Semi-retirement for Ronald McDonald?

RetailWire panelists had a chance recently to weigh in on McDonald’s announcement that it is downplaying the role of Ronald McDonald in its marketing. Here’s my point of view:

McDonald’s is and always has been the category leader. As such, its branding needs to have much broader appeal than chains like Burger King. (BK, in contrast, stays focused on its core consumer — which appear to be younger males — instead of successfully widening its target.) McDonald’s ia also paying attention to the greying baby boomer who grew up on fast food but is looking for healthier or more “aspirational” menu offerings. So it’s probably smart to move Ronald to a secondary role as part of a comprehensive strategy.


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