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The Irish Times reports that McDonald’s is eliminating the use of its familiar Golden Arches logo in a new UK advertising campaign, replacing the image with a golden question mark that is meant to emphasize the fact that the company is changing its nutritional profile.

Facing both bad public relations because of obesity concerns in the UK, as well as declining sales, McDonald’s is using the slogan “McDonald’s…But not as you know it” to define the shift in priorities. The ads will feature large photos of healthy foods (salads, fruit, etc…) now available at the chain; the company also is distributing 17 million booklets that describe the new menu items and the company’s new commitment to healthier eating.
KC's View:
Let’s be honest. A Big Mac and fries are never going to be good for you, and McDonald’s menu changes – in the UK, the US, and elsewhere – have to be described as defensive and probably not cultural in nature.

That said, we have to admit that we’re impressed by the company’s willingness – driven, to be sure, by a fear of incipient irrelevance – to take the steps it feels are necessary to regain a solid footing in the marketplace. (Even if some of the steps are heal-hearted, like selling salads but using dressings that sometimes have more fat than is good for anyone.)

The only problem is that, at least when we go to McDonald’s, the siren call we hear is from the fries and the burgers, not the salads and fruit cups. But that’s our problem, not McDonald’s.