| New designer uniforms could be the gold charm | | | | the current rage of the Atkins' Diet). This new |
| McDonald's needs to connect their new hip | | | | marketing campaign has proved to be very |
| marketing campaign to their fast-food restaurants. | | | | successful for the fast-food chain, improving sales |
| This possible gold charm for the fast-food chain | | | | in their targeted audience. |
| has the ability to let the actual fast-food | | | | As new and hip as these commercials, radio ads, |
| restaurants reflect the image they are portraying | | | | and billboards maybe, little change has occurred in |
| in their advertisement campaign. The new "I'm | | | | the appearance of the restaurant itself since its |
| lovin' it" marketing campaign has attracted a | | | | beginning. While the company has changed its |
| youthful audience to the fast-food chain. | | | | branding strategy away from children and families |
| However, when this trendy younger crowd | | | | by no longer using Ronald McDonald and the |
| comes to McDonald's, they do not see the same | | | | Hamburglar in their commercials and |
| fashionable place that they saw in the commercial. | | | | advertisements, they still have not done much to |
| Instead, they see the same thing that they would | | | | bring their facilities up with the times. These new |
| see at just about any fast-food restaurant. | | | | designer uniforms could possibly be just what |
| McDonald's hopes to further entice this target | | | | they need to begin the improvement of the |
| market into their restaurants by updating their | | | | McDonald's actual restaurant facility. |
| restaurants with new employee uniforms. | | | | Yet, what maybe a gold charm for the golden |
| This gold charm could definitely be the factor that | | | | arches, could possibly be a horrible disaster to a |
| distinguishes McDonald's from other fast food | | | | clothing line. Something that certain clothing |
| chains. Instead of having their young workers | | | | designers need to worry about is whether or not |
| dreading to wear their uniform to work, the goal | | | | they will look like a "sell out" if they decide to do a |
| is to have a uniform that actually appeals to the | | | | fast-food restaurant's uniform. Labels like |
| employees, something that they would wear | | | | Abercrombie and Fitch have worked hard to be |
| even if they didn't have to. With over 300,000 | | | | the top of their line and not something that is |
| workers, this will not be an easy change but | | | | worn by fast food employees and covered in |
| almost certainly a change that will be worth it for | | | | grease. This could definitely be a risky move as |
| McDonald's. | | | | far as branding goes for some clothing companies. |
| For the last five years McDonald's has been | | | | However, these designers could possibly be |
| struggling to revamp themselves in order to | | | | motivated if the price was right. It is estimated |
| appeal to a younger audience. In quest to become | | | | that these gold charm uniforms can cost up to |
| more "cool," McDonald's introduced the "I'm lovin' | | | | $80 million for McDonald's. These uniforms are |
| it" campaign with pop favorites Justin Timberlake | | | | certainly not cheap for McDonald's. While a |
| and Beyonce Knowles of Destiny's Child singing | | | | designer for the new uniforms has no been |
| the jingle for the commercials. These superstars | | | | chosen, the golden arches are looking at designers |
| help give validity that McDonald's must be a good | | | | such as Ralph Lauren, Tommy Hilfiger, and even |
| place to eat if Justin Timberlake and Beyonce | | | | from Sean P. Diddy Combs. Although these new |
| Knowles of Destiny's Child will go there. Along with | | | | uniforms may seem like an unnecessary expense |
| this, McDonald's has also improved their menu to | | | | it might just be precisely what they need to |
| meet the needs of this younger, en vogue | | | | connect their restaurants to the image they are |
| consumer (this includes low-carb options to match | | | | portraying in their ads. |