Nonstopdrivel
14 years ago

Ronald McDonald Put to Pasture as Fast-Food Chain Gentrifies 
By DAVID SCHEPP
Posted 10:05 AM 03/03/11

As clowns' careers go, Ronald McDonald has had a pretty good run -- he's been the face of McDonald's (MCD) for 48 years. But as fans of the jester may have noticed, he hasn't been featured much lately in the company's advertisements.

There's a reason for that. Facing increased competition from more upscale chains, such as Starbucks (SBUX), McDonald's today is more focused on selling profitable coffee drinks and salads rather than Big Macs and kids' Happy Meals, reports Bloomberg News.

The company is also revamping its restaurants, adding padded seating and free WiFi to lure more diners. All that nouvelle sophistication leaves little room for a buffoon in a bright yellow suit and ridiculously large red shoes.

"We haven't been seeing a lot of Ronald McDonald," Tim Calkins, a marketing professor at Northwestern University, told the news agency. "They're beginning to appeal to much more sophisticated individuals."

And that's Ronald's problem. Consumers link him to the old, high-fat foods that are increasingly falling out of favor with many Americans.

McDonald's has sought for years to remake its image by offering more healthful food items and adding gourmet coffee items to its menu. The company's McCaf coffee products helped to revive sales, pushing up revenues in six of the last seven quarters, the Oak Brook, Ill.-based company says.

McDonald's isn't putting Ronald out to pasture all together. His name, after all, does grace the company's charitable arm, Ronald McDonald House Charities. Ronald still plays an ambassador role, a company spokeswoman told Bloomberg. He just isn't tied to the menu.

http://srph.it/gAP2OT 


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Cheesey
14 years ago
"Sophisticated" people eatting at McDonald's.......REALLY!?!?!
Man....that must not be a McDonald's around here.
Maybe when they start serving McLobster, or Prime McRib they will be able to say that.
Or how about McMichalob??? That would get ME in there more often!!
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Wade
  • Wade
  • Veteran Member
14 years ago
Hey, don't diss the McChicken...that's a damn sight better than any other fast food "dry-and-boring chicken breast" sandwiches...even if one sometime wonders which part of the chicken is used.

:)
And do not be conformed to this world, but be transformed by the renewing of your mind, that you may prove what is that good and acceptable and perfect will of God.
Romans 12:2 (NKJV)
DakotaT
14 years ago
I don't care what you order at McDonalds, it turns into Mcshits about an hour later.
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rabidgopher04
14 years ago

Or how about McMichalob??? That would get ME in there more often!!

"Cheesey" wrote:



German McDonald's serve McBeer.
Amazing Bacon Delivery  Service! Never be without good bacon again.
Nonstopdrivel
14 years ago
They do? I have yet to see that.
UserPostedImage
vikesrule
14 years ago

...even if one sometime wonders which part of the chicken is used. :)

"Wade" wrote:



UserPostedImage 
rabidgopher04
14 years ago

They do? I have yet to see that.

"Nonstopdrivel" wrote:



That's what I was told by a friend who lived in Southern Germany for half a year. Maybe he was yanking my chain.
Amazing Bacon Delivery  Service! Never be without good bacon again.
Nonstopdrivel
14 years ago
Maybe it happens in Bavaria. Bavarians certainly love their beer. All I know is I haven't seen it here in Niedersachsen, and I never saw it in Hessen either, which is just north of Bavaria.
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wpr
  • wpr
  • Preferred Member
14 years ago

"Sophisticated" people eatting at McDonald's.......REALLY!?!?!
Man....that must not be a McDonald's around here.
Maybe when they start serving McLobster, or Prime McRib they will be able to say that.
Or how about McMichalob??? That would get ME in there more often!!

"Cheesey" wrote:



About 2 weeks ago I realized I hadn't seen Ronnie on tv recently. I just figured I hadn't been watching the right shows. Now I know why.

I figured Mickey D's was targeting gullible 20 somethings. In theory they are more sophisticated that 5 year olds but not by much.
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