Has leopard really changed its spots?

Although I am a vegetarian, I began to ask whether McDonald’s has seen the light? The brand knows there is an ever-growing spotlight on production methods and that it can’t suddenly shed its “junk fast food” image with a fancy ad and some clever PR.

McDonald’s needs real change and if this initiative is genuinely real and the brand’s processes and attitude also shift in alignment to its claims it will help it on what appears to be a long positioning journey. I will watch with interest as McDonald’s tries to reposition by aligning its processes, product and people.

Gary Moss, chairman, Brand Vista