In the UK, McDonald’s has planned to change its logo temporarily from the golden arch to a yellow question mark with the tagline saying: "McDonald's. But not as you know it." The change was prompted by falling sales in its 770 outlets and growing criticism that the fast food giant was responsible for the growing obesity among the British people.
The new campaign will show close-up pictures of new choices of health foods, such as fresh salads, free-range eggs, semi-skim organic milk and fruit. Booklets with details of the new menu will also be sent to 17 million households in Britain.
Ruling out any change in the symbol for the Indian market, Vikram Bakshi, Managing Director and Joint Venture Partner, McDonald’s North India, said, “To the best of my knowledge, the plan to drop the golden arches for a question mark is a limited and narrowly focused poster campaign. It is a local market tactic designed to attract attention to more choice and variety on the menu and geographically confined to very few markets such as the UK.”
However, health conscious young Indian consumers may soon have a choice from Big Mac. Said Bakshi, “We are in the process of evaluating the Indian market for launch of salads. At the same time, we are working on improvising the wraps. We are exploring the possibility of making them more healthy by using a grilled patty instead of a fried one.”
Asked about the possibility of any new campaign, Bakshi said the ongoing "I'm lovin' it" ad campaign has got good overall response. "The ‘I'm lovin' it’ campaign has been highly successful around the world. In fact, according to a recent survey, ‘I'm lovin' it’ is the brand phrase used most often across the world,” he said.