mind when the name McDonald&rsquos is uttered.
The reason for many is this simple but effective 1975 commercial featuring a rap-style rhyme that went &ldquoviral&rdquo long before &ldquoviral&rdquo was even a thing.
Wendy&rsquos (NASDAQ: WEN) Chili
Chili was not the first food item on the Wendy&rsquos menu when founder, Dave Thomas, opened his first restaurant in Columbus, Ohio in 1969. When the menu was expanded several years later, the brand&rsquos meaty chili quickly became a customer favorite.
One of Wendy&rsquos most successful campaigns for its chili took place in 2001 with this clever commercial.
Burger King's Chicken Sandwich
Burger King introduced the Original Chicken Sandwich in 1979 for much the same reason Wendy&rsquos added chili: to differentiate itself from the competition. Other specialty sandwiches introduced at the same time have since been discontinued, leaving the Classic Crispy Chicken Sandwich the sole survivor.
Chicken has proven to a be a winner for Burger King with the chain introducing its latest chicken incarnation, the Spicy Chicken Sandwich this past January.
Yum! (NYSE: YUM) Taco Bell's Doritos Locos Taco
Some of the first people to taste test what later became Taco Bell&rsquos wildly popular Doritos Locos Taco hated them, according to Fast Company. Following two years of testing and retesting in 2011, a prototype was ready and the rest, as they say, was history.
With roughly one million Doritos Locos Tacos sold each and every day, the partnership between Yum and PepsoCo&rsquos Frito-Lay was easily the most successful campaign in the history of Taco Bell.
Domino&rsquos Pizza's (NYSE: DPZ) Pepperoni Passion
Domino&rsquos most successful campaign was a total reinvention of itself and its signature product: pizza. The company in 2010 launched an ad campaign in which it admitted something most fast food restaurants would hesitate to admit &ndash- that its food wasn&rsquot very good.
The gamble paid off, and the chain saw sales skyrocket. All because of a campaign that started with a simple admission.
KFC's Original Recipe Fried Chicken
Although the name has changed, the menu has changed and the commercials have changed, one of the most popular menu items at KFC restaurants worldwide remains the chain&rsquos Original Recipe Fried Chicken.
It all started with a &ldquosecret recipe&rdquo from a sixth-grade dropout named Harlan Sanders who was named a &ldquoKentucky Colonel&rdquo in 1935 by then governor, Ruby Laffoon, in recognition of Sanders&rsquo contribution to Kentucky cuisine.
At the time of this writing, Jim Probasco had no position in any mentioned securities.
#3. Wendy’s (est. 1969)
Founded by Dave Thomas in 1969, Wendy’s has been fairly consistent with their branding over the decades. In fact, most of the elements in the chain’s logo were the same until 2013. The first logo already had the well-known Wendy’s wordmark and an illustration inspired by Thomas’s eight-year-old daughter, Melinda Lou “Wendy” Thomas.
In 1970 the company slogan, “Quality Is Our Recipe,” was added to the portrait of Wendy, above her head.
The first noticeable design change to the Wendy’s logo came in 1976. The drawing of Wendy was flattened and made to look less homemade, and the wordmark for “Old Fashioned Hamburgers” was streamlined somewhat. Additionally, the swirls became separated from the portrait.
After just a few years the Wendy’s logo was modified again. A yellow background was added and the circular portrait frame became more oval-shaped.
In early , the logo elements were rearranged. Wendy moved to the top of a more square-shaped mark, and the colors for the two wordmark areas reversed. This is by far the company’s longest-lived brand variety at 30 years.
Wendy’s logo (1983 – 2013)
In late 2012, Wendy’s introduced the first major change to their logo ever. It’s considerably less old-fashioned, although I’m still not sure if I like it. Wendy looks mostly the same but less like a little girl and more like an unfashionable teenager. I do already hate the lipstick wordmark. Nevertheless, the rollout of this new logo started in February/March 2013.
Wendy’s logo (2013 – present)
Print advertisement created by DDB, Australia for McDonald's, within the category: Food.
was it too much to ask to just put "free wi fi"?
the minimalism would have made the ad okayish. but that love just screwed it up for me.
I'd say it's probably part of the "I'm lovin' it" global campaign dude. You know, client mandatories and all that. Seeing this is most likely an actual ad from an actual brief. I guess that might make things slightly confusing around here though.
Shouldn't it say 'free wi-fry!'
isn't it because McDonald's rolling copy theme these days is 'I'm Loving It?' I guess they're trying to be consistent.
Stop Mediocrity. Start Creativity.
There are two kinds of people in the world people who like mustangs (cool people) and people who like camaros (idiots).
Im on my way now to go get myself a Big Mac Meal. Thanks for the Inspiration
Simply and beautiful idea
It shows that McDonald's fries are slack.
Mmmmm nice but, I don't know why there's the love word
This was done 3 years ago by R.Treviño & Asoc. Monterrey, México.
Nowadays Every places has free wi fi . That´s not a benefit to me.
not everywhere in australia has free wifi. It's a benefit to me.
I will use this frequently on my McBook Pro. Hahahahahahahahahaha [deep breath] ahahahahahahahahahahahahaha. *Slaps self in the face. Jumps into a puddle*
i saw the same in mexico 3 years ago
No se como reaccionar ante este aviso, es decir, no se si es un clásico en la comunicación de MD o un recurso que ya usaron mucho. no solo ellos, aclaro.
Simple, basic, solid art direction. Feels like I've seen this a million times however. Nice work.
simple and nice minimalism, but why can't they just use "I'm lovin' free wi-fi" to keep the consistency?
Brand Design | Logo Design | Brochure Design | Website Design | Branding Packages
simple and gets the point across
24/7 Instant Human Translation:
again? shame on u guys, i think i have it in a advertising book from school years :S
again? shame on u guys, i think i have it in a advertising book from school years :S
i worked on mcdonald's for over 2 years and we did get briefs like this so i doubt it's "scam". however, it is too bad that it was done 3 years ago and in the same art direction. but then again, it only seems natural to use the red background when it's so iconic. I wouldn't be surprised if the team never saw the ad from Mexico. I certainly never did.
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this ad ignores the fact that only a minority of casual readers will take time to read the body copy.
those merely reading the headline and seeing the logo will walk away with the wrong message.
if they really felt attached to this questionable strategy, they should have made it a blind ad. hide the company name and logo at the end of the body copy.
As bad taste as the product advertised. Honestly, this is what's wrong with advertising, unfunny and terribly stupid.
Did you read the small copy? They turn the headline around.
On the contrary, I think this is a very smart, and relevant way to get the message across. Congratulations to the team behind.
And "daniboi": Do you mean that advertising always sholud be funny, something to laugh at? And so clever that only ad-people themselves could solve the riddle? Take a history lesson, seriously.
Not at all. Is just I myself am of one of those nationalities, and I find it terribly insulting. Specially taking into consideration what people from those nationalities go through when they go to other countries. It's not even my case, I've just seen a lot of people going through a lot of terrible things, and it just doesn't sound right. It's my opinion man. Don't get all upset about it. You liked it, I didn't. That's that.
Thing is, if they're talking about diversity, and I, as a person from another nationality feel insulted by it (and I just shared it with some people from those nationalities to see their reaction), then it just doesn't work. I couldn't care less whether it's funny or not, if doesn't communicate in the right way to their target audience (in this case, I'm assuming people from diverse nationalities) then it's just not good. I don't care about funny or unfunny, brave, bold, super smart or clever, my personal point of view is towards results, and I'm guessing Mc Donald's too.
It's just a little politically incorrect towards these people.
And please, do not tell me a "brave" agency gets the right to mess with people's sensitivities just to be "clever". Cause then the one who's in need of a history lesson is definitely not me.
Me, being born in Poland, didnt draw to those conclusions. I think you're reading too much in to this. Why would it be insulting to the people from those different nationalities? And what does religion have to do with ethincity? I think that says a lot more about your own prejudice, rather than any others.
I certainly didn't get upset by this, and I honestly think it's a little bit harsh to draw the race card, just like that.
You are from the USA and you know it. Also, it was witty and good. The main text is attention grabbing enough to make normal people read the whole thing. I would also think that you are a PETA activist, looking for anything you can to get pissed off about anything. You, Daniboi, are the reason people get angry with other people. Also, if you really want to make a solid point, pick up a grammar book and a dictionary. Then it doesn't matter your nationality, because you can read and spell! Yahoo!
This ad in my opinion has nothing to do with consumer discrimination. Being a part of the McDonald's world, I feel that it is a stab against the consumer who says, "Why do they only hire Hispanic people at this McDonald's?!" This ad shows McDonald's commitment to diversity, and that the racist people who criticize and say we are loosing our nationalities by hiring these immigrants need a wake-up call.
"To be a success in business: be daring, be first, be different." - Ray Kroc
I'd say the ad follows his words.
OH be quite, you make it seem like they are discriminating. What the ad is saying they don't hire "nationalities" they hire "individuals" meaning. they are not hiring them just to meet a quota they are hiring them because the individual deserves the job. smh. And you should really check your grammar while you're trying to speak intelligent.
Brilliant. Incredibly brave.
i agree. very brave for a country with strong racial issues.
I read it. I find it totally inadequate. They want to talk about diversity, make it the copy. That was just politically incorrect and just insulting to all the people from those nationalities. Why not make it with religions then? Say Jews, Muslims and Catholics. it's the same overall idea, right? Why not make it about skin? I've never had the need to comment on the ads here, they're motivating and some even inspiring. but honestly. that was just stupid.
Who's being 'just stupid' here. You totally don't get it, do you, daniboi? You sound like a client. It's not the most original ad posted here but for McDonald's it's a pretty brave one. Works for me, well done.
Yeah, funny. You really seem to be the only one here not getting the content. But in fact, "No jews, muslims and catholics" would have been even better! Chill dude, everything is ok. you're not racist, we're not racist, they're not racist )
I like brave brands and agencies
This ad is a firm statement with balls. I like it.
Btw, it's almost sad to see that ppl posting from above work in the industry that invented the "fine print" and now roleplay saints (using big words like politicaly incorrect) when
someone uses it in a new (let's not say controversial) perspective.
"Sex sells. Truth even better." - A friend
It's a little predictable. And there's a typo in the small print.
Good eye. There is a repeated word: as. Microsoft Word could have caught that. :( Shame, because I enjoy the ad.
By taking a position as a multicultural business you also take on responsibility for not insulting any culture. And I think people could get insulted. Yes you turn it all around in the text at the buttom, but seriuosly: Do you think it´s cool to do this: We don´t want you. We´re racists. Haha, NOT.
NOT cool - come on Sweden. you can do better.
The whole point of the ad is to say that they are not racist. Good one.
i don't get danibol.
The message is clear and stright. It say "we don't take people from other countries, we take people who want to improve and make career" or something like this.
I think it is a cool way to say it.
it's nice. I only dislike the fact that I can remove McD's logo and replace it with any other company's logo, and it'll work, maybe just as well.
It runs the risk of inflaming people that fail to read the bottom portion of the ad, though. It all depends on where this is dropped. I like the boldness, though.
what is this for? What, all of a sudden mcD's is hiring for talent?
Fast food is known for being the sludge of high school kids and maybe convicts, no aspirational stuff here folks.
This is too racist. If they wanna talk about not being racist, they shoulda written : we don´t hire greeks, turk, americans, etc. I don´t like it.
That doesn't make sense. The message won't change if you change the nationalities. Is it not?
I think if they had mentioned US Americans last (instead of Peruvians) it would have been far better.
The other nationalities are the usual suspects when it comes to racism, but mentioning the US helps to include the twist into the headline.
(And maybe make more people read the copy afterwards)
But I guess they were aiming for the harsh contrast.
i really don't get it. This is a clean headline luring you into the copy where it makes a twist and even somehow "apologizes" to the reader.
no offence, but you guys finding it still racist seem to be just unforgiving people.
Apologizes to the reader.
Which line of body copy are you referring to?
You must be one hell of a between-the-lines reader!
we don't serve polish sandwich, egg rolls, pho. just processed beef. injected with hormones and steroids.
I don't always necessarily subscribe to the idea that "all's well that ends well," which seems to be the case here. As a creative communication piece, I think it's brilliant. Although, the technique used is not anything new. (There was a VERY famous 1965 print ad with the headline that just said "Don't Vote For A Negro For Mayor." And then the body copy at the bottom would go on to urge the readers to vote for a man who believes in change. Vote for an individual with a passion. etc, etc. It was such revolutionary writing back then.)
They could have easily used nationalities like Japanese, Americans, Germans or Australians. But then, you wouldn't have an "ad." It's not provoking enough of a hook to get you in. It's this racial-profiling nature of the headline that just rubs me the wrong way, especially when it's coming from a brand like McDonald's. This ad would NEVER run here in the US, by the way. Because it'll be just as quickly denounced as insensitive and offensive. Yeah, but read the copy stupid, you say. Fact is, no matter how big this gets printed, chances are, more than half the people would NOT take the time to actually read it. We're SO used to jumping to conclusions as a nation.
So, here lies the big trap of using a device like this to communicate an otherwise noble and conscientious company message.
And I personally think it was wrong for McDonald's to run with it (IF this actually ran.) My gut instinct immediately told me there was something "off brand" about the ad and its tonality. Of course, this is not regular consumer advertising we're familiar with from this brand, but it just left a bad taste in my mouth even after reading all the body copy.
Will robots deliver your Big Mac? McDonald's touts tech but says it'll keep human workforce
On a Fort Worth corner, near a freeway offramp, Joe Jasper combines one of the oldest restaurant chains with some of the newest foodservice technology.
Jasper's McDonald's, one of 20 local outlets he owns, was the first in North Texas to install order entry kiosks -- eye level, oversized touchscreens -- that allow burger lovers to bypass the cashier and order and pay electronically.
In the kitchen, workers log fewer steps as a conveyor belt silently transports neatly wrapped breakfast sandwiches to a bagger who stands a few paces away.
In the offing? Mobile ordering via smartphones in which "geofencing" and GPS allow restaurant employees to connect customers who order off site with their correct meal.
The futuristic focus is part of a broader push at McDonald's, and within the restaurant industry, to court a new crop of diners who want better quality food and an experience that incorporates their gadgets.
"Millennials or younger people are more likely to be comfortable with this technology but it's not surprising to see an older audience [try it], particularly if they see the convenience side of it," said Jasper during the busy morning rush. "We see families use it all the time, there's no pressure. You can order in the time that you want.
"It is not the McDonald's you remember," he added. "It's providing another way to order at McDonald's quicker. You'll choose."
Jasper, 59, installed the four kiosks in his Airport Freeway location in December. Since then, nearly half of the consumers who come into the restaurant use the kiosks. Several said recently they find it easier than sometimes having to repeat the order to the cashier.
"I think I'd use it again, it's . convenient," said Nick Ralph, who tried one of Jasper's kiosks recently to order chicken nuggets. "You don't have to speak louder, you just do what you need to do."
Rolling out tech
For the drive-thru crew, next year Jasper plans to install digital menu boards in both lanes. A coming-soon McDonald's app contains an opt-in feature that allows the boards to recognize the consumer who placed a particular order.
"It's about convenience and capacity," Jasper said, facing a steady stream of cars flowing through the drive-thru lane. One car that died out, had to be pushed into a nearby parking space. New cars almost instantly filled in the gap.
Inside Jasper's larger-than-normal kitchen, which doubles as a training center, cooks use a panini press-like grill, to crank out fresh -- never frozen -- burgers in 69 seconds cooked to about 190 degrees.
The fresh burgers were tested in North Texas, including Jasper's Fort Worth location, before McDonald's announced the nationwide roll-out.
Across town, at a franchised McDonald's in an older section of Richardson, two order kiosks already have been installed and more are on the way.
Franchisee Jonathan Chan is the first D-FW McDonald's operator to roll out freshly baked goods and desserts under the McCafé line.
It's all part of what the six-decades-old McDonald's calls its "Experience of the Future" restaurants. The "experience" is available at more than 500 U.S. restaurants and is expected to expand in D-FW to 100 restaurant locations by the end of 2017. Some of the innovations already have rolled out in Europe.
Across the pond, customers can use Samsung Galaxy tablets, mounted tableside, to order custom "gourmet" burgers in the United Kingdom restaurants, according to published reports.
The technology surge is helping boost sales. But the risk, one expert said, is that increased operational complexity can add to labor costs.
"Technology continues to be a mixed bag in the restaurant industry," said Eric Dzwonczyk, managing director at consulting firm AlixPartners and co-head of the firm's restaurant, hospitality and leisure practice. "There still doesn't appear to be a lot of consumer 'pull' for many technologies, as food quality and price trump everything else.
"On the other hand, millennials generally crave new technologies, so going forward the challenge may be how to balance diverse technology preferences across consumer groups, without compromising service and operations along the way," he said.
"Any time you increase complexity in operations with new platform roll-outs, it's important to have a comprehensive structure in place to help reduce the greatly increased potential for costly errors."
Meanwhile, McDonald's investors -- some of whom no doubt recall 15 years ago when the stock sank below $13 a share -- are lovin' it.
The stock gained nearly 6 percent last week to more than $141, as the nation's largest restaurant chain reported same-store sales that topped analysts' estimates.
That same day, the head of Dallas-based parent of Chili's Grill & Bar told analysts that company also is "optimizing technology [and] creating a digital guest experience."
Chili's, a pioneer in using pay-at-the-table technology, is upgrading its smartphone app to allow consumers to order and have the meal delivered curbside, said Wyman Roberts, chief executive of parent company Brinker International.
Darren Tristano is chief "insights" officer with Chicago-based Technomic, a restaurant research firm. He thinks increased use of technology can give companies increased customer insights, especially when diner's use the brand's app.
Technology also can "provide some opportunity for . cost savings through automation and improved speed of service and accuracy if they get it right."
The dystopian dramatization of Restaurant 4.0 envisions Rosie-the-robot asking, "Do you want fries with that?"
Indeed, Andrew Puzder, President Donald Trump's initial pick for Secretary of Labor, has taken heat for singing the virtues of a robot workforce.
"They're always polite, they always upsell, they never take a vacation, they never show up late, there's never a slip-and-fall, or an age, sex, or race discrimination case," Puzder previously said in an interview with Business Insider.
Yet most restaurant operators bristle at the suggestion that the push to automation is really a bid to push workers out the door.
"There is no labor efficiency with the kiosk," said Jasper, as a worker in a neatly pressed uniform helped a customer navigate the new technology. "We changed how we use the resources. The people delivering [completed orders] instead of being cashier they now are bringing it to the table.
"We've actually added people," he said. "It doesn't reduce crew [size], what it does is make them faster and more efficient.
"People say you're doing it to get rid of people. No that's not the case. Table delivery requires more staff."
Puzder has made a connection between the campaign for an increased minimum wage and the lure of technology to restaurant operators.
Officials with the Fight for $15 campaign declined to discuss the implications of increased technology on the workforce.
Instead, they released a statement from Anggie Godoy, a Los Angeles-based McDonald's worker who is a leader in the campaign.
"If fast-food companies could replace us with machines, they would have done it already," she said. "The fact is, we are in the service business and fast-food restaurants are always going to need good workers. Just ask McDonald's executives, who have said that machines won't replace employees because we are an important part of the company's success."
Shawn DuBravac, chief economist for the Consumer Technology Association, compared changes in food service with other sea-changes that have impacted the American workforce over time.
"While Henry Ford's Model T put the buggy whip companies out of business those workers went out and found new jobs in entirely new industries that were created," he said.
"I'm optimistic that entirely new opportunities will be born," he added, noting that technology "can be very disruptive to the status quo."
We Need To Talk About This NSFW Raunchy Ronald McDonald Picture
Update, 10/1/19, 5:20 p.m.: The pictures in question are not actually from a McDonald's ad but are actually Yotteba ads, the Daily Mail reports. Yotteba is a Japanese chain of tapas restaurants/pubs known locally for their "offbeat" postings and marketing. The design you see does, in fact, originate with artist WizardSkull, who also has no affiliation with this chain.
Original post, 9/27/19, 1:04 p.m.: While McDonald's recent plant-based burger announcement seems to be the topic of conversation right now, we've got a much more pressing issue at hand: The fast food giant has a terrifying new advertisement that features a rather. raunchy Ronald McDonald. There are fries in places fries shouldn't be.
The photo, which began circulating the web earlier this week, looks like it was pulled straight from a promo. But instead of letting the food speak for itself, they decided an illustration of Ronald McDonald with a six-pack and Speedo full of fries was the right advertising approach.
Twitter has, rightfully, lost its sh*t. "Thanks #Japan #McDonalds! I'm haten' it&hellip" one user wrote. "Yo @McDonalds what y&rsquoall doing in Japan ? ##wtf," another added. But here's the thing&mdashwe don't know for sure whether it's a real advertisement. Especially given the artwork's striking resemblance (OK, fine, it's an exact copy) to Brooklyn-based artist Wizard Skull's "Sexy Ronald." Delish has reached out to both the artist and the fast food giant for comment.
According to his website, he began posting the NSFW McDonald's mascot around New York. "From there people began photographing him and he has spread across the world. He's been made into toys, t-shirts, backpacks, posters and stickers," the site reads.