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Related: Editorials & Other Articles, Issue Forums, Alliance Forums, Region ForumsBREAKING NEWS: Following Twitter's lead, McDonalds to retire iconic "Golden Arches" logo
In the wake of the sudden decision by social media giant Twitter to replace its famous blue bird brand logo with a simple X marking, another major corporation has chosen to abandon its longstanding and unmistakable logo in order to signal a radically different direction for the company.
Fast food conglomerate McDonalds announced in a press conference today that it soon will be retiring its ubiquitous Golden Arches logo found in front of its restaurants worldwide and replacing it with a new corporate insignia that it believes more closely identifies with the true mission of McDonalds.
Face it, McDonalds was never anyones idea of fine dining, CEO Chris Kempczinksi said before a gathering of reporters. Sure, it might be an ideal place to get a quick, inexpensive meal. Or maybe to satisfy a craving or a guilty pleasure. But lets be honest: the food itself was never the actual star of McDonalds.
Instead, Kempczinski said consumers should be reminded of McDonalds true legacy to the business world.
When Ray Kroc took control of McDonalds in 1961, he transformed it from a small chain of local eateries into an unstoppable behemoth that now spans the entire globe, he said. Now, 95% of our stores operate as franchise-owned restaurants. This allows us as a corporation the freedom to develop and market new products that are identifiable to consumers everywhere, while allowing local independently owned companies to assume all the day-to-day risks that come with the ordinary operation of business.
Therefore, to highlight McDonalds pioneering franchise model, the Golden Arches logo will be replaced with a very different type of visual branding: the words 16 CFR Part 436, written in plain, stark, black and white font.
16 CFR Part 436 is the portion of the federal code governing the franchisor-franchisee relationship, Kempczinski noted. We think renaming our stores after this regulatory code plays the proper respect to the revolutionary business strategy that we as a company helped to perfect.
In addition to new signage, the interior of restaurants will be getting a different look as well.
Gone are the bright colors and photographic displays that have been commonplace features at McDonalds up to this point, Kemcpzinski explained. Theyll be replaced an atmosphere that is more evocative of, say, an accountants office. You know, intermittently flashing florescent paneled lights. Drop ceilings. Thin, gray industrial carpet. Those sort of things. We dont want anything that makes customers to feel welcomed in any sort of way. Just eat and get out as soon as possible. That will translate into maximum level and efficiency and profit for everyone involved.
Names of menu items long associated with McDonalds will also be made part of the makeover.
Well be doing away with names such as Big Mac, Quarter Pounder with Cheese, and McNuggets, and replacing them with references to various subsections of the regulatory code, Kempczinski noted. So, you should be prepared to order a 16 CFR 436.5(p) with a side of 16:1.0.1.4.53.1 Subpart A.
Now, will you know what youre actually getting? he continued. Probably not. But in placing your order, you should know that youre paying an homage to the great wonder that is the American corporate franchise system. Be proud!
One thing that will be a holdover from McDonalds former days of lighthearted culinary fun? The childrens Happy Meal. But even that will bear little resemblance to its prior incarnation.
No longer will our Happy Meal feature a box with whimsical images and games and characters, Kempczinski stated. Instead, before receiving their food, all children will be required to fill out an Assets and Liabilities disclosure form, similar to what we ask all our prospective franchisees to complete. We figure this will shut the little buggers up while we cook them their food.
Kempczinski was then asked whether children will still receive a toy with their meal.
A toy? Kempczinski responded. Yeah, um, sure. We can give them a toy. Well give them
the pencil they used to fill out the form. Kids will love it. You can use it for school or any number of other utilitarian purposes. They should feel privileged just to have that, really.
All in all, Kempczinski maintained a positive outlook on all the new changes in store for his famous brand.
To quote our new slogan, he said, Ba-da-da-da! Were lovin the judicial immunity from liability for all events in the regular course of business of our franchise stores, including but not limited to as personal injury litigation, employee sexual harassment claims and all torts relating to and/or arising out of defective or spoiled products!
DETAILS AT ELEVEN
usonian
(9,866 posts)Hugin
(33,198 posts)The readers want to know!
What will play on the big screens? So many questions...
moniss
(4,274 posts)has no doubt convinced himself that people will no longer know it's him running the place if he changes the name. Sure thing.
Justice matters.
(6,941 posts)And Britain-based OnlyFans, where women and men sell naked content with porn-inspired "sextext" captions and in DMs.
elleng
(131,102 posts)16 CFR Part 436!
aggiesal
(8,923 posts)Aristus
(66,462 posts)My local McDonald's posts a sign basically saying you have 30 minutes to eat up and get out.
It's a far cry from the 1980's when McDonald's employed "hostesses" who would circulate through the dining room, usually during the breakfast rush, pouring coffee and asking if anyone needed anything else.
This is undoubtedly the work of a bunch of halfwit MBA's.
"Should we encourage customers to linger, in the hopes that this may increase the per-head outlay? No! Tell them to shut up, eat up, and get out! Our shareholders will stand for nothing less!"
ProfessorGAC
(65,168 posts)Group of retired guts are there 5 or 6 days a week.
Each of them might spend 60 or 70 minutes, but they come in waves of 1, 2, or 3 & take up the same tables for a few hours.
The same set of cars are there every day.
But, this is a pretty small town and I don't know how that would fly in higher traffic areas.
Tommy Carcetti
(43,198 posts)They don't drink milkshakes, I assure you.
ProfessorGAC
(65,168 posts)Some are retired farmers, and they're so used to doing something at 5am, that they're going nuts by 6.
A few are avid fisherman, so they add to the numbers in the winter. Just looking for something to do.
I've stopped in now & then for the breakfast burritos and that group is always there. Been that way at least since I retired.
They are literally doing nothing. I think that's kind of the point.
nolabear
(41,991 posts)Coming soon: our names will be replaced by tattooed codes for our ID, medical records, residence, and family unit.
Change, you say? You cant change.