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January 6th, 2009

McDonald’s looks good on paper.

After years of revamping the interior of McDonald’s locations across the globe, the chain has also decided to make changes to the way they package their food. With a focus on a more environmentally friendly and wholesome brand image, the restaurant’s packaging will now be made from a high percentage of recycled paper- an improvement from the non-biodegradable styrofoam and cardboard containers of the past.

McDonald's Clam Shells

Along with being eco-friendly, the containers will display images of some of the “fresh” products used to make the world-famous food. Photos of onions, 100% real beef, slices of cheese, and lettuce are shown on the the Big Mac boxes while the french fry sleeves display pictures of a semi-peeled potato. A similar approach is also used on the chicken sandwich and nugget packaging. The containers also possess short narratives on how each product is particularly unique and desirable to the consumer.

McDonald's Packaging

McDonald’s hope is that by focusing on the importance of locally grown, fresh, and high-quality products, consumers will think differently about the often stigmatized fast-food. Although they claim to be making efforts to stay ahead of obesity concerns, I’m not sure that adding a leaf of Iceberg lettuce to a 590 calorie, 34 gram of fat Big Mac will exactly entice the health conscious to trade in their salads and sushi.

Posted by Lindsay on January 6th, 2009
Filed under Branding, Design, Marketing, Miscellaneous | No Comments »

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McDonald’s looks good on paper.

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