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Go Big or Go Golden: The Rebranding of a Fast Food Giant

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McDonald’s: Land of the fruit and home of the salad. Wait, something seems a bit off. When we think of McDonald’s, dollar menu visions dance across our minds—delightfully greasy double cheeseburgers with super-sized sides and Diet Cokes comparable to the human head.
As the largest fast food chain on the planet, McDonald’s has built a reputation for selling fast, unhealthy, calorie-packed meals. Just as Jessica Simpson once mused, is this cardboard or is this beef? We’re not quite sure, but it’s delicious.
McDonald’s has felt the pressure in recent years to provide healthier, nutritional alternatives for meals and to discontinue marketing unhealthy options to children. Why the dramatic change? The Golden Arches house the largest fast food chain in the world. The decision for health was influenced by the Clinton Foundation’s campaign to reduce childhood obesity, a problem that has ballooned into an epidemic in the United States. Consequently, McDonald’s joined forces to cater to health-conscious customers. The healthy alternatives menu will give diners the options of substituting fruits and veggies for fries as well as food options that are lower in fat, salt and  sugar—a lean, mean arch enemy to our fatty friend Big Mac (with extra Mac sauce).
The new menu changes will be implemented to twenty of McDonald’s largest dominating markets accounting for over 85 percent of sales worldwide, which may take three or more years to put into play. Changes may not be made until 2022 for the remainder of McDonald’s restaurants.
With new menu changes comes a brand new set of marketing tools. From menu boards to television advertising campaigns, McDonald’s will have to innovatively display their new healthy options if they hope to significantly impact the behavior of young people. Will the rebranding process have the power to reshape the culture of their key demographic?
As McDonald’s is stepping up to shrink childhood obesity, will the fast food giant lose business from grease gobblers or hit the jackpot by showing love to lean, green-eating machines? Can Subway and other fast food restaurants hold their own against McDonald’s with existing healthy menus or will the Golden Arches rise above?
Perhaps these ideas are best marinated with a fruit and yogurt parfait or side salad.

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Here’s the real behind-the-scenes of events: iconic @bodespeaks tees, dog diapers (don’t ask), and the people that make it all look easy. Glamorous? Obviously. Check out what we’ve been working on for yourself. Register now for Uncomfortable Conversations The Pause at the link in bio.

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We’re officially two days out… Uncomfortable Conversations | The Pause is happening this Thursday, Sept 24, and we’re getting real about perimenopause with a panel of industry experts who have the answers (see our speaker spotlights for more details). Come for the expert insight. Stay because you get to hang with us. Registration closes soon. Grab your spot at the link in bio.

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Introducing our third speaker for Uncomfortable Conversations | The Pause, happening this Thursday. Meet @bitnermd, co-founder of @true.womenshealth, a concierge practice in West Michigan, focused on helping women thrive through midlife while reducing chronic conditions such as obesity, cardiovascular disease, depression, and diabetes. Dr. Bitner is a board-certified OB/GYN specializing in midlife, menopause, and sexual health. She’s the author of I Want to Age Like That! and has published peer-reviewed research on menopause care. She was named Menopause Practitioner of the Year by The Menopause Society in 2015. Dr. Bitner is committed to translating evidence into practical, scalable solutions that improve women’s health, confidence, and participation at work and in life. We’re beyond excited to have her join our panel discussion this Thursday. Register now to hear from Dr. Bitner and our industry experts at The Pause on September 24th. Secure your spot at the link in bio.

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Every WOSB deserves support, access, guidance, and a network, because when they have it, they’re unstoppable. Just because you be small, does not mean you are not mighty. The Women’s Owners Network will accept its first cohort this November. Applications are due October 1. Thank you to @lakemichigan_cu for partnering with us to provide this program. Their support means we can offer this at a significantly lower cost to business owners. Go apply at the link in bio.

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Introducing our second speaker for Uncomfortable Conversations | The Pause, happening this Thursday. Meet Cheryl Bergman, Executive Director of the @miwomenscomm. Cheryl is a statewide policy leader driving economic opportunity and better health outcomes for women across Michigan. Appointed by Governor Gretchen Whitmer in 2019, she brings together employers, healthcare experts, advocates, and policymakers to tackle the issues that actually move the needle - economic security, affordable childcare, and midlife women's health. Before this role, Cheryl helped elect Michigan's first woman U.S. Senator and first woman Governor, and served as Senior Advisor on Governor Whitmer's 2018 campaign. She's exactly the voice this conversation needs. Join Cheryl and our powerhouse lineup of industry experts at The Pause on September 24th. Link in bio to register - spaces are going fast.
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